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Sales and marketing lead optimisation

Sales and marketing lead optimisation

Josh Smith, Head of Sales Enablement, Guardian News & Media

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Transcript

  1. A Ulysses Pact
    Josh Smith
    Head of Sales Enablement
    Guardian News & Media

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  2. Click to add title?

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  3. Basic lead handling on a CRM
    A top line run through with Josh Smith
    Sales Enablement Festival Oct 2020

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  4. Our road to increasing leads and
    doubling conversion rates
    A top line run through with Josh Smith
    Sales Enablement Festival Oct 2020

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  5. Sales and Marketing
    Lead Optimisation
    A top line run through with Josh Smith
    Sales Enablement Festival Oct 2020

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  6. Agenda
    Setting up a lead capture process
    Sales team engagement
    Marketing data for optimisation
    Failing fast
    Sales data for optimisation
    A new approach
    An important note on the data in this case study*

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  7. Setting up a warm lead capture process
    Identified all the ways that leads currently arrive in the business, as well
    as created some new capture points. Some examples:
    ● Email enquiries - standardised email enquiry addresses being used
    ● Online Chat - improved process
    ● Response to marketing emails - improved process
    ● Online enquiry forms - new format
    ● Dedicated phone numbers - standardised numbers
    ● Self service activity - new process
    ● Request a call back - new process

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  8. Full live visibility on all warm leads
    *data for illustration purposes only - not actual
    NOT ACTUAL DATA - FOR ILLUSTRATION PURPOSES ONLY
    How do we close the circle with conversion data?

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  9. I’m too busy doing sales for your admin bulls**t
    Getting the Sales and Sales Management team
    engaged with the process
    - Lots of training with marketing in attendance explaining
    benefit of warm leads and growing them
    - Complete buy in and support from Sales Management at
    all levels
    - Upskilled Management team on CRM use
    - Processes to track where Sales team aren’t following up or
    following the process
    - Weekly, monthly and quarterly targets and prizes based on
    conversion rates.
    - Constant daily follow up from managers and Enablement
    Mr Macho (American Wrestler)

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  10. Speed, Quality and Persistence built into the system

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  11. Some leads you just can’t capture (or we couldn’t)
    Long standing relationships
    LinkedIn
    Clients enquiries arriving from a random source
    A catch all, was built to track total volume of inbound activity. (Using two
    data sources to try and ensure as robust as possible)

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  12. Because the Sales team are following the process
    Marketing now know the value of their different activities and can adjust
    their energies accordingly which stopped the decline and put many of
    the lead sources back into growth
    Full data available for marketing
    *data for illustration purposes only - not actual
    NOT ACTUAL DATA - FOR ILLUSTRATION PURPOSES ONLY

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  13. That exciting new lead source
    That turned out to be a lesson in failing fast.
    Contact details, permission to contact, current relevant need all ticked
    so lots of excitement....
    But:
    NOT ACTUAL DATA - FOR ILLUSTRATION PURPOSES ONLY

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  14. Team performance
    The teams can be tracked on the conversion rates allowing for specific
    training and coaching
    Be wary of obsessing too much on conversion rates though - Yield can
    suffer! *data for illustration purposes only - not actual
    NOT ACTUAL DATA - FOR ILLUSTRATION PURPOSES ONLY

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  15. Rep performance
    Department average in example was 28% so what is happening here?
    Data led management, coaching, interviews...
    *data for illustration purposes only - not actual
    NOT ACTUAL DATA - FOR ILLUSTRATION PURPOSES ONLY

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  16. A new approach
    What happens if you run a data led interview process to create a new
    warm leads team to handle the growth in leads from marketing?
    What happens if every lead gets handled by someone of Rep A’s quality.
    Conversion rates rocket.

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  17. Summary
    Capture as many leads as possible
    Build them all into your CRM
    Ongoing Sales team engagement with them and the process is CRITICAL
    Use the data in all your training, coaching, team meetings and 1-1’s (for ever)
    Decide what data is and isn’t important - over analyse to paralyze
    Ensure everyone works off the same reports wherever possible
    Embrace the ability to fail fast in equal measure to success stories

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  18. Lockdown
    The data means that we are in an extremely strong position to support remote
    working.

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  19. Thank you and any questions?

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  20. Apendix
    Harvard lead management study: https://
    www.newbreedmarketing.com/blog/lead-response-best-practices
    A Ulysses Pact:https://blog.trello.com/master-goals-ulysses-pact

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