@AA_ISP | @ToutApp

Step 1Define Pipeline Coverage Needs

Step 2Determine Target Approach

Step 3Design Messaging & Campaigns

1) How many touches?

2) What’s the messaging by persona?

3) What kinds of content can we leverage?

4) Which channels?

5) Automated and Manual mix

6) Sprinkle in “Custom Tasks”

x Coverage Model Source: Storm Ventures Blog

Pipeline Strategy Overview

@AA_ISP | @ToutApp

Step 0: Who Owns What?

Define Responsibilities Around Pipeline Generation

Marketing

Sales Development

Market Development

Account Executives

Hybrid

x

@AA_ISP | @ToutApp

Pipeline

Step 1: Define Pipeline Coverage NeedsDoes my team have enough pipeline to hit the number?

Sales Forecast 90 Days

Avg Sales Days

Close Rate

1

Source: Storm Ventures Blog

x

@AA_ISP | @ToutApp

Step 2: Determine Target Approach

Personalization

Automation

Enterprise Transactional

What is the complexity of our sales cycle?

What is our communication strategy

to map to the buying process?

@AA_ISP | @ToutApp

Step 3: Design Messaging & Campaigns

Logistics:

Inbound v Outbound?# of Touches

DurationChannel

Content:

Find the common thread to make it relevant and

ensure it resonates

x

@AA_ISP | @ToutApp

Example Inbound Sales Campaign

Day 1 Day 2 Day 3 Day 4 Day 7 Day 14 Day 21 and so on..

@AA_ISP | @ToutApp

Example Outbound Sales Campaign

Day 1 Day 3 Day 7 Day 13 Day 16 Day 17 Day 21 and so on..

@AA_ISP | @ToutApp

Personalization

Sal

es C

ompl

exity

Communication Strategy

Enterprise

Transactional

(Outbound) Key Stakeholders/ Decision Makers Tier A Accounts

Automation

(Outbound) Tier B Accounts or Your Not

Ready to Buy Now

(Inbound) ‘Downloaded

Analyst Report’ Lead from Lower Level Personas

(Outbound) Lower Level/ End User Personas Tier A

Accounts

Map Out Automation & Personalization