The document provides guidance on prospecting for revenue leaders. It discusses starting with the right revenue model, stopping revenue leakage, best lead sources, using lead nurture to double results, and aligning marketing and sales. An example case study shows how implementing new processes like prospecting funnels and intense nurture lowered costs per lead and improved pipeline coverage. The key takeaways are to fix revenue issues, focus on top lead sources, improve nurture, adopt a service level agreement, and avoid technology overkill.
1. The Revenue Leader's Guide to
Prospecting
Christopher Ryan Shelley Trout
With: Moderated by:
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https://www.b2bmarketingzone.com/frs/13347547/the-revenue-leader-s-guide-to-prospecting
https://www.salesprocentral.com/frs/13347547/the-revenue-leader-s-guide-to-prospecting
4. About Christopher Ryan
Christopher Ryan, founder and CEO of Fusion Marketing Partners, is a business value and revenue growth
specialist. He has 25 years of marketing, technology, and senior management experience, and is a widely known
expert in business-to-business marketing, lead-to-revenue modeling, sales strategy, and business startups. He is a
frequent speaker and author of six books on B2B marketing and business growth, including the recently published,
"Expert’s B2B Revenue Growth Playbook."
About Shelley Trout
Shelley leads webinar production at Aggregage, the publisher of more than 40 B2B publications. She has successfully
produced hundreds of webinars featuring thought leaders, across a range of industries, and delivering diverse and rich
content and tens of thousands of targeted leads to webinar sponsors. Shelley is a published author and writer, who
previously worked as a director and producer on the West End while studying Theater in London. After moving to the
U.S., she majored in Anthropology & Archaeology at UC Berkeley, worked at the Center of Digital Archaeology, and
wrote her thesis on digital representations of people and their stories.
5. Our Agenda
• Start with the right revenue model
• How to quickly stop “revenue leakage”
• Best sources of leads in today’s environment
• Using a lead nurture system to double your results
• Aligning marketing and sales for greater performance
• Your prospecting infrastructure
• Case study
• Q&A
6. Revenue Assessment
Sigmoid Curve
• Where are you on the curve: in startup phase, growth,
maturity, or possibly in decline?
• Where is the rest of your industry?
• Are you growing while they are in decline, or vice versa?
Chances are that you are on a similar trajectory but you need
to know this to progress.
Address the implications when you are in the growth stage,
headed toward maturity.
Imperative: Get ahead of the curve and
find the next area of growth/innovation
before the decline starts.
7. Right Revenue Model
A revenue model is a framework for generating revenue. It
identifies which revenue source to pursue, what value to offer,
how to price the value, and who pays for the value. It is a key
component of a company's business model.
Design your revenue model to:
• Sell your stuff to more customers.
• Sell more stuff to each customer.
• Sell the same stuff for more money.
• Sell stuff more often to each customer.
9. Can You Add New Revenue Streams?
• Expand to new verticals.
• Add new geographies.
• Productize your service.
• “Servicize” your product.
• Add an e-commerce component.
• Get serious about channels (VAR, reseller, affiliate).
• Evolve to become a full “Solution Provider”.
10. Choice of Prospecting System: Wide vs. Narrow Funnel
Wide Funnel Objective
Separate the wheat from
the chaff after the opt-in.
Narrow Funnel
Separate the wheat from
the chaff before the opt-in.
Note: Each approach
requires different content,
processes, offers, etc.
11. Avoid Five Revenue Time Bombs
1. Channel partners that are underperforming or
leaving you for the competition.
2. Technology that can’t support your growth.
3. Prohibitive % of S&M costs.
4. Weak product strategy.
5. Team performance issues.
12. Plug Your Revenue Leakage?
Revenue leakage = Loss of sales revenue due to “preventable”
reasons:
• Failure to capture/count inquiries.
• Rep-generated inquiries handled outside the system.
• Failure to follow-up (FTFU) quickly.
• Ineffective nurture program.
• Lousy landing pages.
• Poor conversion rates.
• Complex selling/buying process.
13. Best Sources of B2B Leads (1-10)
1. Referrals
2. Website optimization + SEO
3. Email (to your opt-in list)
4. Partner and affiliate marketing
5. LinkedIn
6. Online events (e.g. webinars)
7. Content marketing (e.g. free lead-magnet)
8. Warm calling (lead nurturing)
9. YouTube advertising
10. Facebook advertising
Ranked in Priority Order (best to worst)
Ranking criteria:
• Cost efficiency (ROI)
• Quality of leads
• Effort required
14. Best Sources of B2B Leads (11-20)
11. Retargeting
12. Social media promotion
13. Pay per click (Google, Bing)
14. Associations and trade groups
15. Website data scraping
16. Onsite events
17. Data brokers (e.g. DBHoovers, UpLead)
18. Email (buying external lists)
19. Print ads
20. Cold calling
21. Public relations
Ranked in Priority Order (best to worst)
Ranking criteria:
• Cost efficiency (ROI)
• Quality of leads
• Effort required
15. 2019 Study of Overrated Tactics
Source: blog.gripped.io
16. The Role of Nurturing in Sales Prospecting
Source: https://www.marketo.com/marketing-and-sales-alignment/
Nurture Process
17. Create an Effective Nurture Program
• Create separate programs for:
– Inquiries who didn’t pass BANT qualification.
– Abandoned cart emails.
– Existing customers for re-sell and upsell.
– Industry influencers, analysts, press, etc.
• Include some non-sales content (e.g. articles, papers, video)
• Be relentless: conversion may take 1 try or 100 tries!
20. However, if you don’t
have it, you know it,
and it is definitely
costing you revenue
and productivity.
94% of World-class Companies Indicate Sales and
Marketing are Aligned.
Source: 2019 B2B Marketing Survey
21. Warning Sign: Sales Enablement Perception Vs. Reality
Marketers like to think
they’re making a big
contribution to revenue.
…BUT…
may be doing all kinds of
interesting stuff but being
perceived as inefficient
when it comes to truly
enabling sales.
22. Alignment Imperative: Congruent Messaging
Marketing should help the sales team
message correctly:
• Focus on internal training.
• Create customer-facing messaging
templates (email/ presentations).
• Monitor for consistency – no
optional behavior.
• Align your brand message with your
customers’ experience - from initial
contact through delivery and usage.
23. Develop a Service Level Agreement
A service level agreement (SLA) is a covenant between the
sales and marketing organizations and endorsed by the CEO
and executive team. SLAs usually include:
• Number of leads required.
• Definition of sales ready lead.
• How leads are distributed and tracked.
• How marketing’s contribution is measured (closed-loop system).
• KPIs for entire lead-to-revenue system.
24. Key Marketing and Sales Metrics
1. Cost per new inquiry.
2. Conversion of inquiries to qualified leads.
3. Cost to acquire a new customer.
4. Cost per new dollar of revenue.
5. Sales and marketing cost as percentage of revenue.
6. Conversion of qualified leads to opportunities.
7. Opportunity close rate.
8. Average deal size.
9. Sales cycle length.
10. Marketing’s contribution to revenue.
25. Metrics in Action
Notes:
1. Important to start with marketing’s
contribution to revenue.
2. Many of these target metrics will
come from the SLA.
3. Improving just one conversion ratio
improves overall revenue.
4. This type of analysis creates the
“marketing as investment” model.
26. Optimize Your Revenue Technology Stack
• Website – your home base for awareness, education, engagement
and selling.
• Landing pages – to turn visitors into inquirers/customers.
• Calendar app/chat – to make it easy for prospects to engage.
• CRM and/or MA tools – to capture data and manage every stage of
the lead-to-revenue process.
• Social media - to effectively spread the word.
• Clean data – to map the account and communicate with accurate
personalization.
27. X
Output
Input – New Tech
Point of Diminishing Returns
Caveat: Beware of Technology/Process Overkill
Sometimes, too much really is “too much”.
The law of diminishing returns states that as
investment in a particular area increases, rate of
profit from that investment, after a certain point,
won’t increase if other variables remain constant.
Past that point, the return diminishes progressively.
With marketing and sales technology
investments - the returns can turn into negative
territory.
28. First Create Efficient Processes…then Automate
The systems we foist upon the
sales and marketing
departments are so complex
and burdensome that they
damage productivity and
frustrate reps that would
otherwise make their
numbers.
29. Example – Enterprise Software
Starting Scenario
▪ Cost-per-lead of $150
▪ Less than 50% timely lead-follow-up
▪ Qualified lead leakage of 30+ %
▪ Pipeline coverage less than 80%
Action Steps
▪ Adopted marketing/sales SLA
▪ Implemented new prospecting funnel
▪ Developed intense nurture process
Results (over 2 year period)
▪ Cost-per-lead dropped to $65
▪ 90+% timely lead follow-up
▪ Qualified lead leakage less than 10%
▪ Pipeline coverage greater than 110%
30. Key Takeaways
1. You probably have revenue time bombs or leakage. Fix these
issues quickly.
2. Pick 3-4 lead sources and work these diligently.
3. Implement or improve your lead nurture program.
4. Adopt a service level agreement.
5. Stay out of the technology/process overkill trap.
31. Revenue Growth Resources
e-books, white papers, presentations
http://FusionMarketingPartners.com
http://Greatb2BMarketing.com (blog)
Two Chris Ryan books available at Amazon:
– The Expert’s B2B Revenue Growth Playbook
– Winning B2B Marketing
32. About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This:
❖Brand building/messaging
❖Revenue modeling
❖Content creation
❖Lead generation
You Get This:
❖Much greater levels of awareness
❖Higher quantities of qualified leads
❖Ability to generate faster revenue
Lots more information at:
http://FusionMarketingPartners.com/
cryan@fusionmarketingpartners.com
719-357-6280
33. Q&A
Shelley Trout
With: Moderated by:
Founder and CEO of Fusion Marketing Partners
Linkedin page: /in/chrisryanrevenuegrowth/
Twitter ID: @cryanfusionmkt
Website: https://fusionmarketingpartners.com/
Email: cryan@fusionmarketingpartners.com
Christopher Ryan
Managing Editor, Aggregage
Linkedin page: /in/shelleytrout/
Twitter ID: @salesprocentral
Email: shelley@aggregage.com
Website: salesprocentral.com
https://www.b2bmarketingzone.com/frs/13347547/the-revenue-leader-s-guide-to-prospecting
https://www.salesprocentral.com/frs/13347547/the-revenue-leader-s-guide-to-prospecting
