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Sales 2.0: Greg Brush, Vice President Of Sales And Customer Success, InsideView, San Francisco (Part 5)

Posted on Monday, Apr 4th 2011

By Sramana Mitra and guest author Sudhindra Chada

Sramana Mitra: So, the enterprise cycle may be 146 days. During that time, all those people who have been identified as influencers in the decision-making process have been touched and sold to and demoed and their interactions logged to everything in Salesforce.com. At this point, you are getting close to a deal, yes?

Greg Brush: Yes, we are doing our best to move things forward.

SM: Are there any other technologies in use toward the end of the closing process? Are there any process notes or anything else that is worth mentioning?

GB: I can go through a number of different technologies we use across the funnel, whether it is ConnectAndSell or Brainshark, which we use to communicate with our prospects. [We interviewed Dave Fitzgerald of Brainshark as part of the Sales 2.0 series.] That has been helpful for us, and we also use it to train our customers on our application. The other one that has worked nicely is EchoSign. In fact, we have a great examples just within the previous quarter in December, when there were horrible storms in the UK such that people were unable to get out. We actually had a couple of decision makers on one of our opportunities who couldn’t get back to the office to sign the agreement the traditional way. So, we put it in an EchoSign format, and he just pressed ‘accept’ on his BlackBerry. It simplified the process for him and made for one happy sales rep on our side.

SM: I think I have the process pretty much down. Is there anything else that I didn’t ask you about that we should discuss?

GB: I don’t think so. Not for traditional sales process. We looked at a number of different skills along the way that were really [on] the inbound [side]. We also use Kinsey, which is another outfit that helps our sales team with outbound business development connectivity.

SM: OK, so do you want to talk a little bit about that? What is Kinsey?

GB: It is a consultancy sales training outfit. They help people to tailor messages so that they can drive engagement and accounts. We use our application to inform our sales team about what the current issues are when calling into an account. This organization really helps with skills in what that e-mail or phone call should reference.

SM: How do you manage that? You have a different set of segments and different kinds of messages for each, to form a messaging matrix so to speak?

GB: We do, and we have an entire set of dashboards that track this. What we have managed to do in the team is that everybody needs to carve out certain amount of time in a given week to do outbound business development activity. We give them the skills and the training, and once again our application can weigh in to help people with their business development. We track our reps’ progress on our Salesforce.com dashboards.

SM: And Kinsey helps you to figure out all the different messages for different segments? Is that what you are saying?

GB: They help really with the skills and the types of e-mails of that people respond to and the types of e-mails that they want. I’m sure you and probably other listeners or people who are going to read this interview get multitudes of spam e-mail all the time. There are some that look more agreeable that people are willing to respond to. The people at Kinsey are experts at helping our team to craft the right message, one that people are more inclined to respond to.

SM: Are there any nuggets that you can share on what works and what doesn’t work in this process?

GB: Well, generally people are more responsive if you reference their business rather than lead by talking about yours. Those e-mails where people immediately start on their business and they send a long e-mail that just talks about the prospector’s business, people are quick to delete those without giving them a second look. However, for those e-mails that are tailored and more personalized for the recipient, people will be more inclined to read and potentially respond.

SM: That assumption of being able to do that is predicated upon the fact that you have done a certain amount of research on business prospects before sending anything in. What do you have in your process for that? Where do that research and insertion of opportunity-specific intelligence come in?

GB: That is where InsideView comes in. We are an industry-leading sales intelligence application that saves sales people time in doing that business contact research so that a more tailored and relevant e-mail can be delivered to a prospect. That is where we are experts.

This segment is part 5 in the series : Sales 2.0: Greg Brush, Vice President Of Sales And Customer Success, InsideView, San Francisco
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