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The Science of Sales – End to End Process Readiness Framework
- 1. The Science of Sales: An End- to-End Process Readiness Framework Hilary Headlee VP of Sales Operations at MINDBODY
- 2. What’s the #1 Goal of Sales Operations?
- 4. Better training More training. Better tools. More tools. More leads. Better leads. Better process.
- 5. Step 1: Add your core selling motions in the first column Prospect
- 6. Step 1: Add your core selling motions in the first column Prospect Land
- 7. Step 1: Add your core selling motions in the first column Prospect Land Expand
- 8. Step 1: Add your core selling motions in the first column Prospect Land Expand Retain
- 9. Motion Process Prospect Land Step 2: Add these pillars in the sales process to the columnsExpand Retain
- 10. Motion Process Playbooks Prospect Land Step 2: Add these pillars in the sales process to the columnsExpand Retain
- 11. Motion Process Playbooks Certifications Prospect Land Step 2: Add these pillars in the sales process to the columnsExpand Retain
- 12. Motion Process Playbooks Certifications KPIs + Scorecards Prospect Land Step 2: Add these pillars in the sales process to the columnsExpand Retain
- 13. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Land Step 2: Add these pillars in the sales process to the columnsExpand Retain
- 14. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Demand Gen Marketing Ops Channel Ops Sales Enablement Product Marketing Sales Enablement HR Partners Business Insights Data Science HR Business Systems IT Land Step 3: Assign the interlock departments as stakeholders to the sales process pillars Expand Retain
- 15. Step 4: Assign key sales leaders as stakeholders to those selling motions Prospect Sales Development Land Inside/Direct/AE Sales Engineering Channel Sales Expand Outside/Field/AM Sales Engineering Channel Sales Retain Outside/Field/AM Customer Success
- 16. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Lead Acquisition Nurture Mapping Lead Stages Qualification Land Expand Step 5: Add in key processes that support the prospecting selling motionRetain
- 17. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Lead Acquisition Nurture Mapping Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Land Expand Step 6: Add in the customer facing playbooks that run the key processes Retain
- 18. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Lead Acquisition Nurture Mapping Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Land Expand Step 7: Add in onboarding or ongoing certifications Retain
- 19. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Lead Acquisition Nurture Mapping Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Net New Adds Lead Response Time Conversion Rates Pipeline Adds Land Expand Step 8: Keep KPIs very limited to accurately measure and manage to Retain
- 20. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Lead Acquisition Nurture Mapping Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Net New Adds Lead Response Time Conversion Rates Pipeline Adds Outbound Outreach Lead Score + Route Analytics + Insights Demand Mgmt Land Expand Step 9: Include key technologies to support the processes and playbooksRetain
- 21. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Lead Acquisition Nurture Mapping Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Net New Adds Lead Response Time Conversion Rates Pipeline Adds Outbound Outreach Lead Score + Route Analytics + Insights Demand Mgmt Land Step 10: Rinse and Repeat across the remaining selling motions Expand Retain
- 22. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Contact Acquisition Nurture Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Net New Adds Lead Response Time Conversion Rates Pipeline Adds Outbound Outreach Lead Score + Route Analytics + Insights Demand Mgmt Land Sales Stages Deal Snapshot Pipeline/Forecasting Key Handoffs Trial Conversions Land in X with Y Competitive Takes Winbacks Prospect Level 1 Storytelling Objection Handling Negotiation Close Rate Average Deal Size Sales Cycle Trial Conversions Outbound Outreach CPQ Video Creation Gamification Expand Retain
- 23. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Contact Acquisition Nurture Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Net New Adds Lead Response Time Conversion Rates Pipeline Adds Outbound Outreach Lead Score + Route Analytics + Insights Demand Mgmt Land Sales Stages Deal Snapshot Pipeline/Forecasting Key Handoffs Trial Conversions Land in X with Y Competitive Takes Winbacks Prospect Level 1 Storytelling Objection Handling Negotiation Close Rate Average Deal Size Sales Cycle Trial Conversions Outbound Outreach CPQ Video Creation Gamification Expand Sales Stages Deal Snapshot Pipeline/Forecasting Key Handoffs Cohort Expansion Data Scored Expand Pilots Unlimited Deals Prospect Level 1 Storytelling Objection Handling Negotiation Forecast Accuracy Health Score Cross-sell % Upsell % Outbound Outreach Analytics + Insights ABM Gamification Retain
- 24. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Contact Acquisition Nurture Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Net New Adds Lead Response Time Conversion Rates Pipeline Adds Outbound Outreach Lead Score + Route Analytics + Insights Demand Mgmt Land Sales Stages Pipeline Mgmt Pipeline/Forecasting Key Handoffs Trial Conversions Land in X with Y Competitive Takes Winbacks Prospect Level 1 Storytelling Objection Handling Negotiation Close Rate Average Deal Size Sales Cycle Trial Conversions Outbound Outreach Analytics + Insights CPQ Gamification Expand Sales Stages Pipeline Mgmt Pipeline/Forecasting Key Handoffs Cohort Expansion Data Scored Expand Pilots Unlimited Deals Prospect Level 1 Storytelling Objection Handling Negotiation Forecast Accuracy Health Score Cross-sell % Upsell % Outbound Outreach Analytics + Insights ABM Gamification Retain Sales Stages Renewal Mgmt Pipeline/Forecasting Key Handoffs Early Renewal At Risk High Potential Leading a QBR Leading a QBR Storytelling Objection Handling Negotiation Health Score Net Retention Gross Retention QBRs Complete Outbound Outreach Analytics + Insights Customer Mgmt Gamification
- 25. Motion Process Playbooks Certifications KPIs + Scorecards Tech Stack Prospect Contact Acquisition Nurture Lead Stages Qualification Cold Cadence Warm Cadence MQL Cadence ABM Elevator Pitch Qualification Criteria Basic Demo Value Proposition Net New Adds Lead Response Time Conversion Rates Pipeline Adds Outbound Outreach Lead Score + Route Analytics + Insights Demand Mgmt Land Sales Stages Pipeline Mgmt Pipeline/Forecasting Key Handoffs Trial Conversions Land in X with Y Competitive Takes Winbacks Prospect Level 1 Storytelling Objection Handling Negotiation Close Rate Average Deal Size Sales Cycle Trial Conversions Outbound Outreach Analytics + Insights CPQ Gamification Expand Sales Stages Pipeline Mgmt Pipeline/Forecasting Key Handoffs Cohort Expansion Data Scored Expand Pilots Unlimited Deals Prospect Level 1 Storytelling Objection Handling Negotiation Forecast Accuracy Health Score Cross-sell % Upsell % Outbound Outreach Analytics + Insights ABM Gamification Retain Sales Stages Renewal Mgmt Pipeline/Forecasting Key Handoffs Early Renewal At Risk High Potential Leading a QBR Leading a QBR Storytelling Objection Handling Negotiation Health Score Net Retention Gross Retention QBRs Complete Outbound Outreach Analytics + Insights Customer Mgmt Gamification
- 26. Thank you!