Sales Transformation through Account scoring
30
Sales Transforma-on through Account Scoring
-
Upload
nicolas-draca -
Category
Marketing
-
view
344 -
download
0
Transcript of Sales Transformation through Account scoring
Sales Transforma-on through Account Scoring
Sales Transforma-on through Account Scoring
LinkedIn Corpora-on Nicolas Draca, Director Demand Gen
Saad Hameed, Senior Manager Marke7ng Opera7ons
#EE12
About Us
#EE12
About Us
LinkedIn connects talent with opportunity at massive scale
The world’s largest professional network
6
187M+ Members Worldwide Growing faster than two members per second
1
25
60 2
3
offices
marketers
#EE12
What You’re Going to Learn Today
• The journey of LinkedIn from Lead Scoring to Account Scoring
• The transforma7on of Sales through Account Scoring
#EE12
Ryan, Find out how to get the edge with our newly published industry snapshot from our partners at the Adler Group. Download Whitepaper Warm Regards, Joe Salesperson LinkedIn Recruiting Solutions [email protected] 650.123.4567
Email, InMail
Website Display Ad
Marketing 1:1
#EE12
Eliminate 1 sales meeting per deal. “ “
#EE12
How marketers view scoring ?
#EE12
#EE12
How sales view scoring?
#EE12
How sales view marketing scoring
Lead Score
Account Interest Score
Prospect Account Super Score Account Interest Score, Size of Wallet
Customer Account Super Score Account super score, Engagement Score, NPS
Insights -‐ Lead Score
#EE12
Lead Score Simplify..
#EE12
+25% in Sales Dev Produc-vity
#EE12
My Digital Ac-vity
SFDC contact report Date last scored equals LAST 7 DAYS
Last Marke-ng Ac-vity
Account First Name Last Name Interest Score
Date last scored (11/7/2012)
Website (Talent) Lexmark Eric Laumond
Website (Blog) St Gobain Bruno Rampelberg
Download (WP) Demand Gen David Lewis
Date last scored (11/6/2012)
Website (TC) RAE Stephanie Negre
Email (CTR) AXIS Thomas Draca
Registra7on (WC) MAIA RDTC Eliot Gigandet
#EE12
While some b2b organiza7ons con7nue to struggle with the complexity of qualifying, managing and tracking individual leads, others are moving quickly toward a new level of sophis7ca7on that will provide significant compe77ve advantages.
“ “ Jay Gaines Group Director, SiriusDecisions
#EE12
B2B Buying -‐ behavior changes
• “9 out of 10 business buyers say when they are ready to buy, they will find you.” Source: DemandGen report
• “If the order value is more than $10k – 70% of buyers say they review four or more pieces of content prior to purchase.”
Source: Marke3ng profs
#EE12
LOW
HIGH
MEDIUM
LOW
Sales Transforma-on – Account Score
Lead Score
Account Score
Prospect Account Super Score Account Interest Score, Size of Wallet
Customer Account Super Score Account super score, Engagement Score, NPS
#EE12
The journey to Account Score
• Experiment • Build upon founda7on of Lead Scoring
• Sta7s7cal analysis
• Team effort
#EE12
Account Score -‐ Framework
Summarizes Interest for all Contacts in an Account
High Contact Interest Low Contact Interest Medium Contact Interest Low Contact Interest
Account Interest
#EE12
Account Score vs Closed Won (%)
11%
20%
37%
No Score Low Account Score High Account Score
#EE12
How is Account Score transforming sales
• Sales management planning
• Sales rep planning
• Alignment of Reps with Lead Gen
• Campaigns
Lead Score
Account Score
Account Super Score Prospect Account Interest Score, Size of Wallet
Account Super Score Customer Account super score, Engagement Score, NPS
Sales Transforma-on: Roadmap
#EE12
and more …
Build Connec-ve -ssue
#EE12
In Sales, spending time on the right accounts and activities is everything. The insights that come out of Demand Generation team have been instrumental to scaling our sales and lead gen efforts while maintaining high rep productivity.
“ “ Daniel Shapero VP Talent Solutions, Linkedin
Keep it simple
#EE12
Shoot for the stars
#EE12
Thank you!
