high lead velocity with insidesales.com and acton
TRANSCRIPT
Increase Lead Cycle Velocity and Close More Deals
Raghu Raghavan, CEO, Act-On Software
Dave Elkington, CEO, InsideSales.com
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What is High-Velocity Low-Friction?
• Removing barriers
– Internal
• Real-time workflow
• Real-time knowledge sharing
– External
• Multi-channel content delivery
• Multi-channel conversation
monitoring
• Creating real marketing &
sales alignment
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The Social Enterprise Changes Everything
• Speed– Time to respond
– Velocity to market
• Openness– Highly integrated
– End-to-end processes
• Ease– Simplicity over complexity
– Minimal support requirements
• Everywhere– Communities not customers
– Thought leadership
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Raghu Raghavan
• Chief Executive Officer, Act-On Software
• www.actonsoftware.com
• (877) 530-1555
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• Must Be Agile & Nimble
– Must adapt to fast-changing market conditions
– Speed of planning & execution is paramount
• Must Be Fully Integrated With Sales
– Prospect info at both sales & marketing fingertips
– Dynamic prospect engagement model
• Must Do More with Less
– Small marketing teams (SMT); big ambitions
– Line-of-business people, minimal IT support
Marketing Today
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Emergence of SMTs
• Reflects the new Social Enterprise
• Outgrowth of pervasive decentralization trend
• Specialized roles based around Inbound/Outbound tactics
• SMT Characteristics
– Small companies or departments of large companies
– SMB type budgets
– Fortune 500 type marketing sophistication
– Typically 10 people or less
– Minimal IT / technical support
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What Do SMTs Need?• Enterprise software “consumerized” user experience
– Expecting to see/use familiar consumer web & social media paradigms
• To be up and running quickly
– Cannot tolerate complex database implementation needs
• To create content quickly
– Should be as easy to use as Microsoft Word
• To use all available marketing channels
– Social media
• Real-time business intelligence, out of the box
– Multi-channel behavioral analysis & segmentation
• Flexible business terms
– Getting CFO involved is quickest way to slow things down
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Explosive Growth = SMT Validation
• Act-On Software was a late entrant to market
• Act-On has quickly become an established player
– Passed Pardot in Q2 2011 and Q3 2011 in number of new
customers added
– Passed Marketo in Q3 2011 in number of new customers added
• Tripling in year-over-year revenue growth
• Very short sales cycle (~30 days)
• Negligible churn
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Dave Elkington
CEO | InsideSales.com
www.insidesales.com
801.853.4090
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• Cold Callers – Based on lead behavior
and content consumption
• SEs – For technical influence/service
• Lead Response Reps – Continuously
engage with your leads with appropriate
information
• Closers – Bringing them in from the cold
• Demo Specialists – The critical closing
tool in a virtual world
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Inside Sales Market Size
2009 – 800K
2012 – 2.3M
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Clouds are bringing rain
Salesforce.com “grew
their company for the first
five or six years with a
telesales or Inside Sales
model.”
Marc Benioff
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Inside Sales Efficiency
$0
$20,000
$40,000
$60,000
$80,000
$ Annual Targeted Compensation
$70,154
What is your total targeted compensation for a fully productive inside salesperson?
< $250,00030.2%
$250,000 -$499,999
22.6%
$500,000 -$1,000,000
23.6%
>$1,000,00023.6%
What is your average inside salesperson's annual quota?
⅓ – ½ Cost
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How to Structure Inside Sales
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InsideSales.com Structure
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Response Time
Contact rates
significantly
drop off after
5 minutes
Source: 2007 Original Kellogg/MIT Study, Dr. James Oldroyd
Contact Rate100x decrease from 5 min to 30 min
Qualification Rate21x decrease from 5 min to 30 min
Contacted Leads
Qualified Leads
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Omniture Summit 2008 526 54.9% 54:06 1.74
Dreamforce 2008 124 53.2% 44:31 1.14
Dreamforce 2009 2,875 39.9% 41:07 1.07
Cloudforce 2010 472 30.7% 49:49 1.32
Leads Con East 2010 57 35.1% 56:05 2.00
ResponseAuditTM
Source: InsideSales.com Response Analysis Studies
49:07
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Sales Go to the First Responder
For inquiries submitted on the web
78%of sales go to the first company to respond!
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Omniture Summit 2008 526 54.9% 54:06 1.74
Dreamforce 2008 124 53.2% 44:31 1.14
Dreamforce 2009 2,875 39.9% 31:07 1.07
Cloudforce 2010 472 30.7% 49:49 1.32
Leads Con East 2010 57 35.1% 56:05 2.00
ResponseAuditTM
Source: InsideSales.com Response Analysis Studies
1.22
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% of Sales Closed by Call Attempt
Source: InsideSales.com Internal Study
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Thomas Oldroyd
Sr. Dir. Marketing | InsideSales.com
www.insidesales.com
801.854.9936
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Background/ Requirements
• Tactical immediate results with Strategic goals
• Integration with our High Velocity Sales model
• Email basics plus:
– Robust A/B Testing
– In-depth Tracking and Reporting
– Ease of use
• Additional Lead Mgmt. & Marketing Tools
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Real Results – Lead to Sale
• Immediate Response via Web Visitors
• 100’s of Leads Per Week
• A/B results:
– Specific Location: 11.1% Open and .9% Click
– Local Presence: 5.1% increase in Open, 37%+
Response Rate
– Time of Day: 3-5pm best time and 33% lower Opt-out
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Shawn Naggiar
• Chief Revenue Officer, Act-On
• www.actonsoftware.com
• (877) 530-1555
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Background/ Requirements
• Need to keep up with marketing velocity
• Efficient follow up & appointment setting
• Means to cycle through older or stalled opps
• Ease of use and speed to implementation key
• Huge adoption concerns from past experience
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Integrated Solution = Real Results
• No lead left behind program implemented
• From max 100 to almost 350 calls per/rep/day
• Increased # of booked appointments over 2X
• Opportunity revival programs yielding return
• Adoption and results within a week
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Summary
• Pipeline stage progression speed up by 20%
• 269% year over year revenue growth: 2010-2011
• 50% quarter over quarter growth
• From 75 to 500 customers in 14 months
• We loved it so much we integrated with it for end
to end Sales and Marketing alignment
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• Social Enterprise has fundamentally altered marketing & sales
• High-Velocity Low Friction model – technology, processes and
practices – removes barriers; creates real marketing/sales alignment
• Small Marketing Teams (SMTs) – marketing paradigm for the
social enterprise
• New Accelerated Sales Model creates new Superstars
• SMTs & ASM align sales & marketing for maximum pipeline
velocity for the Social Age
In Conclusion
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Q & A
Event slides and recording will
be emailed to all attendees.
www.actonsoftware.com
www.insidesales.com