The Case for Sales Intelligence

The case for Sales Intelligence
Brian Vellmure
Initium LLC
http://www.brianvellmure.com
http://www.twitter.com/CRMStrategies

Snapshot: Today’s Customer
Time Strapped
Intelligent
Networked
Empowered

In companies with
more than 1,000
employees,
21 different people
are involved in sales
over $25,000
Source: Ruth Stevens / Seth Godin

90%
of business buyers say when they’re ready to buy…
they’ll find you
Source: DemandGen Report

93% of B2B buyers use search to begin the buying process
Source: Marketo

70% of a typical buying process is completed
beforea sales person gets involved
Source: Sirius Decisions
Photo courtesy of freefoto.com

However….
There is a chance to
reach out to them
if you understand
who they are,
who they know,
what they’re trying to accomplish
… and can spot an opportunity to
provide something of value

Customer Expectations
Know Me
Don’t waste my time
Be prepared
Unify sales and marketing messaging
Give me the right info at the right time (now)

Snapshot: Today’s salesperson
Deals with more accounts / prospects than before
Wades through the mess of buying roles, org charts, priorities of buyers
Likely selling more through phone/digital channels
Pulled in multiple directions:
Traveling
Prospecting
Research
Admin
Problem Solving
Selling?

Only 38% of sales people
understand prospects’ needs
and how their products/services
can address those issues
Source: Forrester Research

Only half of all sales people typically reach their quota

Expectations for sales people
Shorten the path to success
Talk to the right people
at the right time
with the right information
Close larger quantities
of larger deals
in a shorter amount of time

Bridging the Gap
Leveraging Sales Intelligence for success

Era of Human Digitization
Typographic portrait by Popeye Framcom

Use Digital Data to understand more

Aggregate Data for a richer customer profile
Transactional Data
3. Aggregate Data to build a richer customer profile (and respond appropriately)
Richer Customer
Insights
Demographic
Psychographic
Socialgraphic
Customer Feedback

Who are your prospects/customers?
What is happening with them?
Who do they know?
What are they trying to accomplish?
Understand inReal Time

Don’t just call to “Check In”
Look for triggers, events, information
Provide relevant information and intersection points in the context of their jobs and lives
Map interactions based on signals & customer journey

Leverage Sales Intelligence
Shorten the path to success
Talk to the right people
at the right time
with the right information
Close larger quantities
of larger deals
in a shorter amount of time
Be more strategic
Be more relevant
Be more timely
Be more efficient

Research: Results with Sales Intelligence
Source: CSO Insights Sales Intelligence Challenge 2011

The case for Sales Intelligence
Brian Vellmure
Initium LLC
http://www.brianvellmure.com
http://www.twitter.com/CRMStrategies
THANK YOU!

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The Case for Sales Intelligence

by Brian Vellmure

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