Professional Development
Session #2
Session 1 Recap: Introduction & Background
(~pp 1 - 45)
New: Implications & Diagnostics(~pp 45 – 90)
The Premise: “We can’t find enough hunters”
Peter Saunders, the owner of ClinTek
Good business but churning through sales people – just can’t find good hunters!
hunting is less effective now because people buy differently than
10 years ago
A radical sales shift is occurring. B2B companies have to think about generating sales ‘outside’
of the sales department – ie through marketing.
Background – Why has selling and buying changed?
Reduced friction for buyers (easier to find the skills you need) Easier access to niches for sellers (easier to market to small groups)
Research
CEB
The New Buyer
More informed
More connected
More impatient
More Autonomous
More overloaded
More risk averse
More abundant
Session #2
Implications of the New Buyer (A new way to think about
revenue generation)
&
3 Diagnostics (~pp 43 - 90)
3 Implications of the New Buyer
1. New pipeline – the sales process has a lot of twists, turns and loops
2. New sales team skills – the old canned approach doesn’t work
3. The growing role of marketing
The sales process
Old Funnel - and new reality
New structure full of twists and ‘bounces’ - pinball machine
Sales team skills
1. Buyers are experts – so sales people have to be MORE expert.
- - Experience, expertise and calibration needed
- - Canned approaches don’t work well
Marketing has a growing role in revenue generation
This first 57% is marketing!
The remaining 43% is sales &
marketing
Diagnostic 1: Marketing
1. 5 sections: Strategy, Awareness, Lead Generation, Sales Support, Customer Retention
2. 25 questions, scores on a 0 – 4 scale
3. Questions like:
• We understand who our ideal customers are and why they use us
• We know the keywords (search terms) that people use to find info online about the problems we solve
• We use a CRM system
• We communicate regularly with our past customers
4. Score analysis – Marketing Neophyte, Junior, Senior, Sophisticate
5. Basic recommendations for each
Diagnostic 2: Sales
1. 4 sections: Recruiting & Training, Process & Skills, Measurement & Mgmt, Performance
2. 25 questions, scores on a 0 – 4 scale
3. Questions like:
• We conduct sales training twice a year or more
• When someone calls our office, it is easy for them to speak with an appropriate sales representative
• We do key account planning on an annual basis
• At least 80% of our sales team meet quota every year
4. Score analysis – Sales Neophyte, Junior, Senior, Sophisticate
5. Basic recommendations for each
Diagnostic 3: Marketing & Sales Integration
1. 10 questions, scores on a 0 – 4 scale
2. Questions like:
• Sales and marketing have jointly developed the customer persona
• Sales and marketing have created common definitions of terms like ‘qualified lead’, ‘deal size’ and
‘customer retention’
• The marketing team involves the sales team in developing its annual marketing plan
• Marketers go on prospect calls with the sales team at least twice a year
3. Score analysis – Sales and Marketing Silos, Acquaintances, Best Friends
4. Basic recommendations for each
What’s Next
Session #3
Introduction to the 20 Leaders&
The First 5 Lessons