OBJECTIVES PROBLEMS WHAT TO WHOM THROUGH … · Use Miller Heiman Blue Sheet to plan opportunity -...
1
PROBLEMS WHAT TO WHOM THROUGH WHOM Months Quarters Years 4 6 MATURITY OF TARGET MARKETS $0.08m STRATEGY To leverage strength's & overcome weaknesses, use Miller Heiman’s Strategic Selling Blue Sheet to plan each opportunity, and use references early to improve lack of recognition 17 15 16 17 9 2 7 2 3 2 5 3 4 3 Cost References 6 1 2 $0.25m $0.50m $1.7m Share 24 AGAINST WHOM 3 1 MM DIY Inaction Local AB SFC 2 3 8 3 2 1 1 3 3 6 4 4 3 1 Direct sales through accredited Funnel Coaches. Introducers from: CRM vendors & integrators, trainers, VCs, trade associations, existing customers. ICT companies + ‘flushed’ early adopters from other markets. Pragmatic CEOs / Divisional Director + Head of Sales / Channel + Head of Marketing USP Recognition Total FUNNEL MODEL Sales & marketing engine is underperforming Integrated Sales and Marketing plans incl. strategy, tactics, plan and measures. Sold as ‘Funnel Camp’ (incl. pre- Camp metrics & ‘as is’ strategy, planning workshop, document plan & oversee execution). Marketing training sold as Funnel Academy (public and private). Prove up the demand generation strategy & plan internationally . $0.10m 3 2 $0.08m $2.5m 1 OBJECTIVES $4.0m 4 $4.0m $0.50m $0.40m Attractive New Targets Recycled prospects Contact received Interest established Gap acknowledged Need identified Offer understood Preference formed Decision made Revenue 15,719 2,336 2,652 185 148 480 520 13 20 16 51 148 CR 36% 35 25% 6 Q4 Y2 Y3 TOTAL M1 M2 M3 Q2 Q3 20% Maturity 15% Market 4% MATURITY OF TARGET MARKETS 0% 35% 46 37 120 23 18 60 60 120 1,358 303 981 4,182 2,955 240 1,601 89 469 680 1,389 128,051 800 1,657 564 1,139 0% 10% DG 51% 7% 4% 8% 8% 25% 6% 8% 4 7 8 25 25 33 $4.0m $8.2m $0.50m $2.5m 17 36 54 318 476 949 51 115 12 11 36 SIZING 6% 218 333 653 $0.08m $0.08m $0.10m $0.40m $0.50m System integrators 20% 3,338 4,289 Main street Bowling alley Tornado Early market EM 14% CRM integrators Hardware vendors 20% 25% 35% 114,978 232,002 CRM vendors 20% Focus 275,803 1,000 4,648 6,403 8,623 FUNNEL MODEL 13,532 15,682 13,073 43,801 2,955 8,623 9,604 12,805 20,008 95,731 80,049 0 3,694 2,955 Offer understood Attractive Contact received Interest established Gap acknowledged Need identified Preference formed Decision made Revenue Sales staff (FTEs) Sales utilisation TICS Need identified (1657) Offer understood (1389) Preference formed (949) Decision made (653) Contact received (275803) New Targets (43801) Gap acknowledged (3338) Interest established (13532) CAMPAIGN PLAN 99% 105% 107% 87% 80% 6 7 3 3 3 3 4 10 92% 105% 107% 98% Offer understood Attractive Phone call to qualify, Email: 1-page 'sell sheet ' for free review Funnel Review: Assess health of sales and marketing engine Use Miller Heiman Blue Sheet to plan opportunity - ID Present findings of Present recommendations face- to-face to key Outline ROI of clear plan & skilled team Replay journey - situation, gap, need, solution, ROI, proof Highlight cost of inaction Present one-page summary of journey Ask for the contract. Advance call to PA List rental Desktop research Call to discuss gaps and 'sell' free audit Contact received Interest established Gap acknowledged Need identified Preference formed Decision made Revenue Letter re planning or funnel gaps Social media PR Referral The impact of under- performing sales and marketing engine Webinars TACT Offer understood Under-perform Not aligned Lack plan Growth stalled Not closing Poor Mktg Strong Attractive Phone call to qualify, and 'sell' free audit Email: 1-page 'sell sheet ' for free review Funnel Review: Assess health of sales and marketing engine Use Miller Heiman Blue Sheet to plan opportunity - ID Present findings of review with key Leave case study Present recommendations face- to-face to key Outline ROI of clear plan & skilled team Replay journey - situation, gap, need, solution, ROI, proof Highlight cost of inaction Selectively offer industry-specific reference calls Email link to video testimonial Present one-page summary of journey Ask for the contract. Set kick-off date Existing house list Funnel Coaches Funnel Vision email, & RSS (MM & partners) Advance call to PA List rental Desktop research Partner email, DM, banner ad & web site Call to discuss gaps and 'sell' free audit Contact received Interest established Gap acknowledged Need identified Preference formed Decision made Revenue Letter re planning or funnel gaps SEO self-subs Syndication partner Social media PR Referral The impact of under- performing sales and marketing engine Small events Webinars White papers You Tube Attend once or register / download 3 times Test against ICP © MATHMARKETING, 2009 WWW.MATHMARKETING.COM
Transcript of OBJECTIVES PROBLEMS WHAT TO WHOM THROUGH … · Use Miller Heiman Blue Sheet to plan opportunity -...
����� ���� ��
PROBLEMS WHAT TO WHOM THROUGH WHOM
MonthsQuartersYears
4 6
MATURITY OF TARGET MARKETS
$0.08m
STRA
TEGY
To leverage strength's & overcome weaknesses, use MillerHeiman’s Strategic Selling Blue Sheet to plan each opportunity,and use references early to improve lack of recognition
17 15 16 17 9
27 2 3 2 5 3
4 3CostReferences
6 1 2$0.25m $0.50m$1.7m
Share
24
AGAINST WHOM
3 1
MM DIY Inaction Local AB SFC
2 38 3 2 11
3
3 64
4 3 1Direct sales throughaccredited FunnelCoaches.
Introducers from: CRMvendors & integrators,trainers, VCs, tradeassociations, existingcustomers.
ICT companies +‘flushed’ early adoptersfrom other markets.
Pragmatic CEOs /Divisional Director +Head of Sales /Channel + Head ofMarketing
USPRecognition
Total
FUNNEL MODELSales & marketing engine is underperforming
Integrated Sales andMarketing plans incl.strategy, tactics, planand measures. Sold as‘Funnel Camp’ (incl. pre-Camp metrics & ‘as is’strategy, planningworkshop, documentplan & overseeexecution). Marketingtraining sold as FunnelAcademy (public andprivate).
Prove up the demand generation strategy & planinternationally .
$0.10m32
$0.08m
$2.5m
1
OBJECTIVES
$4.0m
4
$4.0m$0.50m$0.40m
Under-perform
Not aligned
Lack plan
Growth stalled
Not closing
Poor MktgStrong
Attra
ctive
New TargetsRecycled prospects
Contact receivedInterest establishedGap acknowledgedNeed identifiedOffer understoodPreference formedDecision madeRevenue
15,7192,336
2,652
185 148 480 520
13 20 16 51
148CR36%
35
25%6
Q4 Y2 Y3 TOTALM1 M2 M3 Q2 Q3
20%
Maturity
15%
Market
4%
MATURITY OF TARGET MARKETS
0%
35%46 37 12023 18 60 60
120
1,358303 981 4,1822,955
240 1,601
89 469 680 1,389
128,051
800 1,6575641,139
0% 10%
DG51%
7%4% 8% 8%
25%6%8%
4 7 8 25 25 33$4.0m $8.2m$0.50m $2.5m
17
36 54 318 476 94951
115
12 11 36
SIZIN
G 6%
218 333 653$0.08m $0.08m $0.10m $0.40m $0.50m
System integrators
20%
3,338
4,289
Main streetBowling alleyTornadoEarly market
EM14%
CRM integratorsHardware vendors
20%
25%35%114,978 232,002
CRM vendors
20%
Focus275,8031,000 4,648 6,403
8,623
FUNNEL MODEL
13,532
15,682 13,073 43,801
2,955
8,623
9,604 12,805 20,008 95,731
80,0490
3,694 2,955
Offer understood
Under-perform
Not aligned
Lack plan
Growth stalled
Not closing
Poor MktgStrong
Attra
ctive
Contact receivedInterest establishedGap acknowledgedNeed identified
Preference formedDecision madeRevenue
Sales staff (FTEs)Sales utilisation
TICS
Need identified (1657) Offer understood (1389) Preference formed (949) Decision made (653)Contact received (275803)New Targets (43801) Gap acknowledged (3338)Interest established (13532)CAMPAIGN PLAN
99% 105% 107%87% 80%6 73 3 3 3 4 10
92% 105% 107% 98%
Offer understood
Under-perform
Not aligned
Lack plan
Growth stalled
Not closing
Poor MktgStrong
Attra
ctive
Phone call to qualify,and 'sell' free audit
Email: 1-page 'sell sheet' for free review
Funnel Review: Assesshealth of sales andmarketing engine Use Miller Heiman Blue
Sheet to planopportunity - ID
Present findings ofreview with key
Leave case study
Presentrecommendations face-
to-face to key
Outline ROI of clear plan& skilled team
Replay journey -situation, gap, need,solution, ROI, proof
Highlight cost of inaction
Selectively offerindustry-specificreference calls
Email link to videotestimonial
Present one-pagesummary of journey
Ask for the contract.
Set kick-off dateExisting house list
Funnel Coaches Funnel Vision email, &RSS (MM & partners)
Advance call to PAList rental
Desktop research
Partner email, DM,banner ad & web site
Call to discuss gaps and'sell' free audit
Contact receivedInterest establishedGap acknowledgedNeed identified
Preference formedDecision madeRevenue
Letter re planning orfunnel gaps
SEO self-subs
Syndication partner
Social media
PR
Referral
The impact of under-performing sales and
marketing engine
Small events
Webinars
White papers
You Tube Attend once or register /download 3 times
Test against ICP
TACT
ICS
Offer understood
Under-perform
Not aligned
Lack plan
Growth stalled
Not closing
Poor MktgStrong
Attra
ctive
Phone call to qualify,and 'sell' free audit
Email: 1-page 'sell sheet' for free review
Funnel Review: Assesshealth of sales andmarketing engine Use Miller Heiman Blue
Sheet to planopportunity - ID
Present findings ofreview with key
Leave case study
Presentrecommendations face-
to-face to key
Outline ROI of clear plan& skilled team
Replay journey -situation, gap, need,solution, ROI, proof
Highlight cost of inaction
Selectively offerindustry-specificreference calls
Email link to videotestimonial
Present one-pagesummary of journey
Ask for the contract.
Set kick-off dateExisting house list
Funnel Coaches Funnel Vision email, &RSS (MM & partners)
Advance call to PAList rental
Desktop research
Partner email, DM,banner ad & web site
Call to discuss gaps and'sell' free audit
Contact receivedInterest establishedGap acknowledgedNeed identified
Preference formedDecision madeRevenue
Letter re planning orfunnel gaps
SEO self-subs
Syndication partner
Social media
PR
Referral
The impact of under-performing sales and
marketing engine
Small events
Webinars
White papers
You Tube Attend once or register /download 3 times
Test against ICP
© MATHMARKETING, 2009 WWW.MATHMARKETING.COM
