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Above The Funnel: How To Measure (And Grow) Your Lead Pipeline Sales Readiness Series
Above The Funnel: How To Measure (And Grow) Your Lead Pipeline Sales Readiness Series
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Dan Hudson
3forward
President, Co-Founder
Matt Smith
3forward
Exec VP, Co-Founder
Dan.Hudson@3forward.net
Matt.Smith@3forward.net
3forward.com
Create. Increase. Accelerate.TM
2
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
3
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
4
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Prospect Stages
Identified intend to pursue
Contacting attempting to engage
Qualifying introductory dialogue occurring
Engaged actively discussing opportunities
Cold lost traction, attempting to re-engage
Idle lost traction, not currently pursuing
1
2
3
4
5
6
7
8
9
10
11
Opportunity Stages
Opportunity ID'd
Idea Discussed
Concept Delivered
Solution Meeting Complete
Full Solution Delivered
Solution Validated
Verbal Approval
Terms Negotiation
Formal Award
Opportunity Lost
Dead or Delayed
3forward.com
Create. Increase. Accelerate.TM
Probability
10%
20%
30%
40%
50%
60%
75%
90%
100%
0%
0%
Activity
Potential opportunity identified
Client confirms issues, challenges, need
Written concept submitted to prospect
Concept discussed; including how and when to begin
Solution submitted, including outcomes, timeline & pricing
Proposal modified if necessary / Resubmitted
Client decision maker accepts proposal
Contract and SOW in review / negotiation
Contract and SOW signed
5
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Prospect Stages
Identified intend to pursue
Contacting attempting to engage
Qualifying introductory dialogue occurring
Engaged actively discussing opportunities
Cold lost traction, attempting to re-engage
Idle lost traction, not currently pursuing
1
2
3
4
5
6
7
8
9
10
11
Opportunity Stages
Opportunity ID'd
Idea Discussed
Concept Delivered
Solution Meeting Complete
Full Solution Delivered
Solution Validated
Verbal Approval
Terms Negotiation
Formal Award
Opportunity Lost
Dead or Delayed
3forward.com
Create. Increase. Accelerate.TM
Probability
10%
20%
30%
40%
50%
60%
75%
90%
100%
0%
0%
6
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Business
Potential
Action
Excellent
Good
Not Defined
Continue cultivating
with drip marketing /
personalized contact
Description
Latent
Tire kicker;
May have need at some point;
Timeline not defined;
None
3forward.com
Create. Increase. Accelerate.TM
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
3forward.com
Create. Increase. Accelerate.TM
8
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
3forward.com
Create. Increase. Accelerate.TM
9
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
10
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
11
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Segmentation Fundamentals
Establish target client characteristics and attributes
and alternatives (competitive analysis)
Classify buyer drivers and considerations
Validate and rank prospect types based on target
criteria
Separate prospects into Tiers 1, 2, and 3
12
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Strong Fit
Good Fit
Neutral Fit
Annual
Revenues
Geography
Installed
Technology
Seats
Relationships
Other Vendor
Relationships
Cross Selling
Opportunities
3forward.com
Create. Increase. Accelerate.TM
13
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Lead Nurturing
Lead nurturing is a relevant and
consistent dialog with viable potential
customers, regardless of their timing to
buy.
Brian Carroll, CEO, InTouch and author of Lead
Generation for the Complex Sale (McGraw Hill, 2006)
3forward.com
Create. Increase. Accelerate.TM
14
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
3forward.com
Create. Increase. Accelerate.TM
3forward, LLC
15
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Cost of lead
Time to qualified lead
Lead conversion
Number of pre-sales reference calls (to other customers)
Average new revenue per customer
Lifetime value of customers
3forward.com
Create. Increase. Accelerate.TM
16
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Sales
Accountable for leads that
become qualified
Transition non-progressing
leads back to marketing for
nurturing
Accurately maintain CRM
tracking data
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
18
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
19
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
20
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Marketing and Sales alignment and mutual goals on lead definitions, development,
qualification and conversion
2.
3.
4.
5.
6.
7.
8.
Defined and structured process to create, develop, nurture, score and track leads
9.
10.
11.
3forward.com
Create. Increase. Accelerate.TM
21
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
3forward.com
Create. Increase. Accelerate.TM
22
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
July Webcast
Reinventing the Sales Model
July 15, 2010; 2:00 to 3:00 PM EDT
Register
3forward.com
Create. Increase. Accelerate.TM
23
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Questions?
Sales Readiness
3forward Become a Fan
3forward
Dan_3forward
Mattat3forward
Sales Leader
Resources
3forward.com
Create. Increase. Accelerate.TM
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series
Resources
New Tools Directory
Sales 2.0
Marketing and Content
B2B Social Media
Social Media
Marketing and PR
Sales 2.0
Sales Benchmarking
3forward.com
Create. Increase. Accelerate.TM
CSO Insights
Sales Benchmark Index
25
2010, 3forward, LLC
Above the Funnel: How to Measure (and Grow) Your Lead Pipeline
Sales Readiness Series