Our July 2018 speaker was Owen Scott, managing director of Concentrate. He presented a compelling case for changing the way we think about sales and marketing as New Zealand software companies. This is built on insights from the NZTE sponsored Market Measures survey, which benchmarks Kiwi tech sales and marketing against US figures. He also offered several case studies of local tech exporters who have rebooted their approach to selling their innovations. Owen has extensive experience in the New Zealand technology industry, in technical, sales and marketing roles. He is on the board of the New Zealand Hi-Tech Trust (responsible for the NZ Hi-Tech Awards) and previously on the board of the New Zealand Software Association, Canterbury Tech and Enable Services, the company responsible for building an ultra-fast broadband (UFB) network for Christchurch. Owen is a member of the New Zealand Institute of Management and a Chartered Member of the New Zealand Institute of Directors. He is the managing director of Concentrate, a consulting firm that helps technology companies throughout New Zealand grow their leads and sales.

2. Rebooting Sales
and Marketing
Owen Scott, Managing Director, Concentrate
owen@concentrate.co.nz
July 2018

3. What is “Concentrating”?
Helping New Zealand’s smartest
technology firms find and grow
markets for their products
“If you have the courage to focus,
we have the tools and experience
to help you realise the potential of
your innovation”

4. How we help grow ‘Tall Poppies’
• Lead generation services
• Sales enablement services
• Strategic marketing advice

5. Each month we
• Help 20+ Kiwi tech software companies (B2B)
• Achieve 3,364 web visits (June avg.)
• To generate 119 sales leads (June avg.)
• 4% visitor to lead conversion
• Industry avg. from MIT report is 1%-3%

7. Primary lead
source
A lack of lead
generation support to
Kiwi sales people

8. Marketing
expenditure
40% of marketing
spend on industry
events and websites

9. Top challenge
in managing
sales teams
Great sales people,
but not delivering
high volume
repeatable sales

10. Our sales teams clearly deliver (lead-to-customer
conversion is 38%)
On average, our offshore sales people’s base salary
is 47% higher than that of their US equivalents
For 46% of companies the founder is the primary
generator of new business
Artists of selling

11. Technologies
used by sales
team
0% 5% 10% 15% 20% 25% 30% 35% 40%
Diallers/click-to-dial
Gamification and leader boards
Contract e-signature
Call recording and conversation analytics
LinkedIn Sales Navigator
None
Advanced forecasting and pipeline analytics
Contact data and account intelligence
Email automation, tracking and cadence
Low penetration of
technology designed
to help sales
efficiency
15% didn’t use CRM

12. Technology
selling model
Changing the way we
think about selling
our technology

13. AuCom Electronics
32% increase in
website traffic
20% more sales leads
700 new sales
opportunities created

14. Wyma Solutions
20% rise in website
traffic
280% lead growth
An integrated sales
and marketing
approach

15. Pivot Software
40% rise in website
traffic
65% increase in
contact database
211% lead growth
15% increase in sales

16. Rebooting Sales and Marketing
• Make marketing responsible for delivering sales leads
• Agreed number and quality of leads required to hit company
revenue goals
• Invest in sales enablement technology
• Improve sales and marketing alignment
• SLA between marketing and sales