Scaling Sales Processes with Data & Technology

Author:

Todd Abbott
Reading Time: 3 minutes

Episode

104

Scaling Sales Processes with Data & Technology

Aurelien Mottier

CEO at Operatix

Todd Abbott

CEO at InsightSquared

Everybody is looking at data. Everybody is trying to make sense of the data that’s coming in. Whether from a privacy standpoint, or a productivity standpoint, data is king. But how do you harness that data to inform good decision making? 

 To hear the answer to this question we interviewed Todd Abbott, CEO at InsightSquared, about utilizing data & technology to create scalable sales processes. 

We talked about the key elements to consider when trying to build a scalable sales process, what data points you need to collect, and the biggest mistakes companies make when trying to scale their sales processes.

Key elements in a repeatable scalable sales process

According to Todd, it’s contextual depending upon the business type.

Linear sales process

Over the last 5-7 years, we’ve begun to see companies leverage technology to enable repetition and scale in the linear sales process. Linear sales includes companies with shorter sales cycles.

“You’ve had sales sequencing technology that has enabled your BDRs or SDRs to run a process,” Todd says. “They’ll make a call, send an email, wait three days, do this X, Y, and Z.”

The technology has really helped scale top-of-the-funnel activities for those kinds of transactions.

Non-linear sales process

The challenge for companies has been with deals that are larger and that have a longer sales cycle. The lack of data in these nonlinear sales processes have made it difficult to make them repeatable.

It’s a major contributing factor to the short tenures (16-18 months) of a CRO in a VC-backed company. They haven’t been able to define a repeatable sales process that removes friction and brings together marketing, field enablement, and ops. 

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In order to leverage machine learning analytics, you need to have a good sample size. Typically you need to have 150-200 wins under your belt.

Todd Abbott – CEO at InsightSquared

Sales under the belt

You can’t leverage machine learning effectively until you have enough data. 

That requires a couple successful sales under your belt. Ideally you should have 150-200 wins, which means you probably have a correspondingly large number of losses.

Once you get to that point, machine learning technology can be very effective at analyzing your process and predicting what you need to do to succeed.

It’s all about customer engagement.

“There’s nothing better to assess the health of a deal than how the customer is engaging with your team,” says Todd.

All success stems from that. If the value proposition is resonating with them, they’ll respond to your email, they’ll schedule the next meeting, and they’ll look at your sales material. 

So, what machine learning can do is look at the makeup of your wins and extrapolate similarities. Then it can look at the deals in your funnel as they’re progressing and indicate which deals look healthy and which do not.

All success stems from that. If the value proposition is resonating with them, they’ll respond to your email, they’ll schedule the next meeting, and they’ll look at your sales material. 

So, what machine learning can do is look at the makeup of your wins and extrapolate similarities. Then it can look at the deals in your funnel as they’re progressing and indicate which deals look healthy and which do not.

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CRM was never designed to be a territory management tool for the rep. It’s not really a rep tool. It’s a database.

Todd Abbott – CEO at InsightSquared

What data points should you collect

Until recently, all the data we had to go on was dependent on what the rep entered into the CRM. Typically, reps don’t like entering data into the CRM because it’s time consuming. They’d rather be out selling.

But now, technology exists that can automatically capture all of the digital engagement between the customer and the entire organization, not just the rep. It sits between the CRM system and the email calendaring system and keeps track of all digital engagement that occurs.

What is needed from the rep to make the system more effective is context. 

The system will capture when new individuals are added to email conversations or to meetings. But without context as to who they are and how they fit into the puzzle of the deal, it won’t be able to put that person into the context of a persona within an account within an ABM structure.

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The biggest mistake I see is that teams are not spending enough time on early-stage funnel conversion

Todd Abbott – CEO at InsightSquared

Biggest mistake that companies make

Todd often sees that customer teams are not spending enough time on early-stage funnel conversion. Most teams focus on the mid-to-late stage of the funnel because that’s where their win rate is highest.

But imagine if you could improve your conversion rates in that initial qualification and discovery phase and get 10% more deals into the mid-to-late phase when your team executes the highest conversion rates. That would lead to a greater number of closed deals overall.

“Whatever your qualification process, you have to be selling,” says Todd.

Not enough customers spend time developing those early-stage sales skills that will have the biggest impact on throughput. 

But with further training and resources devoted to this, you can be well on your way to developing a scalable, repeatable sales process that delivers powerful results for your organization.

Get in touch with Todd on LinkedIn or at InsightSquared.

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About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Channel Transformation

Digital transformation is changing how companies buy and use business solutions, making vendors re-assess the capabilities of their channel ecosystem. With channel dynamics in constant flux, vendors need to be ready to cut ties with partners that don’t share their vision or have connections with the right B2B buyers.

 

Operatix has supported numerous vendors in their path to Channel transformation by assessing current partners and recruiting new partners that are more aligned with their new channel strategy. Once the right partners have been identified, Operatix built scalable outbound sales development programs that accelerated their routes to market.

Inbound Response Management

In a competitive industry like technology every lead counts. Operatix can help you maximize conversion from MQL to SQL and from lead to pipeline, increasing both your revenue and ROI on marketing activities.

Account Identification

Identifying the accounts that are more likely to buy from you is part of our expertise. We will research the market, identify verticals and industries that can benefit from your solution and set up qualified sales engagements for your teams to kick-off the sales process. 

Cold Prospecting

Our team will identify new sales opportunities within the strategic accounts that you haven’t been successful in penetrating through your sales & marketing efforts. By applying the ‘Challenger Sale’ methodology we use a tailored, multitouch approach to connect with prospects, generating qualified sales engagements for your team and ultimately increasing your pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Outbound Sales Development

Using a proactive outbound sales approach has been proven to be one of the most effective methods to engage with prospective customers. By applying the ‘Challenger Sale’ methodology we use a tailored, human approach to getting in touch with prospects to increase your qualified sales engagements and ultimately generate more pipeline.

Partner Concierge Service

Our Partner Concierge Service helps vendors accelerate their channel programs, by engaging and nurturing channel partners and supporting them to get to revenue quicker.

Demand Generation

Whether you need to implement a demand generation strategy or get more results out of your existing demand gen engine, Operatix can work alongside your marketing team to yield better results out of your demand generation programs.

Account-based Marketing

An Account-based Marketing strategy is only as successful as the revenue it generates. At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Lead Qualification

If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

Pipeline Generation

Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

DMID – Decision Maker Identification

Finding quality data is an on-going challenge for B2B Tech vendors. The accuracy of data platforms is questionable and that is why Operatix developed a manual process to identify & verify contact details for decision makers within strategic target accounts.

Playbook design

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to get your messaging right, accurately position your solution against competitors, and adapt the communication of your value proposition to different buyer personas.

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Sales Playbook Development

Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

Marketing & Sales Alignment

The sales development function is often seen as the “glue” that brings sales & marketing teams together. By working as an extension of your teams, Operatix will be your predictable source of pipeline, sales & revenue.

Optimization of MDF

Market Development Funds are an important component of any channel ecosystem, though vendors believe they are not maximizing the return on investment they should be getting from their MDF programs. At Operatix, we build scalable outbound sales development programs that will give you the visibility of return over the invested spend and will provide clear value for your channel partners.

Increase Partner Productivity

The 80/20 rule is still very applicable to the channel, which means that investing in partner productivity should be a priority for vendors looking to grow their businesses. Operatix can increase partner productivity and shorten sales cycles, by identifying ready to engage sales opportunities for your most valued channel partners.

Virtual Channel Account managers

Our VCAM team is responsible for building, maintaining, and managing sound relationships with current and prospective channel partners. They can get involved in opening up new sales conversations as well as closing small businesses up to $ 10k.

Tier 1 & Tier 2 Activation

Whether your business decided for a Tier 1 or Tier 2 distribution model, Operatix can help your channel partners get to revenue quicker. By providing qualified sales engagements to your channel partners we can accelerate your route to market with tangible and easily measurable results.

Solution Selling Training

Far too often vendors insist on enabling their channel partners to talk about features and technical details of their solutions. Customers don’t buy features; they buy the benefits your solution can bring. Operatix will work with your partner community to train them in articulating your message from a high-level business perspective, enabling them to talk to prospects about the value your solution can bring to their company from a board-level perspective.

Channel Enablement

Enabling your channel partners have measurable wins for your business when done right. Operatix has a proven track record in enabling channel partners from a sales & marketing perspective, providing them the knowledge and tools to successfully pitch your solution and sell the value & benefits of it. 

Partner Recruitment

Recruiting the right Channel Partners is the first step for a successful channel program. Operatix has helped over 350 B2B Software vendors recruit suitable channel partners across EMEA and North America, supporting them to scale and expand their presence in different geographies and verticals. 

Risk/Reward Business Model

To truly work as an extension of our client’s sales & marketing teams, we have also adapted our business models to show how our clients operate, and how their success is measured. With our risk/reward business model your investment is proportional to the results our team delivers.

Sales Qualified Leads

On average, 52.5% of the sales engagements set up by our team progress into a next step in the sale process. That means that 5 out of 10 meetings will progress either into a POC, a Demo or a pipeline opportunity.

Geographical Scale

Trading in different geographical markets not only requires a knowledge of the native language, local rules & policies, but a deeper understanding of the local culture and habits. We have the ability to deliver campaigns in multiple countries with flexible resource allocation. This is through our team of international speakers, who have the ability to sell in 17 different languages across the globe.

Increase Revenue & Decrease Cost

Building an internal sales development team comes with many additional costs and challenges that aren’t always taken into account: recruiting resources, training and enabling them etc. You also need to take into account the need for having the data and tools to make them successful, which in turn requires time, capital and effort. By outsourcing your sales development to Operatix you will see your revenue increasing, while decreasing costs and business risk.

Predictable Pipeline Generation

On average, our clients see a 26X ROI on the programs we deliver. By understanding your revenue targets and sales pipeline gap, we will work on a sales & marketing plan that will deliver tangible results.

Vertical Growth

Entering new industries or launching new product lines? Operatix can accelerate your growth by supporting your go-to-market strategy, and getting your sales teams in front of decision makers in key target accounts.

Reduce Headcount

By outsourcing your sales development and partner programs to Operatix; we reduce headcount and the challenges that come with managing people, technologies, and processes. We take care of your sales development, so you can focus on what matters the most: growing your business.

Revenue Acceleration

Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

Persona-based Selling

Operatix team will design specifically tailored messages to influence the different levels of decision makers in the sales process, tailoring the communication according to each job function. Our focus is to sell the value of your solution from a business perspective, not its features.    

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