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Sales Enablement Delivers More Than $40 Million of New Sales Opportunities

Posted by Doug Davidoff

Mar 31, 2016 5:00:00 PM


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Imagine was awarded a HubSpot Impact Award for Sales Enablement for their ongoing work with MacNair Travel Management. Keep reading to learn more about the incredible results Imagine and MacNair have achieved with a modern demand generation strategy powered by HubSpot's marketing and sales platform!

 

 

 

MacNair-horizlogo-notag.jpgMacNair Travel Management provides travel management services to middle-market associations, government contractors and private companies. Over the years, the company has transitioned from a neighborhood travel agency to a $60 million travel management company.

For years, MacNair was able to grow using the traditional professional services growth playbook. Provide a superior solution, take great care of your clients and customers, and build relationships within their desired market. This approach allowed MacNair to consistently grow through intense disruption (airlines stopped paying travel agencies commissions and more than 1/3rd of travel agencies have disappeared in the last 15 years) and two intense recessions.

However in 2014 and 2015, MacNair hit a growth plateau and their playbook was no longer working. They simply weren’t generating enough qualified sales opportunities to generate enough business that would allow them to maintain, let alone accelerate, their revenue growth.

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Topics: Inbound Marketing, Sales Development, Demand Generation

7 Objections to Implementing a Sales Development Approach

Posted by Doug Davidoff

Mar 22, 2016 2:30:00 PM

sales-development-objections.jpgAs we’ve written about before, growth-oriented companies have a serious lead management problem. As more money is being invested in lead generation strategies, the chasm that exists between marketing and sales is becoming more prevalent. Marketers, who for the last several years were heros for multiplying lead volumes, are now being challenged on the actual revenue impact of those efforts.

While sales executives are buoyed by growing customer budgets, they are finding that the sales effort needed to win the business is mushrooming. A recent research report highlights that winning a B2B sale in 2015 took 52% more touches than 2014 and the sales cycle lengthened by 32%. This means that hitting revenue targets is harder and more expensive.

In response, leading companies are changing the playbook they’re following to attain growth. A core piece of that new playbook is the implementation of a dedicated sales development team to bridge marketing and sales.

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Topics: Sales Development, B2B Sales Strategy

Not Enough SQLs? What's Your Sales Cadence?

Posted by David Fletcher

Feb 24, 2016 5:00:00 PM

sales-development-cadence.jpgOne of the most important ways to keep your sales development reps (SDRs) focused on growing their pipeline is by using a sales cadence. Now, if you are not familiar with this term it simply means a defined schedule indicating when reps should reach out to the prospects that they are pursuing. Every sales organization has a slightly different approach depending on the tactics they are using but a typical cadence may include calls, emails, social media activities, webinars, or all of the above. The important thing is that a cadence exists. Defining your sales cadence and sharing it gives sales managers and executives a certain level of comfort knowing that the SDRs are taking the necessary steps to accelerate leads through the buying process.

Often, as we begin to talk to our customers and prospects about a sales development program, they ask how many times an SDR will contact each lead. There is no magic number. At Imagine, we design a sales cadence based on the client, their goals and the content that will be used to support the sales effort.

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Topics: Sales Development

How Combining Inbound Marketing With Sales Development Created Traction & Growth

Posted by Doug Davidoff

Dec 23, 2015 4:00:00 PM

MDX_with_tag_1.jpgThe Multifamily Data Exchange (MDX) is a competitive intelligence platform for the multifamily industry. The exchange gathers data from companies across the industry – irrespective of which systems they operate – and puts it in one place, to be shared among subscribers in the form of benchmarking reports.

Until MDX, it was literally impossible to accurately benchmark the performance of a property or set of properties against an appropriate set of competitors. This made managing a business like playing a competitive sport without keeping score.

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Topics: Inbound Marketing, Sales Development, Demand Generation

3 Things I Learned in my First Year as an Inbound Marketer

Posted by Stacy Bouchard

Dec 22, 2015 2:30:00 PM

LessonsLearnedPost.jpgIn my last position as a marketing manager for a small manufacturing company, I was charged with lead generation. It was the first time in my career that I was directly responsible for it. In the other industries I had been in, that responsibility fell to the sales or business development department. It was really my first opportunity to directly influence lead generation.

It didn’t take me long to realize that the status quo approach was not producing the results necessary to grow. I started to conduct research to help me identify the most appropriate way for a small, B2B manufacturing company to generate leads. That research led me to inbound marketing.

I was fascinated by the concept. The methodology, as a whole, re-lit my passion for marketing. The more I learned, the more I wanted to be an inbound marketer.

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Topics: Inbound Marketing, Sales Development

Is Cold Calling Dead?

Posted by Doug Davidoff

Dec 3, 2015 3:00:00 PM

is-cold-calling-dead.jpgIn 2009, I wrote a post that got some provocative responses asking the question Is It Time to Kill The Cold Call? On Tuesday, I commented on a post on HubSpot’s sales blog by Leslie Ye, Wake Up, Cold Callers: 6 Reasons I’ll Never Buy From You. Clearly the last eight years have not settled this topic. One only need look at the comments to see the passion – and difference – of opinions.

The message of the post was that cold calling doesn’t work (or at least rarely works) because, “Cold calls and emails are annoying, interruptive, and rarely useful. And it’s no wonder: With more information available to buyers and sellers than ever before.”

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Topics: Lead Generation, Inbound Marketing, Sales Development, Demand Generation

How To Design Your B2B Prospecting Approach to Achieve Consistent, High Value Results

Posted by Doug Davidoff

Aug 24, 2015 2:30:00 PM

b2b-prospecting-flow.jpgA couple of weeks ago, I was asked a question in a forum I participate in about how we build our target lists and organize our outreach efforts. We probably spend more time than most contemplating these issues, as we not only implement this for ourselves, but for a number of clients as well.

As I shared in a post recently, the key to success in virtually any endeavor is clarity around “the plumbing” of the process. So before I focus on the actions we take, I’m first going to highlight some key issues in setting up a foundation to succeed in your outreach efforts.

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Topics: Lead Generation, Sales Development

Lead Nurturing Aligns Sales Development and Inbound Marketing

Posted by Doug Davidoff

Jul 9, 2015 4:30:00 PM

Using-Lead-Nurturing-to-Align-sales-development-and-inbound-marketing.jpgEarlier this week, I had the opportunity to speak with Kyle Porter, CEO of fast-growing SalesLoft, a software company in the sales acceleration space dedicated to making sales development reps (SDRs) more efficient, smarter and successful. SalesLoft is doing great things for the movement, and if you’re looking to enhance your sales efforts, I highly encourage to check out their content and their product.

This post, however, is not a testimonial for Salesloft. Rather, Kyle asked me a question that’s had me thinking since the conversation. He asked how I thought sales development and inbound marketing related to one another. My response (as you may have read here) was that they are two pieces designed to work together to solve the same problem.

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Topics: Inbound Marketing, Sales Development

The Third Discipline: Bridging B2B Sales and Marketing

Posted by Doug Davidoff

Mar 23, 2015 2:00:00 PM

b2b-sales-marketing-alignment-1Last week I shared the results of some fairly extensive research into the attributes of companies that scale growth. One aspect that I didn’t mention, but that is inherent in scaling growth is the focus and importance they place on developing and maintaining the alignment between sales and marketing.

The vision that most executives have about how sales and marketing works looks like this. Marketing “builds the brand,” creates awareness and drives interest and leads. Seamlessly the sales team picks up these leads and makes instantaneous contact where the prospect welcomes them for a meeting. That meeting quickly turns into a proposal that is readily accepted and funded. Growth becomes effortless.

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Topics: Lead Generation, Sales Development

The 5 Keys to Building a Sales Development Team

Posted by David Fletcher

Mar 12, 2015 5:00:00 PM

Building_a_sales_development_teamA strong sales development team is a great way to quickly increase revenue. These reps focus on taking unqualified leads and contacts, putting them through a qualification process and moving them through the sales funnel.

What can happen when you have a strong sales development team nurturing leads for your sales reps? Studies show these benefits:

  • Nurtured leads generate almost 50% more revenue than non-nurtured leads.
  • Nurtured leads generate this revenue at 33% less cost.
  • Overall, companies focused on qualifying leads see an increase in revenue of at least 10% within only six to nine months.

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Topics: Sales Development, B2B Sales Strategy