What You'll Learn: - What your CRM does well and what it doesn't - How relationship analytics augment your CRM data - Why sellers with the strongest internal networks perform better - How to reduce GDPR violations with Customer Relationship scores

2. Manish Goel
 Founder & CEO, TrustSphere, pioneering the global
Relationship Analytics Market
 Investment Director, PwC Venture Partners - early
stage technology investments
 Partner, Greenoak Capital Partners
 Online Trust Alliance, Board Member - Chairman
Emeritus

3.  TrustSphere, Vice President, North American Sales
 IBM, Global Sales Director for Business Unit averaging
$750M - $1B annual revenue
 IBM, Various sales management roles
 Citi, Travelers, Mass Mutual, Network Management
roles
Jack Welch

4.  Earned results for brands such as: MLB, Grainger,
Mattermark, Contactually, DocSend, Klipfolio, Pipedrive,
Sales Hacker, GoSkills.
 Built a conversion focused SEO program @ Pipedrive,
ranking #1 for high-vol. terms like “Sales Management”
“His SEO and content strategy chops, auditing, and analysis skills
are world-class. Gaetano's SEO audits contained a level of depth
that was far superior to any agency I have ever seen.”
– Brad Zomick, VP Marketing @ Pathgather
“

5. How to increase customer contacts
by 200% with Relationship Analytics

6. Understanding what your CRM does well, and what it doesn’t
Adding Relationship Analytics changes how sales teams use CRM
Reducing GDPR risk by adding Customer Relationship Analytics to your
campaigns
Taking a fresh look at your CRM, your Relationship Networks and your
Sales Culture, your sales results
Agenda
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Why sellers with the strongest internal networks consistently perform
well

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150

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Relationship Analytics helps companies to automatically
capture an organization’s relationship network

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30%

10. o Great at storing manually entered account, opportunity, contact data
o Good for tracking pipeline, transaction stages, lead to cash
o Only captures what sales teams decide to input into the CRM
o Contains about 30% of you company’s true customer contacts
o Doesn’t really expose or manage your org “relationship” health with
customers
Understanding what your CRM does well, and what it doesn’t1

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70%

12. o Admitting it is the first step in recovery – sales team hoard contacts like they
are currency!
BUT
o Sellers need to know who is engaged with their key customers, and why?
o Sellers quickly learn how RA can turn cold calls into warm introductions
o Knowing who has the strongest (exclusive?) relationships is key for sales
onboarding – can accelerate time-to-monetization by 70%
Adding Relationship Analytics (RA) changes how sales teams use CRM2

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10x

14. o Lone wolf sellers can be high reward but are also very high risk
o Great customer relationships are great! But it takes a village to close
deals, particularly in B2B/enterprise sales
o Ensuring coordination means ensuring the team knows who has been
communicating with the client – CRM’s typically have less than 10% of
all communications
o Sellers with the strongest internal support networks usually
outperform their peers
3 Why sellers with the strongest internal networks consistently perform
well

15. o 3rd party lists may include prospective customers who have asked to
be forgotten or not contacted – they are risky and put all your
contacts at ris
o Unless you have proof of existing comms & relationships, you may
be exposed
o Install base campaigns with new Relationship Analytics allows
marketing to create a ‘safe list’ – these are contacts we are already
doing business with
Adding Customer Relationship Scores to campaigns reduces GDPR
risk?
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Get Tactical !

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200%

17. o Understand where you can help your CRM and your teams by using meta data
that already exists and is being generated every day!
o If you could see & easily add over 200% more customer contacts, would you?
o If you could leverage your top performers networks, what would you do?
o If you could see a seller’s true relationship network, by strength, would that
help?
o Would adding Relationship data to campaigns, territory plans and onboarding
help?
Taking a fresh look at your CRM, your Relationship Networks and your
Sales Culture5

18. Do’s Don’ts
Start a drumbeat around Relationship health for
your sales teams
Believe your CRM holds all of your key contacts
Plan to be challenged by IT Buy that myth that ONA “reads peoples emails”
Expect first reaction is “guard my address book” Back down when you hear using Relationship
analytics will “allow those guys to mess up my
deals!”
Expect install base and whitespace campaigns will
have better yields when teams have dozens,
hundreds of warm intros
Believe you have Relationship Analytics because you
use LinkedIn
Start fast with Mobile App or Weekly Selfie email to
get the Relationship Fit Bit turned on!
Buy the argument that “we need a broader
corporate strategy around relationships defined
before we can do anything”

19. It’s okay to revisit your CRM, Relationship Networks and your broader
Sales Culture
You can quickly help your sales teams by using meta data that already
exists!
By adding Relationship Analytics you can add more than 200% more
customer contacts into your CRM
If you could see your top performers network profile, what would you
do?
Adding Relationship data to campaigns, territory plans and onboarding
will change where you put your resources.
Key takeaways
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20. Jack.welch@trustsphere.comManish.goel@trustsphere.com

21. marketing@saleshacker.co
m @saleshacker