leveraging data to optimize sales & marketing
DESCRIPTION
Data is big business. Every day, we create 2.5 quintillion bytes of data. According to IBM, 90 percent of the data in the world today has been created in the past two years alone. In this presentation, gain a better understanding of how data can be used to improve sales and marketing effectiveness in five key areas: sales team building, identification of target(s), content creation, product analysis, and sales and marketing processes. Walk away with ideas on how to begin using existing data to strategically align sales and marketing and drive revenue.TRANSCRIPT
Leveraging Data to Op/mize Sales & Marke/ng Effec/veness
Troy Burk Founder and CEO, Right On Interac/ve
Data is Big Business
• 90% of the data in the world today was created in the past two years
• Unstructured informa/on will account for 90% of all data created over the next decade
• Since 2005, annual investments by enterprises in hardware, soPware, cloud services technologies and staffing, has increased 50% to $4 trillion
2011 Digital Universe Study, "Extrac/ng Value from Chaos"
Companies that leverage data outperform their peers.
5 Elements of Excellence
Data
1. Sales Organiza/on – Structure – Recrui/ng – Hiring Process – Performance – E2C Ra/o
5 Elements of Excellence
Rep Ac'vity Ac'vity Fit Engagement Fit
Bill 800 300 600
Sally 600 300 800
Terry 400 350 1000
2. Targets A. 80/20 B. Profitability C. Movement or Lifecycle Stage Conversion D. Velocity E. NTBT (Not Today, But Tomorrow)
5 Elements of Excellence
Zip Code Applicant Admi7ed Enrolled %
46218 1200 600 400 (89%) 33%
47312 60 55 50 (11%) 83%
3. Messaging – What content is resona/ng? – Stage Behaviors – Cross-‐Channel Agribu/on – Audience Segmenta/on – 360 View of the Customer
5 Elements of Excellence
4. Product – Product U/liza/on – Product Quality – Customer Sa/sfac/on/Sen/ment – How people are talking about you – Customer to Peer Examples
5 Elements of Excellence
5. Process (5 E’s) – Efficiency – Effec/veness – Economy (Save Money) – Economy (Make Money) – Engagement
5 Elements of Excellence
5 Elements of Excellence
Data
Ques/ons?
@troyburk tburk@rightoninterac/ve.com