Page 130 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

developing the inbound-oriented tactical skills that work best. You can start to
experiment with the right lead volume per salesperson and start scaling that team
accordingly.

The one pitfall you need to avoid is the excuse from the inbound team that they
can't hit their goal because the marketing department is not delivering. Even the
inbound team needs to be empowered to hit their goal regardless of marketing's
performance. There are a few ways to do this:

1. Keep closers as generalists and specialize only the appointment setters by
inbound versus outbound strategy. The closing salespeople deal with all
opportunities generated, and can allocate their time based on where they (and
their appointment setters) are seeing the most action.

2. Provide each inbound salesperson with a set of named accounts that they can
work in addition to the inbound demand that is coming in.

To Recap, when implementing an inbound
sales and marketing revenue machine

Marketing needs to:

1. Filter the leads. Avoid passing all inbound leads to Sales.

2. Avoid the lead scoring trap. Use a Buyer Persona/Buyer Journey matrix
to decide when to pass leads to Sales.

Sales needs to:

1. Call low, and then call high. On the call, scrap the generic elevator pitch.

2. Prioritize prospecting by engagement, not call cadence or alphabetical
order.

3. Consider specializing the team by inbound or outbound.