capture the total addressable market

Capture the Total Addressable Market With a Data Driven

Money Engine

Are you getting to the TAM?

Total Addressable Market

Marketing Generated Leads

The rest of the Market

• What is your strategy for getting to the rest of the market? • Does this keep you up at night? • What are your competitors doing? • The market is noisy, is your message getting through?

It’s not rocket science

Or is it?

Leads are the engine.

They provide the thrust.

The Money Engine is where the magic science happens

Get to the TAM

There are two primary sources of new business, marketing driven leads and sales driven leads (AKA the Money Engine). You need both.

Marketing Generated Leads SEO, Content Marketing, Email Campaigns, Social Media, PR

Total Addressable M

arket The Sales Driven Money Engine Data Driven, Hypothesize, test, optimize, key components: Research & Connect then Qualify

Qualify & Score then push into the sales process or into a nurture campaign

Sales Cycle

Sales Driven Lead Gen

But isn’t cold calling dead?

Not really – it just needs to be re-imagined and more research and qualification focused.

How does it work?

Res

earc

h Acquired Lists Data.com LinkedIn Google Scrub against install base Grade 1,2,3

Con

nect

Short emails Executive referrals Looking for pain point Research Calls Be persistent

Qua

lify Start a

conversation Open ended questions Look for high level fit Pass to AE Nurture

Research

Segment Market

Understand buyer

Understand buying cycle

Build Lists

Google is your friend

Think big - size matters

Measure Review list performance

Get good at this – it limits your

market

Connect

Connect

Executive referral

•  Short Email •  Text base •  iPhone

readable •  Ask for

person who handles X.

Cold Research Call

•  Call main number

•  Ask “who does X?”

•  Get to know the company

Get creative

•  Try new things

•  Optimize message

•  This stage is critical

•  Be persistent

Seriously – it’s business time. You have one job – connect with these prospects.

Qualify

Pass to AE or to Nurture

Understand their

problems

Don’t try to sell yet

Look for fit – capture data and

notes

Disqualify – but get a reason

Don’t hire hunters, hire closers

Think of sales hunting like an English game hunt where the beaters drive the game before the hunters. Use a systematic approach to drive new qualified leads to your key closers.

Now let the Selling begin

The process described here is designed to feed into a true sales process.

This in not an end point – it is a beginning.

This process should data driven and constantly optimized.

Hire great closers who take these leads and turn them into delighted customers.

To capture the Total Addressable Market you need both inbound marketing leads and sale driven leads – if you don’t build it someone else will.

About Me

Contact: Erik Langner ealangner@gmail.com 650-787-5204 www.linkedin.com/in/eriklangner

•  Proven SaaS sales leader •  Team builder, mentor and coach •  Opportunity finder •  Deal closer •  Evidence based optimizer •  Problem solver

•  Questioner of the status quo •  Consensus builder •  Story teller •  Table setter •  Home run hitter •  Sales Scientist