B2B sales enablement how marketing can help sales double productivity and success

B2B Sales Enablement: How Marketing Can Help Sales Double Productivity &
Success
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing

Heinz Marketing, Inc


Housekeeping
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Copy of this deck

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Offers for you

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10 minute brainstorm: “Your hardest problem”
Modern Marketer’s Field Guide
Content Marketing Best Practice Guide
B2B Sales & Marketing Metrics Best Practices Guide

Send me an email () with what you want

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A direct line to revenue growth

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My definition of sales enablement

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This doesn’t write checks!

Heinz Marketing, Inc


Four steps to a better plan

1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets

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Calculating what you need
Assumptions

Product A ASP

$

15,000

Product B ASP

$

50,000

Opp/Close %

33.0%

Lead/Opp %

10.0%

Product A CPL

$

15

Product B CPL

$

35

Q1 2010

Q2 2010

Q3 2010

Q4 2010

TOTALS

Product A Sales #

50

56

63

69

Product B Sales #

8

9

10

11

38

58

65

73

80

276

Total Sales #

238

Product A Sales $

$ 742,500

$ 841,500

$ 940,500

$1,039,500

$ 3,564,000

Product B Sales $

$ 412,500

$ 453,750

$ 495,000

$ 536,250

$ 1,897,500

Total Sales $

$1,155,000

$1,295,250

$1,435,500

$1,575,750

$ 5,461,500

Product A Pipeline #

Product B Pipeline #

150

170

190

210

25
Heinz
Marketing, Inc28

30

33


People & problems, not products

Heinz Marketing, Inc


Marketing plan in 5 questions
1.

What/who are your targets?

•
•

Direct & indirect users, influencers

Address entire buyer ecosystem

2.

What do they care about? What outcome are they seeking?

3.

Where do you find them?

4.

What or who influences them?

5.

How do they want to engage and (eventually) buy?

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What do your customers care about?

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The buyer progression

Problem/Pain

Solution

Objective/Outco
me

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Prospect Engagement Funnel
Customer Targets (based on persona profiles)

Network / Open Community
Channels: Twitter, Facebook, Blog, LinkedIn

Next Step Accelerator Ideas

Goal: Drive Registration
Network-exclusive access to content
Value-added special offers
Discovery events

Drip Marketing

White papers, top ten tips, etc.

Channels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Testimonials, Success Stories
Profile-Specific Messages
New product/service offers

Active Sales Cycle
Channels: CRM, 1:1
Goal: Sell

New Opportunity Alerts
1:1 with Existing Customer
In-Market Events

New Customer
Referral & Tell-a-Friend Offers
Network / Community Invites

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12


Enumerating needs by role
Audience

Drivers

PainPoints

ValuePropositions(bulletpoints)

KeyMessages

Drivers

PainPoints

ValuePropositions(bulletpoints)

KeyMessages

Vertical #1
CEO

IT/CIO

CFO

CMO

Audience
Vertical #2
CEO

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8 keys to successful collaboration
1.

Common objectives

2.

Common definitions

3.

Common compensation/objectives

4.

Executive sponsorship

5.

Up-front planning

6.

Daily-weekly triage

7.

Offline relationship-building

8.

Measure before & after team satisfaction

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Leads & Opportunities

Stage

Definition
New lead, has not been attempted or contacted by sales

Sales Next Step(s)
Begin follow-up to get on the phone live to qualify as opportunity

Marketing Next Step(s)
Provide scripts and response offers as needed to increase call-backs

Open/Not Attempted
Sales has begun the process of following the lead follow-up process to reach the prospect live Continue follow-up attempts via phone, email, "zero out" to reach prospect Provide scripts and response offers as needed to increase call-backs
Attempting to Contact

live
Prospect has expressed interest in ABC Company and/or achieving better results, and is

Once prospect has been qualified, either move into a "Qualified"

Provide collateral, case studies and other information as needed to help

interested in learning more; full qualification criteria intent/purchase timeline still unknown

opportunity or move to Nurture (if timeline is long-term or undetermined)

prospect determine sales intent

Interested

Leads

Prospect is interested, but there is no near-term opportunity to buy (prospect may have other no action

Drip marketing to prospect 1-2 times per month with value-added offers,

immediate priorities, or may just need more time to consider interest/intent)

until they're ready to engage in a short-term buying cycle again

Nurture

Haven't been able to get ahold of prospect after repeated attempts

no action

Drip marketing to prospect 1-2 times per month with value-added offers,
until they're ready to engage in a short-term buying cycle again

Unresponsive

No Further Action

Lead is not a qualified prospect

no action

no action

Prospect has a need & budget, and is actively evaluating solutions

Get demo commitment, plan next steps and timeline to buy (or at least

Provide additional support tools as needed (case studies, etc.) to help

make decision) with prospect

accelerate prospect interest and buying cycle

Get permission to present formal proposal

Provide additional support tools as needed (case studies, etc.) to help

Qualified

Demo has been scheduled or completed; working through objections & questions

accelerate prospect interest and buying cycle
Presentation & Demo

Opportunities

Formal proposal is in process or has been delivered outlining terms, services, fees

Get verbal commitment to buy pending finalization of terms

no action

Prospect has verbally agreed to do business; both sides are working through final

Sign, seal and return baby!

no action

Agreement has been signed and returned

victory lap

no action

Opportunity has stalled indefinitely or is dead

no action

Drip marketing to prospect 1-2 times per month with value-added offers,

Proposal

Negotiation

Close

legal/term/service/fee details

until they're ready to engage in a short-term buying cycle again
Closed Lost

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Lead management process

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Lead scoring & next steps
Score
A1
A2
A3

A4

B1

B2

B3

Description
PERFECT FIT: BANT criteria and
Behavior aligned for immediate need with
larger opportunity.
Strong Fit: possible smaller or longer term
opportunity within a school district or
school.
Good Fit: BANT and strong interest
indicated. School-based opportunity.

Potential Fit: Some key BANT criteria not

yet determined.

Potential Fit: School district opportunity
but more BANT definition required.

Potential Fit: School or classroom
opportunity. More BANT definition
required
Potential Fit: Longer term prospecting
opportunity. May take longer to evaluate
the solution and secure budget approval.

Follow Up Action
Immediate Follow Up within 4 hours of
reaching Sales Queue.
Promote Dreambox Trial
Immediate follow up within 4 hours of
reaching Sales Queue.
Promote Dreambox Trial or Demo
Immediate follow up within 8 hours of
reaching Sales Queue.
Introduce demo if a Project and
Timeframe are being defined.
Follow Up within 24 hours of reaching
Sales Queue. Qualify further for BANT
details.
Provide white paper or webcast
resources.
Follow Up within 24 hours of reaching the
Sales Queue. Qualify further for BANT

details.
Provide white paper or webcast
resources.
Follow Up within 48 hours of reaching the
Sales Queue.
Attempt further qualification. Potential
move back to Marketing Nurture.
Follow Up within 48 hours of reaching the
Sales Queue.
Attempt further qualification and provide
informative resources. Potential move
into Nurture

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Getting sales to use your content

1.

How does your content help them make money?

2.

Get sales leadership to buy in first

3.

Show examples of how it works

4.

Teach, train, launch, reinforce, measure & celebrate

5.

Create systems to make it easy

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How to measure collaboration

1.

Focus on fewer metrics (not more)

2.

Establish a baseline first, then measure the lift

3.

Compare opportunity & sales output to total cost of resources

4.

Measure before & after satisfaction

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If you want more…

Heinz Marketing, Inc


Thank You!

Matt Heinz
President, Heinz Marketing
@heinzmarketing


Heinz Marketing, Inc