How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)

@heinzmarketing
Buildings Do Not Write Checks
How to develop customer trust and commitment in a digital age
Matt Heinz
Founder & President, Heinz Marketing Inc

@heinzmarketing
Housekeeping
• The deck is yours
• If it looks like a spreadsheet….
• Want the full-day version? Let me know…
• Want the workbook behind this? Email me at
matt@heinzmarketing.com
• Also, bacon…

@heinzmarketing
I am serious about the bacon

@heinzmarketing
Three objectives today
• How to tell better, customer-centric stories that drive greater lifetime
value across the entire customer lifecycle
• Apply a data-driven teach, tailor and take control approach to your
marketing and customer experience strategy
• Introduce a proven framework for creating and scaling a predictable
pipeline for your organization

@heinzmarketing
Profit Center Marketing

@heinzmarketing
Or keep doing the alternative:

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Sales & marketing = the same objective

@heinzmarketing
Five keys to full-funnel marketing
Do the math (quantify what success looks like)1
Create a clear customer profile2
Map the sales and buying process3
Embrace revenue responsibility4
How will you measure it?5

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One slide to rule them all

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Only two sales stages matter

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Why is selling so hard today?

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Is it how we sell….
….or how they buy?

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Impact on the entire lifecycle

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What has changed?

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Five customer changes impacting your success

@heinzmarketing
Your customers are:
1. Busier than ever

@heinzmarketing
Your customers are:
1. Busier than ever
2. Self-educated

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When do they call you?

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Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical
4. Distrustful
5. Jaded

@heinzmarketing
Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical
4. Distrustful
5. Jaded
6. A lot like you!

@heinzmarketing
How do you break through?

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The buyer’s journey

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The Challenger Model

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Let’s not pretend this is new…

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Based in CEB research

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1. How you sell is more important than what
you sell

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2. Challengers teach, tailor & take control

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3. The value of your insights trumps
the quality of your product

@heinzmarketing
4. Be memorable, not agreeable

@heinzmarketing
The Pipeline Development Framework
Target Market
Sales Cycle
Team
Message
Reach
Enabling
Technology
Metrics of Success

@heinzmarketing
Target Market
Sales Cycle
Team
Message
Reach
Enabling
Technology
Metrics of Success
Plan & Understand
Execute
Measure

@heinzmarketing
Pipeline Development Framework:
Plan & Understand
Target Market
Sales Cycle
Team
Message
Segments, Ideal Customer Profile(s), target & prioritized
accounts, personas, qualification criteria, list building
Length of time, number of meetings, decision process,
buyer journey, deal size (how people buy)
Roles and responsibilities, skills structure, hand-offs,
prospecting->engagement->closing->onboarding
“Point of view”, value proposition, subject matter expertise
(need/outcome), trust validation

@heinzmarketing
Pipeline Development Framework: Execute
Reach
Enabling
Technology
Phone, email, social, IRL, events. The playbooks and
outreach flows to contact prospects.
Contact details, automated outreach/nurture, deal tracking

@heinzmarketing
Pipeline Development Framework: Measure
Metrics of Success Contacts created, leads generated, opportunities created,
connect rates, conversion rates, revenue contribution

@heinzmarketing
Target Market
Sales Cycle
Team
Message
Reach
Enabling
Technology
Metrics of Success
Segments, Ideal Customer Profile(s), target & prioritized
accounts, personas, qualification criteria, list building
Length of time, number of meetings, decision process,
buyer journey, deal size (how people buy)
Roles and responsibilities, skills structure, hand-offs,
prospecting->engagement->closing->onboarding
“Point of view”, value proposition, subject matter expertise
(need/outcome), trust validation
Phone, email, social, IRL, events. The playbooks and
outreach flows to contact prospects.
Contact details, automated outreach/nurture, deal tracking
Contacts created, leads generated, opportunities created,
connect rates, conversion rates, revenue contribution

@heinzmarketing
Pipeline Development Maturity Model
Initial Ad-Hoc Defined Managed Optimized
Target Market
Lack of clearly defined target
market and Ideal Customer
Profile (ICP), no personas
Limited/assumption-based
approach to
market/customer. Limited to
no qualification criteria
defined
Ideal Customer Profile
defined, personas defined
and articulated
Known accounts, defined and
agreed to qualification
criteria, defined and
confirmed personas
Iterative approach to target
account identification,
dynamic personas,
qualification criteria drives
targeting
Sales Cycle
No known or defined
repeatable approach
Ad hoc approach &
understanding of how
customer buys
Understood time and
decision making process,
friction remains
Known and articulated buying
journey, enablement focus
Selling process aligned with
buying process, all known
friction removed
Team
Undefined roles and
responsibilities, no skills
mapping/development
Major functional roles
defined, high churn, low
performance
Roles, responsibilities, and
competency profiles defined
and operational
Responsibilities and hand-offs
known and operational, team
is performing
Aligned team structure,
career path and skill
milestones
Message
No unified message and/or
compelling value proposition
Confusing and disorganized
message, no consistency and
company-centric
Defined messaging and
positioning mapped to
audience, speaking to market
and needs vs. feature/benefit
Content editorial calendar in
place, major trust validation
content in production,
defined industry “point of
view”
Versioned strategic
messaging framework
approach, content editorial
calendar speaks to customer
need/outcome
Reach
One-off bulk emails, direct ask
outreach
“Every person for themselves”
with no coordination
Sales playbook(s) in place but
used for reference vs.
execution
Coordinated efforts among
email, phone, online, offline
channels
Integrated and executed
outreach “plays” across
channels
Enabling Technology
Limited to no real technology in
place. Basic email, phone,
spreadsheets
Individual purchase decisions
drive technology, low
utilization, no integrated plan
Major categories purchased
and in place, some
coordination among teams
All current tools configured
and utilized to justify
expenditures
Technology aligned with
process, approach in place to
test new tools
Metrics of Success
Random and inconsistent
measurement
Individual teams and
contributors track and
promote their metrics
Major categories tracked but
bias towards actions vs.
outcomes
Alignment around creating
opportunities and revenue
contribution across all
activities
Full funnel measurement and
accountability

@heinzmarketing
Benchmarking Your Current State

@heinzmarketing
Conduct a Predictable Pipeline Review
1. Ideal Customer Profile defined and approved?
2. Target personas for all involved in buying process?
3. Messaging by audience?
4. Compelling positioning?
5. Content mapped to funnel stage?
6. Internal sales process defined?
7. Aligned metrics and incentives?

@heinzmarketing
Measurement expectations
• The right metrics
• Can you buy a beer with it?
• Operational vs. executive dashboards
• External impact
• Profit center vs. cost center mentality
10/4/2019rketing, Inc
Workbook – pg12

@heinzmarketing
Housekeeping
• The deck is yours
• If it looks like a spreadsheet….
• Want the two day version? Let me know…
• Want the workbook behind this? Email me at

@heinzmarketing
Thank you!
Matt Heinz
President, Heinz Marketing
@heinzmarketing

How To Build a Predictable Pipeline (B2B Marketing Expo Keynote Deck)

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