How to Get Marketing to Find Deals that Are Amazing ‘Technical Fits’
As a presales leader, here’s how to get marketing to find deals that are amazing ‘technical fits’.
STEP 1: Define your ‘technical fit’ Attributes.
Is it your prospect’s hosting environment?
Their database?
Or, other aspects of their tech stack?
Is it the amount of data?
The number of users?
Or, some other aspects of size and scale?
Is it their maturity with a particular business process?
And so on.
STEP 2: Start capturing Attribute data.
Your presales team captures Attribute data throughout the technical evaluation.
Warning… your presales tooling must enable easy data capture without getting in the way.
When presales tooling gets in the way, presales teams find ways around it.
Then you are getting partial data (at best).
Garbage in, garbage out…
Don’t let that be you!
STEP 3: Analyze your Attribute data.
With data in hand, time to analyze!
Time to learn which Attributes are correlated to technical fit and which are not.
Time to learn which Attribute values define a GOOD technical fit vs. a BAD technical fit.
Example: Technical Win Rate is 34% higher when Hosting Provider=AWS, Database=Postgres, and Process Maturity=Advanced.
Example: Technical Loss Rate is 17% higher when Hosting Provider=On Premise, Database=SQL Server, and Process Maturity=Low.
This is gold!
Time to share with the rest of your organization.
STEP 4: Share your findings with your VP of Marketing.
Many teams will want your presales data, including sales, product, support, post-sales, and marketing.
Today, you decide to share it with your VP of Marketing.
Your VP of Marketing directs the marketing team and marketing spend towards leads that are GOOD technical fits.
Marketing effort and spend is shifted away from leads that are BAD technical fits.
Better leads flow into your TOFU.
Your presales team starts closing more deals, more quickly.
The C-level suite is VERY impressed.
Presales looks good.
Sales looks good.
Marketing looks good.
Well done!
Do you want to help marketing drive more lead flow into your TOFU so you can close them? Talk to one of our presales experts about about how Homerun can help. Click here to get started!
