Date post: | 12-Apr-2017 |
Category: |
Marketing |
Upload: | coman-fullard |
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“Insanity:
Doing the same thing over
and over again and
expecting different results”
Albert Einstein
How?
New management structures
Blend sales teams, territories, portfolios
Rationalise marketing
While
Expecting sales to grow
Smarketing with an “S”
Aligned
Sales & Marketing
Activity
Leverages
• Inbound Digital Marketing
Techniques
• Digital Marketing Automation
• Social Media Strategy
Smarketing Funnel
• Attract & nurture prospects online
• Qualify leads based on online behaviour
• Build opportunities from online intelligence
• Close Sales in the field
Advantages of Smarketing
Relatively low cost to convert
Highly scalable & measurable
Improved sales efficiencies & effectiveness
How can it help you do more with less?
1. Reduce your field sales preparation time
2. Improve your sales hit-rate
3. Reduce the length of your sales cycle
1. Reduce your field sales preparation time
Selling time = precious resource
Preparation = 40% sales reps time*
240 potential selling days but just 144 days selling
1% saving = +2.4 days selling
* Forrester: https://www.forrester.com/home/
Smarketing accelerates preparation
•Gather online business intelligence
• Segment prospects on needs & observed behaviours
• Nurture prospects (content/email/etc.) so they become leads
• Qualify leads based on their engagement
•Pass intelligence to field sales when lead is ready-for-
conversion
2. Improve your sales hit-rate
Field sales call costs €500*
@75% hit-rate, cost-to-acquire=€625
Higher hit-rate = lower cost-to-acquire
* Cahners and Reed Publishing companies found that the average cost of a Business-to-Business sales call in 2001 to be about $392, or approximately $550, or €480 in 2015 money: http://www.reedbusiness.com/
Smarketing Provides Ready-Now Leads
Leads passed to field sales have been nurtured until
ready-for-conversion
Reduces reliance on prospecting by sales teams
3. Reduce the length of your sales cycle
Cycle may have multiple calls, e.g.
• Approach
• Use
• Price negotiation
• Installation
Reduce cycle length & release time for selling
Smarketing Shortens The Sales Cycle
Needs based segmentation
matches offerings to prospects
Nurturing educates prospects
on their problem & your solution
Leads passed to sales only when
ready-for-conversion
Valuation Assumptions
Sales rep payback value = €300,000
Variables
•Sales Prep time = 40%
•Hit-rate = 75%
•Sales Cycle = 4 calls
Achieve modest 1% improvement per variable
1 Year Valuation
Efficiency Value
Base X
Prep Time -1% €5007
Hit-Rate +1% €9090
Sales Cycle -1% €12,188
For 25 sales reps
efficiencies value: +€304,700
Conclusions
Sales teams spending time prospecting & preparing = costly
Sales teams converting qualified leads = efficient