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From Pain to GainHow One Agency Reduced Churn and Increased Retainer Size by Offering Sales Consulting

Kathleen Booth

CEO, Quintain Marketing

• Our “Aha” moment

• A new service model

• Business impact

• Blueprint for success

Contact me at kathleen@quintainmarketing.com or @workmommywork

AGENDA

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1. How many of you feel you are delivering excellent results to your clients?

2. How many of you measure your results in terms of visitor traffic and leads?

3. How many of you think your clients measure the value you deliver in visitor

traffic and leads?

4. How many of you have lost a client because they didn’t bring on enough new

customers/revenue via inbound?

But first, some questions…

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1 Our “Aha” Moment

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Earlier this year…

We realized you can get great marketing results for clients and still get fired.

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Everything looked like it was on track…• 2,987 blog page visits

• 103 new leads

• 48 MQLs

• 50%+ conversion rate on 10 key

landing pages

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Except for one thing…

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So we did our research……and what we found changed everything

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86of B2B marketers are using inbound marketing

*2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

%

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38say their inbound marketing is effective

*2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

%

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8of companies say they have tight alignment between marketing and sales*Forrester

%

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Aha!

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2 A New Service Model

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Wonder Twin Powers… Activate!

Form of … integrated inbound marketing and sales consulting engagements

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The Traditional Inbound Marketing Approach

ATTRACT

BloggingSEO

Social Publishing

Strangers

CONVERT

Visitors

FormsCalls-to-ActionLanding Pages

CLOSE

EmailLead Nurturing

Lead Scoring & CRM

Leads

DELIGHT

SurveysSmart Content

Social Monitoring

Customers Promoters

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Quintain’s Inbound Marketing Services

ATTRACT

BloggingSEO

Social Publishing

Strangers

CONVERT

Visitors

FormsCalls-to-ActionLanding Pages

CLOSE

EmailLead Nurturing

Lead Scoring & CRM

Leads

DELIGHT

SurveysSmart Content

Social Monitoring

Customers Promoters

INBOUND MARKETING STRATEGYPersonasKeywords

Goals, KPIs

Content StrategyPromotion Strategy

Progressive Profiling

Nurturing StrategyBuyer’s Journey

SLA

TRAINING & COACHING

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Sales Consulting

ALIGNMENT

Lead ScoringSLA

ENABLEMENTSales Playbook

CRM ConfigurationTemplates

Digital Prospecting

MEASUREMENT

Tracking SystemReporting StandardsSales Management

INBOUND SALES STRATEGYSales Team Evaluation

Action Plan DevelopmentSales Hiring

Sales ProcessManagement Development

Goals & KPIs

TRAINING & COACHING

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Our New Service Model

ATTRACT

BloggingSEO

Social PublishingCRM ConfigurationDigital Prospecting

Strangers

CONVERT

Visitors

FormsCalls-to-ActionLanding PagesSales Playbook

Tracking System

CLOSE

EmailLead NurturingLead ScoringTemplates

SLASales Management

Leads

DELIGHT

SurveysSmart Content

Social MonitoringReporting Standards

Customers Promoters

INBOUND MARKETING & SALES STRATEGYPersonasKeywords

Goals, KPIsPromotion Strategy

Content StrategyProgressive ProfilingNurturing Strategy

Buyer’s Journey

TRAINING & COACHING

Sales Team EvaluationAction Plan Development

Sales HiringSales Process

Goals & KPIsMgmt Development

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Our Staffing Structure Before

Managing Partners

Inbound Marketing Team

Account Manager Account Manager

Account Manager Account Manager

Design Team

Web Designer

Graphic Designer

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Our Staffing Structure Now

Managing Partners

Inbound Team

Account Manager

Marketing Manager Sales Consultant

Account Manager

Marketing Manager Sales Consultant

Lead Strategist Director of Inbound Sales Enablement

Design Team

Web Designer

Graphic Designer

Director of Sales

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And then we took it a step further…

Sales Enablement

Sales Alignment

Salesperson AssessmentsInbound Sales Training

Sales Hiring AssistanceSales Coaching

Inbound Sales Academy Quintain’s Sales Consulting

Outsourced Sales Management

Measurement &Reporting

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3 Business Impact

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BEFORE:• $5 million+ annual revenues

• 5+ years in business

• No marketing department

• CEO is the chief sales person

• TACTICAL engagements

AFTER:• $20 million+ annual revenues

• 10+ years in business

• Established marketing department

• Sales team >5

• STRATEGIC/CONSULTATIVE

engagements

Ideal Client

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$3,000Our average retainer size has grown from

to

$8,500

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SALES CONSULTING:• Average retainer size = $3,000 to

7,000 per month

• Typical retainer is 12 months

• Deal value = $36k – 84k

• 5 new retainers in the next 12 months

= $180k – 420k in new revenue

OUTSOURCED MANAGEMENT:• Average retainer size = $3,000 –

5,000 per month

• Typical retainer is 12 months

• Deal value = $36k – 60k

• 7 new retainers in the next 12 months

= $252k – 420k in new revenue

Projected Revenue From New Services

TOTAL POTENTIAL NEW REVENUE = $432K – 840K

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What will happen when you leave the room?

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TacticsSuccess comes when you shift your focus from

to

Strategy

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4 Blueprint for Success

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SKILLS REQUIRED• 10+ years of sales leadership/

management experience

• Coaching and training experience

• Ownership mentality

• Ability to effectively engage with C-level

professionals

HOW TO HIRE THEM:• Write a job description (download a sample

at quintainmarketing.com/INBOUND15)

• Post to LinkedIn

• Evaluate candidates using the Objective

Management Group assessment

PeopleWHO will deliver sales consulting services?

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WHAT SERVICES?• Enablement

• Alignment

• Strategy

• Process

• Management

• Coaching & Training

PROJECT STRUCTURE:• Combined marketing and sales

engagements or separate contracts?

• How will your team of marketing and

sales experts (or outsourced

consultants) work together?

ProcessHOW will you deliver sales consulting services?

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TECHNOLOGY:• HubSpot CRM

• Sidekick

• Sidekick for Business (templates)

TOOLS:• HubSpot Sales Training (David

Weinhaus class)

• HubSpot sales hiring support

• OMG Candidate Assessments

• ISA training and coaching

Technology and ToolsetWHAT tools are available to help you?

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ISA Partner Program

H U B SPOT

P A RT NER

A G E NCI ES

C A N W ORK

W ITH I S A I N A

V A R IETY O F

W AYS

Overview of the Partner Program• Commission on sales training enrolments (20%)

• Tier program with benefits

• Partner marketplace

• Partner certification

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THANK YOU!

Contact me at kathleen@quintainmarketing.com or @workmommywork