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MassTLC Sales Enablement Summit: Constant Contact


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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

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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 />