If you’re responsible for revenue, you’re tasked with answering a simple question:
“How do I build repeatable opportunity pipeline?”
Having launched 400+ sales teams over the past 6 years, we’ve developed a repeatable framework that guides every decision we make in answering this question.
If you don’t have these elements working together, you’re already dead in the water.
1. PROSPECT DATA
-Who am I actually selling to?
-How large is the total addressable market? (TAM)
-You MUST have Account Name and Account URL
-What sources are available to me to collect prospect data?
-Data sources include: SalesIntel.io, ZoomInfo, Lusha, Seamless.AI, Apollo.io, 6sense
2. CONTENT
-Why does what I’m selling matter?
-What is the pain point they know they have or don’t know they have yet?
-How can I help my prospects understand that my company is uniquely positioned to solve that pain?
-Examples include: Case studies, one sheeters, testimonials, white papers, eBooks
-Create content in tools like Canva
3. PAID MEDIA
-These are the distribution channels through which content and messaging is deployed
-Think search (Google/Bing), and social (Facebook, LinkedIn, Instagram, TikTok, even Quora)
-Use Google analytics and tools like Instapage to capture data and convert leads
-Fulfills two purposes: build brand awareness to folks who may not know I exist, as well as a lead conversion mechanism for driving inbounds
4. AUTOMATION
-Once leads are in my CRM either as a cold list or as an inbound lead, they MUST be nurtured
-Most leads go to your CRM to die a slow death
-Build automation sequences through email
-Leverage categorization like industry, decision maker title, pain point, even geography (why data is so important)
-HubSpot, Outreach, Pardot and even Intuit Mailchimp can solve this for you
5. SALES CULTURE
-Who are the sellers we recruit, hire and train?
-What are their KPIs and quota?
-Who is their sales manager?
-What are ramp expectations?
Check each of these boxes and you’re set. Miss one and you’ll find yourself chasing your number every month.
#gotomarket #b2b #sales