Sales 2.0 at Global ContactForum 2010

Dan Hudson, President

3forward

How New Media, Social Networks and Web 2.0

Have Changed Sales (And How to Make It Work For You)

Copyright © 2010 3forward, LLC. All Rights. Reserved

Create. Increase. Accelerate.TM

Sales Goals Have Not Changed

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Increasing wins from new logo prospects

Top of mind with prospects in ‘buying mode’

Accelerating in-bound lead generation

Consistent, sustained lead cultivation

Increasing sales efficiency and reducing cost/lead

.

Neither Have Most Sales Programs

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List Purchased

Direct Mail

Cold Calling

Qualifying

Presenting

Closing

.

51.5% 2009 % of Reps Making Quota

78.5% Overall Plan Attainment

85.1% Companies Raising Quotas in 2010

• 3,000+ Companies Participated Worldwide, Cross Industry Participation,

SMB and Large Enterprises

• 100+ Sales & Marketing Effectiveness Metrics Tracked

• Best Practices Benchmarking on How Sales Teams are Leveraging

People, Process, Technology and Knowledge to Address Challenges

CSO Insights

But Results Show Issues

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2010 Sales Performance Optimization Study

.

Rapid commoditization, razor-thin margins and

international competition pressuring every geography,

industry, service, or product

Prospects no longer rely on salesperson to learn

about the feature and functionality of a product

Prospects overwhelmed with offers and overlapping,

conflicting, or disconnected value propositions

Mike Drapeau, Executive Vice President

Sales Benchmark Index

Why Old Methods Stopped Working

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Status Quo

Priority Shift

Research OptionsStep

BacksValidation Choice

From Designing Nurturing Programs to Drive Sales©, by Ardath Albee

Today’s Buying Process…

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Sales Readiness: Segmentation, Targeting, Content Development, Business Intelligence, SEO

Lead Creation: Blogging, Webinars, Targeted Campaigns, Value-Added Emails, Social Networks

Lead Engagement: Compelling Offers, Calls to Action, Site visit tracking

Lead Nurturing: Promotions, PURLs, White papers

Sales Ready Scoring

Qualification

Prove Value

Decision

Marketing

Sales

…Requires A New Sales Model

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Status Quo

Priority Shift

Research OptionsStep

BacksValidation Choice

Drip Marketing / Lead Nurturing of Relevant, Value

Add Content Keeps you Visible to Targeted Prospects

Need: Alignment With Buyer Phases

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Status Quo

Priority Shift

Research OptionsStep

BacksValidation Choice

Formulate Value Proposition

Engage in Dialogue

Understand Landscape

Prioritize Investments

Need: Knowing When To Engage

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2.0 SERVICES INTEGRATION

LEAD CREATION

SALES READINESS

Markets Targets

Outbound Inbound

Social Media

Research

Events

Tools

Message

Nurturing

Building The 2.0 Sales Plan

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.

• Define segment(s)

• Establish target client characteristics and attributes

– and alternatives (competitive analysis)

• Classify buyer drivers and considerations

• Validate and rank prospect types based on target

criteria

• Separate prospects into Tiers 1, 2, and 3

• Create sales tools such as Sweet Spot Matrix

• Distinctive value proposition – No Jargon

1st: Markets,Targets & Messages

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Lead Lifecycle Management

Score and Prioritize Leads

Nurture Prospects with Drip Marketing

Track Campaigns and Responses

Campaign Landing Pages

View Companies & Prospects Visiting Website / Pages

Measure and Track ROI

Send E-Newsletters

Integrate with CRM

Segmentation

Reporting

Lead

Notification

Landing Pages &

Micro-sites

Drip Marketing,

News, Campaigns

WebsiteSocial Media &

Networks

Events &

Webinars

CRM System

Lead Scoring,

Nurturing

Tracking Tracking

2nd: Lead Creation – New Tools for Success

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Lead Management Best Practices

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Breaking Away From Bottom Tier

• Consider Lead Management Technology

• Implement Lead Nurturing

• Segment and Target Customers

Getting Above Average

• Leverage Multi-Campaign Nurturing

oNew Leads, Recycled Leads, Existing Customers

• Marketing Alignment on Goals & Metrics

Improving on Best in Class

• Take Lead Lifecycle Management company-wide

• Formalize Lead Recycling from Sales to Marketing

Aberdeen Group: Building A Pipeline That Never Leaks

Gartner says social projects with defined and clear

purposes show measurable results and those

vendors that move from general social applications

to specific purpose applications will enjoy double

and even triple-digit growth over the year.

Gartner’s Top 5 CRM Predictions For 2010, Social Apps are Key

February 23, 2010

3rd: 2.0 Elements – Now Is The Time

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1. Carefully select the segments where you can best compete and serve.

2. Be strategic with your sales model.

3. Identify innovative approaches to differentiating yourself.

4. Be unique in communicating your value proposition and benefits.

5. Sales is changing. Competing requires creative investment.

6. Buyers want process improvements and innovation, not just cost

cutting. Identify your innovation examples during your presentations.

7. Stop worrying whether the economy is good or bad for outsourcing.

8. Do not ignore existing customers. They are your competitor’s prospect!

9. Consider in-direct selling relationships and alternative channels.

10.Define a sales process for your company and follow it faithfully.

Sales Readiness Essentials

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Sales, Marketing and Social Media Experts

• Ardath Albee Marketing and Content

• Chris Brogan B2B Social Media

• Brian Solis Social Media

• Dan Zarrella Inbound Marketing

• David Meerman Scott Marketing and PR

• Gerhard Gschwandtner Sales 2.0

Sales Benchmarking

• CSO Insights

• Sales Benchmark Index

New Tools Directory

• 9 categories of sales and marketing best practices and dozens of

downloads

For More Information

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Sales Readiness Join Our Group

3forwardBecome a Fan

3forwardFollow Us

Sales Leaders Blog

Sales Leader

ResourcesNew Tools Directory

Join The Discussion

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Visit us 3forward.com or Lead-Ready.com

Create. Increase. Accelerate.

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Dan Hudson

[email protected]

Matt Smith

[email protected]

Gracias and Thank you!

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