Aviva Walsh's demonstration revolved around Inbound Sales and how to implement it in your business. Watch her presentation to learn more about Inbound Sales and the alignment of Sales and Marketing.
6. 1. Inbound salesteams base their entire salesstrategy on the
buyer rather than theseller.
2. Inbound salespeople personalise the entire salesexperience to the
buyer’scontext.
INBOUND SELLING PHILOSOPHIES
7. Ifthe salesperson can not add value beyond the
information the buyercan find on their own,
the buyerhas no reason to engage with the salesperson.
9. “Getting the right information into the
hands of the right sellers at the right
time and place,
and in the right format,
to move a sales opportunity forward”
Source: IDC, 2016
11. The World of Sales is Changing
Reps want to sell better and faster but they have a lot of
challenges that hold them back
• Sourcing “good fit” leads
• They have to stay organised and efficient to remain
competitive
• They need content to add value and help them sell
• They need to take a resourceful and consultative approach
but they cant do this without the right tools and insights
12. 40% of sales people say getting a response from a
prospect was harder than it was 2 years ago
1 in 4 companies say their sales and marketing teams
are “rarely aligned” or “misaligned”
Of companies who say their marketing strategy is
effective, 82% have a tightly aligned sales and
marketing team
Source: State of Inbound, 2016
13. HOW can YOU Enable Your Sales Team?
5 Sales Enablement Strategies to
Empower your Sales Team
16. You Might THINK You Know Who They Are…
• When was the last time sales and marketing sat down to
review your ideal buyer persona together?
• Is marketing creating content for a different audience?
• Who are sales talking to?
17. BUYER PERSONAS
Start with one segmentation
at the company level (like
industry) and one at the
individual level (like role).
18. EXAMPLE PERSONAS
• Persona A: VP of Sales at a Technology Company
• Persona B: Director of Recruiting at a Technology
Company
• Persona C: CEO at a Technology Company
19. Nail Your Buyer Persona
• Don’t guess your buyer persona
• Conduct interviews with key stakeholders and customers
• Discover demographic information, pain points, values, goals
• Create and incentivise customer surveys
• Create an exclusionary or negative persona
• Continually analyse data and use experience to iterate and improve
21. 87%
of the terms sales and marketing use to
describe each other are negative.
Source: Corporate executive board summary, 2016
22.
23. • Goals - E.g. Marketing pipeline = sales quota
• The amount of leads to be handed over and closed
per month (SLA)
• Criteria for a Marketing Qualified Lead
• Criteria for a Sales Qualified Lead
• The handoff process from Marketing to Sales
SMarketing = Alignment
24. Defining Goals
• Start with your shared goal: Revenue
• Revenue goal = £10,000
• Avg deal size: £1,000
(Current revenue/current customers)
• Customers needed: 10
Revenue goal/ Avg deal size
• Average lead to customer: 2%
Current customers / Current leads
• Leads needed: 500
Customers needed/ Avg Lead to Customer%
25. Only
45%
of businesses have established a
company wide definition of a Sales
Ready Lead.
SURVEY BY MARKETINGSHERPA, HTTP://BIT.LY/ZL3SF0
Definition of a SALES READY LEAD?
27. • Contact who downloaded an ebook on lead gen, Company
is 200 – 1000 employees in South London
• A contact at a target company that fits buyer profile, who
filled out a form to request a sales demo or start a trial
• A contact at a target company who’s role makes him or her
a decision maker (e.g. a VP or Director )
Examples of Sales Ready Leads (MQLs)
30. Setting Goals for Lead Nurturing
S pecific
M easureable
A ttainable
R elevant
T imely
An SLA defines what each
team commits to
accomplishing in order to
support the other in
reaching the shared
revenue goal(s).
31.
32. • # marketing-generated leads
• # of those leads that will close into customers
• Speed that leads are followed up with
• Depth of follow up
• Revenue from those closed customers
• Total revenue closed that month from marketing-generated leads
What does an SLA Look like?
33. Maintain OPEN communication
• Weekly Smarketing team meeting
- Review forecast, roadblocks, progress, share
learnings
• Monthly management meeting
- Review revenue goals,
challenges, team performance and quarterly outlook
34. • Misalignment between sales and marketing technologies and
processes costs B2B companies 10% of revenue or more per
year.
• Companies with good smarketing practices in place
generated 208% more revenue from marketing efforts.
• When sales and marketing teams work together, companies
see 36% higher customer retention and 38% higher sales win
rates.
Why you NEED to become a Smarketer
Source: Smarketing survey, HubSpot, 2015
36. Use an effective CRM, integrated with your
marketing tools
• Monitor all prospect activity
within the contact timeline
• Make, log and record calls
• Save notes to contacts record
• Assign sales opportunities
• Keep a close eye on your sales
forecast with dashboards
• Track overall performance and
productivity
37. Provide your sales team with carefully
crafted, ready made email templates
• Congratulations email
• Provide value email
• Send company content
• Follow up from a phone call
• Responding to social media
posts
• Company Announcement
39. OUTREACH CONTENT
Personalise the entire sales experience to the
buyer’s context. This includes:
● Type of organisation the buyer is from
● Who the buyer is within that organisation
● The stage the buyer is at in their buying
journey
41. 83% of b2b buyers only want to hear from you
if you are able to be relevant and contextual.
Source: IDC Study, Marketing Sherpa
42. Effective marketing is all about the right
context and automated lead nurturing
makes it easy to be timely and relevant.
YOU GET OUTREACH CONTENT!
WE ALL GET OUTREACH CONTENT!
