It wasn’t too long ago that sales “technology” described an Excel spreadsheet, a Blackberry or Palm device, a fax machine, and (maybe… just maybe) a Salesforce.com account. Meanwhile, sales and marketing alignment didn’t exist and the majority of new business was closed thanks to face-to-face meetings. Today, nearly two-thirds of the population in the United States now owns a smartphone, and a growing percentage of customer engagement happens digitally: According to Gartner Research, by 2020, 85% of customer relationships will be managed without customers and companies ever meeting in-person. Learn how organizations can empower sales teams through the use of marketing technology and, ultimately, drive revenue.

1. Brooke Crosley of Crosley, Inc.
Lori Grass of Right On Interactive
Sales Empowerment Through
Marketing Technology

2. Brooke Crosley
President, Crosley, Inc.
Brooke started Crosley, Inc. in January 2015 after almost
10 years of experience as a sales trainer and leadership
coach with Caskey. Previously, she worked in sales with
Langham Logistics for almost 11 years. Brooke works with
sales teams and leaders to get the highest ROI on their
biggest investment - their people.
Lori Grass
Vice President of Sales & Alliances, Right On Interactive
Lori Grass joined Right On Interactive in 2012 with over 20
years of sales experience. Prior to, she was vice president
of sales and marketing for Tri-Auto Enterprises, a national
automotive marketing software firm.

3. Agenda
Sales landscape is changing1
2
3
4
5
6
Visibility
Measure
Selling beyond the lead
Questions

4. Past

5. Present
Customers reported to being nearly 60 percent through
the sales process before engaging a sales rep,
regardless of price point.
*Google
and
CEB
research
report,
The
Digital
Evolu:on
in
B2B
Marke:ng

6. Future
By 2020, 85% of customer relationships will
be managed without customers and
companies ever meeting in-person.
*
Gartner
Research

7. Embrace Marketing Technology – It’s Not Just For The Marketer
Web
site
analy:cs
Customer
Rela:onship
Management
systems
Marke:ng
Automa:on
Solu:ons
Customer
Lifecycle
Marke:ng
What’s the Answer?

8. Benefits To Sales
-Customer engagement
-Marketing effectiveness
-Relevant conversations
-Right people and right time
-Accountability for sales reps
-Opportunity pipeline reality
Visibility
Act
Measure

9. Visibility
Website analytics, email activity

10. Act
• Alerts to Sales
– Web analytics reports: automate daily to team
– Email opens and clicks: set up reports in CRM
– Bounce emails: batch report to sales inbox
– Source: social, blog, partner, media outlet, search
• Sales Responses
– Identified: courtesy call
– Anonymous: research & cadence
– Opens/Clicks: be relevant – not creepy
– Bounces: prospect!
!

11. Act

12. Measure

13. 13
It’s NOT all about leads!
It’s 6-7x more costly to attract a new customer than
it is to retain an existing customer.
80% of your company’s revenue will come from just
20% of your existing customers.
The probability of selling to an existing customer is
60-70%. The probability of selling to a new prospect
is 5-20%.

14. 14
Many MA platforms still base their design and
application on a purchase or purchasing funnel
developed by E. St. Elmo Lewis in 1898.
Consumer and business buying processes have
changed drastically. The Internet, online reviews
and social media have impacted on how we’ve
made purchasing decisions in the ’80s, ’90s and
today.
Outdated Approach
Traditional Marketing Funnel Today’s Buying Process

15. 15
The Journey
Customers
For Life

16. 16
1
2
3
It’s all about engagement
Brooke’s A-ha Moments
The top of the funnel is a dead zone
Trust your gut and the data

17. 17
Lori’s A-ha Moments
1
2
3 Importance of a great questioning strategy
A good sales rep likes to be measured – not hide from it
People rarely argue with their own conclusions

18. 18
Questions?
Brooke Crosley
brooke@crosleyinc.com
www.linkedin.com/in/brookecrosley/en
Lori Grass
lgrass@rightoninteractive.com
www.linkedin.com/pub/lori-grass/13/66/b71/en