Mais conteúdo relacionado Semelhante a Building a Predictable Pipeline of Sales: A Demand Generation Plan How-To (20) Building a Predictable Pipeline of Sales: A Demand Generation Plan How-To1. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
Building a
Predictable
Pipeline of
Sales:
A Demand Generation
Plan How-To
2. 2
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
I’m Stephanie. Connect with me:
@Steph_Ristow
LinkedIn.com/in/StephanieRistow/
sristow@charterschoolcapital.org
@Steph_Ristow
WELCOME!
3. 3
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PLAN COMPONENTS
1. FINDING THE
BALANCE
2. STAGE LEVEL
OBJECTIVES
3. AUDIENCE
PERSONAS
4. MESSAGING FOR
PERSONA/ STAGE
5. PIPELINE-BASED
GOALS
6. ESTABLISH
PROGRAMS
4. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
FINDING THE BALANCE
Demand Generation vs. Account Based Marketing
5. 5
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
FINDING THE BALANCE
Demand
Generation
Traditional, funnel based
marketing strategy
focused on persona-
based messaging and
programs.
(Fishing with a net)
Account Based
Marketing (ABM)
A more targeted,
proactive approach
focused on delivering
account-personalized
messages and tactics.
(Fishing with a spear)
NOTE: Based on your product price-point/ length of sale, identify the appropriate
proportion of Demand Generation to Account Based Marketing programs.
6. 6
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
FINDING THE BALANCE
3 month sales cycle; <$100,000 deal size
NOTE: Based on your product price-point/ length of sale, identify the appropriate
proportion of Demand Generation to Account Based Marketing programs.
Demand
Generation
Traditional, funnel based
marketing strategy
focused on persona-
based messaging and
programs.
(Fishing with a net)
Account Based
Marketing (ABM)
A more targeted,
proactive approach
focused on delivering
account-personalized
messages and tactics.
(Fishing with a spear)
7. 7
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
FINDING THE BALANCE
12 month sales cycle; $2,000,000 deal size
NOTE: Based on your product price-point/ length of sale, identify the appropriate
proportion of Demand Generation to Account Based Marketing programs.
Demand
Generation
Traditional, funnel based
marketing strategy
focused on persona-
based messaging and
programs.
(Fishing with a net)
Account Based
Marketing (ABM)
A more targeted,
proactive approach
focused on delivering
account-personalized
messages and tactics.
(Fishing with a spear)
8. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
STAGE LEVEL OBJECTIVES
9. 9
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
STAGE-LEVEL OBJECTIVES
Objectives Message Themes KPIs
AWARENESS
• Cultivate brand recognition
• Generate new leads
We do (things). Check us
out!
• Site traffic
• Leads (MCLs)
CONSIDERATION
• Drive engagement with
leads and contacts
• Open doors with influencer
audiences
We are a resource for
(audience). We know and
specialize in this space.
Learn more!
• Lead engagement
(MQLs)
• Influencer meetings
CONVERSION
• Support opportunity
conversion with value prop/
product-related content and
sales support
We (value prop). Purchase
with us!
• Sales accepted
leads (SALs)
• Opportunities
LOYALTY
• Drive additional purchases
from clients
• Capture referrals from
happy customers
Look how great it is to
work with us. Purchase
with us again. Refer us to
other charter leaders.
• Upsell opportunities
• Client referrals
10. 10
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
STAGE-LEVEL OBJECTIVES
Objectives Message Themes KPIs
AWARENESS
• Cultivate brand recognition
• Generate new leads
We do (things). Check us
out!
• Site traffic
• Leads (MCLs)
CONSIDERATION
• Drive engagement with
leads and contacts
• Open doors with influencer
audiences
We are a resource for
(audience). We know and
specialize in this space.
Learn more!
• Lead engagement
(MQLs)
• Influencer meetings
CONVERSION
• Support opportunity
conversion with value prop/
product-related content and
sales support
We (value prop). Purchase
with us!
• Sales accepted
leads (SALs)
• Opportunities
LOYALTY
• Drive additional purchases
from clients
• Capture referrals from
happy customers
Look how great it is to
work with us. Purchase
with us again. Refer us to
other charter leaders.
• Upsell opportunities
• Client referrals
11. 11
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
STAGE-LEVEL OBJECTIVES
Objectives Message Themes KPIs
AWARENESS
• Cultivate brand recognition
• Generate new leads
We do (things). Check us
out!
• Site traffic
• Leads (MCLs)
CONSIDERATION
• Drive engagement with
leads and contacts
• Open doors with influencer
audiences
We are a resource for
(audience). We know and
specialize in this space.
Learn more!
• Lead engagement
(MQLs)
• Influencer meetings
CONVERSION
• Support opportunity
conversion with value prop/
product-related content and
sales support
We (value prop). Purchase
with us!
• Sales accepted
leads (SALs)
• Opportunities
LOYALTY
• Drive additional purchases
from clients
• Capture referrals from
happy customers
Look how great it is to
work with us. Purchase
with us again. Refer us to
other charter leaders.
• Upsell opportunities
• Client referrals
12. 12
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
STAGE-LEVEL OBJECTIVES
Objectives Message Themes KPIs
AWARENESS
• Cultivate brand recognition
• Generate new leads
We do (things). Check us
out!
• Site traffic
• Leads (MCLs)
CONSIDERATION
• Drive engagement with
leads and contacts
• Open doors with influencer
audiences
We are a resource for
(audience). We know and
specialize in this space.
Learn more!
• Lead engagement
(MQLs)
• Influencer meetings
CONVERSION
• Support opportunity
conversion with value prop/
product-related content and
sales support
We (value prop). Purchase
with us!
• Sales accepted
leads (SALs)
• Opportunities
LOYALTY
• Drive additional purchases
from clients
• Capture referrals from
happy customers
Look how great it is to
work with us. Purchase
with us again. Refer us to
other charter leaders.
• Upsell opportunities
• Client referrals
13. 13
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
STAGE-LEVEL OBJECTIVES
Objectives Message Themes KPIs
AWARENESS
• Cultivate brand recognition
• Generate new leads
We do (things). Check us
out!
• Site traffic
• Leads (MCLs)
CONSIDERATION
• Drive engagement with
leads and contacts
• Open doors with influencer
audiences
We are a resource for
(audience). We know and
specialize in this space.
Learn more!
• Lead engagement
(MQLs)
• Influencer meetings
CONVERSION
• Support opportunity
conversion with value prop/
product-related content and
sales support
We (value prop). Purchase
with us!
• Sales accepted
leads (SALs)
• Opportunities
LOYALTY
• Drive additional purchases
from clients
• Capture referrals from
happy customers
Look how great it is to
work with us. Purchase
with us again. Refer us to
other prospects.
• Upsell opportunities
• Client referrals
14. 14
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
STAGE-LEVEL OBJECTIVES
Objectives Message Themes KPIs
AWARENESS
• Cultivate brand recognition
• Generate new leads
We do (things). Check us
out!
• Site traffic
• Leads (MCLs)
CONSIDERATION
• Drive engagement with
leads and contacts
• Open doors with influencer
audiences
We are a resource for
(audience). We know and
specialize in this space.
Learn more!
• Lead engagement
(MQLs)
• Influencer meetings
CONVERSION
• Support opportunity
conversion with value prop/
product-related content and
sales support
We (value prop). Purchase
with us!
• Sales accepted
leads (SALs)
• Opportunities
LOYALTY
• Drive additional purchases
from clients
• Capture referrals from
happy customers
Look how great it is to
work with us. Purchase
with us again. Refer us to
other prospects.
• Upsell opportunities
• Client referrals
15. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
AUDIENCE PERSONAS
16. 16
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
DEFINE YOUR AUDIENCE PERSONAS
Role Description What keeps them up at night? General Message
C-Suite
Janet
Dir/ Mgr
Stephanie
Contributor
Brittini
Influencer
Michael
17. 17
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
DEFINE YOUR AUDIENCE PERSONAS
Role Description What keeps them up at night? General Message
C-Suite
Janet
Specific description of
this role. Background,
demographics,
specific interests.
Dir/ Mgr
Stephanie
Contributor
Brittini
Influencer
Michael
18. 18
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
DEFINE YOUR AUDIENCE PERSONAS
Role Description What keeps them up at night? General Message
C-Suite
Janet
Specific description of
this role. Background,
demographics,
specific interests.
What are the major stresses in their
job that your product/ service can
solve?
Dir/ Mgr
Stephanie
Contributor
Brittini
Influencer
Michael
19. 19
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
DEFINE YOUR AUDIENCE PERSONAS
Role Description What keeps them up at night? General Message
C-Suite
Janet
Specific description of
this role. Background,
demographics,
specific interests.
What are the major stresses in their
job that your product/ service can
solve?
How will you position your
product/ information
specifically for this role?
Dir/ Mgr
Stephanie
Contributor
Brittini
Influencer
Michael
20. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MESSAGING FOR PERSONA/ STAGE
21. 21
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MESSAGING FOR PERSONA/ STAGE
C-SUITE
Janet
DIR/ MGR
Stephanie
CONTRIBUTOR
Brittini
INFLUENCER
Michael
AWARENESS
Message for C-level
executive that
doesn’t know about
us
CONSIDERATION
CONVERSION
LOYALTY
22. 22
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MESSAGING FOR PERSONA/ STAGE
C-SUITE
Janet
DIR/ MGR
Stephanie
CONTRIBUTOR
Brittini
INFLUENCER
Michael
AWARENESS
Message for C-level
executive that
doesn’t know about
us
CONSIDERATION
CONVERSION
LOYALTY
23. 23
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MESSAGING FOR PERSONA/ STAGE
C-SUITE
Janet
DIR/ MGR
Stephanie
CONTRIBUTOR
Brittini
INFLUENCER
Michael
AWARENESS
Message for C-level
executive that
doesn’t know about
us
CONSIDERATION
…has heard of us,
but not yet engaged
CONVERSION
LOYALTY
24. 24
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MESSAGING FOR PERSONA/ STAGE
C-SUITE
Janet
DIR/ MGR
Stephanie
CONTRIBUTOR
Brittini
INFLUENCER
Michael
AWARENESS
Message for C-level
executive that
doesn’t know about
us
CONSIDERATION
…has heard of us,
but not yet engaged
CONVERSION
…has considered us
and is looking for a
solution
LOYALTY
25. 25
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MESSAGING FOR PERSONA/ STAGE
C-SUITE
Janet
DIR/ MGR
Stephanie
CONTRIBUTOR
Brittini
INFLUENCER
Michael
AWARENESS
Message for C-level
executive that
doesn’t know about
us
CONSIDERATION
…has heard of us,
but not yet engaged
CONVERSION
…has considered us
and is looking for a
solution
LOYALTY
Message for C-level
client regarding
upsell and referrals
26. 26
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
MESSAGING FOR PERSONA/ STAGE
C-SUITE
Janet
DIR/ MGR
Stephanie
CONTRIBUTOR
Brittini
INFLUENCER
Michael
AWARENESS
Message for C-level
executive that
doesn’t know about
us
Message for C-level
executive that
doesn’t know about
us
Message for C-level
executive that
doesn’t know about
us
Message for C-level
executive that
doesn’t know about
us
CONSIDERATION
…has heard of us,
but not yet engaged
…has heard of us,
but not yet engaged
…has heard of us,
but not yet engaged
…has heard of us,
but not yet engaged
CONVERSION
…has considered us
and is looking for a
solution
…has considered us
and is looking for a
solution
…has considered us
and is looking for a
solution
…has considered us
and is looking for a
solution
LOYALTY
Message for C-level
client regarding
upsell and referrals
Message for C-level
client regarding
upsell and referrals
Message for C-level
client regarding
upsell and referrals
Message for C-level
client regarding
upsell and referrals
27. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS
28. 28
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
LOYALTY
NOTE:
NOTE: Work from the bottom up
29. 29
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal? $1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
30. 30
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
So we need
10 won
opportunities
31. 31
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
32. 32
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
40
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
So we need
40 $100,000
opportunities
in the pipeline
GET SALES/ MARKETING
ALIGNMENT AROUND THIS
NUMBER!
33. 33
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate? 1%
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
40
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
So we need
400 SALs
34. 34
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
90%
1%
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
40
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
35. 35
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
445
90%
1%
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
40
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
So we need
445 MQLs
36. 36
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate? 50%
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
445
90%
1%
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
40
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTE: Work from the bottom up
37. 37
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
890
50%
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
445
90%
1%
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
40
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTES:
• You should already have leads; not starting from scratch
• If the SAL number is too high, you’ll need to optimize conversion rates
• Use these numbers to help prioritize your programs
So we need
890 leads
38. 38
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PIPELINE-BASED GOALS (INVOLVE SALES!)
Key Questions Goals
AWARENESS
How many leads (MCL)?
MCL > marketing qualified (MQL) rate?
890
50%
CONSIDERATION
How many sales accepted (MQL) leads?
MQL > SAL rate?
SAL > Opportunity rate?
445
90%
1%
CONVERSION
How many opportunities?
Opportunity to win rate?
Value/ won opportunity?
New Business Volume Goal?
40
25%
$100,000/ won opportunity
$1,000,000
LOYALTY
NOTE:
NOTES:
• You should already have leads; not starting from scratch
• If the MQL/ SAL number is too high, you’ll need to optimize conversion rates
• Use these numbers to help prioritize your programs
More
engagement
campaigns
More lead gen
activities
More sales
support
materials
39. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
ESTABLISH PROGRAMS
40. 40
Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
ESTABLISH PROGRAMS
Objectives Programs/ Campaigns (Examples)
AWARENESS
• Cultivate brand recognition
• Generate new leads
• Lead generation campaign
• LinkedIn
• Direct mail
CONSIDERATION
• Drive engagement with
leads and contacts
• Open doors with influencer
audiences
• Newsletter
• Nurture drip
• Webinars
• Conference attendance/ sponsorship
CONVERSION
• Support opportunity
conversion with value prop/
product-related content
and sales support
• Sales collateral
• Pitch deck
• ABM program
• Meeting incentive program
• Sales emails
LOYALTY
• Drive additional purchases
from clients
• Capture referrals from
happy customers
• Referral program
• AM support
41. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
VOILA, A STRATEGY!
42. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
QUESTIONS?
Slides available at:
twitter.com/steph_ristow
linkedin.com/in/stephanieristow
Contact me at:
sristow@charterschoolcapital.org
Stalk me at:
instagram.com/steph_ristow/