Lessons from the Pitcher’s Mound on Sales Team Development

January 26, 2012

Today’s presenterPaul Rafferty, CEO Sales Engine International

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About Sales Engine International

Agenda

• Baseball 1.0 vs. Baseball 2.0• Sales 1.0 • Sales 2.0• Demand Generation Stages & Process• Building a Team for the Sales 2.0 World• Case Study

Baseball 1.0 vs. Baseball 2.0

Polling Question

Cy Young holds the record for most Complete Games pitched in Major League Baseball history (749).

How many does the current ACTIVE leader have:a) 347

b) 125

c) 66

d) I don’t like baseball or sports analogies!

Answer: 66

Roy Halladay

Why the Big Difference

Cy Young at 749 vs. Roy Halladay at 66– Was Cy “Super Human”– Are we getting weaker?

Or, are we approaching things differently– Adjusting to what we learn?

• Statistics? Matchups? Change Momentum?

– Has the economic landscape changed?• TV Contracts? Bigger Staffs? Specialization?

Accelerating Change

YearGames

StartedGames

Completed% Games Completed

1904 2496 2186 87.6%1914 3758 2067 55.0%1924 2462 1198 48.7%1934 2446 1061 43.4%1944 2484 1123 45.2%1954 2472 840 34.0%1964 3252 797 24.5%1974 3890 1089 28.0%1984 4210 632 15.0%1994 3200 255 8.0%2004 4854 150 3.1%

The game has changed

SO What’s the Point

• Circumstances have changed• Must revisit “long held” assumptions• Build a Model for the “New Normal”

“You can't do today's job with yesterday's methods and be in

business tomorrow”

The Sales World We Grew Up In

The World of Selling has Changed

- 85% of Cold Calls Go to Voice Mail

- 80% of B2B Buyers “Find” the Sellers

Polling Question #2

How would you describe your current sales model?

a) Sales Rep Pitches “Complete Game”

b) Inside Sales Feeds Outside Sales

c) Integrated Marketing Inside Sales/Nurture Feeds “Closer”

Demand Generation Stages

Suspect•SEO / PPC•Events• Campaigns

MQL(Marketing

Qualified Lead)

•Fit Score >X•Interest Score >Y•Total Lead Score >Z

SQL(Sales Qualified

Lead)

•Budget•Authority•Need•Timeframe

Opportunity•Sales Stage; or•Opportunity Scorecard

Win/Loss

Today’s Starting Pitcher

Integrated MarketingProspect DatabaseRich ContentMarketing AutomationExecutionLead Scoring

Goals of the “Starter”

Today’s Middle Reliever

Nurture Resource:• Converts MQL’s…

(Marketing Qualified Leads)

• Into SQL’s (Sales Qualified Leads)

• Key Success Factors:– Defined Process– Situational Fluency– Patience &

Persistence

Timing is Everything

Copyright © 2009 Sales Engine International. All rights reserved

Timing is everything

• 100x more likely to ‘connect’ with lead within 5 minutes vs. 30 minutes

• 21x more likely to ‘convert’ leads contacted within 5 minutes vs. 30 minutes

• 7x more likely to have “meaningful conversations” w/decision makers” in 1st hour

• Only 37% of companies respond within hour

Today’s “Closer”

Sales Executive:

• Rich Industry Experience• Problem Solver /Adds Value

• Highly Compensated• Large Quota and Pressure

• Focused on the “Now Deal”• Not “wired” to nurture

Demand-Gen Engagement Process

Suspect

MQL(Marketing Qualified

Lead)

SQL(Sales Qualified

Lead)

Opportunity

Win/Loss

Lead score

>X

Yes

CallSales Ready

Yes

Campaign response, Trigger event, etc.

Opportunity

record

Contactrecord

No

• First “Stage” of sales process; or• First action in “Opportunity

Scorecard”

Baseball 1.0 & Sales 1.0

Baseball 2.0 & Sales 2.0

Starter / Nurture Case Study

Sent eNewsletter to 18,000 recipients

Directed inside sales reps to IMMEDIATELY follow up after launch

Split their calling into groups based on lead score, click activity

• No lead score • No opens or clicks

• Lead score = Low• Merely opened email(s).. But no

‘clicks’

• Lead score = Medium• Clicked through on 1+ outbound

campaign

• Lead score = High• Opened & clicked on campaigns for

several months and visited web

Cold

MQL #3

MQL #2

MQL #1

Starting Pitcher– Metrics

Conclusions878% Better Than Cold Calling

Rating 1 Rating 2 Rating 30%

100%

200%

300%

400%

500%

600%

700%

800%

900%

1000%

878%

321%

124%

% Conversations convert to Appointment

Phone conversations with 1,216 leads

– 495 cold leads– 721 scored leads

% Leads converted– Cold = 0.6%– MQL #3 = 0.7%– MQL #2 = 1.9%– MQL #1 = 5.3%

Sales Engine’s Growth in Sales Opportunities / Month

Sales Engine’s Growth in Sales Opportunities / Month

Baseball 2.0 & Sales 2.0

Map Offer

In the survey at the conclusion of today’s presentation you will have an opportunity to request a copy of the Sales Acceleration Map.

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Questions

• Thank you for attending.• We will now begin the Q&A portion of our

presentation.

About today’s speaker