the era of accountability pointclear 2017

The Era of Accountability

Sales & Marketing’s Joint Responsibility

for Revenue Generation

We’re Moving Rapidly Into the

Era of Accountability

PointClear, LLC Confidential 2017 2

Today, Sales and Marketing must

Account for their activities

Accept responsibility for them

Disclose results in a transparent way

Making the shift is a mandate for success


Status Quo Accountability Era

Just 42%Leads accepted & worked by Sales

< 60%Sales reps meet quota

50% of LeadsExpected to be sourced by Sales

#1 Sales Execution Issue?Lack of qualified leads

100% Sales QualifiedLeads turned over to Sales

> 5XClose rate over current state

Marketing ROI Measured and credited

Sales Execs

Focus on Deal Making

Accountability Shift

Status Quo

PointClear, LLC Confidential 2017 4Kenny Maddon 2012

The Era of Accountability


Marketing SalesAccounts

for lead quality

Accepts responsibility

for leads, taking them back to

nurture when needed

Discloses results in a transparent

way, measuring revenue

impact of leads

Accounts

for follow-up activity

Accepts responsibility

for working all leads to the finish,

win or lose

Discloses results in a transparent

way, with realistic forecastsof close probability


3 Lies

Lie #1

Outbound Marketing is Dead

Inbound, Outbound? They both sound pretty good,

right? So, which is the ultimate approach?

You’ve got it—it’s a healthy combination of both.

Why? Inbound drives organic engagement and attracts

leads, while outbound helps you target specific

prospects more accurately.

These approaches work well in both B2B and

consumer marketing, covering the entire length of the

lead funnel and the customer journey, respectively.

Marketo 2017


Lie #2Buying is Over Before Sales Is There

It’s widely believed that 60% to 70% of the buying process is over

before prospects want to engage with a salesperson. The premise

is there’s so much information available online that salespeople are

unnecessary in early stages.

ITSMA’s data says that for high consideration technology solutions,

this is a myth.

We believe the opposite: 70% of B2B technology solution buyers

want to engage with sales reps before they identify their short list.

In fact, buyers perceive value in interacting with sales at every stage

of the buying process.

Julie Schwartz

ITSMA


Lie #3Of Course Sales and Marketing are Aligned

A form completion is a lead. Hogwash! A form

completion is an expression of potential interest in what

your copy describes that the person will get in exchange

for their information. Period.

The only intent a person has when completing the form

is to gain access to what you’ve promised. It’s time

marketers acknowledge that this is a reason salespeople

continue to ignore leads sent to them by marketing.

Ardath Albee

Marketing Interactions


Accountable Lead Generation,

Qualification, Nurturing

High-Value

Accounts


Multiple

Decision

Makers

Long

Sales

Cycles

Personalized

Programs

Target

Markets

of One

Accountable Lead Generation,

Qualification, Nurturing


= Account-based Marketing

ABM Key Ingredients

Market Identification, List Services, Segmentation

Universal Lead Definition

Allbound Approach

Judicial Branch

Embedded Nurturing

Plus, ABM Special Sauce



Market Identification,

List Services, Segmentation

Marketing Equally Sized Samples

Sample

Size

Lead Rate # of Leads

200 9% 18

200 7% 14

200 5% 10

200 3% 6

200 1% 2

1,000 5% 50

5%

Lead Rate

1,000

Companies

50 Leads

32 leads (64%)

= 40% of spend

42 leads (84%)

= 60% of spend

Universal Lead Definition


Get clarity onwhat a “lead” is to

everyone in your

organization

Allbound Approach


Multi-touch

multi-media,

multi-cycle

multiplies

results

Embedded Nurturing


The Judicial Branch


Determines if lead

meets agreed

upon definition of a

lead by sales and

marketing

Upholds the “laws”

Determines if lead

was ignored by sales

Determines if lead

was justifiably

rejected by sales

PointClear, LLC Confidential 2017

ABM Special Sauce

Lead generation, qualification & nurturing

Response management

Market coverage ▪ Market intelligence

Strategic program planning

Audio FilesAVAILABLE

30-dayONBOARDING

100%SALES TRAINED

COLLEGE GRADUATES

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ABM in Action


Standard Approach ABM Approach

ObjectiveEngage a specific role at hospitals with 300+ beds

Focus 7,500 contacts @ 4,200

hospitals

803 hospitals with 300+

beds

Directive

“Call them all”

“Identify decision makers

and use a multi-touch ,

multi-media, multi-cycle

process to engage and

drive decision”

Cost$172,200 $49,385


Who is PointClear?

Lead generation, qualification & nurturing

Response management

Market coverage ▪ Market intelligence

Strategic program planning

$15 billionREVENUE

FOR CLIENTS.

100%SALES-QUALIFIED

LEADS.

1,000,000CONVERSATIONS

20YEARS

20


Thank You!

Dan McDade

@dandade

[email protected]

678-533-2722

www.pointclear.com

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