No one waits around the elevator to get leads, at least we hope they don’t, but how many other actions do your salepeople take to get their own leads which are unproductive? I know salespeople aren’t literally waiting at the elevator to get leads and yet some people say cold calling by knocking on doors is dead. However, I know medical device salespeople who are successful at it and are not
Sometimes it doesn’t make any difference how much sugar you add to something it won’t change the outcome. Sprinkle a little or a lot of sugar on bull and it won’t change the taste; you can’t make it into candy. You have to start with meaningful ingredients. Let’s take sales lead management (yeah, I know it’s a stretch, but read a bit more).
C-level managers want to spend only enough on marketing to make forecast. That’s it. Anything more from their perspective and the money is wasted. CFOs and CEOs only have a hint of an idea on branding. To them branding is just another way for marketing to spend money without being held accountable.
This originally appeared as a commentary on SLMA Radio.
Nothing happens in an organization without a sales forecast and yet few marketers take the forecast and estimate the number of total inquiries (not qualified inquiries) that will be needed to make forecast (quota).
Predicting the number of inquiries needed is simple and easy; take the sales goal, average sales price for the product, buying percentage (45%), sales lead follow-up percent and your market share. Knowing these items will allow you to predict the number of inquiries needed to make your sales goals.
The formula is:
What role do Marketers really play in sales – I mean directly with Sales? We have found that the answer to this question is quite different for each company. Some Marketers are left to worry about executing campaigns with no particular concern regarding the outcome of the marketing tactics on eventual revenue. It’s hard to believe that this situation still exists, but we’ve seen it time and time again. It’s the status quo legacy that many companies continue to maintain. However, we do see a majority of Marketers striving (whether of their own impetus or that of their managers) to have a more direct impact on sales.
Sept 2nd SLMA Radio – Interviews AdTrack’s CEO Dan Rogers and The Vanella Group’s CEO Mari Anne Vanella
SLMA Radio host Will Crist, on Sept 2nd at 5 PM PST, provides news coverage on sales lead management and interviews.
Past guests include Joe Payne, CEO of Eloqua, Mac McIntosh the sales lead expert, Gary Slack of Slack Barshinger, Phil Fernandez, CEO of Marketo, and Dan McDade CEO of PointClear.
The top of the program is dedicated to recent news events that pertain specifically to sales lead management. During the following 45 minutes the radio host will interview Dan Rogers and Mari Anne Vanella. Some questions for them include:
Dan Rogers: SmartLead by AdTrack
1. What is your opinion of the biggest challenges facing a CMO today and how do they solve the issues?
2. How do you integrate your services with SalesForce?
3. Why should a sales manager care about what lead management system is used?
4. You had a study last year that showed that only two nurturing touches is the optimal number of times to communicate with a prospect to persuade them to buy. Tell me more about this.
5. Why do you call a sales inquiry a declining asset?
Mari Anne Vanella: Vanella Group
1. You use the term on your site, Rich Sales Intelligence for large opportunities, what do you mean by that?
2. You say on your site that you deliver strategic, powerful sales development solutions rather than just leads. Can you explain what you mean by that?
3. I assume you use social media. What has been most effective for you and why?
4. What social media tactics do you recommend for your clients?
5. Tell me how you solved a recent big issue for a client?
To listen live, visit OCTalkRadio.net and click on the "LISTEN LIVE/ON AIR " banner while the show airs.
August 26th SLAM Radio – Interviews Eloqua’s CEO Joseph Payne and CEO Mac McIntosh of Mac McIntosh, Inc.
Today, August 26th at 5 PM PST, SLMA Radio host Will Crist provides news coverage on sales lead management and interviews with Eloqua’s Joseph Payne and sales lead expert Mac McIntosh. Some of the questions we will cover include:
From Joseph Payne
-What does Eloqua mean when it says it can deliver Sales Intelligently and Measure Everything?
-What is the biggest challenge facing CMO’s today?
-Why should a company president care about using a marketing automation process?
-Can Eloqua make life more predictable for a Sales Manager? How?
-Are there industry segments which have had more success with marketing automation than others?
-Who do you look up to for leadership?
From Mac McIntosh
-Who do you look up to as a leader in B2B Marketing?
-I have to ask for some advice: A CMO says the salespeople for his company are not following up on the sales inquiries she gives them. What advice can you give her to change that?
-Some more advice please: A CFO has unusual power in a company and doesn’t believe in creating sales leads. How do you change his mind?
-What is the best lead generating vehicle today for B2B companies in this down marketplace?
-What is the biggest mistake companies make in managing sales leads?
-What advice do you give CMO’s about measuring the ROI for marketing?
Tune in at 5 PM PST
Beginning July 29, 2010, Will Crist to host weekly SLMA news & interview radio show
Los Angeles, CA - - July 20th, 2010- - James W. Obermayer, executive director of the Sales Lead Management Association, announced today that the SLMA will host a weekly talk radio program centered around the topic of sales lead management. Obermayer said, "Well-known radio commentator Will Crist will be our host and interviewer. We’ll cover recent industry news and interviews with business leaders. This is not simply blog radio or a podcast; it’s the new live web radio with all of the quality you expect from a professional radio program."
SLMA Radio will start broadcasting Thursday, July 29th at 5 p.m. PST (California, US). Listeners can connect via the SLMA Website. Produced by Paul Roberts of OC Talk Radio, the SLMA Radio broadcast is also available through the OC Talk Radio website.
Host Will Crist said, "In our first broadcast on July 29th, we will interview Phil Fernandez, president and CEO of Marketo and Dan McDade, president, CEO and founder of PointClear."
The third program, airing August 26th will feature Joseph Payne, CEO of Eloqua and Mac McIntosh, President of Mac McIntosh, Inc., business to business sales lead expert. By the beginning of September, broadcasts will air weekly.
SLMA vice president of marketing, Sue Campanale, said "This show is open to SLMA members and non-members alike; anyone interested may listen in. Recorded broadcasts will also be archived on the SLMA site. Interviewees will be provided a copy of the program they participate in. Guests are subject to change."
Campanale also said, "This is not pay to play. Our guests are not asked to pay a fee to be on the show. We are, however, accepting commercial advertisers for this new web radio program. There will be three 60-second commercials per each 50-minute program. Rates are available on the SLMA site."
About the Sales Lead Management Association
The SLMA is an association with the mission of helping companies become successful in the critical business process of managing sales leads. It has more than 2,500 members world-wide. Membership is free.
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Wednesday, July 7th – DMAnc Education Webinar
What is Sales 2.0 and why should you care?
Sales 2.0 is the mirror image of Marketing 2.0 and it represents dramatic changes in both sales and marketing to accommodate Web 2.0 and Buyer 2.0 behavior. Attend this webinar and learn what Sales 2.0 is and how it can improve your marketing, sales, profits and return on investment.
ANNEKE SELEY ‒ Chief Executive Officer - Phone Works
author of Sales 2.0 ‒ Improve Business Results Using Innovative Sales Practices and Technology
BRENT HOLLOWAY ‒ Director of Inside Sales - Verint Systems
author of Sales 2.0 ‒ Improve Business Results Using Innovative Sales Practices and Technology
RICHARD STEINHART ‒ Director - North American Inside Sales, Informatica Corporation
Informatica is a data integration software company whose clients include 84 of the Fortune 100 companies ‒ their clients include leading companies in telecommunications, financial services, healthcare, energy, insurance, and life sciences.
Attend this Webinar to Learn:
•How Sales 2.0 is redefining the future of sales
•How Sales 2.0 can improve Marketing 2.0 results
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•Best practices for Sales 2.0 from Informatica case study
Attendees of this webinar will receive a whitepaper that describes how your company can implement Sales 2.0 best practices to improve marketing, sales, profits and return on investment.
Register for program.
Register for program.
Company URL: http://nurtureinstitute.com
Who are your mentors and why? My Father, Taught me to nurture. Robert Whitney, showed me the map . Napoleon Hill, Showed me the path. Jay Abraham, Taught me the most about marketing. Seth Godin, inspires me daily.
What is the most helpful advice you've received to improve your business? Helping Customers Succeed, Not just buy. Mahan Khalsa Automate Follow-up Processes.
What is the most helpful advice you can give to help others improve their businesses?
Get very serious about nurturing. Decide to Automate and systematize selling process. Identify, your A level clients and prospects Individualize, with a dossier approach Interact, with messages that matter and content that counts. Influence, earn the right to help them succeed Nurture, to cultivate the ones you want and the ones you want to keep.
"When your heart is in your dreams, no request seems too extreme."
How do you give back to the professional community? I present the nurturing philosophy and methodology to VISTAGE CEO Groups 48 times each year since 1988. I post a daily www.nurturemarketingblog.com to share good ideas, strategies and technologies that facilitate effective Nurture Marketing.
What is your favorite business book?
1. Blush, blush: "Nurturing Customer Relationships", By Jim Cecil and Eric Rabinowitz.
2. "Think and Grow Rich" , Napoleon Hill
3. "Permission Marketing", Seth Godin.
4. "Persuasive Proposals", Dr. Tom Sant.
5. "Rockefeller Habits", by Verne Harnish, Gazelles, International.
Which 4 basic skills or process steps do you recommend?
1. SELECT a Niche(s)
2. DO it, Create a campaign of touches to cultivate your best client(s).
3. TEST it, Send ten first touches and evaluate your responses
4. DELEGATE it, Assign your own "Nurture-Maven" to manage expansion
5. AUTOMATE it, Use the tools of software, the cloud and the Internet or DUMP it, Learn what works, test the rest and know when to change.
In your opinion, the best book on marketing is: Permission Marketing
Your reasons for choosing this book are: Seth Godin first articulated the vital necessity of a common human courtesy of Permission in the 1 to 1 world ahead.
What would you say to someone who asks what to do first in managing sales leads? Scientifically re-engineer your entire selling process and your sales-force. Commit to actually helping sales-reps succeed with diligent, pre, mid, and post funnel communications processes.
If someone wants to nurture sales inquiries what process would you recommend? Clearly software is the seminal tool in Nurturing. I was an early-excited yet skeptical early-adopter of MSCRM 1.0. As is to be expected from a company that traditionally takes 3 or 4 iterations to get it right. In my opinion, MSDynamicsCRM 4.0 is now the dream platform for all segments, from the lone-wolf to the enterprise, whether locally installed or cloud, in my opinion, with Intelligent Mobile-CRM apps raging, absolutely the most flexible and affordable solution for those serious in long-term nurturing.
What steps would you suggest to measure the ROI for sales inquiries? Because metrics are so abundantly embedded with Dimensional eMail campaigns today, setting up infinitely flexible alerts over multiple interactions and results has never been.
I will attend and I suggest you consider it also...Jim Obermayer
Join BtoB this Tuesday, June 22 for the only *free* virtual tradeshow dedicated to the best lead management technologies and tactics for B2B marketers
You won't want to miss this free event featuring keynote addresses by Joseph Jaffe - Author & marketing/new media/social media thought leader and Charlene Li - Bestselling Author & founder of Altimeter Group.
The show will be open from 11:30 a.m. ET - 5:30 p.m. ET, allowing plenty of time for you to network with peers, attend sessions and enter to win great prizes.
More details/register: http://www.btobonline.com/section/leadingedge2010