This deck looks at the evolution of the next model in enterprise sales and marketing: the high velocity organization. See how high velocity teams use technology, data and automation to align sales and marketing and drive faster leads and conversions.

1. Sales & Marketing 3.0
The High Velocity Model
@GGVCapital

2. • What is High Velocity Sales and Marketing?
• The High Velocity Stack
• How to Implement a High Velocity Strategy
Contents

3. What is High Velocity Sales?

4. The high velocity sales model
goes beyond field- or inside-only
sales – using new technologies
to increase quality leads and
lower acquisition costs.
G E N 1 . 0 G E N 2 . 0 G E N 3 . 0
Field Sales
Inside Sales
High Velocity

5. High Velocity Tactics
Content Marketing:
• Top, middle, and bottom funnel
content
• Active corporate blog
• Customer case studies
• Webinars
Sales Technologies:
• Integrating sales & pipeline data
with CRM, marketing automation,
3rd party business databases or
real-time website activity tracking
• Leverage power-dialer software to
touch more prospects
• Mobile-first scheduling, account
tracking or CRM apps
Inbound Marketing:
• Web forms & landing pages
• SEO campaigns leading to
specific pages
• Social media marketing
• Hyper-targeted advertising
Lead Management:
• Collaboration between sales &
marketing for lead qualification
• Lead nurturing programs
• Lead scoring
Deployment & Sign-up:
• Self-service option as one step of
the funnel
• Freemium or free trial options

6. 6
Who is a candidate for high
velocity?
Products that
• enable self-serve trials
• offer easy demos
• are easy to deploy
• require minimal training to use
Organizations that
• can tightly align sales,
marketing, product and finance
• can support rapid sales cycles

7. The High Velocity Stack

8. Growth of Sales Acceleration Spend
Source: InsideSales.com, “The 2014 Sales Acceleration Technology Market Size Study.”
$12.8
$30.0
C U R R E N T 2 0 1 7 E
North American spend
in sales acceleration ($ billions)
134%

9. Sales Acceleration Spend by Type
9
Source: InsideSales.com, “The 2014 Sales Acceleration Technology Market Size Study.”
Email
15%
Voice
13%
Intelligence
12%
Predictive
10%
Chat
8%
PresTech
8%
Video
7%
Communicati
ons
6%
Contract
6%
Fax
4%
Visualization
4%
Social
4%
Texting
3%
% Spend Sales Rep
Communications
technologies lead
spend but predictive
and intelligence
technologies are key
investments

10. Sales and marketing technologies focus on lead gen
10
Source: Aberdeen Group, “Eliminating the Noise: Best Practices for the Five Ws of Sales
Intelligence,” Aug 2013. Survey of 206 end-user organizations, conducted in June and July 2013.
of sales intelligence
deployments have the
goal of improving quality
and quantity of leads
of B2B marketers view
more and better leads as
the most important
benefit of marketing
automation
Source: Pepper Global, “B2B Marketing Automation Report 2014.” Survey of 900 B2B Marketers.
60%
+

11. Evolution of the Sales Acceleration Suite
11
E X I S T I N G S O L U T I O N S N E X T G E N E R AT I O N
Lead Capture and Management
• Rules-based lead scoring with basic metrics
• Marketing automation pushes campaigns to
targeted leads
Predictive Leads & Inbound Marketing
• Automated lead scoring via predictive
models
• Track of all points of contact with leads
Sales Force Automation
• Manually assign pipeline probabilities
• Quota-linked sales rewards
• Quoting and order management systems
Predictive Reporting and Gamification
• Sales reporting based on models
• Live, real-time sales leaderboards and
rewards
Sales Team Communication
• Chat-based collaboration
• Sales lifecycle collaboration with marketing
• Sales data input is manual
• Marketing automation sync with CRM
Salesperson-First Tools
• Lightweight tools enhance efficiency
• Sales-first inbox
• Automatic activity tracking
• Mobile CRM

12. M A R K E T I N G
The Sales and Marketing Landscape
L E A D G E N E R A T I O N
Inbound Marketing & Lead Prospecting Business Directory & Paid Leads
L E A D M A N A G E M E N T
S A L E S P E R S O N C O M M U N I C A T I O N
Sales CRM & Email Lead Scoring
Classifications are based on key strengths of each company, but
companies may offer feature sets that span multiple categories.
Marketing Automation Leaders Content marketing
S A L E S A N D C U S T O M E R S U C C E S S
Telephone Presentation Mobile
Sales Reporting & Prediction Compensation & Incentives Customer Success & Retention

13. 13
How to implement a high velocity
strategy

14. 90%
62% 60%
87%
54%
48%
68%
15% 15%
Use a sales-focused
database of accounts,
contacts and sales
opportunites
Integrate third-party
content into CRM
Integrate CRM, internal
records and external
sources into account
management platform
%OFSALESTEAMS
Best-in-class Average Laggard
Best Practice #1: Integrate Sales Intelligence and CRM Data
14
The best-in-class sales
teams not only use a
sales database but
integrate it with other
content and tools.
Source: Aberdeen Group, “Eliminating the Noise: Best Practices for the Five Ws of Sales Intelligence,” March 2014.
Survey of 261 end-user organizations. Best-in-class companies are the top 20% of companies surveyed in terms of
team & individual quota attainment, revenue growth and YoY reduction in sales cycle.

15. Best Practice #2: Blend Sales & Marketing
15
Source: Aberdeen Group, “Marketing and Sales Alignment: A Primer on Successful Collaboration,” March 2014. Survey
of 261 end-user organizations, conducted in August and September 2013. Best-in-class companies are the top 20% of
companies surveyed in terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle.
79%
53% 53% 53%
32%
45%
51%
35%
Sales-led lead
nurturing
Automated system
to track lead gen,
nurturing, sales
activity
Real-time
notifications when
a lead becomes
qualified
Regular
collaboration to
define, refine
requirements of
qualified lead
%WHODEEMCAPABILITY
IMPORTANT
Best-in-class All others Best-in-class salespeople are
more likely to collaborate with
marketing and take on
marketing-like responsibilities,
including lead nurturing and
qualification.

16. Best Practice #3: Centralize Sales Content
16
Source: Aberdeen Group, “Shortening the Last Sales Mile through Workflow Automation,” April 2013.
Survey of 165 end-user organizations. Best-in-class companies are the top 20% of companies surveyed in
terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle.
80%
20%
56%
40%
1 or 2 3+
N U M B E R O F
C O N T E N T R E P O S I T O R I E S
U S E D B Y S A L E S T E A M S
Best-in-class All others
4 out of 5 best-in-class
sales teams use only one
or two central repositories
for sales and marketing
content.

17. Best Practice #4: Use Predictive Analytics
17
The best-in-class
organizations are leading
the industry in using
predictive analytics for
marketing and sales
forecasting.
Source: Aberdeen Group, “Big Data for Sales: Are We Ready?” March 2014. Survey of 261 end-
user organizations. Best-in-class companies are the top 20% of companies surveyed in terms of
team & individual quota attainment, revenue growth and YoY reduction in sales cycle.
27% 27%
11%
9%
0%
8%
For marketing effectiveness For sales forecasting
U S E O F P R E D I C T I V E A N A L Y T I C S
Best-in-class Average Laggard

18. Best Practice #5: Use Real-Time Marketing
18
The best-in-class
teams are generate
custom marketing
segments and
dynamically update
them over time.
Source: Aberdeen Group, “Sales Enablement Technologies: Some Things Old, Some Things New,” March
2014. Survey of 261 end-user organizations. Best-in-class companies are the top 20% of companies
surveyed in terms of team & individual quota attainment, revenue growth and YoY reduction in sales cycle.
47%
37%
32%
38%
19%
23%
Customer behavior used
to segment/target
audiences
Generate customer profile
based on real-time click
analysis
Dynamically update
customer profile based on
real-time activity
U S E O F R E A L - T I M E M A R K E T I N G
Best-in-class All others

19. Learn from the Pros
19
• Social media can be a very productive source of
marketing leads, but to make it work you need run tons
of highly customized campaigns.
• Use content to draw in prospects, but focus content on
helping people solve their problems - not on selling your
product.
• Resist the urge super-size every deal – instead optimize
for a rapid sales cycle.
• Smaller deal sizes that can be approved outside of a
procurement process can increase speed and volume.
Insights from a recent GGV Capital panel including:

20. Thank you