Multi-Stakeholder Selling A Modern Approach

Andrew  Angus  Founder  

Switch  Merge  

Carolyn  Hollowell  VP  Marke5ng  DiscoverOrg    

Stephen  Hays  Founder  

InsideSalesTeam.com  

3x  the  Success  

•  Number of New Meetings •  Quality of Meetings •  Conversion Rate •  Win Rate •  Sell Cycles Ending In “No Decision” •  Sell Cycle Length •  # of Prospects Going Dark •  Customer Retention Rates •  Penetration Rate in Current Accounts •  Health of Relationships In Major Accounts

Not Happy With L…

It’s ok to ask more than one person.

It usually leads to a better outcome.

Childhood Lesson

Mom  said  no.  Dad  said  no.  Grandma  said  yes.    

But calling the wrong person 10 x isn’t what

we’re suggesting.

Don’t Be A Robo-Dialer

Don’t  Be  Me    

Single Point of Contact

•  Throughout every step of the lead generation and sales process – too many teams are relying on a single point of contact

= Single Point of Failure PS. People Switch Jobs

Agreed, but why does it keep happening?

•  Original Inquiry •  Comfort Zone with lower level “interested” person •  Afraid to Rock the Boat •  Demo Junkies / Demo Jockeys

–  Does it feel like your reps are having the same meeting 20 times without progressing the opportunity forward?

All show no go

Multi-Stakeholder Process Powering the sale….all the way.

•  Getting in the door •  Good discovery •  Solid mutual action plan •  Deep business discussions •  Empowered champion •  Perspective on top priorities

–  Decisions don’t live in one place any more. The world is more connected. Departments are more connected, budgets are more connected.

–  Yes, they should buy from you. But they also have 25 other things they should do. It’s not a vacuum.

Playing Kitchen

•  Marketing & sales efforts aligned to single point of contact is like playing kitchen.

•  Everyone looks busy, food is being “cooked” but everyone leaves hungry.

Ingredients to Success

Good Data is Critical –  Multi-departmental –  Multi-divisional –  Business plus functional areas –  Peers, subordinates and superiors –  Executive assistants are critical at

sr. level

Relevant Content •  Vertical •  Role •  Situation •  “Custom feel” •  Credibility •  Call to Action •  Compelling / Fun / Hard Hitting •  Combustion •  Referral Support •  Use cases are key •  Supportive to each part of the sales

process Full  Integra5on  within  CRM    We  use  Salesforce.com      Click  to  Send  Technology  integrated  with  our  marke5ng  automa5on  plaJorm  within  salesforce.com    

Elements of Good Data Company Attributes •  Size •  Geography •  Industry •  Competitors •  Trigger Events/ News

–  hires –  financials –  growth / downsizing –  new products –  mergers and acquisitions –  projects / budget Initiatives

•  Application Usage

Contact Attributes •  Title •  Role •  Overview of role •  Org Chart •  Assistants •  Tenure •  Previous Employment •  Trigger Events •  Multi-departmental

–  IT, Marketing, Finance

Good Data + Good Marketing

•  Imagine what you could do with good data •  Imagine what you could do with good

marketing content

–  Make a list of what you would do if you had both – what’s your new reality ?

[  Some  Assembly  S5ll  Required  SALES  TEAM  J  ]    

Mission Critical Investments

•  Two of our biggest investments are Data and

Marketing Content Why… –  Because we have to outperform others by 2 X –  The level of people we hire demand it –  Our customers solutions typically cut across departments and divisions

Sharing our Secret Sauce

DiscoverOrg •  Information Technology •  Marketing •  Finance

–  We actually Track our usage of DiscoverOrg and Results –  Direct tie between usage and

quota attainment

Switch Merge •  Our next step forward •  Mail Merge for Video •  Direct from Salesforce.com

–  Leveraging our data –  Leveraging our discipline –  Impact to cost ratio through the

roof

CAROLYN HOLLOWELL VP MARKETING

DISCOVERORG

Carolyn demonstrates how to leverage data in multi-stakeholder selling throughout the sales process

ANDREW ANGUS FOUNDER SWITCH MERGE

Andrew presents the powerful combination of great data and great marketing content.

Case Study for Lost Leads

•  Don’t just work the lead work the company

–  More than 100 wins per month generated –  Sourcing additional contacts –  Additional research –  Lost Leads + Lost Opportunities + Get Backs –  Huge success that proves multi-stakeholder is critical

Practical Pointers

Executive Assistants are Critical to Success Treat them as if they’re the executive I’d prefer to take direction from you

Show them you’ve done your homework 1st Know the lay of the land Know key stakeholders and reporting structure

–  Get on calendar –  Get a referral ( identify the point person ) –  Set follow ups as meetings

Prospecting

Don’t hide the fact that you’re reaching out to multiple people

Show them you’re a real person, tell them why you’re continuing the effort…persistence counts.

Run the play…don’t fumble on the handoff

•  You don’t want to be the surprise behind door #3

•  Coach, empower, engage and challenge

•  Set a minimum goal of “awareness”

–  Billboard Effect –  Put together a champion deck that

tells the story if you can’t be there in person

It’s  your  job  to  make  sure  your  “champion”  doesn’t  fumble  the  hand  off.    

Multi-Stakeholder Selling Avoiding single point of failure

•  Data Quality + Content + Multi Stakeholder Selling –  Great data allows you to invest in great marketing –  An effective inside team allows an even greater investment in marketing

•  Innovative content creation and delivery methods are important •  If you’ve got a good story to tell, why would you want to only tell it to

1 person? –  What % of your time are you spending selling to people that can only

say “no” –  At a minimum get decision maker “awareness”

The stakes are high. Treat it like a sport.

Don’t Wimp Out Swing Away