The document summarizes a case study of a client's implementation of Nexsales' Data Orchestration Platform to address issues related to insufficient and poor quality lead data that was impacting the success of the client's business development representatives (BDRs). The Nexsales solution involved building a solid data foundation through data orchestration and optimization, rapidly scaling through agile data management processes, and exploring new horizons with artificial intelligence. This approach delivered results for the client such as a 3x increase in qualified leads generated per BDR, a 3x increase in account-based marketing coverage, and improvements across several key sales engagement metrics.

1. -ing BDR
Pipeline3XSuccess with Nexsales’
Data Orchestration Platform

2. THE CLIENT
Leader in unified communication
solutions for enterprise clients
THE PROBLEM
Client’s BDRs were generating 57%
of target qualified opportunities
WHY?
The many‘BLACK HOLES’-
sucking up productive time

3. Source: Forbes https://www.forbes.com/sites/kenkrogue/2018/01/10/why-sales-reps-spend-less-than-36-of-time-selling-and-less-than-18-in-crm/#16793c0ab998
Turns out these
black holes are an
industry-wide
problem! of sales reps’ time is
spent on non-selling
activities
64.8%
And a majority of this involves fixing
Lead Data Issues

4. Salesforce
pegs the cost
of bad CRM
data at
or 30% of average annual
company revenue!$700bn
Source: Salesforce https://www.salesforce.com/hub/analytics/data-validation-practices/
The average contact database has
90%
Incomplete contacts
20%
Redundant records

5. ZERO-ING IN ON THE DATA PROBLEM
1. Insufficient Lead
Data
3. Clogged Data Flow
& Insights
2. Poor Quality
Data

6. 1. Insufficient Lead Data
Poor lead coverage in
SMBs
Limited ABM
effectiveness - need
deep account mining
Inadequate TAM
coverage from
off-the-shelf sources
Slow turnaround for
time-sensitive “intent”
accounts

7. 2. Poor Quality Data
Outdated/ obsolete
lead data
Poor decision-maker
connect rates
Big gap - Ideal
Customer Persona v/s
Available Data
Missing persona tags
hampered content
messaging

8. 3. Clogged Data Flow & Insights
More rigorous analytics
A/B test, benchmark &
prioritize lead data-sets
Prepare for the future
Sow the seeds for machine
learning
Inject insights
BDR organizations need an
agile, learning culture
Better data operationalization
Normalize leads with sequences,
dialers & BDR preferences

9. DATA DISTRESS WAS IMPACTING BDR SUCCESS!
Sparring with lists across
systems and suppression
files
Time-consuming research
& data aggregation
Loading Managers with
data drills – lesser time
for coaching/ execution
Overlooking
interpretation of trends/
implementing insights

10. THE NEXSALES
SOLUTION
Step 3
NEW HORIZONS
Step 1
SOLID FOUNDATION
Step 2
RAPID SCALING
Data
Orchestration
Agile Data
Optimization
Artificial
Intelligence

11. SOLUTION STEP 1
Data Orchestration
Define & refine ICP
continuously
Unify all lead data
sources: RightLeads.io
Clean and operationalize
all data
Invest in a dedicated
research team

12. SOLUTION STEP 2
Agile Data Optimization
Feed high quality
leads to BDRs + Rapidly
turn-around surging data
Prioritize what’s working;
Eliminate what’s not
Socialize conversion
metrics with closed
loop feedback
Optimize for sales
enablement: Outreach,
Salesforce, VoiceReach

13. SOLUTION STEP 3
Artificial Intelligence
Text mining & role-based
lead segmentation
Dynamic, data driven
micro-tuning of ICP
Recommendation engine for
cadence/ messaging
Artificial Intelligence for
predictive targeting

14. SOLUTION
TEAM
• Adherence to program objectives
• Provide strategic direction
• Benchmark & evaluation
• Project execution oversight
• Change Management
• Issue ratification and resolution
• Day to day resource management
• Continuous improvement
• Analytics and Insights
• Outbound support
• Live conversation and analytics
Roles &
Responsibilities
Program Management
CXO level
Strategy & Engineering
Leadership
VP – Inside Sales
Director - Marketing Operations
Managers
Sr Mgr - Inside Sales
+
Specialist - Sales Ops
+ IT department
Software Integration
Principal Architect/ Dev Ops,
Software Developers
Data Management
Account Manager/ Data
Architects/ Data Researchers
VoiceReach Dialer
Project Manager/ Back-end
Dialers
Sales Development Reps
Client BDR Team/
Outsourced BDR Team
+
“Closers”
Client Organisation

15. AND …
what results did this
Solution deliver?

16. Actual
Results / ROI
High accuracy researched leads
built / appended / assigned
0NA
55,000
Leads accuracy >95% enabling
higher engagement levels
Average ‘Qualified Leads’
generated per BDR per month
104
54
Qualified Lead (QL) are decision makers
who are actively engaged in a buy cycle
3X
ABM coverage
35k
51k
ABM coverage measured in terms of leads
confirming to ICP criteria in targeted accounts
1.5X
BEFORE
AFTER

17. Actual
Results / ROI
Average
Dials / day
40
16
3X
# Leads allocated to
Individual BDRs
3,652
765
5X
Direct Prospect
Conversations / day
15
3
5X
Average Prospect
Touchpoints / day
35
19
2X
Driving sales engagement touch points

18. Thank You