THE CASE FOR SALES INTELLIGENCEBrian Vellmure

Initium LLC

http://www.brianvellmure.com

http://www.twitter.com/CRMStrategies

SNAPSHOT: TODAY’S CUSTOMER

Time Strapped Intelligent Networked Empowered

In companies with

more than 1,000

employees,

21 different people

are involved in sales

over $25,000Source: Ruth Stevens / Seth Godin

90% of business buyers say when they’re ready to buy…

they’ll find youSource: DemandGen Report

93% of B2B buyers use search to begin the buying process

Source: Marketo

70% of a typical buying process is completed

before a sales person gets involved

Source: Sirius Decisions

Photo courtesy of freefoto.com

However….There is a chance to

reach out to them

if you understand

who they are,

who they know,

what they’re trying to accomplish … and can spot an opportunity to

provide something of value

CUSTOMER EXPECTATIONS

Know Me Don’t waste my time Be prepared Unify sales and marketing messaging Give me the right info at the right time (now)

SNAPSHOT: TODAY’S SALESPERSON

Deals with more accounts / prospects than before

Wades through the mess of buying roles, org charts, priorities of buyers

Likely selling more through phone/digital channels

Pulled in multiple directions: Traveling Prospecting Research Admin Problem Solving Selling?

Only 38% of sales people understand prospects’ needs and how their products/services can address those issues

Source: Forrester Research

Only half of all sales people typically reach their quota

EXPECTATIONS FOR SALES PEOPLE

• Shorten the path to success

• Talk to the right people at the right time with the right information

• Close larger quantities of larger deals in a shorter amount of time

BRIDGING THE GAPLeveraging Sales Intelligence for success

Era of Human Digitization

Typographic portrait by Popeye Framcom

USE DIGITAL DATA TO UNDERSTAND MORE

3. Aggregate Data to build a richer customer profile (and respond appropriately)

Aggregate Data for a richer customer profile

Transactional Data

Richer Customer Insights- Demographic- Psychographic- Socialgraphic- Customer Feedback

Who are your prospects/customers?

What is happening with them? Who do they know? What are they trying to

accomplish?

UNDERSTAND INREAL TIME

DON’T JUST CALL TO “CHECK IN”- Look for triggers,

events, information

- Provide relevant information and intersection points in the context of their jobs and lives

- Map interactions based on signals & customer journey

LEVERAGE SALES INTELLIGENCE

Be more strategic Be more relevant Be more timely Be more efficient

• Shorten the path to success

• Talk to the right people at the right time with the right information

• Close larger quantities of larger deals in a shorter amount of time

RESEARCH: RESULTS WITH SALES INTELLIGENCE

Source: CSO Insights Sales Intelligence Challenge 2011

THE CASE FOR SALES INTELLIGENCEBrian Vellmure

Initium LLC

http://www.brianvellmure.com

http://www.twitter.com/CRMStrategies

THANK YOU!