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High Lead Velocity with InsideSales.com and ActOn

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  • 1. Increase Lead Cycle Velocity and Close More Deals Raghu Raghavan, CEO, Act-On Software Dave Elkington, CEO, InsideSales.com #AOWEB
  • 2. What is High-Velocity Low-Friction? • Removing barriers – Internal • Real-time workflow • Real-time knowledge sharing – External • Multi-channel content delivery • Multi-channel conversation monitoring • Creating real marketing & sales alignmentCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 3. The Social Enterprise Changes Everything • Speed – Time to respond – Velocity to market • Openness – Highly integrated – End-to-end processes • Ease – Simplicity over complexity – Minimal support requirements • Everywhere – Communities not customers – Thought leadershipCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 4. Raghu Raghavan • Chief Executive Officer, Act-On Software • www.actonsoftware.com • (877) 530-1555 • rr@actonsoftware.comCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 5. Marketing Today • Must Be Agile & Nimble – Must adapt to fast-changing market conditions – Speed of planning & execution is paramount • Must Be Fully Integrated With Sales – Prospect info at both sales & marketing fingertips – Dynamic prospect engagement model • Must Do More with Less – Small marketing teams (SMT); big ambitions – Line-of-business people, minimal IT supportCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 6. Emergence of SMTs • Reflects the new Social Enterprise • Outgrowth of pervasive decentralization trend • Specialized roles based around Inbound/Outbound tactics • SMT Characteristics – Small companies or departments of large companies – SMB type budgets – Fortune 500 type marketing sophistication – Typically 10 people or less – Minimal IT / technical supportCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 7. What Do SMTs Need? • Enterprise software “consumerized” user experience – Expecting to see/use familiar consumer web & social media paradigms • To be up and running quickly – Cannot tolerate complex database implementation needs • To create content quickly – Should be as easy to use as Microsoft Word • To use all available marketing channels – Social media • Real-time business intelligence, out of the box – Multi-channel behavioral analysis & segmentation • Flexible business terms – Getting CFO involved is quickest way to slow things downCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 8. Explosive Growth = SMT Validation • Act-On Software was a late entrant to market • Act-On has quickly become an established player – Passed Pardot in Q2 2011 and Q3 2011 in number of new customers added – Passed Marketo in Q3 2011 in number of new customers added • Tripling in year-over-year revenue growth • Very short sales cycle (~30 days) • Negligible churnCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 9. Dave Elkington CEO | InsideSales.com www.insidesales.com 801.853.4090 delkington@insidesales.comCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 10. Copyright © InsideSales.com Inc. All Rights Reserved
  • 11. Copyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 12. Copyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 13. Copyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 14. • Cold Callers – Based on lead behavior and content consumption • SEs – For technical influence/service • Lead Response Reps – Continuously engage with your leads with appropriate information • Closers – Bringing them in from the cold • Demo Specialists – The critical closing tool in a virtual worldCopyright © InsideSales.com Inc. All Rights Reserved
  • 15. Copyright © InsideSales.com Inc. All Rights Reserved
  • 16. Copyright © InsideSales.com Inc. All Rights Reserved
  • 17. Inside Sales Market Size 2009 – 800K 2012 – 2.3MCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 18. Clouds are bringing rain Salesforce.com “grew their company for the first five or six years with a telesales or Inside Sales model.”  Marc BenioffCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 19. Inside Sales Efficiency ⅓ – ½ Cost What is your total targeted compensation for a fully What is your average inside salespersons annual productive inside salesperson? quota? >$1,000,000 23.6% < $250,000 $80,000 $70,154 30.2% $60,000 $40,000 $500,000 - $1,000,000 23.6% $250,000 - $499,999 $20,000 22.6% $0 $ Annual Targeted CompensationCopyright © InsideSales.com Inc. All Rights Reserved
  • 20. How to Structure Inside SalesCopyright © InsideSales.com Inc. All Rights Reserved
  • 21. Copyright © InsideSales.com Inc. All Rights Reserved
  • 22. InsideSales.com StructureCopyright © InsideSales.com Inc. All Rights Reserved
  • 23. Response Time Contact rates significantly Contact Rate 100x decrease from 5 min to 30 min drop off after 5 minutes Qualification Rate 21x decrease from 5 min to 30 min Contacted Leads Qualified LeadsSource: 2007 Original Kellogg/MIT Study, Dr. James OldroydCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 24. ResponseAuditTM Omniture Summit 2008 526 54.9% 54:06 1.74 Dreamforce 2008 124 53.2% 44:31 1.14 Dreamforce 2009 2,875 49:07 39.9% 41:07 1.07 Cloudforce 2010 472 30.7% 49:49 1.32 Leads Con East 2010 57 35.1% 56:05 2.00Source: InsideSales.com Response Analysis StudiesCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 25. Sales Go to the First Responder For inquiries submitted on the web 78% of sales go to the first company to respond!Copyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 26. ResponseAuditTM Omniture Summit 2008 526 54.9% 54:06 1.74 Dreamforce 2008 124 53.2% 44:31 1.14 Dreamforce 2009 2,875 1.22 39.9% 31:07 1.07 Cloudforce 2010 472 30.7% 49:49 1.32 Leads Con East 2010 57 35.1% 56:05 2.00Source: InsideSales.com Response Analysis StudiesCopyright © InsideSales.com Inc. All Rights Reserved
  • 27. % of Sales Closed by Call AttemptSource: InsideSales.com Internal StudyCopyright © InsideSales.com Inc. All Rights Reserved
  • 28. Thomas Oldroyd Sr. Dir. Marketing | InsideSales.com www.insidesales.com 801.854.9936 toldroyd@insidesales.comCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 29. Background/ Requirements • Tactical immediate results with Strategic goals • Integration with our High Velocity Sales model • Email basics plus: – Robust A/B Testing – In-depth Tracking and Reporting – Ease of use • Additional Lead Mgmt. & Marketing ToolsCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 30. Real Results – Lead to Sale • Immediate Response via Web Visitors • 100’s of Leads Per Week • A/B results: – Specific Location: 11.1% Open and .9% Click – Local Presence: 5.1% increase in Open, 37%+ Response Rate – Time of Day: 3-5pm best time and 33% lower Opt-outCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 31. Shawn Naggiar • Chief Revenue Officer, Act-On • www.actonsoftware.com • (877) 530-1555 • shawn.naggiar@actonsoftware.comCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 32. Background/ Requirements • Need to keep up with marketing velocity • Efficient follow up & appointment setting • Means to cycle through older or stalled opps • Ease of use and speed to implementation key • Huge adoption concerns from past experienceCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 33. Integrated Solution = Real Results • No lead left behind program implemented • From max 100 to almost 350 calls per/rep/day • Increased # of booked appointments over 2X • Opportunity revival programs yielding return • Adoption and results within a weekCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 34. Summary • Pipeline stage progression speed up by 20% • 269% year over year revenue growth: 2010-2011 • 50% quarter over quarter growth • From 75 to 500 customers in 14 months • We loved it so much we integrated with it for end to end Sales and Marketing alignmentCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 35. In Conclusion • Social Enterprise has fundamentally altered marketing & sales • High-Velocity Low Friction model – technology, processes and practices – removes barriers; creates real marketing/sales alignment • Small Marketing Teams (SMTs) – marketing paradigm for the social enterprise • New Accelerated Sales Model creates new Superstars • SMTs & ASM align sales & marketing for maximum pipeline velocity for the Social AgeCopyright © InsideSales.com Inc. All Rights Reserved #AOWEB
  • 36. Q&AEvent slides and recording will be emailed to all attendees. www.actonsoftware.com www.insidesales.com