Accelerate your sales with data

© 2016 MadKudu Inc. Proprietary and Confidential

Francis Brero

● CRO & Co-Founder @MadKudu (Boulder 15)

● Worked with 100+ B2B SaaS companies to improve sales with data science

● Background in Mathematics, Data Science

Maths + Sales

How to use your data to accelerate Sales

Sri Lanka or TurkeyPoland or South KoreaIreland or United States

Pakistan or VietnamThailand or South Africa

Sri Lanka or TurkeyPoland or South KoreaIreland or United States

Pakistan or VietnamThailand or South Africa

Students mean, CI 1.8, 0.4Chimpanzees mean 2.5

“The problem is not ignorance, it’s pre-conceived ideas”

Source: Hans Rosling - The best stats you’ve ever seen

Company size: 10-50 vs 200-500

Industry: HealthCare vs Software

Business Model: B2B vs B2C

Part 1.

Define “Qualified” with DATA!

Consistently, sales they are only working ~60% of the

qualified leads...

And spend ~20% of their time working unqualified leads

% of revenue by lead quality:

● Good ~85%

● Medium ~15%

● Low <1%

1. Extract data from CRMa. Ideally cohort with ~100 conversions

2. Augment the data with demo/firmographicsa. Use 3rd party (FullContact/Clearbit, Virtual

Assistant…)

3. Analyze

Company SizeNumber of

leadsLeads

convertedLeads not converted

Conversion Rate

0 Not Available 876 115 7607 13.13%

1 vSMB <10 1588 242 1346 15.24%

2 SMB <100 3854 749 3105 19.43%

3 MidMarket <250 2468 573 1895 23.22%

4 MidMarket <1000 3104 697 2407 22.45%

5 Enterprise >1000 4842 953 3734 19.68%

Step 1 - Measure

Analyze your historical conversion rates by segment.

Step 2 - Predict

Apply your learnings to your qualification criteria

Step 3 - Optimize

Use your CRM as a feedback loop

Intermission Q&A

Part 2.

Data Driven Sales Behaviour

Goals only exist to drive behavior

SLAs define success as a quantifiable metric

How many of you consistently reach out to all qualified leads within 24h?

Top companies benchmark => 64%

MQL to Opp conversion rate 3.5x greater

Marketing: SAL/MQL > 80%

Sales: MQL contacted within 24h > 95%

Sales: MQL contacted 6 times within 28d > 80%

1. Use data to overcome preconception over your ICP

2. Use data to increase leverage in your sales process

Thank you!

francis@madkudu.com