SiriusDecisions: Taking sales enablement to a higher level


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The original SiriusDecisions Demand Waterfall provides a statistical analysis of lead qualification as prospects move through the sales funnel, from initial inquiries on to marketing-qualified leads, sales-accepted-and-qualified leads and finally closed business. Analyzing the percentages of leads passed to each subsequent stage, compared with industry best practices, has formed the basis of SiriusDecisions' consultancy practice since 2006. The new model adds recognition of leads qualified by marketing automation programs and generated by sales itself, as well as leads qualified through teleprospecting. “The Demand Waterfall was created to address demand-related pain that is acutely felt in most b-to-b organizations,” said Tony Jaros, senior VP-research at SiriusDecisions. “But the original didn't account for demand that was sourced outside of marketing. It obscured the role of teleprospecting, and it wasn't specific about the role of inbound marketing. “We think it's time to take an old friend and bring it to the next level.” The new emphasis on tele-prospecting may have surprised attendees, as presenters claimed that the traditional sales-marketing duality model should now be considered a tripartite one. “Teleprospectors are selling the value of taking prospects to that next step,” said Jason Hekl, research director at SiriusDecisions. “Teleprospectors are involved in a "telequalifying' process.” Hekl recommended dividing the teleprospecting team into inbound and outbound specialists. In particular with inbound-focused telequalifiers—who often encounter well-informed prospects who have done plenty of research—well-trained senior staff is essential, he said. “Marketers should run experiments, do some message testing on the phone, incorporate teleprospecting into existing campaigns, include it into key accounts and commit to formal and informal mentoring,” Hekl said. “Right now, neither sales nor marketing cares about telepros-pecting too much regardless of who owns it—although it should be a marketing function—but you have the opportunity to differentiate your company from the competition if you can get it right,” he said.
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