Presentation deck from June 20, 2018 Zoominfo Growth Acceleration Summit presentation in Boston, MA

1. Building a Predictable Pipeline:
Strategies and Tactics to Increase Your Confidence
in Hitting Your Number Month after Month

2. Matt Heinz
Founder & President, Heinz Marketing Inc
@heinzmarketing
matt@heinzmarketing.com
About the Speaker

3. Housekeeping First!
Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want!
1. Copy of this deck
2. Freebies!
• Full Funnel Marketing (the book)
• Sales Velocity Calculator
• KPI Metrics Architecture
• Matt’s bacon recipe

4. Why is selling so hard today?

5. ….or how they buy?
Is it how we sell….

6. Impact on the entire lifecycle

7. What has changed?

8. Five customer changes impacting your success

9. Your customers are:
1. Busier than ever

11. Your customers are:
1. Busier than ever
2. Self educated

12. When do they call you?

13. Your customers are:
1. Busier than ever
2. Self educated
3. Skeptical
4. Distrustful
5. Jaded
6. A lot like you

14. Are we helping or hurting?

15. Are we helping or hurting?

16. Are we helping or hurting?

17. Depressed yet?!

18. So what IS working today?

19. 4 lessons from The Challenger Sale

20. Let’s not pretend this is new…

21. 1. How you sell is more important than what you sell

22. 2. Challengers teach, tailor, & take control

23. 3. The value of your insights trumps the quality of your product

24. 4. Be memorable, not agreeable

27. Chanel integration = effectiveness

28. How do you break through?

29. The Five Foundations of Customer Commitment

30. The Five Foundations of Customer Commitment
1. Attention

31. The Five Foundations of Customer Commitment
1. Attention
2. Interest

32. The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust

33. The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust
4. Interaction

34. 1. Attention
2. Interest
3. Trust
4. Interaction
5. Engagement
The Five Foundations of Customer Commitment

35. 1. Attention
2. Interest
3. Trust
4. Interaction
5. Engagement
The Five Foundations of Customer Commitment

36. The buyer’s journey

37. Target Market
Sales Cycle
Team
Message
Reach
Enabling Technology
Metrics of Success
The Pipeline Development Framework

38. Execute
Target Market
Sales Cycle
Team
Message
Reach
Enabling Technology
Metrics of Success
The Pipeline Development Framework
Plan & Understand
Measure

39. Target Market
Sales Cycle
Team
Message
Segments, Ideal Customer Profile(s), target & prioritized accounts, personas,
qualification criteria, list building
Length of time, number of meetings, decision process, buyer journey, deal size
(how people buy)
Roles and responsibilities, skills structure, hand-offs, prospecting->engagement-
>closing->onboarding
“Point of view”, value proposition, subject matter expertise (need/outcome), trust
validation
The Pipeline Development Framework
Plan & Understand

40. Reach
Enabling Technology
Phone, email, social, IRL, events. The playbooks and outreach flows to contact
prospects.
Contact details, automated outreach/nurture, deal tracking
The Pipeline Development Framework
Execute

41. Metrics of Success
Contacts created, leads generated, opportunities created, connect rates,
conversion rates, revenue contribution
The Pipeline Development Framework
Measure

42. Target Market
Sales Cycle
Team
Message
Reach
Enabling
Technology
Metrics of Success
Segments, Ideal Customer Profile(s), target & prioritized
accounts, personas, qualification criteria, list building
Length of time, number of meetings, decision process, buyer
journey, deal size (how people buy)
Roles and responsibilities, skills structure, hand-offs,
prospecting->engagement->closing->onboarding
“Point of view”, value proposition, subject matter expertise
(need/outcome), trust validation
Phone, email, social, IRL, events. The playbooks and outreach
flows to contact prospects.
Contact details, automated outreach/nurture, deal tracking
Contacts created, leads generated, opportunities created,
connect rates, conversion rates, revenue contribution
The Pipeline Development Framework

43. Initial Ad-Hoc Defined Managed Optimized
Target Market
Lack of clearly defined target market
and Ideal Customer Profile (ICP), no
personas
Limited/assumption-based
approach to market/customer.
Limited to no qualification
criteria defined
Ideal Customer Profile defined,
personas defined and articulated
Known accounts, defined and
agreed to qualification criteria,
defined and confirmed
personas
Iterative approach to target
account identification, dynamic
personas, qualification criteria
drives targeting
Sales Cycle
No known or defined repeatable
approach
Ad hoc approach &
understanding of how customer
buys
Understood time and decision
making process, friction remains
Known and articulated buying
journey, enablement focus
Selling process aligned with buying
process, all known friction
removed
Team
Undefined roles and responsibilities,
no skills mapping/development
Major functional roles defined,
high churn, low performance
Roles, responsibilities, and
competency profiles defined and
operational
Responsibilities and hand-offs
known and operational, team is
performing
Aligned team structure, career
path and skill milestones
Message
No unified message and/or
compelling value proposition
Confusing and disorganized
message, no consistency and
company-centric
Defined messaging and
positioning mapped to audience,
speaking to market and needs vs.
feature/benefit
Content editorial calendar in
place, major trust validation
content in production, defined
industry “point of view”
Versioned strategic messaging
framework approach, content
editorial calendar speaks to
customer need/outcome
Reach
One-off bulk emails, direct ask
outreach
“Every person for themselves”
with no coordination
Sales playbook(s) in place but
used for reference vs. execution
Coordinated efforts among
email, phone, online, offline
channels
Integrated and executed outreach
“plays” across channels
Enabling Technology
Limited to no real technology in
place. Basic email, phone,
spreadsheets
Individual purchase decisions
drive technology, low utilization,
no integrated plan
Major categories purchased and
in place, some coordination
among teams
All current tools configured and
utilized to justify expenditures
Technology aligned with process,
approach in place to test new
tools
Metrics of Success
Random and inconsistent
measurement
Individual teams and
contributors track and promote
their metrics
Major categories tracked but bias
towards actions vs. outcomes
Alignment around creating
opportunities and revenue
contribution across all activities
Full funnel measurement and
accountability
Pipeline Development Maturity Model

44. Focus Sales Marketing
Define Target Market Support Lead
Understand Sales Cycle Lead Support
Build and Train Team Lead Lead
Create Compelling Message Support Lead
Reach Prospects Support Lead
Choose Enabling Technology Lead Lead
Apply Metrics of Success Lead Lead
Sales + Marketing = Pipeline Development Process

45. REVIEW DESIGN DEPLOYREVIEW DESIGN
A 3 Phase Approach

46. • Ideal Customer Profile defined and approved?
• Target personas for all involved in buying process?
• Messaging by audience?
• Compelling positioning?
• Content mapped to funnel stage?
• Internal sales process defined?
• Aligned metrics and incentives?
Conduct a Pipeline Development Review

47. Review Step Details
Ideal Customer Profile defined and approved? Definition includes attributes of your “best”
customers – lifetime value, revenue growth,
satisfaction, etc
Target personas for all involved in buying process? Who can say yes? Who can say no? Who slows
things down?
Messaging by audience? Speak to their need and desired outcome
Compelling positioning? Rats vs. Dents
Content mapped to funnel stage? Not about you, about them
Internal sales process defined? What happens when? Who does what?
Aligned metrics and incentives? Are you closing to the right thing?
The Pipeline Development Review

48. Housekeeping Last!
Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want!
1. Copy of this deck
2. Freebies!
• Full Funnel Marketing (the book)
• Sales Velocity Calculator
• KPI Metrics Architecture
• Matt’s bacon recipe

49. Matt Heinz
President, Heinz Marketing
@heinzmakreting
matt@heinzmarketing.com
Thank You!