Building a Predictable Pipeline of Sales: A Demand Generation Plan How-To
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With often-competing priorities, building a marketing plan that is understood, valued, and approved by both executive leadership and sales is tougher than it looks. This session will provide a step by step how-to on building the elements for an effective, strategic demand generation plan that paves the way for a predictable pipeline of sales. You’ll walk away from this session with a fully-outlined demand generation plan that will impress executive leadership and get your sales team pumped about marketing. After this session, you’ll be able to: -Build a demand generation plan that meets marketing and sales needs -Define your stage-level objectives -Map messaging to persona and stage-based segmentation -Define pipeline-based goals shared by sales and marketing -Establish programs directly related to pipeline objectives
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Building a Predictable Pipeline of Sales: A Demand Generation Plan How-To
- 1. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. Building a Predictable Pipeline of Sales: A Demand Generation Plan How-To
- 2. 2 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. I’m Stephanie. Connect with me: @Steph_Ristow LinkedIn.com/in/StephanieRistow/ sristow@charterschoolcapital.org @Steph_Ristow WELCOME!
- 3. 3 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PLAN COMPONENTS 1. FINDING THE BALANCE 2. STAGE LEVEL OBJECTIVES 3. AUDIENCE PERSONAS 4. MESSAGING FOR PERSONA/ STAGE 5. PIPELINE-BASED GOALS 6. ESTABLISH PROGRAMS
- 4. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. FINDING THE BALANCE Demand Generation vs. Account Based Marketing
- 5. 5 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. FINDING THE BALANCE Demand Generation Traditional, funnel based marketing strategy focused on persona- based messaging and programs. (Fishing with a net) Account Based Marketing (ABM) A more targeted, proactive approach focused on delivering account-personalized messages and tactics. (Fishing with a spear) NOTE: Based on your product price-point/ length of sale, identify the appropriate proportion of Demand Generation to Account Based Marketing programs.
- 6. 6 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. FINDING THE BALANCE 3 month sales cycle; <$100,000 deal size NOTE: Based on your product price-point/ length of sale, identify the appropriate proportion of Demand Generation to Account Based Marketing programs. Demand Generation Traditional, funnel based marketing strategy focused on persona- based messaging and programs. (Fishing with a net) Account Based Marketing (ABM) A more targeted, proactive approach focused on delivering account-personalized messages and tactics. (Fishing with a spear)
- 7. 7 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. FINDING THE BALANCE 12 month sales cycle; $2,000,000 deal size NOTE: Based on your product price-point/ length of sale, identify the appropriate proportion of Demand Generation to Account Based Marketing programs. Demand Generation Traditional, funnel based marketing strategy focused on persona- based messaging and programs. (Fishing with a net) Account Based Marketing (ABM) A more targeted, proactive approach focused on delivering account-personalized messages and tactics. (Fishing with a spear)
- 8. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. STAGE LEVEL OBJECTIVES
- 9. 9 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. STAGE-LEVEL OBJECTIVES Objectives Message Themes KPIs AWARENESS • Cultivate brand recognition • Generate new leads We do (things). Check us out! • Site traffic • Leads (MCLs) CONSIDERATION • Drive engagement with leads and contacts • Open doors with influencer audiences We are a resource for (audience). We know and specialize in this space. Learn more! • Lead engagement (MQLs) • Influencer meetings CONVERSION • Support opportunity conversion with value prop/ product-related content and sales support We (value prop). Purchase with us! • Sales accepted leads (SALs) • Opportunities LOYALTY • Drive additional purchases from clients • Capture referrals from happy customers Look how great it is to work with us. Purchase with us again. Refer us to other charter leaders. • Upsell opportunities • Client referrals
- 10. 10 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. STAGE-LEVEL OBJECTIVES Objectives Message Themes KPIs AWARENESS • Cultivate brand recognition • Generate new leads We do (things). Check us out! • Site traffic • Leads (MCLs) CONSIDERATION • Drive engagement with leads and contacts • Open doors with influencer audiences We are a resource for (audience). We know and specialize in this space. Learn more! • Lead engagement (MQLs) • Influencer meetings CONVERSION • Support opportunity conversion with value prop/ product-related content and sales support We (value prop). Purchase with us! • Sales accepted leads (SALs) • Opportunities LOYALTY • Drive additional purchases from clients • Capture referrals from happy customers Look how great it is to work with us. Purchase with us again. Refer us to other charter leaders. • Upsell opportunities • Client referrals
- 11. 11 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. STAGE-LEVEL OBJECTIVES Objectives Message Themes KPIs AWARENESS • Cultivate brand recognition • Generate new leads We do (things). Check us out! • Site traffic • Leads (MCLs) CONSIDERATION • Drive engagement with leads and contacts • Open doors with influencer audiences We are a resource for (audience). We know and specialize in this space. Learn more! • Lead engagement (MQLs) • Influencer meetings CONVERSION • Support opportunity conversion with value prop/ product-related content and sales support We (value prop). Purchase with us! • Sales accepted leads (SALs) • Opportunities LOYALTY • Drive additional purchases from clients • Capture referrals from happy customers Look how great it is to work with us. Purchase with us again. Refer us to other charter leaders. • Upsell opportunities • Client referrals
- 12. 12 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. STAGE-LEVEL OBJECTIVES Objectives Message Themes KPIs AWARENESS • Cultivate brand recognition • Generate new leads We do (things). Check us out! • Site traffic • Leads (MCLs) CONSIDERATION • Drive engagement with leads and contacts • Open doors with influencer audiences We are a resource for (audience). We know and specialize in this space. Learn more! • Lead engagement (MQLs) • Influencer meetings CONVERSION • Support opportunity conversion with value prop/ product-related content and sales support We (value prop). Purchase with us! • Sales accepted leads (SALs) • Opportunities LOYALTY • Drive additional purchases from clients • Capture referrals from happy customers Look how great it is to work with us. Purchase with us again. Refer us to other charter leaders. • Upsell opportunities • Client referrals
- 13. 13 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. STAGE-LEVEL OBJECTIVES Objectives Message Themes KPIs AWARENESS • Cultivate brand recognition • Generate new leads We do (things). Check us out! • Site traffic • Leads (MCLs) CONSIDERATION • Drive engagement with leads and contacts • Open doors with influencer audiences We are a resource for (audience). We know and specialize in this space. Learn more! • Lead engagement (MQLs) • Influencer meetings CONVERSION • Support opportunity conversion with value prop/ product-related content and sales support We (value prop). Purchase with us! • Sales accepted leads (SALs) • Opportunities LOYALTY • Drive additional purchases from clients • Capture referrals from happy customers Look how great it is to work with us. Purchase with us again. Refer us to other prospects. • Upsell opportunities • Client referrals
- 14. 14 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. STAGE-LEVEL OBJECTIVES Objectives Message Themes KPIs AWARENESS • Cultivate brand recognition • Generate new leads We do (things). Check us out! • Site traffic • Leads (MCLs) CONSIDERATION • Drive engagement with leads and contacts • Open doors with influencer audiences We are a resource for (audience). We know and specialize in this space. Learn more! • Lead engagement (MQLs) • Influencer meetings CONVERSION • Support opportunity conversion with value prop/ product-related content and sales support We (value prop). Purchase with us! • Sales accepted leads (SALs) • Opportunities LOYALTY • Drive additional purchases from clients • Capture referrals from happy customers Look how great it is to work with us. Purchase with us again. Refer us to other prospects. • Upsell opportunities • Client referrals
- 15. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. AUDIENCE PERSONAS
- 16. 16 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. DEFINE YOUR AUDIENCE PERSONAS Role Description What keeps them up at night? General Message C-Suite Janet Dir/ Mgr Stephanie Contributor Brittini Influencer Michael
- 17. 17 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. DEFINE YOUR AUDIENCE PERSONAS Role Description What keeps them up at night? General Message C-Suite Janet Specific description of this role. Background, demographics, specific interests. Dir/ Mgr Stephanie Contributor Brittini Influencer Michael
- 18. 18 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. DEFINE YOUR AUDIENCE PERSONAS Role Description What keeps them up at night? General Message C-Suite Janet Specific description of this role. Background, demographics, specific interests. What are the major stresses in their job that your product/ service can solve? Dir/ Mgr Stephanie Contributor Brittini Influencer Michael
- 19. 19 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. DEFINE YOUR AUDIENCE PERSONAS Role Description What keeps them up at night? General Message C-Suite Janet Specific description of this role. Background, demographics, specific interests. What are the major stresses in their job that your product/ service can solve? How will you position your product/ information specifically for this role? Dir/ Mgr Stephanie Contributor Brittini Influencer Michael
- 20. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. MESSAGING FOR PERSONA/ STAGE
- 21. 21 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. MESSAGING FOR PERSONA/ STAGE C-SUITE Janet DIR/ MGR Stephanie CONTRIBUTOR Brittini INFLUENCER Michael AWARENESS Message for C-level executive that doesn’t know about us CONSIDERATION CONVERSION LOYALTY
- 22. 22 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. MESSAGING FOR PERSONA/ STAGE C-SUITE Janet DIR/ MGR Stephanie CONTRIBUTOR Brittini INFLUENCER Michael AWARENESS Message for C-level executive that doesn’t know about us CONSIDERATION CONVERSION LOYALTY
- 23. 23 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. MESSAGING FOR PERSONA/ STAGE C-SUITE Janet DIR/ MGR Stephanie CONTRIBUTOR Brittini INFLUENCER Michael AWARENESS Message for C-level executive that doesn’t know about us CONSIDERATION …has heard of us, but not yet engaged CONVERSION LOYALTY
- 24. 24 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. MESSAGING FOR PERSONA/ STAGE C-SUITE Janet DIR/ MGR Stephanie CONTRIBUTOR Brittini INFLUENCER Michael AWARENESS Message for C-level executive that doesn’t know about us CONSIDERATION …has heard of us, but not yet engaged CONVERSION …has considered us and is looking for a solution LOYALTY
- 25. 25 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. MESSAGING FOR PERSONA/ STAGE C-SUITE Janet DIR/ MGR Stephanie CONTRIBUTOR Brittini INFLUENCER Michael AWARENESS Message for C-level executive that doesn’t know about us CONSIDERATION …has heard of us, but not yet engaged CONVERSION …has considered us and is looking for a solution LOYALTY Message for C-level client regarding upsell and referrals
- 26. 26 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. MESSAGING FOR PERSONA/ STAGE C-SUITE Janet DIR/ MGR Stephanie CONTRIBUTOR Brittini INFLUENCER Michael AWARENESS Message for C-level executive that doesn’t know about us Message for C-level executive that doesn’t know about us Message for C-level executive that doesn’t know about us Message for C-level executive that doesn’t know about us CONSIDERATION …has heard of us, but not yet engaged …has heard of us, but not yet engaged …has heard of us, but not yet engaged …has heard of us, but not yet engaged CONVERSION …has considered us and is looking for a solution …has considered us and is looking for a solution …has considered us and is looking for a solution …has considered us and is looking for a solution LOYALTY Message for C-level client regarding upsell and referrals Message for C-level client regarding upsell and referrals Message for C-level client regarding upsell and referrals Message for C-level client regarding upsell and referrals
- 27. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS
- 28. 28 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? LOYALTY NOTE: NOTE: Work from the bottom up
- 29. 29 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up
- 30. 30 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up So we need 10 won opportunities
- 31. 31 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up
- 32. 32 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 40 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up So we need 40 $100,000 opportunities in the pipeline GET SALES/ MARKETING ALIGNMENT AROUND THIS NUMBER!
- 33. 33 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? 1% CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 40 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up So we need 400 SALs
- 34. 34 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? 90% 1% CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 40 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up
- 35. 35 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? 445 90% 1% CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 40 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up So we need 445 MQLs
- 36. 36 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? 50% CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? 445 90% 1% CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 40 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTE: Work from the bottom up
- 37. 37 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? 890 50% CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? 445 90% 1% CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 40 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTES: • You should already have leads; not starting from scratch • If the SAL number is too high, you’ll need to optimize conversion rates • Use these numbers to help prioritize your programs So we need 890 leads
- 38. 38 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. PIPELINE-BASED GOALS (INVOLVE SALES!) Key Questions Goals AWARENESS How many leads (MCL)? MCL > marketing qualified (MQL) rate? 890 50% CONSIDERATION How many sales accepted (MQL) leads? MQL > SAL rate? SAL > Opportunity rate? 445 90% 1% CONVERSION How many opportunities? Opportunity to win rate? Value/ won opportunity? New Business Volume Goal? 40 25% $100,000/ won opportunity $1,000,000 LOYALTY NOTE: NOTES: • You should already have leads; not starting from scratch • If the MQL/ SAL number is too high, you’ll need to optimize conversion rates • Use these numbers to help prioritize your programs More engagement campaigns More lead gen activities More sales support materials
- 39. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. ESTABLISH PROGRAMS
- 40. 40 Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. ESTABLISH PROGRAMS Objectives Programs/ Campaigns (Examples) AWARENESS • Cultivate brand recognition • Generate new leads • Lead generation campaign • LinkedIn • Direct mail CONSIDERATION • Drive engagement with leads and contacts • Open doors with influencer audiences • Newsletter • Nurture drip • Webinars • Conference attendance/ sponsorship CONVERSION • Support opportunity conversion with value prop/ product-related content and sales support • Sales collateral • Pitch deck • ABM program • Meeting incentive program • Sales emails LOYALTY • Drive additional purchases from clients • Capture referrals from happy customers • Referral program • AM support
- 41. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. VOILA, A STRATEGY!
- 42. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. QUESTIONS? Slides available at: twitter.com/steph_ristow linkedin.com/in/stephanieristow Contact me at: sristow@charterschoolcapital.org Stalk me at: instagram.com/steph_ristow/