best practices in digital advertising sales · gameplan example direct sales program opps created...
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@TODDHANDY
THANDY@MARKETSTAR.COM
HTTP://BIT.LY/HANDYDIGITAL(FIVE WAYS TO AMP UP DIRECT SALES)
© MarketStar Corporation – Confidential
§Innovation can take on various forms:§Disruptive sales methodologies§Sales operations/enablement§Alternate sales structures§New labor markets/untapped candidates
© MarketStar Corporation – Confidential
§ “AOR” - ensure operational alignment w/ KPIs§ “Commit Process” - increase accuracy & confidence in forecasting
§ “Scoreboard & Reward” - motivate & incent sellers (M2R2)
§ “Propensity to Buy” - refine prospect lists & targets to increase probability of wins
§ “Sales Operations/Enablement” - leverage technology to extend sellers & automate sales activities
Best practices in digital advertising sales
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LEVERAGE TECHNOLOGY, ANALYTICS & COACHING
7
• Combine technology stack, sales leadership & sales operations to empower sales teams to improve customer interactions, optimize and execute outreach sequences, and analyze results to identify coaching opportunities.
• Enable sales managers to track progress and coach sellers more efficiently to continually improve processes and achieve desired results.
Technology Elements
Advanced Analytics & Coaching
Increased Revenue
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AActivities
By Combining the Activities, Objectives, Results (AOR) methodology with coaching and analytics, you can track and coach to which Activities are driving Objectives to achieve desired Results.
OObjectives
RResults
• Calls / Emails• Leads Touched• Call Quality
• DM Convos• Qualification %• Leads Created• Sales
Acceptance %
• Leads Qualified• Opportunities
Closed• Pipeline• Revenue
Weekly Coaching
Weekly Team Reviews
Example Sales/Customer Success Metrics
© MarketStar Corporation – Confidential
12
50 Closes/Mo.
2.3 Closes/ Day
~8 Opps/Day
~38 DMC/Day
~700 Calls/Day
AActivities
OObjectives
RResults
• 700 touches/day38 DM convos/day
• 8 opportunities/day
• 2.3 closes/day• ~$4,600/day
Required for Team of 10 to Close 600 Accounts/Yr.
© MarketStar Corporation – Confidential
GamePlan Example Direct Sales Program
Opps Created120% to goal
120$2,500ASP
25% to goal
$75,000Revenue
75% to goal
25%Win Rate
250% to goal
20%DM Contact Rate
133% to goal
5.7Call Quality (1-7)
30% to goal
2.2Avg. Call Planning /day
(hrs)220% to goal
325Unique Leads
Touched108% to goal
1,205Activities
120% to goal
RESU
LTS
OBJE
CTIV
ESAC
TIVITI
ES
© MarketStar Corporation – Confidential
§Activities Lead to Objectives Which Lead to Results§Coaching AOR = ?§Coach to ROA- what matters most?
© MarketStar Corporation – Confidential
Commit Process• Commits submitted on Fridays by noon• Individual commits reviewed by TLs w/
reps Monday mornings• Team commits reviewed by PMs w/
TLs Monday mornings• Commits “locked” Mondays at noon
Commit Review Process• Mid-week team reviews by TLs w/
reps Wednesday afternoons• Mid-week program review by PMs w/
TLs Wednesday afternoons
• Final team reviews by TLs w/ reps Friday afternoons
• Final program review by PMs w/ TLs Friday afternoons
• Current day team performance reviews by TLs w/ reps each afternoon
Performance Review Process• Current day individual & team commit
reviews by TLs w/ reps each morning
© MarketStar Corporation – Confidential
What Gets Measured Gets Managed…
…What Gets Rewarded Gets Repeated© MarketStar Corporation – Confidential
Core Stack
OPTIMIZING INBOUND & OUTBOUND SALES TOOLS
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Inbound Outbound
InContact- Used for incoming call, chat, and voicemail, while allowing for managers to monitor interactions and provide analytics for coaching to improve rep effectiveness
Outreach- Email templating and automated contact sequencing to maximize rep activity and follow up in a prescribed method
Gong- Web-based tool that imports recordings from InContact and Outreach, transcribes, and analyzes calls for coaches to monitor and improve rep sales conversations
MyCoach- Creates visible dashboards for reps and coaches to measure interactions, enable meaningful training, and document goals for rep improvement
Optional($)
© MarketStar Corporation – Confidential
MARKETSTAR CLIENT CASE STUDY
25
Methodology§ Accounts with the following criteria
§ Include only prospects with company revenue data§ Include only prospects without Client sales closed
§ Total ~58K prospects (non-sold)
§ Seed with 327 accounts (sold) provided by Client to inform & predict the targeted non-sold prospects
© MarketStar Corporation – Confidential
PURPOSE OF ANALYSIS
26
327 accounts
58,398 prospects
Group of prospects with highly predictive propensity to be like the
target accounts
5,612 prospects
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• Predictions grouped (y-axis)
• Observed where the target accounts fell in prediction groups
• 79% of target accounts fell in 90% prediction group
• 16% fell in the 80% prediction group
© MarketStar Corporation – Confidential
• The makeup of these industries is slightly different than the average population
• Greatest increases• Junior Colleges – 5x• Colleges and Universities – 4x
• Museums and Art Galleries 3.6x• Executive Offices 3.4x
• Television Broadcasting Stations –3x
Industries that represent at least 2x the proportion in the 90% group vs. the entire population• i.e. Junior Colleges represent 0.56% of the
general population, but 2.95% of the 90% population (5.2x difference)
© MarketStar Corporation – Confidential
• Higher annual revenue
• ~Same credit approval amount
• Higher employee counts
© MarketStar Corporation – Confidential
Best Practices in Digital Advertising Sales
Sales is hard. Digital advertising is complex. But selling digital advertising doesn’t have to require a PhD and a lifetime of media experience. In this session recommended for sales leaders of all levels, we’ll cover how to use “AOR” to maximize sales team results, implement “Scoreboard & Reward” to motivate and incent sellers, and discuss other best practices designed to drive individual and team sales success.
© MarketStar Corporation – Confidential
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