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inside
What is a sales cycle?
When a lead signs up to a SaaS product,
the company reacts in a few different ways:
• Sending autom...
Methodology
Using the details of a fictional Vodafone employee,
we signed up to SaaS companies from the Montclare
SaaS 250...
Key Findings
Companies will follow up
for 9 days before stopping
contact
Companies will send one
email per day until the
e...
Length of Sales Cycle
and Amount of Emails / Voicemails Left
We found there are three major categories
of communication:
6...
The Length of an Average Sales Cycle
Combining the data of companies who use all 3 types of outreach,
the average cycle le...
The Length of an Average Sales Cycle
9days
Sales Cycle Statistics From Companies
who Leave Voicemails
While email outreach can be 100% automated (and, in many cases ...
The Length of an Average
Sales Cycle with Voicemails
23days
Sales Cycle Statistics
From Companies who Use Only Email
The average sales cycle length from companies who use only email ...
The Length of an Average Sales
Cycle for Email-Only Cadences
5days
On average, sales teams
send one email every two days
While 41% of companies sent daily emails throughout the cycle, on av...
53% of emails were
marketing communications
Around half of the total communications received were automated marketing emai...
Emails received from salespeople
vs. marketing automation
Percentage of emails received
From salesperson- 47%
Automated - ...
Percentage of companies sending emails
through salespeople
or marketing automation.
Percentage of companies using only sal...
Salespeople were the most common
points of contact at 54%
We looked at the job titles mentioned in email sign-offs and voi...
Sales: 35.87%
Marketing: 17.93%
CEO / Founder: 7.07%
Business Development: 18.48%
Account Manager: 9.78%
Customer Success:...
Most commonly used email marketing
software by SaaS companies
MailChimp is the most used marketing automation software, us...
Marketing Automation Software
By Popularity
The most common marketing automation software
MailChimp: 48.82%
Hubspot: 18.74...
Words and phrases used
in sales emails and voicemails
The 5 most common words
in sales email subject lines
1. Your
2. Re:
3. Demo
4. Request
5. Trial
The 5 most common phrases
in sales email subject lines
1. Follow up
2. Demo request
3. Thanks for your interest
4. Welcome...
7% of emails used a false ‘re:’
A ‘re:’ is often used to make the recipient believe they’re receiving something they’ve
al...
Most common phrases in voicemails
1. Give me a call back
2. My number is
3. The reason I’m calling is
4. Feel free to
5. I...
The average word count of a sales email
129
The average word count
of a marketing email
133
Track and automate teamwork
Sign up for free at process.st
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Study: Inside the Sales Cycles of 280 SaaS Companies

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Created by Process Street in partnership with PersistIQ, this study uses an archive of over 1,000 sales emails and voicemail transcripts from some of the world’s biggest SaaS companies.

We analyzed trends (timing, content, software, subject lines, etc) in the follow-up sequences of 280 top SaaS companies and compiled them in this study.

See the full email sequences: http://insidesaassales.com/

https://process.st
https://persistiq.com

Published in: Sales
  • Great resource here, nice work! Probably worth nothing on slide 19 that Sidekick is HubSpot (just the old name for HubSpot Sales). Haven't seen any other MA platforms called Sidekick, so I'm guessing that's the Sidekick being referenced here.
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Study: Inside the Sales Cycles of 280 SaaS Companies

  1. 1. inside
  2. 2. What is a sales cycle? When a lead signs up to a SaaS product, the company reacts in a few different ways: • Sending automated emails • Manual sales emails • Calling and leaving voicemails We studied how 280 SaaS companies manage this process, including the volume, content, and cadence of sales outreach.
  3. 3. Methodology Using the details of a fictional Vodafone employee, we signed up to SaaS companies from the Montclare SaaS 250, and the top startups on AngelList. While no follow-up effort from our side was made, we tracked and archived all voicemail and email activity to build a set of over 2,000 data points. Here’s how 280 sales teams respond to a high-ticket lead:
  4. 4. Key Findings Companies will follow up for 9 days before stopping contact Companies will send one email per day until the end of the cycle 65% of companies hand you over to an automated marketing campaign 74% of companies don't leave voicemails If a company leaves voicemails, the sales cycle length is usually 60% longer The average marketing drip campaign contains 3 emails x2 Most SaaS companies have two sales contacts per lead MailChimp is the most common email marketing software, used by 49% of the sample 7% of emails have a false ‘re:’ in the subject line 49% 9% of companies use webinars as a sales tactic
  5. 5. Length of Sales Cycle and Amount of Emails / Voicemails Left We found there are three major categories of communication: 66% of companies use marketing automation as part of the sales cycle while 98% used sales emails. 26% of companies left voicemails, with two voicemails being the average amount of telephone interaction, if any. Marketing automation Sales emails Sales voicemails
  6. 6. The Length of an Average Sales Cycle Combining the data of companies who use all 3 types of outreach, the average cycle length is 9 days. The most persistent company overall was iDoneThis, with 36 points of contact over a month. 37% of companies made only one touchpoint upon sign-up, while 40% made between 3 and 10. The most persistent companies made up only 23% of the set, with anywhere between 11 and 36 emails and voicemails in a month.
  7. 7. The Length of an Average Sales Cycle 9days
  8. 8. Sales Cycle Statistics From Companies who Leave Voicemails While email outreach can be 100% automated (and, in many cases in this study, it was), voicemailing is the sign of a high-touch sales process. In line with this, the average sales cycle length from companies who left voicemails was 160% longer than that of companies who used just email. On average, these companies will send 1 email on the day of signup, then leave a voicemail follow-up the day after.
  9. 9. The Length of an Average Sales Cycle with Voicemails 23days
  10. 10. Sales Cycle Statistics From Companies who Use Only Email The average sales cycle length from companies who use only email was 5 days. The most persistent email-only contact came from iDoneThis, who contacted us 32 times in one month. Other aggressive emailers are Front (15), Maker’s Row (15), and HubSpot (12). The average amount of emails in an email-only sales and marketing campaign is 3, while most marketing drip campaigns had 5 emails in the sequence.
  11. 11. The Length of an Average Sales Cycle for Email-Only Cadences 5days
  12. 12. On average, sales teams send one email every two days While 41% of companies sent daily emails throughout the cycle, on average sales teams followed up once every 2 days. After the first sales email, the majority of companies waited one day before following up with a voicemail.
  13. 13. 53% of emails were marketing communications Around half of the total communications received were automated marketing emails. 33% of companies sent no marketing emails at all, while 39% used fully automated out- reach.
  14. 14. Emails received from salespeople vs. marketing automation Percentage of emails received From salesperson- 47% Automated - 53%
  15. 15. Percentage of companies sending emails through salespeople or marketing automation. Percentage of companies using only salespeople, only automation, or a mix of the two. Only salespeople: 33% Only automation: 39% A mix of the two: 28%
  16. 16. Salespeople were the most common points of contact at 54% We looked at the job titles mentioned in email sign-offs and voicemails, and found that a total of 54% of contact came from those with sales-type jobs (either sales or business development explicitly mentioned). It was also not irregular to be put in touch with the CEOs and marketing managers, especially when the company uses marketing automation.
  17. 17. Sales: 35.87% Marketing: 17.93% CEO / Founder: 7.07% Business Development: 18.48% Account Manager: 9.78% Customer Success: 5.43% Other: 3.26% Support: 2.17% Job titles Of Company Contacts Job title of Emailer
  18. 18. Most commonly used email marketing software by SaaS companies MailChimp is the most used marketing automation software, used by 49% of SaaS companies. The two other major players are Marketo (21%) and HubSpot (19%). The prevalence of HubSpot and Salesforce’s Marketing Cloud gives us an extra insight into which CRMs these companies are likely using, also.
  19. 19. Marketing Automation Software By Popularity The most common marketing automation software MailChimp: 48.82% Hubspot: 18.74% Marketing Cloud: 3.23% Marketo: 21.16% Eloqua: 3.77% Tout: 3.26% Sable: 2.17% Sidekick: 3.26% Sendgrid: 2.17% Pardot: 3.26% Other: 5.33%
  20. 20. Words and phrases used in sales emails and voicemails
  21. 21. The 5 most common words in sales email subject lines 1. Your 2. Re: 3. Demo 4. Request 5. Trial
  22. 22. The 5 most common phrases in sales email subject lines 1. Follow up 2. Demo request 3. Thanks for your interest 4. Welcome to 5. Free trial
  23. 23. 7% of emails used a false ‘re:’ A ‘re:’ is often used to make the recipient believe they’re receiving something they’ve already replied to. Since, in this study, we didn’t send any replies, all ‘re:’s are false.
  24. 24. Most common phrases in voicemails 1. Give me a call back 2. My number is 3. The reason I’m calling is 4. Feel free to 5. I saw that
  25. 25. The average word count of a sales email 129
  26. 26. The average word count of a marketing email 133
  27. 27. Track and automate teamwork Sign up for free at process.st Brought to you by

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