Post on 12-Apr-2017
transcript
@AA_ISP | @ToutApp
Step 1Define Pipeline Coverage Needs
Step 2Determine Target Approach
Step 3Design Messaging & Campaigns
1) How many touches?
2) What’s the messaging by persona?
3) What kinds of content can we leverage?
4) Which channels?
5) Automated and Manual mix
6) Sprinkle in “Custom Tasks”
x Coverage Model Source: Storm Ventures Blog
Pipeline Strategy Overview
@AA_ISP | @ToutApp
Step 0: Who Owns What?
Define Responsibilities Around Pipeline Generation
Marketing
Sales Development
Market Development
Account Executives
Hybrid
x
@AA_ISP | @ToutApp
Pipeline
Step 1: Define Pipeline Coverage NeedsDoes my team have enough pipeline to hit the number?
Sales Forecast 90 Days
Avg Sales Days
Close Rate
1
Source: Storm Ventures Blog
x
@AA_ISP | @ToutApp
Step 2: Determine Target Approach
Personalization
Automation
Enterprise Transactional
What is the complexity of our sales cycle?
What is our communication strategy
to map to the buying process?
@AA_ISP | @ToutApp
Step 3: Design Messaging & Campaigns
Logistics:
Inbound v Outbound?# of Touches
DurationChannel
Content:
Find the common thread to make it relevant and
ensure it resonates
x
@AA_ISP | @ToutApp
Example Inbound Sales Campaign
Day 1 Day 2 Day 3 Day 4 Day 7 Day 14 Day 21 and so on..
@AA_ISP | @ToutApp
Example Outbound Sales Campaign
Day 1 Day 3 Day 7 Day 13 Day 16 Day 17 Day 21 and so on..
@AA_ISP | @ToutApp
Personalization
Sal
es C
ompl
exity
Communication Strategy
Enterprise
Transactional
(Outbound) Key Stakeholders/ Decision Makers Tier A Accounts
Automation
(Outbound) Tier B Accounts or Your Not
Ready to Buy Now
(Inbound) ‘Downloaded
Analyst Report’ Lead from Lower Level Personas
(Outbound) Lower Level/ End User Personas Tier A
Accounts
Map Out Automation & Personalization