What You'll Learn: - RingCentral success path to revenue - High impact buying signals, lead routing and outreach cadences - Importance of data accuracy and optimization - Benchmark metrics for entire sales funnel

1. 1
How to Align Demand Gen and
Inside Sales (to Close More Deals)
April 3, 2018

2. 2
Q&A
Housekeeping
Webinar will be recorded and made
available to all participants afterwards
Type in your questions in the Q&A
panel on the right side of your screen
We will answer questions live at the
end of today’s session

3. 3
Topics
How RingCentral did it
Introductions
Alignment Benefits & Fails
Q & A
REAL Pipeline Results

4. 4
Introductions
David Morrison
Sr. Demand Gen Manager
RingCentral
David is a well-rounded marketer
with extensive experience managing
in a cross-functional, international
environment, including multimillion
dollar budget management.
Chris Lynde
Chief Executive Officer
SaleScout Data Solutions
Chris has 30+ years of experience
in managing and growing data
driven B2B and consumer marketing
technology companies like Equifax,
Experian, and EDS/Neodata.
Scott Barker
Head of Partnerships
Sales Hacker
Scott tracks best practices and
technology in the modern sales
space and is a top performer in
lead gen, opportunity creation, and
sales for B2B tech startups.

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Alignment Benefits & Fails

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What is Sales and Marketing Alignment?
Sales and Marketing Alignment occurs when
Sales and Marketing share goals, technologies,
and processes that allow them to monitor and
optimize every stage of every sale, from first
touch to closed deal.

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Drive top of
funnel volume
Awareness
focus
Control more
buyer touches
Enable buyer
self service
Demand Gen
focused
Role shrinking
to later stage
Source: Marketo, Forrester, Oracle
“The modern buyer is digitally driven, socially connected, mobile, and
empowered, with nearly unlimited access to information and people.”
Modern buying behavior amplified need for alignment
THEN: SILOED NOW: DEPENDENT

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When Sales and Marketing are aligned…
67%
Better at
Closing Deals
Source: Marketo
24%
Faster 3 Year
Revenue Growth
Source: Sirius Decisions
36%
Higher Customer
Retention Rates
Source: Marketing Profs
Alignment is critical to continued revenue growth

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When Sales and Marketing FAIL to align…
Lack of alignment has far-reaching revenue impact
$1trillion/year
Wasted Productivity
and Budget
+
10%
Negative Impact
on Revenue
Source: 101 B2B Marketing and Sales Tips from The B2B Lead, IDC

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Differing, sometimes opposing metrics
Lack of quality lead data shared by teams
Inadequate or poor communication
Flawed processes and handoffs
Why is alignment so hard?

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Sales vs Marketing Needs
 More quality leads
 Work leads most likely to close first
 Messaging that’s relevant
 Fill top of funnel
 Better lead follow up
 Use tools and messaging provided
Sales Marketing
Both teams need:
 Shared go-to-market approach and metrics
 Shared “smarketing” definitions (MQL, SAL, SQL, etc.)
 Agreement on what accounts to target

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How RingCentral did it

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RingCentral Alignment
 More quality leads
 Best practices on outreach
for each lead source
 Fill top of funnel
 Better lead follow up
 Use messaging/ tools provided
Sales
Demand Gen / Marketing
 Inadequate
communication
 Different metrics driving
different behavior
 Missing or flawed
processes and handoffs
Alignment Challenges

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Goal: Address all funnel management gaps – from lead
quality, to process, to training – to improve alignment
1
2
3
Align teams with better lead sources:
Added sales intelligence (BuyerSignals) to
provide another source of qualified leads
Align teams through process improvements:
Reworked our processes and marketing
automation to integrate this sales intelligence
Align teams with high-impact training:
Trained our SDRs and Sales teams on how to
make this sales intelligence actionable

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Our Sales and Marketing Funnel Today
SQL
Downgrade
Sales determined lead is not a
viable opportunity at this time
Suspect

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Align teams through better quality lead data1
Added sales intelligence
as lead source
BuyerSignals, a SaleScout
product, provides instant
sales triggers on our target
markets & accounts
100% human verified
contacts are delivered
with each BuyerSignal

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Marketing Qualified Lead:
Prospect:
Sales Accepted Lead:
Sales Qualified Lead:
Won:
SQL
Downgrade
Align teams through process improvements2
Reworked our process
to use these Signals
Alignment success
between teams relies
on integrating new
tools and data into
our messaging and
funnel management
Team Definition
Marketing BuyerSignals
Ingested as Leads into
Marketo and synced SFDC
Automated emails by Signal
type (Exec change, Relo, etc)
Prospect
Response to email
SDRs
Marketing Qualified Lead
Engagement by Signal type
SDRs/AEs
Sales Accepted Lead
Formally accepted by Sales
AEs
Sales Qualified Lead
Viable Opportunity confirmed
AEs
Won
Closed-Won Opportunity
BuyerSignals
15

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Align teams with high impact training3
Introduce new data,
processes, with new
sales approaches
Training on messaging
and tactics are critical
to alignment between
teams and impacting
overall sales performance
Signal Type Relocation Contract End Exec Change
Understanding
your prospect
• Relocating a company is a
complex undertaking.
• During this period of transition
they are likely re-evaluating all
vendors / solutions.
• Be empathetic.
Start with their current satisfaction,
and go from there.
• Ask why or why not.
• Remember who you are talking
to, and what they care about!
• What are current trends that they
should be taking advantage of?
• Do they feel behind or on the
forefront of technology?
Exec change happens for many reasons.
• Did the executive choose to leave?
• Was he/she forced to leave?
• Is the new executive from within the
company or outside the company?
It is likely that he or she will want to
prove value quickly and efficiently.
They may also be concerned with
rocking the boat too quickly.
Tactics Be strategic with your talk track.
• This info is sensitive, but when
used correctly can be highly
successful.
• Do research about their growth
and discuss growth strategy
• Use leading questions to
encourage the prospect to share
why they are moving.
There may be an immediate
opportunity with a short timeline, so
pick up the phone today.
Congratulate him or her on the new
position, and learn about upcoming
challenges and desired outcomes.
Pick up the phone! This is a time
sensitive conversation, and this person’s
inbox is likely to be FLOODED.
Messaging If you’re contemplating a move, have
you explored current providers
within the building as well as cloud
solutions?
Hi, my name is______. Do you have a
minute to talk? [LET THEM RESPOND]
I’m calling to learn more about your
current IT infrastructure and
technology needs.
Do you have a strategy is for the next 6
months? How will he be prioritizing?
Does IT or infrastructure play a role?
TRAINING (Sample)

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BuyerSignal that
triggered the lead
BMID
Campaign Name
and Description
BuyerSignal Leads - Where to Look

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REAL Results

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New Approach to Pipeline Metrics
 Because of the nature of these leads (these are signals, not typical
leads) standard metrics like Lead-to-Opportunity are not insightful
 Instead, we look at more advanced, revenue-based metrics like
Overall Pipeline, LTV, Cost-Per-Opportunity, etc.

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Key Program Metrics
83%
increase
in MRR
12%
decrease
in Cost/MRR
 330% above average in 12-month bookings
 66% improvement on Opportunity-to-Close Won
 5X typical LTV Per Close Won
 16% above average in fCPA* Per LTV
*Fully Loaded Cost Per Acquisition

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What’s next for RingCentral?
 Nurture streams based on company size as well as
lead status and product interest
 Multi-touch attribution model
 Full funnel metrics at asset level

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Q&A

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Company Overview
RingCentral, Inc. is an award-winning global
provider of cloud unified communications and
collaboration solutions.
Trusted by over 350,000 organizations
worldwide, RingCentral solutions empower
today’s mobile and distributed workforces to
be connected anywhere and on any device
through voice, video, team messaging,
collaboration, SMS, conferencing, online
meetings, contact center, and fax.
SaleScout Data Solutions is a B2B sales
intelligence and lead data provider to some of
the nation’s most recognized brands, including
RingCentral, CenturyLink, Iron Mountain,
MongoDB, and WeWork.
Using proprietary technologies, exclusive data
sources, and human verification, SaleScout
enables sales acceleration and rapid revenue
growth by delivering the most accurate and
qualified B2B sales and marketing solutions in
the market today.

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Connect with us
David Morrison
Sr. Demand Gen Manager
RingCentral
ringcentral.com
e: david.morrison@ringcentral.com
p: 1.888.528.7464, x5394
Chris Lynde
Chief Executive Officer
SaleScout Data Solutions
salescoutdata.com
e: clynde@salescoutdata.com
p: 720.452.2337
Scott Barker
Head of Partnerships
Sales Hacker
saleshacker.com
e: scott@saleshacker.com
p: 778.994.9937

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THANK YOU