memoryblue Client Information Playbook

Transcription

1 2016 memryblue Client Infrmatin Playbk MEMORYBLUE 8230 Old Curthuse Rd, Suite 520, Vienna, VA 22182

2 Welcme t the memryblue team! We realize that when yu decide t turn t an utside firm fr inside sales help, yu re putting yur brand in ur hands. Yur cmpany s grwth and reputatin hangs in the balance. It is ur jb t ensure that yu cnstantly feel this investment f time and resurces measures up t yur highest expectatins. We are truly passinate abut helping cmpanies like yurs grw thrugh inside sales. This campaign is the start f what we intend t be a lng and fruitful partnership between ur tw firms. Within this packet, yu will find a series f questins and wrksheets all designed t help us get a greater understanding f what yu re lking fr when we generate new business pprtunities fr yu. The questins will require thught, deliberatin and attentin. But the reward is great we ve fund ur largest, mst enduring success happens when we partner with firms that take the time t give us the biggest picture pssible abut their business right up frnt. After all: Nbdy knws yur industry better than yu. Nbdy knws yur prduct and service ffering better than yu. Only yu knw why yur slutin shuld be the clear winner in yur market. Please take time with this packet and cmplete it in its entirety. Our team will be thrughly well-versed in all f these details prir t the Client Kickff Meeting scheduled sn. The infrmatin prvided here will serve as an ideal basis fr discussin during that meeting. We will use it t hne in n all the small details and nuances that will wrk in cncert t make this partnership a success. Cnsider appraching the questins belw frm the fllwing frame f mind: What des a prspective cmpany in yur sweet spt lk like? Which functinal areas and titles shuld ur team call? What will thse individuals care mst abut in their wrld? Why wuld yur slutin generate curisity frm a prspect? Keeping the answers t thse questins tp-f-mind during this exercise will help guide yu t what infrmatin we need the mst. A sale happens when mutual value is discvered and a natural partnership is built. We re excited t help yur business find thse partnerships as a result f ur jint effrts!

3 1. Cmpany name: Pre-Campaign Infrmatin 2. What categry wuld an industry analyst say yu perate in? 3. Years in business: 4. List yur three main cmpetitrs: Cmpany Name: What makes yu different? Cmpany Name: What makes yu different? Cmpany Name: What makes yu different? 5. Belw is a well-knwn depictin f the technlgy adptin life cycle made famus in Geffrey Mre s landmark B2B marketing bk, Crssing the Chasm in the 90s: Tell us where n the spectrum (abve) yur prduct/slutin fits.

4 Billing 6. In additin t yurself, please prvide the cntact infrmatin fr the persn in accunts payable within yur cmpany that will be directly respnsible fr paying ur invices (Name/ /Phne). NAME PHONE What is yur existing state f sales? Please paint us as full a picture as yu can abut hw yur cmpany sells. 7. Hw many deals are yu currently clsing per quarter/mnth/week? 8. What percentage f yur deals riginate frm marketing? A Marketing Qualified Lead (MQL) is typically defined as a prspect that has expressly indicated interest in yur cmpany s prducts r services. A few cmmn examples f this include dwnlading a whitepaper r ebk, attending a webinar, giving yu cntact infrmatin during a tradeshw r cntacting yu thrugh an nline web frm. In ther wrds, they have shwn sme interest, but yu really dn t knw if they are qualified t purchase yet. 9. What is the number f MQLs yu generate per mnth? A Sales Qualified Lead (SQL) is typically defined as a prspect that has been vetted by an rganizatin's marketing department, its sales team, r bth parties and is deemed ready fr the next stage in the sales prcess. An SQL has met an rganizatin's lead qualificatin criteria that determines whether a prspect is wrth pursuing by its sales team. 10. What s the number f Sales Qualified Leads (SQLs) yu generate per mnth? 11. Tell us abut yur existing Sales Develpment Representatives team: Have yu utsurced the SDR functin befre? D yu have SDRs n staff? Hw many? Are they partitined fr inbund vs utbund wrk? What percentage f the SDR s day is fcused n inbund lead qualificatin vs utbund lead generatin?

5 What are yur current (r mst recent) metrics: Hw many SQLs des an average SDR deliver per week? What s the average number f dials (per SDR) per week? Hw many leads ccur (per SDR) per week? What s yur sales meeting hld rate (as a department)? What ther sales-specific activity metrics d yu track? What are yur expected metrics frm memryblue: Hw many SQLs will an average SDR deliver per week? What s the average number f dials (per SDR) per week? Hw many leads shuld ccur (per SDR) per week? What will be ur sales meeting hld rate? What ther sales-specific activity metrics shuld we track? Explain hw yu came up with thse expected metrics. 12. Hw d yu currently measure the quality f an SDR-ccurred lead? 13. Hw lng is yur typical sales cycle? 14. What is yur Average Sales Price (ASP)? 15. Which CRM d yu use?

6 What technlgy resurces is yur sales team using tday? At memryblue, we ve invested heavily int arming ur SDR teams with the best sales enablement technlgies available. Cmmnly referred t as the sales stack, ur SDRs have a wide range f sftware services at their dispsal t help them generate new business pprtunities (Salesfrce, InsideSales.cm, DiscverOrg, ZmInf, LinkedIn Sales Navigatr and mre). In the bx belw, prvide an utline f yur current sales technlgy stack fr us. Fcus n areas such as: CRM, dialer sftware r systems, call recrding, list building sftware, prspecting sftware (e.g. TutApp, Yesware, etc), marketing autmatin tls (e.g. Pardt, Market, etc) and anything else yur sales team uses t stay current. Please nte which f these tls can we leverage during ur engagement. Hw will we handff leads t yur team? After years f experience in the utsurced inside sales industry, we have fund the fllwing t be best practice in terms f ur lead handff prcess: memryblue (mb) SDR secures interest in a client-led sales meeting (lead). mb SDR has access t client s calendar and uses it t schedule a mutually beneficial time fr the client-led meeting with the prspect. Calendar invitatins are sent t all meeting participants. The mb SDR pulls a recrding f the initial prspecting call and cmpletes a detailed write-up n the prspect (NOTE: this step des nt apply fr PPM clients) including: Pertinent backgrund infrmatin abut the cmpany and prspect Nted prspect pain pints with existing slutins (r lack f slutins) Full prspect cntact infrmatin mb sends this infrmatin t the client sales rep wh will be leading the call (and any ther client cntacts requested). mb SDR pens the lead call and intrduces the prspect t the client sales rep cmpleting a warm lead handff. After lead call cmpletin, the client rep scres mb n the quality f the lead using ur clsedlp feedback lead scring prgram. 16. If this prcess isn t ging t wrk fr yu, please prvide the desired prcess fr handing ff all memryblue-generated leads (belw).

7 Widely accepted inside sales industry best practice dictates that the rati f clsing reps t SDRs is in the range f 3:1 t 2:1. That means fr every 3 clsing reps n yur team, 1 SDR shuld supprt them. 17. Hw many ttal clsing sales reps will ur team be supprting? 18. Please prvide name, title, and cntact infrmatin fr these sales reps. Sales Representative #1 NAME TITLE PHONE Sales Representative #2 NAME TITLE PHONE Sales Representative #3 NAME TITLE PHONE Call recrdings Many f ur clients find value in analyzing call recrdings frm ur SDRs n a weekly basis. The feedback these sessins prvide can increase campaign effectiveness when it s dne regularly. 19. Are yu interested in receiving call recrdings frm the memryblue SDR team? 20. Our strngest campaigns feature clients that cmmit t breaking dwn at least ne call per week. Hw many calls per week can yu breakdwn in rder t prvide actinable feedback t the team at memryblue?

8 Creating Valuable Opprtunities Wh will want yur slutin? Belw is a series f questins aimed at hning in n what types f prspects will becme interested in yur slutin. 21. Prvide as much infrmatin as yu can abut yur target market. Be as specific as pssible, including items such as: a. Verticals/Industries b. Cmpany size (by revenue r emplyee size) 22. What frmer r current clients within the verticals cited abve can we either use in an r name-drp n the phne? Please list them here. 23. Please prvide (attach/ ) any cntent (case studies, blg psts, marketing materials, etc) highlighting successful use-cases f yur slutin fr the verticals listed abve. What specific jb rles shuld we target? 24. Give us sme insight n the ideal types f peple (we call these the persnas ) we shuld cntact within target rganizatins. Please prvide at least three persnas. Fr each persna, use a wrksheet (belw) t paint us a picture f wh that prfessinal is and what they are likely t care abut the mst. The mre yu can give us, the mre tailred ur messaging and apprach will be. Think abut things such as their: Typical jb title and years f prfessinal experience (range) Likely team size (that they directly manage, if applicable) Key jb respnsibilities and cre metrics they are measured by Pssible pain pints r cmmn jb challenges

9 Example Persna: Organizatin Sales Leader Jb Title(s)/Psitin(s) VP r Directr f Sales High-Level Rle Objectives Increase cmpany revenue Respnsibilities Challenges/Obstacles t Success KPIs (metrics they wn) Risks/Fears What happens if they d nthing? What is substantially gained if they use yur slutin? What LinkedIn grups (tp 3) wuld they jin? Design & lead client acquisitin prcess Manage and direct sales ps team Maintain sales frecasting infrmatin Sales talent turnver Incnsistent lead flw Outdated/inadequate sales peratins technlgies Ttal deals clsed (revenue) Clsing ratis Sales cycle length Nt hitting revenue gals Cmpetitin Persnal financial needs strngly tied t success Lack f sales pipeline Lss f deals t cmpetitrs Sales team turnver Cnsistent lead flw Strng return n budgetary investment Predictable revenue streams established AA-ISP Sales Best Practices Inside Sales Experts

10 Persna #1: Jb Title(s)/Psitin(s) High-Level Rle Objectives Respnsibilities Challenges/Obstacles t Success KPIs (metrics they wn) Risks/Fears What happens if they d nthing? What is substantially gained if they use yur slutin? What LinkedIn grups (tp 3) wuld they jin?

11 Persna #2: Jb Title(s)/Psitin(s) High-Level Rle Objectives Respnsibilities Challenges/Obstacles t Success KPIs (metrics they wn) Risks/Fears What happens if they d nthing? What is substantially gained if they use yur slutin? What LinkedIn grups (tp 3) wuld they jin?

12 Persna #3: Jb Title(s)/Psitin(s) High-Level Rle Objectives Respnsibilities Challenges/Obstacles t Success KPIs (metrics they wn) Risks/Fears What happens if they d nthing? What is substantially gained if they use yur slutin? What LinkedIn grups (tp 3) wuld they jin?

13 Why will these persnas be curius abut yur slutin? What yu prvide t us here will specifically shape hw we pen calls with prspects. As renwned Inside Sales industry expert Trish Bertuzzi (CEO and Funder f The Bridge Grup, Inc.) explains in her bestseller, The Sales Develpment Playbk, yur sales strategy needs t align with the way yur prspects think. The questins we ask belw speak directly t cncepts assciated with tw f Trish s 5 Whys prspect questins: Why listen? Why care? These are the mst critical Why questins that need t be answered t get the prspect even vaguely interested in yur slutin. And these tw questins are the essence f memryblue s rle in the sales prcess: Image curtesy f The Bridge Grup frm The Sales Develpment Playbk Getting high quality infrmatin and messaging arund these next questins will g a lng way twards making ur relatinship successful. Yur answers here are the single mst imprtant pieces f infrmatin yu will give us as they will enable the SDR team t prduce results fr yur business. 25. What specific prblem des yur slutin address? 26. Why will yur target persnas care abut that prblem? 27. Hw is yur slutin different frm yur cmpetitrs slutins? 28. Why will yur target persnas care abut hw yur slutin is different?

14 Messaging What Will Resnate with Prspects? Please attach any prspecting phne scripts, vice mail message scripts, r templates in an t memryblue when yu deliver this cmpleted dcument. Please attach any case studies, whitepapers, r testimnials ur team can use in an t memryblue. Please identify the tp tw sales bjectins yu hear mst ften, utside f using a cmpetitr and then cite hw yu respnd t each bjectin. Objectin #1 Respnse #1 Objectin #2 Respnse #2 Marketing List the tp five peple utside yur cmpany that we shuld fllw in scial media that are cnsidered thught leaders in yur industry/space. List any trade shws yu plan t attend in the next 12 mnths. Select all f the scial media channels yur cmpany participates actively in.