3. WHAT IS SALES DEVELOPMENT?
Sales development is the process of generating and warming up leads or prospects
and readying them for the eventual buying decision. When sales development is
used effectively, prospects are primed for decision-making when they’re handed
over to sales closers, making the close of the deal easier to achieve.
Sales development processes are most effective when they contain several
strategic elements, carefully designed to advance prospects through the buying
journey.
Here’s a look at what your sales development process should include…
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4. A CRMTHAT SUPPORTSYOUR
WORKFLOWS
Customer relationship management (CRM) platforms are only as useful as their
ability to support your sales development representatives’ working methods, rather
than create additional administrative requirements that don’t make efficient use of
time.
Choosing the right CRM that supports your initiatives enables sales development
reps to efficiently gather lead information and conduct prospecting activities. From
a sales perspective, sales development is a formalization of how the team reaches
their customers with their products or services. It is all about ensuring that the
method used to reach new prospects is cost-efficient and effective in terms of
producing the right type of long-term customers.
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5. A ROBUST LEAD QUALITY SYSTEM
What qualifies a lead? At what point does a lead become a prospect, and a prospect
become ready for transition to your sales closing team? Sales development requires
clear definitions and processes for qualifying leads for the greatest efficiency.
Sending non-qualified leads to sales development wastes valuable time; likewise,
sending prospects to sales closers who haven’t been adequately educated on the
product or service can result in the loss of otherwise targeted prospects who would
have converted with proper lead nurturing.
These definitions, and the processes for qualifying leads and nurturing processes,
represent the movement of a lead through the buying journey. Marketing, sales
development, and sales closing teams all require a comprehensive understanding of
these concepts.
“With the mindset of
specialization in place,
build specific processes
for your reps to follow. It
helps onboard reps
quickly and effectively
defines best practices for
your team. The playbook
you build will be a soup-
to-nuts guide that includes
your hiring strategy to the
cadence you use to reach
out to prospects” suggests
Greg Klingshirn in
an article on Forbes.
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6. CENTRALIZED CONTENT
MANAGEMENT
Sales development representatives make use of a variety of collateral and content
assets to educate prospects and qualify leads. Often, these assets exist in silos,
forcing sales reps to waste valuable time searching for the right content assets for
various prospects or to educate leads on a specific selling point.
Often, because assets are challenging to locate, reps resort to using materials that
are less effective but suit their general needs.When you manage a central database
that includes approved sales collateral that’s clearly tagged and classified for various
buyer personas and various stages along the buyer’s journey, you’re arming your
sales development team with the resources they need to impact buying decisions.
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7. SALES ANALYTICS
In addition to providing easy access to content assets to support sales development
teams at every phase of the buying journey, sales analytics provide data to inform
sales development representatives on the most effective sales materials aligned
with buyer personas and the various stages in the buying journey.
By arming reps with the right materials, for the right prospects, at the right time,
your lead qualification process is streamlined and your reps can spend more time
doing what they do best: selling.
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“Marketing can only optimize
programs if they have the data
they need to be successful. Sales
reps are notoriously bad at
maintaining good data and sales
leadership cares about sales
forecast data (with good reason).
On the other hand, well managed
sales development teams are
remarkably good at providing
data. Sales development teams
literally ‘live’ in the CRM
application all day and are
incented to get good data to
marketing to make their lives
easier” says Craig Rosenberg in
a post on theTOPO Blog.
8. A MEAN FOR COLLABORATION
& FEEDBACK
Sales development is truly the bridge between marketing and sales, and ongoing
input from both sides of the equation is necessary for continuous improvement.The
most effective sales development processes contain a built-in feedback mechanism.
This enables marketing teams to inform sales development representatives of
nuances and specific challenges related to sales leads, while enabling sales teams to
provide feedback on the readiness of prospects and the ease of converting prospects
passed on by your sales development team.
Whether or not you define it as such, all sales organizations utilize sales development
processes in some form.The more carefully you construct your processes and the
more thoroughly your marketing and sales teams are trained in each element of the
process, the more qualified leads your teams will generate and the more sales they’ll
close. It’s worth your time to develop a strategic, data-driven sales development plan
to boost efficiency and achieve greater returns.
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11. DISCOVERY SESSIONS
Using a structured agenda, we will facilitate a requirements gathering session to
quickly learn about your products or services and how your business markets and
sells.
We’ll uncover:
1. The key data to collect, store in your CRM, and act on in order to optimize brand
exposure, sales performance, and ROI
2. The best outbound and inbound marketing tactics to adapt in order to increase
your lead flow
3. How your team interacts with your leads
4. Lastly we’ll capture requirements around how you or your executives want to
measure business so that the CRM platform is able to track your success though
reports and dashboards.
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12. CAPTURE,TRACK, & ANALYZE
The next step will be to create all the custom fields, activities, objects, views, apps,
reports, and dashboards needed in yourCRM to capture:
The number, sources, and quality of the leads added to your system every day as
well detailed information about them
The number of emails sent, received, opened, and bounced by your entire sales
team or by a specific sales person
The number of positive, neutral, and negative responses received by your entire
team or by a specific sales person
The number of phone calls made by each sales person
The number and nature of tasks and events created within your system as well as
their statuses (pending, started, done, etc.…)
Your leads engagement level using intelligent algorithms
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13. CRM CONFIGURATION
Once we’ve learned your vision, we will then configure your to support your selling
methodology while making it quick and easy for your users to enter and update
records. If you don’t use a CRM, we’ll recommend the perfect one for you.
We’ll sweat the details to make sure that your CRM is optimized to provide your
sales team and users the best experience possible. If we can reduce frustration and
make their job easier – you’ll have adoption and a great return on yourCRM
investment.
As a business manager, visibility to your company’s data is critical.You need to
know the health of your sales pipeline, progress towards quotas and individual rep
contributions in real time – not when it’s too late. Once the configuration has been
completed, we’ll configure custom dashboards and reports.
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14. SHORTENINGTHE SALES CYCLE
During this phase, the goal is to define and shorten your sales cycle by:
Improving the quality of your new leads
Helping your sales team find the ultimate decision makers
Quantifying common objections
Identifying the common solutions to the most common objections
Creating the perfect lead nurturing strategy for your organization
Developing sales scripts for cold and warm emails
Creating a complete sales email library for your sales team
Creating marketing collateral (Presentations, Landing pages, etc.…)
Automating email follow ups
Automating sales related tasks
Sending your team “action alerts” when leads are ready to meet or buy
Helping you better monitor sales activities within your organization
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15. CRMTRAINING
We will tailor a training e-learning modules that reflect your business processes
using screencasts from your configured Salesforce.com instance, videos, quizzes,
and interactive content.
These modules will be published on a training site just for your company and/or
archived inside your Salesforce org for you to keep as a reference and to use to train
new employees.Your team will be also able to access these modules on the go and
using mobile devices.
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16. CAMPAIGNING
We help you…
Create multiple campaign types (Outbound emails, paid search, display
advertising, etc.) using different tones, tactics, and CTAs (Call to Actions)
depending on the verticals and demographics we’re targeting
Design modern responsive websites and landing pages that convert… SEO always
included!Videos always an option!
Create the right domain and localization strategy when approaching new markets
globally. We’re also capable to translate in over 15 languages!
Develop the content of scenario based follow up emails
Find your competitors inbound strategies, keywords they use, and more… and
beat them
PerformA/B testing, track and analyze every campaign we launch
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17. OUTBOUND LEAD GENERATION
Our outbound lead generation process is superior.This is why:
We can provide you with thousands of highly qualified and fresh leads every
month
We focus on C-level, Senior level, Owners, and leads who make final buying
decisions
We add these leads to your CRM so your team won’t have to worry about data
entry…They should just focus on selling
We save your sales team a large amount of time and we help them focus on
closing deals rather than collecting bad data and talking to secretaries and gate
keepers
We offer a “Zero Bounce Policy”, meaning for every bouncing email, you get two
new leads at no extra cost!
We alert your sales team every time a lead needs some attention (email, phone
call, etc…)
We don’t just provide outbound leads and nurture them.We convert them to
opportunities.And we are the only ones who do that.
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18. OURTEAM
MARC WEISS
Marc has been assisting clients with commercial
business development (B2B) for many years. He
has significant experience in relationship
management while delivering new technologies to
leading businesses and major financial institutions.
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KARIM MOKHTAR
Karim is a sales development & digital marketing
leader with a track record of planning and delivering
exceptional products and positive returns. Prior to
co-founding M&C, he was the head of marketing and
sales development for a number of California based
companies.
CINTIA CAVA
Cintia is a former journalist
andTV Hostess in Brazil and
Germany. She worked in
SiliconValley as an
international sales director
for over a decade.Cintia is
fluent in 6 languages.
CHAD OVIDIANI
Chad is our operations
genius. He he had
developed several global
operations solutions for
some of the most amazing
high tech companies in the
SiliconValley and abroad.
WYDAD MAFHOUM
Wydad is a QA, localization,
and project
management expert.
(cumulative project
expenditures exceeding 50
million USD).Wydad is fluent
in 6 languages.
