Sales team development is essential. To get top performance from your sales and marketing organizations, today’s companies need to deploy their resources in the correct “roles”. In “the good 'ole days” of selling, one talented sales professional ran the entire sales cycle (prospecting, qualifying, presenting, closing). In this webinar, Paul Rafferty, CEO of Sales Engine International uses baseball to teach his lessons on sales team development.

1. Lessons from the Pitcher’s Mound
on Sales Team Development
January 26, 2012

2. Today‟s presenter
Paul Rafferty, CEO Sales Engine International

3. Ask your questions via Twitter
Tweet: @datadotcom #jigsawcontacts
Or in the Question‟s box on your screen

4. About Sales Engine International

5. Agenda
• Baseball 1.0 vs. Baseball 2.0
• Sales 1.0
• Sales 2.0
• Demand Generation Stages & Process
• Building a Team for the Sales 2.0 World
• Case Study

6. Baseball 1.0 vs. Baseball 2.0

7. Polling Question
Cy Young holds the record for most Complete
Games pitched in Major League Baseball
history (749).
How many does the current ACTIVE leader have:
a) 347
b) 125
c) 66
d) I don‟t like baseball or sports analogies!

8. Answer: 66
Roy Halladay

9. Why the Big Difference
Cy Young at 749 vs. Roy Halladay at 66
– Was Cy “Super Human”
– Are we getting weaker?
Or, are we approaching things differently
– Adjusting to what we learn?
• Statistics? Matchups? Change Momentum?
– Has the economic landscape changed?
• TV Contracts? Bigger Staffs? Specialization?

10. Accelerating Change
Games Games % Games
Year Started Completed Completed
1904 2496 2186 87.6%
1914 3758 2067 55.0%
1924 2462 1198 48.7%
1934 2446 1061 43.4%
1944 2484 1123 45.2%
1954 2472 840 34.0%
1964 3252 797 24.5%
1974 3890 1089 28.0%
1984 4210 632 15.0% The game has
1994 3200 255 8.0% changed
2004 4854 150 3.1%

11. SO What‟s the Point
• Circumstances have changed
• Must revisit “long held” assumptions
• Build a Model for the “New Normal”
“You can't do today's job with yesterday's
methods and be in business tomorrow”

12. The Sales World We Grew Up In

13. The World of Selling has Changed
- 85% of Cold Calls Go to Voice Mail
- 80% of B2B Buyers “Find” the Sellers

14. Polling Question #2
How would you describe your current
sales model?
a) Sales Rep Pitches “Complete Game”
b) Inside Sales  Feeds Outside Sales
c) Integrated Marketing Inside Sales/Nurture 
Feeds “Closer”

15. Demand Generation Stages
•SEO / PPC
Suspect •Events
• Campaigns
•Fit Score >X
MQL •Interest Score
(Marketing >Y
Qualified Lead) •Total Lead
Score >Z
SQL •Budget
•Authority
(Sales Qualified •Need
Lead) •Timeframe
•Sales Stage; or
Opportunity •Opportunity
Scorecard
•Won
•Lost –
Win/Loss Competitor
•Lost – No-
decision

16. Today‟s Starting Pitcher
Integrated
Marketing
• Prospect Database
• Rich Content
• Marketing Automation
• Execution
• Lead Scoring

17. Goals of the “Starter”

18. Today‟s Middle Reliever
Nurture Resource:
• Converts
MQL‟s…(Marketing
Qualified Leads)
• Into SQL‟s
(Sales Qualified Leads)
• Key Success
Factors:
– Defined Process
– Situational Fluency
– Patience &
Persistence

19. Timing is Everything
Timing is everything
• 100x more likely to „connect‟ with lead within
5 minutes vs. 30 minutes
• 21x more likely to „convert‟ leads contacted
within 5 minutes vs. 30 minutes
• 7x more likely to have “meaningful
conversations” w/decision makers” in 1st hour
• Only 37% of companies respond within hour

20. Today‟s “Closer”
Sales Executive:
• Rich Industry Experience
• Problem Solver /Adds Value
• Highly Compensated
• Large Quota and Pressure
• Focused on the “Now Deal”
• Not “wired” to nurture

21. Demand-Gen Engagement
Process
Lead
Suspect score
>X
Campaign response,
MQL Yes Trigger event, etc.
(Marketing Qualified
Lead)
Sales Contact
Call Ready No
record
Yes
SQL Opportunity
(Sales Qualified Lead) record
Opportunity • First “Stage” of sales process; or
• First action in “Opportunity Scorecard”
Win/Loss

22. Baseball 1.0 & Sales 1.0

23. Baseball 2.0 & Sales 2.0

24. Starter / Nurture Case Study
• Sent eNewsletter to
18,000 recipients
• Directed inside sales reps
to IMMEDIATELY follow
up after launch
• Split their calling into
groups based on lead
score, click activity

25. Starting Pitcher– Metrics
• No lead score
Cold • No opens or clicks
• Lead score = Low
MQL #3 • Merely opened email(s).. But no „clicks‟
• Lead score = Medium
MQL #2 • Clicked through on 1+ outbound campaign
• Lead score = High
MQL #1 • Opened & clicked on campaigns for
several months and visited web

26. Conclusions
878% Better Than Cold Calling
% Conversations convert to
Appointment
1000%
900% 878%
• Phone conversations with
800% 1,216 leads
700%
– 495 cold leads
– 721 scored leads
600%
• % Leads converted
500%
– Cold = 0.6%
400% – MQL #3 = 0.7%
321% – MQL #2 = 1.9%
300%
– MQL #1 = 5.3%
200%
124%
100%
0%
Rating 1 Rating 2 Rating 3

27. Sales Engine‟s Growth in Sales
Opportunities / Month

28. Sales Engine‟s Growth in Sales
Opportunities / Month

29. Baseball 2.0 & Sales 2.0

30. Map Offer
In the survey at the
conclusion of today‟s
presentation you will have
an opportunity to request a
copy of the Sales
Acceleration Map.

31. Find us anytime:
@datadotcom
http://data.com/facebook

32. Questions
• Thank you for attending.
• We will now begin the Q&A portion of our
presentation.

33. About today‟s speaker