Find out how Top Performing sales teams are maximizing success in 2013. Based on the experiences of 300+ organizations. http://www.gleanster.com/reports/reports/top-performing-tactics-for-overcoming-a-stagnating-sales-pipeline

1. Sponsored by:
7 Essential Tips to Boost
Sales Results in 2013

2. About Leads360
– Market leader in intelligent sales software
– Sales automation + integrated dialer +
conversion insights
– Help you boost revenue and productivity
– Integrated with leading CRMs & third party
solutions John Reese
VP Marketing, Leads360
– One of the nation’s fastest growing tech co’s @Leads360
#CRM2013

3. 3
About the Research Findings
Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
Everyone Else: Everyone Else
TODAY’S STATS
Total survey responses: 1045
2012 iCRM State of Digital
Aug. 2012 Engagement
n= 198 Sept. 2012
n= 847
Performance in: REVENUE
ROMI
CONVERSION RATE
#CRM2013

4. Agenda
• Challenges with CRM
• 7 Tips Based on Top
Performers
• Scorecard to Identify Low
Hanging Fruit
#CRM2013 4

5. Top Challenges with CRM in 2012
Top Challenges in 2012
Top Performers
Driving sale personnel adoption 78%
Ensuring data credibility 64%
Integrating the platform with
other company sales and 52%
marketing software/systems
Modifying the platform to fit the
47%
company's sales process
* 2012 iCRM Survey n= 198
#CRM2013 5

6. 7 Sales Optimization Resolutions for
2013
#CRM2013

7. Scorecard for Low Hanging Fruit
Sales Resolutions for 2013
RANKING
1 2 3 4 5
1. Value Added Engagement
2. Understanding the Customer Lifecycle
3. CRM Addresses Early Stage Engagement
4. Understanding Enabling Technologies
5. Plug the Holes in the Pipeline
6. Automate Measurement and Metrics
7. Link Process to Desired Outcomes
#CRM2013

8. How Does your
organization currently
rank?
1 = Needs a lot of work.  5=
We’re doing pretty good.
#CRM2013

9. 9

10. Sales Acquisition Processes Have
Changed
1 TO MANY DIALOG
SALESPERSON
DECISION MAKERS
#CRM2013 10

11. Sales Acquisition Processes Have
Changed
1 TO MANY DIALOG 1:1 CONVERSATIONS HAPPY / UNHAPPY
CUSTOMERS
SALESPERSON
DECISION MAKERSSALESPERSON
DECISION MAKERS
COLLEAGUES
FRIENDS / FAMILY
COMPETITORS
#CRM2013 11

12. Shifting Consumer Demographics
 Need Visibility into Customer
Behavior
 Managing Communication Fatigue
 Compelling & Personal Reasons
to Reach Out
 Emerging Channels
 Automated Alerts
#CRM2013

13. Social + CRM = Not Disruptive to Sales
Process
In your opinion, has Social Media impacted
your sales process?
Significantly 12%
Somewhat 34%
Not at All 35%
Can't Say 19%
0% 10% 20% 30% 40%
* Gleanster iCRM Survey September 2012, Title: Sal
#CRM2013 13

14. But… Social Media is Widely Adopted by
Sales
Do you use social media to monitor or keep in
touch with prospects and customers?
Title: Sales
11%
Yes
No
89%
* Gleanster iCRM Survey September 2011, Title: Sal
#CRM2013 14

15. Implications: Value Added Engagement
Marketing Sales Service
• Humor
Entertain • Emotion
• Targeted
• Personalized
• Intimate Enrich
• Earn a conversation
Engage • Tailor messaging
• Educate buyers
• Trusted advisor
#CRM2013

16. Implications: Value Added Engagement
• Monitor the web to inject yourself into critical
conversations.
– Use Google News Alerts to trigger better conversations with your
accounts
– Answers on LinkedIn Q&A could be referenced years later
• Earn a conversation with prospects
– Answer questions online
– Use social media to learn about prospects
– Develop target personas
• Top Performers automate engagement with nurturing and
scoring to flow educated and qualified opportunities to
the sales team
– Quantify and share what defines a “good” sales conversation
#CRM2013

17. 1 2 3 4 5
1. Value Added Engagement
1 = Needs a lot of work.  5=
We’re doing pretty good. 17

18. 18

19. Lead Generation Classifications
Leads Prospects Customers
An inquiry into a A qualified A person or
product, a decision making organization that
potential individual with has purchased
prospect. budget and goods or
authority to services.
Expressed influence a sale.
interest in
solving a
problem.
Will your definition be the same as
resources in Marketing or Customer
Service?
#CRM2013 19

20. Customer Lifecycle Documented?
80%
70%
68%
60%
50%
40%
30% 23%
20%
10%
Top Performers Everyone Else
0%
Sales has formal understanding of the customer
journey - Marketing, Sales, Service (Yes)
Top Performers Everyone Else
* 2012 iCRM Survey n= 198
#CRM2013

21. Mapped to the Customer Lifecycle
Leads Prospects Customers
Customer Lifecycle
Buying Cycle Sales Cycle Service
#CRM2013 21

22. Buying Cycle vs. Sales Cycle
Customer Lifecycle
Buying Cycle Sales Cycle Service
When the prospect
Inquiry. Sales Accepted Lead (SAL)
purchases they become a
(Unknown buying intent) = Prospect
customer , requiring
ongoing service and
support. Customers can
Marketing Qualified Leads Sales Qualified Lead also be nurtured to
(MQL). (SQL) = Valid Opportunity encourage up-selling and
cross-selling.
Leads Prospects Customers
#CRM2013 22

23. Implications: Document & Educate
1. Engage your target audience
differently at different stages in the
customer lifecycle
2. Sales needs visibility into what
stage contacts might be in (within
CRM).
3. Alert Sales of relevant changes in
behavior (automate and
standardize with technology)
 Lead Routing
 Lead Alerts
#CRM2013

24. 1 2 3 4 5
2. Understanding the Customer Lifecycle
1 = Needs a lot of work.  5=
We’re doing pretty good. 24

25. 25

26. Sales Engagement
• CRM isn’t one size fits all
• Does CRM really meet the
needs of your entire sales team?
• How much should it be
customized?
#CRM2013 26

27. Embrace the Differences
Inside Sales Enterprise Sales
• Rapid turnaround • Working leads for
• Numbers game months or years
• Key • Handful of
– Productivity opportunities
– Discipline • Key
– Consistency – Relationships
– Measurement – Often face-to-face
27
#CRM2013

28. Top Performers Use CRM &…
CRM Technology CRM Technology + …
Enterprise Sales Inside Sales
 Contact Management  Contact Management
 Account Management  Account Management
 Territory Management  Territory Management
 Opportunity Management  Opportunity Management
 A Few Quality Leads  High Volume of Leads
 Lead Routing
 Prescriptive Selling
 Call Scripts
 Workflow
 Telephony Integration
#CRM2013

29. Managing the Customer Experience
PROSPECTS
Marketing
• Educate Technology
• Advise
• Build Trust
SFA & CRM
Sales
Optimization
CUSTOMERS
• Quality products & services
• Drive up-selling Finance & ERP
• Drive cross-selling
• Drive advocacy
• Drive lifetime customer value
Customer Service
#CRM2013 29

30. Implications
• Does CRM really address the inside sales
process?
– Remove the guesswork – add metrics that matter
• Contact Rate/Ratio, % of Correct Contacts
– Make optimal processes consistent and efficient
– Reduce time spent trying to figure out who to call
• How is CRM being used at your organization?
– Capturing too much information
– Capturing information that could be used against sales
– Customized to augment sales processes
#CRM2013

31. 1 2 3 4 5
3. CRM Addresses Early Stage Engagement
1 = Needs a lot of work.  5=
We’re doing pretty good. 31

32. 32

33. Deliver a Consistent Customer
Experience
Top 3 Challenge
Integrating CRM with other company sales and marketing
MARKETING
Lots of different
SALES
Contact
= technologies!
Opportunity
Pipeline
SERVICE
FCST
CRM
Customer Relationship Management
#CRM2013 33

34. Technology Enablers
*38% *29%
*Percentage of Top
Performers that integrate
technology with CRM
*58% *46%
DATA
WAREHOUS
E
Other Channels (Less frequently integrated)
DIRECT MAIL DIGITAL SIGNAGE
MOBILE BUSINESS
FULFILLMENT INTELLIGENCE
MARKETING
SOLUTION
DIGITAL SIGNAGE
WEB CONTENT
MANAGEMENT DIGITAL ASSET
MANAGEMENT
#CRM2013 34

35. Making Sense of Technologies
#CRM2013

36. Sales Technology Value Chain
Sales Technology Landscapes?
#CRM2013

37. Sales Technology Value Chain
Sales Technology Landscape?
Sales
Marketing Service
#CRM2013

38. Sales Technology Categories
CUSTOMER SERVICE
Customer Relationship Management
MARKETING
Salesforce Automation
SALES SALES SALES
EFFECTIVENESS ENABLEMENT PERFORMANCE
MANAGEMENT
Configure Sales
Price Quote Intelligence
Learning Sales Incentive
Mgmt Coaching Talent
Sales Sales Comp.
Mgmt
Analytics Optimization Sales Portal Mgmt
#CRM2013

39. Implications
• Today, CRM alone can’t support the
customer experience.
• Technology exists to make best practices
repeatable and templatized- use it!
• On-Demand makes all sales technology
accessible and affordable for any size
organization.
#CRM2013

40. 1 2 3 4 5
4. Understanding Enabling Technologies
1 = Needs a lot of work.  5=
We’re doing pretty good. 40

41. 41

42. 50% of leads will not buy
in the short-term but are
likely to buy in the future.
42

43. Use of Lead Nurturing
Using Lead Nurturing
Not Using Lead Nurturing
Top Performers Everyone Else
78% 22% 61% 39%
#CRM2013 43

44. Engage all opportunities
• Top Performers are 8x more likely than
Everyone Else to allow salespeople to route
leads back to nurture marketing campaigns
from within CRM.
– BUT, only 19% of Top Performers had this ability
$
$ $
Sales Qualified opportunities
not yet ready to buy.
$
$
$
#CRM2013

45. Implications
• Look for opportunities to plug the holes in
the pipeline – particularly in inside sales
– Empower sales to send templated marketing emails
(that can be customized)
• Focus on cross-selling and up-selling the
same way you focus on customer acquisition
as an organization
– The key to successful inside sales is “relationships”
#CRM2013

46. 1 2 3 4 5
5. Plug the Holes in the Pipeline
1 = Needs a lot of work.  5=
We’re doing pretty good. 46

47. 47

48. Most Popular Metrics for Measuring CRM
Metrics Used to Measure Success (Top Performers)
Top Performers
Annual Revenue 85%
Actual vs. Forecasted Revenue 82%
Win / Loss % by Rep 67%
System Usage 65%
Average Deal Size 58%
Book to Bill Ratio 48%
* 2012 iCRM Survey n= 198
#CRM2013 48

49. Best Practices
• 8 out of 10 Top Performers rely exclusively
on CRM or Analytics Dashboards for
calculating metrics
– Spreadsheets aren’t scalable
– Must standardize calculation
• Benchmark performance over time
• Minimize system customizations
#CRM2013

50. Implications
Automation “non-traditional” but critical to performance:
• Speed-to-Call
• Speed-to-Contact
• Contact rate
• Qualification rate
• Conversion rate
• Call volume
• Average call time
• Lead status
• Average sales cycle
Automate these metrics in periodic dashboards
#CRM2013

51. 1 2 3 4 5
6. Automate Measurement and Metrics
1 = Needs a lot of work.  5=
We’re doing pretty good. 51

52. 52

53. Top 10 Challenges
• Modify the platform to fit the companies
sales process?
• Modify the sales process to fit the platform?
#CRM2013

54. Focus on Processes Lead to Desired
Results
• Results are a byproduct of processes
• Top Performers rank process optimization
and revision as a top value driver for
success.
Execution &
Measurement
Process
Desired Result
#CRM2013

55. Implications
• Did your organization change process to fit
with the CRM tool? Is that working?
• Are there legacy processes that no longer
add value internally?
• Does lack of integration with other systems
impede results?
– Look at the flow of information – or lack there of…
#CRM2013

56. 1 2 3 4 5
7. Link Process to Desired Outcomes
1 = Needs a lot of work.  5=
We’re doing pretty good. 56

57. Key Takeaways: Things to do… TODAY!
Sales Resolutions for 2013
RANKING
1 2 3 4 5
1. Value Added Engagement
2. Understanding the Customer Lifecycle
3. CRM Addresses Early Stage Engagement
4. Understanding Enabling Technologies
5. Plug the Holes in the Pipeline
6. Automate Measurement and Metrics
7. Link Process to Desired Outcomes
#CRM2013

58. Additional Resources on the Topic
Deep Dive
How Top Performing Sales Leaders Overcome a Stagnating Pipeline:
Why your CRM investments might be producing diminishing returns.
(January 2013)
All registered
attendees will receive
a complimentary copy
via Leads360!
#CRM2013

59. More Resources on www.gleanster.com
• 1000s of Resources
• Videos
• Webinars & Events
• Social Media Feeds
• Vendor Profiles
• Analyst Commentary
• Solution Reviews
#CRM2013 59