Post on 08-Aug-2015
How to design a How to design a lead generation systemlead generation system
Sales Process EngineeringSales Process Engineering
www.salesprocess.co.uk
Agenda for ChangeAgenda for Change
When budgets are tight...
People & organisations are reluctant to buy...
Markets are more competitive than every before...
Sales success demands:-
1. A systematic, fully integrated sales and marketing process that is aligned with how buyers make real-world buying decisions.
2. Then automate the process, to make best use of CRM and on-line media and data sources, such as LinkedIn
It starts by designing an end-to end sales & marketing process
What's your Problem?What's your Problem?
* Sales and marketing alignment: conflicting strategies and tactics between teams
* Understanding the buyer: do your teams reallyreally know what is required to create and convert new market opportunity into growth & revenue?
* Sales and marketing process is opaque: problems arise -
- what’s happening at each stage? What’s going wrong and how do you fix it?
* Metrics: how to measure and evaluate performance at each key stage in your sales & marketing process
- where are the metrics you need?
* Scalability: forecasting return on investment and time-scales
- how and where to invest to scale up the business?
– … & lack of quality sales leads
Sales Process Engineering: Sales Process Engineering: The Lead Generation SystemThe Lead Generation System
Market Market
PlanningPlanning
Target niche market(s)
•Identify customer
problem(s)•
Differentiate oursolution(s)
•Define & prep
Channels
Account Account
PlanningPlanning
Build segmenteddatabase
•Map
‘Buyer Process’USPs, objections,
tipping point•
Prep Sales Team: Forms
•Differentiated Offer
Generate Generate
AwarenessAwareness
Marcomms to ‘worry’
candidates•
Raise awareness ofsolution value
•Develop
comms media& collateral
•Engage Introducers
Generate Generate
LeadsLeads
Trigger candidateresponse
•Define 3 pre-qualifying
questions•
Engagement issues & plan
•Assign leads
to Sales: Forms•
Lead Status Report
Sales 1: Sales 1:
QualifyQualify
& Influence& Influence
Contact lead, qualify,
assess needs•
Develop sales collateral
•Prep supportingreference data
•SPE & SPIN
questions: Forms
Sales 2: Sales 2:
The The
SolutionSolution
Develop & propose
solution•
Decision makers, criteria,SWOT
•Address the problem –
solution gap•
Trials, guarantees,
small-steps: Forms
CRM CRM
RetentionRetention
Manage customersfor growth
•Tiered account
handling,by value
•Referrals,
case studies•
Schedule reviews•
User Group Meeting
Sales Process Engineering: OverviewSales Process Engineering: Overview • The Goal: the lead generation system offers systematic optimisation of
Resturn on Investment (ROI) from your sales & marketing process
• Benefits: alignment, transparency, metrics & scalability in a defined process
• It's logical: a process enabling you and your teams to understand, model and match how ‘buyers buy’
• Modules: SPE planning; Buyer Behaviour research, SPE training and CRM integration, LinkedIn lead generation
• Compatible with all CRM software. SPE maps to legacy and new systems
• Sales Process Engineering gives entrepreneurs and Directors maximum oversight & control of the process of sales lead generation
Sales Process Engineering: Key benefitsSales Process Engineering: Key benefits • Fully aligns sales and marketing activities based on a new model of buyer
behaviour and understanding of how to influence it
• Provides you with a transparent, measurable sales and marketing process
• Diagnose and resolve specific sales or marketing problems: whether in branding, lead generation, conversion rates or ROI issues
• Evaluate and measure precisely the sales and marketing tools and media required to meet your customers’ needs for communication and service
• Accelerate definition of customer’s problem and solution delivery, to reduce operational costs and improve productivity for you and the customer alike.
• New leads, more business, at a lower cost
The Buyers’ ProcessThe Buyers’ Process
How does the problem arise?
•With whom?
Buyer is worriedBuyer is worried
butbut unawareunaware
Acknowledges Acknowledges
problemproblem
Who is affected,
how, when?•
How does theproblem develop?
Tipping Point: Tipping Point:
Recognises need, actsRecognises need, acts
What happens, to whom and when, that
triggerscustomer to act?
•Why delay acting –
what are the problems in
taking action?
RFI, RFP, RFI, RFP,
ContractContract
How/ who will they
assess the vendors?
•What are the
selectioncriteria, how weighted?
New needsNew needs
What new needs canwe satisfy?
•Which
prospects canthey introduce?
Essential Desktop MetricsEssential Desktop Metrics
Programme ROI (Return on Investment)
Competitor Market share
Target customer segments
Leads by source
Lead by status: ratios
Top sales rep Leads by media FormsTop 10 deals
Sales Process Engineering: Sales Process Engineering:
The 3 Step FormulaThe 3 Step Formula 1. Review:-• Identify key current issues in your sales & marketing process• Assess application of sales process engineered system• Agree required actions
2. Diagnosis:-• Evaluate your current sales and marketing challenges and performance• Target ROI, alignment, transparency, metrics and scalability• Agree opportunities, required actions (Pareto) and investment
3. Solutions:-• Map the sales & marketing process to meet your objectives• Specify and address key stages in the process to meet challenges• Research Buyers: what they want – why, how, when & where• Review results, benefits, reporting and next actions
Next Step: Business Process ReviewNext Step: Business Process Review
Actions:-
• Identify key current issues for the business in your sales & marketing process
• Review current plans & opportunites: assess benefits and KPIs
Outcomes:-
• Agree and prioritise your key current issues and the actions required in your sales & marketing process
• Document the timetable, costings and deliverables
Sales Process Engineering Sales Process Engineering
Thank you!
Further information:
www.salesprocess.co.uk
The lead generation system from www.ReaMarketing.co.uk