Smart Sales Intelligence: Turning Insights into Action


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With all the data out there, a big challenge for today's sales and marketing teams is knowing what to pay attention to. Our customers and prospects are overwhelmed as well. Yet to be effective, we need to cut through all this “noise” to connect with them.

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Smart Sales Intelligence: Turning Insights into Action

  1. 1. Smart Sales Intelligence #SmartSales
  2. 2. Smart Sales Intelligence JILL KONRATH, author Agile Selling, SNAP Selling & Selling to Big Companies @jillkonrath JOE LUCAS Director of Demand Gen & Marketing Ops, InsideView @joelucas
  3. 3. Marketing's Revenue Shift
  4. 4. 3 Types of Lead Data Situational Information Demographic Information Behavioral Information
  5. 5. 3 Types of Lead Data Proving a broader view Broaden your vision of your database to make your marketing relevant to your prospects and customers. Understanding your prospects and customers along these three types of data provides better clarity to your business. Demographics (Who am I?) • Based on past success and is driven by who sales wants to talk to Behavioral (What do I care about?) • Shows the level of interest based on implied behavior Situational (Why do I care about it?) • Shows the motivation behind the behavior and uncovers the desire of the prospect or customer Who are you really selling to and Why?
  6. 6. How to Obtain Behavioral Internal Digital Sources • Website Data • Email Marketing • Marketing Automation External Digital Sources • Social Media • Webinars • Retargeting Product Usage • Feature Usage • Product Engagement Offline Data • Tradeshows • User Groups
  7. 7. Sales’ Best Kept Secret Example 1 When’s the best time to pick up the phone?
  8. 8. Sales’ Best Kept Secret Example 2 What is the prospect interested in?
  9. 9. How to Obtain Situational Official Updates • News • Press Releases Financial Information • Earnings Statements Personnel Information • Hiring • Job Changes
  10. 10. Benefits of Situational Awareness Understanding the motivation behind the behavior gives you a reference point to better understand your prospect
  11. 11. Buyer Personas are not sufficient Title VP of Sales Industry Software / High Tech Company Size 100 to 250 Pain Points • Sales Training • Sales Effectiveness • ROI • More accurate forecasting Title VP of Sales Industry Software / High Tech Company Size 100 to 250 Business Trigger Expanding Sales Team Pain Points • Onboarding new reps • Investing in sales enablement • Scaling sales management
  12. 12. What are their pain points?
  13. 13. What are their objectives?
  14. 14. What’s the context?
  15. 15. Trigger Examples Acquisitions Product Launches Expansion Corporate Challenges
  16. 16. Unifying Triggers Getting on the same page Having sales and marketing listening for the same events and looking for the same type of prospect will allow for: • More successful campaigns • More accurate lead scoring • Better alignment • Higher revenue attainment
  17. 17. Lead Scoring & Prioritizing Know who to call and when Adding business triggers to your lead scoring system will make your score more accurate and ensure that sales is getting leads at the right time.
  18. 18. Trigger-Based Campaigns Cut through the noise Creating trigger based campaigns will make your marketing message more relevant to prospects. Engage potential customers with the message that will resonate the most based on the issues they’re actually trying to solve.
  19. 19. Teeing it up for Sales Combining all three data types in one view
  20. 20. Open Table
  21. 21. Trigger: Acquisition LIKELY CHALLENGES • HR issues • Systems integration • Marketing • Sales • Facilities
  22. 22. Message to SALES Pat, Congrats on your recent acquisition of CoPilot. Very cool what it can do. I’ve got some ideas on how to help your salespeople leverage it to drive incremental revenue. We recently used this approach with another mobile app firm and delivered 29% more prospects in just 30 days. Do you have 10 minutes on Friday morning for a brief overview? I’m open between 8:30-10. Jill
  23. 23. Message to MARKETING Kate, With your recent acquisition of CoPilot, I suspect you’re intent on getting the word out to prospective clients ASAP. We recently helped (insert similar business) launch a marketing campaign that generated 52% more leads than initially projected. How about setting up a quick chat to see if it’s something that makes sense for your company. Would Tuesday at 2:30 work? Jeff
  24. 24. Message to HUMAN RESOURCES Terry, While acquisitions are great, sometimes they create real headaches in HR. Most recently we helped XZY company get their merged benefits program up-and-running quickly at the same time we reduced their overall spend. If it sounds interesting, let’s get 15 minutes on the calendar to talk about what you’re doing. Would Friday at 9 am work for you? Sam
  25. 25. Wrapping It All Up •Marketing needs to incorporate sales intelligence early on in the process •Business triggers represent an amazing opportunity for collaboration between sales & marketing •Leveraging business triggers will enable more impactful sales conversations
  26. 26. For More Information, please visit