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Sales and Marketing 3.0: The High Velocity Model

This deck looks at the evolution of the next model in enterprise sales and marketing: the high velocity organization. See how high velocity teams use technology, data and automation to align sales and marketing and drive faster leads and conversions.

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Sales and Marketing 3.0: The High Velocity Model

  1. 1. Sales & Marketing 3.0 The High Velocity Model @GGVCapital
  2. 2. • What is High Velocity Sales and Marketing? • The High Velocity Stack • How to Implement a High Velocity Strategy Contents
  3. 3. What is High Velocity Sales?
  4. 4. The high velocity sales model goes beyond field- or inside-only sales – using new technologies to increase quality leads and lower acquisition costs. G E N 1 . 0 G E N 2 . 0 G E N 3 . 0 Field Sales Inside Sales High Velocity
  5. 5. High Velocity Tactics Content Marketing: • Top, middle, and bottom funnel content • Active corporate blog • Customer case studies • Webinars Sales Technologies: • Integrating sales & pipeline data with CRM, marketing automation, 3rd party business databases or real-time website activity tracking • Leverage power-dialer software to touch more prospects • Mobile-first scheduling, account tracking or CRM apps Inbound Marketing: • Web forms & landing pages • SEO campaigns leading to specific pages • Social media marketing • Hyper-targeted advertising Lead Management: • Collaboration between sales & marketing for lead qualification • Lead nurturing programs • Lead scoring Deployment & Sign-up: • Self-service option as one step of the funnel • Freemium or free trial options
  6. 6. 6 Who is a candidate for high velocity? Products that • enable self-serve trials • offer easy demos • are easy to deploy • require minimal training to use Organizations that • can tightly align sales, marketing, product and finance • can support rapid sales cycles
  7. 7. The High Velocity Stack
  8. 8. Growth of Sales Acceleration Spend Source: InsideSales.com, “The 2014 Sales Acceleration Technology Market Size Study.” $12.8 $30.0 C U R R E N T 2 0 1 7 E North American spend in sales acceleration ($ billions) 134%
  9. 9. Sales Acceleration Spend by Type 9 Source: InsideSales.com, “The 2014 Sales Acceleration Technology Market Size Study.” Email 15% Voice 13% Intelligence 12% Predictive 10% Chat 8% PresTech 8% Video 7% Communicati ons 6% Contract 6% Fax 4% Visualization 4% Social 4% Texting 3% % Spend Sales Rep Communications technologies lead spend but predictive and intelligence technologies are key investments
  10. 10. Sales and marketing technologies focus on lead gen 10 Source: Aberdeen Group, “Eliminating the Noise: Best Practices for the Five Ws of Sales Intelligence,” Aug 2013. Survey of 206 end-user organizations, conducted in June and July 2013. of sales intelligence deployments have the goal of improving quality and quantity of leads of B2B marketers view more and better leads as the most important benefit of marketing automation Source: Pepper Global, “B2B Marketing Automation Report 2014.” Survey of 900 B2B Marketers. 60% +
  11. 11. Evolution of the Sales Acceleration Suite 11 E X I S T I N G S O L U T I O N S N E X T G E N E R AT I O N Lead Capture and Management • Rules-based lead scoring with basic metrics • Marketing automation pushes campaigns to targeted leads Predictive Leads & Inbound Marketing • Automated lead scoring via predictive models • Track of all points of contact with leads Sales Force Automation • Manually assign pipeline probabilities • Quota-linked sales rewards • Quoting and order management systems Predictive Reporting and Gamification • Sales reporting based on models • Live, real-time sales leaderboards and rewards Sales Team Communication • Chat-based collaboration • Sales lifecycle collaboration with marketing • Sales data input is manual • Marketing automation sync with CRM Salesperson-First Tools • Lightweight tools enhance efficiency • Sales-first inbox • Automatic activity tracking • Mobile CRM
  12. 12. M A R K E T I N G The Sales and Marketing Landscape L E A D G E N E R A T I O N Inbound Marketing & Lead Prospecting Business Directory & Paid Leads L E A D M A N A G E M E N T S A L E S P E R S O N C O M M U N I C A T I O N Sales CRM & Email Lead Scoring Classifications are based on key strengths of each company, but companies may offer feature sets that span multiple categories. Marketing Automation Leaders Content marketing S A L E S A N D C U S T O M E R S U C C E S S Telephone Presentation Mobile Sales Reporting & Prediction Compensation & Incentives Customer Success & Retention
  13. 13. 13 How to implement a high velocity strategy
  14. 14. 90% 62% 60% 87% 54% 48% 68% 15% 15% Use a sales-focused database of accounts, contacts and sales opportunites Integrate third-party content into CRM Integrate CRM, internal records and external sources into account management platform %OFSALESTEAMS Best-in-class Average Laggard Best Practice #1: Integrate Sales Intelligence and CRM Data 14 The best-in-class sales teams not only use a sales database but integrate it with other content and tools. Source: Aberdeen Group, “Eliminating the Noise: Best Practices for the Five Ws of Sales Intelligence,” March 2014. Survey of 261 end-user organizations. Best-in-class companies are the top 20% of companies surveyed in terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle.
  15. 15. Best Practice #2: Blend Sales & Marketing 15 Source: Aberdeen Group, “Marketing and Sales Alignment: A Primer on Successful Collaboration,” March 2014. Survey of 261 end-user organizations, conducted in August and September 2013. Best-in-class companies are the top 20% of companies surveyed in terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle. 79% 53% 53% 53% 32% 45% 51% 35% Sales-led lead nurturing Automated system to track lead gen, nurturing, sales activity Real-time notifications when a lead becomes qualified Regular collaboration to define, refine requirements of qualified lead %WHODEEMCAPABILITY IMPORTANT Best-in-class All others Best-in-class salespeople are more likely to collaborate with marketing and take on marketing-like responsibilities, including lead nurturing and qualification.
  16. 16. Best Practice #3: Centralize Sales Content 16 Source: Aberdeen Group, “Shortening the Last Sales Mile through Workflow Automation,” April 2013. Survey of 165 end-user organizations. Best-in-class companies are the top 20% of companies surveyed in terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle. 80% 20% 56% 40% 1 or 2 3+ N U M B E R O F C O N T E N T R E P O S I T O R I E S U S E D B Y S A L E S T E A M S Best-in-class All others 4 out of 5 best-in-class sales teams use only one or two central repositories for sales and marketing content.
  17. 17. Best Practice #4: Use Predictive Analytics 17 The best-in-class organizations are leading the industry in using predictive analytics for marketing and sales forecasting. Source: Aberdeen Group, “Big Data for Sales: Are We Ready?” March 2014. Survey of 261 end- user organizations. Best-in-class companies are the top 20% of companies surveyed in terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle. 27% 27% 11% 9% 0% 8% For marketing effectiveness For sales forecasting U S E O F P R E D I C T I V E A N A L Y T I C S Best-in-class Average Laggard
  18. 18. Best Practice #5: Use Real-Time Marketing 18 The best-in-class teams are generate custom marketing segments and dynamically update them over time. Source: Aberdeen Group, “Sales Enablement Technologies: Some Things Old, Some Things New,” March 2014. Survey of 261 end-user organizations. Best-in-class companies are the top 20% of companies surveyed in terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle. 47% 37% 32% 38% 19% 23% Customer behavior used to segment/target audiences Generate customer profile based on real-time click analysis Dynamically update customer profile based on real-time activity U S E O F R E A L - T I M E M A R K E T I N G Best-in-class All others
  19. 19. Learn from the Pros 19 • Social media can be a very productive source of marketing leads, but to make it work you need run tons of highly customized campaigns. • Use content to draw in prospects, but focus content on helping people solve their problems - not on selling your product. • Resist the urge super-size every deal – instead optimize for a rapid sales cycle. • Smaller deal sizes that can be approved outside of a procurement process can increase speed and volume. Insights from a recent GGV Capital panel including:
  20. 20. Thank you

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