el "spam calling" ha muerto
TRANSCRIPT
EL SPAM CALLING HA MUERTO
Jose MartinsSenior Channel Manager -
Latam
AGENDA
1 CURRENT STATE OF THE SALES WORLD2 HOW MOST COMPANIES APPROACH SALES ENABLEMENT 3 THE CONTENT ROI DISCONNECT 4 HOW THE BEST COMPANIES APPROACH SALES
ENABLEMENT5 SALES & MARKETING ALLIGNMENT
CURRENT STATE OF THE SALES WORLD
WE LIVE IN THE AGE OF THE EMPOWERED BUYER!
DEMANDING BUYERS MEANS MORE COMPLEXITY FOR SALES REPS
Sellers struggle to engage their prospects
Sellers struggle to find the right content to send to a prospect
Sellers struggle to respond quickly to prospects
KEY CHALLENGE AREAS RESULT
SELLERS ARE FEELING THE HEATHOW COMPLEX DO YOU THINK
YOUR JOB IS AS A SELLER TODAY?
n=1,010 Source: CEB 2015 Sales Complexity Assessment
HOW MOST COMPANIES ARE
RESPONDING
MOST COMPANIES RESPOND WITH MORE CONTENT
THE CONTENT ROI DISCONNECT (AND
COST)
BOTH SALES AND MARKETING ARE UNCERTAIN ON CONTENT’S ROI
● Only 34% of all marketers are satisfied with their organization's content marketing effectiveness
● Less than 10% of all content marketing produces gets used by sales reps
AND FRICTION BETWEEN BUYERS AND SELLERS PERSISTS
HOW THE BEST COMPANIES APPROACH SALES
ENABLEMENT
THE BEST COMPANIES SOLVE THIS BY GOING BEYOND “MORE CONTENT”
SALES ENABLEMENT CHALLENGES: A DEEPER DIVE
DEMANDING BUYERS MEANS MORE COMPLEXITY FOR SALES REPS
Sellers struggle to engage their prospects
Sellers struggle to find the right content to send to a prospect
Sellers struggle to respond quickly to prospects
KEY CHALLENGE AREAS RESULT
CHALLENGE #1: ENGAGING PROSPECTS
PROSPECTS RESIST SALES ENGAGEMENT
Still not convinced? ● Only 2% of cold calls turn into
appointments
● In 2007 it took an average of 3.5 attempts to reach a prospect. Today, it takes 8+
● 67% of B2B Marketers rate engaging DMs as their top challenge
● The average sales process includes 5 or more decision-makers
Degree of Progress through the Purchase Process before Engaging
Sales
Source: CEB Research and Google, n= 1500
SOLUTION
HELP REPS MEET BUYERS WHERE THEY ALREADY ARE
Implement Inbound Marketing
Develop Buyer Profiles and
PersonasArm Sales Reps with
Outreach Content
How HubSpot Sales Software
Supports
● Convert website traffic into leads
● Track contacts who are in-market for your service
● Find even more in-market companies
● Tailor + template email outreach messages
● Automate customized email prospecting
● Communicate with prospects while they’re on your website
Sales Enablement Tactics to Help Reps Engage with Buyers
HubSpot Marketing
Lead Intelligence
Prospects AppTemplates AppSequences App
Messages App
CHALLENGE #2: FINDING THE RIGHT CONTENT
IT’S HARD TO FIND THE RIGHT CONTENT
Source: Docurated, State of Sales Enablement Report, 2016
SOLUTION
REFRAME HOW YOU THINK ABOUT CONTENT MGMT AND CREATION
Incorporate Reps into Content Creation
Consolidate Your Content
Solicit Regular Rep Feedback
Provide Insight into Which Content is
Best
Reps actually ALREADY create over 40% of a company’s content
The average employee overlooks 270 pieces of
company content.
Rep-created content is used in 61% of Won
Deals; Marketing, 26%
… because if you could, why wouldn’t you?
How HubSpot Sales Software
Supports
● Create a searchable repository for all content that sales reps are using
● Analyze which content reps use most
● Determine which emails are most effective at connecting with prospects
Sales Enablement Tactics to Help Reps Find the Right Content
CRM, Documents App, Document
Reporting(Bonus: Projects App
*Marketing Software Only)Template App and
Template Reporting
SALES & MARKETING ALIGNMENT
?
Leads
MQL’s
SQL’s
OpportunitiesCustomers
Marketing
Sales
?
Leads
MQL’s
SQL’s
OpportunitiesCustomers
Marketing
Sales
Leads
MQL’s
SQL’s
Marketing
Sales
OpportunitiesCustomers
HOW CAN WE FIX THIS?
Step 1: Be human.
CONTEXT!!
Step 2: Reduce friction.
Leads
MQL’s
SQL’s
OpportunitiesCustomers
Marketing
Sales
MEETINGS
MESSAGES
SLA = SERVICE LEVEL AGREEMENT
What’s a Sales Qualified Lead?
• Responded to BOFU emails• Booked a Meeting with a rep• Requested Demo• Signed up for Trial
Step 3:Rethink the
funnel.
THE FUNNEL NEVER ENDS.
