Today's Guest Post is by Meagen Eisenberg, Director of WW Programs and Marketing Automation at ArcSight.
What does ABC’s The Bachelorette have to do with sales enablement? Getting Ali’s attention on this season's The Bachelorette has some great parallels to successful sales enablement. We can apply a few tips from the bachelors.
Do you Accept this Rose?
What does ABC’s The Bachelorette have to do with sales enablement? Getting Ali’s attention on this season's The Bachelorette has some great parallels to successful sales enablement. We can apply a few tips from the bachelors.
Do you Accept this Rose?
We, as marketers, play the wooers to sales mindshare and attention. We want to get noticed, we want to be selected for the date, we want them to fall in love with us (or at least our programs), and we are competing against 25 other guys (well at least 25 other distractions). We want our programs leveraged to further the business. How do we get our sales team's attention and get noticed through all of the noise? Do you run the Roberto (the good-looking one), the Ty approach (the funny charming one with a Southern accent), the Craig (the "bring home the bacon" lawyer), the Jonathan (one-of-a-kind), or the Frank (the intellectual)? I am going to argue that you need all styles to be irresistible. A healthy mix at the right time seems to attract my Bachelorette sales team.
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What Do Sesame Street and Sales Have in Common? ELMO!
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For our one-of-a-kind approach, we designed personal daily reports for each of our sales reps. (Everyone likes to feel special and unique.) By creating daily emailed reports for our sales and inside sales team, we give them visibility into the activity in their territory. We also show them the quality of the leads in their region based on what the leads are looking at and how often they are on our website. They can even see what Eloqua terms as the "Unknown" visitor, companies on your website that have not filled out a registration form. Our inside sales team loves to catch the "Unknown" visitors, look the company up in Salesforce.com, and call into the contacts to see if they can find the person with the need we can fulfill - catch them while they are hot. You can find how to create daily reports for your sales team on page 27, and best practices for creating daily reports on page 28 from my February San Francisco Success Tour presentation.
Targeting Your Top Accounts
Do you have sales reps that don't cover a specific territory, but specific accounts instead? For our Strategic Account Managers, we create real-time individual company alerts through Eloqua's Visitor Notification tool (learn more on pages 10-12). Basically, daily reporting and alerts show sales what leads and companies are actively pursuing our programs, what products they are investigating, and how to track, contact and (with the help of ELMO) come across as a thought-leader in the space to our clients.
Show Me the Metrics!
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With Eloqua capabilities, you get to be the best of all the bachelors – attracting your sales team's attention and enabling them to find and close the deal – sales and marketing alignment at its best. Our sales team has been very responsive to our multi-touch programs, the use of ELMO, and the daily reports. We have their attention and they engage with us on a regular basis to build pipeline and accelerate the closing of deals. With a multi-style strategy, your sales team can't resist and you will get the rose every time!
2 comments:
Great posting!
Great story Meagan!
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