新业务开发及销售运营管理

1 .Business Development and Sales Operations 

2 .Business Development Success in Business: Getting the right customers … and keeping them. Prospects Customers Suspects (leads) Opportunities (contacts) (Wins) 

3 . SALES LEAD? Getting a Person to Self-Identify as a Potential Customer (Decision Maker) 

4 .

5 .

6 .Demand vs. Lead Generation CUSTOMER LEAD LEAD DEMAND AWARENESS (VALUE) GENERATION NURTURING GENERATION NURTURING 

7 . Generate Leads Follow Qualify Up to Leads Convert Distribute Leads 

8 .Generate Leads 

9 .• Determining value? • Revenue (over what period of time) • Acquisition cost • Service cost (how is that tracked) • Financing cost (including payment history) • How do you account for Risk (attrition, losses…) • Do you adjust value for referrals, influencers or other strategic value 

10 .• Geography • Industry • Size (#employees, $ revenue) • Decision Maker (influencers) • Title • Financial condition • History • Prerequisites 

11 . Company Selections Customers can target their leads for B2B direct Revenue marketing, email marketing and telemarketing by No. of Employees selecting a variety of criteria including: Industry Verticals Public/Private Companies Personnel Selections v Specify any title list (e.g. CTO, VP Marketing, Security Architect, Business Analyst). v Corporate data like headquarter address, phone number, and regional address. 

12 .

13 .• Primary Data: • Lead List from other Business Divisions ( Risk of Cannibalization) • Third Party (Secondary) Data: • Dun & Bradstreet • Hoover • Public Database • Web Crawling 

14 .

15 .Inbound Marketing 

16 .Content Marketing CONTENT MARKETING • Story Telling • Repurposing Content INFORMATIONAL CONTENT 

17 . Key Metrics • Blog • Public Relations • PPC • 1200 Visits • 107 Registered for Webinar • 4 Proposals 

18 .Case 1: Web Scraping using PowerBI 

19 .Qualify Leads 

20 .• Desire for the product or service • Authority to make the purchase decision • Money, a budget for making the purchase • Need, the product will provide the desired benefits to the customer • 

21 .CAC 

22 .Case 2: Lead Scoring 

23 .Distribute Leads 

24 . • Distribute to Sales Force for Immediate Follow-up Hot (Sales-Ready) Leads • Distribute to Appropriate Communications Mode • Call Center for Highly Qualitied (Definite Valid, Non-Sales Purchase Time Frame) • Email Newsletter for Other (No Budget, Ready Leads No Firm Purchase Timetable) • Rescore at Stated Intervals and Reclassify as Warranted Cold Leads (Meet • No or Low Cost Followup • Rescore at Stated Intervals and Reclassify (to No Qualifying Valid or Inactive) as Warranted Criteria) 

25 .• Good Database • Accurate Scoring Model • Disciplined Operations • COOPERATION BETWEEN MARKETING FUNCTIONS 

26 .Follow Up to Convert 

27 .• KPI Identify Conversion Goals & Key Performance Indicators • Define & Acquire Target Profiles • Reach the Right People with the Right Message at the Right time • Organize, Optimize Web Site • Provide Effective Calls to Action • Enhance Shopping Cart (B2C) and Lead Capture (B2B) Process • Test, Measure, Refine 

28 .

29 .Questions?