Leveraging Lenati’s expertise working with multiple clients designing and executing inside sales GTM and engagement models, we’ve identified critical components of a “best in class” inside sales organization and use this IP to help sales leaders benchmark their own sales org to identify strengths and weaknesses. The “anatomy lesson” identifies key building blocks required for designing a world class inside sales plan including: Segmentation, Customer Journey, Functional Alignment, Metrics Management & Infrastructure.

1. Building Stronger Customer Connection
Anatomy of World Class Inside Sales
Dailah Lester
Manager, Sales Strategy
Consulting
dlester@lenati.com
Mark Ippolito
Sr. Manager, Sales Practice
Leader
mippolito@lenati.com

2. How do you define World class
inside sales performance?
 >87% of sales representatives are achieving
quota
 >17% year over year increase in sales revenue
 >7% year over year improvement in lead
conversion rate
 Win/loss performance improvement of >6% year
over year
2
Source: Aberdeen Group

3. What are key characteristics of a World
Class inside sales organization?
 Strategic Alignment between Marketing & Sales
 collaboration & agreement on demand generation
programs, definitions to increase quality & conversion
rates
 Inside Sales Enablement
 team provided with resources & tools for
customer/prospect business intelligence data to
improve contact results
 Email & Content Engine – tight integration with
customer relationship management system
 Create efficiency and maximize pipeline velocity
3
Source: Aberdeen Group

4. 2013 Inside Sales Top 5 Challenges
4

5. To achieve World Class performance in 2013,
Do you need to hire more people, implement
training and process or provide your reps with
technology and tools to be more effective?

6. Building Stronger Customer Connection
Sales Optimization
Anatomy for World Class Inside Sales

7. Anatomy for World Class
5 key building blocks for designing an inside
sales strategy and questions you should answer
to be successful:
What People,
Processes,
and Tools do
you need in
place to
successfully
enable your
sellers?
Who are your
customers
and where are
your
opportunities?
How do your
customer’s
buy and what
do they get
from a sales
representative
?
How do sales
activities align
to the
customer
journey and
what roles
need to be
created?
What are the
key metrics to
benchmark
and track to
enable desired
behavior?
SEGMENTATION CUSTOMER
JOURNEY
FUNCTIONAL
ALIGNMENT
METRICS
MANAGEMENT
INFRASTRUCTURE

8. Customer Segmentation
Inside Sales Strategy begins and ends with a deep understanding of who your
customers are.
INVESTMENT ALLOCATION
SALES RESOURCING & QUOTA
ALIGNMENT
Emerging
Large Mature
Med. Mature
All Others Markets
Tier 2: Growth
Tier 1: Strategic
Tier 3: Scale
Size the
opportunity
Align offering
with customer
needs
Choose how
to reach those
customers:
Evaluate the CustomerEvaluate the Market= +
Target
Bundle
Solution
Product
Vertical or
Industry
Alignment
20%
30%
50%
A B C
PRODUCT A, B & C
Tier 1
Customer
PRODUCT A & B
Tier 2
Customer
PRODUCT A
Tier 3
Customer
Product
Offering:
Self Serve Retail Inside Partner Field
Segmentation
Go to Market
Channel Strategy

9. Customer Journey Spectrum
Customer Journey
9
Solution
SellingTransaction
al Selling
Tele-Sales Model
High-Volume, Impression
Sales
Virtual Sales
Model
High Touch, Remote
Sales
 Call center excellence
 Call Scripts
 Outbound/Inbound customer
management
 Activity based metric
management
 Standard Product
 Many Substitutes
 Simple/Easily Understood
 Custom Solutions
 Low Substitutes
 Complex Value
Develop a deep understanding of how your customers buy and the sales model
needed to address the customer buying journey.
 Relationship Management
 Consultative Selling
 World Class virtual sales tools
 Sales Specialization
 Value based metric
management

10. Function & Role Alignment
Defining a clear and targeted focus for inside sales roles are critical for success:
Bus Dev Sales Services
• Lead Generation
• Prospecting
• Qualification
• Registration
• Small Business
• Mid-Market
• Enterprise
• Product
• Account
Management
• Consultation
Services
• Implementation
• Support
Align role resources to meet the different functional needs of the business:
Team Sales
Field
Inside
Specialist Sales Segment Sales
Product
Function
Tech

11. Metrics Management
DATA
CULTURE
KPI
DEFINITION
PERFORMANCE
BENCHMARKING
TRACKING &
REPORTING
Identify key activities
drive successful end
results and inform
how behaviors can
be replicated.
Key Performance
Indicators are
universally
established,
measured and
tracked. These
metrics are both
leading and lagging
indicators of
performance.
Utilize a continuous rhythm of
the business to track and
report upon KPI definitions to
enable data driven decision
making and optimization.
Build a culture of data with insights, actions, and decision-making all coming back to
measurable outcomes.

12. Infrastructure
12
High Performing Sales Professionals
Consistent Tools Company-Wide
Scalable & Repeatable Proce
PEOPLE
PROCESS
TOOLS
Define the enabling set of people, process, and tools needed to fulfill on the strategy

13. How do YOU achieve
World Class status?
 Segment for Sales
 Define your customers and prioritize opportunities
 Define Customer Journey
 Real-time, market-facing applications
 Align Functions & Roles
 Clear focus for each role and function
 Metrics Management
 Culture of data driven insights and decision making
 Infrastructure Design
 People, Process, and Tools

14. Thank You
Learn More: http://www.lenati.com/blog
Mark Ippolito Dailah Lester
mippolito@lenati.com dlester@lenati.com