Demystifying the Sales Tech Stack Brian Fravel VP of Marketing, Veelo @veeloinc @fravelb
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Demystifying the Sales Tech Stack
Brian FravelVP of Marketing, Veelo@veeloinc @fravelb
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Agenda
• Scope / considerations
• Framework
• Walk through the framework with example companies
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Scope
• Focus is on act of selling and improving sales performance
• Out of scope
• Customer retention, customer service
• Martech stack
• CRM & marketing automation
• Framework to help decide needs and ask potential vendors the right questions
• Not an exhaustive list of logos (à la Chiefmartec.com martech stack)
• Prioritized simplicity
http://chiefmartec.com
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Key Considerations
• Vendors don’t fit neatly into a single box
• Some do only one thing, some cover multiple use cases/capabilities
• Vendors tackle the same problem differently and at different levels
• Define your business challenge before diving into evaluation of technology
This is one point of view for a fast-paced, changing landscape. It’s fluid. Not static.
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Last Word of Caution
Without a strategy and plan, your sales tech stack will end up looking like this:
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Defining the Sales Tech Landscape
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Sales Tech Stack Framework
The Sales Process
Administrative Support People Development Business Intelligence & Analytics
• Forecasting• Quota management• Comp/Incentives
• Territory
Gather Information• Contact information• Lead augmentation /
enrichment data
What you do to sell• Presentation tools• Sharing tools• What should you say and
share?• Content management
What you do to close• CPQ• Contract & signing
Decide who to contact• Lead prioritization /
predictive lead scoring –(who to call &when)
• Account based selling• Pipeline management• Account planning
• Email automation • Phone/dialer automation• Social selling
• Scheduling tools • Online meeting tools
How you contact
• Onboarding & training• Coaching
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The Sales Process
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Gather InformationSales Process
Business Challenges:• I want to target my product at X audience. I need contact information.• I have some information, but need more (e.g., title, phone, email, etc.)
Example Companies:
Key Considerations:• Quantity vs quality• One-time or ongoing need?• Target buyer
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Decide Who to ContactSales Process
Business Challenges:• How do I maximize rep time by focusing on leads with highest probability to close?• How do I make sure reps are contacting leads at the right time and right frequency?
Example Companies:
Key Considerations:• Approach: account based vs all leads• Sales Development Rep vs Inside Sales vs Field Sales
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How You ContactSales Process
Business Challenges:• How do I efficiently and effectively communicate with a prospect?
Example Companies:
Key Considerations:• Communication needs• SDR vs inside sales vs field sales
Call Automation Online meetingCalendaring Cross-channel communication(email, social, mobile, etc.)
Social
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What You Do to SellSales Process
Business Challenges:• What do the reps need to know, say and do in the sales conversation?• How do I make sure reps stay on message, share the right content and sell on value?
Example Companies:
Key Considerations:• Content/presentation• Coaching
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What You Do to CloseSales Process
Business Challenges:• Quickly create a quote and move from “quote to cash.” Produce quotes configured to opportunity
based on defined business rules. Get the contract signed and official.
Example Companies:
Key Considerations:• Product line complexity• Pricing complexity and flexibility• Pricing approval process
Configure, Price, Quote (CPQ) Digital Signing
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People Development
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People DevelopmentKnowledge / Skills
Business Challenges:• How do you onboard quickly and effectively?• How do you maintain high performance from sales reps with the right knowledge and coaching
throughout their career?
Example Companies:
Key Considerations:• Contextual coaching vs ad hoc/non-contextual• Micro-learning tools for post training reinforcement• Sales training solution vs corporate training solution
Onboarding & Training Coaching
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Administrative Support
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Administrative Support
Business Challenges:• How do I make sure I have the support functions in place to make sure my sales organization runs
efficiently and effectively?
Example Companies:
Key Considerations:• Product offering complexity• Sales force size
Forecasting
Administrative Support
Commissions & Quota Management Recognition
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Business Intelligence / Analytics
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Business Intelligence & Analytics
Business Challenges:• How do I draw actionable insights from all this data?• How do I report the full sales process picture vs snapshot of a piece of it?• My GM wants the data sliced and diced this way…
Example Companies:
Key Considerations:• Amount of data• Reporting needs• Number of software tools
Business Intelligence & Analytics
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Sales Tech Stack Framework
The Sales Process
Administrative Support People Development Business Intelligence & Analytics
• Forecasting• Quota management• Comp/Incentives
• Territory
Gather Information• Contact information• Lead augmentation /
enrichment data
What you do to sell• Presentation tools• Sharing tools• What should you say and
share?• Content management
What you do to close• CPQ• Contract & signing
Decide who to contact• Lead prioritization /
predictive lead scoring –(who to call &when)
• Account based selling• Pipeline management• Account planning
• Email automation • Phone/dialer automation• Social selling
• Scheduling tools • Online meeting tools
How you contact
• Onboarding & training• Coaching
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Conclusion
• Plan before you act
• Know the problem you want to solve before engaging vendors
• Choose the solution that solves your need—biggest isn’t always best
• Come back for more
veeloinc.com/subscribe
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Thank You!
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