mastering the direct sales model for isvs - dreamforce 2012 - 9/20
TRANSCRIPT
Mastering The Direct Sales Model AppExchange Partner Program
Lauren Vaccarello, Sr. Director, Online Marketing
@scottckeane
Scott Keane, VP Sales Development
@laurenv
Mike Wolff, AVP, Commercial Sales, ESB
@mike_wolff
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>500,000 Inbound Marketing Responses
Handled
>100,000 Opportunities Created
>$1.5B in Global Pipeline This Year
Online Marketing
Sales Development
Sales
The Direct Sales Machine
Online Marketing
Step 1: Online Marketing
Remember Who You Are
Online Marketing Fundamentals
1. Online Marketing at Salesforce
2. Measuring Success
3. Driving and Converting Leads
4. Working with Sales
Online Marketing at Salesforce
Video Advertising
SEO Email
Web Analytics Testing Social Advertising
Display/Retargeting SEM
How Do We Measure Success?
Leads Pipeline ACV
What Should Your Metrics Be?
How Do You Make Money?
OR
A
B
C
D
Unique CRM Tracking ID
Offline Conversion
Data
Sales Enablement
SEM Campaign Structure B
C
D
Integrating Paid Search with Salesforce
A
How Data Integration Will Work
Keyword A
BID MGMT TOOL
Keyword B
Keyword C
Keyword D
Automate As Much As Possible
Intro to Web Analytics and Testing
A/B (or A/B/N) Testing
quora.com/A-B-Testing
Testing method where a control experience or web page element is compared to one or more sample experiences or elements in order to improve conversion rate or other performance metrics.
AKA: Split testing, bucket testing
whichtestwon.com
VS
Landing Pages Images
VS
Hypothesis Removing Form requirements for Demo Video views will decrease form completions, but increase lead quality and generate a lift in Leads, Opportunities and Pipeline.
Test Population • Prospects only
Test Duration • 4 tests, spread over a 10 month period
Criteria for Winning • Opportunities and Pipeline
Test Design
Winner
Form Completions
Website Leads
Opportunities
Pipeline
Make Smarter Decisions in Record Time
Create Sales & Marketing Success
How We Work With Sales
Clear Communications About Marketing
Shared Goals
Regular Calls
Wrapping It All Up
1. Align your marketing goals with what drives the business
2. Always be testing
3. Work together with sales to maximize success
Scott Keane VP, Sales Development
@scottckeane
Sales Development
Step 2: Sales Development
Sales Development at Salesforce.com: Two Roles
Enterprise Business Rep (EBR)
Aligned with Account Executives
Generate net new opportunities
Training ground for future Aes
Maximize what is in Salesforce
Sales Representative (SR)
Handle inbound leads
Qualify opportunities
Face of salesforce.com
Training ground for future EBRs
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~170 SRs will follow up on over 300,000 leads this year
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Lead Drivers Online Marketing Email 3rd Party Lead Gen Programs 1-800-NO-SOFTWARE
Offers Free Trial / Demo / Events
Sales Representatives
Account Executives
“First Face to the Customer” Drives Our SR Model
24 hour turn-around SLA on leads
Create a lead for every response & first SR to “touch” (reach out to) a prospect owns the lead
Five to ten activities before archiving
Lead Statuses used to manage interactions
Open – Working – Converted or Archived
Once Archived, the lead continues to be touched through the Marketing Nurture drip campaign
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Rules of Engagement (ROE) Are SR Law
If existing Opportunity, pass to AE
If AE “touch” last 30 days, pass to AE
If EBR “touch” last 90 days, pass to EBR
If SR “touch” last 30 days, pass to SR
If none of the above apply WORK THE LEAD
KEY INFO!
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SRs are “Politely Persistent” in their Follow-up
Email & Phone
Call
Email & Phone
Call
Email & Phone
Call
Email & Phone
Call
Email & Phone
Call Marketing Nurture
Day 1 Day 3 Day 10 Day 17 Day 24 Day 30+
- Thank you for your interest
- Initial point of contact to understand your business
- Attempt to arrange call
- Voicemail follow-up
- When should we connect for a call?
- Voicemail follow-up
- What is a convenient time to discuss possible cost effective ways to utilize our service?
- Voicemail follow-up
- Provide a specific time for a call
- Unsure if we can do business; would like to discuss if our service is in-line with your business needs.
- Voicemail follow-up
- Are you still evaluating?
- Don’t want to disturb you or fill up your inbox unnecessarily
- Voicemail follow-up
- Assume that you are no longer evaluating our services
- If still interested, let me know
Our Ultimate Deliverables – Quality Pipe and Revenue
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Mike Wolff AVP, Commercial Sales, ESB
@mike_wolff
Sales
Step 3: Sales Success
Keys for Direct Sales Success
Small Business is BIG Business
Hire the best
Build a #EFFORT Mindset
Prepare for Success
Own the Sales Process
Real Time…All the Time
Drive Consistent Change
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Small Business is BIG Business
95 Account Executives/10 teams
36,000 opportunities
Checkers vs. Chess - $$$ to $$$,$$$
Geography focused
First revenue producing AE role
95% Phone and GoToMeeting Based
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ENTERPRISE
MID-MARKET
SMALL BUSINESS
We Want You!
Consultative Sales Skills
Strategic Thinkers
Genuine Curiosity
Competitive/Collaborative
Continuous Learners
Work Ethic
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Between the Ears - #EFFORT Proactive
Team Oriented
First In and Last Out
Positive and Solution Oriented
Resourceful
Attention to Detail
Strategic
Goal Focused
Sense of Urgency
NO Regrets
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Prepare for Success
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Teach
Model
Try Coach
Document
OMITTED COMMIT
Own the Sales Process
LEAD INTRO
DISCO PROOF NEXT STEPS NEG
CLOSE
SELF EVAL
F/U ON ACTION ITEMS
PIPELINE BEST CASE
1 2 3 4 5 6
Checkers vs. Chess
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Transactional -Consumer vs. Business -Website test -Buyer’s Role -Lack of business justification -Willingness to buy into process
Strategic -Business Evaluation -Value technology -Company priority -Build business case -Buy into process
Real Time…All the Time
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The Only Constant is Change
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Monthly Ops Reviews
Weekly 1:1s
Break things before they break you
Over Communicate
Direct Sales Success Lessons Learned
Hire the best
Build a #EFFORT Mindset
Prepare for Success
Own the Sales Process
Real Time…All the Time
Drive Consistent Change
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Scott Keane
VP, Sales Development @scottkeane
Mike Wolff Lauren Vaccarrello
AVP, Commercial Sales-ESB @Mike_wolff
Sr. Director, Online Marketing @Laurenv
Why Work With a PDO A Few Reminders. . .
Survey (Session Record)
Partner Success Experts Innovation Theater and Lounge 1:1 Success Clinics Innovation Theater and Lounge Need to relax? Have a massage!
Check out the Partner Hub
Cloud Crawl (Thursday Night) 540 Howard Street
@partnerforce Follow us on Twitter
Why Work With a PDO Partner Hub – Speaker Debrief
Welcome Desk
Partner Success Clinics
Speaker Debrief
Area
SR Team Managers Drive Behaviors with Dashboards
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We Use Dashboards to Manage Accountability
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SR Success – People, Process, Accountability
Recruiting and Training: Find the right people and invest in their success
Rules of Engagement: The Law that rules “SR Nation”
Process: Focus on the right leads, efficient and prioritized follow-up
Layered Questions: Tell me more about that …
Measured Accountability: Dashboard-driven culture
Co-opetition: Stack-ranked, be a good teammate, share best practices
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SRs Use Lead Status Values to Manage Leads
Not a “Lead”
Bad Data
Personal Interest
Partner Interest
Existing Contact – Current Oppty Existing Contact – Recent Activity
Existing Contact – No Opportunity
Is a “Lead” Open Working
Archived – No Interest Archived – Future Interest EBR Lead Qualified – 1-14 Qualified – 15-50 Qualified – >50
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SR Success Begins with Investment in Human Capital
Recruiting Onboarding Coaching/Training