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5 Steps To Creating A Lead Gen Machine & The 
Predictable Revenue That CEOs Love




           Twitter: @brianjcarroll   @motoceo

              Twitter Hashtag: #b2bleadgen

                      Sponsored By:
From A Salesforce.com Alum:

5 Steps To Creating A Lead Gen Machine & 
 The Predictable Revenue That CEOs Love




                                            2
About Aaron Ross

 • High school coding geek (NASA)
 • Stanford Undergrad + GSB dropout
 • CEO of LeaseExchange: ‐$5 Million
 • Ironman Triathlon, Boulder Outdoor Survival School
 • Created Salesforce.com’s Inside Sales Leadgen Team (& 
   $100 Million In Recurring Revenue)
 • ‘Entrepreneur‐in‐Residence’ at Alloy Ventures ($1B)
 • Author, “CEOFlow: Turn Your Employees Into Mini‐CEOs”

     Now: I consult with companies on creating predictable 
     revenue & sales.

                                                              3
Created A $100M Inside Sales Team At Salesforce.com

 A“Cold Calling 2.0” process and team that helped increase recurring
revenue for Salesforce.com by $100 million & grew F5000 bookings by
                           more than 60%




                                                                 4
And Years Of Consulting/Advising




                                   5
“Build A Sales Machine” Client: WPromote


Michael Stone, VP Sales, Wpromote
#1 ranked Inc500 Search Marketing Firm:
• “Working with Aaron Ross has been nothing short of 
   amazing…
• His methods produced a profitable and scalable new stream 
   of predictable revenue. 
• We saw at least 40+% new business growth. 
• Deal size is still growing. 
• We’re getting in the door with big brands like Overstock, 
   AT&T, IBM, etc. – people that would have never come to us. 
• The best part is, we had a blast while doing it!”

                                                                 6
Book Coming Fall 2010: “Predictable Revenue”


                           Early reviewer comments:
                            “entrepreneurial crack”,
                           “I couldn’t put it down”, &
                              “freaking awesome”


                         Register for a free excerpt at:
                         BuildASalesMachine.com/book




                                                         7
A Wave Of Change




                   8
What Works In Sales Has Changed



          1.0                            2.0
   All salespeople prospect     Dedicated prospecting team
   ABC / Always Be Closing      Is there a mutual fit?
   Measure activities (Dials)   Measure results (qualified leads)
                  Cold calls    Research, referral calls
        Manipulative selling    Short and sweet text emails
     CRM hurts productivity     CRM multiplies productivity
      Long letters & emails     Authentic selling




                                                                9
5 Steps To A Lead Gen Machine & Predictable Revenue…



1. Discover Your ‘Unique Genius’
2. Distinguish Your Leads: ‘Seeds, Nets & Spears’
3. Specialize Sales To Ensure Every Lead Gets The 
   Attention It Deserves
4. Build An Outbound Sales Machine (Cold Calling 2.0)
5. Become Indispensable To Your CEO




                                                    10
STEP 1

 Discover Your Unique Genius, 
“Your Purpose, Translated Into 
  Customer Success & Trust”


                                  11
What Is Your Purpose, & How Is It Different?




                                               12
Customer Trust => Extraordinary Growth




                                         13
Unique Genius Attracts Results


 1. What is your purpose that is bigger than 
    you?
   – If your company is on the cover of BusinessWeek
     for changing ____, what did you do?
 2. Do you only say it or do you LIVE it?
   – Salesforce.com “No software”
   – Zappos: “Provide the best customer service 
     possible”
   – Google: “Organize the world's information and 
     make it universally accessible and useful”
                                                      14
Forget About What You “Do”


• Customers care less about what you do than 
  the results you create
   –   “We are the leading application platform for widget 
       integration on the social graph…blah blah”
• My example: 
   –   “I am a sales & management consultant” vs. 
   –   “I help companies create predictable revenue” & “I help 
       leaders turn their employees into Mini‐CEOs”




                                                                  15
Homework


• When someone asks “What do you do?”, pretend 
  they asked “How do you help customers?”
• What is your Ideal Customer Profile?
• Talk to your customers & ask them:
   –   What difference have you made to them?
   –   Why did they do business with you?  
   –   Why do they continue to do business with you?
   –   Why would they refer others to you?




                                                       16
STEP 2

Distinguish Your Leads:
“Seeds, Nets & Spears”



                          17
Distinguishing Lead Types




                            18
Distinguishing Lead Types




                                          •Lower volume
                                          •Highest value/lead
•Lower volume                             •Harder to increase
•High value per lead
•Medium work to increase
•Grew Salesforce.com
Revenue 60%!


                             •Higher volume
                             •Low value per lead
                             •Easiest to increase


                                                                19
Example Nets Funnel
 ___ Website           MARKETING
   Visitors
           __% Conversion


                  ___ Leads                      SALES
                (Registrations)
                                              DEVELOPMENT
                            __% Converted



Cost per Lead                      ___ Qualified
    $___                              Leads
                                            __% Accepted


                                                   ___ Qualified                           SALES
                                                   Opportunities
                                                            $___ Avg /Oppty
    __ Lead Qualification Reps
     per __ Leads per Month
                                                                   $___ Pipeline
                                                                              ___% Close
                __ Account Execs per $__
                   Pipeline per Month              Sales Cycle
 20                                                Length ____                  $___ Bookings
Example Spears Funnel (Cold Calling 2.0)


                              Define Ideal Target Profile

  Prepare                       Add Target Accounts

                                    Add Contacts


                     Send __ Cold Emails / Make __ Mapping Calls

                         Work Responses (9% Response Rate)
  Prospect
                                __ Call Conversations

                              __ Demos/Appointments



 Begin Sales                    __ New Opportunities
   Cycle
                                   __ Closed Deals


                                                                   21
STEP 3

Specialize Sales Roles To Ensure 
Every Lead Gets The Attention It 
            Deserves



                                    22
Layers Of The Onion




                      23
Critical Success Factor: Specialize Four Sales Functions



  Organic &        Frontline                                    Customer
Marketing Leads      Sales                  Sales               Success


                  “Outbound”




                            Qualified               New
                  “Inbound” Opportunities           Customers




                                                                      24
3 Keys To Making Contact


1. Train salespeople to be “business people 
   who can sell, not sales people”
   – Use role‐playing
2. Keep initial emails/vmails short & relevant
   – Make it about giving them value, not about you
   – If they pick up: “Did I catch you at a bad time?”
3. Propose a specific time to talk
   – Wrong: “Reach out when you have time”
   – Right: “Are you free Thursday at 9a PST?”

                                                         25
6 Step Qualification Call Agenda


 “Did I catch you at a bad time?
 1.Introduction (SHORT)
 2.Be curious
 3.Current challenges? 
 4.Position your solution
 5.Probe/confirm/qualify
 6.Next step recommendation

               Total Time < 20 minutes
                                         26
The Simplest Ways To Nurture Leads


• Two SIMPLE options that require < 4 hours
   – An email newsletter (email out your blog posts)
   – Hold a monthly webinar (or teleseminar) 
• Guidelines: 
   – Share your expertise ‐ TEACH them something 
     beyond your product
   – How can you help them do their job better?
   – Be interesting / authentic (don’t be boring)
• More trust = more sales
                                                       27
STEP 4:

Build An Outbound Sales Machine
        (Cold Calling 2.0)



                                  28
29
You’ve Been Doing It Backwards


      Cold Calling 1.0             Cold Calling 2.0

1. Cold CALL               1. Cold EMAIL
                               (9% response rate)
2. Cold Email              2.  Warm call people who 
                               respond (internal referrals)




                                                       30
Prospecting Emails: Less Is More



  1. You can get a 9%+ response rate asking 
     for referrals
  2. State simply why you are reaching out –
     and be honest! (In every way)
  3. Make the first email SHORT & SWEET: 
     easy read & respond to on a blackberry



                                               31
5‐Step Outbound Process




     Ideal
                       Build    Run Email      Sell The       Pass The
   Customer
                       List     Campaigns      Dream           Baton
    Profile


      Highest        Import     Generate      Connect       Seamlessly 
     Revenue           Into     Internal       Their        Handoff To 
    Potential &    Sales/Mar    Referrals     Need To          Quota‐
    Close Rates       keting                Your Solution     Carrying 
                    Systems                                 Salesperson




                                                                          32
STEP 5

Become Indispensable 
    To Your CEO



                        33
Law Of Reciprocity


 • If you work to make others successful, they 
   will work to help you succeed
 • Do you know what’s important to your CEO? 
    – It’s not leads
 • All quality CEOs care about:
    1.Money (Revenue, finance, metrics, investors)
    2.People (Attracting, developing, turning them into 
      Mini‐CEOs)


                                                       34
CEO Sweet Spot




                 35
The CEO Is The Pebble In The Pond




                                    36
What’s The Value Of…


• A clear, step‐by‐step plan to create predictable 
  revenue?
• The ability to repeatedly source sales‐ready leads 
  from ideal clients who aren’t calling you?
• The ability to attract and develop driven sales 
  talent?
• Peace of mind and freedom of predictable results 
  and self‐managing systems?
Contact


   Best address for speaking, consulting or 
   partnering:
  info@pebblestorm.com or 
  emily@pebblestorm.com



          (My personal email: aaron@pebblestorm.com) 


                       Thank you!
                                                        38

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