Traditional cold calling as a primary sales practice is no longer an effective method for generating B2B leads. The high cost and associated risk of sales headcount coupled with the low conversion rates of calls, compounded by the business consumer’s desire to interact and self sell online makes cold calling ineffective for most organizations. Marketing automation, deployed in a b2b environment, integrated with CRM can eliminate the risk associated with cold calling while improving the call connect rates by inside sales by facilitating person-to-person interactions through lead analysis, alerting and routing. www.SalesFUSION.com

1. The Death of Cold Calling
The Advent of Marketing-Assisted Selling

2. The Death of Cold Calling
Hypothesis for today’s session
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Changes in buyer lifecycles and the advent
of the social web have rendered cold calling
much less effective in today’s “self-service”
buy cycle
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Calling into lists of suspects based on onedimensional criteria (demongraphics) wastes
valuable selling time and causes leads to fall
through the cracks
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© 2013 SalesFUSION

3. Lead Management
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Cold Calling – Death versus evolution
Lead generation in 2013 –hijacking the digital conversation
The statistical failure of cold calling
Where do leads originate in 2013 and beyond?
Adapting sales and marketing to optimize the digital
conversation
• The journey to lead to sales revenue management
• The changing view of telesales/inside sales
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© 2013 SalesFUSION

4. Why is cold calling ineffective
The buyer journey has changed
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5. Why is cold calling ineffective
The buyer journey has become self-paced
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© 2013 SalesFUSION

6. Why is cold calling ineffective
The buyer journey has become self-paced
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Logic dictates that if buyers are self-evaluating, then Sales must make
more calls to find those who are active
The opposite may be true due to lack of efficiencies in cold calling
Cold calling to find active, self-paced buyers is non-scientific and wastes
time
Inefficiencies in cold calling adds to the CAC (Cost to Acquire Customers)
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© 2013 SalesFUSION

7. Why is cold calling ineffective?
Buyers are in complete control of information
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© 2013 SalesFUSION

8. Why is cold calling ineffective?
Buyers are in complete control of information
Why is cold calling icky?
It fosters a culture of “taking”
• Cold calling is a practice of starting a B2B relationship by taking something
from a prospect without asking them first like their time
or info.
• Most people feel uncomfortable “taking” something from someone
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Consider the following stats on sales rep retention:
• 44% of sales reps quit after one no
• 22% quit after two
• 14% quit after three
• 12% quit after four (total is 92%)
• 60% of customers say no at least four times
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© 2013 SalesFUSION

9. Why is cold calling ineffective
Statistical failure rates
• The Keller research center at Baylor University Texas research on cold calling –
summary
Over 6,000 calls were made by experienced and seasoned sales-telemarketers
and monitored closely
• 72% off all calls were and ended swiftly, with no further contact!
28% Were labeled as Useful, as they did not hang up immediately,
• Follows ups on this 28% who were useful and 19 appointments were made
19 appointments from 6264 calls which then became 4 sales around 0.6%
The time spent and the costs accounted for it equated to a full working day to get
one appointment!!
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© 2013 SalesFUSION

10. Why is cold calling ineffective
Statistical failure rates
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2% of sales are made on the first contact
3% of sales are made on the second contact
5% of sales are made on the third contact
10% of sales are made on the fourth contact
80% of sales are made on the fifth to twelfth contact
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© 2013 SalesFUSION

11. Why is cold calling ineffective
More sobering statistics
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It takes 8.4 dials to reach a person and
only 2% of all calls result in a meeting
If 30% of these first meetings convert
into opportunities and a sales person
closes 25% of these opportunities, they
will have to make 1000 calls to get one
sale
If they are pounding the phones making
50 cold calls per day, they can get one
winnable sale every 20 days
At this rate, they can acquire 12.5 new
customers per year.
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© 2013 SalesFUSION

12. Why must we change?
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How people buy has changed
Competitive landscape has changed
Selling dynamics have changed
Information dissemination has
changed
• Business communication has changed
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© 2013 SalesFUSION

13. How are leading B2B Sales/Marketing teams adapting?
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14. Marketing’s ever-increasing role
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15. Inbound Demand
Flow
Inbound Leads
MA System – Lead
Scoring/Nurture Mkt
MQL – Nurture
SQL – Sales
Accepts
SQL – Stalled
SQL – Sales
Advanced
Closed / Won
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© 2013 SalesFUSION

16. Lead management
What does a lead management process look like?
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17. Historical flaws in marketing & sales alignment
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18. How marketing automation fixes this
Multitude of tools for lead gen
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© 2013 SalesFUSION

19. Lead Analysis
What metrics matter to lead flow?
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Strength of engagement
Buying signals
Lead score history
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© 2013 SalesFUSION

20. Lead Analysis
Analyzing lead behavior post-capture
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© 2013 SalesFUSION

21. Lead Management
Taking action against leads
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Sales engagement
Nurture enrollment
Feedback loop from sales
Scoring actions
CRM connectivity – Opportunity and
Lead card
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© 2013 SalesFUSION

22. Lead Routing
Getting the leads to the right people
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Lead alerts triggered from forms,
scoring or general web
activity/campaign activity
Send sales synopsis and relevant
details
Tied to scoring to keep volume within
reason
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© 2013 SalesFUSION

23. Lead Management
Establishing a feedback loop
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Capturing proper lead source codes
Visibility into key fields (Lead Status)
returned from CRM
Ensuring lead source codes are
mapped/protected in CRM
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© 2013 SalesFUSION

24. Sales Alignment
Steps to achieve a successful process
• Ownership of lead gen (marketing)
• Hand-off process
• Hand-back process
• Regular meetings
• Marketing participation in pipeline
reviews
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© 2013 SalesFUSION

25. Integrating Marketing Data w/ CRM
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26. The new b2b funnel
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27. Performance is high with aligned orgs
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© 2013 SalesFUSION

28. Final Thoughts
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Human interaction (via the telephone) is increasingly valuable
because fewer people engage in it
The social web cannot sell for you and you must learn how to put
sales personnel in the mix
Technology-assisted selling through marketing automation can
have dramatic revenue implications
Sales & Marketing alignment has quickly become a de facto state
of success…not a nice to have
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© 2013 SalesFUSION

29. Thank You