Short case study looks at increasing sales leads by buying a prospects time.

1. BUYING A PROSPECT’S TIME
A SHORT BUYER CASE STUDY
Manufacturer of Tape and Adhesives
SLIDESHARE – MARCH 2016
buiitime.com

2. Business and Sales Delivery Profile
Business Profile:
 Manufacturer of tape and adhesive products, focusing on major sectors of; Manufacturing, Packaging,
Building/Construction and Transportation.
 Global company, with 75% of sales and most of the growth coming from U.S. domestic markets. $250+mm in
annual sales.
 As company grows and develops new sectors to target, the growth of the U.S. sales force and their prospecting
efforts need to grow in step with strategic growth goals.
Sales and Service Model:
 Has recently evolved into separate sales and service teams to better meet strategic sales goals.
 Sales team comprised of 1 National Sales Manger, 4 Regional Sales Managers and 10 Direct Field Sales Reps.
 In the past 2 years, sales team gave up their customer servicing responsibilities to a dedicated team of 4
servicing professionals (previously on the sales team), who are charged with customer retention and up-selling.
 To support the full time efforts of the sales team, an internal sales team of 5 was built-out to help the sales
team engage with new prospects across sectors.
 Employing various marketing programs and prospecting tools to build “qualified” lists of prospects for their
sales team to close. This includes new “greenfield” sectors for the company.

3. Implementing BuiiTime
Marketing Process:
 Integration: BuiiTime employed as a marketing tool alongside the company’s CRM, Automated Email Campaign,
Value Add Webinars, Industry Whitepapers and Regional and National Conference Program, to boost prospect
engagement.
 Target Audience: BuiiTime will only be used for highly qualified leads in procurement and supply chain roles,
where other efforts to penetrate a target account have failed, as well as to go into greenfield opportunities, where
the company is less known.
 Use: Use BuiiTime as another tool to book face-to-face meetings or calls for field sales representatives. Will also
use it to boost attendance at their marquee annual conference, as a way to drive high-value traffic to their sales
booth and product demonstrations.
 Spend: The spend to generate leads through BuiiTime will come from other $ budgeted in marketing and
advertising, as well as from the inside sales group (planned productivity gains instead of a new inside sales hire).
Compliance: Policy and Controls
 Policy: The Company has set the spending guidelines for the BuiiTime tool to be consistent and compliant with
their overall client entertainment policy. Responsibility for the program rests with the National Sales Manager,
with oversight from the Company Treasurer, and after that, the CFO.
 Time Slot $ Limits: Limits of $250 per hour have been set for the BuiiTime tool, and an overall annual spend of
$35,000 for the Sales Group. Any exceptions must be approved by the National Sales Manager and the CFO.
 Control: The Inside Sales Team will oversee the use of BuiiTime, with the Manager of that group responsible for all
administration. The Direct Sales Team will not be permitted access. BuiiTime is used to populate their CRM.

4. Expected Outcomes via BuiiTime
Sales Support:
 Quotas: Expected to help their inside sales team of 5 hit their monthly sales meeting scheduling goals,
including stretch goals.
 Conferences: Expected to generate more “booth traffic” to their regional, and once annual trade conference,
which Inside Sales has responsibility for.
 Webinars: Boost webinar attendance 2x.
Sales:
 Face Time: More face time with prospects, less time prospecting. KPIs in place to track this.
 Pipeline: Targeting a 20% increase in new pipeline opportunities, ½ from greenfield. Assuming 25% of those
will close.
Service:
 Servicing Time: Increase servicing time with those “reluctant” customers, for opportunities to cross-sell.
Productivity:
 Budget: Looking to accomplish this BuiiTime integration and prospecting “boost” with only a modest increase
in sales support budget, by reallocating from other marketing and advertising dollars for a more efficient
spend.

5. BUY THEIR TIME
Need More Prospects?
buiitime.com