Increase Lead Cycle Velocity and Close More Deals

Increase Lead Cycle Velocity and Close More Deals

Raghu Raghavan, CEO, Act-On Software
Dave Elkington, CEO, InsideSales.com

#AOWEB

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

Copyright © InsideSales.com Inc. All Rights Reserved #AOWEB

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


Raghu Raghavan
• Chief Executive Officer, Act-On Software
• www.actonsoftware.com
• (877) 530-1555
• rr@actonsoftware.com


Marketing Today
• 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


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


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


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


Dave Elkington
CEO | InsideSales.com
www.insidesales.com
801.853.4090
delkington@insidesales.com


• 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


Inside Sales Market Size

2009 – 800K

2012 – 2.3M


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


Inside Sales Efficiency

⅓ – ½ Cost
What is your total targeted compensation for a fully
What is your average inside salesperson's annual
productive inside salesperson? quota?

>$1,000,000
23.6% < $250,000
$80,000 $70,154 30.2%

$60,000

$40,000 $500,000 -
$1,000,000
23.6% $250,000 -
$499,999
$20,000 22.6%

$0
$ Annual Targeted Compensation


How to Structure Inside Sales


InsideSales.com Structure


Response Time

Contact rates
significantly
Contact Rate
100x decrease from 5 min to 30 min
drop off after
5 minutes
Qualification Rate
21x decrease from 5 min to 30 min
Contacted Leads
Qualified Leads

Source: 2007 Original Kellogg/MIT Study, Dr. James Oldroyd


ResponseAuditTM

Omniture Summit 2008 526 54.9% 54:06 1.74

Dreamforce 2008 124 53.2% 44:31 1.14

Dreamforce 2009 2,875
49:07
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

Source: InsideSales.com Response Analysis Studies


Sales Go to the First Responder

For inquiries submitted on the web

78%
of sales go to the first company to respond!


ResponseAuditTM

Omniture Summit 2008 526 54.9% 54:06 1.74

Dreamforce 2008 124 53.2% 44:31 1.14

Dreamforce 2009 2,875 1.22
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

Source: InsideSales.com Response Analysis Studies


% of Sales Closed by Call Attempt

Source: InsideSales.com Internal Study


Thomas Oldroyd
Sr. Dir. Marketing | InsideSales.com
www.insidesales.com
801.854.9936
toldroyd@insidesales.com


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


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


Shawn Naggiar
• Chief Revenue Officer, Act-On
• www.actonsoftware.com
• (877) 530-1555
• shawn.naggiar@actonsoftware.com


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


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


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


In Conclusion
• 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


Q&A
Event slides and recording will
be emailed to all attendees.

www.actonsoftware.com
www.insidesales.com

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