What You'll Learn: - How your team’s performance compares to 300+ high-growth sales teams - A rich list of sales secrets uncovered in closed won deals (that you can replicate today) - Urgent coaching & enablement implications for your SDRs, AEs, CSMs

1. How High-Growth Sales Teams Sell
Findings From 5M+ Sales Calls
Source: State of Conversation Intelligence 2020 Report
Natalie Severino
VP Marketing
Chorus.ai
Gabe Villamizar
Global Sales Evangelist
Lucidchart
Scott Barker
Head of Partnerships
Sales Hacker

2. STATE OF CONVERSATION INTELLIGENCE 2020
WHAT WE DID
Analyzed 5M+
calls across stages
from 300+ orgs in
2019
Identified
differences in SMB,
Mid-Market, and
Enterprise Selling

3. HOW WE DISSECTED THE DATA
Overall
Sales Cycle
1
SDR Cold
Calling
2
Sales Discovery
Meetings
3
Late-Stage Deal
Conversations
4
Post-Sales
CSM Meetings
5

4. THE SALES
CYCLE
What does it look like end to end?

5. What does a complete deal cycle look like?
Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
91
DAYS
9
From the first cold call to
closing the deal
Avg. # of interactions (calls,
meetings) with the selling team
11 interactions in Closed Won deals; 13 interactions in Enterprise deals
STATE OF CONVERSATION INTELLIGENCE 2020 / OVERALL SALES CYCLE
130+ days for Enterprise deals

6. Where can I shrink my sales cycle?
Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / OVERALL SALES CYCLE
COLD CALLING
Days 1-30
30 Days | 6 Connected Calls
DISCOVERY
Days 31-39
9 Days | 1-2 Meetings
LATE-STAGE
Days 40-91
52 Days | 3+ Meetings
96 days in Closed Won deals; 87 days in Closed Lost deals
Discovery was 4 days shorter in lost deals

7. Where do most prospects drop off?
Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / OVERALL SALES CYCLE
.94% Call : Meeting
106 DIALS
32% Meeting : Opp
11% No Shows
32%
OPPS
19%
WON
$16.5K ACV
Actual Deal Size
$25K Avg. Size of
Opportunity

8. COLD
CALLING
What ADR/BDR/SDR team are
doing on their calls

9. Successful cold calls are longer
Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / SDR COLD CALLS
AVERAGE SUCCESSFUL
132
SECONDS
7.5
MINUTES
What kind of talk tracks do
you reps use in a 7-8 minute
conversation?
5 minutes longer

10. Reps behavior on cold calls
Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / SDR COLD CALLS
44%
40s
Average rep talk time
Longest monologue
4-5
1
Questions asked
Engaging Moment from
Buyer
Prospects ask 2-3 questions

11. Pricing does come up on cold calls
Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / SDR COLD CALLS
1-2
TIMES
Enterprise buyers talk about
pricing even more
(2-3 times in a cold call!)
COUNTERINTUITIVE

12. DISCOVERY
What sales reps are doing well (or
not) when they’re just getting
started

13. Good discovery is engaging, goal-oriented
Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / SALES DISCOVERY MEETINGS
AVERAGE SUCCESSFUL
2
ATTENDEES
(1-ON-1)
2+
ATTENDEES
(MULTI-THREAD
EARLY)
4
ENGAGING
MOMENTS
6
ENGAGING
MOMENTS
2
NEXT STEPS
5
NEXT STEPS
31
MINUTES
39
MINUTES

14. Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / SALES DISCOVERY MEETINGS
Competitors, Discounts, Monologues
COUNTERINTUITIVE
2X
MORE
COMPETITIVE
MENTIONS IN WON
DEALS
50%
MEETINGS HAVE
DISCOUNT
MENTIONS (BY
PROSPECT)
>2MINS
REPS MONOLOGUE
LONGER IN
CLOSED WON
DEALS

15. LATE
STAGES
How deals are accelerated
towards closing

16. Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / LATE-STAGE DEALS
As the deal advances…
Shorter meetings
Fewer competitor mentions
2 times in Closed Won deals
4+ in Closed Lost deals
4
QUES
Fewer questions asked
8 in Discovery; Lost deals have
6-7 questions asked in late stages
3-4
TIMES
20
MINS
25-30 mins in Closed Lost Deals
<20 mins in Closed Won deals

17. CUSTOMER
SUCCESS
How business support and grow
their customer accounts

18. Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
STATE OF CONVERSATION INTELLIGENCE 2020 / POST-SALE CSM MEETINGS
Competitors can still come up
COUNTERINTUITIVE
CSMs typically meet with an
account about 8-10 times
a year.
Competitors can still come up.
Are CSMs trained?
1-2
TIMES

19. Source: State of Conversation Intelligence 2020 (sign up now: bit.ly/ChorusInsights)
Get your managers to coach in early stages
BONUS TIP!
60%
Managers coach late stage
deals 60% more often than
early stage.
63%
Top managers coach 63%
of deals in an early stage
30%
HIGHER
WIN RATES

20. OVERALL 91 Day Cycle; 109 dials & 29 calls to book a
meeting, 32% meetings become deals, 19% won
SUMMARY
Focus on how all
your seller teams
(SDR, AE, CS)
interact with
customers and
what they
communicate
COLD CALLS Successful calls are longer, more engaging. Be ready to
deal with pricing questions.
DISCO Multi-thread early, more questions & next steps. Learn
to love the competitive deals.
LATE STAGE Shorter meetings, fewer questions.
POST SALE Be prepared with competitive talk tracks
MANAGER
COACHING
Coach more on discovery than late stages

21. State of Conversation Intelligence 2020
Sign up for the early release: bit.ly/ChorusInsights
Natalie Severino
VP Marketing
Chorus.ai
Gabe Villamizar
Global Sales Evangelist
Lucidchart
Scott Barker
Head of Partnerships
Sales Hacker