Tele sales process with mql and sql

1. Implications
for Sales and Marketing
Presented by
Samuel Chatelain

2. “It’s all about solving the prospect’s problem!”

3. Sales = Relentless follow up
XLN for small business

4. 6 New Rules of Marketing - Then & Now
XLN for small business

5. IQL: Information Qualified Leads
SQL: Marketing Qualified Leads
SAL: Sales Accepted Leads
SQL: Sales Qualified Leads

6. Lead Cycle Management
MQL to SAL Management
• Lead scoring is: an objective system for ranking leads that
includes both explicit and implicit information
– Explicit scores are based on information provided by or about the
prospect, for example - company size, industry segment, job title
or geographic location.
– Implicit scores are derived from monitoring prospect behaviour;
examples of these include Web-site visits, whitepaper downloads
or e-mail opens and clicks.
• Drive alignment by mutually defining lead scoring
– Lead scoring helps marketing and sales teams identify ready-to-buy
decision makers and the leads that needs ongoing nurturing
– 8 touches moves "suspect" to "prospect"
• Key business rules to qualify a lead:
– Focus on the right accounts, and the right contacts in the account,
and engage only with warm leads.
– When a sales agent receives a lead they must decide whether to
promote the lead to opportunity or recycle it back to marketing
• Common issues and our solutions:
– Not the decision-maker (Job-title and personal contact details)
– Buyers’ changing timeline or budget priorities
– Rather avoid being inundated with sales calls or emails (Opt-out)
– Leads cool off (Real-time leads feeding)
– Too early in the buying process (Contract end dates capture)
– Inaccurate information (validation scripts on data capture forms)
SAL to SQL Management
• Service level agreements for lead follow-up
– Prompt follow-up translates into more deals in the pipeline
• Prospect called back between 5 and 10 minutes?
• Use lead scoring to prioritise calls
• After 8 calls, play the lottery – recycle and nurture again
• Leads expire or disqualify(DQ) after 30 days or after a
number of dials /call backs
– Persistently chasing down prospects with the right message
and right tariff, right deal or right offer
• The Assumptive Close: “Do you want that product in the pay-as-you-go
tariff or the all-inclusive tariff?”
• The Fly-Fish Close: “We have a special offer – a 3 months free offer – but
only if you decide to buy now.”
• The Puppy-Dog Close: “We’ll give you the product free for your evaluation
and only charge you if you don’t return it.”
• The Reverse Close: “Is there any reason why you wouldn’t do business
with XLN Business Services?”
• The Yes Man Close: “Do you expect first rate service?” “Do you believe
that you deserve the best?” “Do you always try to find the best value?”
“Are you going to take this opportunity to get the best value and best
service?”
– Simplifies follow-up processes
• Best times to call : 8-9am and 4-5pm
• 1st call: set mutually agreed appointment/call back
• 2nd call: meet/talk to an expert for the best quote
• Leads should never reach a dead end in the revenue cycle.
– What happens to the leads that do not become
opportunities?
– Disqualified/delayed leads are recycled back to marketing
• No Interest/No Time: Lead recycling and nurturing coms
• Too expensive: price sensitive offer communications
• Not relevant: feature based communications
• Unreachable: ‘missed you’ type communications
10% increase in
lead quality can
translate into a
40% increase in
sales productivity
10% of sales are
closed on the
fourth contact, and
80% are made on
the fifth to 12th
contact

7. Defining and Prioritising Lead Scoring
Set Lead Scores Prioritise Leads by Score

8. Event List, Side Effects and Lead Scoring
Side Effects of Events
• Product Interest (Event Folder: CTR Product)
– EVENTS
• CTR [Product]
• QnA_[Product]_SUBMIT_CTR
– CONDITION: On 1
• LAST_PRODUCT_CTR is set to [Product]
• PRODUCT_INTEREST_[Product] is incremented with…
• ENGAGEMENT_SCORE is incremented with …
• XLN Interest (Event Folders: CTR CED and CTR QnA)
– EVENTS
• QnA_LOYALTY_SUBMIT_CTR
• QnA_SWITCH_SUBMIT_CTR
– CONDITION: On 1
• XLN_LAST_CTR is set to [XXXX]
• ENGAMENT_SCORE is incremented with…
• Quote Request (Event Folder: CTR Quote)
– EVENTS:
• CTR Get A Quote CPS
• CTR Get A Quote Energy
– CONDITION: On 1
• LAST_QUOTE_CTR is set to [XXXXX] Quote
• ENGAGEMENT_SCORE is incremented with…
• Tariff Interest (Event Folder: CTR Tariff)
– EVENTS
• CTR [Tariff]
– CONDITION: On 1
• LAST_TARIFF_CTR is set to [Tariff]
• LAST_[XXXX]_Tariff_CTR is set to [Tariff] (-> duplicate to delete)
• TARIFF_INTEREST_XXX is incremented with
• ENGAGEMENT_SCORE is incremented with
– [Tariff] Values: BB LINE BASIX, BB LINE MAX, BB LINE XTRA, BB BASIX, BB
MAX, BB XTRA, LINE BASIX, LINE MAX, LINE XTRA, MOB DATA1GB, MOB
DATA500, MOB SIM500, MOB SIM700
Event List and Lead Scoring
Data Events Score
Clicked on Promise CTR Promise +3
Clicked on Testimonial CTR Testimonial +4
Clicked on Award Banner CTR Award banner +3
Clicked on Blog CTR Business Blog +3
Clicked on Twitter CTR Twitter +4
Clicked on FaceBook CTR FaceBook +4
Clicked on Google+ CTR Google +4
Clicked on Linkedin CTR Linkedin +4
Clicked xln home CTR xln home +2
Clicked xln logo CTR xln logo +2
Clicked on Email web copy CTR Email Web Copy +2
Clicked on Product CTR Broadband
CTR CPS
CTR Energy
CTR Fixed Line
CTR Mobile
[+9]
+5
Clicked on Tariff CTR Broadband and Phone Line Rental Basix
CTR Broadband and Phone Line Rental Max
CTR Broadband and Phone Line Rental Xtra
CTR Business Broadband Basix
CTR Business Broadband Max
CTR Business Broadband Xtra
CTR Business Line Rental Basix
CTR Business Line Rental Max
CTR Business Line Rental Xtra
CTR Business Mobile data 1GB
CTR Business Mobile Data 500
CTR Business Mobile Talk SIM 500
CTR Business Mobile Talk SIM 700
[+12]
+8
Clicked on SIC Segmentation
Promotion
CTR SIC Segemntation +3
Clicked to find out more CTR Find out more +5
Clicked on CED CTR Contract end date +10
Submitted CED CED_SUBMIT +10
Submitted a Product
Questionnaire
QnA_BROADBAND_SUBMIT_CTR
QnA_MOBILE_SUBMIT_CTR
QnA_TEL_SUBMIT_CTR
QnA_CPS_SUBMIT_CTR
+10
Submitted Other Questionnaire QnA_LOYALTY_SUBMIT_CTR
QnA_SWITCH_SUBMIT_CTR
+9
Submitted Products Preferences CTR SUBMIT PRODUCT PREFERENCE +15
Requested a call me back CTR Call me back +20
Submitted a Quote Request CTR Get A Quote Energy
CTR Get A Quote CPS
[+12]
+20
Submitted Op-In Questionnaire Opt-In Form Submitted -15
Clicked on Unsubscribe link CTR Unsubscribe -15

9. EXPORT FLOW
‘MQL PWP Outbound Export’
Target Group
Export
Template/Profile
• Target Group: MQL PWP
Outbound Export: ALL
• ENGAGEMENT_SCORE
greater then 0
• PROSPECT_SCORE
greater then equals 0
• Schedule: NOT SCHEDULED
• Daily, Weekly?
• At What time?
• Max repetition per user = 1
(Allow for different records each
time an export is created)
ACTION REQUIRED:
• What’s the optimal score
level?
Export Data to Whom?
Export Profile: Outbound Export
Which Data Exported?
Export Template: MQL PWP Export Template
PRSOPECT_KEY
PRO_KEY
PDET_TITLE
PDET_FNAME
PDET_LNAME
MSISDN
PROSPECT_SCORE
BUSD_EMPLOYEE_SIZE
BUSD_DATEESTABLISHED
BUSD_SIC_CODE
INDUSTRY
ENGAGEMENT_SCORE
LAST_XLN_CTR
LAST_PRODUCT_CTR
PRODUCT_INTEREST_BROADBAND
PRODUCT_PREFERENCE_BROABAND
PRODUCT_INTEREST_CPS
PRODUCT_PREFERENCE_CPS
PRODUCT_INTEREST_ENERGY
PRODUCT_PREFERENCE_ENERGY
PRODUCT_INTEREST_FIBRE
PRODUCT_PREFERENCE_FIBRE_BB
PRODUCT_INTEREST_FIXED_LINE
PRODUCT_PREFERENCE_LANDLINE
PRODUCT_INTEREST_MOBILE
PRODUCT_PREFERENCE_MOBILE
PRODUCT_PREFERENCE_WIFI
LAST_TARIFF_CTR
TARIFF_INTEREST_BB_BASIX
TARIFF_INTEREST_BB_EXTRA
TARIFF_INTEREST_BB_MAX
TARIFF_INTEREST_BB_LINE_BASIX
TARIFF_INTEREST_BB_LINE_MAX
TARIFF_INTEREST_BB_LINE_XTRA
TARIFF_INTEREST_LINE_BASIX
TARIFF_INTEREST_LINE_MAX
TARIFF_INTEREST_LINE_XTRA
TARIFF_INTEREST_MOB_DATA1G
TARIFF_INTEREST_MOB_DATA500
TARIFF_INTEREST_MOB_SIM500
TARIFF_INTEREST_MOB_SIM700
LAST_QUOTE_CTR
QUOTE_GAS
QUOTE_ELECTRICITY
QUOTE_CPS_ACCEPTING_CARD
QUOTE_CPS_PROVIDER
QUOTE_CPS_COUNTERTOP
QUOTE_CPS_MOBILE
QUOTE_CPS_PORTABLE
QUOTE_E_COMMERCE
QUOTE_CPS_TURNOVER
QUOTE_CPS_FIXED_LINE
QUOTE_CPS_GATEWAY
QUOTE_CPS_MERCHANT
Email: Email for Export
To: chatelainsamuel@gmail.com
Max attach. Size (KB): 10000
Step name and priorities Zip content: YES

10. Direct and
Digital
Marketing
Activities
Unaware to
Informed to
Interested
Web Action
Delayed DMC Disqualified SQL
Purchase
3% 20% 40%
40%
40%
MQL SQL Sales Made
40% 35% 25%
Inbound Call
5% 10% 40%
Product Preference Buying Intention Purchase
MQL to SQL
Conversion Rate
CPL
SQL to Win
Conversion Rate
ROI
Rate of Follow-up
Contact
Rate of Follow-up
SQL Contact
Win to Loss
Ratio
Win to Loss
Ratio
20%
40% 40%
7%
No Time
No Interest
Unreachable
Qualify
Buying
Signals
Not Cheap
Not Relevant
Unreachable
Negotiate
Sales
Objections
10%
40%
Telco Revenue Cycle
Delayed NDMC Delayed DMC Purchase
W/L Ratio: 1:2 W/L Ratio: 1:1
Purchase
Delayed DMC
Note: Underlined CPS results applied to Telco
SAL
90% 10% 10%
Lead recycling
Sales Deal
Pipeline Build-up
Solution Justifying to
Purchase Intention
IQL
Disqualified MQL Disqualified SQL
Disqualified SQL
MQL scoring
Pipeline estimates with correlating scores to
win percentages aiming to gain insight into
whether a deal is likely to close.

11. IQL
Direct and
Digital
Marketing
Activities
Unaware to
Informed to
Interested
Sales Deal
Pipeline Build-up
Solution Justifying to
Purchase Intention
Delayed DMC Purchase
8% 30% 55%
15%
15%
MQL SQL Sales Made
40% 35% 25% 8% 13% 15%
MQL scoring
Product Preference Buying Intention Purchase
MQL to SQL
Conversion Rate
CPL
SQL to Win
Conversion Rate
ROI
Rate of Follow-up
Contact
Rate of Follow-up
SQL Contact
Win to Loss
Ratio
Win to Loss
Ratio
30%
55% 15%
8%
No Time
No Interest
Unreachable
Qualify
Buying
Signals
Not Cheap
Not Relevant
Unreachable
Negotiate
Sales
Objections
4%
15%
CPS Revenue Cycle
Disqualified SQL
Delayed NDMC Delayed DMC
Disqualified MQL
Purchase
W/L Ratio: 1:2 W/L Ratio: 1:4
Purchase
Delayed DMC
SAL
90% 10%
10%
Lead recycling
Web Action
and Chats
Inbound Call
Pipeline estimates with correlating scores to
win percentages aiming to gain insight into
whether a deal is likely to close.
Disqualified SQL
Disqualified SQL

12. Bridging the SQL target gap with MQLs
Telecom Sales Funnel
Month Calls
Web
Actions
Total
Online
SQL
Total
SQL
Target
Agillic
SQL
MQL to
SQL CR
Agillic
MQL
Jan 2,326 842 3,116 3,642 526 25% 2,104
Feb 2,307 884 3,191 4,856 1,665 25% 6,660
Mar 1,942 907 3,236 5,341 2,105 25% 8,420
CPS Sales Funnel
Month Calls
Web
Action
s
Chats
Total
Online
SQL
Total
SQL
Target
Agillic
SQL
MQL
to SQL
CR
Agillic
MQL
Jan 399 332 82 813 1,000 187 25% 748
Feb 517 340 96 953 1,000 47 25% 188
Mar 410 329 51 790 1,000 210 25% 840
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X 4
X 4
X 4
X 4
But MQLs are on limited supply
Monthly Cross-sell Forecast
CPS to
DSL
Telco to
DSL
Telco to
CPS
Total
MQL* 48 334 832 1,214
SQL 15 104 208 327
Sales 4 29 31 64
Monthly Prospects Forecast
Telecom CPS Energy Total
MQL* 2,408 803 803 4,014
SQL 602 200 200 1,002
Sales 233 38 38 309
(*) Clicked and 3 Touch Opened Total MQLs: Telco: 2,790; CPS: 1,635 ; Energy: 803

13. To recap the new sales
process with

14. Thank you
Samuel Chatelain