Learn how to automate your sales in a straight-forward way using the latest software and organizational frameworks.

1. Sales Automation
Engineering
that actually makes sense

2. Here’s what the typical sales
process looks like:
1. Lead generation
2. Nurture cycle
3. Conversion
4. Delivery & Followup

3. Here’s what people usually do
instead:
1. Lead generation Blitz valuable prospects
2. Nurture cycle [Nothing]
3. Conversion Take the money, think less and
less about the relationship as time goes on
4. Delivery & Followup Delivery (no followup)

4. No wonder leads get
dropped.

5. and no wonder people
think this stuff is
complicated!

6. To automate your sales,
you need to have:
1. A defined sales process
2. Metrics Installed
3. Traffic

7. Rule #1:
You can’t automate a non-process

8. Non-process: A collection of actions or
decisions that change based on
circumstances or parties involved

9. A non-process is:
1. Unscalable
2. Non-transferable
3. Non-optimizable

10. Rule #2:
You can’t optimize a process without data

11. Every process has steps. Each step
has a conversion point.
Measuring your conversions and other metrics at each step
of your sales cycle will allow you to improve it going
forward.

12. Every process has steps. Each step
has a conversion point.
Measuring your conversions and other metrics at each step
of your sales cycle will allow you to improve it going
forward.
Without this data, you’ll be blind in making changes to your
cycle and unable to determine whether they’ve worked
after you make them.

13. there are 2 main metrics
to optimize:
Impression Metrics
Engagement Metrics

14. let’s look at an example

15. A local contractor’s website
There are 3 entry steps to this contractor’s sales cycle. It
begins on his website...
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation

16. Impression Metrics
This is data that tells you who is SEEING your outreach.
This data is collected at the beginning of each step.
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Traffic
Time on site
Bounce rate
Open rate
Click-through rate
Rate of getting them on the
phone

17. Engagement Metrics
This is data that tells you who is ENGAGING with your
outreach.
This data is collected at the end of each step.
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Email delivery rate
Rate @ which they call YOU
Rate @ which YOU call them Win rate

18. Here’s what we’re collecting now...
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Email delivery rate
Rate @ which they call YOU
Rate @ which YOU call them Win rate
Traffic
Time on site
Bounce rate
Open rate
Click-through rate
Rate of getting them on the
phone (outbound)

19. look complicated?

20. here’s how it’s
simplified...

21. All of this stuff is automatically
collected.
Enter email &
phone into
website
Send confirmation &
enter into nurture
sequence
Reach out over the
phone to schedule a
consultation
Email delivery rate
Rate @ which they call YOU
Rate @ which YOU call them Win rate
Traffic
Time on site
Bounce rate
Open rate
Click-through rate
Rate of getting them on the
phone (outbound)

22. All of this stuff is automatically
collected.
Enter email &
phone into
website
Traffic: 50 visits/day
Time on site: 2m07s
Bounce rate: 60%
Send confirmation
& enter into nurture
sequence
50% open rate
12% CTR
Reach out over the
phone to schedule
a consultation
57% reached on
phone
97% email deliverability 5% inbound / 90% outbound
30% win rate

23. so what’s used to collect
& analyze it all?

24. short answer:

25. not you.
:)

26. the software
Email automation
Sales/CRM

27. Here are the tools I recommend:
Email automation
● Mailchimp (recommended)
● AWeber
● Constant Contact
● Infusionsoft
● Ontraport

28. Here are the tools I recommend:
Sales & CRM
● Insightly
● Pipedrive
● Salesforce
● Infusionsoft
● Ontraport

29. When combined, these 2 types of
tools will be able to provide all of
these:
1. Lead generation (Email & Sales/CRM)
2. Nurture cycle (Email)
3. Conversion (Sales/CRM)
4. Delivery & Followup (Email & Sales/CRM)

30. popular combinations...

31. Mailchimp + Insightly
$17 per month
Email opt-in & automation
Sales tracking

32. AW ProTools + Pipedrive
$59 per month
More advanced autoresponders
More advanced sales pipeline tracking

33. All-in-one
More flexible & integrated
More expensive ($200+ per month)

34. my recommendation...
(at least when you’re just getting started)

35. Mailchimp + Insightly
$17 per month
Email opt-in & automation
Sales tracking

36. Mailchimp & Insightly
Mailchimp’s automation platform has substantially
improved and will provide you with the functionality you
need.

37. Mailchimp & Insightly
Mailchimp’s automation platform has substantially
improved and will provide you with the functionality you
need.
Insightly will give you all of the CRM functionality you’re
looking for, at least when getting started.

38. Mailchimp & Insightly
Mailchimp’s automation platform has substantially
improved and will provide you with the functionality you
need.
Insightly will give you all of the CRM functionality you’re
looking for, at least when getting started.
Only after you’ve gotten comfortable with their functionality
should you opt for an all-in-one solution.

39. Once you have them set up...
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing

40. most people do the
following:

41. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing

42. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing

43. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing

44. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
6. Drive traffic to your site with ads & content marketing

45. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
Install, never check it
6. Drive traffic to your site with ads & content marketing

46. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
Install, never check it
6. Drive traffic to your site with ads & content marketing
They do lots of this!

47. most people do the following:
1. Lay out your sales cycle
2. Identify your impression & engagement metrics
3. Write a (minimum) 4-part autoresponder series for email
opt-ins
Skip this
so they can’t do this
Assume this is too complicated
4. Integrate your email & sales/CRM system into your
website opt-in form
Assume this is too
complicated
5. Install Google Analytics on your site to measure traffic,
etc.
Install, never check it
6. Drive traffic to your site with ads & content marketing
They do lots of this! Not so much

48. Let’s take a look at this again...
1. Lead generation
2. Nurture cycle
3. Conversion
4. Delivery & Followup

49. Let’s take a look at this again...
1. Lead generation
2. Nurture cycle
3. Conversion
4. Delivery & Followup
All of this has to be
planned BEFORE the
lead generation step.
Think AHEAD of
where your prospect
is going to be and
PREPARE their
experience before
they get there.

50. Sales Automation
Engineering
that actually makes sense

51. want to chat about your
business?
www.danjrussell.com

52. @danjruss
www.lifeinsixth.com