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Lessons from the Pitcher’s Mound on Sales Team Development January 26, 2012
Today’s presenter Paul 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
Year Games Started
Games 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
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”
Polling Question #2
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 • Won
• Lost – Competitor
• Lost – No-decision
Today’s Starting Pitcher
Integrated Marketing • Prospect Database • Rich Content • Marketing Automation • Execution • Lead 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
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
Call Sales
Ready
Yes
Campaign response,
Trigger event, etc.
Opportunity record
Contact record
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
Conclusions 878% Better Than Cold Calling
878%
321%
124%
0%
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
Rating 1 Rating 2 Rating 3
% 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.
Questions
• Thank you for attending.
• We will now begin the Q&A portion of our
presentation.
About today’s speaker
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