High Lead Velocity with InsideSales.com and ActOn

Increase Lead Cycle Velocity and Close More Deals

Raghu Raghavan, CEO, Act-On Software

Dave Elkington, CEO, InsideSales.com

#AOWEB

Copyright © InsideSales.com Inc. All Rights Reserved

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

#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

#AOWEB


Raghu Raghavan

• Chief Executive Officer, Act-On Software

• www.actonsoftware.com

• (877) 530-1555

• [email protected]

#AOWEB

http://www.actonsoftware.com/


• 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

Marketing Today

#AOWEB


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

#AOWEB


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

#AOWEB


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

#AOWEB


Dave Elkington

CEO | InsideSales.com

www.insidesales.com

801.853.4090

[email protected]

#AOWEB

mailto:[email protected]


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




• 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

#AOWEB


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

#AOWEB


Inside Sales Efficiency

$0

$20,000

$40,000

$60,000

$80,000

$ Annual Targeted Compensation

$70,154

What is your total targeted compensation for a fully productive inside salesperson?

< $250,00030.2%

$250,000 -$499,999

22.6%

$500,000 -$1,000,000

23.6%

>$1,000,00023.6%

What is your average inside salesperson's annual quota?

⅓ – ½ Cost


How to Structure Inside Sales



InsideSales.com Structure


Response Time

Contact rates

significantly

drop off after

5 minutes

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

Contact Rate100x decrease from 5 min to 30 min

Qualification Rate21x decrease from 5 min to 30 min

Contacted Leads

Qualified Leads

#AOWEB


Omniture Summit 2008 526 54.9% 54:06 1.74

Dreamforce 2008 124 53.2% 44:31 1.14

Dreamforce 2009 2,875 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

ResponseAuditTM

Source: InsideSales.com Response Analysis Studies

49:07

#AOWEB


Sales Go to the First Responder

For inquiries submitted on the web

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

#AOWEB


Omniture Summit 2008 526 54.9% 54:06 1.74

Dreamforce 2008 124 53.2% 44:31 1.14

Dreamforce 2009 2,875 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

ResponseAuditTM

Source: InsideSales.com Response Analysis Studies

1.22


% of Sales Closed by Call Attempt

Source: InsideSales.com Internal Study


Thomas Oldroyd

Sr. Dir. Marketing | InsideSales.com

www.insidesales.com

801.854.9936

[email protected]

#AOWEB

mailto:[email protected]


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

#AOWEB


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

#AOWEB


Shawn Naggiar

• Chief Revenue Officer, Act-On

• www.actonsoftware.com

• (877) 530-1555

• [email protected]

#AOWEB

http://www.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

#AOWEB


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

#AOWEB


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

#AOWEB


• 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

In Conclusion

#AOWEB

Q & A

Event slides and recording will

be emailed to all attendees.

www.actonsoftware.com

www.insidesales.com

Date post:	09-May-2015
Category:	Technology
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High Lead Velocity with InsideSales.com and ActOn

Technology