sales empowerment through marketing technology
TRANSCRIPT
Brooke Crosley of Crosley, Inc. Lori Grass of Right On Interactive
Sales Empowerment Through Marketing Technology
Brooke Crosley President, Crosley, Inc. Brooke started Crosley, Inc. in January 2015 after almost 10 years of experience as a sales trainer and leadership coach with Caskey. Previously, she worked in sales with Langham Logistics for almost 11 years. Brooke works with sales teams and leaders to get the highest ROI on their biggest investment - their people.
Lori Grass Vice President of Sales & Alliances, Right On Interactive
Lori Grass joined Right On Interactive in 2012 with over 20 years of sales experience. Prior to, she was vice president of sales and marketing for Tri-Auto Enterprises, a national
automotive marketing software firm.
Agenda
Sales landscape is changing 1
2
3
4
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Visibility
Measure
Selling beyond the lead
Questions
Past
Present Customers reported to being nearly 60 percent through the sales process before engaging a sales rep, regardless of price point.
*Google and CEB research report, The Digital Evolu:on in B2B Marke:ng
Future By 2020, 85% of customer relationships will be managed without customers and companies ever meeting in-person.
* Gartner Research
Embrace Marketing Technology – It’s Not Just For The Marketer
Web site
analy:cs
Customer Rela:onship
Management systems
Marke:ng Automa:on
Solu:ons
Customer Lifecycle
Marke:ng
What’s the Answer?
Benefits To Sales
-Customer engagement -Marketing effectiveness
-Relevant conversations -Right people and right time
-Accountability for sales reps -Opportunity pipeline reality
Visibility
Act
Measure
Visibility Website analytics, email activity
Act • Alerts to Sales
– Web analytics reports: automate daily to team – Email opens and clicks: set up reports in CRM – Bounce emails: batch report to sales inbox – Source: social, blog, partner, media outlet, search
• Sales Responses – Identified: courtesy call – Anonymous: research & cadence – Opens/Clicks: be relevant – not creepy – Bounces: prospect!
!
Act
Measure
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It’s NOT all about leads! It’s 6-7x more costly to attract a new customer than it is to retain an existing customer. 80% of your company’s revenue will come from just 20% of your existing customers. The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%.
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Many MA platforms still base their design and application on a purchase or purchasing funnel developed by E. St. Elmo Lewis in 1898.
Consumer and business buying processes have changed drastically. The Internet, online reviews and social media have impacted on how we’ve made purchasing decisions in the ’80s, ’90s and today.
Outdated Approach Traditional Marketing Funnel Today’s Buying Process
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The Journey
Customers For Life
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1
2
3
It’s all about engagement
Brooke’s A-ha Moments
The top of the funnel is a dead zone
Trust your gut and the data
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Lori’s A-ha Moments 1
2
3 Importance of a great questioning strategy
A good sales rep likes to be measured – not hide from it
People rarely argue with their own conclusions
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Questions? Brooke Crosley [email protected] www.linkedin.com/in/brookecrosley/en
Lori Grass [email protected]
www.linkedin.com/pub/lori-grass/13/66/b71/en