Understanding which opportunities have the best chance of closing is essential ingredient in knowing where and how to apply executive pressure, price discounting and other last-ditch efforts to push deals over the goal line. This infographic examines the value of utilizing social relationships and user-generated content to improve the quality of B2B sales pipeline content, maximize deal closure rates, and avoid a quota-miss at the end of the selling period.
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How Best-in-Class Sellers Use Social Relationships to Build a Better Pipeline
1. Social Intelligence + Leveraging Connections = Sales Effectiveness
Best-in-Class vs All Others
Best-in-Class vs All Others
Percentage of Attainment
Enterprise Social Collaboration data supports the value of warm introductions:
Third-degree connections
NO ENGAGEMENT
7% 15% 6%11% 24%
NEUTRAL VERY ACTIVE
SOMEWHAT PASSIVE SOMEWHAT ACTIVE
12%
15% 30% 52% 29%
Social Graphs
TEAM
ATTAINMENT
OF QUOTA
SALES
FORECAST
ACCURACY
94%
87%
61%
50%
82%
74%
40%
53%
REPS
ACHIEVING
QUOTA
CUSTOMER
RENEWAL
RATE
Reps need to tap into changes in the profiles
of their target audience
CUSTOMER
RETENTION RATE
SALES
FORECAST
ACCURACY
REPS
ACHIEVING
QUOTA
Users of Trigger Events
All Others
66%
64%
53%
49%
48%
40%
53%47%
28%
Create more meaningful sales
conversations that address the
buyer’s overall business needs
Enhance sales prospecting,
nurturing, negotiating,
closing and executing skills
Increase deal size
and/or close ratio
The leading Best-in-Class
strategies for Sales Effectiveness
cry out for more in-depth
knowledge of the buyer
Best-in Class sellers use social relationships to build a better pipeline
QUOTES THAT
RESULT IN ORDERS
SALES-FORECASTED
WINS THAT ARE
EVENTUALLY LOST
60%
50%
40%
30%
20%
10%
Pipeline
management
requires
better art
and better
science
Best-in-Class
Industry Avg
Laggard
19%
21%
30%
52%
35%
37%
$$$$$
$$$$$$$
$$$$$$$
$$$$$$$
$$$$$
$ $ $ $
$ $ $ $ $
$ $ $ $
Leads from social media cost less and deliver more value
Closed a deal originated
through social media
Social media heavily
influenced a closed deal
38% BIC / 32% IA / 23% L
Social media moderately
influenced a closed deal
19% BIC / 21% IA / 7% L
BEST-IN-CLASS
57%
LAGGARD
24%
INDUSTRY AVERAGE
36%
$
How sales teams are leveraging LinkedIn
secure
warm
introductions
nurture
leads
prevent
deals from
stalling/help
deals through
thepipeline
save time on
prospecting
by filtering
masses
of data
uncover
hidden
connections
to valuable
prospects
find simple,
easy ways
to establish
trust with
prospects
How Best-in-Class Sellers
Use Social Relationships
to Build a Better Pipeline
100%
of Best-in-Class
sales organizations
provide social media
access to their
remote/mobile sellers
vs 60% industry average and 0% laggard