Data is big business. Every day, we create 2.5 quintillion bytes of data. According to IBM, 90 percent of the data in the world today has been created in the past two years alone. In this presentation, gain a better understanding of how data can be used to improve sales and marketing effectiveness in five key areas: sales team building, identification of target(s), content creation, product analysis, and sales and marketing processes. Walk away with ideas on how to begin using existing data to strategically align sales and marketing and drive revenue.

1. Leveraging
Data
to
Op/mize
Sales
&
Marke/ng
Effec/veness
Troy
Burk
Founder
and
CEO,
Right
On
Interac/ve

2. Data
is
Big
Business
• 90%
of
the
data
in
the
world
today
was
created
in
the
past
two
years
• Unstructured
informa/on
will
account
for
90%
of
all
data
created
over
the
next
decade
• Since
2005,
annual
investments
by
enterprises
in
hardware,
soPware,
cloud
services
technologies
and
staffing,
has
increased
50%
to
$4
trillion
2011
Digital
Universe
Study,
"Extrac/ng
Value
from
Chaos"

3. Companies
that
leverage
data
outperform
their
peers.

4. 5
Elements
of
Excellence
Data

5. 5
Elements
of
Excellence
1. Sales
Organiza/on
–
–
–
–
–
Structure
Recrui/ng
Hiring
Process
Performance
E2C
Ra/o
Rep
Ac'vity
Ac'vity
Fit
Engagement
Fit
Bill
800
300
600
Sally
600
300
800
Terry
400
350
1000

6. 5
Elements
of
Excellence
2. Targets
A.
B.
C.
D.
E.
80/20
Profitability
Movement
or
Lifecycle
Stage
Conversion
Velocity
NTBT
(Not
Today,
But
Tomorrow)
Zip
Code
Applicant
Admi7ed
Enrolled
%
46218
1200
600
400
(89%)
33%
47312
60
55
50
(11%)
83%

7. 5
Elements
of
Excellence
3. Messaging
–
–
–
–
–
What
content
is
resona/ng?
Stage
Behaviors
Cross-­‐Channel
Agribu/on
Audience
Segmenta/on
360
View
of
the
Customer

8. 5
Elements
of
Excellence
4. Product
–
–
–
–
–
Product
U/liza/on
Product
Quality
Customer
Sa/sfac/on/Sen/ment
How
people
are
talking
about
you
Customer
to
Peer
Examples

9. 5
Elements
of
Excellence
5. Process
(5
E’s)
–
–
–
–
–
Efficiency
Effec/veness
Economy
(Save
Money)
Economy
(Make
Money)
Engagement

10. 5
Elements
of
Excellence
Data

11. Ques/ons?
@troyburk
tburk@rightoninterac/ve.com