how to optimize inside sales for the smb market using data science
TRANSCRIPT
Deer hunting!
How to accelerate SaaS sales in the SMB market.
Credit: Christoph Janz at Point 9 Capital
Zero touch (self service)SalesMarketing
Zero touch (self service)SalesMarketing
?
Zero touch (self-service)
High touch sellOne touch sell
We studied SV for each
Zero touch (self-service)
High touch sellOne touch sell
Examining 45,000 leads from 10 companies
Speed?
Deers are only closing 10% faster than elephants
Conversion rate?
The conversion rate of deers is 3x more than elephants
Deal size?
Elephant deal sizes need to be 10x bigger to achieve the same velocity
Need different sales workflow!
Leads worked All active Only ready-to-buy
Scheduling Call and schedule meetings with multiple stakeholders
Prospect self schedules
Meetings Many, multi-party, some on site Single call close
Calls Personalized demos Script based on behavior
Don’t chase the herd.
Don’t chase the herd.
What are the true leading indicators that a deer is going to buy?
Visit pricing page
Download X whitepaper
What are the leading indicators that a deer is going to buy?
Visit pricing page
Create X dashboards
Share X dashboards
Download X whitepaper
Invite X new usersTurn on X integration
But WHICH one is most important?
Visit pricing page?
Create X dashboards?
Share X dashboards?
Download X whitepaper?
Invite X new users?Turn on X integration?
Email #1. What do you think?
Email #2. What do you think?
Good! Relevant. Call = opportunity
Get in-app data into
CRM.
No research for the call!
Website and In-app activities
Marketing activities
3rd party data
CustomerAnalyticsDatabase
Send only the elephants and the engaged deers to
Salesforce .Enrich lead profiles with demographics and behavior
intelligence.