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Featuring Ryan Williams,
VP of Sales at LeadGenius,
Mike Plante, VP of Demand
Generation at InsideSales.com,
and
Max Altschuler, CEO at Sales Hacker
HOW HIGH-PERFORMANCE
SALES TEAMS SQUEEZE THE
MOST OUT OF EVERY LEAD
webinar
Ryan Williams
VP	
  Sales
LeadGenius
leadgenius.com
linkedin.com/in/jryanwilliams
Today’s Speakers
Mike Plante
VP	
  of	
  Demand	
  Generation
InsideSales.com
linkedin.com/in/plantemike
Max Altschuler
CEO
Sales	
  Hacker
saleshacker.com
linkedin.com/in/maxaltschuler
HOW THIS WILL WORK
• This webinar will last about an hour
• Type in your questions in the Q&A box as you think of them
• Join the conversation using #InsideSalesWebinar
• This is being recorded… I’ll tell you how to access the
recording at the end
POLL QUESTION
• What is your current mix of inbound/outbound lead
volume?
– All Inbound, No Outbound
– Mostly Inbound, But Some Outbound
– Close to a 50/50 Mix of Inbound and Outbound
– Some Inbound, But Mostly Outbound
– No Inbound, All Outbound
Sales wants all
“leads” fast Marketing feels the love and
hits the “more” button
Sales doesn’t follow up Marketing: “Why no
follow up?”
Sales: The “leads” are
no good Marketing:
Wasted effort, poor
performance, bitterness,
despair
EIGHT STEPS YOU CAN TAKE TODAY
TO GET MORE OUT OF YOUR B2B LEADS
1. Identify two high-value data points and
create research loop
2. Enrich and score leads as they come
into your system
3. Respond to inbound leads with high-
enough score immediately
4. Tune persistence and cadence for all
lead types
5. Set up time stamps
6. Create list views/workflows for reps
7. Prescriptive contacting
8. Mind your recycle bin
INBOUND
OUTBOUND
1. IDENTIFY 2 HIGH-VALUE DATA
POINTS & CREATE A RESEARCH
LOOP
DEFINE YOUR IDEAL LEAD
• What custom data do you use now?
• What would be your “silver bullet” criteria?
• What does your best rep like to find out before they pick
up the phone?
• What characteristics to your best current customers
share?
• Go Beyond Core Lead Components
– Business Size, Location, Industry, User/Customer Base
CUSTOM DATA POINT EXAMPLES
• Building Square Footage
• Google Partner (y/n)
• E-Commerce Platform Type
• Social Followers
• Funding/Capital Events
• CRM or Marketing Automation Type
• Current Job Openings
2. ENRICH AND SCORE LEADS AS
THEY COME IN
ENRICH LEADS FIRST
• Through webform fields
• Through real-time data
append via third-party data
providers
LEVERAGE DATA TO PRIORITIZE LEADS TO CONTACT
Current Practice
1-3
Data Points
Best Practice
80B
Data Points
Lift
24%
Increase in
Revenue
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
2.5K
2.0K
1.5K
1.0K
0.5K
#ofLeads
Lead Quality
5%
4%
3%
2%
1%
CloseRate
PREDICTIVE GIVES VISIBILITY
Leads Worked # of Leads
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
2.5K
2.0K
1.5K
1.0K
0.5K
#ofLeads
Lead Quality
5%
4%
3%
2%
1%
PRESCRIPTIVE ALIGNS EFFORT
Leads Worked # of Leads
CloseRate
0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
2.5K
2.0K
1.5K
1.0K
0.5K
#ofLeads
Lead Quality
5%
4%
3%
2%
1%
EFFICIENCY INCREASES CAPACITY
Leads Worked # of Leads
Additional Leads Worked
CloseRate
3. RESPOND IMMEDIATELY
RESPOND IMMEDIATELY TO NEW INBOUND LEADS
Current Practice
38 Hrs
Response Time
Best Practice
5 Min
Response Time
Lift
21x
Qualifications
4. TUNE PERSISTENCE AND
CADENCE FOR INBOUND AND
OUTBOUND LEADS
BE PERSISTENT WITH INBOUND AND OUTBOUND LEADS
Current Practice
1.5
Attempts
Best Practice
6-9
Attempts
Lift
3x
Initial Contact
Rates
APPLY A PRESCRIPTIVE CADENCE TO BOTH INBOUND AND
OUTBOUND LEADS
Current Practice
No
Outreach Strategy
Best Practice
10d
Outreach Strategy
Lift
26%
Increase in
Appointments
SAMPLE CADENCE: OUTBOUND APPOINTMENT SETTERS
1st Dial
2nd Dial
+
Voicemail
+ Email
3rd Dial 4th Dial 5th Dial
6th Dial
+ Voicemail
+ Email
7th Dial
8th Dial
+ Voicemail
+ Email
Eight calls per contact over 2 weeks
Day 1 Day 2 Day 4 Day 6 Day 10Day 8
Salesforce	
  contact	
  info	
  
will	
  show	
  the	
  dial	
  count
5. SET UP TIME STAMPS
REPORTING ON LEAD ACTIVITY IS KEY
• Timestamps are the baseline needed for accurate sales
cycle reporting
• Even if you don’t have the ability to report on everything
you’d like at this moment, timestamp data will be
invaluable to your next sales ops hire.
SALES VELOCITY INDICATORS
How High-Performance Sales Teams Squeeze The Most Out of Every Lead
6. CREATE LIST VIEWS &
WORKFLOWS FOR REPS
EQUIP YOUR REPS WITH THE RIGHT REPORTING
• You want a smarter sales team. A smarter sales team
wants more flexibility and autonomy.
• Visibility into the sales process enables you to prioritize
company goals while allowing reps more latitude to self
manage
Example Lead List Views
• New Inbound
• Contacted Inbound
• Contacted Outbound
• Qualifying Leads
• Disco Completed
• Leads w/ No Activity In 5
Days
Example Opportunity List
Views
• Prospect
• Demo Completed
• Evaluation
• Proposal
• Committed
• Opportunities /w No
Activity In 7 Days
NO ACTIVITY IN 5 DAYS
7. PRESCRIPTIVE, AUTOMATED
CONTACTING
PRESCRIPTIVE, AUTOMATED CONTACTING
Task Manual Prescriptive, Automated	
  Systems Impact
Decide	
  who to	
  
call
Rep	
  stares	
  at	
  list	
  with	
  no	
  context;	
  
makes	
  best	
  guess	
  who	
  to	
  call
System	
  serves	
  up	
  best	
  record	
  to	
  call More time	
  on	
  task	
  vs.	
  
researching	
  
Balance
inbound	
  and	
  	
  
outbound
Hot	
  leads	
  mixedwith	
  outbound	
  calls Inbound	
  leads	
  are	
  treated	
  as	
  high	
  priority and	
  
get	
  immediately	
  actioned
Increased contact	
  rates	
  
and	
  close	
  rates
Document	
  in	
  
CRM	
  
Reps	
  skip some	
  or	
  all	
  
documentation
Call	
  recording,	
  details	
  and	
  disposition	
  are	
  
automatically	
  saved
Comprehensive	
  data,	
  
including	
  time	
  stamps,
available	
  for	
  analysis
Know	
  when	
  to	
  
call	
  back
Contacting	
  is	
  based	
  solely	
  on	
  when	
  
rep	
  thinks	
  prospect	
  may	
  answer
Know	
  when	
  a	
  prospect	
  is	
  at	
  their	
  desk	
  and	
  time	
  
your	
  call	
  to	
  coincide with	
  their	
  reading	
  or	
  
sharing	
  content
Increased	
  engagement,	
  
responsiveness, and	
  
close	
  rates
Know	
  when	
  a	
  
cold prospect	
  
re-­‐engages
Send	
  emails	
  at	
  a	
  cadence	
  after	
  a	
  
client	
  goes	
  dark in	
  hopes	
  that	
  they	
  
respond	
  at	
  some	
  point
Get notified	
  immediately	
  when	
  they	
  re-­‐open	
  an	
  
email,	
  visit	
  your	
  website,	
  or	
  download	
  an	
  
attachment	
  you	
  set
Deals that	
  were	
  thought	
  
lost	
  and	
  gone	
  can	
  be	
  
revived	
  and	
  closed.
8. MIND YOUR RECYCLING BIN
12 MONTH NO-TOUCH REPORT
LEAD ENRICHMENT IS NEEDED
The	
  average	
  B2B	
  sales	
  and	
  marketing	
  database	
  
decays	
  at	
  over	
  3%	
  per	
  month	
  
WRING MORE VALUE FROM EVERY LEAD
1. Identify two high-value data points and create research loop
2. Enrich and score leads as they come into your system
3. Respond to inbound leads with high-enough score immediately
4. Tune persistence and cadence for all lead types
5. Set up time stamps
6. Create list views/workflows for reps
7. Prescriptive contacting
8. Mind your recycle bin
THANKS
FOR JOINING US LIVE!
Ryan Williams
VP	
  Sales
LeadGenius
leadgenius.com
linkedin.com/in/jryanwilliams
Q&A
Mike Plante
VP	
  of	
  Demand	
  Generation
InsideSales.com
linkedin.com/in/plantemike
Max Altschuler
CEO
Sales	
  Hacker
saleshacker.com
linkedin.com/in/maxaltschuler

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How High-Performance Sales Teams Squeeze The Most Out of Every Lead

  • 1. Featuring Ryan Williams, VP of Sales at LeadGenius, Mike Plante, VP of Demand Generation at InsideSales.com, and Max Altschuler, CEO at Sales Hacker HOW HIGH-PERFORMANCE SALES TEAMS SQUEEZE THE MOST OUT OF EVERY LEAD webinar
  • 2. Ryan Williams VP  Sales LeadGenius leadgenius.com linkedin.com/in/jryanwilliams Today’s Speakers Mike Plante VP  of  Demand  Generation InsideSales.com linkedin.com/in/plantemike Max Altschuler CEO Sales  Hacker saleshacker.com linkedin.com/in/maxaltschuler
  • 3. HOW THIS WILL WORK • This webinar will last about an hour • Type in your questions in the Q&A box as you think of them • Join the conversation using #InsideSalesWebinar • This is being recorded… I’ll tell you how to access the recording at the end
  • 4. POLL QUESTION • What is your current mix of inbound/outbound lead volume? – All Inbound, No Outbound – Mostly Inbound, But Some Outbound – Close to a 50/50 Mix of Inbound and Outbound – Some Inbound, But Mostly Outbound – No Inbound, All Outbound
  • 5. Sales wants all “leads” fast Marketing feels the love and hits the “more” button Sales doesn’t follow up Marketing: “Why no follow up?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despair
  • 6. EIGHT STEPS YOU CAN TAKE TODAY TO GET MORE OUT OF YOUR B2B LEADS 1. Identify two high-value data points and create research loop 2. Enrich and score leads as they come into your system 3. Respond to inbound leads with high- enough score immediately 4. Tune persistence and cadence for all lead types 5. Set up time stamps 6. Create list views/workflows for reps 7. Prescriptive contacting 8. Mind your recycle bin INBOUND OUTBOUND
  • 7. 1. IDENTIFY 2 HIGH-VALUE DATA POINTS & CREATE A RESEARCH LOOP
  • 8. DEFINE YOUR IDEAL LEAD • What custom data do you use now? • What would be your “silver bullet” criteria? • What does your best rep like to find out before they pick up the phone? • What characteristics to your best current customers share? • Go Beyond Core Lead Components – Business Size, Location, Industry, User/Customer Base
  • 9. CUSTOM DATA POINT EXAMPLES • Building Square Footage • Google Partner (y/n) • E-Commerce Platform Type • Social Followers • Funding/Capital Events • CRM or Marketing Automation Type • Current Job Openings
  • 10. 2. ENRICH AND SCORE LEADS AS THEY COME IN
  • 11. ENRICH LEADS FIRST • Through webform fields • Through real-time data append via third-party data providers
  • 12. LEVERAGE DATA TO PRIORITIZE LEADS TO CONTACT Current Practice 1-3 Data Points Best Practice 80B Data Points Lift 24% Increase in Revenue
  • 13. 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 2.5K 2.0K 1.5K 1.0K 0.5K #ofLeads Lead Quality 5% 4% 3% 2% 1% CloseRate PREDICTIVE GIVES VISIBILITY Leads Worked # of Leads
  • 14. 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 2.5K 2.0K 1.5K 1.0K 0.5K #ofLeads Lead Quality 5% 4% 3% 2% 1% PRESCRIPTIVE ALIGNS EFFORT Leads Worked # of Leads CloseRate
  • 15. 0-10 11-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 2.5K 2.0K 1.5K 1.0K 0.5K #ofLeads Lead Quality 5% 4% 3% 2% 1% EFFICIENCY INCREASES CAPACITY Leads Worked # of Leads Additional Leads Worked CloseRate
  • 17. RESPOND IMMEDIATELY TO NEW INBOUND LEADS Current Practice 38 Hrs Response Time Best Practice 5 Min Response Time Lift 21x Qualifications
  • 18. 4. TUNE PERSISTENCE AND CADENCE FOR INBOUND AND OUTBOUND LEADS
  • 19. BE PERSISTENT WITH INBOUND AND OUTBOUND LEADS Current Practice 1.5 Attempts Best Practice 6-9 Attempts Lift 3x Initial Contact Rates
  • 20. APPLY A PRESCRIPTIVE CADENCE TO BOTH INBOUND AND OUTBOUND LEADS Current Practice No Outreach Strategy Best Practice 10d Outreach Strategy Lift 26% Increase in Appointments
  • 21. SAMPLE CADENCE: OUTBOUND APPOINTMENT SETTERS 1st Dial 2nd Dial + Voicemail + Email 3rd Dial 4th Dial 5th Dial 6th Dial + Voicemail + Email 7th Dial 8th Dial + Voicemail + Email Eight calls per contact over 2 weeks Day 1 Day 2 Day 4 Day 6 Day 10Day 8 Salesforce  contact  info   will  show  the  dial  count
  • 22. 5. SET UP TIME STAMPS
  • 23. REPORTING ON LEAD ACTIVITY IS KEY • Timestamps are the baseline needed for accurate sales cycle reporting • Even if you don’t have the ability to report on everything you’d like at this moment, timestamp data will be invaluable to your next sales ops hire.
  • 26. 6. CREATE LIST VIEWS & WORKFLOWS FOR REPS
  • 27. EQUIP YOUR REPS WITH THE RIGHT REPORTING • You want a smarter sales team. A smarter sales team wants more flexibility and autonomy. • Visibility into the sales process enables you to prioritize company goals while allowing reps more latitude to self manage
  • 28. Example Lead List Views • New Inbound • Contacted Inbound • Contacted Outbound • Qualifying Leads • Disco Completed • Leads w/ No Activity In 5 Days Example Opportunity List Views • Prospect • Demo Completed • Evaluation • Proposal • Committed • Opportunities /w No Activity In 7 Days
  • 29. NO ACTIVITY IN 5 DAYS
  • 31. PRESCRIPTIVE, AUTOMATED CONTACTING Task Manual Prescriptive, Automated  Systems Impact Decide  who to   call Rep  stares  at  list  with  no  context;   makes  best  guess  who  to  call System  serves  up  best  record  to  call More time  on  task  vs.   researching   Balance inbound  and     outbound Hot  leads  mixedwith  outbound  calls Inbound  leads  are  treated  as  high  priority and   get  immediately  actioned Increased contact  rates   and  close  rates Document  in   CRM   Reps  skip some  or  all   documentation Call  recording,  details  and  disposition  are   automatically  saved Comprehensive  data,   including  time  stamps, available  for  analysis Know  when  to   call  back Contacting  is  based  solely  on  when   rep  thinks  prospect  may  answer Know  when  a  prospect  is  at  their  desk  and  time   your  call  to  coincide with  their  reading  or   sharing  content Increased  engagement,   responsiveness, and   close  rates Know  when  a   cold prospect   re-­‐engages Send  emails  at  a  cadence  after  a   client  goes  dark in  hopes  that  they   respond  at  some  point Get notified  immediately  when  they  re-­‐open  an   email,  visit  your  website,  or  download  an   attachment  you  set Deals that  were  thought   lost  and  gone  can  be   revived  and  closed.
  • 32. 8. MIND YOUR RECYCLING BIN
  • 34. LEAD ENRICHMENT IS NEEDED The  average  B2B  sales  and  marketing  database   decays  at  over  3%  per  month  
  • 35. WRING MORE VALUE FROM EVERY LEAD 1. Identify two high-value data points and create research loop 2. Enrich and score leads as they come into your system 3. Respond to inbound leads with high-enough score immediately 4. Tune persistence and cadence for all lead types 5. Set up time stamps 6. Create list views/workflows for reps 7. Prescriptive contacting 8. Mind your recycle bin
  • 37. Ryan Williams VP  Sales LeadGenius leadgenius.com linkedin.com/in/jryanwilliams Q&A Mike Plante VP  of  Demand  Generation InsideSales.com linkedin.com/in/plantemike Max Altschuler CEO Sales  Hacker saleshacker.com linkedin.com/in/maxaltschuler