This document provides an overview of creating an inside sales process. It discusses attracting leads through inbound and outbound strategies. Marketing qualifies leads to pass to sales development representatives, who set appointments. Sales representatives then close deals to achieve quotas. The process aims to scale qualified leads from marketing to sales to renewed business. Automation tools support each step for attracting, engaging and closing customers.

1. Inside Sales Playbook
@vidfluent

2. Michael Pollack
CEO, Vidfluent
mike@vidfluent.com
@mrpollack
Ancient History:
Product and Sales @ Acq’d By
Founder, CEO and Sales @
Product and
Sales @ Acq’d By
Mobile PMM @
Mgmt Consulting @
Video for Sales Teams

3. Thank you!

4. How do you create an inside
sales process?
<#>

5. Process
People
Technology

6. Attract
Engage
Close
Just about every
successful B2B
sales process
looks the same

7. The biggest
difference is
where the effort
is applied
Inbound Outbound
Automation Qualified Leads (AQLs)
Business Won
Sales Qualified Leads
Marketing Qualified Leads (MQLs)
SALsSGLs
Marketing
Qualification
Attract

8. Attract
Engage
Close
CRM

9. Attract
Close.io
Close
But there’s also…

10. Inbound
• Everything that’s not a cold call
• Search, SEM, PR, Organic,
Referrals, Content Marketing
(ebooks, etc), Social- sourced,
etc
• Results in “warm” leads

11. Inbound Tools
• Marketing Automation (sit tight)
• Perfect Audience
• Buffer
• Uberflip
• Moz.com

12. Outbound
• Cold call
• Cold email
• Cold Invite

13. Outbound Tools
• Data.com
• Datanyze
• SalesLoft
• Salesvue
• Connect and Sell

14. Marketing Drives Demand
Goals for MQLs, SALs, or SQLs
Marketing Owns:
• Outbound & Inbound
Eventually broken into specialized
functions:
• Content Mktg
• Demand Gen
• SEM/ Paid Media
• Social Media
• Events
• SEO
• SDRs/BDRs
(more later)

15. Don’t find customers
for your products,
find products for
your customers.
–Seth Godin
Inbound Outbound
Automation Qualified Leads (AQLs)
Business Won
Sales Qualified Leads
Marketing Qualified Leads (MQLs)
SALsSGLs
Marketing
Qualification
Attract

16. Marketing Qualification
BANT vs. GPCTBA/C&I*
Basic Marketing Qualification
• Demographic
• Title
• Industry
• Company
• Revenue
• Size
• Behavioral
• Pages Visited
• Content Engagement
• Email Activity
Budget
Authority
Needs
Timeline
Goals
Plans
Challenges
Timeline
Budget
Authority
Negative
Consequences
Positive Implications
Hubspot’s full logic @ bit.ly/1M7aMPR

17. Marketing Automation
• Hubspot
• Eloqua
• Pardot
• Marketo
Increasingly
• Outreach.io
• Mailchimp
• Quickmail.io

18. Inbound Outbound
Automation Qualified Leads (AQLs)
Business Won
Sales Qualified Leads
Marketing Qualified Leads (MQLs)
SALsSGLs
The sales department
isn’t the whole
company, but the
whole company better
be the sales
department.
–Philip Kotler
Marketing
Qualification
Attract

19. SDR Team
• Lots of innovation happening here
(more on that in a few)
Classically it’s about:
• Goal: Appointments per month
• Hire a manager once you have more
than five SDRs

20. SDR Process
• Pre-Sales
• Appointment Setters /
Qualifiers
• Separate from Closers at scale

21. Inbound Outbound
Automation Qualified Leads (AQLs)
Business Won
Sales Qualified Leads
Marketing Qualified Leads (MQLs)
SALsSGLs
Plans are worthless,
but planning is
everything.
–Dwight D.
Eisenhower
Marketing
Qualification
Attract

22. Set the flow up correctly!

23. Sales Tools
• Salesforce, duh.
• InsightSquared
• ToutApp/Yesware
• Vidfluent
• Data Cleaning (Metadata.io,
leadspace
• Lots and lots of tools!
Metadata.io

24. Your Sales Team
• Closing Reps (AE’s)
• Goal: Annual / Quarterly Quota
• Sales plan is driven by
Marketing’s ability to scale
demand
• Inside (central) or Field (on the
ground)

25. Inbound Outbound
Automation Qualified Leads (AQLs)
Business Won
Sales Qualified Leads
Marketing Qualified Leads (MQLs)
SALsSGLs
Marketing
Qualification
Attract
Boom, crush. Night,
losers. Winning, duh.
-Charlie Sheen

26. It’s all about the Renewals, baby
• SaaS revenue is
generated via LTV, not
one-time purchase
• Handoff to CSRs and
AM’s
• Intercom.io, Totango and
Gainsight can help

27. Questions?
@vidfluent