SALES EN­ABLE­MENT DRA­MAT­I­CALLY IN­CREASES ROI; WHAT EV­ERY CEO NEEDS TO KNOW

The world of B2B sales is chang­ing rapidly, par­tic­u­larly the area of sales en­able­ment, the strate­gic use of pro­cesses and tech­nol­ogy to im­prove a sales team’s pro­duc­tiv­ity and drive more rev­enue.

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5% of top per­form­ing com­pa­nies are in­vest­ing in tech­nol­ogy and pro­grams to drive sales pro­duc­tiv­ity, and with mea­sur­able re­sults di­rectly im­pact­ing ROI, cre­at­ing em­pow­ered sales teams and driv­ing growth, it’s easy to un­der­stand the ex­plo­sion of in­ter­est.

So the ques­tion is raised, who is re­spon­si­ble? Should you leave this to an ex­pe­ri­enced sales man­ager, or is this a C-suite re­spon­si­bil­ity?

In my ex­pe­ri­ence as CEO of IRD Prospec­tor, a busi­ness in­sights and sales in­tel­li­gence com­pany that has helped clients earn over a bil­lion dol­lars in in­cre­men­tal sales over the past 16 years, the buck stops with me. Why? Be­cause when sales sys­tems are op­ti­mally aligned to glean the max­i­mum in­tel­li­gence, re­sults fol­low. And at the end of the day, grow­ing the busi­ness is my job.

One op­por­tu­nity to see quick re­sults is to in­crease the ROI as­so­ci­ated with your CRM. With re­cent re­search stat­ing world­wide sales of CRM soft­ware is likely to ex­ceeded US$36bn, CRM is here to stay. And as most sales lead­ers I speak to agree, it can have a mas­sive im­pact on prof­itabil­ity, pro­duc­tiv­ity and cus­tomer ser­vice.

How­ever the level of neg­a­tiv­ity and dis­sat­is­fac­tion I en­counter when dis­cus­sions turn to CRM amazes me. CRMs are only as good as the data that’s in them, and all too of­ten they be­come a grave­yard of de­cayed data and a la­bor-

in­ten­sive re­quire­ment re­sented by the busy sales reps they’re de­signed to help.

In my ex­pe­ri­ence, there is a sim­ple way to over­come this - prop­erly fuel­ing your CRM by plug­ging in a high­qual­ity third-party data­base of com­pany in­tel­li­gence and con­tact in­for­ma­tion that con­stantly up­dates and en­riches your data. By com­mit­ting to this ap­proach, tired data can be re­placed, and clean new prospect data can be added to the mix, ef­fort­lessly im­prov­ing tar­get­ing and ac­cel­er­at­ing growth.

IRD Prospec­tor takes this a step fur­ther, iden­ti­fy­ing em­bry­onic trig­gers that sig­nal a com­pany is about to grow or evolve, then in­te­grat­ing this in­tel­li­gence di­rectly into your CRM. Essen­tially in­sert­ing fresh data while aug­ment­ing & en­rich­ing ex­ist­ing data, which pro­vides a more com­plete pic­ture of your prospects and clients.

This re­sults in a clean data set of prospects, pri­ori­tised by the ac­tiv­ity most likely in­di­cat­ing growth, ready for your sales team to con­vert into happy cus­tomers.

Sim­ply sched­ul­ing a re­minder for the rel­e­vant sales rep when such a trig­ger is au­to­mat­i­cally up­loaded into your CRM is a sim­ple yet in­cred­i­bly ef­fec­tive way to in­crease the dol­lars, time and labour al­ready in­vested in your CRM.

This ap­proach also has the flow on ef­fect of mo­ti­vat­ing your sales team by demon­strat­ing you are se­ri­ous about en­abling their suc­cess. They suc­ceed, you suc­ceed and the busi­ness flour­ishes.

The most im­pact­ful busi­ness trig­gers that al­low suf­fi­cient time for a com­pany to pitch a so­lu­tion tend to in­clude; a com­pany rais­ing cap­i­tal, ap­point­ment of a new CEO, a new com­pany launch­ing in Aus­tralia, the ac­qui­si­tion of a new brand or a com­pany re­struc­ture. This sort of in­for­ma­tion can be tough to stay on top of man­u­ally – read­ing the news ev­ery­day usu­ally isn’t enough.

Which is why we built IRD, a busi­ness pro­vid­ing just this kind of in­tel­li­gence, now avail­able as an app that plugs di­rectly into Sales­force and other lead­ing CRM sys­tems.

We’re ex­cited about the con­stant evo­lu­tion in the sales en­able­ment space and look for­ward to help­ing our clients make the most of these new op­por­tu­ni­ties.

Matt Skin­ner is CEO at IRD Prospec­tor, a sales en­able­ment & in­tel­li­gence plat­form that in­te­grates di­rectly with your CRM to cleanse data, pro­vide fuel for your sales en­gine and in­crease your sales en­able­ment ROI. Af­ter 16 years in the me­dia and mar­ket­ing in­dus­try, where long-term clients have re­peat­edly been voted best in class & made over a bil­lion dol­lars in in­cre­men­tal sales, IRD Prospec­tor is now avail­able in your b2b in­dus­try. Get in touch to­day to find out more.

Ird­group.com.au; 1300 736 447; info@ird­group.com.au

“We’re ex­cited about the con­stant evo­lu­tion in the sales en­able­ment space and look for­ward to help­ing our clients make the most of these new op­por­tu­ni­ties.”

Matt Skin­ner

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