Sales 2.0 Presentation -- Direct Dials

@Sales20Conf • #s20c
Direct Dials Increase
Productivity... No Kidding, But
How Do We Get There?

Agenda
• How is my CRM data affecting my team’s success
when making calls?
• Why is this such a hard problem to solve?
• Increase productivity through better data
• Case studies
• Conclusion/questions

CRM Phone
Numbers and My
Sales Team

Data as a foundation
• Live and accurate data is the foundation
of all B2B outreach
• 62% of organizations rely on
marketing/prospect data that’s 20% –
40% inaccurate
• 10% – 25% of B2B database contacts
contain critical errors
• 40% of business objectives fail due to
inaccurate data
“The top strategy to improve
sales effectiveness is to
Improve the quality of leads
in the sales pipeline”
“25% of all B2B marketing
database contains critical
errors”

Why it Matters?

0
1000
2000
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7000
8000
9000
10000
Response Time from Creation by 5min
Initial Dials to Leads that become Contacted
The odds of contacting a lead drops 100x
from 5 minutes to 30 minutes.
But..you need a phone number to do it

0
5000
10000
15000
20000
25000
30000
5
min
10
min
15
min
20
min
25
min
30
min
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min
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min
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min
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min
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min
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min
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min
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min
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min
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min
85
min
90
min
Response Time from Creation by 5min
Initial Dials to Leads that become Qualified
The odds of qualifying a lead drops 21x from 5
minutes to 30 minutes.

Other Challenges
• Shorter lead forms
• Incomplete lead lists
• Corporate phone numbers

What is Your Team Doing?
• Googling corporate phone numbers?
• Calling contacts who’ve moved on to new
companies?
• Leaving voicemails for gatekeepers?

Why is This Such a
Tough Problem?

Data Decay: What You Need to Know

Real Data Analysis Example
• We sampled 100 data points across 20 customer databases
totaling 2,000 direct dial phone numbers. Each case
showed different direct dial phone numbers than what was in
the ZoomInfo database.
• We called every direct dial phone number to see who had
the correct direct dial- the client or the ZoomInfo database

Customer Data Analysis Findings
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ZoomInfo Direct
Dial Phone
Numbers
Prospect Direct
Dial Phone
Numbers
Analysis on Direct Dial Phone Numbers
Analysis on Direct
Dial Phone Numbers

Increase Productivity of Your
Sales Team with Accurate Data

Case Study:
ConnectAndSell

Problem
• Inaccurate data
• No direct dial phone
numbers
• Needed data that went
beyond C-titles and included
mid managers

Desired State
• B2B data vendor “bake-off” to reveal who had the
highest quality data across 15 vendors
• Used the ConnectAndSell platform to make more
than 100 calls per hour and analyzed how all 15
B2B data providers performed
• Analyzed results for quality and quantity

Results
• Per ConnectAndSell’s study, ZoomInfo was
hands down the winner
• Using ZoomInfo, ConnectAndSell:
– Averaged 10 dials-to-one connect (250% better than the
average)
– Improved ability to reach prospects by 60-100%
– Got prospects on the phone in 90 seconds, instead of
three minutes
– Funnel of forecasted revenue increased by 400%
– Increased bookings by 85%

Available Resources

Tools and Services
• B2B Sales intelligence tools like ZoomInfo and
others
• Append and cleanse services
• CRM integrated lead and contact complete
services

Add Missing or Invalid Contact Info

On Demand Contact Information in CRM

Summary
• Bad data kills productivity!
• Data decay is ongoing and unstoppable!
• Leverage available resources to stay on top of
bad data and increase your teams chances of
winning!

How much would your productivity
increase if your sales reps reached the
person they were looking for every time
they picked up the phone?

Questions?

Sales 2.0 Presentation -- Direct Dials

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