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Steve Hays of InsideSalesTeam.com and Henry Schuck the CEO of Discover Org share operational best practices for building a high caliber inside sales organization.
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Get
The game
Unlimited reach
Cross team
success
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ZMake your claim & plant your flag
xCutting edge tools to scale the play
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It’s all a Game Play to Win
[ In ]
Steve Hays
Henry Schuck
Todays presenters Get in the Game – How to Launch or Re Launch an Inside Sales Play
Inside sales team
New york
www.insidesalesteam.com
Discover org
Washington
www.discoverorg.com
They’ll see you now™
We do the research. You make the sale.
You’ve identified a “viable” market to pursue
You have assembled a team capable of executing the play
No half measures.
You have built a business model that calculates the true costs and justified the expense
You have been honest during the analysis phase. ( #s, capabilities, past history )
Everyone has agreed to check baggage at the door ( no grudges, no shame )
Pre ignition assumptions Check these first
Fish where the fishing is good
Lead Scoring
I
• What do we want to sell • Who are we trying to sell to • What are they buying from us • Who has bought from us • Why did they buy from us • What accounts look like our current
base• What is our ideal target and can that be
profiled in some meaningful way • Can we segment A-B-C and 1-2-3
• Likely to buy and when
Are our existing accounts targets for up sell / cross sell opportunity
Are our known contacts relevant to what we want to sell now
Can we revisit our previous losses, stalled deals and stuck or abandoned leads
What does our customer base tell us about our future targeting approach
Do we have enough data to build a look alike model
If previous experience is not relevant to future plan what else can we look to for best practices and guidance
If data doesn’t tell our story can we find data that is directionally accurate to other “non data” items ( healthy co, fast growth, dynamic, security minded )
Ideal profile + Lead Scoring Things to Consider
data in B2b =location in Retail
Database Build Out
Build – Buy or Both
Ii
• What sources are available to us based on the models we built
• Titles, roles, verticals, size, competitive technology in place, geography, budgets
• What is the % match ( cos. + contact ) • What’s the effort to improve “close
match” data ( time, cost ) • How does data integrate with our current
systems + sales process • How do we keep it fresh ( shelf life )
If building out the database causes a major delay and you’ve already taken on costs to run a team it’s a major problem – Is time an issue – is cost clock already running
What’s the competition doing while you’re building out database
Who is going to keep the data fresh ( honesty is key here )
Is a directionally accurate database better than no database ( hybrid model )
- ideal company, ideal referrer
What aren’t you able to do without good data
What are you going to do anyways that will be wasted $,time, energy & emotion
What’s the emotional / motivational impact of bad data on inside sales & marketing
With good data do we need fewer people + can we do cooler things
database build Buy BothThings to Consider
Discover Org Hands On
“How it Works”
Segments+ Content
Iii• Build content to match targets • Identify variables between segments,
titles, roles, competitive landscape • Stage content to match process and
ongoing lead scoring • Never enter an account through only 1
door
Campaign + Conversational Content is Key
Don’t forget to arm and train the reps on their own messaging as well
Customize as much as makes sense ( vertical, titles, situational )
Map the lead management process to Content Delivery & Cost
Right content, right time, right investment
Give reps ability & training to deliver great content at right time
Measure what gets used, and effectiveness of content
Don’t let reps make excuses for lack of content if they’re not using it
Automate as much as humanly possible ( you don’t want 100 freestyle writers )
Integrate in CRM as much as possible
segmentation+ contentThings to Consider
something coolIntegrated Direct Mail from
Salesforce.com
High End Direct Mail at Right Time
What’s old is new again?
GoalsMetricsreporting
iVSet realistic goals based on current realityMake sure you can measure key metrics Iterative wins are key #s drive coaching #s drive content refinement #s drive targeting enhancements Reports, dashboards, field customizations
Competitive Install Base ID
Competitive Contract Expiration
Product + Service Provider
Install Dates
# of Users
Modules in Use Today
Plans for Future Use ID
Product Perception +/-
Detailed Conversation Notes
Precise Nurture Path
Data discipline wins
Gamification Keep it Fun
Gamification Keep it Fun
Gamification Keep it Fun
Account Names Blocked
WeeklyProgramreview v
Review of program results vs. goals Sales activity & conversion rates Trending Analysis Marketing Content Review Lead source analysis Is focus aligned with goals Are results in step with expectationsChanges, action items needed
Inside SalesMarketing/
Field Marketing
Content Product Mangers
Sales Operations
/CRM
Mandatory yes or no? Is the content and agenda worthy of attendance?
Is our dashboard and reporting system in sync with our needs
Have we built crm in a way the reps will embrace and use the system
Are we providing feedback so crm isn’t a “black hole”
Does sales see marketing making use of the mandatory “things” they’re asked to do
Do we have enough data to make decisions on facts.
Is the data we’re tracking providing enough info ( fast enough ) to coach the reps.
Do we know what’s working and what isn’t and do we know why
Specific weekly agenda with who does what outlined
Stick to the facts and don’t chase excuses
It’s not personal. It’s just facts. Embrace the facts and take action.
weekly reviewThings to Consider
We use an an integrated dialer that has allowed us to increase volume and also track call results in a very effective manner. ( beyond dial counts )
We’ve used an email marketing suite for about 4 years now. It’s fully integrated with salesforce.com and allows us to run campaigns, score leads and launch conversational content on the fly at the rep level.
Discover Org is fully integrated in our salesforce.com instance. Our pitch rates have gone up, we’ve been able to do more with fewer resources and we’re investing more heavily in content development due to the success.
We use a gamification system integrated with salesforce.com. It’s now a must have culturally. It also gives us dashboarding tools we can’t get with sfdc.
Our technology, process, people, content development team, and data capabilities have earned us a seat at the table with our customers. We’re fully integrated.
Interesting items Possibly worth sharing
Inside sales & marketingThe Ultimate Team Effort.
x
Discover org – henry schuck
Phone 360-783-6812
Email [email protected]
www.discoverorg.com
Inside sales team – steve hays
Phone 716-222-0423
Email [email protected]
www.insidesalesteam.com
how to reach us
