Page 134 - The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million - PDFDrive.com

The teams were not as aligned as we had hoped. The Sales team preferred active
free trials. However, the way the SLA was structured, the marketing team was
better off focusing on product collateral downloads. As precise as our approach
to the Marketing SLA was, it did not account for the fact that different prospect
actions reflected different stages of the buyer journey. The process needed to be
refined.
To account for the different qualification levels of leads, we focused less on the
raw number of leads generated and more on the implied dollar value of leads
generated. Here is how we engineered each lead's implied dollar value:
1. For each buyer state, we calculated the average rate at which these leads

converted to customers.
2. For each segment, we calculated the average purchase price for each

customer generated from these classes of leads.
3. We then multiplied the conversion rate by the average purchase price. This

simple arithmetic exercise yielded the dollar value of each lead in that Buyer
Persona/Buyer Journey segment.
Figure 12.1 illustrates the conversion rates, purchase prices, and resulting
implied lead values for all buyer states established in Chapter 11.

Figure 12.1 Foundation for the Marketing SLA
With the implied dollar values of leads established, the Marketing SLA was no
longer based on a raw number of leads, but instead on an aggregate implied lead
dollar value. For example, the Marketing team did not need to deliver 1,500 mid-
market qualified leads to the mid-market sales team. They needed to deliver $12