sales empowerment through marketing technology

Brooke Crosley of Crosley, Inc. Lori Grass of Right On Interactive

Sales Empowerment Through Marketing Technology

Brooke Crosley President, Crosley, Inc. Brooke started Crosley, Inc. in January 2015 after almost 10 years of experience as a sales trainer and leadership coach with Caskey. Previously, she worked in sales with Langham Logistics for almost 11 years. Brooke works with sales teams and leaders to get the highest ROI on their biggest investment - their people.

Lori Grass Vice President of Sales & Alliances, Right On Interactive

Lori Grass joined Right On Interactive in 2012 with over 20 years of sales experience. Prior to, she was vice president of sales and marketing for Tri-Auto Enterprises, a national

automotive marketing software firm.

Agenda

Sales landscape is changing 1

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Visibility

Measure

Selling beyond the lead

Questions

Past

Present Customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point.

*Google  and  CEB  research  report,  The  Digital  Evolu:on  in  B2B  Marke:ng    

Future By 2020, 85% of customer relationships will be managed without customers and companies ever meeting in-person.

*  Gartner  Research  

Embrace Marketing Technology – It’s Not Just For The Marketer

Web  site    

analy:cs  

Customer  Rela:onship  

Management  systems  

Marke:ng  Automa:on    

Solu:ons  

Customer  Lifecycle    

Marke:ng    

What’s the Answer?

Benefits To Sales

-Customer engagement -Marketing effectiveness

-Relevant conversations -Right people and right time

-Accountability for sales reps -Opportunity pipeline reality

Visibility

Act

Measure

Visibility Website analytics, email activity

Act •  Alerts to Sales

–  Web analytics reports: automate daily to team –  Email opens and clicks: set up reports in CRM –  Bounce emails: batch report to sales inbox –  Source: social, blog, partner, media outlet, search

•  Sales Responses –  Identified: courtesy call –  Anonymous: research & cadence –  Opens/Clicks: be relevant – not creepy –  Bounces: prospect!

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Act

Measure

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It’s NOT all about leads! It’s 6-7x more costly to attract a new customer than it is to retain an existing customer. 80% of your company’s revenue will come from just 20% of your existing customers. The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%.

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Many MA platforms still base their design and application on a purchase or purchasing funnel developed by E. St. Elmo Lewis in 1898.

Consumer and business buying processes have changed drastically. The Internet, online reviews and social media have impacted on how we’ve made purchasing decisions in the ’80s, ’90s and today.

Outdated Approach Traditional Marketing Funnel Today’s Buying Process

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The Journey

Customers For Life

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It’s all about engagement

Brooke’s A-ha Moments

The top of the funnel is a dead zone

Trust your gut and the data

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Lori’s A-ha Moments 1

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3 Importance of a great questioning strategy

A good sales rep likes to be measured – not hide from it

People rarely argue with their own conclusions

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Questions? Brooke Crosley brooke@crosleyinc.com www.linkedin.com/in/brookecrosley/en

Lori Grass lgrass@rightoninteractive.com

www.linkedin.com/pub/lori-grass/13/66/b71/en