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Implementing Digital Sales Engine at [company name]

Implementing Digital Sales Engine at [company name]. The buying process has changed. “. … 57% of the sales cycle is complete. “. before a prospect reaches out to a sales rep. Digital Evolution, Conference Executive Board, 2012. Buyer-Driven. Seller-Driven. 66% to 90%

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Implementing Digital Sales Engine at [company name]

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  1. Implementing Digital Sales Engine at [company name]

  2. The buying process has changed

  3. “ …57%of the sales cycle is complete “ before a prospect reaches out to a sales rep. Digital Evolution, Conference Executive Board, 2012

  4. Buyer-Driven Seller-Driven 66% to 90% of a Buyer’s Journey Today is Self-Directed (Forrester, 2014) Buying Decision Buy Turn to community Read blogs Attend webinars Ask for an offer Need

  5. THE TRADITIONAL MARKETING PLAYBOOK IS BROKEN

  6. “ “ Dig your wellbefore you’re thirsty. Seth Godin Author, Permission-Based Marketing, Tribes, All Marketers Are Liars

  7. WHAT’S THE ANSWER? DIGITAL SALES ENGINE A holistic, data-driven methodologythat leverages how people buy today

  8. Digital Sales EngineTM

  9. Costper lead at least 40% less than traditional marketing Source: HubSpot, 2014 State of Inbound Marketing

  10. The role of marketing and success criteria have dramatically changed Image Source: https://stevepatrizi.com/

  11. Today the main task of marketing in B2B is to generate qualified leads.

  12. Marketing and sales process (ilustrative) • Advertising • Content marketing • Marketing automation • Analytics • Funnel management Marketing ownership Sales ownership Marketing Process Sales Process Prospects Buyers Buying cycle (time)

  13. Key steps to success

  14. Key benefits from implementing Digital Sales Engine • Long-term assets keep generating leads without more investment • Brings qualified leads for sales team • Decrease load of number of unqualified prospects • Improve customer relevancy and build trust • Measurable impact of marketing investments on sales pipeline • Increases company’s overall value with a predictable lead generation method, system, and processes

  15. “ IF YOU’VE GOT MORE MONEY THAN BRAINS, USE OUTBOUND MARKETING. IF YOU’VE GOT MORE BRAINS THAN MONEY, FOCUS ON INBOUND MARKETING. “ Guy Kawasaki Entrepreneur, angel investor, former Chief Evangelist of Apple, Chief Evangelist of Canva, and co-founder of ALLTOP.com Author, The Art of the Start, Enchantment, Reality Check

  16. Next steps • Align sales and marketing objectives • Allocate resources • Build competency: • Train people • Involve external consultancy • Build marketing and sales funnel projection • Assess competitor's digital presence • Build buyers personas and buying journeys • Adjust content and channel strategy • Implement Digital Sales Engine • Monitor, measure, fine-tune

  17. THANK YOU

  18. IBD Consulting • Market, coopetition and buyers research • Digital Go-To-Market strategy • Marketing content: • Video • Text • Design • Marketing automation • Reporting, analytics and operations

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