Presentation at #UpStart Live by Kingshuk Hazra from LeadStrategus. It describes the elements - people, know-how, & tools required to convert leads into customers. It talks about closed loop management & customer lifecycle sales & marketing. It makes the premise that in many situations digital channels are necessary but neither enough nor sufficient to get customers out of leads. It talks about the specifics of the India market where much more intense F2F & tele touches are required. It talks about the sales motions - particularly around the ideology of AppDynamics founder Jyoti Bansal that Enterprise Sales is an absolute science and not an art! Happy reading & do share your feedback!

1. CONVERTING LEADS TO CUSTOMERS
- where digital alone is not enough
Kingshuk Hazra | leadStrategus.

2. • Got my grey hair in B2B sales & marketing
• I worked with Naukri founder in 1998; was Gartner e-com
analyst in 2000; used to have coffee with Rodinhooder Alok
Kejriwal in 2002; sold first SAAS @ 2008
• Was a part of the SAP growth from small 30 pax office to Enterprise
• Was the first marketer for Amazon Web Services in India
• Run a Sales & marketing transformation consultancy - LeadStrategus
• Highest levels of integrity – WYSIWYG (What You See Is What You Get)
leadStrategus
@kingshukhazra
Why listen to Kingshuk?

3. The only thing you have of a prospect is
company name /a person’s name /an email id
Imagine….
What
will YOU
do?
@kingshukhazra
leadStrategus

4. ONLY 1 PRINCIPLE: There is NO brahmastra!
Use your heart, brain, & muscles
@kingshukhazra
leadStrategus

5. 1. Get on LinkedIn
2. Find Economic Buyer & 3 other influencers
3. Research Socially, get address, reverse-engineer email-id
4. Do Social Influencing
5. Customise message & reach across social, tele, snail-
mail, & f2f
6. If spark ignites, pursue; else put on nurture/recycle track
DIGITAL is necessary but NOT sufficient
leadStrategus

6. Lets revisit the building blocks
TOOLS KNOW-HOW
PEOPLE
@kingshukhazra
leadStrategus
- Process
- Structure
- Culture
- Skills

7. I love EXTREME Value For Money but don’t be cheap
Meet me,, talk to me,, don’t just ‘’spam’’ me
Do not treat me like a credit-card salesperson
Sirji sirji doesn’t work – action louder than words
Don’t reach out without checking my LinkedIn
Talk in my lingo – I’m not a Southie or Northie
Teach me, entertain me, challenge me – I will be
your buyer for life
LeadStrategus Primary Research & Anecdotes heard
Memo from an Indian buyer
@kingshukhazra

8. Get the Leads F L O W I N G
faster & thicker!
@kingshukhazra
leadStrategus

9. If you are not Slack/Atlassian# or in B2C
you will always need both the inbound
& outbound pipes
# in Western markets, for India you NEED salesfolks
@kingshukhazra

10. Recycle Disqualified Lost
Marketing
Qualified LeadKnown Opportunity WonEngagedUnknown
Sales Accepted
Lead
Customer lifecycle journey – planning
with scenarios & assets
@kingshukhazra
leadStrategus

11. 4
Outbound/eMail/
Inbound Mail/Events
Sends out survey forms
& relevant collateral
to relevant
People
Marketing
2 Information Mgmnt
All Information sought is
sent out and telecall
repeated
Content Exec /Tele-
Marketeers
4Unqialified Lead dB
Target hitlists based on
countryintelligence via
in-house DB
1
Marketing
Call up the people mailed
for knowing interest
areas
Dedicated Tele-marke
teers
3Tele
Lead Qualification
Based on specified para
meters Lead Qualified
With call/s on prospect
Qualification Manager
5
Hand over to Sales
Complete Interaction
History + Profile made
And handed over to
Sales
Marketing
6
CRM Pipeline/Lead
Continuoustracking and
weekly meeting between
sales operations&
marketing
Marketing
8 CRM Lead
Entered Into CRM Lead
Management System
Marketing
7Cold Leads/ Oppts
Based on time line tracking&
SO – Mktg this is
classified
Marketing
9
@kingshukhazra
Closed-Loop Management

12. be too broad, conversion will be a pain
be too narrow, too few deals to chase
@kingshukhazra
Shape your funnel
leadStrategus

13. Moving from lead to an opportunity is a
zig-zag brownian motion
Meet @
mixer
Not
interested in
first date
Read
Reviews
Social
Media
Referral
Confide real
problem
F2F
Accept
LinkedIn
inviteOpen snail
mail
Opportunity
Exchange
season's
greeting
Like Twitter
updates
Lead
@kingshukhazra
leadStrategus

14. Science of Enterprise Sales – from AppDyamics*
Path to 1M$
(or /10M/100M/
1B)
Sales Capacity
Model
Demand
Generation
Funnel
Sales Process
Growth
Constraints
* Read the Linkedin post by Jyoti Bansal – AppDynamics founder

15. You need to balance the 3 roles
- Create, Nourish & Destroy
@kingshukhazra
leadStrategus

16. रगड़ acche heine!(Translation - rigor is good!)
@kingshukhazra
leadStrategus

17. How you plan
your day
decides whether
you go hungry or
not!
@kingshukhazra
leadStrategus

18. “I am not afraid of an
army of lion being led by
a sheep; I am afraid of
an army of sheep led by
a lion.”
Alexander the Great__
@kingshukhazra
leadStrategus
Hire for attitude, train for skill –
but get a lion to guide them

19. DO or NO DO – There is no “try”!
@kingshukhazra

20. The salesperson with the better training, better
monitoring, & better motivation wins
ALWAYS!
leadStrategus
@kingshukhazra

21. Summary!
leadStrategus
@kingshukhazra

22. Au revoir!
Kingshuk Hazra | leadStrategus.
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