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Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More Sales

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The sales landscape is changing, but is your sales organization keeping up? Jay Gaines (VP and Group Director, SiriusDecisions), Mark Roberge (CRO, HubSpot), and Pete Gracey (COO, AGSalesworks) explain what teleprospecting best practices look like today, and why your organization would benefit from implementing them.

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Teleprospecting the Inbound Way: How to Increase Connect Rates and Close More Sales

  1. 1. Teleprospecting the Inbound Way Live Webinar: Tuesday, October 29, 2013, 1pm EST Speakers: Jay Gaines, SiriusDecisions Pete Gracey, AG Salesworks Mark Roberge, HubSpot Ask your questions now at #SalesWebinar #SalesWebinar
  2. 2. #SalesWebinar #SalesWebinar
  3. 3. MEET YOUR EXPERTS: Pete Gracey Chief Operations Officer AG Salesworks @Peter_Gracey #SalesWebinar
  4. 4. MEET YOUR EXPERTS: Jay Gaines Vice President & Group Director SiriusDecisions @izjay #SalesWebinar
  5. 5. MEET YOUR EXPERTS: Mark Roberge Chief Revenue Officer HubSpot @markroberge #SalesWebinar
  6. 6. HOUSEKEEPING NOTES  Webinar is being recorded and will be sent out afterwards  Interact with us on Twitter: #SalesWebinar  Ask questions in the questions panel here #SalesWebinar
  7. 7. AGENDA 1. The Case for Teleprospecting 2. The Case for Inbound Selling 3. Combining Teleprospecting and Inbound Selling #SalesWebinar
  8. 8. The Case for Teleprospecting Jay Gaines Vice President and Group Director SiriusDecisions @izjay #SalesWebinar
  9. 9. Agenda • The Critical Role of Teleprospecting – The end-to-end life of a lead – The glue that binds marketing and sales – Teleprospecting in the demand waterfall • Teleprospecting: Data From The Field – Lead quality – Coverage model – Activity metrics • Six Steps To Strategic Teleprospecting 1. Aligned activities 2. Role specialization 3. Career paths 4. Enablement 5. Integration 6. Partners #SalesWebinar 9
  10. 10. The Critical Role of Prospecting. #SalesWebinar
  11. 11. Complex Sale Lead Management Mechanics SiriusPerspective: For businesses with larger, complex sales a pure teleprospecting layer is required for effective lead qualification and routing. Marketing Target agreement Programs/tactics Teleprospecting Disposition rules Volume rules Notification Source Sales Timeframe Accept/reject rules Notification Deliver Accept/ Reject Accept Lead definition Scoring Nurture MQL definition Engagement rules DQ rules Qualify CRM adoption Engagement rules DQ rules Qualify Qualify Accept Disposition rules Volume rules Notification Timeframe Accept/reject rules Notification Deliver CRM adoption DQ rules Timeframes Accept/ Reject Reject 11 Reject Disqualify Pipeline Disqualify #SalesWebinar
  12. 12. Teleprospecting Makes Marketing and Sales Better SiriusPerspective: A high-performing teleprospecting function binds marketing and sales in a cohesive demand process. Low Leverage Sales • High quality, one-to-one function • Focus on deals that are moving Teleprospecting Marketing/Lead Gen High Leverage • Quality/volume • Purity is key • High volume • Focus on improving efficiency of higher value functions #SalesWebinar
  13. 13. The Demand Waterfall Inquiry Outbound Inbound Marketing Qualification Automation Qualified Leads (AQLs) Teleprospecting Accepted Leads (TALs) Teleprospecting Qualified Leads (TQLs) Teleprospecting Generated Leads (TGLs) Sales Qualification Sales Generated Leads (SGLs) Sales Accepted Leads (SALs) Sales Qualified Leads (SQLs) Close Won Business 1 3 #SalesWebinar
  14. 14. Phase Two: Marketing Qualification SiriusPerspective: Our results peel back the particulars on what used to be a more simplistic marketing qualified lead statistic. Inquiry Outbound Inbound INQ-AQL AQL-TAL TAL-TQL YP100 47.5 81.0 23.3 8.9 Marketing Qualification Automation Qualified Leads (AQLs) Teleprospecting Accepted Leads (TALs) Teleprospecting Qualified Leads (TQLs) Teleprospecting Generated Leads (TGLs) Sales Qualification Sales Generated Leads (SGLs) Sales Accepted Leads (SALs) Sales Qualified Leads (SQLs) Close Won Business 35 percent allow between 75 and 100 percent of inquiries to flow to AQL Watch for…a decline here and equal/better results below as a sign of scoring efficacy 90 percent or greater should be the goal to indicate tight marketing/tele bond #SalesWebinar 1 4
  15. 15. The Demand Waterfall: Inbound Inquiry Outbound Inbound • Over 60% of inquiries • Not Web only • Blend of Web, email, chat, phone • Strong process, unique skills Marketing Qualification Automation Qualified Leads (AQLs) Teleprospecting Accepted Leads (TALs) Teleprospecting Qualified Leads (TQLs) Teleprospecting Generated Leads (TGLs) Sales Qualification Sales Generated Leads (SGLs) Sales Accepted Leads (SALs) Sales Qualified Leads (SQLs) Close Won Business #SalesWebinar 1 5
  16. 16. Teleprospecting: Data from the Field #SalesWebinar
  17. 17. Lead Level of Qualification SiriusPerspective: Nearly 75 percent of respondents indicate that they use teleprospecting to qualify to lead level 3 or higher. 10.3% 16.2% 45.6% 7.4% 20.6% #SalesWebinar 1
  18. 18. Do We Have the Right Teleprospecting Coverage Model? SiriusPerspective: It can take 9 to 12 contact attempts to reach a lead, but teleprospectors make just six attempts, on average, over a fourweek period. 6 swings 28 days 59% 36% 5% phone email DM #SalesWebinar 1 8
  19. 19. Outbound Teleprospecting Activity Metrics SiriusPerspective: Better targeting and use of technology contribute to higher connect rates on outbound dials. Activity Metric (measured daily) Mean Median Call volume 65 50 Connect rate 31% 20% Conversation rate 25% 20% Conversation conversion rate 23% 20% 1.17 0.4 Callback rate 11% 8% Email sends 72 30 14% 10% TQL per day per rep: Email response rate #SalesWebinar 1
  20. 20. Inbound Teleprospecting Activity Metrics SiriusPerspective: The wide gap between mean and median on inbound activity metrics reflects how few companies drive huge volume through inbound marketing. Activity Metric (measured daily) Mean Median Call volume 20 10 Email volume 22 12 Chat volume 13 2 TQL output 10 3 26% 15% Inquiry-to-TQL conversion rate #SalesWebinar 2
  21. 21. Six Steps to Strategic Teleprospecting. #SalesWebinar
  22. 22. Step 1: Align Activities SiriusPerspective: Align teleprospecting activities with key sales and marketing go-to-market strategies. Sales Teleprospecting ENABLE Key Accts Marketing Small-Net Fishing SEED SEED Enterprise/ Territory ACCELERATE CREATE ENABLE NURTURE (and inbound) Outbound/Inbo und ACCELERATE SEED Small/Mid-size Business (Small deals) CREATE ENABLE NURTURE Inbound #SalesWebinar 2 2
  23. 23. Two: Role Specialization SiriusPerspective: Split inbound from outbound to align with changing buying dynamics and better support sales and The Lead The The Mailman marketing efforts. Networker The (Social) The The First Whisperer The Chatter Field Nurse INBOUND Recycler Responder OUTBOUND #SalesWebinar 23
  24. 24. Three: Career Paths SiriusPerspective: Establish career paths to encourage retention and improve quality of the teleprospecting function. • Alternative hiring profiles • Structured career paths within the teleprospecting function • Defined paths to inside and field/ channel sales • Support with formal mentoring and coaching programs 2 4 #SalesWebinar
  25. 25. Four: Enablement SiriusPerspective: Invest in the tools and training specific to the unique needs of teleprospectors. PROCESS SKILLS KNOWLEDGE FOUNDATIONAL ADVANCED Company, products, solutions  Target markets  Messaging fundamentals  Sales territories & org structure Marketing programs Playbooks / call guides Certification  Mrktng calendar Portal / website Targeted Personas / Buying process Competition & differentiation Social insights Written and verbal communication Active listening Call prep / premise for each call Prospect / account research Contact discovery Phone / social selling training Call reviews / role plays Mentoring / Coaching Objection handling Inbound / proactive chat Light demos / presentations Trial management Triage Handoffs from marketing /to sales or channel Lead rejection and disqualification Activity tracking Lead routing rules Service level agreements SFA / MAP Lead management Pre-MQL and recycle nurture Lead scoring and profiling Dashboarding Segmentation Required elements Buyer journey maps Competitive Matrixes Social monitoring tools Enablement vehicles Sales portal / Chatter-like tools for knowledge sharing Product and tools training SFA / MAP SLAs Online training 2 5 #SalesWebinar
  26. 26. Five: Integration SiriusPerspective: Incorporate teleprospecting into program planning…as more than an afterthought for “followup.” • Include teleprospecting in planning exercises • Target account programs/account intelligence • Feedback loops • Message testing • Debrief cadence #SalesWebinar 2 6
  27. 27. Six: Leverage Partners SiriusPerspective: Think strategically about how you use service providers to outsource or complement your internal teleprospecting efforts. • To pilot new programs • To augment existing skill sets • To extend the team • To reduce complexity • To scale the effort • To support specific programs or initiatives • To foster competition #SalesWebinar 2 7
  28. 28. The Case for Inbound Sales Mark Roberge Chief Revenue Officer, HubSpot @markroberge #SalesWebinar
  29. 29. AGENDA 1. Transform the way you target leads 2. Transform the way you prospect leads 3. Transform the way you connect with leads #SalesWebinar
  30. 30. Transform the way you target leads. #SalesWebinar
  31. 31. Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must. OUTBOUND SALES Good Fit Has Pain #SalesWebinar
  32. 32. Inbound Flips the “Good Fit/Has Pain” Model on Its Head. Filtering Leads is a Must. OUTBOUND SALES INBOUND SALES Good Fit Has Pain Has Pain Good Fit #SalesWebinar
  33. 33. Transform the way you prospect leads. #SalesWebinar
  34. 34. How a Traditionally Trained Sales Person Prospects an Inbound Lead #1 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/27 at 3 PM #SalesWebinar
  35. 35. How a Traditionally Trained Sales Person Prospects an Inbound Lead Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” #2 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 5/29 at 2 PM #SalesWebinar
  36. 36. How a Traditionally Trained Sales Person Prospects an Inbound Lead Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” #3 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/1 at 4 PM #SalesWebinar
  37. 37. How a Traditionally Trained Sales Person Prospects an Inbound Lead Voicemail #1: 5/27 at 3 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #2: 5/29 at 2 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” Voicemail #3: 6/1 at 4 PM “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” #4 “Hi Mark. This is John from XYZ Company. We help sales executives streamline their closing process with our state of the art electronic signature technology. Are you free at 1 PM tomorrow to discuss?” 6/4 at 3 PM #SalesWebinar
  38. 38. How an Inbound Trained Sales Person Prospects an Inbound Lead 360 View of a Lead’s Engagement with Your Company Research Monitor and React Inbound Prospecting Approach #SalesWebinar
  39. 39. Monitor Lead Engagement, Not Their PR Traditional Sales • Monitors news and press Inbound Sales • about leads • Calls on these trigger Monitors lead engagement with your company • Calls to help events #SalesWebinar
  40. 40. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Social Media Website Email Monitor and React Inbound Prospecting Approach #SalesWebinar
  41. 41. How an Inbound Trained Sales Person Prospects an Inbound Lead http://getsignals.com Research Email Monitor and React Inbound Prospecting Approach #SalesWebinar
  42. 42. How an Inbound Trained Sales Person Prospects an Inbound Lead Research Monitor and React HOW DOES THAT WORK? Inbound Prospecting Approach #SalesWebinar
  43. 43. How an Inbound Trained Sales Person Prospects an Inbound Lead #1 “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/27 at 7 AM #SalesWebinar
  44. 44. How an Inbound Trained Sales Person Prospects an Inbound Lead Voicemail #1 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” #2 “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 5/29 at 6 PM #SalesWebinar
  45. 45. How an Inbound Trained Sales Person Prospects an Inbound Lead 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” #3 “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side-by-side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” 6/1 at 12 PM #SalesWebinar
  46. 46. How an Inbound Trained Sales Person Prospects an Inbound Lead 5/27 at 7 AM “Hi John. This is Mark from HubSpot. I noticed you downloaded our eBook on B2B Lead Generation through Facebook. I took a look at your company Facebook presence and had two quick ideas to run by you. I will email them to you now. Let me if you would like to go over them.” 5/29 at 6 PM “Hi John. This is Mark from HubSpot. I found a case study of one of you customers that is in your industry that increased their lead flow by 50% using Facebook. I will email you the case study and am happy to walk you through their process when you have a moment.” 6/1 at 12 PM “Hi John. This is Mark from HubSpot. I actually ran your marketing grader report side by side with the HubSpot customer in your vertical. The report yields a few additional opportunities for lead generation in social media. I’ll email you the report now and am happy to walk you through it.” #4 “Hi John. This is Mark from HubSpot. I have not heard back from you so I am going to assume that generating more leads through social media in 2013 is no longer a priority. Call me anytime if things change.” 6/4 at 10 AM #SalesWebinar
  47. 47. LTV COCA LTV / COCA Apply Science to Optimize the Prospecting Cadence Attempt # Attempt All Leads Enterprise Erin Leads Small Business Ollie Leads Mid Leads OllieMarket * Data has been altered from actual HubSpot data for the purposes of this presentation. #SalesWebinar
  48. 48. Transform the way you connect with leads. #SalesWebinar
  49. 49. The Old School Sales Process: Call High “Let’s talk profit margins and growth!” “Yes! Let’s.” #SalesWebinar
  50. 50. When Old School Tries to Go New School “Let’s talk profit margins and growth!” “Huh?” #SalesWebinar
  51. 51. Transform Your Connect Strategy To Leverage Influencers “I noticed you downloaded our eBook. What specific questions did you have?” “Wow! This is really helpful. Can you keep helping me?”  Build trust with the influencer by helping them with their problems.  Ask for the influencers help to engage with the Decision Maker #SalesWebinar
  52. 52. Transform the way your prospects perceive your sales people. #SalesWebinar
  53. 53. Always Be Closing #SalesWebinar
  54. 54. Always Be Closing ALWAYS BE HELPING #SalesWebinar
  55. 55. Train Sales to “Live” in your Prospects’ World #SalesWebinar
  56. 56. Set Them Up to be Thought Leaders #SalesWebinar
  57. 57. Inbound Sales feels more like a Doctor/Patient relationship than a Sales/Prospect relationship #SalesWebinar
  58. 58. Teleprospecting and Inbound Sales: Discussion Pete Gracey COO, AGSalesworks @Peter_Gracey #SalesWebinar
  59. 59. #SalesWebinar #SalesWebinar
  60. 60. FINAL THOUGHTS Teleprospecting • The Critical Role of Teleprospecting • Teleprospecting: Data From The Field • Seven Steps To Strategic Teleprospecting The Case for Inbound Selling • Transform the way you target leads • Transform the way you prospect leads • Transform the way you connect with leads #SalesWebinar
  61. 61. THANK YOU! #SalesWebinar
  62. 62. YOUR SECONDARY CTA http://getsignals.com #SalesWebinar
  63. 63. Stay in Touch #SalesWebinar @SiriusDecisions @AGSalesworks @HubSpot #SalesWebinar

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