Webinar: True Cost of Calling Every Lead

Webinar:

The True Cost ofCalling Every Lead

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Housekeeping

If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard

Your speakers

Jacco van der KooijSales Strategy ConsultantsThe Future of Sales is Now

Jessica CrossDirector of MarketingFliptop

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@IndoJacco @jfayesf | @fliptop

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Today’s Webinar Agenda

1. Quarterly Goals2. Scaling Marketing to Meet Sales Goals3. Calculating The Cost4. Q&A

To submit questions during the webinar, please tweet them:

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Any of these quarterly goals look familiar?

Increase marketing qualified leads (MQLs)

Increase marketing’s contribution to pipeline

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• Last month I did $100k and used 200 MQLs

Q2 Goal: I need 2,000 MQLs!

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Quarterly Goals x,xxx MQLsLet’s get MQLs

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Increase in MQLs – Scaling ProblemM

QLs

Time

500

400

300

200

100

Trade Event Web

Seminar

PeakMQLs

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SDRCapacit

y

How do you follow-up on a lead? R R R

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Research your leadReference a relevant clientRequest a follow-up

Lead follow-up

Any of these goals look familiar?• Increase marketing’s contribution to

pipeline

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Demand Gen Funnel - Ideal conversion rates

Awareness

Leads

MQL

SQLWon

40%

25%

5%

5%

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But what if your funnel looks like this?

Awareness

Leads

MQL

4%

30%

25%

2%

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SQLs

Won

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Options to make your quarterly goal

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• Buy more leads

• Higher more sales reps

• Improve MQL to SQL Ratio (conversion rate)

• Improve SQL to Close Ratio (win/loss ratio)

Costs $$$ and takes months for leads to mature

Costs $$$ and takes months to train and ramp

Calculating the Cost of Calling Every Lead

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Underlying Assumptions

Assumptions

Monthly cost for SDR $6,000.00

Calls per day 30

Workable days in a month 22

Leads processed a month 660

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Math Time

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Leads Grade A + B LeadsNumber of Monthly Leads 10,000 4,000

Total Cost to call every lead $90,909.09 $36,363.64

Average conversion rate 5.00% 12.50%SQL 500 500

Pipeline $3,000,000.00 $3,000,000.00Average Deal Size $6,000.00 $6,000.00

Close Rate 25.00% 30.00%Closed deals $750,000.00 $900,000.00

Head count cost ($90,909.09) ($36,363.64)Margin $659,090.91 $863,636.36

Delta $204,545.45

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Conventional lead scoring looks at just a few data points

Industry

Marketing activityJob title

LocationBudgetCompany size

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Lead Scoring

Industry

Email addressJob title

LocationBudgetCompany size

Gender

Marketing activity

Funding

Hiring

Technology Stack

Open job postingsSocial Presence

Age

Youtube URLSocial gender

Website form

LinkedIn URL

Founded Year

Email List

Tech SEO

Company Type

Invested Capital

Youtube views

Traffic Rank

Engine Optimizer

Facebook AdvertiserCRM Software

Accepts Payments

Tech Media

Market Value

Social Occupation

Facebook Shares

Facebook LikesStocks

Twitter URL

Net Income

Employees TotalTwitter Match Score

Social Profile Photo

Paid Analytics

Influence Score

Social Presence

Website form

Social Profile Photo

Open Job Postings

Funding

Business Twitter Followers

iPhone App

iPhone App RatingCompany Age

Android App

Influence Score

Android App Rating

Has WebsiteNAICS Code

USSIC Code

UKSIC Code

Industry Ranking

Market CapitalizationCash Balance

Sales Growth Percentage

Publicly listedAge GroupOpen Management Jobs

Open Legal Jobs

Employee Count

Has Disposable Email Non-Business EmailInvalid Phone Number

Uses PHP

Uses Apache

Content Delivery Network

Cross-Browser Compatibility

Uses DNS

Uses .NET

Uses Data Feeds

Has Forms

Uses PHP

Uses JavaScriptUses SlideshowsJavascript Menus

Name server Parked Domain

Influence Score

Open Job PostingsEmployee Count

Uses JavaName server

Engine Optimizer

Content Delivery NetworkUses Data Feeds

Uses NginxUses TooltipIncludes Videos

Uses Wordpress

Employees Total

Employee Count

Open Production JobsAndroid App

Engine Optimizer

HiringTech SEO

Traffic Rank

Social OccupationNet IncomeUses Slideshows

Parked DomainOpen Job Postings

Uses Ajax

Uses .NET

Publicly listedNon-Business Email

Uses DNSOpen Military-Specific Jobs

Industry Code

Engine Optimizer

Uses Perl

Uses Ajax

Uses Apache

Open Job Postings

Open Job PostingsIncludes Videos

Social Profile PhotoAge group

Uses Python

Uses TooltipJavaScript Menus

Has Forms

Open Job Postings

Includes Videos

Uses DNSUses Apache

Invested CapitalOpen Other jobs

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The classic process

Visit website: +5 points

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The Fliptop process

Historical Sales

3,500+ Signals / 40+ Data Sources

Machine LearningModel Tournament

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The Fliptop process

3,000+ Signals / 40+ Data Sources

Model is ready

Scored Lead

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Works with the technology you already use

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Case Study

57% Decrease in time to close for new business deals

Increase in new business pipeline

Amount spent on new headcount to achieve results.

75%$0

Norman HappVice President of Sales

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“Fliptop helped us uncover great leads that had been incorrectly disqualified.

It was a ‘aha’ moment for sales and marketing.”

Rob BaileyCEO

Case Study

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True cost of not calling your A Grade leads

• Most likely you already have the leads you need to make your goals

• Prioritize sales teams time to call on the Grade A leads first

• Opportunity cost of calling on the wrong leads

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Want to learn more?

Contact us for your own predictive lead scoring model

[email protected]

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Q&A – 10 Minutes

Thank you.Contact us with your questions

[email protected](888) 373-7533

Jacco van der Kooij Jessica Cross