The Case for Sales Intelligence


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With 7 statistics about buying and selling that every sales and marketer should know

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  • Relevant also for B2C but especially useful for B2B as well
  • Consider not using this slide – not sure what it shows…ALSO: 2009 study
  • More headwinds
  • How do we get this data in a quicker, more efficient manner?
  • PSYCHOGRPAHIC: I, A, O: Interests, Activities, and Opinions – Habits, lifestyle characteristics – what makes your customers tick?Talk about stories  red ferrari, weather and current events in customer’s area
  • - Who are they, and instead of just using your own internal knowledge base, you have the potential to tap other data sources to understand more about your customers and prospects
  • The Case for Sales Intelligence

    1. 1. The case for Sales Intelligence<br />Brian Vellmure<br />Initium LLC<br /><br /><br />
    2. 2. Snapshot: Today’s Customer<br />Time Strapped<br />Intelligent<br />Networked<br />Empowered<br />
    3. 3. In companies with<br />more than 1,000<br />employees, <br />21 different people<br />are involved in sales<br />over $25,000<br />Source: Ruth Stevens / Seth Godin<br />
    4. 4. 90% <br />of business buyers say when they’re ready to buy…<br />they’ll find you<br />Source: DemandGen Report<br />
    5. 5. 93% of B2B buyers use search to begin the buying process<br />Source: Marketo<br />
    6. 6. 70% of a typical buying process is completed <br />beforea sales person gets involved<br />Source: Sirius Decisions<br />Photo courtesy of<br />
    7. 7. However….<br />There is a chance to <br />reach out to them <br />if you understand<br />who they are, <br />who they know, <br />what they’re trying to accomplish <br />… and can spot an opportunity to <br />provide something of value<br />
    8. 8. Customer Expectations<br />Know Me<br />Don’t waste my time<br />Be prepared<br />Unify sales and marketing messaging<br />Give me the right info at the right time (now)<br />
    9. 9. Snapshot: Today’s salesperson<br />Deals with more accounts / prospects than before<br />Wades through the mess of buying roles, org charts, priorities of buyers<br />Likely selling more through phone/digital channels<br />Pulled in multiple directions:<br />Traveling<br />Prospecting<br />Research<br />Admin<br />Problem Solving<br />Selling?<br />
    10. 10. Only 38% of sales people <br />understand prospects’ needs <br />and how their products/services <br />can address those issues<br />Source: Forrester Research<br />
    11. 11. Only half of all sales people typically reach their quota<br />
    12. 12. Expectations for sales people<br />Shorten the path to success<br /> Talk to the right people <br /> at the right time <br /> with the right information<br />Close larger quantities <br /> of larger deals <br /> in a shorter amount of time<br />
    13. 13. Bridging the Gap<br />Leveraging Sales Intelligence for success<br />
    14. 14. Era of Human Digitization<br />Typographic portrait by Popeye Framcom<br />
    15. 15. Use Digital Data to understand more<br />
    16. 16. Aggregate Data for a richer customer profile<br />Transactional Data<br />3. Aggregate Data to build a richer customer profile (and respond appropriately)<br />Richer Customer <br />Insights<br /><ul><li> Demographic
    17. 17. Psychographic
    18. 18. Socialgraphic
    19. 19. Customer Feedback</li></li></ul><li>Who are your prospects/customers?<br />What is happening with them?<br />Who do they know?<br />What are they trying to accomplish?<br />Understand inReal Time<br />
    20. 20. Don’t just call to “Check In”<br /><ul><li>Look for triggers, events, information
    21. 21. Provide relevant information and intersection points in the context of their jobs and lives
    22. 22. Map interactions based on signals & customer journey</li></li></ul><li>Leverage Sales Intelligence <br /><ul><li>Shorten the path to success
    23. 23. Talk to the right people </li></ul> at the right time <br /> with the right information<br /><ul><li> Close larger quantities </li></ul> of larger deals <br /> in a shorter amount of time<br />Be more strategic<br />Be more relevant<br />Be more timely<br />Be more efficient<br />
    24. 24. Research: Results with Sales Intelligence<br />Source: CSO Insights Sales Intelligence Challenge 2011<br />
    25. 25. The case for Sales Intelligence<br />Brian Vellmure<br />Initium LLC<br /><br /><br />THANK YOU!<br />