This presentation focuses on how you can use effective targeting and the supporting data from your CRM system to improve opportunity qualification and accelerate the acquisition of targeted customers. Whether you are you are a pro at using your CRM platform, or are still trying to crack the code, this information is for you.

1. (c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

2. Improve Opportunity Creation &
Accelerate Your Revenue
You, like many companies, use a
CRM platform. Perhaps you excel
leveraging this tool. Or maybe you
are still trying to crack the code.
Either way, this information is
for you. It focuses on how you
can use effective targeting and the
supporting data in your CRM
system to improve opportunity
qualification and accelerate
acquiring targeted customers.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without prior permission.

3. Key Actions!
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Deploy Best Practices.
Be Customer Centric.
Align Around the Customer
Buying Process.
Develop an Actionable
Opportunity Scoring Model.
Identify Your Opportunities.
Tell Your Story.
Customize Your Messaging.
Set Your Metrics, Measure
and Report.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

4. 
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Use a customer-centric as you
deploy a targeted opportunity
management process.
Develop a unique scoring
model around the customer’s
buying process.
Prepare and use a decision
process that allows Marketing
and Sales to work in sync to
accelerate revenue generation.
Develop the resources needed
to deliver offerings and protect
your value stream.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

5. Can you answer these
questions about your
customers?
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Who are they (psychographic,
demographic, persona)?
How can they be segmented
(needs based ideally)?
Quantity in each segment?
What, when and why?
How do they buy?
Who does the buying?
Who is the influencer?
What triggers the buying
process?
What are their criteria?
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

6. Six behaviorallybased stages in the
journey . . .
Contact
 Connection
 Conversation
 Consideration
 Consumption
 Communication
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(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

7. 
Aligning around the
buying journey
Reduces ambiguity –
behavior is
observable and
measurable.
 Clarifies what is a
qualified
opportunity.
 Defines where the
stages are in the
process and who
owns them.
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(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

8. 
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Build a scoring model
around fit AND
behavior.
Determine when an
opportunity is sales
worthy AND ready.
Decide how to pass
the baton and log it
into the CRM system.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

9. 
Use your scoring model to:
Create agreement between Marketing and Sales on
best opportunity characteristics and identify key
account characteristics.
 Gain clarity on who & where targeted accounts are.
 Describe your major accounts in psychographic terms.
 Project and forecast the value of these accounts so you
can align human capital and financial assets to attract
and capture these buyers.
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Use your CRM data to map locations, channels
and lead nurturing path to meet these buyers.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

10. 
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Build content, touch
points and channels that
drive conversion across
the Six C’s
With your story . . .
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Show how you create and
sustain trust.
Demonstrate your
competence.
Let others validate.
Make your prospects the
hero! Show how you can
exceed their needs.
Keep it real.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

11. 
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Speak to customer
needs and interests
Deliver value
Entertain
Inform
Give hope
Fit your language to
their hearing
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

12. 
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Start with relevant content.
Deliver your messages where and how it
matters to the customer.
Reach out to influencers who buyers respect.
Devote enough dollars to “appear to be there
even when you’re not” in that channel.
Check with the market to affirm its perspective
. . . often enough but not too much.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

13. 
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Set common metrics and
performance targets.
Use a tracking device outside
the normal CRM process for
targeted accounts.
Use benchmarks to establish
your targets.
Track your target’s progress
along the buying journey.
Have a plan for dormant or
“indecisive” prospects.
Measure, monitor and report.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

14. 
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Marketing needs to understand the quantity,
quality, value, velocity, conversion and win
rate of marketing-generated opportunities.
Sales and the account team will understand,
own and track all assets associated with
account nurturing.
You can ask for help on handling change,
distractions or other “change agents”.
Collaborate on how to convert a new
customer into a sustainable relationship.
Make the effort to plan the details of the
customer experience at the start!
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

15. How do you know if it’s working?
Watch for these indicators:
 Improved:
 Best Practices Sharing
 Forecast Accuracy
 Communications
 Win Rate
 Increased:
 Revenues
 Margins
 Reduced:
 Admin Burden
 New Rep Ramp-up Time
 Sell Cycle
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

16. 
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Celebrate your wins!
Learn from your losses.
Use wins and losses to
drive insights and improve.
Create! Yes that’s right. It’s
vital to segment time for
both marketing and sales to
create new differentiators
and testimonials.
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.

17. Since 1999 Laura and the VisionEdge Marketing team has
helped marketers improve and prove the value of marketing.
By leveraging VisionEdge Marketing’s expertise in data,
analytics, metrics and process, marketing leaders and their
teams are able to accelerate revenue, make marketing more
relevant to the C-Suite, measure their contribution and impact to
the business and transform marketing into a center of excellence.
LAURA PATTERSON
Founder & CEO, VisionEdge Marketing
Free white paper in Resources section at
www.visionedgemarketing.com“Don’t Waste Your Bullets”.
We drive the concept-to-execution processes that create and sustain
long-term value through integrated marketing strategies for companies
operating in regional, national and global markets. This involves not
only complex project management success, but also direction of diverse
technical and creative talents and teams.
We have developed and use a superb model for C-leaders to direct
success through all their growth stages. Ask and it’s yours.
JOE SLADE
Founder & CEO, The Slade Group
(c) 1999-2014 The Slade Group and VisionEdge Marketing. Not for reproduction or redistribution without permission.