optimizing your sales stack in 2016

3 STRATEGIES FOR OPTIMIZING YOUR SALES

STACK AND ACCELERATING SALES IN 2016

Today’s Speakers

Gabe LarsenDirector of Strategy

InsideSales.com

@GabeLarsenglarsen@insidesales.com

Matt BehrendCo-Founder & CSO

DemoChimp

@MattBehrendmatt@demochimp.com

AGENDAAccelerating your sales growth in 2016 will depend on how well you understand and execute three strategies: • How to use specialization to organize your inside

sales team• The steps for developing a seamless inside sales

process• Building your sales tech stack for 2016

MAPPING OUT A SPECIALIZED INSIDE SALES ORGANIZATION

HENRY FORD

Specialist vs Generalist

7ptHigher close

rate InsideSales.com

Demand Generation

Inbound Inquiry

OutboundMM & Geo

List Purchasing Operations

Sales Engineer

Sales Engineer

Self-Sourcing

Inside Sales MM & Geo

Channel Mgr

Social Selling

Channel

Event

Inside Sales ENT & Geo

Field Sales

Client SuccessMM & Geo

Client Success ENT & Geo

Client Success Field

OutboundENT & Geo

OutboundField & Geo

Sales Engineer

Sales Engineer

ImplementationMM & Geo

ImplementationENT & Geo

ImplementationField

Product Support

Expander

Expander

Expander

Expander

Inbound Response

Demand Gen

SDR Sales Client Success

Demand Generation

Inbound Inquiry

OutboundMM & Geo

List Purchasing Operations

Sales Engineer

Sales Engineer

Self-Sourcing

Inside Sales MM & Geo

Channel Mgr

Social Selling

Channel

Event

Inside Sales ENT & Geo

Field Sales

Client SuccessMM & Geo

Client Success ENT & Geo

Client Success Field

OutboundENT & Geo

OutboundField & Geo

Sales Engineer

Sales Engineer

ImplementationMM & Geo

ImplementationENT & Geo

ImplementationField

Product Support

Expander

Expander

Expander

Expander

Demand Gen

SDR Sales Client SuccessInbound Response

THE PATH TO SPECIALIZATIONGeneralist

Account MgmtSales

CloserLead Gen

Out In Geo

SuccessGrowth

1

2 2

3 3

455

6 6

Area of Concern

Area of Concern

Demand Generation

Territory Manager

Client Account Manager

Outside Channel Manager

Channel Development Reps

Product Specialist

Renewals Team Customer Service TeamRenewals Portal

Customer Account Team

Direct Marketing TeamVAR

Generates leads

Part

ner o

r Pas

s Big

ger D

eals

Partners for specific areas

Work with large VARs

Partner with TM to support VAR Opps

Part

ner o

n ch

anne

l dea

lsPartner to expand

channel

Qua

lify

Ups

ell O

pps

Close Deal

Current Sales Structure

Demand Generation

Territory Manager

Client Account Manager

Outside Channel Manager

Channel Development

Reps

Product Specialist

Renewals Team Customer Service Team

Renewals Portal

Customer Account Team

Direct Marketing TeamVAR

Part

ner o

r Pas

s Big

ger D

eals

Partners for specific areas

Work with large VARs

Partner with TM to support VAR Opps

Part

ner o

n ch

anne

l dea

ls

Partner to expand channel

Qualify Upsell Opps Close Deal

Phase OneFuture State

StructureSalesDevelopment

Generate Leads

Set Appointments

Leads:Tradeshows,

web, chat

Accounts:Current Clients

Micro Team US Team International Team <30 Min Team

Generate Opps through webinars

Demand Generation

Tyler

Hand Raisers & Assign

Orientation

Account Rep Early Pay-Off Team

Vanessa

All other leads: assign

CURRENTSALES

STRUCTURE

Area of Concern

Area of Concern

Micro Team US Team International Team

Generate Leads through webinars

Demand Generation

Orientation

Account Rep Early Pay-Off Team

Qualifier Team

Auto-Dupe, Score & Route

PHASEONE FUTURE

SALES STRUCTURE

Live Transfer/Set Appt

DEVELOPING A SEAMLESS PROCESS

I’VE NEVER MAPPED OUT MY SALES PROCESS BEGINNING TO

ENDSays Everybody

Sales Process

25%Of companies have no documented or

adopted sales process CSO Insights

Current State Sales Process

Phase One: Lead/List

Acquisition

Phase Two: Contacting Cadence

Phase Three:

Qualification & Close

Referral Request

(duplicates, etc.)

ResearchGoogleSales

NavigatorSFDC

Notes/History

First Dial+ VM

+ Email

ContactYES

ContactLater

Make notes in Notebook/

Tasks/Calendar to follow up

YESInterest

NOInterest

Contact NO

Account StatusVM

(Email)

AttemptAgain

Done

Needs Assessment/Qualification

More timeNeeded

Done

Save notes in SFAssign to appropriate

group

Presentation

Notes into

SFDC

Contacts

Review folllow-upsAdditional research

Plan out future contact periods

Task Mgt Time

Close

Data Research

Data Cleanup

SecondDial Varied

LeadSources

VM / Email

Notes in SFDC / Follow—up

forms

ContactYES

Contact NO

Check calendar / Thumb through follow-up forms 10-15 min

10-20 min

Task Mgt Time

Metrics Inefficiently

Tracked2-3x

Persistency:attempted contacts

Calls/Day

Lack of Immediacy

First touch: Email

40

Calls/Day

8X

AccountsSalesforce

Quick notes check

AttemptContact

ContactYES

ContactLater

Call back using PowerDialer™

YESInterest

NOInterest

Contact NO

Account StatusVM

(Email)

Done

Needs Assessment/Qualification

More timeNeeded

Done

Save notes in SFAssign to appropriate

group

Create Opportunity

Presentation

+20%

Persistency:attempted contacts

Contact Rate

60+

Calls/Day

Real

-tim

e an

alys

is,

Prio

ritize

d Li

sts

PowerDialer™

LocalPresence™

Engagement Tracking: Vision™

Gamification

+20

NeuralView™

+4.5

3 mins

Research Time

Call back using PowerDialer™

PowerDialer™

KEYS TO MAPPING YOUR SALES PROCESS

- Know functional areas- Map “as is”- Find strengths and

weaknesses- Create future state- Have governance structure

Website

Chat

Deal Reg

Tradeshows

SF Routing

SalesForce

Pardot

Hot/Card

Cold/Scan

Nurture

Activity

Export Talk to Sales

Import/Assign Queue

No Activity

Stay in Pardot

View Lead Queue

Change Owner

Find Duplicates Research

Client Account

Team Leads

Phase One

Attempt Contact

Partner

Direct

InterestedTM

Not interested

Call Back

No Contact

Status: Unqualified

+ Why

Good

SF Task/Outloo

k

Log a

Call

Bad

Ask Manic Questions

Add notes to activity

history

Convert

Create Acct and

Opp

Merge with existing

AcctAsk about

Partner

No AcctAcct Find a

partner

Find partner contact

Work Opp Stages

Closed Pending

Customer Service

Phase Two Phase Three

Initiate Chat No lead

Lead

Enter into SF

Hand to TM

Open FavReports

Sort by last

activity

Open multiple

tabsCheck history (No Opps, No

Dupes)

Don’t do anything

InterestedCAT

Ask basic questions

Log a Call

Create a lead

Access lead

Change Owner

Set Appointment

Hold Appointment

Good

Bad

Don’t call

BUILDING YOUR SALES STACK IN 2016

WHY?EXAMPLE TECH STACKSTEPS 1 - 6

(CONFUSED IMAGE, BULLETS WITH MISCONCEPTIONS AND COMMON QUESTIONS “WHERE TO START?”)

WHERE TO START??

EXAMPLE TECH STACK

CRMDashboard/Analytics/PredictingData ProviderCommunicationDemo AutomationTraining/CoachingCustomer Success

A TECH STACK PROCESS

Step 1: Map it out

Step 2: Key activities and metrics

Step 3: Find tech

Step 4: Prioritize and Buy

Step 5: Implementations

Step 6: Repeat

MAP IT OUT My process

KEY ACTIVITIES

AND METRICS

Key Activity Key Metrics / Output

Managing Customer Records Segmentation, Forecasting

Measuring Everything New Bookings, Expansion Rev

Creating and Appending Lists Data Quality, Connections

Calling, Emailing, Social Dials per day, Lead Velocity

Demoing / Stakeholder edu. Close Rate, Sales Cycle

Coaching Production Per Rep

Managing Adoption / Implem. Usage, Time to Value, Churn

FIND TECH

I’m looking for a solution to …

(Key activity or metric here)

PRIORITIZE AND BUY

Tiered buying strategyClick level walk throughEffect on CXContractsPilot vs Phases

IMPLEMENTATION

Change ManagementDedicated testing teamBaseline Metrics/Targets/ActualPitfalls

REPEAT

RESULTS AT Outbound: 25 TQOs / Rep / Month

Inbound: 50 TQOs / Rep / Month

SMB AE: $75k / Rep / Month

Up from 12

Up from 20

Up from $30k

6 PART BLOG How to manage your tech stack

@MattBehrend