CRM360

• 4-part Series brought to you by Ticomix, SugarCRM, D&B, Nurture Marketing and Bristol Strategy Group

• What is CRM360?• Part 3: 3 Sure-Fire Ways to Kill Your Pipeline – And

How to Avoid Them• What’s Next:

• 5/7 @ 10:30 AM ET: Leveraging your CRM for Maximum Success

ABOUT ELLEN• Expert on Sales-Force

Productivity• Researcher, Metrics

Geek• Provocateur• 20 Years Carrying a Bag

(and Scars to Prove It)

3 SURE-FIRE WAYS TO KILL YOUR PIPELINE

• No Prospect Profiling• Ineffective or

Incomplete Lead Scoring

• Mismanaging Pipeline Data

THE LEAKY BUCKET ASSESSMENT

• Leaking Like a Sieve• Prospect Profiling

“Encouraged” – Not Documented

• Lead Scoring Falls to “Hot Money”

• Pipeline Targets? Huh?

LEAKY BUCKET RESULTS – 700 RESPONSES

Leaking Like a Sieve! Call the Help Line! Preventive Maintenance! WATERTIGHT!

HOME TRUTHS ABOUT SALES-FORCE PRODUCTIVITY

• Sales Time Scarce and Precious

• One Hour Puts $1,100 - $15,000 Income at Risk

• How Much Is Your Team Wasting?

PIPELINE KILLER 1: BAD PROSPECT PROFILING

• Focused on SELLER• Anyone with Address

and Pulse Will Do• If They Have Money,

They’re Qualified

LEAKY BUCKET SCORES ON PROSPECT PROFILING

Leaking Like a Sieve: 15% Call the Help Line: 61%

THE CURE: PROSPECT PROFILING DONE RIGHT

• Focused on BUYER!• “Cousin Judy” Approach• Focus: Buyer Motivation,

Readiness to Buy• Already Looking for

YOU!!!!

PIPELINE KILLER 2: LEAD SCORING

• Leads Not Scored or Scoring Subjective

• Scoring is Fact-Based; Qualitative Ignored

• Reps Ignore Scores

LEAKY BUCKET ON LEAD SCORING – SAME STATS!

Leaking Like a Sieve: 15% Call the Help Line: 61%

THE CURE: GOOD LEAD SCORING, ACCOUNTABILITY

KILLER 3: ‘BACKWARDS’ PIPELINE MANAGEMENT

• Focus on Wrong End - Closing

• Activity-Defined Stages

• Progress is Subjective• Easy to Game the

System

THE CURE: ‘BEGINNING’ END, NOT ‘ENDING’ END

CRM 360: DRIVING IMPROVED PRODUCTIVITY

• Classic CRM: Expensive Rolodex, Calendar, “Trailing” Pipeline Mgmt

• CRM 360 Live: Business Intelligence, Sales-Force Productivity, Competitiveness• Captures Data Supporting Analysis• Evidence Drives Root-Cause Analysis• Insights for Improvement Initiatives• Feedback Loop for Lead Nurturing, Outreach,

Market ID and Selection

ANALYTICAL INSIGHTS

• Distribution of Accounts by Scorecard Rank • Distribution of Opportunities by Rank, Revenue

and Opportunity Stage• Useful for:

• Root-Cause Analysis• Analyze Cycle Times Based on Data• Understand, Improve Conversion Ratios

SPECIAL OFFER FOR CRM 360 LIVE TOUR PARTICIPANTS

• Complete Your Leaky Bucket Assessment for Sales-Force Productivity

• Free, Private, Confidential Review by Phone• Free Copy of Our E-Book “The Myth-Busters

Handbook: Five Myths that Slow Down Sales and How to Avoid Them”

IS YOUR PIPELINE LEAKING ALL OVER YOUR BOTTOM LINE?

WWW.BRISTOLSTRATEGYGROUP.COM/SALES-LEAKYBUCKET

THANKS!

Ellen Bristolellen@bristolstrategygroup.comwww.bristolstrategygroup.com

@BristolStrategy786-554-2666