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Today’s Revenue Tomorrow’s Pipeline. Build Lead Qualification That Fuels “Making Your Numbers” Stuart Silverman, CEO. Today’s Topics. Focus on Revenue Defining Truly Qualified Leads Problems Indicating Need Value Arriving at Revenue Target Infrastructure Trade-offs Take Away Tools.

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Today s revenue tomorrow s pipeline l.jpg

Today’s Revenue Tomorrow’s Pipeline

Build Lead Qualification

That Fuels

“Making Your Numbers”

Stuart Silverman, CEO


Slide2 l.jpg

Today’s Topics

  • Focus on Revenue

  • Defining Truly Qualified Leads

  • Problems Indicating Need

  • Value

  • Arriving at Revenue Target

  • Infrastructure Trade-offs

  • Take Away Tools


In the current economy revenue cash position are king l.jpg

, Revenue

, Revenue

The Focus is Revenue

$$ Now

All about

Direct Sales

Current

Quarter

Mentality

TQL

Pipeline

{

Unidentified

Raw Inquiries

All about Lead Qualification

Feeding the family 6-9 months from now

In the Current Economy, Revenue & Cash Position are King


In the current economy revenue cash position are king4 l.jpg

, Revenue

, Revenue

The Focus is Revenue

$$ Now

Pipeline

Opportunity

Cultivation

In the Current Economy, Revenue & Cash Position are King

All about

Direct Sales

Current

Quarter

Mentality

{

PIPELINE CONSTRUCTION

How can we invest in doing this better?



Slide6 l.jpg

TrulyQualifiedLead

TQL

  • Target Market/Company Size

  • Decision Maker/Recommender

  • Pain/Interest

  • Environment

  • Budget

  • Timeframe

  • Willing to meet Salesperson


Problems indicating need for lead qualification l.jpg

Problems Indicating Needfor Lead Qualification


Experiencing the following l.jpg
Experiencing the Following?

  • Direct Sales Team Wasting Time Cold-calling

    • Not enough time “at bat” – direct face-time on closable opportunities

  • Wrong or Low-probability Prospects

  • Evangelical Selling

    • Taking up large amount of sales time due to “in-field” testing of messaging

  • Exposed with Management & Board, Due to Poor Deal Conversion to Closures

    • High percentage of forecast not closing within the predicted timeframe and dollars, and not with predicted account names.


The forecast problem l.jpg

90

80

70

60

50

Forecasted Revenue ($M)

40

30

20

10

0

Before The Board Meeting

After the Board Meeting

The Forecast Problem



Value of lead qualification engine l.jpg

Major Steps in a Sale

70 dials =

1 TQL

Generation

Direct Sales Cycle

Qualification

Validate

Develop

Propose

Negotiate

Close

Get

A

Raw

Inquiry

Qualify

Opportunity

(Get TQL)

$250K Resource

$80K Resource

Time & Effort

Value of Lead Qualification Engine

How many dials do your direct salespeople have time to make?


Quantifying the effort to get good leads l.jpg

6 mo from now, another 420 dials

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Raw Inquiries, &

Cold Outbound

Qualified Opportunities

Quantifying the Effort to Get Good Leads

630 dials

Closed Loop Process


Benefit to sales reps fuller pipeline of qualified opportunities l.jpg

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Sales Experience

Before the

Lead Qual Engine

Sales Experience

After the

Lead Qual Engine

Benefit To Sales Reps: Fuller Pipeline of Qualified Opportunities


Direct sales more time at bat l.jpg

Face To Face

Selling Time

Face To Face

Selling Time

$$

Qualifying,

Administrative Time

Qualifying,

Administrative Time

Before

After

Direct Sales –“More Time at Bat”


Why invest in pipeline construction l.jpg
Why Invest in Pipeline Construction?

  • Rapid and Well-Qualified Lead Flow to Sales Channel

  • Shortens Direct Sales Cycle

  • Efficient Testing and Validation of Messaging

  • Measures and Maximizes Return on Marketing Program Spending

  • Minimizes Cost Per Order Dollar (CPOD)

    • Focuses expensive Direct Sales Resources on qualified prospects and deal closure

  • Minimizes Risk

    • Creates a “bankable pipeline”

    • Enables reporting of projections and timelines to Management & the Board, with definitive information and facts backing it up



Slide17 l.jpg

How do I know if I’ve got

enough incoming inquiries,

and resulting qualified leads

to make Revenue Target?


Slide18 l.jpg

Marketing Programs

Raw Inquiries

Need 700 inquiries

SFA

10X

Lead

Qualification

Engine

Need 70 TQLs

Truly Qualified

Leads (TQLs)

7X

Sales Reps

10 orders, Q4

10 Orders

Q4

Process to Arrive at Revenue Target

Lead Pipeline

Sales Pipeline


Setting up for success l.jpg

# Inquiries Needed vs Planned

To Produce $50M Annual Goal

4500

Worst Case: 8 inq/QL, 8 QL/order

4000

3500

3000

# Raw Inquiries

2500

2000

1500

Best Case: 4 inq/QL, 4 QL/order

1000

500

0

Raw Inquiries needed

Raw Inquiries planned

Setting up for Success

This disconnect must

be addressed with cohesive

Lead Generation &

Pipeline Construction

processes


Sample analysis that aligns orders qualified leads and inquiries l.jpg

Yes, there’s math and logic behind those huge numbers!

Assumptions

# of inquiries/qualified lead (QL) 8

# QLS/order 6

Sales Cycle (months) 3

% inquiries that are reusable in 4 mo 0.5

# months to qualify an inquiry 2

Ave revenue per unit ($k) over 1 year 100

Conclusion: To close 78 orders worth $5.7M,

we need 3144 inquiries,

540 qualified leads,

and 5 Lead Qualification Reps

Sample Analysis That Aligns Orders, Qualified Leads, and Inquiries



Putting infrastructure process in place l.jpg
Putting Infrastructure & Process in Place

Goals and Business Profile Drive Your Lead Qualification Strategy and Decisions

  • Channel Structure

    • OEM, Direct, Indirect?

  • Overall Goals for Lead Qualification Results

    • Long term, strategic, repeatable?

    • Short term, tactical, quick one-time hit?

  • Budget and Time Restrictions

    • Afford more Direct Sales?

    • Indirect or OEM Channel set up?

    • Ratios to consider


Putting infrastructure process in place23 l.jpg
Putting Infrastructure & Process in Place

  • Product and Company Profile

    • Complex Product?

    • New Market paradigm or technology shift?

    • High ASP?

    • Long Sales Cycle?

    • Need to measure effectivity of lead sources?

  • Inside, or Outsource?

  • Reporting Structure

    • Marketing or Sales?


Can i actually sell over the phone l.jpg
Can I Actually Sell Over the Phone?

Sales Closure vs. Pipeline Construction

  • Product Criteria must fit following:

    • Not strategic to the customer

    • Costs less than $20k

    • Is not a new product category

    • Can be easily explained or demonstrated in a CD or over the Web



Tools to take away from today s session l.jpg
Tools to Take Away from Today’s Session

  • Lead Qualification Strategy Decisions

  • Lead Qualification Inquiry Calculation

  • Roadmap: Building a Lead Qual Engine

  • Formulas for Lead Qualification Success


Slide27 l.jpg

Summary

  • Focus on Revenue

  • Defining Truly Qualified Leads

  • Problems Indicating Need

  • Value

  • Arriving at Revenue Target

  • Infrastructure Trade-offs

  • Take Away Tools


Slide28 l.jpg

Pipeline Construction

Inside Sales Development

Market and Positioning Customer Studies

2672 Bayshore Parkway

Suite 605

Mountain View, CA 94043

Phone: 650-404-1680

Fax: 650-864-9209

www.salesramp.com


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