1.
3 STRATEGIES FOR
OPTIMIZING YOUR SALES
STACK AND ACCELERATING
SALES IN 2016

2.
Today’s Speakers
Gabe Larsen
Director of Strategy
InsideSales.com
@GabeLarsen
glarsen@insidesales.com
Matt Behrend
Co-Founder & CSO
DemoChimp
@MattBehrend
matt@demochimp.com

3.
AGENDA
Accelerating your sales growth in 2016 will depend on how
well you understand and execute three strategies:
• How to use specialization to organize your inside sales
team
• The steps for developing a seamless inside sales process
• Building your sales tech stack for 2016

4.
MAPPING OUT A SPECIALIZED
INSIDE SALES ORGANIZATION

5.
HENRY FORD

6.
Specialist vs
Generalist
7pt
Higher close rate
InsideSales.com

7.
Demand
Generation
Inbound
Inquiry
Outbound
MM & Geo
List
Purchasing
Operations
Sales
Engineer
Sales
Engineer
Self-Sourcing
Inside Sales
MM & Geo
Channel Mgr
Social Selling
Channel
Event
Inside Sales
ENT & Geo
Field Sales
Client Success
MM & Geo
Client Success
ENT & Geo
Client Success
Field
Outbound
ENT & Geo
Outbound
Field & Geo
Sales
Engineer
Sales
Engineer
Implementation
MM & Geo
Implementation
ENT & Geo
Implementation
Field
Product
Support
Expander
Expander
Expander
Expander
Inbound Response
Demand Gen SDR Sales Client Success

8.
Demand
Generation
Inbound
Inquiry
Outbound
MM & Geo
List
Purchasing
Operations
Sales
Engineer
Sales
Engineer
Self-Sourcing
Inside Sales
MM & Geo
Channel Mgr
Social Selling
Channel
Event
Inside Sales
ENT & Geo
Field Sales
Client Success
MM & Geo
Client Success
ENT & Geo
Client Success
Field
Outbound
ENT & Geo
Outbound
Field & Geo
Sales
Engineer
Sales
Engineer
Implementation
MM & Geo
Implementation
ENT & Geo
Implementation
Field
Product
Support
Expander
Expander
Expander
Expander
Demand Gen SDR Sales Client Success
Inbound Response

9.
THE PATH TO SPECIALIZATION
Generalist
Account MgmtSales
CloserLead Gen
Out In Geo
SuccessGrowth
1
2 2
3 3
455
6 6

10.
Area of
Concern
Area of
Concern
Demand
Generation
Territory
Manager
Client Account Manager
Outside Channel
Manager
Channel Development Reps
Product
Specialist
Renewals Team Customer Service Team
Renewals Portal
Customer Account Team
Direct Marketing TeamVAR
Generates leads
PartnerorPassBiggerDeals
Partners for
specific
areas
Work with large VARs
Partner with TM
to support VAR Opps
Partneronchanneldeals Partner to expand
channel
QualifyUpsellOpps
Close Deal
Current Sales
Structure

11.
Demand
Generation
Territory
Manager
Client Account Manager
Outside Channel
Manager
Channel
Development
Reps
Product
Specialist
Renewals Team Customer Service Team
Renewals Portal
Customer Account Team
Direct Marketing TeamVAR
PartnerorPassBiggerDeals
Partners for
specific
areas
Work with large VARs
Partner with TM
to support VAR Opps
Partneronchanneldeals
Partner to
expand
channel
Qualify
Upsell
Opps Close Deal
Phase One
Future State
Structure
Sales
Development
Generate
Leads
Set
Appointments
Leads:
Tradeshows,
web, chat
Accounts:
Current
Clients

12.
Micro Team US Team International Team <30 Min Team
Generate Opps through
webinars
Demand Generation
Tyler
Hand Raisers & Assign
Orientation
Account Rep Early Pay-Off Team
Vanessa
All other
leads: assign
CURRENT
SALES
STRUCTURE
Area of
Concern
Area of
Concern

13.
Micro Team US Team International Team
Generate Leads through
webinars
Demand Generation
Orientation
Account Rep Early Pay-Off Team
Qualifier Team
Auto-Dupe, Score &
Route
PHASE
ONE FUTURE
SALES
STRUCTURE
Live Transfer/Set Appt

14.
DEVELOPING A SEAMLESS
PROCESS

15.
I’VE NEVER MAPPED OUT MY
SALES PROCESS BEGINNING TO
END
Says Everybody

16.
Sales Process
25%
Of companies have no
documented or
adopted sales process
CSO Insights

17.
Current State Sales Process
Phase One:
Lead/List
Acquisition
Phase Two:
Contacting
Cadence
Phase Three:
Qualification &
Close

18.
Referral Request
(duplicates, etc.)
Research
Google
Sales Navigator
SFDC Notes/History
First Dial
+ VM
+ Email
Contact
YES
Contact
Later
Make notes in Notebook/
Tasks/Calendar to follow up
YES
Interest
NO
Interest
Contact
NO
Account Status
VM
(Email)
Attempt
Again
Done
Needs
Assessment/Qualification
More time
Needed
Done
Save notes in SF
Assign to appropriate group
Presentation
Notes into
SFDC
Contacts
Review folllow-ups
Additional research
Plan out future contact periods
Task Mgt Time
Close
Data Research
Data Cleanup
Second
Dial
Varied
Lead
Sources
VM / Email
Notes in SFDC /
Follow—up forms
Contact
YES
Contact
NO
Check calendar / Thumb through
follow-up forms 10-15 min
10-20 min
Task Mgt Time
Metrics
Inefficiently
Tracked
2-3x
Persistency:
attempted contacts
Calls/Day
Lack of
Immediacy
First touch: Email
40
Calls/Day

19.
8X
Accounts
Salesforce
Quick notes
check
Attempt
Contact
Contact
YES
Contact
Later
Call back using PowerDialer™
YES
Interest
NO
Interest
Contact
NO
Account Status
VM
(Email)
Done
Needs
Assessment/Qualification
More time
Needed
Done
Save notes in SF
Assign to appropriate group
Create
Opportunity
Presentation
+20%
Persistency:
attempted contacts
Contact Rate
60+
Calls/Day
Real-timeanalysis,Prioritized
Lists
PowerDialer™
LocalPresence™
Engagement Tracking:
Vision™
Gamification
+20
NeuralView™
+4.5
3 mins
Research Time
Call back
using PowerDialer™
PowerDialer™

20.
KEYS TO MAPPING
YOUR SALES
PROCESS
- Know functional areas
- Map “as is”
- Find strengths and weaknesses
- Create future state
- Have governance structure

21.
Website
Chat
Deal Reg
Tradeshows
SF Routing
SalesForce
Pardot
Hot/Card
Cold/Scan
Nurture
Activity
ExportTalk to Sales
Import/Assign
Queue
No
Activity
Stay in Pardot
View Lead
Queue
Change
Owner
Find
Duplicates Research
Client Account
Team Leads
Phase One
Attempt
Contact
Partner
Direct
Interested
TM
Not interested
Call Back
No
Contact
Status:
Unqualified+
Why
Good
SF
Task/Outlook
Log
a Call
Bad
Ask Manic
Questions
Add notes to
activity history
Convert
Create Acct
and Opp
Merge with
existing Acct
Ask about
Partner
NoAcctAcct
Find a partner
Find partner
contact
Work Opp
Stages
Closed
Pending
Customer
Service
Phase Two Phase Three
Initiate Chat
No lead
Lead
Enter into SF Hand to
TM
Open Fav
Reports
Sort by last
activity
Open multiple
tabs
Check history (No
Opps, No Dupes)
Don’t do
anything
Interested
CAT
Ask basic
questions
Log a
Call
Create a lead
Access lead
Change
Owner
Set Appointment Hold Appointment
Good
Bad
Don’t call

22.
BUILDING YOUR
SALES STACK IN 2016

23.
WHY?
EXAMPLE TECH STACK
STEPS 1 - 6

24.
(CONFUSED IMAGE, BULLETS WITH MISCONCEPTIONS
AND COMMON QUESTIONS “WHERE TO START?”)
WHERE TO START??

25.
EXAMPLE
TECH STACK
CRM
Dashboard/Analytics/Predicting
Data Provider
Communication
Demo Automation
Training/Coaching
Customer Success

26.
A TECH STACK
PROCESS
Step 1: Map it out
Step 2: Key activities and metrics
Step 3: Find tech
Step 4: Prioritize and Buy
Step 5: Implementations
Step 6: Repeat

27.
MAP IT OUT My process

28.
KEY
ACTIVITIES
AND METRICS
Key Activity Key Metrics / Output
Managing Customer Records Segmentation, Forecasting
Measuring Everything New Bookings, Expansion Rev
Creating and Appending Lists Data Quality, Connections
Calling, Emailing, Social Dials per day, Lead Velocity
Demoing / Stakeholder edu. Close Rate, Sales Cycle
Coaching Production Per Rep
Managing Adoption / Implem. Usage, Time to Value, Churn

29.
FIND TECH
I’m looking for a solution to …
(Key activity or metric here)

30.
PRIORITIZE
AND BUY
Tiered buying strategy
Click level walk through
Effect on CX
Contracts
Pilot vs Phases

31.
IMPLEMENTATION
Change Management
Dedicated testing team
Baseline Metrics/Targets/Actual
Pitfalls

32.
REPEAT

33.
RESULTS AT Outbound: 25 TQOs / Rep / Month
Inbound: 50 TQOs / Rep / Month
SMB AE: $75k / Rep / Month
Up from 12
Up from 20
Up from $30k

34.
6 PART BLOG How to manage your tech stack
@MattBehrend