newstalk saas bootcamp day 1
TRANSCRIPT
Sales Stage Prospect Qualify Develop Solution Proof Close Won
Objective Validate opportunity. Identify sponsor.
Generate interest and qualify intent.
Develop requirements. Build relationships.
Solution proposed.
Solution agreed. Conduct negotiations and finalise contracts.
Sign and celebrate.
Probability 0% 10% 20% 40% 60% 80% 100%
Checkpoints Opportunity meets sales criteria to proceed.
Pain admitted by Sponsor. Compelling event identified.
Evaluation plan proposed.
Evaluation underway.
Evaluation complete, expectations exceeded.
Verbal yes received. Draft contracts exchanged.
Final documents signed.
Tasks Completed Before Progressing
Perform pre call research. Generate interest with sponsor.
Access to power. Competitive assessment.
M-A-N confirmed. Exec meeting scheduled. Criteria set for trial/evaluation.
Budgetary approval. Exec meeting completed. Purchasing process defined
Internal review complete. Customer review complete. Deployment plan agreed.
Finalise all deliverables and milestones.
Hand over to Ops. Begin upsell. Agree reference capability.
MARKET POSITIONING, DEFINITION AND SIZE AWARENESS INTEREST EVALUATION (MQL)
M0 M1 M2 M3
Market Research, Positioning and Messaging Campaigns in Market Engagement Marketing Leads Generated
Market research - clients, prospects, staff and influencers Campaign materials in place Correlation of uptake Qualification of marketing leads
Comms platform and key messaging Engagement process underway Learning - minor iterations Select those meeting sales profile
Sweet spot prospect profile/target audience Uptake being tracked Follow up processes Follow up with non core prospects
Target market sized Heads up to Sales for handover
Initial database build Review, learn/tweak
External value proposition agreed
First level of competition identified
Pricing agreed
Intital materials prepared
Campaign success metrics agreed
Comms Platform and Messaging Sign off People engaged List of people engaged committing time List of MQLs to hand to Sales Process
Campaign Approved /Resourced
TO GET INTO THIS STAGE
ACTIVITIES
VERIFIABLE OUTCOMES
Funnel Segment
Looks like…. Number Ratio Forecast
Cost Per Progression
AWARENESS Landing on website 1,000 -
INTEREST Multiple clicks / time spent
200 20%
EVALUATION Download, trial, registration
50 25%
COMMITMENT Purchase Intent 10 20%
PURCHASE Purchase Complete 3 33%
RETENTION Minimise churn 2 66%
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Buying Solutions - New World Order
Start looking for solution
Research alternatives, define requirements
Manage risks of buying
Negotiate purchase
Pilot solution
Deploy solution broadly
On
line
Marketin
g
Can it all be delivered via marketing – with no sales intervention?
Field Sales Tele Sales
Classic
Marketing
Digital Marketing
Customer User Influencer
Stage 1 Stage 1 Stage 1
Stage 2 Stage 2 Stage 2
Stage 3 Stage 3 Stage 3
Stage 4 Stage 4 Stage 4
Stage 5 Stage 5 Stage 5
Stage 6 Stage 6 Stage 6
Mode Customer
Discovery Reads a blog
Gets a direct Mailing
Lands on website
Watches video
Sales Signs up for trial
Converts to paid
Success Renews contract
Refers a friend
Mode Customer
Discovery Reads a blog
Gets a direct Mailing
Lands on website
Watches video
Sales Signs up for trial
Converts to paid
Success Renews contract
Refers a friend
Resources Required
Content Marketing
Mail System
Responsive Website
Embedded Video
Provisioning System
Telesales
Telesales
Viral Enablement
MARKET POSITIONING, DEFINITION AND SIZE AWARENESS INTEREST EVALUATION (MQL)
M0 M1 M2 M3
Market Research, Positioning and Messaging Campaigns in Market Engagement Marketing Leads Generated
Market research - clients, prospects, staff and influencers Campaign materials in place Correlation of uptake Qualification of marketing leads
Comms platform and key messaging Engagement process underway Learning - minor iterations Select those meeting sales profile
Sweet spot prospect profile/target audience Uptake being tracked Follow up processes Follow up with non core prospects
Target market sized Heads up to Sales for handover
Initial database build Review, learn/tweak
External value proposition agreed
First level of competition identified
Pricing agreed
Intital materials prepared
Campaign success metrics agreed
Comms Platform and Messaging Sign off People engaged List of people engaged committing time List of MQLs to hand to Sales Process
Campaign Approved /Resourced
TO GET INTO THIS STAGE
ACTIVITIES
VERIFIABLE OUTCOMES
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Cost of Customer
Acquisition
Sales and Marketing
Process
Channels
Life Time Value
Funnel Metrics
Monetisation Options