7 Essential Tips to Boost Sales Results in 2013

7 Essential Tips to Boost Sales Results

in 2013

Sponsored by:

#CRM2013

– Market leader in intelligent sales software

– Sales automation + integrated dialer + conversion insights

– Help you boost revenue and productivity

– Integrated with leading CRMs & third party solutions

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About Leads360

John Reese VP Marketing, Leads360 @Leads360

#CRM2013

About the Research Findings3

Top Performers: Respondents that achieved Top Quartile performance in key KPI’s

Everyone Else: Everyone Else

REVENUEROMICONVERSION RATE

Performance in:

TODAY’S STATS Total survey responses: 1045

2012 iCRMAug. 2012

n= 198

State of Digital

EngagementSept. 2012

n= 847

#CRM2013

• Challenges with CRM

• 7 Tips Based on Top Performers

• Scorecard to Identify Low Hanging Fruit

4

Agenda

#CRM2013 5

Top Challenges with CRM in 2012

Modifying the platform to fit the company's sales process

Integrating the platform with other company sales and

marketing software/systems

Ensuring data credibility

Driving sale personnel adoption

47%

52%

64%

78%

Top Challenges in 2012

Top Performers

* 2012 iCRM Survey n= 198

#CRM2013

7 Sales Optimization Resolutions for 2013

#CRM2013

Scorecard for Low Hanging Fruit

1 2 3 4 5

1. Value Added Engagement

2. Understanding the Customer Lifecycle

3. CRM Addresses Early Stage Engagement 4. Understanding Enabling Technologies

5. Plug the Holes in the Pipeline

6. Automate Measurement and Metrics

7. Link Process to Desired Outcomes

Sales Resolutions for 2013RANKING

#CRM2013

How Does your organization

currently rank?

1 = Needs a lot of work. 5= We’re doing pretty good.

9

DEAL WITH THIS

Customers are in control.

#CRM2013 10

Sales Acquisition Processes Have Changed

SALESPERSONDECISION MAKERS

1 TO MANY DIALOG

#CRM2013 11


1 TO MANY DIALOG


1:1 CONVERSATIONS HAPPY / UNHAPPY CUSTOMERS

COLLEAGUES

FRIENDS / FAMILY

COMPETITORS

Sales Acquisition Processes Have Changed

#CRM2013

Shifting Consumer Demographics

Need Visibility into Customer Behavior

Managing Communication Fatigue

Compelling & Personal Reasons to Reach Out

Emerging Channels

Automated Alerts

#CRM2013

In your opinion, has Social Media impacted your sales process?

13

Social + CRM = Not Disruptive to Sales Process

Can't Say

Not at All

Somewhat

Significantly

0% 10% 20% 30% 40%

19%

35%

34%

12%

* Gleanster iCRM Survey September 2012, Title: Sales

#CRM2013

Do you use social media to monitor or keep in touch with prospects and customers?

14

* Gleanster iCRM Survey September 2011, Title: Sales

89%

11%

Title: Sales

YesNo

But… Social Media is Widely Adopted by Sales

#CRM2013

Implications: Value Added Engagement

Engage

Enrich

Enterta

in

• Earn a conversation• Tailor messaging• Educate buyers• Trusted advisor

• Targeted• Personalized• Intimate

• Humor• Emotion

Marketing Sales Service

#CRM2013

• Monitor the web to inject yourself into critical conversations.– Use Google News Alerts to trigger better conversations with your accounts– Answers on LinkedIn Q&A could be referenced years later

• Earn a conversation with prospects– Answer questions online– Use social media to learn about prospects– Develop target personas

• Top Performers automate engagement with nurturing and scoring to flow educated and qualified opportunities to the sales team– Quantify and share what defines a “good” sales conversation

Implications: Value Added Engagement

17

RANK IT!!!

Customers are in control.

1 2 3 4 5



18

DEAL WITH THIS

Is the Customer Lifecycle

understood?

#CRM2013 19

Lead Generation Classifications

Leads Prospects Customers

An inquiry into a product, a potential prospect.

Expressed interest in solving a problem.

A qualified decision making individual with budget and authority to influence a sale.

A person or organization that has purchased goods or services.

Will your definition be the same as resources in Marketing or Customer

Service?

#CRM2013

Customer Lifecycle Documented?

Sales has formal understanding of the cus...0%

10%

20%

30%

40%

50%

60%

70%

80%68%

23%

Top Performers Everyone Else


Top Performers Everyone Else

#CRM2013 21

Mapped to the Customer Lifecycle

Buying Cycle Sales Cycle

Service

Customer Lifecycle


#CRM2013 22

Buying Cycle vs. Sales Cycle

Buying Cycle Sales Cycle

ServiceCustomer Lifecycle


When the prospect purchases they become a customer , requiring ongoing service and support. Customers can also be nurtured to encourage up-selling and cross-selling.

Marketing Qualified Leads (MQL).

Inquiry.(Unknown buying intent)

Sales Accepted Lead (SAL)= Prospect

Sales Qualified Lead (SQL) = Valid Opportunity

#CRM2013

Implications: Document & Educate

1. Engage your target audience differently at different stages in the customer lifecycle

2. Sales needs visibility into what stage contacts might be in (within CRM).

3. Alert Sales of relevant changes in behavior (automate and standardize with technology) Lead Routing Lead Alerts

24

RANK IT!!!

Is the Customer Lifecycle

understood?

1 2 3 4 52. Understanding the Customer Lifecycle


25

DEAL WITH THIS

CRM Technology

Doesn’t Always Address

“Customer Relationship

Management”

#CRM2013

• CRM isn’t one size fits all

• Does CRM really meet the needs of your entire sales team?

• How much should it be customized?

26

Sales Engagement

#CRM2013

Embrace the Differences

27

Inside Sales

• Rapid turnaround

• Numbers game• Key– Productivity– Discipline– Consistency–Measurement

Enterprise Sales

• Working leads for months or years

• Handful of opportunities

• Key– Relationships– Often face-to-

face

#CRM2013

Top Performers Use CRM &…

Enterprise Sales Contact Management Account Management Territory Management Opportunity Management A Few Quality Leads

Inside Sales Contact Management Account Management Territory Management Opportunity Management High Volume of Leads Lead Routing Prescriptive Selling Call Scripts Workflow Telephony Integration

CRM Technology CRM Technology + …

#CRM2013 29

Managing the Customer Experience

CUSTOMERS• Quality products & services• Drive up-selling• Drive cross-selling• Drive advocacy• Drive lifetime customer value

PROSPECTS• Educate• Advise• Build Trust

Marketing Technology

SFA & CRM

Sales Optimization

Finance & ERP

Customer Service

#CRM2013

• Does CRM really address the inside sales process?– Remove the guesswork – add metrics that matter

• Contact Rate/Ratio, % of Correct Contacts

– Make optimal processes consistent and efficient– Reduce time spent trying to figure out who to call

• How is CRM being used at your organization?– Capturing too much information– Capturing information that could be used against sales– Customized to augment sales processes

Implications

31

RANK IT!!!

CRM Technology

Doesn’t Always Address

“Customer Relationship

Management”

1 2 3 4 53. CRM Addresses Early Stage Engagement


32

DEAL WITH THIS

The Sales Technology

Landscape is a Mystery

#CRM2013 33

Deliver a Consistent Customer Experience

Top 3 ChallengeIntegrating CRM with other company sales and marketing

Contact

Pipeline

FCST

Opportunity

MARKETING

SALES

SERVICE

CRMCustomer Relationship Management

=Lots of different technologies!

#CRM2013 34

Technology Enablers

CRM

EMAIL MARKETIN

G

WEB ANALYTIC

S

LANDING PAGES

MARKETING AUTOMATION

DIRECT MAIL

FULFILLMENT

DIGITAL SIGNAGE

MOBILE MARKETING

DATA WAREHOU

SE

BUSINESS INTELLIGENCE

SOLUTION

*58%

*38% *29%

*46%

*Percentage of Top Performers that integrate technology with CRM

WEB CONTENT MANAGEMENT

DIGITAL SIGNAGE

DIGITAL ASSET MANAGEMENT

Other Channels (Less frequently integrated)

#CRM2013

Making Sense of Technologies

#CRM2013

Sales Technology Value Chain

Sales Technology Landscapes?

#CRM2013

Sales Technology Value Chain

Sales Technology Landscape?

Marketing

Sales

Service

#CRM2013

Sales Technology Categories

SALES EFFECTIVENESS

SALES ENABLEMENT

SALES PERFORMANCEMANAGEMENT

Configure Price Quote

Sales Analytics

Sales Optimizati

on

Sales Intelligenc

eLearning

MgmtSales

CoachingIncentive

Comp.Mgmt

Talent Mgmt

MA

RK

ETIN

G

CU

STO

ME

R S

ER

VIC

E

Salesforce Automation

Customer Relationship Management

Sales Portal

#CRM2013

• Today, CRM alone can’t support the customer experience.

• Technology exists to make best practices repeatable and templatized- use it!

• On-Demand makes all sales technology accessible and affordable for any size organization.

Implications

40

RANK IT!!!

The Sales Technology

Landscape is a Mystery

1 2 3 4 54. Understanding Enabling Technologies


41

DEAL WITH THIS

Opportunities are slipping

through the pipeline

42

50% of leads will not buy in the short-term but are likely to buy in

the future.

#CRM2013 43

Use of Lead Nurturing

61% 39

%

Top PerformersEveryone Else

22%

78%

Using Lead NurturingNot Using Lead Nurturing

#CRM2013

• Top Performers are 8x more likely than Everyone Else to allow salespeople to route leads back to nurture marketing campaigns from within CRM.– BUT, only 19% of Top Performers had this ability

Engage all opportunities

Sales Qualified opportunitiesnot yet ready to buy.$ $$

$

$ $

#CRM2013

• Look for opportunities to plug the holes in the pipeline – particularly in inside sales– Empower sales to send templated marketing emails

(that can be customized)

• Focus on cross-selling and up-selling the same way you focus on customer acquisition as an organization– The key to successful inside sales is “relationships”

Implications

46

RANK IT!!

Opportunities are slipping

through the pipeline

1 2 3 4 5



47

DEAL WITH THIS

Automate

Measurement

and

Metrics

#CRM2013 48

Most Popular Metrics for Measuring CRM

Book to Bill Ratio

Average Deal Size

System Usage

Win / Loss % by Rep

Actual vs. Forecasted Revenue

Annual Revenue

48%

58%

65%

67%

82%

85%

Metrics Used to Measure Success (Top Performers)

Top Performers


#CRM2013

• 8 out of 10 Top Performers rely exclusively on CRM or Analytics Dashboards for calculating metrics– Spreadsheets aren’t scalable– Must standardize calculation

• Benchmark performance over time

• Minimize system customizations

Best Practices

#CRM2013

Automation “non-traditional” but critical to performance:• Speed-to-Call• Speed-to-Contact• Contact rate• Qualification rate• Conversion rate• Call volume• Average call time• Lead status• Average sales cycle

Automate these metrics in periodic dashboards

Implications

51

RANK IT!!!

Automate

Measurement

and

Metrics

1 2 3 4 5



52

DEAL WITH THIS

Processes don’t map

to results.

Garbage in, garbage out

#CRM2013

• Modify the platform to fit the companies sales process?

• Modify the sales process to fit the platform?

Top 10 Challenges

#CRM2013

• Results are a byproduct of processes

• Top Performers rank process optimization and revision as a top value driver for success.

Focus on Processes Lead to Desired Results

Execution &

Measurement

Process

Desired Result

#CRM2013

• Did your organization change process to fit with the CRM tool? Is that working?

• Are there legacy processes that no longer add value internally?

• Does lack of integration with other systems impede results?– Look at the flow of information – or lack there of…

Implications

56

RANK IT!!!

Processes don’t map

to results.

Garbage in, garbage out

1 2 3 4 5



#CRM2013

Key Takeaways: Things to do… TODAY!

1 2 3 4 5


2. Understanding the Customer Lifecycle

3. CRM Addresses Early Stage Engagement 4. Understanding Enabling Technologies




Sales Resolutions for 2013RANKING

#CRM2013

Additional Resources on the Topic

Deep DiveHow Top Performing Sales Leaders Overcome a Stagnating

Pipeline: Why your CRM investments might be producing diminishing returns.

(January 2013)

All registered attendees will receive a complimentary copy via Leads360!

#CRM2013 59

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