Sales and marketing lead optimisation

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

Transcript

1. A Ulysses Pact Josh Smith Head of Sales Enablement Guardian News & Media
2. Click to add title?
3. Basic lead handling on a CRM A top line run through with Josh Smith Sales Enablement Festival Oct 2020
4. Our road to increasing leads and doubling conversion rates A top line run through with Josh Smith Sales Enablement Festival Oct 2020
5. Sales and Marketing Lead Optimisation A top line run through with Josh Smith Sales Enablement Festival Oct 2020
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*
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
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?
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)
10. Speed, Quality and Persistence built into the system
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)
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
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
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
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
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.
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
18. Lockdown The data means that we are in an extremely strong position to support remote working.
19. Thank you and any questions?
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