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TRANSCRIPT
Increasing Sales Effectiveness in a Small Business
Fill out the name tag you were given when you entered the room “Ask me about…” with one of the following: A sales BEST practice you’re proud of at your
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One of your organization’s goals for the next 5 years
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Increasing Sales Effectiveness in a Small Business
Alana Kadden, salesforce.com
Matt Williamson, Bronto Software
Garth Moulton, Jigsaw
Joan Babinski, Brainshark
Bryan Burdick, ZoomInfo
Track: Best Practices: SMB
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.
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What is Sales Effectiveness? Improving business results through optimizing the efforts of
sales including sales readiness and productivity.
This manifests itself as a set of technologies, business
processes, and services which enable companies to integrate
processes and systems to achieve business goals.
What will we cover today?
Great case studies from 2 companies and their path to
increased sales effectiveness
Step-by-step views into how their sales reps have achieved
greater results
From Farming to Hunting
MATT WILLIAMSON
DIRECTOR OF SALES
GARTH MOULTON
CO-FOUNDER
Agenda
About Bronto Evolution: From Farming to Hunting
Measurement Accountability Tools
Jigsaw Targeted Cost Effective Integrated
About Bronto
Email Marketing
25 Person Company
Growing 100% Per Year
Quickly moving up market
Accountability and Measurement
Communication is Key
Setting Expectations
Starts with the leaders
Set very clear expectations
Quantify
Communicate
Hold people accountable
To the numbers
To the platform (Salesforce)
Measurement
Sales Prospecting Leads
CallsYikes Report (Leads)
Leverage the Environment You’ve Created
Research Tools
Direct Contact Information
Indicators of online activity
Broad information
Background info and connections
A note about CAN-SPAM
• No “harvesting” of email addresses
• Phone call, then ONE “intro email”
• No ongoing emails unless opt in!
• Best practices
• Protect/Promote Your Brand
Why Bronto Chose Jigsaw
• Precision sharp shooting, not carpet bombing (quality, not quantity)
• Direct info, not switchboards
• Flexibility in ramp up
• Cost effective
Profiles 8 of 15
(53%)
12 of 15
(80%)
7 of 15
(47%)
Total Contacts 5 5 12
Contacts Per
Record
2.50 1.25 3.00
The Jigsaw Database
An online database built, cleaned and maintained by 300K Jigsaw members
6.7 Million complete contact records from 500K companies
Over 400 Enterprises use Jigsaw
Garth MoultonCo-Founder/Director of Business Development
Jigsaw Data Corporation2 Waters Park Dr., Ste 250
San Mateo, Ca 94402-2728USA
• Name
• Title
• Address
• Phone (65% direct dial)
Jigsaw for AppExchange Demo
Jigsaw Team: individual subscriptions to jigsaw.com for sales prospecting
Jigsaw Lists: selected target lists delivered for multi-channel sales/marketing campaigns
Jigsaw Clean: yearly corporate subscription to maintain, clean, and add to your CRM database
How does a company use Jigsaw?
Jigsaw Team is fully integrated with Salesforce through the AppExchange as Jigsaw for AppExchange- which is FREE!
BRYAN BURDICK
COO
ZoomInfo
JOAN BABINSKI
VP MARKETING
Brainshark, Inc.
About ZoomInfo
• INDUSTRY: Business Information Search
• EMPLOYEES: 80+
• GEOGRAPHY: Waltham, Mass. & Tel Aviv, Israel
• # USERS: 40
• PRODUCT (S) USED: Salesforce Enterprise Edition
Business Information Search Engine Semantic search: Mapping the Business Web Access in-depth information on industries, companies & people
(refreshed nightly) 37 million profiles of business people, including execs and low-
level titles 3.5 million profiles of SMBs up to Fortune 500 companies Sales prospecting and lead generation tool – now fully integrated with
Salesforce
About Brainshark, Inc.
• INDUSTRY: Business Communications, SaaS provider
• EMPLOYEES: 100
• GEOGRAPHY: North America
• # USERS: 66
• PRODUCT(S) USED: Salesforce Enterprise Edition
We Help Business Communicate™ On-demand business communication solutions Empowering businesspeople to easily create, deliver, and track-
impact, voice-enriched communications > 500+ customers Key applications: Selling, Marketing, Training AppExchange partner
Case Study: Key Challenges
1. Finding “embedded” high level titles in target
accounts
2. High cost of acquiring names
• Subscription list rentals costly, limited
segmentation & targeting, response rates poor.
• Phone calling to build custom list $$$
How do we build the marketing & sales engine FASTER with targeted database development?
Our Approach: Targeted Fishing, Compelling Bait
Stocking the Pond Small Net Fishing Spearfishing
Marketing finds & exports targeted names
Micro-campaigns
Text email w/ Brainshark presentation link
Brainshark integration w/ Salesforce: who viewed, how much, how long, how interested? Triggers follow-up task.
Small Nets
100-200
1-to-1 email
Integration: Uses Salesforce email templates, inserts trackable Brainshark URL
Viewing triggers follow-up task
Example: Sending a Spear
Example: Actionable Tasks for Reps
Notification
SEND
NOTIFY
VIEW
Results 50% of our database today originally ZoomInfo contacts
>7X -12X increased response vs. list rental; ALL names we want
View rates INCREASING over time
Turns cold calls into warm follow-up calls; sales prioritizes most
interested prospects; follow-up is immediate
0
2
4
6
8
10
12
Q3 06 Q4 06 Q1 07 Q2 07
6.41% 7.04% 7.63%
11.89%
Average view rate
ZoomInfo: Now Fully Integrated with salesforce.com
ZoomInfo: Now Fully Integrated with Salesforce
ZoomInfo: Now Fully Integrated with Salesforce
ZoomInfo: Now Fully Integrated with Salesforce
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QUESTION & ANSWER SESSION
GARTH MOULTON
CO-FOUNDER
JOAN BABINSKI
VP OF MARKETING
BRYAN BURDICK
COO
MATT WILLIAMSON
DIRECTOR OF SALES
Find out more
Jigsaw Booth # 800 www.jigsaw.com
Garth Moulton [email protected]
ZoomInfo Booth # 113 www.zoominfo.com
Bryan Burdick
Brainshark Booth # 117 www.brainshark.com
Joan Babinski
Bronto Software www.bronto.com
Matt Williamson [email protected]