Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

MassTLC Sales Enablement Summit: Constant Contact

521 views

Published on

6/3/2011, JP Guilbault, VP of Direct Sales for Constant Contact presented at MassTLC's Sales Enablement Summit; Increasing Volume, Velocity & Value through Sales Enablement and Alignment

Published in: Business
  • Be the first to comment

MassTLC Sales Enablement Summit: Constant Contact

  1. 1. Constant Contact<br />June 3, 2011<br />
  2. 2. CONSTANT CONTACT: MISSION & VISION<br />Help small organizations create and grow customer relationships<br />Revolutionize the success formula for 5 million small organizations<br />
  3. 3. DIFFERENTIATED BUSINESS MODEL BUILT TO SERVE SMALL BUSINESSES<br />Solutions Built for Small Businesses<br />DeliverMeasurable Results<br />Try BeforeYou Buy<br />Coaching<br />Education<br />Support<br />Ease of Use<br />Affordable<br />No Risk, Free Trial<br />Full Product Experience<br />Daily Product Tours<br />Regional Seminars<br />Hints and Tips<br />Phone/ Email / Chat / Twitter Support<br />Community<br />Best Practices<br />Personal Coach Even in Trial<br />High ROI<br />Customer Engagement<br />
  4. 4. Business Situation<br />Unclear KPI’s<br />No visibility to efficiency and effectiveness measures<br />Lots of Leads<br />>30,000 per month<br />A Winning Culture<br />Customer Centric<br />24-48 Hours To Get A Lead<br />No Prioritization<br />Lots of Wasted Time<br />Excellent Brand<br />Expanding Video & On-Demand Tools<br />Not Integrated<br />Limited Connection To Customer & Sales Activity<br />Objective: <br />Implement a CRM application to support our customer’s purchase decision process while enabling an integrated sales and marketing workflow<br />
  5. 5. #1…. Mapped The Path To Conversion <br />
  6. 6. #2…. Passed Real-Time Data From Our SaaS Solution To our CRM<br /><ul><li>Leads Passed To Sales within 1 hour
  7. 7. Leads Prioritized Based On Customer Engagement Activity</li></li></ul><li>#3 Started the Integration of Video+Personal Touch based upon behavior and time of customers<br />Time & Usage Based Marketing Messages<br />Videos give quick “how-to” get started on key tasks<br />Coaching messages based upon low usage<br />
  8. 8. Value – How was Success Measured?<br />Increased Conversion Rate<br />Grew 90 Day Conversion Rate 3pts y-o-y…<br />Accelerated 30 Day Conversion Rate by 5pts y-o-y…<br />>$3mm In Incremental Revenue<br />Increase Lead Penetration<br />2pt increase in lead penetration… 10K more customer contacts without incremental headcount<br />Single source of truth for data<br />Consistency of data through sales as an organization and fact based informed decisions<br />

×