Mark Perone on Data driven selling

Meet Mark Perone

Mark E. Perone is a forward-thinking, people-oriented Business Solutions Architect and Author. Mark’s colleagues and clients appreciate his motivational attitude, accountability, and focus on process to get things done. His career proves that personal optimism, professional empathy, and a willingness to collaborate is a recipe everyone can use to attain more.

But In addition to this, I want you to know – 

I am a pain in the ass. Sometimes it’s on purpose, most of the time it’s accidental. I learn through conflict, and I love learning. Overall, I hate failing and losing, so the more knowledge I have about something, the better I tend to be at whatever it is I am trying to understand. 

I am most definitely not a baseball fan and the Men’s College Basketball Tournament is not a big deal in my world. That said, if I am with people who celebrate these events, I am instantly engaged. People's passions from their perspectives fascinate me.

I respect determination above all else. Today I asked my daughter what type of girl she is. Among the strong, independent and smart characteristics she mentioned, she knows determination is the most important. I believe with enough time humans can do anything. This includes you and me!

A friend of mine once told me I relate everything to “building stuff.” It’s true; I’m grown from blue collar soil and have taken things apart and put them back together for as long as I can remember. Most of my business acumen has roots in process or mechanization. There is nothing more satisfying than creating a thing that works. I believe in activity leading to progress which, in my world, brings results. 

Much of my life has been spent in operations. I gravitate toward difficult people-challenges. If we create solid strategy for solving people's challenges, we will always succeed. In the evolving world of IT and human-driven processes the big buzzword is “Digital Transformation.” As I mainly focus on marketing and sales, most of my engagements revolve around solidifying processes leading to my 3 favorite words “Record-Setting Revenue” by creating success with CRM software.

The bulk of my efforts are focused on designing solid results-based assessments for my clients. At Rethink Revenue, we work to design front-office strategy, based on people processes, executed in software solutions. Much of this revolves around CRM or Customer Relationship Management and integrations. 

Reach out to me! I’d love to meet you and learn what you’re passionate about.

Industry standard CRM onboarding has a very high failure rate from the product perspective. The reason why is every CRM company on the planet sells their product to a company and those companies think that once they bu the product, it's going to be a break/fix situation. Something was broken. If I get this product, it will be fixed.

The reality of it is that you have to incorporate a strategy with tactics inside of it that people can use for system organization.

When we developed the customer journey framework, it enabled companies that were onboarding a CRM to understand their own business processes laid out in a piece of software that sequenced finding your targets all the way to close/winning your deals.

Over the last 15 years, we've worked with overall 155 different organizations to streamline their operations, decreased operational cost, and increased revenue to record-setting sales.

This concept of focusing on the results of the results of the implementation is where we differentiate ourselves. There's not another marketing or operations company on the planet that is comfortable saying, "What were your sales last year? We want to help you target the highest number your company's ever reached by implementing a CRM and showing you how to use it effectively."

That's crazy talk. Nobody signs up for that. At Rethink Revenue, we believe revenue is all about creating a systemsapproach to the way we think of things, and we start with the information our clients own is the most valuable asset the company can have. All of the features of the system are fine and good, but most of the time you don't need all of the features a CRM product offers for years after you buy the product. 

So what we do is try to start at the lowest cost product solution and grow your business into the systems that it can live on for the life cycle of the business.

In addition to this, when you go to sell an organization, business brokers like to see an assessment that shows you not only who you've sold to, but what the potential market is for you to sell.

So the idea here is that we not only reconcile your current customers, but we also put targets in the system that you're consistently marketing to on a multitude of channels.

This includes email, all the social media platforms that have high volume membership, LinkedIn, Facebook, Instagram ,TikTok, the internet itself, with Google AdWords, and YouTube.

The last major component to rethink revenue is that we realize finding those targets is very difficult. Organizations of yesteryear task their salespeople with determining who the business hsouldbe doing business with. this is an old school methong, and it adds a level of hire and fire to the sales division in an organziation.

So if you find yourself consistently hiring new salespeople and firing those low performers, we disvered that if the organization takes responsibility for its own targes and points marketing and sales at those organaitions that you wanna do business with tomorrow, next week, next month, next year, and five years from now, the entire trajectoris of selling changes. 

We help you provision perfect prospects, put them in a database for you, and then teach yo uhow to use all the channels that you want to incorporate into your marketing mix down into a feature benefit conversation. We focus on lead generation through a concept of How are we?

Explaining our specific benefit to our specific leads. This all happens after the marketing mix. this is how a lead comes in and this is where your sales 


Marketing & Sales Definitions

At Rethink Revenue, we believe success begins with a shared understanding of what marketing and sales are. Take a look at our definitions below. This is our starting place.

A user's ability to access data and use Infor CRM Network Client features. The system administrator creates a security profile for each user in Infor CRM Administrator, which determines each user's access rights within the Infor CRM Client.

A company with which there is a current or potential business relationship. Accounts are owned by an individual user, a team of users, everyone, or everyone (view only).

The user who is responsible for the account. The account manager does not have to be the account owner or a member of a team that owns the account.

A phone call, meeting, or other task (to-do or personal activity) that is scheduled and completed in Infor CRM.

Groups based on selected records. Unlike groups based on conditional statements, ad hoc groups are static. The records remain the same unless you add or remove records from the group.

A product that has been sold to your customer. Assets are the physical products the customer owns which may or may not be serialized.

A marketing initiative, such as a direct mail campaign set up by groups to focus on specific information. You can track which contacts or leads were included in the campaign and who responded to the campaign.

A Contact who has purchased and paid for at least one product or service from your company. There are rare occasions where contracts are signed but for various reasons a transaction is never completed. Because of that, a Prospect remains a Prospect until one transaction is completed and paid for and the Sales person remains responsible for him or her.

Notification of an activity where you are a member or the leader. You are notified when another user schedules an activity for you or when an activity that you are a member of is updated. If you are added as a member, you must confirm or decline the activity. If you schedule an activity with other members, you receive a notification when a member confirms or declines the activity.

An agreement which details specific support after the sale of a product.

A file of encoded information, stored on a user's computer, that identifies the user's computer during the current subsequent visits to a Web site.

A Suspect who has expressed explicit interest in exploring a business relationship between your two companies. This is a temporary, short-term state. A Lead should be qualified quickly by a sales person. There are three possible outcomes to Lead Qualification:

1) There is a valid Opportunity. The Lead is promoted to Prospect, an Opportunity is created, and the Opportunity is handed off to the Sales Team to manage.

2) There is not a valid Opportunity at this time but there might be in the future. The Lead is downgraded to Suspect, the reason noted in CRM, and he/she continues to receive marketing.

3) There is no valid Opportunity and likely never will be. The Lead is downgraded to “Do Not Market,” the reason noted in CRM, and the Contact is removed from all Marketing campaigns.

A tool you can use to find a specific record or multiple records that share a common characteristic (for example, accounts starting with "Ca").

Detailed information prepared for types of suspects, prospects and customers. These campaigns are created for focus on undiscovered accounts, suspects, prospects, partners for initial opportunities and recurring opportunities.

A toolbar located on the left side of the workspace in Infor CRM that contains the buttons that open the major view.

A lead or a suspect qualified with a future potential sale to an account or contact.

A user or team of users with access rights to an account. The two system teams are Everyone and Everyone (View Only).

A pick list is a list of values you can select from when entering data in a field.

A Contact going through your company’s Sales process. A Prospect must have a properly qualified Opportunity attached/associated to them. At the conclusion of the Sales process, a Prospect either becomes a Client (Opportunity was Closed/Won, Transaction Completed) or is downgraded to Suspect (Opportunity was Closed/Lost).

Group of Network Users on a local database in a branch office. The database synchronizes with the main office as a remote user would.

Users with a local database that send and receive database changes using synchronization. A remote user can work from a notebook or desk top computer. Each remote user’s computer is considered an Infor CRM Remote Client and is assigned a site code.

Infor CRM provides features tailored to support the remote user. Remote users can review the changes made to their database each time they synchronize using What’s New. With subscription, remote users can minimize their database size and the time required to transmit synchronized data by selecting the specific accounts and contacts they want to store locally. Agents provide a way for remote users to request reports that include data not stored on their local database.

A report is an organized presentation of data. As a management tool, a report is used to provide management with the insight it needs to run and organization.

Email and Marketing Automation Platform working to execute external communications 

Tracks products purchased by your accounts. Sales orders include information such as, the date the sales order was made, the date the sales order was promised to the customer and its status.

A Target who through successful Marketing has become aware of your company – you are Known to them - and opted-in to receiving additional Marketing from you by completing at least one value exchange. Suspects are NOT ready for a Sales discussion. Keep providing value and offering value exchanges to learn more about their needs while reinforcing your own identity and capabilities in relation to those needs.

A Contact who is a potential customer. Your company is Unknown to them (they have no idea who you are). Minimum information for marketing to a Target is first name, last name, and location. Use “light touch” marketing to introduce your firm and its value proposition. Try different offers/value exchanges until the Target completes one value exchange.

A customer inquiry or complaint. A ticket contains virtually all information necessary to report, investigate, and close an inquiry or problem.