Building a Sales Pipeline with Heresy, Cognism, Ometria
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Join Heresy CEO Dimitar Stanimiroff, Cognism CRO Nazma Qurban and Ometria Director of Sales Operations Catherine Mandungu on how to build your sales pipeline. Each panelist will tackle a part of the sales pipeline from the top where you will learn tactical ways to accelerate your pipeline to the middle which will cover why particular opportunities die as well as leading and lagging indicators to the bottom of the pipeline.
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Building a Sales Pipeline with Heresy, Cognism, Ometria
- 1. Dimitar Stanimiroff – CEO Heresy Nazma Qurban – CRO Cognism Catherine Mandungu – Director of Sales Ops Tuning Your Pipeline with Heresy, Cognism & Ometria
- 2. Building Momentum for Growth Catherine Mandungu Director of Sales Ops Ometria
- 3. CadenceIncrementalCommitments Top of the Funnel Middle to bottom of the Funnel Awareness Interest Consideration Intent Commitment
- 4. Incremental Commitment • A seminal study by Freedman & Fraser (1966) 80% of residents in a particular neighbourhood refused to put a large billboard with ‘’Drive Carefully’’ in their front yard. Nearby neighbourhood however 76% of residents agreed to do so. • “foot-in-the-door" effect, research suggests, comes about through a change in self-perception. Once prospect has agreed to a request … in his/her own eyes becomes the kind of person who does this sort of thing, who agrees to requests (or commitments) … and who takes action on things he believes in, who cooperates with good causes (Freedman & Fraser, 1966, p. 201).
- 5. Discovering Evaluating Preferred Vendor Negotiating Signing Commit to Next Steps Next Steps
- 6. 53% 47% 44% 45% 46% 47% 48% 49% 50% 51% 52% 53% 54% Q3'2017 Q2'2018 Drop offs in Middle of the Funnel
- 7. Discovering Evaluating Preferred Vendor Negotiating Signing Pitching Qualifying Proposing Negotiating Closing Tight Gateways ensuring high CW probability Commit to Next Steps Tight Gateways
- 9. 3 top tips to building a cadence that converts Nazma Qurban CRO Cognism
- 10. 45 25 1725 17
- 11. 45%
- 12. 25%
- 13. Video
- 14. 17
- 15. SEQUENCE - 1 DAY 1 DAY 3 DAY 5 DAY 7 DAY 8 DAY 10 DAY 12 DAY 14 DAY 16 DAY 20 DAY 24 DAY 1 DAY 2 DAY 4 DAY 5 DAY 7 DAY 9 DAY 11 DAY 13 DAY 17 DAY 19 DAY 20 SEQUENCE - 2
- 16. KEY SEQUENCE TAKEWAYS Multitouch is necessary on Day 1DAY 1 Phone 80% of top 100 cadences had phone as first step! Video is necessary but later in sequence to increase scalability.
Notes de l'éditeur
- They expect longer engagement The first step in this engagement is crucial They expect more frequent and more personalised engagement Its evolved because our buyers have evolved They expect longer engagement The first step in this engagement is crucial They expect more frequent and more personalised engagement According to an annual buyer survey, over 45% of B2Btechnology buyers are 25-34 yearsAccording to GoogleThink: Nearly half of all buyers are now millennials. and to google think thank olds, making them the single largest demographic. That means to engage and convert today's B2B buyer, you need to understand how millennials want to buy. This means sales people need longer cadences with more touch points, and these touch points need to include social selling e.g. videos, linkedin, more research. But what does the perfect cadence look like?
- More personalisation, In the very same study- Only 3.5% had video- but 25% responses. Average in linear sequence would be x% Power of Video- Although on average 3.5% of sequences contain videos- there is 25% increase in responses from when a video is sent. Thumbnail with card with prospects name in it. 2nd or 3rd Step. Cognism use this for confirmation on the day of demo to confirm meeting- lifted our attendance of demo from 75% to 95%. Social Personalised messgages 7/10 B2B buyers watch a video sometime during their buying process.
- Its evolved because our buyers have evolved They expect longer engagement The first step in this engagement is crucial They expect more frequent and more personalised engagement According to an annual buyer survey, over 45% of B2Btechnology buyers are 25-34 yearsAccording to GoogleThink: Nearly half of all buyers are now millennials. and to google think thank olds, making them the single largest demographic. That means to engage and convert today's B2B buyer, you need to understand how millennials want to buy. This means sales people need longer cadences with more touch points, and these touch points need to include social selling e.g. videos, linkedin, more research. But what does the perfect cadence look like?