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SALES

INTELLIGENCE
Solution Study

Insights, Landscape, & Vendor Analysis


SALES INTELLIGENCE
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Sales Intelligence? 05

3 Sales Intelligence Maturity Model 08

4 Benefits of Sales Intelligence 11

5 Sales Intelligence Deployment Lifecycle 14

6 Vendor Selection Criteria 20

7 Sales Intelligence Solutions Landscape 22

8 Analyst Bottom Line 25

Action Plan 26

Our Solution Study Methodology 37


About 38
SALES INTELLIGENCE
Solution Study

Executive Summary
SALES INTELLIGENCE SOLUTION STUDY 4

Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales
Enablement Solution Study Series, we examine each key stage of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture.
What is Sales Intelligence?
In this report, we focus on the rapidly growing function of Sales Intelligence.

We distinguish Sales Intelligence from other types of data, metrics, or


analytics, including marketing analytics and business intelligence (BI).
Benefits of Sales
Intelligence
Sales Intelligence, also referred to as CRM Intelligence, is information
used to accelerate the sales process, and to improve the performance
and productivity of the sales team. Sales Intelligence
Deployment Lifecycle
The insights and analysis presented in this report provide marketers with
a comprehensive understanding of the Sales Intelligence landscape.

If your organization is considering Sales Intelligence software, Vendor Selection Criteria


currently implementing a Sales Intelligence system, or providing a
Sales Intelligence-related product or service, this report will provide
you with fresh insights on the technology, strategies, and vendor Sales Intelligence
solutions. Solutions Landscape

Action Plan
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES SALES INTELLIGENCE SOLUTION STUDY 5

SALES INTELLIGENCE
Solution Study

What is Sales Intelligence?


SALES INTELLIGENCE SOLUTION STUDY 6

What is Sales Intelligence?


Demand Metric defines Sales Intelligence as: FIGURE 1
Sales Intelligence Components

Comprising the strategies, processes, technologies,


and tools that support the collection, integration,
Collection Integration Analysis
analysis, delivery, and presentation of insights and
information that increase sales.

Sales
Sales Intelligence, also referred to as CRM Intelligence, is information
Presentation Intelligence Delivery
used to accelerate the sales process, and to improve the performance
Components
and productivity of the sales team.

What separates Sales “Intelligence” from sales “data” is the level of


insight and analysis, both real-time and socially influenced, integrated
into the solution. Role in Sales Enablement
Figure 1 highlights the five key components of Sales Intelligence Demand Metric considers Sales Intelligence Solutions to be an integral
mentioned above. part of Sales Enablement as illustrated by our Sales Enablement Roles
Matrix (on the next page).

As you will see in this image, Senior Management, Sales Intelligence


products and services are associated with metrics in every organizational
role from senior management to customer support.
SALES ENABLEMENT
Roles Matrix

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

Revenue Accountability Budgeting & Planning CRM Thought Leadership Blog Revenue by Channel
Senior
Staffing & Channel Management Performance Reviews & QA Business Intelligence Webinar Presentations Customer Lifetime Value, NPS
Management
Reporting to CEO/Board Recruitment & Retention MRM Conference Keynotes Return on Customer (ROC)

New Product Development Product Launch Product Mgmt. System Data Sheets, Whitepapers Market Share, Profitability
Product
Create Sales Tools/Guides Win/Loss Analysis Enterprise Feedback/Survey Case Studies/Testimonials Brand Equity
Management
Messaging & Positioning Competitive Analysis Content Management Competitive Analysis Content Usage

Build Reports & Dashboards Sales Forecasting CRM Compensation Model % Quota Achieved
Sales Operations Monitor Sales Productivity Territory Management Proposal/CPQ TCO/ROI Calculators Sales Cost/Revenue Ratio
Data Management Sales Compensation Sales Content Portal Sales Playbooks Incentive vs. Quota Ratio

Build Reports & Dashboards Marketing Budget CRM & Marketing Automation Buyer Personas Sales Qualified Leads
Marketing
Marketing Systems Admin Campaign Analysis Analytics & B.I. Customer Journey Map Cost Per Lead (CPL)
Operations Proposals, Presentations
Data Management Lead Scoring & Nurturing Asset Mgmt. & MRM Cost of Acquisition (CAC)

Lead Generation & Events Advertising/Sponsorship Marketing Automation/Email How-To Guides Campaign ROI, Email Metrics
Demand
Branding & Social Media Lead Generation & Appointments Digital Asset Management Research Reports Marketing Qualified Leads
Generation
Content Marketing Tradeshows & Webinars Event/Survey Management Webinars Contribution to Pipeline

Customer Acquisition Sales Process CRM New Features/Ideas for R&D % Quota Achieved
Sales/Account
Customer Retention Opportunity Management Proposal/CPQ Objection Responses Renewal Rate, Revenue
Mgmt. Opportunity Metrics
Up-sell/Cross Sell Contact Management Sales Content Portal Sales Scripts

Staffing for Sales Enablement Recruiting & Hiring HRIS Job Descriptions Avg. Time to Achieve Quota
Human
Sales Training New Rep Onboarding Learning Management System Quality Assurance/Coaching % Unsuccessful Hires
Resources Performance Management Performance & Firing LinkedIn & Job Websites Sales Training Manual # CV/Resume Submissions

Customer Service/Support Helpdesk (phone support) Customer Support, Twitter New Features/Ideas for R&D Avg. Time to Resolution
Customer
Identify Sales Opportunities Email Support (case/ticket) CRM, Order Management Support Scripts % Escalations to Tier 2
Support Accounting/Billing/ERP
Customer Insight/Feedback Online Community Requests FAQs, SLA Net Promoter Score (NPS)
SALES INTELLIGENCE MATURITY MODEL SALES INTELLIGENCE SOLUTION STUDY 8

Sales Intelligence Maturity Model


A modern marketing organization that desires to align itself for Sales Our Maturity Model shows the progression of an organization from Stage 1
Intelligence must focus on eight core areas: (Basic) to Stage 4 (Cutting-Edge) that is characterized by the following best
practices:
Collection

Integration Level of Commitment


The strength of the commitment and the focus on excellence in Sales
Analysis Intelligence initiatives and campaigns drives other best practices.

Delivery Planning
Sales Intelligence Marketers create strategies, goals,
Presentation and KPIs for every point of their Sales effort.

Demand Metric’s Sales Intelligence Maturity Model (on the next page) Processes
highlights key functionality according to the level of complexity of the Sales Intelligence Marketers develop measurable processes
for each phase to ensure progress and success.
solution on the four tiers we evaluated, from Basic to Cutting-Edge.

Use this tool to determine the functionality that is right for your organization. Resources
Cutting-Edge Organizations ensure that sufficient resources (time,
talent, tools, money) exist for each initiative, campaign, and phase.

Management
Cutting-Edge companies effectively manage the change,
progress, and results of Sales Communication efforts.
SALES INTELLIGENCE
Maturity Model
STAGE 4 - Cutting-Edge
STAGE 3 - Comprehensive
STAGE 2 - Standard
STAGE 1 - Basic
Component

Public and/or premium data feeds;


Public and/or premium data feeds; Financial data; Internal CRM and/or MA;
Collection Public and/or premium data feeds
Internal CRM and/or MA
Public and/or premium data feeds
News feeds and social communities;
Incorporates data cleaning for accuracy

Correlates data from all streams,


CRM/MA profiles enhanced with Correlates data from all streams, struc- structured data and unstructured
Integration None
external feeds tured data and unstructured data data; Provides a contextual stream
based on user preferences

Uses predictive analytics to suggest


or anticipate opportunities, behaviors
Identifies sales targets; Evaluates
and actions from customers, compet-
Auto-list building based on filters; sales, account and territory oppor-
Analysis Auto-list building based on filters
Accepts CRM analysis and metrics tunities; Provides social insights
itors and/or markets; Maps and
highlights relationship connections to
and selling tools
evaluate rep performance, account
strength and lead quality
SALES INTELLIGENCE
Maturity Model

Component STAGE 1 - Basic STAGE 2 - Standard STAGE 3 - Comprehensive STAGE 4 - Cutting-Edge

Real-time alerts; CRM, Web, Email and/or Real-time alerts; CRM, Web, Email and/
Delivery Web and/or Email delivery Web and/or Email delivery
text delivery or text delivery

Web, PC/Mac, mobile and/or CRM


Web, PC/Mac, mobile and/or CRM Web, PC/Mac, mobile and/or CRM dash- dashboard; Option for a proprietary
Presentation Web and/or PC/Mac dashboard
dashboard board; Option for a proprietary dashboard dashboard; Provides visual and
textual connections

Want to rate your organization’s Sales Enablement maturity with an


interactive tool? Download our Sales Enablement Readiness Assessment VIEW RESOURCE
and get started today!
STIAM, ETIUS C. MOVISSA SERBESEVITURAE, TU ETRAEQU OSULOCCHINEM HABES SALES INTELLIGENCE SOLUTION STUDY 11

SALES INTELLIGENCE
Solution Study

Benefits of
Sales Intelligence
SALES INTELLIGENCE SOLUTION STUDY 12

Benefits of Sales Intelligence


Sales Intelligence solutions offer a myriad of benefits to the organiza-
tion. These benefits include applications for “priming the sales pump,”
enabling sales productivity, supporting the sales cycle, account control,
and growth and support for marketing and sales operations to optimize
the sales process.

Here, we group the benefits by sales cycle/process as Before, During,


and After the sale.

Benefits Before the Sale Benefits During the Sale

Before a sale, Sales Intelligence: During a sale, Sales Intelligence:

Improves prospecting in the following areas: Leverages professional networks for relationship
List Generation building
Contact Profile Creation Aligns responses and calls with prospect activity
Company/Contact Research Increases engagement with relevant information via
Increases the quality/quantity of leads social insights
Improves sales team knowledge of prospects, Tracks customer/prospect level of engagement
accounts, territories, and markets Automates the flow of external information and
Increases the accuracy of data in sales (CRM) systems integrates social selling insights to nurture the
Identifies new sales opportunities opportunity
Automates the flow of external information and Identifies upsell/cross sell opportunities
integrates social selling insights to prepare for the call
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