Shifting The Axis: A New Model For Marketing And Sales Collaboration
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PRESENTED BY #C2C14 Shifting the Axis: A New Model for Marketing and Sales Collaboration ADP ® Sales Enablement
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Transcript of Shifting The Axis: A New Model For Marketing And Sales Collaboration
PRESENTED BY!
#C2C14!
Shifting the Axis: A New Model for Marketing and Sales Collaboration!
ADP® Sales Enablement!
#C2C14!
About Us!
• Sr. Director, Lead Center • @BrianTeevan • [email protected]
Brian Teevan
• Director, Sales Opera;ons • @DannMarty • [email protected]
Dann Marty
#C2C14!
A comprehensive, global provider of cloud-‐based Human Capital Management solu;ons and BPO services, analy;cs and compliance exper;se.
Small
Mid
Large
Product A
Product B
Product C
9 Sales Groups
Central Lead
Center
Ü Partner with opera;ons to ensure requirements documented and implemented
Ü Manage enterprise leads, including nurturing and presales qualifica;on
Ü Process governance to ensure lead engagement and ensure
Lead Qualifica7on Lead Programs Governance !
A little about our role!
#C2C14!
Today’s Takeaways!
Ü Identify the drivers for shifting the axis of sales and marketing collaboration!
Ü How to break through political obstacles to make the shift!
Ü Articulate the value that an optimized approach can deliver to both sales and marketing!
#C2C14!
Buyer Empowerment, Sales Complexity
57% Buying process complete before engaging sales1 5.4
Average size of buying group1
59% Time spent on non-‐selling ac7vity5
1CEB 2013 2DemandGen Report 3Insidesales.com 4Gleanster Research 5CSO Insights 2011
90% Buyers say when ready to buy, they will find you2
35-50% Of sales go to vendor that responds first3 50%
Leads qualified but not yet ready to buy4
Why the need to shift the axis?!
#C2C14!
Direct Sales Marke;ng
Lead Gen
Pre-‐Lead Center: ü Large global sales team with many quota carriers ü Heavy Direct Sales go-‐to-‐market approach ü Campaigns were mainly sales tools for gaining access ü Some Lead Gen to acquire new names
Why the need to shift the axis?!
#C2C14!
Basic repor;ng
Limited visibility
One way lead flow – no recycling
No feedback between sales and marke;ng
Process Management
All leads handed to sales – no qualifica;on
High false-‐posi;ve rate
Widespread distribu;on
Inconsistent training and no
SLAs
Sales Handoff
Shared pla[orms – but
independently developed
Redundant processes
Ad hoc digital campaign
development
Infrastructure
Wrong Des;na;on
Ignored Inconsistent Management
Why the need to shift the axis?!
#C2C14!
HOW WE MADE THE SHIFT!Building the Lead Center!
#C2C14!
Continuous Conversation!
Gain Access Provide Your Sales Teams with Dynamic Gaining Access Tools to Help Personalize Message
Sales Enablement Aligned to the Buyer’s Journey
EARLY MID
LATE
Drive Leads Loosening the status quo, Engaging early stage buyers and aDracEng acEve buyers not current talking to us
Sales Funnel Accelera3on Provide a guided selling approach that leverages mobile technology and leads the buyer to your unique differenEators.
© Copyright 2014 ADP, Inc. Proprietary Information of ADP. All rights reserved.
#C2C14!
þ Capture key elements of the process to be changed
þ Test and measure changes and new programs
þ Quan;fy and ar;culate the value
þ Build credibility with sales leaders
þ Iden;fy champions / challengers for change in sales
þ Op;mize and maximize value to the organiza;on
Set the vision
Define the process
Get senior level support
Our Approach: Driving Sales Efficiencies Through Lead Management!
#C2C14!
Our Vision!End-‐to-‐End Repor7ng &
ROI
Digital Marke7ng
Partner Referral
BUÜBU Referrals
Webinar AVendees
Whitepaper Downloads
Web Browsers Other Le
ad
Sour
ce
ES L
ead
Cen
ter
Automa7
on
Nurturing ü Thought leadership ü Product tracks ü Decision maker-type
customization ü Recycling ü AB / upsell ü Progressive profiling
ü Behavior modeling to drive messaging ü Predictive analytics to drive ADP approach ü Intelligent Sales Campaigns
Scoring Models & Predictive Analytics
CRM
AVS MAS SBS ESI Can Ins RS TSR MNC
Sale
s D
estin
atio
n
Field Sales | Inside Sales
“Contact me” Partner Referrals
BUÜBU
MQL Lost / Stalled Deals Clients / AB
ü May be verified ü Direct to sales
Lead SLA Monitoring and Enforcement
NAS
Fast Track Lead Programs
#C2C14!
Inquiries
Pre-‐sales
Sales Accepted
Closed/Won Business
Opportunity
2. Pre-‐Sales Nurturing before a prospect is handed off to teleprospec;ng, field or channel resource; communica;on posi;oned from ADP or from teleprospec;ng
3. Rejected Recycle Nurturing when a prospect is rejected by a sales resource for predetermined reasons or has no movement for a predetermined period of ;me
4. Closed/Lost Recycle Nurturing when a once engaged opportunity has died on the vine or sales has marked as closed/lost with no further movement
2
3
4
1. Outbound Outbound lead genera;on to engage cold and/or inac;ve leads to drive early ac;vity to feed into nurturing
1
Our Vision: Identify Target Groups and Build Lead Programs!
#C2C14!
“Sure, help us manage leads… …but just DON’T touch our leads.”
#C2C14!
• Sales marked opportunity as “closed/lost” • No other open sales opportunity • Listed in Sales CRM database
Closed/Lost Recycle
• Sof leads that were not being passed to sales • Website / downloads / adver;sing / events • May or may not already be in Sales CRM database
Pre-‐Sales Leads
Where to start: ü Least sales resistance, disrup;on ü Leads not being worked or neglected ü Pitch as a 90-‐day pilot test
Shift from Direct Sales to Lead Nurturing Campaigns!
#C2C14!
Entered Program: 800
Opportuni7es Created: 30%
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First Mee;ng 39%
Proposal 34%
Closed Won 14%
Closed Lost 13%
Opportunity Status
ü 240 opptys, $X pipeline
Proposals: 34%
Closed Won: 14% $X Dollars Closed
Key Conversions
ü Over 1 in 4 nurtured accounts entered oppty
ü More than 1/3 have gone to proposal
Numbers are illustraEve, not actual results
“How can you tell if there was an impact?” “We already work these accounts all the Eme.” “Most opportuniEes are self-‐generated.”
Nurture Program Results!
#C2C14!
0%
13%
21%
29%
0%
9%
18%
21%
0%
10%
20%
30%
At 0 days* Afer 30 days Afer 60 days Afer 90 days
Nurtured Non-‐Nurtured
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38% relative higher rate
Opportunity Rate by Month
Closed/Lost Recycle Nurturing After 90 Days!
“Wow, we got back into more opportuniEes at a faster rate!”
#C2C14!
0%
7%
13%
18%
0% 0% 1% 1%
0%
5%
10%
15%
20%
At 0 days* Afer 30 days Afer 60 days Afer 90 days
Nurtured Non-‐Nurtured
17
Opportunity Rate by Month
17 times more likely to
enter sales opportunity
Pre-Sales Lead Nurturing!After 90 Days! “This is really a no brainer!”
“Just nurture them all!”
#C2C14!
Further shifts: Incorporating the Human Touch!
Build a Receiving Team • Iden;fy who can handle the human touch • Setup training support for handling sof inquiries • Develop SLAs and processes
Leverage Email Engagement to Priori;ze • Use ac;vity to filter a large target list of contacts • Develop a simple ac;vity threshold to trigger a human touch
Use Mul;ple Channels • Phone outreach • Personal emails • Social media
#C2C14!
Articulating the Value of the Shift!
Measure
Set KPIs
Audit the Process
þ Iden;fy champions / challenges for change
þ Set simple KPIs
þ Arm leaders with ac;onable repor;ng
þ There is more to life than repor;ng
þ 3rd Party Response Audits
þ Opportunity & Lead comparison
#C2C14!
Getting alignment here is easy
Where the work gets done !
!
ü Ownership at all levels
ü Focus leads amongst dedicated team
ü SLAs – what does great look like?
ü Front line managers need to be coaching and tools to learn how to manage the process!
ü Long term focus, and “lead level” ground game tactics
Champion
Hero !Change Manager
Identify champions / challengers for change in sales!
#C2C14!
KPIs: Evangelize your key priorities!
Response time decreased from never / days to
minutes
Pre-Qualification of leads saves sales time working bad
leads
110% increase in 12 months
Nurtured contacts were 14 times more likely to enter a sales process than control
Respond Faster
Increase Sales Produc;vity
Increase Value per Lead
Influence Early Stage Buyers
#C2C14!22
#C2C14!
There is more to life than reporting!
• Live leads • Track Response • 3rd Party Op;ons
Real Life Audit
• Lead data • Opportunity data • Any misses?
Compare Sales Ac;vity to Leads
#C2C14!
Axis Shifted: Our New Model for Sales and Marketing Collaboration!A systemic communication and lead management process to maximize lead value and drive sales productivity and effectiveness.!
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• Stage between lead gen and sales
• Quality check before lead given to sales
• Save sales ;me | follow up to ensure engagement
Lead Qualifica;on
• Enterprise messaging pushed to non-‐sales ready prospects
• Early | Mid | Late
Lead Nurture • Leverage automa;on and lower cost reps to generate incremental sales opportuni;es
Lead Development
110% Increase in value per
ac7onable lead
14x Nurtured contacts are more
likely to enter a sales process
150% Target ROI using lower cost resources to drive sales
4,000 Hours of sales
produc7vity 7me saved
#C2C14!
Questions?!Please follow us on Twitter:!
@BrianTeevan!@DannMarty!
@ADP!
Thank you for your time!!Key Takeaways!Ü Identify the drivers for change – both internal and
external – agree on challenges to align goals!Ü Look for areas of least sales resistance – not worked or
neglected – easier to agree on a test pilot!Ü Plan for measuring pre/post and test/control groups to
prove concepts!Ü Optimize programs beyond basic reporting and tactics !
