SalesFUSION Webinar - The death of cold calling and the advent of web-based telemarketing

1. The Death of Cold
Calling and the advent
of web-based
telemarketing

2. Hypothesis for today’s session
 Changes in buyer lifecycles and the
advent of the social web have
rendered cold call much less effective
in today’s
“Self-Service” buy cycle
 Calling into lists of suspects based on
one-dimensional criteria
(demographics) wastes valuable
selling time and causes leads to fall
through the cracks

3. What we’ll cover today
 Cold Calling – Death versus evolution
 Lead generation in 2013 – Hijacking the digital
conversation
 The statistical failure of cold calling
 Where do leads originate from in 2013 and beyond?
 Adapting sales and marketing to optimize the digital
conversation
 The journey to lead to sales revenue management
 The changing view of telesales/inside sales

4. About SalesFUSION
 SaaS Marketing Application
 HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
 Provide a complete marketing automation platform
 Focus on Sales & Marketing Alignment
 Only solution built on a CRM database – integrated to
more CRM systems than any other vendor
 99% retention rate on integrated customers

5. A few assumptions
 Death versus evolution
 Telephone prospecting is still very important
 How, why and when we telephone prospect has changed
radically
Telesales and cold calling
has been fired and replaced
by the internet…..but your
company many not know
that yet…

6. Buyer-lifecycle engagement has shifted
All power lies with the buyer
Retail - The Pew Internet and American Life Project has just published
the results of a study on American's e-commerce habits. Among the
findings: 58% of Americans say they perform online research on the
products and services they're considering buying. That's up from 49%
who performed online research in 2004.
B2B - 93% of business-to-business customers research companies
and products online before making a purchase, according to
MarketingSherpa

7. B2B Buyer Journey’s have become more complex
Source – Forrester
Research

8. B2B Buyer Journey’s have become self paced
Web Social Sales
Self directed engagement by buyers
As much as 70% of
buy-cycle may be
self-directed and
complete prior to
sales engaging
“Sirius Decisions”
Find Evaluate Engage

9. B2B Buyer Journey’s have become self paced
Web Social Sales
Find Evaluate Engage
 Logic dictates that if buyers are self-evaluating, then sales
must make more calls to find those who are active
 The opposite may be true due to lack of efficiencies in cold
calling
 Cold calling to find active, self-paced buyers is non-
scientific and wastes time

10. • Your sales people • Google
• Your web site
• Peers/colleagues
• Experts
• Your customers
• Brand perception
• Product info
• Brand perception
• Features/benefits
• Alternatives
• Comparisons
• Brand perception
• Features/benefits
• Alternatives
• Comparisons
• Reputations
• Customer opinions
• Prices
Sources of
information
What buyers
know in advance
Pre-Web Web 1.0 Social Web
Information Scarcity
Information OverloadAttention Abundance
Attention Deficit
© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers are in complete control now

11. Lead Generation in 2013 and beyond
 Many b2b buyers are engaged in a digital conversation with your company
 Most companies don’t know about this conversation
 By the time telesales speaks to a prospect, opinions about you are formed
 Successful companies learn ways to “Hijack the Digital Conversation”
 Do you trust the internet to sell for you?
 Conversation channels are fluid and changing and evolving monthly
Demands a new paradigm for telesales…

12.  Cold calling is a practice of starting a b2b
relationship by Taking something from a prospect
without asking first
 Take their time
 Take their information
 Most people feel uncomfortable “taking”
something from someone.
Why is cold calling icky?
It fosters a culture of “taking”
Traditional lead generation/selling models foster an environment of
“Taking”
•More calls – more appointments – more sales….or your fired.
•Leads to employee dissatisfaction, unattainable quotas, re-training costs
for new hires to replace those who have been fired or quit out of
frustration
Consider the following sales people’s statistics:
• 44% of sales reps quit after 1 no
• 22% quit after 2
• 14% quit after 3
• 12% quit after 4 (total is 92%)

13. Sales is a numbers game….right?
Calls
Appointments
Sales
100 Calls
2-3 Appointments
.025 connect rate
.5 Sales
.005 close rate
B2B Sales Rep = COGS
• $50,000 base salary
• + Benefits
• Salary plus benefits = $65,000
• 100 Calls per day
• 5 Days per week
• Avg. 42 Full weeks per year
• 210 calling days
• 21000 calls
• 525 Connects
• 105 Sales

14. Sales is a numbers
game….right?
Calls
Appointments
Sales
100 Calls
2-3 Appointments
.025 connect rate
.5 Sales
.005 close rate
B2B Sales Rep = COGS
• 21000 calls = $3.10 per call
• 525 Connects = $123 per
connect
• 105 Sales = $619 per sale
Assumptions
• Consistent 100 calls per day to
new leads
• Connect = telephone-based
meeting
• Sale = closed revenue
• Time to work deals?
• Time for administrative work?
• Time in meetings?
• Are these numbers even realistic
for internal personnel?

15. More sobering statistics
Calls
Appointments
Sales
• It takes 8.4 dials to reach a person,
and 2% of all calls results in a
meeting.
• If 30% of these first meetings
convert into opportunities and a
sales person closes 25% of these
opportunities, they will have to
make 1,000 calls to get 1 sale.
• If they are pounding the phones
making 50 cold calls per day, they
can get 1 winnable sale every 20
days.
• At this rate they can acquire 12.5
new customers per year.

16. More sobering statistics
Calls
Appointments
Sales
• It takes 8.4 dials to reach a person,
and 2% of all calls results in a
meeting.
• If 30% of these first meetings
convert into opportunities and a
sales person closes 25% of these
opportunities, they will have to
make 1,000 calls to get 1 sale.
• If they are pounding the phones
making 50 cold calls per day, they
can get 1 winnable sale every 20
days.
• At this rate they can acquire 12.5
new customers per year.

17. Marketing’s Role
• Identify leads
• Generate leads
• Execute campaigns
• Pre-qualify leads
• Nurture leads
• Re-Market stale sales leads
Sales’ Role
• Complete lead qualification
• Present and propose
solutions
• Propose pricing
• Execute contracts
• Close business
• Cross-sell
• Changing traditional roles
• Inside sales is no longer a sales function
• Skill-sets for inside sales are changing
How are leading b2b sales/marketing teams
adapting?
Identify
Capture
Quality
Present
Propose
Close

18. Change the way you view telesales/inside sales
• Monitor and direct lead traffic
• Exchange meaningful
information with the leads
• Direct leads to the right
resources
• Educate leads about value
proposition and competitive
position
• Empowered with technology
• Higher job satisfaction
• Better growth potential
• They become a marketing and
field sales “Farm Team”

19. Key technologies inside sales needs to thrive
Website visitor tracking
• View, identify, receive alerts of leads on the website
• Integrate with data services to research and append contacts
• View page-level activity from high-score leads
Nurture
• 1-touch enrollment in multi-step campaigns
• Follow up emails using trackable html email
Data appending and social tools
• Research and import contacts from identified companies on the site
• 1-touch enroll net new contacts into first-touch campaigns

20. Technology Focus
 MA Software provides a mechanism for capturing pre-
sales interactions
 Website visitor tracking helps return some control to
sales
 Leads and their behavior are analyzed using best
practices
 Answers the question “Who is on my site & why?”
 Alerts, CRM integration & workflow round out
alignment

21. From cold to warm

22. Web activity drives engagement
Alerts Auto-enroll

23. Day in the life with Marketing Automation
Website monitoring
Research anonymous
visitors – append with
contacts – enroll in
campaigns
Pop email alert when
high-value activity
occurs – assign task for
call
If no phone contact
made – enroll in trigger
campaign
Receive on-going alerts
when lead returns to
site/responds
Cold calling evolves to a series of
reactive and pro-active touches based
on data gathered by the marketing
automation system.
Long-term nurturing and short-term
calling combine to provide a more
effective

24. • Activity creates sales trigger
• Triggers sales alerts
• Data presented in CRM
• Complete marketing history/contextual
• Keeps sales excited about the lead gen process
• Real-time
Lead Routing

25. Marketing Intelligence – to assist sales
 Give telesales the tools to access info and take action
 This view allows for telesales to view activity and enroll leads in campaigns

26. The importance of marketing automation tools
 Provides a mechanism for real-time lead monitoring
 Reduces lead response time
 Allows for enrollment in pre-defined trigger campaigns
 Increases touches in first 30-days following initial inquiry
 Allows for research and appending of data through sources such
as Jigsaw
 Alerting via email ensures leads are touched quickly

27. Create a lead-centric culture
Establish a dialog between marketing/sales
 Regular meetings – rotate between pipeline-centric meetings to
lead/demand generation-centric meetings
 Understand sales-team issues with leads – volume, where they come
from
 Brainstorm sessions about lead profiles, verticals, targets, messaging
and hot buttons
 Sales is the best source for “Why a lead buys” information
Considerations
 Sales may be resistant to change or dis-interested in leads
 Old-School sales cultures must be changed
 CRM system tuning will be required
 Marketing technology MUST integrate seamlessly to CRM
 Reporting must be in place to track the process and hold constituents
accountable

28. What information needs to be pushed through to CRM from MA
0% 50% 100%
Event Attendance
Webinar Attendance
Landing Page Click…
Data Augmentation
Landing Page Visits
Content Downloads
Email Campaign History
Email Click-Throughs
Website Page Visits
5%
4%
12%
22%
34%
25%
32%
33%
56%
28%
34%
43%
49%
56%
58%
63%
67%
73%
Top Performers Everyone Else
Data Integration

29. How marketing automation supports this model
 Lead Scoring/Routing enables automated nurturing of
leads
 Trigger-based email campaigns – prebuilt and tied to
scores
 Lead scoring must be tuned, tested and agreed upon with
sales
 Objective is to treat every suspect the same initially
 Eliminate lead leakage
 Target content based on behavior and demographics

30. How important is this to your upper funnel
success?
According to Aberdeen, who tracks the performance of “Best Practice”
organizations utilizing marketing automation tied to telesales….
 Inside sales achieves quote 11% more when marketing automation is deployed
 Lead conversions (to opportunities) increased by 7%
 Inside sales make an additional 7-9 connects per day
 Overall sales team quota achievement is higher by nearly 3%
 Company revenue is higher by over 3%
Why?
 For the same Reason Henry Ford was able to produce more cars for less
 Efficiency gains through automation
 Connects are more meaningful when data is made easily accessible
 Fewer (if any) leads fall through the cracks

31. Source: Forrester Research-October 2006, “Improving B2B Lead Management” report
MA software plugs the gaps in lead/sales handoff
Lack of technology to support integrated funnel causes lead leakage
Hotspot – this is the area of
risk where leads that
marketing pays for fall out

32. Technology Enablement – Aligning marketing & sales through technology
CRM/MA
Analytics
ProcessPeople
Best
practices
Lead
Record
Marketing & Sales
agree on processes
and workflow
Metrics are in place
to track key metrics
on leads to
opportunities
Marketing Software is integrated to CRM
Lead Scoring and lead
management is based on
best practices and
common workflow
Standard and
automated
processes are in
places to ensure
consistent lead flow
– Lead
Scoring, Lead
Routing

33. The new sales funnel
 Marketing – owns the sales funnel through pre-
qualification
 Based on rules for SQL/MQL
 Fewer, better leads to sales
 Inside sales/telesales – report to marketing
 Sales is laser focused on closing the deals
 Shared pipeline
 Marketing – incented for number of SQL Produced
 Mutual responsibility for the whole funnel

34. The new sales funnel
 Takes advantage of eMarketing technology
 Marketing information is immediately available to sales
 Format of information – visual and helpful to sales
 MA is integrated to CRM – Like CRM is integrated to
ERP
 Completes the acquisition to retention lifecycle

35. Re-thinking the Sales Funnel
Leads In from Campaigns
Marketing Ownership
 Through pre-qualification
 MQL
 Visibility into CRM Lead Status
 Take action on lead status
 Re-route to MQL, Report
MA CRM
Lead acceptance – moves
lead from MQL to SQL
When integrated
properly, the number of
SQL’s should be relatively
small with high close rates.
Sales is left to focus on
closing.

36. Final thoughts
 Human interaction (via the telephone) is increasingly
valuable because fewer people engage in it
 The social web cannot sell for you and you must learn
how to put sales personnel in the mix
 Technology-assisted selling through marketing
automation can have dramatic revenue implications
 Sales & Marketing alignment has quickly become a de
facto state of success…not a nice to have

37. Thank you!
 Q&A
 Register for our MA-Assisted Selling Demo on
Wednesday, May 29th@ 2PM
 Visit our on-demand webinar library
 See a live one/one demo