How to Build The Perfect Sales Stack

How To Build the
Perfect Sales Stack
@PersistIQ

@PersistIQ
Table of Contents
1. Examining the Sales Process…………….5
2. Lead Generation…………………………... 9
3. Lead Management…………………………17
4. Demonstrating the Product………………. 26
5. Closing the Deal……………………………32
6. Filling in the Gaps…………………………. 36
7. Final Thoughts……………………………...40

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“Today, there are enough sales tools for
salespeople to build their own stack of
technology. Embracing these technologies
gives us an unfair advantage.”
(Click to Tweet)
-Max Altschuler
Founder, Sales Hacker

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We asked Mark Roberge:
“What is a common question that you get that’s actually the wrong question?”
He explained that people constantly ask him
for absolute answers to questions like,
“What traits should I look for in a sales hire,”
and “How should I onboard new
employees.” Instead, they should be asking,
“How do I come up with an employee
onboarding process that works best for my
company?”

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Examining the Sales Process
In order to build a great process, you
need to consider your Buyer’s
Journey and identify the most
important pieces of each stage of the
journey.

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Examining the Sales Process
Stages of your sales process could look something like ours:
1. Lead Generation
2. Lead Management
3. Demonstrating the product
4. Closing the Deal
For each stage, figure out what you need to accomplish in order
to effectively move the most prospects through to the next stage.

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Stages of the Sales Process
Let’s dive into each stage and break down
what you need to look for.
Then we’ll compare some of the best
technologies at each stage.

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“As always, sales was the last to figure out the
power of new technology offered by
computing and the Internet, but arguably sales
is once again the most impactful influence on
business.”
(Click to Tweet)
-Ken Krogue
Founder & President, InsideSales.com

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Stage 1: Lead Generation
There are three main ways to
approach lead generation:
1. Manual prospecting
2. 3rd party lead sourcing
3. Outsourcing

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Manual Prospecting
● Speed matters! How long does it take to find
one qualified lead?
● Sales intelligence software provides sales reps
with vital information, like background and
contact information, for a leads, accounts, or
across market verticals.

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3rd Party Lead Sourcing
● Some companies don’t have the time,
resources or pricing structure to justify
manual prospecting
● Rather than paying with time, you’re
paying with money.

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Outsourcing
● Give clear instructions
● Test out multiple freelancers at once
● Verify all their work and hold them
accountable
● Cut the low performers quickly
● Recommended Resources: Elance and
Upwork

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Important Questions for Lead
Generation Tools/Platforms
● How accurate is the information (data integrity)?
● How much information is given to me on each lead?
● What is my price per lead and does that work with my business
economics?
● How much time will it take me to get X number of leads?
● How many leads are actual sales qualified leads, and how many
close?

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Sales Intelligence: Comparison

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Lead Generation: Comparison

@PersistIQ
“A sale is not made based on the tools
used. A sale is made possible through
the process the rep used. The tools just
makes the process scalable.”
(Click to Tweet)
-PersistIQ

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Stage 2: Lead Management
Your CRM is the backbone of the
sales process, thus outbound
sales platform needs to integrate
with your CRM

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Sales vs. Marketing Automation
It’s also important to note the vital difference
between marketing automation and sales
automation.
You shouldn’t try to use one for the other’s job.
They both must work in unison.

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● Marketing Automation: A Company
communicating to one person, at scale.
● Sales Automation: An individual sales rep
communicating to one person, at sale.

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Outbound Sales
It pays to be methodical about your approach.
Don’t over-automate!
There is danger is too much automation.

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Important Questions for
Choosing a CRM
● I trying to hack a sales solution using marketing automation?
● Can my CRM integrate with my outbound sales platform?
● Can I easily import and manage leads in each system?
● Does my sales automation allow me to set up personalized multi-
touch campaigns?
● Can I test and analyze different message across multiple
campaigns?
● How easily is it to collaborate with my team on each platform?

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Outbound Sales: Comparison

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“A good sales process is
predictable and repeatable. A
great sales process is scalable.”
(Click to Tweet)
-PersistIQ

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Stage 3: Demonstrating the Product
The two important aspects of this
stage where technology comes into
play are scheduling and
conferencing.

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Scheduling
It shouldn’t take multiple emails with a potential
client to pin down a time to talk, and errors here
can be devastating to a deal.

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Conferencing
Demo and screen sharing software has come a long
way too, but it can still be a nightmare.
The key features to keep an eye on are video quality
and ease of use for the participant.

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Important Questions for Choosing
Scheduling & Conferencing Solutions
● Does my schedule technology integrate with my calendar?
● How good is my scheduling tool at updating to avoid double
booking?
● How quickly and easily can the other party access the conference?
● Do other partied need to download new software?
● How reliable is the service?

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Scheduling: Comparison

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Conferencing: Comparison

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Stage 4: Closing the Deal
Now that you’ve given the demo, it’s time to close the deal. A
frictionless buying process is crucial.
Don’t let the deal stop moving forward because you failed to
accurately map the account and are pushing it down the wrong
path.

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Important Questions for
Choosing a Contract Solution
● How easy and intuitive is it to build proposals?
● How easy is it to send proposals to multiple people at a company?
● How easy is it to edit templates and proposals?
● How secure is the service?
● How much automation do you need in this process?

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Contracts: Comparison

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“People need to stop looking for
tactics first, and start establishing
a growth process.”
(Click to Tweet)
-Brian Balfour
VP of Growth Hubspot

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Filling in the Gaps
Now start filling in small gaps to help you move through the
process quicker and with more accuracy. This is where
individual preferences often come in.
For example, one team member may prefer Viola Norbert
where another may prefer Thrust.io for finding and/or
varifying email addresses.

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Filling in the Gaps
Now start filling in small gaps to help you move through the
process quicker and with more accuracy. This is where individual
preferences often come in.
For example, one team member may prefer Viola Norbert where
another may prefer Thrust.io for finding and/or varifying email
addresses.

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Filling in the Gaps
Other Recommended tools:
● CharlieApp
● Rapportive
● Immediately
● ClearBit

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Filling in the Gaps
Use data to guide decisions. Do a
minute-by-minute workflow
analysis so you can understand
where you’re bottlenecks and how
to streamline the process.

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Final Thought
The bottom line is you should never invest in a tool
or platform within your sales stack that does not
clearly fit into your workflow and make reps more
productive.
First, you have to build a good sales process.

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“You can’t plug an amazing technology
into a flawed process and then blame the
technology… sales leaders need to focus
on their building blocks.
(Click to Tweet)
-Trish Bertuzzi
President, The Bridge Group

View the full sales stack blog post here.
If you like this presentation, you’ll also like some
of our other blog posts on the PersistIQ blog.
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Further Reading

@PersistIQ
PersistIQ
Want to see how PersistIQ can
fit into your sales stack?
Let us show you!

How to Build The Perfect Sales Stack

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How to Build The Perfect Sales Stack