Capture the Total Addressable Market
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Transcript of Capture the Total Addressable Market
Capture the Total Addressable Market With a Data Driven
Money Engine
Are you getting to the TAM?
Total Addressable Market
Marketing Generated Leads
The rest of the Market
• What is your strategy for getting to the rest of the market? • Does this keep you up at night? • What are your competitors doing? • The market is noisy, is your message getting through?
It’s not rocket science
Or is it?
Leads are the engine.
They provide the thrust.
The Money Engine is where the magic science happens
Get to the TAM
There are two primary sources of new business, marketing driven leads and sales driven leads (AKA the Money Engine). You need both.
Marketing Generated Leads SEO, Content Marketing, Email Campaigns, Social Media, PR
Total Addressable M
arket The Sales Driven Money Engine Data Driven, Hypothesize, test, optimize, key components: Research & Connect then Qualify
Qualify & Score then push into the sales process or into a nurture campaign
Sales Cycle
Sales Driven Lead Gen
But isn’t cold calling dead?
Not really – it just needs to be re-imagined and more research and qualification focused.
How does it work?
Res
earc
h Acquired Lists Data.com LinkedIn Google Scrub against install base Grade 1,2,3
Con
nect
Short emails Executive referrals Looking for pain point Research Calls Be persistent
Qua
lify Start a
conversation Open ended questions Look for high level fit Pass to AE Nurture
Research
Segment Market
Understand buyer
Understand buying cycle
Build Lists
Google is your friend
Think big - size matters
Measure Review list performance
Get good at this – it limits your
market
Connect
Connect
Executive referral
• Short Email • Text base • iPhone
readable • Ask for
person who handles X.
Cold Research Call
• Call main number
• Ask “who does X?”
• Get to know the company
Get creative
• Try new things
• Optimize message
• This stage is critical
• Be persistent
Seriously – it’s business time. You have one job – connect with these prospects.
Qualify
Pass to AE or to Nurture
Understand their
problems
Don’t try to sell yet
Look for fit – capture data and
notes
Disqualify – but get a reason
Don’t hire hunters, hire closers
Think of sales hunting like an English game hunt where the beaters drive the game before the hunters. Use a systematic approach to drive new qualified leads to your key closers.
Now let the Selling begin
The process described here is designed to feed into a true sales process.
This in not an end point – it is a beginning.
This process should data driven and constantly optimized.
Hire great closers who take these leads and turn them into delighted customers.
To capture the Total Addressable Market you need both inbound marketing leads and sale driven leads – if you don’t build it someone else will.
About Me
Contact: Erik Langner [email protected] 650-787-5204 www.linkedin.com/in/eriklangner
• Proven SaaS sales leader • Team builder, mentor and coach • Opportunity finder • Deal closer • Evidence based optimizer • Problem solver
• Questioner of the status quo • Consensus builder • Story teller • Table setter • Home run hitter • Sales Scientist