Build-a-High-Performance-Customer-Developement-Engine-021516b

BuildingaHigh-PerformanceCustomerDevelopmentEngine

BestPracticesforCustomerLifecycleSales&Marketing

February2016

TheMarketing-to-SalesInterfaceisCritical

ATypicalCustomerAcquisitionModel:• Marketingcreatesleads• Salespursuesopportunities• Customersareacquired

Lifeisgood,butwhatif...• Therearelotsofleadsandnotenoughqualifiedopportunities

• Youropportunityconversionrateislow,inconsistent,orunknown...

February 2016 © Copyright Virtual CMO 2016 Page 2

Marketing Sales

CREATES PURSUESLeads Opportunities

WhatisYourOpportunityConversion

Rate?

%

LeadFunneltoOpportunityPipeline

TheImpactofLowOpportunityConversion

• Leadvolumeishigh,but…• Leadqualityisquestionable• YourmarketingROIsuffers• Marketingdollarsarereallocated• Campaignsarescaledback• Leadvolumedeclines• Theproblemgetsworse

February 2016 © Copyright Virtual CMO 2016 Page 3

MARKETINGIMPACT SALESIMPACT

• Salesrepsqualifyleads• Thepipelineisloadedwithearly-stageopportunities

• Dealstaketoolongtoclose• Thecloseratedeclines• Acquisitioncostgoesup• Revenuegoesdown

TheSolution:ACustomerDevelopmentEngine

EffectiveCustomerDevelopmentmust:

• Transformdigitalexperiencesintopersonalrelationships

• Qualifybuyerswithmessaging&methodologies

• Understandbuyercontext &personalizehowofferingsarepositioned

• Deliveractionableopportunitiestosales(Readyforneedsanalysis,solutiondesignandproposalcreation)

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CustomerDevelopment

NURTURES

RelationshipsMarketing Sales

CREATES PURSUES

Leads Opportunities

CustomerDevelopmentBridgestheGap

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Marketing CustomerDevelopment Sales

ü Createcontentü Communicateü Convertü Measureü Optimize

CREATES NURTURES PURSUES

ü Outreachü Engageü Understandü Educateü Qualify

ü Assessü Solveü Designü Proposeü Close

Leads Relationships Opportunities

Marketing-SalesInterface

5KeyDimensionsofCustomerDevelopment

• ControlledMessagingforemail,voicemail,socialmediaandtalkingpoints

• MarketingAssetsforoutreach,engagementandeducation

• ActionableOfferforconvertinginterestingideasintoactions

• CommercialInsightstoreframethebuyer’sviewofchallengesinyourterms

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#1:CONTENTSTRATEGYWhat problems are top of

mind for your buyer?

What is the business impact of NOT solving them?

What future state would motivate action?

How does your solution enable that future?

Top Challenges

BusinessImpact

Your Solution

Future Vision

BasedonYourTargetBuyerPersona

5KeyDimensionsofCustomerDevelopment

• FormalizedFollow-Upisessentialforconsistencyandrepeatability

• QualificationCriteriamustidentifybudget,authority,needandtimeframe

• LeadNurtureStagesareusedtomonitortheprogressofcustomerdevelopment

• Metrics-Driven Management oftheprocessenablescontinuousimprovement

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#2:NURTURINGPROCESSES LEADS

OPPTY’S

Identify Targets & Establish Trust

Find Pain Points & Business Impact

Apply SQL Criteria & Set Appointment

Build Profile and Follow Workflows

Educate Buyer with Digital Content

Provide Relevant Case Study Solutions

Stage1:OUTREACHSTAGE

Stage2:ENGAGEMENT

STAGE

Stage3:QUALIFICATION

STAGE

PERSONALNURTURE DIGITALNUTURE

5KeyDimensionsofCustomerDevelopment

• SocialMediaNetworksareusedtobuildandexpandrelationshipnetworks

• ContentManagementSystemsareusedtoserveupcontextualizedmarketingassets

• CustomerRelationshipMgt.isusedforleadintelligenceandactivitytracking

• MarketingAutomationSystemsareusedforsegmentedlistsanddigitalnurturing

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#3:INTEGRATEDPLATFORMS

5KeyDimensionsofCustomerDevelopment

• Part-TimeResourcescan finditdifficulttofocusonmessagingandfollow-up

• DedicatedResourcesmoreeasilykeepupwithongoingmarketingcampaigns

• JuniorInsideSalesbringenergyandcommitmentbutmaylackauthenticity

• IndustryVeteransfinditeasiertobuildtrustandestablishpeerrelationships

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#4:PEOPLE&RESOURCES

5KeyDimensionsofCustomerDevelopment

• LowConversionindicatestherearemultiplepotentialareasofimprovement

• UnpredictableConversionindicatesalackofprocess,metricsandimprovement

• PredictableConversioncomesfromrepeatingtheformulathatworksbest

• Predictable&ProfitableConversionhappenswhenexperiencedpeopledeliverthepersonalizedcontentaccordingtoaprovenmethodology

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#5:MANAGINGPERFORMANCEGREATER

CONSISTENCY

BETTERQUALITY

HIGHERQUANTITY

EliminateOpportunityRoadblocks

PIPELINEOPPORTUNITIES

TheCustomerDevelopmentContinuum

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Whereisyourcompanyonthiscontinuum?Stage1 Stage2 Stage3 Stage4

CONTENT

PROCESS

PLATFORMS

PEOPLE

PERFORMANCE

ControlledMessaging

FormalizedFollow-up

CRMTracking

NoDedicatedResources

LowPipelineConversion

MarketingAssets

QualificationCriteria

MarketingAutomation

JuniorInsideSales

UnpredictableConversion

ActionableOffer

LeadNurtureStages

SocialMediaEngagement

ExperiencedInsideSales

PredictableConversion

CommercialInsights

MetricsDriven

DigitalNurturing

IndustryVeterans

Predictable&Profitable

BridgingtheCustomerDevelopmentGap

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Customer development gap analysis.

Assessment

ScopeExplore

FreeConsultation

Execute essential program elements.

90 Day Pilot

LimitedEngagement

Results

Evaluate results of pilot program.

Re-Assessment

ProgramEvaluation

Optimize

Implement customer development engine.

Engagement

OngoingEngagement

Scale

February 2016 © Copyright Virtual CMO 2016 Page 13

Dave Zwicker

Email: [email protected]: 508-470-1995

Twitter: @davezwicker

LinkedIn: www.linkedin.com/in/davezwicker

MARKETING

LearnMore- ContactUs

Tom Fleming

Email: [email protected]: 774-249-8880

Twitter: @tomfleming

LinkedIn: www.linkedin.com/in/tomflemingh2

SALES