Demystifying the Sales Tech Stack

Brian FravelVP of Marketing, Veelo@veeloinc @fravelb

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Agenda

• Scope / considerations

• Framework

• Walk through the framework with example companies

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Scope

• Focus is on act of selling and improving sales performance

• Out of scope

• Customer retention, customer service

• Martech stack

• CRM & marketing automation

• Framework to help decide needs and ask potential vendors the right questions

• Not an exhaustive list of logos (à la Chiefmartec.com martech stack)

• Prioritized simplicity

http://chiefmartec.com

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Key Considerations

• Vendors don’t fit neatly into a single box

• Some do only one thing, some cover multiple use cases/capabilities

• Vendors tackle the same problem differently and at different levels

• Define your business challenge before diving into evaluation of technology

This is one point of view for a fast-paced, changing landscape. It’s fluid. Not static.

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Last Word of Caution

Without a strategy and plan, your sales tech stack will end up looking like this:

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Defining the Sales Tech Landscape

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Sales Tech Stack Framework

The Sales Process

Administrative Support People Development Business Intelligence & Analytics

• Forecasting• Quota management• Comp/Incentives

• Territory

Gather Information• Contact information• Lead augmentation /

enrichment data

What you do to sell• Presentation tools• Sharing tools• What should you say and

share?• Content management

What you do to close• CPQ• Contract & signing

Decide who to contact• Lead prioritization /

predictive lead scoring –(who to call &when)

• Account based selling• Pipeline management• Account planning

• Email automation • Phone/dialer automation• Social selling

• Scheduling tools • Online meeting tools

How you contact

• Onboarding & training• Coaching

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The Sales Process

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Gather InformationSales Process

Business Challenges:• I want to target my product at X audience. I need contact information.• I have some information, but need more (e.g., title, phone, email, etc.)

Example Companies:

Key Considerations:• Quantity vs quality• One-time or ongoing need?• Target buyer

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Decide Who to ContactSales Process

Business Challenges:• How do I maximize rep time by focusing on leads with highest probability to close?• How do I make sure reps are contacting leads at the right time and right frequency?

Example Companies:

Key Considerations:• Approach: account based vs all leads• Sales Development Rep vs Inside Sales vs Field Sales

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How You ContactSales Process

Business Challenges:• How do I efficiently and effectively communicate with a prospect?

Example Companies:

Key Considerations:• Communication needs• SDR vs inside sales vs field sales

Call Automation Online meetingCalendaring Cross-channel communication(email, social, mobile, etc.)

Social

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What You Do to SellSales Process

Business Challenges:• What do the reps need to know, say and do in the sales conversation?• How do I make sure reps stay on message, share the right content and sell on value?

Example Companies:

Key Considerations:• Content/presentation• Coaching

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What You Do to CloseSales Process

Business Challenges:• Quickly create a quote and move from “quote to cash.” Produce quotes configured to opportunity

based on defined business rules. Get the contract signed and official.

Example Companies:

Key Considerations:• Product line complexity• Pricing complexity and flexibility• Pricing approval process

Configure, Price, Quote (CPQ) Digital Signing

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People Development

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People DevelopmentKnowledge / Skills

Business Challenges:• How do you onboard quickly and effectively?• How do you maintain high performance from sales reps with the right knowledge and coaching

throughout their career?

Example Companies:

Key Considerations:• Contextual coaching vs ad hoc/non-contextual• Micro-learning tools for post training reinforcement• Sales training solution vs corporate training solution

Onboarding & Training Coaching

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Administrative Support

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Administrative Support

Business Challenges:• How do I make sure I have the support functions in place to make sure my sales organization runs

efficiently and effectively?

Example Companies:

Key Considerations:• Product offering complexity• Sales force size

Forecasting

Administrative Support

Commissions & Quota Management Recognition

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Business Intelligence / Analytics

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Business Intelligence & Analytics

Business Challenges:• How do I draw actionable insights from all this data?• How do I report the full sales process picture vs snapshot of a piece of it?• My GM wants the data sliced and diced this way…

Example Companies:

Key Considerations:• Amount of data• Reporting needs• Number of software tools

Business Intelligence & Analytics

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Sales Tech Stack Framework

The Sales Process

Administrative Support People Development Business Intelligence & Analytics

• Forecasting• Quota management• Comp/Incentives

• Territory

Gather Information• Contact information• Lead augmentation /

enrichment data

What you do to sell• Presentation tools• Sharing tools• What should you say and

share?• Content management

What you do to close• CPQ• Contract & signing

Decide who to contact• Lead prioritization /

predictive lead scoring –(who to call &when)

• Account based selling• Pipeline management• Account planning

• Email automation • Phone/dialer automation• Social selling

• Scheduling tools • Online meeting tools

How you contact

• Onboarding & training• Coaching

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Conclusion

• Plan before you act

• Know the problem you want to solve before engaging vendors

• Choose the solution that solves your need—biggest isn’t always best

• Come back for more

veeloinc.com/subscribe

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Thank You!