Pipeline management There is no silver bullet

1. Pipeline managementThere is no silver bullet Luc Robijns

2. The Silver Bullet • A simple remedy for a difficult or intractable problem • Etymology: from the belief that werewolves could be killed with silver bullets. Pipeline Management

3. Why Sales Pipeline Management • Check out this formula • Inquiries x • Buying percentage x • Market share / number of competitors x • Follow-up percentage x • Average sales price = • SALES • Do the test with “ Super Solutions Company” • 100 x • 25 % x • 33 % x • 100 % x • 5.000 € = • 41.250 € • Where can you impact ? Pipeline Management

4. What Is Sales Pipeline Management • Pipeline management • a process that integrates product strategy, project management, and functional management to continually optimize the cross-project management of all development-related activities. • Sales pipeline management • leverage the efforts of all of those participating in business development • create accurate visibility into your future business • change the outcome by managing the components Pipeline Management

5. What Is SPM about • People • Clear roles for marketing – sales – administration • Processes • Doing the right things • Procedures • Doing them right • Profits • Preferably Pipeline Management

6. Mistakes in SPM • Not a team effort • Marketing does not tie their efforts to sales • Marketing does not qualify inquiries or opportunities • Unqualified inquiries sent prematurely to sales • Sales does not qualify inquiries or opportunities • Inquiries or opportunities are not graded • Follow-up is not 100% • Sales actions are not definitive enough • No A-to-Z reporting • No analysis • No ROI – ROMI – ROSI - … Pipeline Management

7. ROBI That’s the way. Plenty of business for me ! Pipeline Management

8. Managing The Process - Theory • Name the champion and stakeholders • Define : prospect / need / opportunity / lead / … • Define current processes and adjust if needed • Define the need and the steps for a need nurture process • Define profile questions • Define grades • Inform everyone involved • Stick to it • Do not forget to set clear objectives Pipeline Management

9. Managing The Process - Theory • Be clear about your objectives and understand which media & • channels work best for you. Pipeline Management

10. Managing The Process - Practice • Is this the type of company you want to work for • Are you talking to the right guy • Is there a clear need • Do they want to change / invest anyway • Is there a project owner • Is there a RFP • Is there a budget • Is there a timeline • How long will marketing nurture the opportunity • What is a “good lead” • How much is enough • When is the best moment for sales to take over • When will we set up a follow meeting Pipeline Management

11. People – Talk To Each Other Pipeline Management

12. Contact LUON Luc Robijns – business development director - partner lrobijns@luon.com tel + 32 2 68600 12 www.luon.com Stay updated on this year's hot marketing issues? Join the LUON.community and never miss an interesting marketing topic. Register now at www.luon.com All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights. They remain theproperty of LUON at all times. Reproduction in any form without prior written permission is prohibited. Pipeline Management 02 April 2014 | 12