Coman Fullard

Senior Digital Strategist | Continuum.ie

Do More with Less in MD&D

I bet you’ve seen the next slide before?

“Insanity:

Doing the same thing over

and over again and

expecting different results”

Albert Einstein

Seen in 5 consecutive reorgs

Previous reorgs failed to deliver

Who is insane?

MD&D Vision?

Do more

with less

How?

New management structures

Blend sales teams, territories, portfolios

Rationalise marketing

While

Expecting sales to grow

But can you do more with less?

YES!

Using

Smarketing

Smarketing with an “S”

Aligned

Sales & Marketing

Activity

Leverages

• Inbound Digital Marketing

Techniques

• Digital Marketing Automation

• Social Media Strategy

Smarketing

=

FORCE MULTIPLIER

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

You can do more

with less using

SMARKETING

Coman FullardSenior Digital Strategist | Continuum

Follow me at

Twitter: @ComanFullard

LinkedIn: https://ie.linkedin.com/in/comanfullard

Website: www.continuum.iein.com/in/comanfullard