Sales process
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Sales Process. Objectives. Lead generation and the marketing/sales process Lead generation and the sales funnel Lead generation and stages of company development Feeding the Sales Funnel: lead generation programs Lead generation program design variables Lead generation program management

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Sales process

Sales Process


Objectives

Objectives

  • Lead generation and the marketing/sales process

  • Lead generation and the sales funnel

  • Lead generation and stages of company development

  • Feeding the Sales Funnel: lead generation programs

  • Lead generation program design variables

  • Lead generation program management

  • Some tips


Lead generation and marketing sales process

Lead Generation and Marketing/Sales Process

Marketing

Service/Support

Organization

Marketing

Marketing/Sales

Sales

Value

Proposition

Service &

Support

Force Field,

Market

Momentum

Creation

Segment

Focused

Lead

Generation &

Qualification

- referrals

- programs

Managed

Sales

Process/

Sales

Funnel

Customer

Acquisition

Customer

Segment

Strategy Plan: Market Leadership

Marketing

Programs

(PR,

website,

Speaker Program,

White Papers etc.)

Market leverage model

PROSPECTS/LEADS – BY SEGMENT

LEAD QUALIFICATION

CONSULTATION

JUSTIFICATION

PROPOSAL

CLOSE


Sales process

Segment-Focused Lead Generation Programs

  • Marketing, Sales

  • Business Development

PROSPECT GENERATION – BY SEGMENT

  • Marketing

  • Sales

  • Channel Partners

LEAD QUALIFICATION

  • Sales + Technical

CONSULTATION

  • Sales + Technical

PRESENTATION(S)

  • Sales + Finance + Operations

JUSTIFICATION

  • Sales + Finance

PROPOSAL

  • Sales (+ Corporate Executives)

CLOSE

Lead Generation and the Sales Funnel


Lead generation by stages of company development

Lead Generation by Stages of Company Development

Beta

Launch, MarketDevelopment

ProductDevelopment

Phase

Lead Generation Goal

Sources of Leads

Participants


Feeding the funnel lead generation programs

Feeding the Funnel: Lead Generation Programs

  • Search engine placements

  • Website visits/Promotions

  • Trade shows

  • Seminars/Webinars

  • PR/Speaker programs

  • Direct marketing – snail- and e-mail, telemarketing

  • Partner co-marketing

  • Ads – press and electronic

  • Etc.


Lead generation program overview

Lead Generation Program Overview

RefineStrategy

Plan

Deploy

Analyze

Strategy


Lead generation program design variables

Lead Generation Program Design Variables

  • Product

  • Company stage/Segmentation roadmap maturity

  • Industry/Customer segments

  • Category maturity

  • Resources/Budgets

  • Etc.


Lead generation program management

Lead Generation Program Management

  • Program Potential Customer Responses Sales Channel Metrics

  • Search engine placements

  • Website visits/promotions

  • Trade shows

  • Seminars/Webinars

  • PR/Speaker programs

  • Direct marketing

  • Partner co-marketing

  • Ads

  • Program

  • Homepage,

  • Website

  • Closed sales per channel

  • Closed sales per lead

  • Cost per qualified lead

  • Customer lifetime value

  • Telesales

  • Direct Sales

  • Partners

  • Lead Qualification

  • Prioritization

  • and Routing

  • ‘Call center’

Absolute Requirement: Contact DB SFA CRM


Some tips

Some Tips

  • Start with segmentation or it’s usually a wasted exercise

  • Bring sales management into the process at the beginning

  • Program goals, metrics, follow-up are necessary ingredients

  • Start a contact DB as soon as the potential customer list exceeds “one”

  • Pain points: ensuring ’closed loop’ of complex process

    • List acquisition

    • Complex process management

    • Clear roles and responsibilities


Sales process

Summary

“It’s hard to fill the funnel if it’s not under the faucet”

B. Roberson, “What Really Works”


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