the unified business model structsales
TRANSCRIPT
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The Unified Business ModelThe future of Sales and Marketing
Oliver LopezCEO, Structsales
@oliverlopezwww.structsales.com
Structsales
Value Based SellingInbound Marketing
HubSpot Gold Partner
1.Sales & Marketing Alignment Today2.What is The Unified Business Model?3.Best Practice Implementation
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1 Sales and Marketing Alignment
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This is me…as perceived by Marketers.
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• Not understanding the value of brand and marketing
• Too much product and focus on selling
• Caveman
The Sales Rep Traits
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This is you…in the eyes of the Sales Team.
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• Naïve and doesn’t understand sales
• Main task is to assist and do as told
• Up in the clouds
The Marketers Traits
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ALIGNMENT?
So, where are we really today?
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50%of sales time is wasted on unproductive prospecting
101 B2B Marketing and Sales Tips from The B2B Lead
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24%Customers believe that sales reps are 88% knowledgeable on product and only 24% on business expertiseCorporate Visions
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60-70%of B2B content created is never used. Most cited reason why is because the topic is irrelevant to the buyer audience.Content Marketing Institute
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79%of marketing leads never convert into sales
HubSpot
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Alignment
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How can we go from here…
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… to here?
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2 What is The Unified Business Model?
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1. One Organization2. One Process3. One Set Of Highly Relevant KPI:s
The pillars of The Unified Business Model
Caps/Hats
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Prospecting
• Create High Quality Call Lists• Junior Role• Analytical mindset
50% of a salesperson’s time is spent figuring out which companies to call, when to call them, and if they are a good fit
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Hunting
• Call the people in the list he/she receives from the prospectors
• Team up with marketing for campaigns
• Emailing and Cold Calling
Cold calling enhanced by strong collaboration with marketing is the best way for a company to proactively produce significant amounts of new business.
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Closing
• Convince, Inspire, Negotiate and Win
• Qualify!• Be picky!
Your Closers should ignore leads who are NOT able to buy.
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Attracting
• Reach Out• Attract Visitors• Blog, Social
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Convert to Marketing Lead• Conversion Campaigns
ML• Insight Focused Content• Bridge Into Sales
“The Campaign Managers work with the Online Broadcasters and Email Broadcasters”
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Convert to Sales Lead• Convert Into Sales Lead• Ascension Campaigns• Sales Offers
“Tripwires are normally used to ascend a Marketing Lead into a Sales Lead”
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Nurturing
• Convert Into Marketing Lead• Focus On Existing Leads
• Educate
“Each time the Campaign Manager creates a conversion campaign, the Email Broadcaster will be able to re-convert a portion of the Nurturing Leads, who are now more educated”
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The Unified Business Model • A place for
every lead• Natural flows• Logical
overview
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3 Best Practice Implementation
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• 2-3 years to implement the whole model• Heavy focus on documentation• Most clients start with one or two
modules before moving to the next one
Implementation Of Model
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Strategic Failure
Challenges when implementing
Failing to define and find consensus around a clear long- term vision and goal
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Execution Failure
Challenges when implementing
Failing to implement model because due to the lack of best practices around each specific step along the road
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Resource Failure
Challenges when implementing
Failing to implement due to lack of resources to actually perform the change. Implementation is time-consuming, and requires taking resources away from the day-to-day operations.
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So how do we get to the next level?
Don’t fight!
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So how do we get to the next level?
Baby steps
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• Build the Organization – The Process – and The KPI:s
• Focus on documenting and automating everything!
• Leads are worthless if they never close• If you don’t understand and focus on sales,
you’re missing 50%
Key Takeaways