inbound sales enablement by aviva walsh

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AVIVA WALSH ON INBOUND SALES

Aviva WalshChannel Consultant, EMEA HubSpot@avivacchs

International Marketing Agency Specialist US, UK and Ireland

This is me

Inbound Sales

What is it?

Inbound salestransforms sales to

match the way people buy.

Inbound Sales Methodology

IDENTIFY CONNECT EXPLORE ADVISE

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AWARENESS CONSIDERATION DECISION

HubSpot

1. Inbound sales teams base their entire sales strategy on the buyer rather than the seller.

2. Inbound salespeople personalise the entire sales experience to the buyer’scontext.

INBOUND SELLING PHILOSOPHIES

If the salesperson can not add value beyond the information the buyer can find on their own,the buyer has no reason to engage with the salesperson.

Inbound Sales Enablement

What is it?

“Getting the right information into the hands of the right sellers at the right

time and place, and in the right format,

to move a sales opportunity forward”

Source: IDC, 2016

Inbound Sales Enablement

Why Do I Need It?

The World of Sales is Changing

Reps want to sell better and faster but they have a lot of challenges that hold them back

• Sourcing “good fit” leads • They have to stay organised and efficient to remain

competitive• They need content to add value and help them sell• They need to take a resourceful and consultative approach

but they cant do this without the right tools and insights

40% of sales people say getting a response from a prospect was harder than it was 2 years ago

1 in 4 companies say their sales and marketing teams are “rarely aligned” or “misaligned”

Of companies who say their marketing strategy is effective, 82% have a tightly aligned sales and marketing team

Source: State of Inbound, 2016

HOW can YOU Enable Your Sales Team?

5 Sales Enablement Strategies to Empower your Sales Team

SALES ENABLEMENT STRATEGY #1

DEVELOP A DEEP UNDERSTANDING OF YOUR IDEAL BUYER PERSONA

WHO AM I?

You Might THINK You Know Who They Are…

• When was the last time sales and marketing sat down to review your ideal buyer persona together?

• Is marketing creating content for a different audience?

• Who are sales talking to?

BUYER PERSONAS

Start with one segmentation at the company level (like industry) and one at the individual level (like role).

EXAMPLE PERSONAS

• Persona A: VP of Sales at a Technology Company• Persona B: Director of Recruiting at a Technology

Company • Persona C: CEO at a Technology Company

Nail Your Buyer Persona

• Don’t guess your buyer persona• Conduct interviews with key stakeholders and customers• Discover demographic information, pain points, values, goals• Create and incentivise customer surveys• Create an exclusionary or negative persona• Continually analyse data and use experience to iterate and improve


BECOME A SMARKETER

87% of the terms sales and marketing use to describe each other are negative.

Source: Corporate executive board summary, 2016

• Goals - E.g. Marketing pipeline = sales quota

• The amount of leads to be handed over and closed per month (SLA)

• Criteria for a Marketing Qualified Lead

• Criteria for a Sales Qualified Lead

• The handoff process from Marketing to Sales

SMarketing = Alignment

Defining Goals

• Start with your shared goal: Revenue

• Revenue goal = £10,000

• Avg deal size: £1,000 (Current revenue/current customers)

• Customers needed: 10Revenue goal/ Avg deal size

• Average lead to customer: 2%Current customers / Current leads

• Leads needed: 500Customers needed/ Avg Lead to Customer%

Only

45% of businesses have established a

company wide definition of a Sales Ready Lead.

SURVEY BY MARKETINGSHERPA, HTTP://BIT.LY/ZL3SF0

Definition of a SALES READY LEAD?

Alignment around the criteria for a quality lead

• Contact who downloaded an ebook on lead gen, Company is 200 – 1000 employees in South London

• A contact at a target company that fits buyer profile, who filled out a form to request a sales demo or start a trial

• A contact at a target company who’s role makes him or her a decision maker (e.g. a VP or Director )

Examples of Sales Ready Leads (MQLs)

Lifecycle Stages

Owned by Marketing

Owned by Sales

Define The Handoff Process

IMPLEMENT A CLEAR AND DEFINED

SERVICE-LEVEL AGREEMENT(SLA)

Setting Goals for Lead Nurturing

S pecificM easureableA ttainableR elevantT imely

An SLA defines what each team commits to accomplishing in order to support the other in reaching the shared revenue goal(s).

• # marketing-generated leads• # of those leads that will close into customers• Speed that leads are followed up with• Depth of follow up• Revenue from those closed customers• Total revenue closed that month from marketing-generated leads

What does an SLA Look like?

Maintain OPEN communication

• Weekly Smarketing team meeting- Review forecast, roadblocks, progress, share

learnings

• Monthly management meeting - Review revenue goals,

challenges, team performance and quarterly outlook

• Misalignment between sales and marketing technologies and processes costs B2B companies 10% of revenue or more per year.

• Companies with good smarketing practices in place generated 208% more revenue from marketing efforts.

• When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.

Why you NEED to become a Smarketer

Source: Smarketing survey, HubSpot, 2015


USE THE RIGHT TOOLS

Use an effective CRM, integrated with your marketing tools

• Monitor all prospect activity within the contact timeline

• Make, log and record calls

• Save notes to contacts record

• Assign sales opportunities

• Keep a close eye on your sales forecast with dashboards

• Track overall performance and productivity

Provide your sales team with carefully crafted, ready made email templates

• Congratulations email• Provide value email• Send company content• Follow up from a phone call• Responding to social media

posts• Company Announcement

ARM YOUR SALES TEAM WITH QUALITY OUTREACH CONTENT

OUTREACH CONTENT

Personalise the entire sales experience to the buyer’s context. This includes:

● Type of organisation the buyer is from● Who the buyer is within that organisation● The stage the buyer is at in their buying

journey

Map the Content to the Buyers Journey

Awareness Consideration Decision

Guides Tips Sheets Checklists Kits Templates Worksheets

Webinars Case Studies Reports E-books Podcasts Whitepapers

Trials Demos Consultations Estimates or Quotes Coupons Discount codes

83% of b2b buyers only want to hear from you if you are able to be relevant and contextual.

Source: IDC Study, Marketing Sherpa

Effective marketing is all about the right context and automated lead nurturing

makes it easy to be timely and relevant.

YOU GET OUTREACH CONTENT!

WE ALL GET OUTREACH CONTENT!

RELY ON DATA.


• Track leads by source

• Track leads by campaign

• Number of MQLs

• Number of SQLs

Use Marketing and Sales Dashboards

• Reach• Leads generated• Revenue and Revenue pipeline• Visit to Lead %• Lead-to-Marketing Qualified Lead (MQL) %• Leads Worked-to-Leads Connected %• MQL-to-Opportunity %• Opportunity-to-Customer %• Lead-to-Customer %

Sales Enablement Metrics

• Reach• Leads generated• Revenue and Revenue pipeline• Visit to Lead %• Lead-to-Marketing Qualified Lead (MQL) %:• Leads Worked-to-Leads Connected %:• MQL-to-Opportunity %:• Opportunity-to-Customer %• Lead-to-Customer %

SALES ENABLEMENT METRICS


Train your Sales team to be Sales People

S.M.A.H.T.

Sharp Motivated AmbivertedHelpfulTransparent

(Brian Halligan, CEO ,HubSpot)

THANK YOU

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