the new science for optimizing your tech sales reach with n3, insidesales + siriusdecisions

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Tim KillenbergSVP, Sales + Marketing

Kerry CunninghamSenior Research

DirectorMike Plante

CMO

Today’s Speakers

Outsourced Inside Sales for technology + software

Sales acceleration platform built on a predictive and prescriptive self-learning

engine

Global b-to-b research and advisory firm

© No part or process to be used without permission.

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• This session will be recorded.

• Questions? Please enter them in the chat window. We will answer them at the end of the presentation.

• If you experience technical issues (e.g. screen freeze or audio issues), please use the chat window to make our team aware.

Quick Notes About Today’s Session

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4The Technology + Software Landscape Is Constantly Changing

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5As Technology Innovation Accelerates, So Does Innovation In How Technology Is Marketed + Sold

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6The New Science For Optimizing Your Sales Reach

Technology as Catalyst for Change

Automation + Acceleration

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7The New Science For Optimizing Your Sales Reach

Value vs. Volume

Value + Volume

Value @ Volume

Optimizing Your B-to-B Reach

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

Management

The Eight-Factor Model of Lead DevelopmentThe most effective lead development organizations optimize

around the eight key disciplines that comprise the function.

Job Design

Measurement

Development Selection

Culture

Targets Execution

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© 2016 SiriusDecisions. All Rights Reserved

Most Lead Development Calls are Ineffectual

of live connects last less than 3 minutes88% The average call with a decision-maker is just

over 4 minutes 4.2 of outbound calls result in no progress toward qualifying a lead50

%

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

ExecutionPlaybooks support teleprospectors in each of the critical

aspects of the job, especially in working with gatekeepers and intermediaries.

Stopping at voicemail renders the initial call a total waste of time

Playing tricks on or bullying gatekeepers = winning the battle at the expense of winning the war

95% of teleprospector calls end with neutral or negative outcome

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© 2016 SiriusDecisions. All Rights Reserved

Not Talk-time, But Long Calls

LDR Winning Percentage is the percentage of combined wins and losses that were wins (qualified leads).

Talk-time does not help identify what makes a rep successful

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Talk-time and percentage of long calls are nearly unrelated

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Calls over 3 minutes % Winning Percentage

Total Talk Time

32%

2%2%

Reps who consistently engage prospects also convert them

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© 2016 SiriusDecisions. All Rights Reserved

Performance Measurement As Communication

Words Typed

Monday 125Tuesday 175Wednesday 150ThursdayFriday

If your job were measured like this….

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

The Eight-Factor Model: MeasurementMeasurement should account for the key milestones along

the path to producing the end result, focusing on conversations as the key intermediate goal.

Attempts Blocks Conversations Genuine Dialogs

TxL

End Goal

Calls longer than 3 minutes

As % of Attempts

As % of ConversationsAs % of Attempts, Conversations, Dialogs

Engaging Prospects

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

Execution: The New World of Prospect OutreachToday, many buyer/seller dialogues take place largely or

entirely through electronic media, but each channel has its own norms and rules of engagement.

Contact DiscoverySynchronous vs. Asynchronous

Opportunity Research

Prospect Outreach The telephone is a purely synchronous medium and is perceived by many as disruptive

• Synchronous communications involve live two-way interactions

• Asynchronous communications allow a delay between receipt of a communication and response

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

Execution: The New World of Prospect OutreachToday, many buyer/seller dialogues take place largely or

entirely through electronic media, but each channel has its own norms and rules of engagement.

Schedule live conversations

Qualify leads

1. Establish relevant prospect role first.

2. Offer value before asking for time or information.

3. Don’t simply ask for a phone call – earn the right and be prepared to engage electronically.

Rules of Engagementvvv

v

Contact Discovery

Opportunity Research

Prospect Outreach

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

Execution: Selecting and Matching Tactics to ProspectsCarefully consider the key facets of planning, preparation,

execution and optimization to maximize outbound prospecting success.

Phone and Social Outreach

MAP | SFA

Known visitors

Retiredprospects

Anonymous visitors in MAP

Predictive Filter

Email sequence

Digital Outreach

• Responders• High-propensity

non-responders

• Phone• Twitter• InMail• Communities

Human-Directed

Net new• Third party• Predictive

+Targeted display by IP

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

The Role of Advanced Analytics/ PredictiveFive distinct predictive applications can be used to select and

source high-propensity targets, and match them to marketing and sales tactics.

OptimizationExecutionPreparationPlanning

Teleprospect(Outbound)

Tele-qual(Inbound)

Account-Based

Predictive models• Ideal customer

models•Profile and behavior

• Tactic matching

• Account monitoring

Select: MAP and SFA accounts, contacts

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Match: Contacts to best-fit tactic and message

3Engage: Accounts for calls

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Alert: Monitor target accounts, alert account teams

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Machine learning continuously improves prospect models

2 Source: Net new accounts, contacts

Multi-touch, integrated tactics and programs• Email• Display

• Social• Phone

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

Poor Conversion: Contact EngagementFrom determining when and how often to call, to the style of

language to use, machine learning is driving efficiencies in the ability to engage contacts.

From when to call… To how often to call… To what to say…

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

Acme

Template: Wins

Acme

Predictive Sourcing: Building a Look-Alike ModelLook-alike modeling works by generating a big-data profile of

high propensity targets to use as a template for identifying net new matches to the template.

Lost

Predictive Model

MAP

SFAWeb Traffic

Customer Experience

3rd Party Attributes/ Intent

Addressable Market

Won

SiriusPerspective:

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© 2016 SiriusDecisions. All Rights Reserved

Too Many: PrioritizationPrioritization models work like look-alike models,

mathematically comparing known prospects to an ideal and prioritizing accordingly.

Results fed back into model for continuous improvement

Aggregate multiple individuals to accounts

Acme

Individuals take actions, enter map

Predictive Model

MAPSFA

Web TrafficCustomer Experience

3rd Party Attributes/Intent

Using Predictive to Optimize Reach

Science + Data = Revolutionized our Personal Lives8AM7AM6AM5AM 12PM 6PM 8PM9AM

?1PM

?

Elements Of a Winning A.I. Solution

ApplicationMath Data

BestProspect QualityWorst

Effort

Clos

e Ra

te

NO-LIFT A.I.

BestProspect QualityWorst

Effort

Clos

e Ra

te

APPS INCREASE PRODUCTIVITYIncreased Capacity

DevelopGame Plan

AlwaysAccessible

ProfileTargets

Introducing PlaybooksSell more through personalized engagement

KnowWHOto sell to

Companies People

(in or out of the CRM)

KnowHOW

to engage them

(beyond email and phone)

KnowWHAT

to say and sell

(personalize to gain access and loyalty)

KnowWHENto engage

Be Persistent

Current Practice

1.5Attempts

Best Practice

6-9Attempts

Lift

3xInitial Contact Rates

Establish Cadence

Current Practice

noOutreach Strategy

Best Practice

10dOutreach Strategy

Lift

26%Increase in

Appointments

Motivate

Current PracticeManual

WhiteboardsCash & Prizes

Best PracticeReal-Time

Points Leaderboard

Lift

38%Increase in Sales

Activities

PREDICTIVE PLATFORM ACCELERATES REVENUE

IncreasedRevenue

15% - 30%

© No part or process to be used without permission.

37

Tim KillenbergSVP, Sales + Marketing

Kerry CunninghamSenior Research

Director

Thank you for attending. Time for Q+A

Outsourced Inside Sales for technology + software

Global b-to-b research and advisory firm

Mike PlanteCMO

Sales acceleration platform built on a predictive and prescriptive self-learning

engine