Sales Performance Solutions II Model Creates Path to ROI Selling

Author: Chuck Richard, Vice President & Lead Analyst

Whether they buy leads, new business development data, or advertising, B2B customers are comparison shopping and need a way to prioritize the new explosion of options they have on ROI conversion rate bases. The old practices of selling data services based on a price sheet and features or of selling ads on a rate card tied to circulation and CPMs fail to provide the information needed for an ROI-based purchase. Company information and B2B trade publishers can win these bake-offs if they adopt enhanced Sales Performance Solutions – analytics-laden marketing-services solutions delivering measurable ROI on new business development spending. This report greatly expands Outsell’s initial work on Sales Performance Solutions to include a focus on analytics, ROI evaluations enabling ROI-based selling, and marketing services. It highlights successful practitioners of components of this enhanced Sales Performance Solutions II model (SPS II), and includes:

- A market overview, including an update of Outsell’s Sales Performance Solutions (SPS) model;
- Market trends in new business development;
- A comparison chart listing nine companies that are executing selected components of the full SPS model;
- A look at up-and-comers and laggers, third-party solutions, and build and buy examples;
- Essential actions that are the core of the Sales Performance Solutions II model for publishers and information providers.

Open table of contents

Why This Topic?
Methodology
Market Overview

New Sales Performance Solutions II Model
CRM Integration Is Important But Not Sufficient

Market Trends in New Business Development

Feature One: Marketing Services
Feature Two: ROI-Based Selling
Feature Three: Analytics – Scarce Prerequisite Resource and Mindset
Good Bye, Features List Selling and Good Bye, Rate Card!

Sales Performance Solutions II Model In Use

Onvia: Marketing Services through Thought Leadership
Manta
Hoover’s
McGraw-Hill Construction
ThomasNet
GlobalSpec
IDG
TechTarget
Up and Comers and Laggers
Third Parties for Quick Sales Performance Solutions Kick Off
Build and Buy Examples

Essential Actions
Related Research

Tables & Figures

Figure 1. Outsell’s Original Sales Performance Solutions Model
Figure 2. Expanding Outsell’s Original SPS Model
Figure 3. SPS II Updated, Improved Model
Figure 4. Percent of Companies Using CRM Systems
Figure 5. Biggest Drawbacks and Problems in Buying Advertising
Table 1. Percent of Online B2B Marketing Spending on Company’s Own Website
Figure 6. Marketing Spending on Companies’ Own Websites
Figure 7. Total Online Marketing Spending Allocation
Table 2. Jigsaw ROI Selling Claims
Figure 8. Share of Online Marketing Spending on Lead Generation Methods
Figure 9. Percent Responding to Follow-Up Calls, Actual Follow-Up Practice
Figure 10. Top Metrics Most Critical for Small and Large Firms to Collect
Figure 11. Net Percent of Firms Increasing Marketing Management and Tracking Activities
Figure 12. Percent of Online Marketing Budget on Different Ad Types
Table 3. SPS II Model in Use by Publishers
Figure 13. ThomasNet Web Solutions Marketing Services
Table 4. GlobalSpec Rates for Display and Lead Generation Programs
Table 5. TechTarget Managed ROI Program