Accelerate Podcast with Andy Paul
April 10, 2017

#428. Correctly Using Data to Manage Sales. With Greg Dalli.

Greg Dalli, Co-Founder of Clarus Designs joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[:47] Greg became legally blind at age six, and soon realized he would need a different approach to problem solving. After college, he became a business intelligence analyst for a startup. He helped scale the firm from $15Million-$200Million.

[2:36] The purpose of Clarus Designs is to help sales and marketing teams make better decisions, and grow, using data.

[2:58] Greg tells how to find ‘the truth,’ which varies case by case. You start with clean data.

[4:13] Clarus Designs simplifies problems, to focus on what is actionable. Does it matter how many emails it takes, on average, to touch a contact?

[7:11] Clarus Designs helps teams look at metrics in relation to other changes, such as, new customer growth in relation to average sales price. Greg tells how the two metrics correlate.

[8:28] Clarus Designs suggests teams can tie activity metrics to success metrics. It’s not just how many emails they send, but how many people they connect with, as a result.

[10:30] Greg explains how success metrics might be applied usefully, or how they might lead to missing goals.

[12:00] Assuming from last year’s data that 5X pipeline coverage will yields your sales goal does not work. The pipeline will get filled with unqualified leads.

[14:18] The more stressful the situation, the more likely people crave control. They seek control through activity metrics, but activity metrics are not tied to outcomes.

[20:47] Greg contrasts time management with efficiency, or sales dollars per hour of selling time.

[25:10] Asymmetric metric variability represents a skewed distribution, in forecasts. It is easy to overestimate when the deal will close, and underestimate the discount to get the deal.

[29:25] Managing pipeline coverage must assume a significant percentage of the coverage will fall out from no decision.

April 3, 2017

#422. Inspire Buyers to Action. With Doyle Slayton.

Doyle Slayton, CEO and Founder of Xoombi, joins me for the second time on #Accelerate!

KEY TAKEAWAYS

[:34] Doyle was in sports broadcasting, cold-calling for sponsors. He learned he loved sales! He moved to outbound prospecting and management, but started to find that nobody picks up the phone anymore! He saw there was a problem.

[5:27] It’s all about alignment. Doyle suggests how to get marketing and sales together to get sales moving. How does branding fit in the buying process?

[7:27] Doyle examines a variety of issues in sales today. Every consultant has a different take. What is happening on the front lines? Doyle gives his thoughts on simplicity.

[9:02] What are the must-have tools? Doyle talks lists, personas, multiple contacts, and accounts. Direct dial numbers and email addresses are key. What does Doyle suggest about marketing automation?

[13:19] The discussion turns to Saleswings, HubSpot, and other tools of the trade.

[15:09] How do you combine application with theory? Doyle gives a couple of case studies.

[18:20] The books, Influence, Pre-Suasion, and The Science of Selling, explore the emotional/psychological side of decisions. Doyle says canned demos are “where deals go to die.” Be different from your competition by being “of” your client.

[21:54] Doyle boils it down to inspiring buyer action. He makes points on web presence, cool factor, curiosity, scarcity, process efficiency, case studies, social proof, and an easy entry point.

[29:33] Doyle puts himself in the shoes of his clients. He identifies with them as he advises them. His passion carries into prospecting and sales calls.

 

March 6, 2017

How to Accelerate Your Growth with Marketing and Sales Alignment. With Tracy Eiler. #398

Tracy Eiler, is Chief Marketing Officer at InsideView, and the co-author of a new book, with Andrea Austin, called Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth.

KEY TAKEAWAYS

[3:58] Tracy and her co-author, Andrea Austin, found that their clients’ sales and marketing departments had no understanding of, or trust for, each other.

[6:56] Sirius Research claims a 19% faster revenue growth when sales and marketing are aligned. Tracy talked to Sirius about their benchmark testing, which they did through surveys of behaviors, processes, and revenue figures.

[8:09] Alignment reduces process friction by coordinating lead data with CRM data, so leads go to the right group. There is also coordination of lead scoring. People friction is reduced by removing intimidation, and by adding communication.

[10:46] Tracy chairs a bi-weekly Smarketing meeting covers a six-week window, following up on past events, current activities, and upcoming plans. It holds teams accountable. It is a venue for ideas. Sales and leadership meetings also include marketing.

[14:24] Tracy found that in 25% of their six-figure deals of the last year, there were engaged in the sale, an average of 34 individuals per client account, representing sales, marketing, ops, IT, and so on, through webinars, website visits, trials, etc.

[16:37] The book has a test for marketers to measure whether their sellers trust them, with questions like, “Has your seller shared their account plans with you,” “Have they taken you on a call,” and, “Have they followed up your leads with feedback?”

[18:32] The alignment problem is getting worse. Tracy cites the messy MarTech stack. Examine if your tech is adding value to your marketing and sales alignment.

[24:45] Sales thinks of top-of-funnel, but marketing can help mid-funnel as well, with engagement. Have the conversation, and apply all the tools available.

[27:01] Aligned to Achieve uses a sideways figure eight from Forrester Research to replace the sales funnel, cycling through the Find, Engage, Close, and Grow stages of the account relationship.

March 4, 2017

How to Add Value with Affiliate Marketing. With Priest Willis. #397

Priest Willis, Founder and CEO of Affiliate Mission.

KEY TAKEAWAYS

[1:22] Priest is President of AffiliateMission.com, an online affiliate management company, managing large to small business affiliate programs, for the past four years.

[2:06] Priest started in business building PCs, but got tired of cleaning up people’s viruses. Then he sold software on eBay. Next he  created websites, and he became an affiliate. He started affiliate marketing and has stayed with it, ever since.

[3:58] Affiliate marketers earn commissions promoting other people’s products on their websites. A blogger can put up a banner for a related product. Sales are handled by the vendor that sells it. Amazon was one of the first big affiliate players, in 1996.

[6:22] Merchants with affiliate programs work with a third-party tracking system, or an affiliate network. Some of the big names out there are: CJ Affiliate (formerly Commission Junction), ShareASale, and Impact Radius. They track cookies.

[6:45] Clicking on the banner drops the cookie; the cookie alerts the affiliate network; the affiliate network waits for the sale to convert and register a commission. The commission could be a flat amount, or a percentage of the sale.

[7:38] Typically, if the sale is not converted within 30 days, the cookie expires. So, the customer may abandon the shopping cart, but if they make the purchase within the duration, the affiliate gets the commission.

[9:08] Andy asks how people could get into affiliate marketing. He could enter as a merchant, offering affiliates incentives to market his books on their websites, or he could become an affiliate of a merchant in a niche where he already has a blog with readers.

[11:48] Affiliate marketing will not drive traffic to your site. If you decide to start a cooking blog, and want to affiliate with an oven manufacturer, be aware of the work ahead of you, to get a following that will provide eyes for your affiliate banner.

[14:50] Look on YouTube for great videos to teach you about affiliate marketing. This works on Facebook, Twitter, and Instagram, all three or any one. Post the text links in connection with your mention of the product, or in your bio.

[19:51] Priest recommends only affiliating with products that are cohesive with your own brand. A computer blog doesn’t need a banner for skateboards or detergent. Look at your pages as real estate, and think where to put the banner or link.

[26:45] Affiliate Mission works for large merchants to manage their ecosystem of network and affiliates. They represent the merchants to the affiliates, supplying current materials, links, and cookies. They find new affiliates for the merchants.

[32:48] Priest likes capitalism to make a difference in the world. He tells clients that Affiliate Mission will give 3-to-5% of their profits from that client to a charity of the client’s choice. The mission is giving back.

February 18, 2017

How to Align Sales and Marketing for Best Results. With Peter Buscemi. #385

Joining me on this episode of Accelerate! is my guest Peter Buscemi, Founder of Four Quadrant, LLC. He serves as an advisor and educator to Fortune 1000 companies and startups, and provides go-to-market resources. Among the topics that Peter and I discuss are the connections between sales and marketing roles, and a one-page Sales & Marketing Quick Reference Card that should sit by every telephone in your organization.

KEY TAKEAWAYS

[5:32] Where is the dividing line between Sales and Marketing? Where do the SDRs fit? Peter quotes David Packard, “Marketing is much too important to leave to marketers.”

[6:24] Peter says Marketing either builds or maintains a brand, or helps build better products, or helps sell.

[6:58] Demand creation and field marketing functions are best handled by marketing. A salesperson is too expensive to use for development. Carve out tasks for the experts in that area.

[8:48] “Integrated Sales and Marketing” does not want Marketing Qualified Leads. It wants Sales Qualified Leads. The salesperson wants opportunities with high propensity to close.

[10:25] How do you align Sales and Marketing?

[14:16] Why companies need to plan with a longer planning horizon. It takes months between planning for opportunities, engaging them, and closing them.

[18:55] Peter offers a Sales & Marketing Quick Reference Card, to put Sales and Marketing on one page, for a SDR or a BDR to have in front of them on phone calls. It has a positioning statement, opportunity use cases, discovery questions, FAQs.

[28:03] Building a brand and maintaining it are necessary, but those are not sales messages. Sales needs to align with corporate messaging, but focus on client needs. Marketing needs to know sales messaging, to create leads.

 

February 14, 2017

How to Market and Sell for Scaling Up. With Verne Harnish. #381

Joining me on this episode of Accelerate! is my guest Verne Harnish, Founder of The Gazelles, a leading business coach, bestselling author of Mastering the Rockefeller Habits: What You Must Do to Increase the Value of Your Growing Firm, and most recently, Scaling Up: How a Few Companies Make It…and Why the Rest Don’t, as well as Founder of the Entrepreneurs’ Organization. Among the many topics that Verne and I discuss are the challenges blocking startups from scaling up and his advice for accelerating your growth.

KEY TAKEAWAYS

[4:27] Verne cites research by Bill Gross at IdeaLab, on five factors that contribute to successful scaling: People, Strategy, Execution, Cash, and Timing, with Timing, the most critical.

[8:14] Competition grew by magnitudes with the global Internet. The best defense is offense, so go global in a narrow product line.

[10:58] Jim Collins, in Good to Great, addresses sales automation. (1) Have disciplined people, (2) engaged in disciplined thought, (3) with disciplined action. Once you have your strategy, then (4) add automation. Too early is messy.

[15:16] Marketing is critical. Lean startups need to say yes to everything. But, “What got you here won’t get you there.” Agile scale-ups need a different approach — a well-functioning marketing department, separate from sales.

[19:47] 76% of companies remain home-based, because they haven’t crossed the barrier to finding the first hire, a great salesperson. 3% of companies scale. How do you know you should? Scalers are voracious learners, who don’t know it all.

[21:11] Mark Cuban said his biggest failures came when he thought “he was the smartest person in the room.” Have conviction, but be humble enough to go seek help.

[23:10] Companies may have a book club. Andy has clients do this. To 10X a company, don’t 10X just your own knowledge, but every employee’s knowledge. Don’t outgrow your team.

[24:22] Verne put in his “Trends” column for 2016, “This is the year we get rid of the word, ‘manager.’” Nobody needs a sales manager, they need a sales coach.

[26:45] Sales should call in each day and report “what they’ve heard,” for Quick Market Intelligence. Verne says, “There are two kinds of salespeople — winners and whiners.” Winners report what works and what doesn’t, to remove barriers.

 

February 6, 2017

How to Accelerate Your Growth by Aligning Sales and Marketing. With Andrea Austin. #374

Joining me on this episode of Accelerate! is my guest Andrea Austin, Vice President of Enterprise Sales at InsideView, and the co-author of a brand new book called Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth.

KEY TAKEAWAYS

[2:12]  Andrea started at IBM as a marketing sales associate. Their ‘Selling Fridays’ taught her how to handle objections. [5:08] Andrea joined InsideView three years ago, where she met her co-author, Tracy Eiler.

[6:33] Andrea talks about handoff points between marketing and sales; MQL, SQL, and SAL; and conversion rates. In enterprise selling, some of the best leads in sales come from their own work. Andrea leverages Marketing for branding.

[7:25] In SaaS, the buyer is now in charge. They do their due diligence before they engage with sales. Sales and Marketing need to align, to participate effectively in the customer experience.

[10:37] Andrea says research pigeonholes the buyer’s thinking, as they seek the solution to one business pain point. Her goal is to influence the buyer’s perception of their whole problem.

[12:51] Andrea explains how alignment can increase revenue by 10%, profitability by 15%, and growth rate by 19%, through clarity between areas; each doing that at which they excel.

[16:16] InsideView researched where 1,000 respondents felt they were aligned, and not aligned: communication, processes, metrics, and data on target accounts. Aligned to Achieve attacks these in three ways: people, processes, and technology.

[19:25] The book was written because misalignment between marketing and sales is too great.

[23:38] Alignment requires a cultural change that needs the CEO to publicly support it. When sales and marketing push together, more happens.

[27:25] To align sales & marketing efforts, Andrea organized a bi-weekly Smarketing meeting, which looks at results two weeks back, near events two weeks ahead, and plans two weeks beyond, making a six-week rolling window to align plans and feedback.

[35:30] Aligned to Achieve uses a looped symbol to represent the sales funnel on its head, continually cycling through the Find, Engage, Close, and Grow stages of the customer relationship.

 

December 24, 2016

Replay: How to Increase Win Rates on Qualified Leads. With Dan McDade. #289

My guest on this episode of Accelerate! is Dan McDade, Founder and CEO of PointClear and author of The Truth About Leads. Among the many topics Dan and I discuss are the importance of sales & marketing alignment in lead generation, effective strategies to improve sales & marketing collaboration, the differences between inside sales reps and outside sales executives and how to choose the right candidates for each role, and establishing good KPIs, such as the percentage of sales qualified leads an effective sales organization should expect to close.

December 20, 2016

Marketing Into the Sales Funnel. With Matt Heinz. #335

Joining me for the second time on Accelerate! is my guest Matt Heinz. Matt is Founder and CEO of Heinz Marketing, and the author of Full Funnel Marketing: How to Embrace Revenue Responsibility & Increase Marketing’s Influence On Pipeline Growth & Closed Deals. Among the many topics that Matt and I discuss are how Full Funnel Marketing is a challenge to marketers; how to measure Marketing’s contribution to the pipeline; the challenges for integrating Marketing and Sales; and why so many sales reps have trouble selling the outcome vs their product.

November 10, 2016

How to Accelerate the Growth of Your Sales Through Automation. With Craig Klein. #302

My guest on this episode of Accelerate! is Craig Klein, Founder and CEO of SalesNexus, an integrated CRM and Email Marketing Automation platform, generating leads for small and medium sized businesses. Some of the key topics that  Craig and I discuss in this episode are the development of online and mobile CRM, why CRM implementations fail, and Craig’s suggestions on how to get started with integrated marketing automation and CRM.