Cold Calling Sales Marketing Automation

Let's compare cold calling sales with and without marketing automation.

Sales and Marketing Automation Expert Henrik Rudberg has written this whitepaper:

6-page Whitepaper on How to Best Organize a Sales Organization
–with examples of the Cost of a Sales Call and Cost of Sales.
This is how you get it:

The whitepaper primarily discusses the different kinds of organizations, their associated costs, and it will also describe what parts in the sales process that you can automate.

You'll get it together with Henrik's three day e-mail school on Marketing Automation. It means you will discover how to automate your marketing with one "class" per day arriving via e-mail for three days.

Leave your name and e-mail address here to get the whitepaper and the first "class" of the e-mail school directly:

The short version of Cold Calling & Marketing Automation

Let's say you work with cold calling via phone or e-mail with a follow-up meeting, and you have a very efficient organization pushing the very limits of what can be done with both "inside sales" meeting bookers and external sales representatives, likely in a ratio of one booker per two field-sales. The maximum they'll be able to perform is four meetings per day for each sales guy, totalling 40 meetings per week for a team of 1+2 booker/sales guys, and they can do it 43 weeks of the year for these three give or take some holidays.

The total cost for having one sales call in such an efficient organization would then be €140. Considering most organizations would not be that efficient, I think the real cost is actually around €300 for most organizations. Some Googling on Internet also provides some similar numbers from $120-$330 for ultra-efficient sales organizations, and then assumes no benefits & no holidays.

The whitepaper discusses these types of costs in details for different kinds of organizations. The essence of where marketing automation can help you in cold calling is that sure enough, its web-lead-generation-capabilities alone may get you more leads to handle in total, but even more importantly if you just take cold calling and not the web into account, it will be able to give you both a pre-qualification and an automated follow-up to provide feedback on the lowest hanging fruit also over time, so you'll know you're working hotter leads and thereby can close more sales at a lower cost. The latter stems from the following findings:

The typical outcome of the typical sales call is that:

• 2/10 meetings will be "hot", and they're basically handled by themselves since a good sales guy won't drop these opportunities.
• 6/10 meetings will be "good vibrations meetings", but whatever excuse makes it impossible to do something right now.
• 2/10 meetings are a bit of a waste of time.

Furthermore, only about a third of "good vibrations" meetings will ever lead to becoming "hot" if just the sales guy is to control the follow-up. Here is the biggest win, as there will be as many as another third that you will be able to spot having grown into being more ripe as time goes by using marketing automation.

7% will be no-shows or late-cancelling. We've seen this can be reduced to 4% as recipients will really feel more committed having been primed by the pre-meeting information.

Also, about 5% do cancel, but since they've now come to understand it will be a waste of both parties time, you can be sure the absolute majority of these would never have become your customers, or would at least have been so hard sells it rarely is worth the cost of sale anyway. This means you save the expense and it reduces time spent in vain.

Some common questions:

How much job is this to do?

You'll be amazed to see it's quite much of child's play over it, but we will help you schedule about an hour for updating your sales staff, and you should set aside about four hours for an interview with your sales or marketing manager and/or possibly with your area expert in order to put the process in place. Once it's in place, there's no real change in behavior necessary, why you'll see that it's actually put to good use directly!

Will this replace my CRM-system?

No, we don't need to replace any CRM-system. In fact, it's far easier than if you compare it to the process of not just installing, but also educating and getting a good workflow by using CRM-systems. Don't get us wrong, CRM-systems are great for organizing your contacts, and we will gladly help you integrate with any CRM-system be it Salesforce, Microsoft Dynamics CRM, SugarCRM or any other CRM-system if you think that is necessary for your internal work-flow, but it's generally not even needed to get the help from Marketing Automation, and it's always something you could add later if you wish.

Is it the same system I would use also for Web Lead Generation and Event Follow-Up?

Absolutely, there is no extra cost associated with using the system for all three areas if you use them, so it's rather something we encourage you to do!

Get a free phone consultation to discuss if marketing automation is something for you:

Contact us on +46-31-31 34 370, or e-mail us»