新业务开发及销售运营管理

Business Development and Sales Operations
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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)

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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.

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

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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

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29.Questions?