How Sales and Marketing Intelligence is Democratizing...

How Sales and Marketing Intelligence is Democratizing Growth and Driving Disruption

Insights from sales leaders at Actifio, Birst, Cloudera, MongoDB, and DiscoverOrg

15 LESSONS FROM HYPERGROWTH COMPANIES USING DATA TO ACCELERATE GROWTH

Introduction 1

The Availability of Data Has Made Growth More Accessible Than Ever 1

Hypergrowth Companies Use Data to Fuel Growth and Disruption 2

What is Disruption? 2

Getting The First Step Right—The Prerequisite to Growth and Disruption 2

Disruptors Focus On Solving Customer Needs First, Then Growth 3

Lesson 1. Data Closes the Circuit that Enables Execution 6

Lesson 2. Data Maximizes Investments in Technology and Programs 6

Lesson 3. Data Provides Organizational Context for Meaningful Conversations 6

Lesson 4. Some of Your Best Future Customers May Not Be in Your Database Today 8

Lesson 5. Different Data Providers are used for Different Purposes 9

Lesson 6. The Sales Rep Experience is the Barometer for Data Quality 9

Lesson 7. Great Data Can Create Instant Value—And Make You a Hero 10

Lesson 8. Data is Embedded in the Pipeline Generation Process 12

Lesson 9. Data is Part of an Interconnected Technology Strategy 13

Lesson 10. ABSD and ABM Rely on Quality Data 13

Lesson 11. Allocate Resources to Evaluate and Implement Technology for Measurable ROI 15

Lesson 12. Not all Data is Created Equal 17

Lesson 13. Use Data to Effectively Segment Sales Teams 17

Lesson 14. Account-Based Sales Development Moves The Needle 18

Lesson 15. The Impact of Sales Intelligence on Results is Material 20

CONTENTS

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THE AVAILABILITY OF DATA HAS MADE GROWTH MORE ACCESSIBLE THAN EVER

Today, the availability of data and intelligence is breaking down barriers between buyers and sellers and making transformational growth accessible to companies of all sizes. Startups, small businesses, consulting firms, agencies, and even enterprises all benefit from greater access to information about their prospects and customers. And buyers are taking notice. According to Salesforce.com’s State of the Connected Customer survey, 57% of buyers are ready to take their business elsewhere if their vendor fails to anticipate their needs.

Despite today’s wide availability of data and intelligence, many companies still cite “lack of high quality account and contact data, information, and intelligence” as a top inhibitor to growth.¹

This is according to findings from a survey conducted by DiscoverOrg and Smart Selling Tools, which revealed that nearly half of all companies surveyed wrestle with bad data or lack of data.

Not all data sources are created equal. Many companies still struggle with the ripple effects of importing bad data into their systems or

Many companies still cite “lack of high quality account and contact data, information, and intelligence” as a top inhibitor to growth.

Launching and growing a business has never been easy, but it used to be a lot harder. Not long ago, large enterprises— with deeply entrenched incumbent business relationships, Rolodexes, and enormous advertising budgets—wined, dined, and golfed with their customers more than any small business could ever afford or imagine.

Startups and challengers—even those with disruptive offerings—faced a significant uphill battle to win new business at scale and

steal market share from industry leaders, because they had limited visibility and access to buyers.

Rapid growth is a natural expectation for tech start-ups at a time when data is widely available to all businesses from startup to blue chip. But the availability of data isn’t a universal promise of success.

1 https://pages.discoverorg.com/growth-trends-report-2017-kn-1.html?

INTRODUCTION

Here we share insights from interviews with four high-growth DiscoverOrg customers who have found success through their use of high quality sales and marketing intelligence.

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GETTING THE FIRST STEP RIGHT—THE PREREQUISITE TO GROWTH AND DISRUPTION

Growth begins with a real need and a great product that addresses that need. Without those two prerequisites, companies that get out of the gates quickly may experience a short burst of rapid revenue growth but often hit a ceiling when customer churn erodes the base due to poor product-market fit.

According to a study of 3,200 high-tech startups conducted by researchers at UC Berkeley and Stanford, over 90% of high growth internet startups fail within the first three years. Of the early failures, 74% failed because of premature scaling. What is premature scaling? In short, it means investing in growing your business before clearly understanding and effectively solving a customer need.

Growth strategies are no substitute for poor products, or products that don’t address a real market need. Fast-growing companies take time to first understand their customers, get the product-market fit right—and then scale.

working with volume data providers that do not guarantee data quality. Sales and marketing professionals should carefully evaluate data accuracy and credibility before investing in a data source. Once the problem of sourcing high quality data has been resolved, the focus can shift to embedding data effectively in sales and marketing processes.

HYPERGROWTH COMPANIES USE DATA TO FUEL GROWTH AND DISRUPTION

The mere availability of high-quality data and intelligence alone does not create growth. Embedding data deeply into sales processes and systems can result in new opportunities, greater value from sales and marketing technology investments, and market share captured from some of the biggest names in business. Growth arises from smart integration.

WHAT IS DISRUPTION?

Each year, CNBC profiles the top 50 disruptive companies in the CNBC Disruptor 50. While they do not disclose their criteria for selection, they describe disruptors in this manner:

“These companies have entered the traditional sectors and turned them upside down. It’s not about one product or delivery method. It’s the power of a company to displace the established incumbents in its own industry, prompting a ripple effect throughout its economic ecosystem. A true disruptor’s power is seen in its effects on multiple industries. It’s about the private companies with the greatest potential to disrupt the public giants.”²

TWEET THIS2 http://www.cnbc.com/2016/06/07/2016-cnbcs-disruptor-50.html

https://twitter.com/home?status=%5BEBOOK%5D%20Here's%20why%205%20global%20%23highgrowth%20leaders%20think%20democratization%20of%20%23data%20puts%20anyone%20w/in%20reach%20http%3A//ow.ly/HvN930bGqZa%20%40DiscoverOrg

P. 3/22

has made our value proposition a lot stronger: Companies need to consolidate infrastructure across multiple platforms, whether they be legacy systems or something relatively new like Oracle Cloud. The enterprise needs to embrace the cloud, but also drive costs down with a single system of record that helps them use data as a critical asset.”

Is there any question that Actfio understands the unfolding demand their customers have for their offering? Disruptors focus first on customer needs and solve them effectively, then turn their vision toward scalable growth.

DISRUPTORS FOCUS ON SOLVING CUSTOMER NEEDS FIRST, THEN GROWTH

Actifio is a model of sustainable high growth. The data virtualization company, founded in 2009, decouples data from infrastructure for improvements in business resiliency, agility, and access to the cloud. Revenue is now estimated to be near $100 million. So what factors have led to Actifio’s success? Ryan Johnson, Global Inside Sales Manager, explains:

“We did a really good job landing in the enterprise space in our early years, and those customers are be-coming successful and raising their hands to validate that the technology actually works and delivers on its business value promise.

“But there’s also a greater need for companies to be able to migrate and manage data across a hybrid cloud land-scape. The recent uptick in Microsoft’s presence in the cloud market alongside Amazon Web Services, and now Google and Oracle are starting to move into the space,

The technology actually works and delivers on its business value promise.

In this resource we explore 15 lessons with interviews from sales leaders, like Ryan Johnson, at rapidly growing companies about how data and intelligence are enabling scalable growth and disruption.

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1 Data Closes the Circuit that Enables Execution

2 Data Maximizes Investments in Technology and Programs

3 Data Provides Organizational Context for Meaningful Conversations

4 Some of Your Best Future Customers May Not Be in Your Database Today

5 Different Data Providers are used for Different Purposes

6 The Sales Rep Experience is the Barometer for Data Quality

7 Great Data Can Create Instant Value —And Make You a Hero

8 Data is Embedded in the Pipeline- Generation Process

9 Data is Part of an Interconnected Technology Strategy

10 ABSD and ABM Rely on Quality Data

11 Allocate Resources to Evaluate and Implement Technology for Measurable ROI

12 Not all Data is Created Equal

13 Use Data to Effectively Segment Sales Teams

14 Account-Based Sales Development Moves The Needle

15 The Impact of Sales Intelligence on Results is Material

THE LESSONS15 Lessons from Hypergrowth Companies Using Intelligence to Accelerate Growth

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OUR CUSTOMER SINCE 2015

DATASETSNorth America Enterprise IT, Midmarket IT, Small and Medium Enterprise IT, Government/Higher Education IT;

Europe IT; Technology, Engineering, Design and Development (TEDD), CXO

INTEGRATIONS Salesforce Native Application, Webhooks, API

FOUNDED 2004

REASON FOR INCLUSION• Forrester Wave Leader: Cloud Business Intelligence Platforms – Q4 2015

• Gartner Magic Quadrant Challenger: Business Intelligence and Analytics Platforms 2013-2015

OWNERSHIP Private (Acquired by Infor, April 2017)

INDUSTRY Software / IT Services

EMPLOYEES 201 – 500

REVENUE $10 – 50M

HQ LOCATION San Francisco, CA, USA

DESCRIPTION

Birst is the world’s most advanced networked business analytics platform. Organizations can now achieve a new level

of trusted insight and decision making by connecting their data and people via a network of analytics services. Birst

scales from individuals to the enterprise in a manner that is smarter, more connected, and more scalable than

any previous analytics and business intelligence platform. Learn more at birst.com and join the conversation @BirstBI.

P. 6/22

Data Closes the Circuit that Enables Execution

DiscoverOrg data earns us access to decision-makers and allows us to attack our market intelligently. We are an analytics company, so we do a ton of research internally to make sure we’re targeting the right people and that we have the right target profile. We are very intentional about that. DiscoverOrg has a ton of data that allows us to actually execute, to be able to take action, to use the insights that we come up with. Without the ability to find data like DiscoverOrg has, that would be impossible to do.

Data Maximizes Investments in Technology and Programs

A big part of the value of DiscoverOrg is maximizing our own investments and prior investments. We’ve already made this investment to develop a great brand, understand our ideal target profile, and drive interest and leads into the organization. To me, the information in DiscoverOrg helps maximize the value and returns on the investment that he’s already been made. We’re not just taking leads that marketing’s providing us, but we’re doing the smartest thing with those leads, which is to be able to climb higher, and to come with a researched and informed point of view every single time we engage with the market and a prospect.

Data Provides Organizational Context for Meaningful Conversations

At the end of the day, Business Intelligence (BI) and analytics platforms have been around awhile, and there are tons of vendors who have dominant market positions—and they are ‘cash-cowing’ the heck out of it. So how is Birst disrupting it? By being surprisingly helpful. By providing value above expectations, every time we go to market. That’s how we earn the credibility to challenge our prospects and the market to see and do BI and analytics in a new way.

We use DiscoverOrg Sales Intelligence, LinkedIn, and the internet in general to create our initial provocative point of view that is researched, resonant, and, if possible, personalized to the person we’re speaking to. Through our unique point of view, we are able to show them how they could potentially impact their business and do it better, in a way that’s specific to that account and what that person does at that company.

DiscoverOrg not only allows us the ability to contact that person (the first step), but it allows us to understand what’s going on within that account and what are the most pressing things going on within an account.

DiscoverOrg’s Scoops are great for understanding what’s going on. We subscribe to Triggers and receive alerts on them. When our team builds out their accounts, they are asked to subscribe to Scoops related to their target accounts. Org charts are great for navigating the account and understanding the relationships within it. Those features are pretty key for us.

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CHRIS PHAMSenior Director, Sales Development, Birst

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P. 7/22

FOUNDED 2007

REASON FOR INCLUSION

• CNBC Disruptor 50 2016

• Forrester Wave Leader: Big Data NoSQL – Q3 2016

• Forrester Wave Leader: Document Stores – Q3 2016

• Unicorn (Billion Dollar Valuation)

OWNERSHIP Private

INDUSTRY Software / Information Technology

EMPLOYEES 501 – 1,000

REVENUE $100M – $500M

HQ LOCATION New York City, NY

DESCRIPTIONBy offering the best of traditional databases as well as the flexibility, scale and performance today’s applications

require, we let innovators deploy apps as big as they can possibly dream. From startups to enterprises, for the modern

and the mission-critical, MongoDB is the database for giant ideas. For more information, visit mongodb.com.


DATASETSNorth America Enterprise IT, Midmarket IT, Small and Medium Enterprise IT, Government/Higher Education IT;

Europe IT; Technology, Engineering, Design and Development (TEDD)

INTEGRATIONS Salesforce Native Application

P. 8/22

Some of Your Best Future Customers May Not Be in Your Database Today

At the time I joined MongoDB, we had grown to the fourth most popular database behind the three major players, but we needed to be more efficient and focused in the way we converted open-source users to paying customers. In 2014, MongoDB hired a new CEO. Change continued in 2015 when a new CRO, CFO and CMO came on board and brought a whole new approach. MongoDB’s CRO, Carlos Delatorre, brought a culture of outbound prospecting and pipeline generation. It was no longer ‘If you build it, they will come.’ He came in and said, ‘You’ve got this tremendous base of customers using you—now get that base to start paying you.’ A bunch of people out there were using the open-source Community version of MongoDB in production and had no idea what else we offered. There were entire apps already up and running on MongoDB that we didn’t know about. They didn’t know they could get support from us, didn’t know they could get additional features from us. We needed to answer the question ‘How do we find out about those things?’ So we’d talk about “finding smoke”—you know, “where there’s smoke there’s fire.” So, how do we find smoke?

We looked for our users’ interactions with marketing content— downloading a data sheet or registering for a training event or a webinar, or something like that. In some cases, they converted on a web form, but since they could download the open-source database without filling out a webform telling us who they were, to find those users we had to look outside our CRM to find smoke. So how did we find indicators that a company might be using MongoDB? We looked at their marketing activity or presence in Salesforce.com; a LinkedIn keyword search for MongoDB; and for companies that had people listed with MongoDB as a skill. We’d do that and say, ‘Wow! AcmeCorp has 273 people listing MongoDB as a skill.’ We’d also look at job postings on Indeed.com for companies looking for individuals skilled in MongoDB. With those companies, we’d research how they built an app on MongoDB and say, ‘Maybe we should call AcmeCorp.’ And we’d ask, ‘Well, how are we gonna do that? We don’t have their name and phone number.’ Well, we have this thing called DiscoverOrg, so let’s go look it up! You can find out who the players are. You can find out who else you should be talking to, you figure out who the decision makers are in IT, and you go after them. Once we’ve found smoke, we use DiscoverOrg to make the fire happen.So we’d talk about finding smoke—you

know, where there’s smoke there’s fire. So, how do we find smoke?

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JASON PAQUETTEDirector, Sales Operations, MongoDB

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P. 9/22

The Sales Rep Experience is the Barometer for Data Quality

At each of my previous companies, we’d spend money on a data provider, and then I’d hear from sales reps that the data was bad. ‘We can’t trust it. We need to go find another data provider.’ Then we’d use a different one, and hear from the reps again, ‘Oh, the data’s wrong. You need to go look for another one.’

After having gone through this process several times, I had this general skepticism of third-party data providers. When I came to MongoDB, DiscoverOrg was already in place. The reps loved it and were having success with it.

Some of our best customers weren’t in our database until our reps started hunting! Today, DiscoverOrg is deeply embedded in our pipeline generation process. When onboarding sales reps, we teach them how to penetrate accounts and look them up in DiscoverOrg. That’s definitely one of the really important parts of how we do our outbound prospecting. People sometimes have luck by finding the name on LinkedIn and guessing at the email address based a pattern they see at that company. But a lot of times, they need to go into DiscoverOrg and find out what the org chart looks like. Who’s the right person to talk to? It’s all about triangulating who they’re talking to, and who they want to be talking to—and then getting the phone number and email address there.

Different Data Providers are used for Different Purposes

Data isn’t one size fits all. At MongoDB, multiple data providers are used for different purposes. Our enterprise reps use DiscoverOrg for contact information and InsideView for account-level information. Our corporate team uses ZoomInfo.

We’d spend money on a data provider and then I’d hear from sales reps that the data was bad. We can’t trust it. We need to go find another data provider.

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6 Once we’ve found smoke, we use DiscoverOrg to make the fire happen.

DiscoverOrg was already in place. The reps loved it and were having success with it.

P. 10/22

I don’t know what it was like before DiscoverOrg. Coming to MongoDB and I found out that DiscoverOrg was already embedded, well adopted, and that the reps actually liked it—it wasn’t a data provider where the reps were like, ‘Hey the data’s wrong.’ Instead, the reps were saying, ‘We can’t live without it!’ Now when a new data provider comes to us and says, ‘We can do better than whatever data you currently have. Let’s talk,’ we ask for samples, and we test them against data we know is good.

Great Data Can Create Instant Value— And Make You a Hero

Three hours and six minutes after we added DiscoverOrg’s Technology, Engineering, Design and Development (TEDD) dataset, one of the managers came to me and said:

“Jason and the team involved with getting us upgraded access to DiscoverOrg…

THANK YOU! This is a big deal. We’ve already used it to get direct dial numbers for some key contacts for Q4 deals. Numbers that we haven’t been able to find through other means. Instant value. Thanks for spearheading this initiative.”

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P. 11/22

FOUNDED 2009


• Gartner Magic Quadrant Visionary: Data Center Backup and Recovery Software

Visionary 2013, 2014, 2015, 2016

• Gartner Magic Quadrant – Disaster Recovery as a Service

• Gartner Magic Quadrant – Data Archiving and Application Retirement – June 2015


OWNERSHIP Private



REVENUE $50 – 100M

HQ LOCATION Waltham, MA, USA

DESCRIPTION

Actifio is the world’s leading Enterprise Data-as-a-Service (EDaaS) platform. It enables thousands of users around

the world deliver their data just as they deliver their applications and infrastructure... as a service available instantly,

anywhere. An enterprise-class software platform powered by patented Virtual Data Pipeline™ technology, Actifio

frees data from traditional infrastructure to accelerate adoption of hybrid cloud, build higher quality applications faster,

and improve business resiliency and availability. For more, visit actifio.com or follow us on Twitter @actifio.


DATASETSNorth America Technology, Engineering, Design & Development (TEDD); Europe IT, Australia and

New Zealand Enterprise IT

INTEGRATIONS Salesforce Native Application, API

P. 12/22

Data is Embedded in the Pipeline Generation Process

Data is an integral part of our inside sales and field sales operations. One of the key differentiators between us and a lot of other companies is our ability to use analytics from the backend to make decisions that actually impact revenue.

For us, we came from using RainKing and moved to DiscoverOrg because we found that there was a much higher direct-dial ratio, and we had a lot more success navigating hierarchical structures in a given organization, because DiscoverOrg was able to give us that data in fairly real time. And it was almost always accurate.

DiscoverOrg plays a critical part in helping us identify the right stakeholders, helping us identify where they sit within the organization, and then navigating that path as we start to move down the pipe and try to get some actual revenue generated.

From a backbone perspective, the data is a critical part of what we do, and it’s an integral part our inside sales and field sales organization.

If we take that and start to compound some of the other tools we use, like Hubspot, TechTarget, Engagio, we use analytic data to influence our sales campaigns already in flight, and then prospect up against the key verticals where we’ve had a lot of success.

There are a lot of elements where the data becomes a critical part of our sales story. It doesn’t just enhance our current pipeline opportunities; it also helps us prospect in a systematic way that can be repeated and ultimately allow us to scale.

We use data in a fairly experimental approach, in that we take whatever is successful, try to figure out why it was successful, and then replicate that success so we can extend that value to the rest of the global sales org.

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RYAN JOHNSONGlobal Inside Sales Manager, Actifio

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Data is Part of an Interconnected Technology Strategy

Data most definitely adds value to our tech stack. In terms of our tech stack, we have DiscoverOrg and TechTarget, which provide the fundamental backbone of contacts, direct dials, and emails, which help us get vertically aligned. It’s easy for us to import that data into Salesforce and actually execute sales campaigns against it. We’ll do email blasts with Hubspot, and tailor campaigns to key stakeholders that attend trade shows and interact with us in person. And we’ll use Engagio to orchestrate engagement from the executive level to the technical or individual contributor level. Whenever we get any response—whether that be an email open, a click through, maybe a call connect, it all gets tabulated in Engagio. That contributes to an account score, which helps us use our resources effectively and stop trying to ‘boil the ocean.’ It’s been an easy way to hone our efforts, repeat success, and experiment and contribute to the team’s success.

ABSD and ABM Rely on Quality Data

We recently implemented an Account-Based Marketing (ABM) strategy, in which we have our field reps and our inside sales reps work together to identify a universe of target accounts. These target accounts align with the verticals where we have the most success. We’ll use TechTarget to identify accounts that are actively doing research in that space, and we’ll use DiscoverOrg to find the key stakeholders in the dev ops and cloud community, and some CIOs and VPs that might sit in that realm.

Based on the role and industry we’re in, we have a number of different plays that have been pre-created by our marketing team and executed in Engagio. It looks like we have a lockstep type of interaction with multiple stakeholders from our sales organization to allow the key stakeholders in the accounts we’re trying to target.

What we then do is use high-level analytical data generated by Engagio, to generate a dynamic spreadsheet that tells us which accounts are engaging with us more. We then focus our efforts from the inside sales, fields sales, and channel partner perspectives.

We have an integrated demand generation team, which means marketing and sales work together pretty intimately. Marketing produces a lot of the content, and we work together to create the copy that goes out to the different stakeholders at a given account. Then Marketing creates content based on the verticals they are in, and some of the key challenges that that role sees specifically. Our content is vertical-and role-specific. We try to understand and articulate where our value prop aligns with the challenges prospects see on a day-to-day basis.10

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S A L E S M A R K E T I N G

P. 14/22

FOUNDED 2008


• CNBC Disruptor 50 2016

• Gartner Magic Quadrant Visionary: Data Warehouse and Data Management

Solutions for Analytics – February 2016

• Forrester Wave – Leader – Big Data Hadoop Distributions Q1 2016


• Grew from $109M to $261M+ in 2 Years

OWNERSHIP Private


EMPLOYEES 1,400+

REVENUE $261M

HQ LOCATION Palo Alto, CA

DESCRIPTION

Cloudera delivers the platform for machine learning and advanced analytics built on the latest open source technologies.

The world’s leading organizations trust Cloudera to help solve their most challenging business problems with Cloudera

Enterprise, the fastest, easiest and most secure data platform available for the modern world. Our customers efficiently

capture, store, process and analyze vast amounts of data, empowering them to use advanced analytics to drive business

decisions quickly, flexibly and at lower cost than has been possible before. To ensure our customers are successful, we

offer comprehensive support, training and professional services. Learn more at cloudera.com.


DATASETSNorth America Enterprise IT, Midmarket IT, Small and Medium Enterprise IT, Government/Higher Education IT; Europe IT;

Asia IT; Latin America IT; Middle East and Africa IT; Marketing; Technology, Engineering, Design & Development (TEDD),

INTEGRATIONS Salesforce Native Application

P. 15/22

Allocate Resources to Evaluate and Implement Technology for Measurable ROI

Disruptors get the most out of their technology investments by dedicating someone to train the team on the best ways to leverage new technology, embed it in processes, and extract value.

At Cloudera, that linchpin is Alex Greer, Global Inside Sales Readiness Manager:

I got my foot in the door at Cloudera as an SDR. I started setting myself apart by finding really efficient ways to use our tools. I spent a lot of time just finding things that worked. It was my natural personality to share my approach with the team so they could be successful. A year ago, our field enablement team was expanded and needed someone dedicated to the SDRs. A number of my peers said, ‘You should have Alex do it. He’s already doing it anyway!’

In my role, I help the SDRs squeeze every bit of function-ality out of our tools, as well as vet new technologies that might be integrated into the SDR stack. My theme this year has been to help the team ‘work smarter, not harder.’

In that vein, Cloudera has invested in a robust, wide-ranging set of tools for our SDRs, DiscoverOrg included, that help us identify which accounts are most ripe to prospect. I’ve put tools and resources in place to help SDRs:

1. Identify the accounts that are ripe to prospect based on their buying signals.

2. Identify exactly who to talk to.

3. Deliver messages those people care about.

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ALEX GREERGlobal Inside Sales Readiness Manager, Cloudera

P. 16/22

TECHNOLOGY HOW IT’S USED

Salesforce.com CRM

Eloqua Marketing database

TalkDesk Dialer

Outreach Email and call sequencing

LinkedIn Premium &

Sales NavigatorSocial Selling

ProspectChrome extension that plugs into LinkedIn to build lists with email addresses

and contact details

BomboraUsing Cloudera’s Big Data technology, we join Bombora “Surge” data with our Salesforce data, and visualize it in

Tableau to see which companies are interested in technologies and topics we provide solutions to.

Sales Accelerator Dashboard that counts page views to the cloudera.com website from known IP addresses at our accounts.

Google Alerts Receive an email whenever a new article or page is published about a target account with key phrases we care about.

Job Posting Sites (Indeed) Receive an email whenever a new job is posted at your account with key skills we care about.

DiscoverOrg

DiscoverOrg is a game-changer at Cloudera because of these key features:

1. Triggers — Save a search with all your target accounts, and start receiving emailswith project details and personnel changes on a daily basis.

2. DealPredict — Follows the theme of ’work smarter, not harder.’ Identifies theprospects and accounts that are most likely to buy.

3. AccountView — For our sub-$1billion commercial account segment, this helps usidentify accounts whose DNA is similar to our already-successful customer accounts.

4. Technologies — Knowing the technologies installed at our target accounts allowsus to take strategic selling motions with our partners.

5. Org Charts — No other tool provides this level of information. Normally we wouldhave to piece this together ourselves. DiscoverOrg’s org charts give us a head start.

6. Summary Report — Our account executives love this unified document summarizing their account.

THE CLOUDERA SDR TECH STACK

P. 17/22

Not All Data is Created Equal

We have close to 1 million leads in our marketing database at Cloudera, and it is fair to say that the value of those leads is a mixed bag—espe-cially those coming in from third-party trade shows.

Consequently, DiscoverOrg is a strategic asset for the SDR team. SDRs don’t have to rely solely on marketing’s leads, as they can hunt down the exact right people at their target accounts.

DiscoverOrg’s contact records have a ton of metadata attached to them, too—something we don’t ordinarily get with inbound leads. This allows us to locate the ideal people to talk to at each account, and provides our SDRs instant access to people with authority, need, and relevant skills and technologies.

In order to generate pipeline for the company, we had to go out and find people and reach out to them.

13 Use Data to Effectively Segment Sales TeamsAt Cloudera, the SDR teams are organized to align with the segmentation model in Field Sales. In North America, the Commercial Sales team is segmented into three groups:

1 “Strategic” Account Executives and SDRs sell to businesses with more than $4.5 billion in annual revenue.

2 “Enterprise” Account Executives and SDRs sell to businesses with $1 billion to $4.5 billion in annual revenue.

3 “Strategic” Account Executives and SDRs sell to businesses with less than $1 billion in annual revenue.

Cloudera’s North America team also has a “Public Sector” sales team that is divided between SLED (State government, Local Government, and Higher Education) and Federal Government agencies.

Finally, Cloudera’s international field sales presence has grown dramatically, and so has the SDR team that supports them across EMEA and APAC regions.

DiscoverOrg provides a tremendous service to us by providing tools and data to filter our accounts and contacts to align with this segmentation. That degree of control and precision is critical to efficiently surface each SDR’s target accounts and contacts.

While Cloudera organized their teams by size and market, other teams use data to segment teams differently. Actifio organizes sales teams by vertical. Birst organizes by geography, and MongoDB by named accounts.

No matter how you organize your team to optimize success, it requires good data to identify, segment, and engage the right contacts at the right accounts.

12

TWEET THIS

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P. 18/22

Account-Based Sales Development Moves the Needle

Cloudera is a pioneer and leader in the practice of account-based sales development (ABSD). ABSD is defined by TOPO as a strategy founded on the principles of Account-Based Marketing and adapted for sales development, which focuses on launching tailored, SDR-driven campaigns into specific target accounts.

Cloudera is experiencing rapid growth, and to feed that growth the field needs a healthy pipeline to maintain our trajectory.

At Cloudera, our SDR team led by Lars Nilsson—took matters into their own hands and applied them to ABSD (Account-Based Sales Development) campaigns that have fueled tremendous growth in non-MQL, SDR-sourced sales pipeline.

We started by targeting our customers in the Strategic segment with a small footprint of our software, mapped the account for other data-driven teams (thanks in part to DiscoverOrg), and created a campaign evangeliz-ing Cloudera and what the company was already doing with Cloudera. The response from prospects we cold-emailed was overwhelmingly positive, yielding open and reply rates well above industry average, and generating an astonishing ten or more meetings on some occasions.

Our strategy has evolved to incorporate account-based intelligence, using tools that signal when accounts are showing interest in our technology. We’ve crafted particularly strong messaging to companies in regulated industries that are required by law to retain a high volume of data—such as financial services, healthcare, telecom, and government—as we provide them a scalable, performant way to derive business value from all their data across their systems.

DiscoverOrg helps us significantly with surfacing the contact information of people at those target accounts.

The response from prospects we cold-emailed was overwhelmingly positive.

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We provide them with a scalable, performant way to derive business value from all their data across their systems.

P. 19/22

FOUNDED 2007


• 6,000% Revenue Growth Since 2011

• Inc. 5000 Award Winner 6 consecutive years running

• G2 Crowd Sales Intelligence Leader; Mid-Market

• TrustRadius Sales Intelligence Leader

• Disruption of industry giants such as D&B Hoovers and Salesforce’s Data.com

OWNERSHIP Private



REVENUE $50 – 100M

HQ LOCATION Vancouver, WA

DESCRIPTION

DiscoverOrg is the leading global sales and marketing intelligence tool, used by over 2,300 of the world’s fastest-

growing companies to accelerate growth. The company itself has been named an Inc. 5000 fastest-growing

company six times. DiscoverOrg’s award-winning solutions provide a constant stream of accurate and actionable

company, contact, and buying intelligence that can be used to find, connect with, and sell to target buyers more

effectively—all integrated into the leading CRM and marketing automation tools in the market. DiscoverOrg’s team

of over 250 researchers refreshes every data point at minimum every 60 days, ensuring customers reach the

right buyers with the right message at the right time.


DATASETS Sales; Marketing

INTEGRATIONS Salesforce Native Application, Marketo Web Hooks

P. 20/22

The Impact of Sales Intelligence on Results is Material

At the end of 2015, we realized that to grow the way we had forecasted to our board of directors, we needed better data on our prospects and customers. What a stupid realization, given that we were already solving this exact issue for 2,000+ customers.

Unfortunately for us, nobody in the marketplace was providing a solution for OUR target market. For years, we provided in-depth intelligence on the IT, engineering, marketing, and finance departments of companies, but we wanted to talk to sales departments and specifically the leaders there.

We needed excellent data to grow. So after nearly 10 years of building datasets for our customers, we finally realized that we needed to build “DiscoverOrg for DiscoverOrg.”

DiscoverOrg is one final example of the power of data to democratize growth and enable disruption. While neither Gartner nor Forrester offers a full landscape on the sales intelligence market, DiscoverOrg has grown 6000% since 2010 and held commanding leadership positions for several years on crowd review sites such as G2 Crowd and TrustRadius.

Perhaps more compelling has been DiscoverOrg’s ability to upend the long-accepted mediocrity of contact data accuracy perpetuated by incumbents in the data space. By building a live research team that validates contact data, profiles key line-of-business departments, and hand-gathers high-value actionable intelligence, DiscoverOrg has bucked the trend of scraping, aggre- gating, and crowdsourcing that has left many sales and marketing teams frustrated with data providers and seeking alternatives.

But, as with other disruptors, DiscoverOrg’s success has not hinged on the quality of their offering alone. It has been accelerated by their adoption of their own principles—using high-quality data and intelligence embedded in sales processes to improve prospecting effectiveness and lead generation.

HENRY SCHUCKFounder and CEO, DiscoverOrg

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We finally realized that we needed to build “DiscoverOrg for DiscoverOrg.”

TWEET THIS

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P. 21/22

DISCOVERORG PRESIDENT AND CFO, JOHN GARDINER STATES:

One of the biggest changes we made in 2016 for our own sales team was building “DiscoverOrg for DiscoverOrg.” Yes, we know this seems really obvious, but we started 2016 by building our new Sales dataset.

The results couldn’t have been more dramatic.

After building the dataset and implementing it in Q3, our new business sales skyrocketed. New sales in the second half of 2016 were up a staggering 49% compared to the first half!

The company closed a remarkable $7.5 million in ACV bookings attributed to the DiscoverOrg for DiscoverOrg Sales Dataset in 2016, and created an additional $11.5 million in pipeline for 2017.

DISCOVERORG VP OF SALES, PATRICK PURVIS, DESCRIBES THE PROCESS:

When our research team finishes profiling an account, they flag it in Salesforce which automatically notifies the assigned SDR to start prospecting the account

This is the single most important process for our SDRs. Rather than spending two-thirds of their day researching, they know exactly who to call and have direct dials, phone numbers, and emails on their prospects. It’s game changing.

P. 22/22

CONCLUSION

A great product or service is a prerequisite for growth, but it doesn’t guarantee it. Growth is dependent on access to buyers. Today’s availability of high-quality sales intelligence is democratizing growth and breaking down barriers between buyers and sellers. Sales and marketing teams that take advantage of this unprecedented access are able to accelerate growth and disruption through enhanced productivity, operational efficiencies in sales processes, and discovery of new insights and opportunities.

ABOUT DISCOVERORG

DiscoverOrg is the leading global sales and marketing intelligence tool, used by over 2,300 of the world’s fastest-growing companies to accelerate growth. The company itself has been named an Inc. 5000 fastest-growing company six times. DiscoverOrg’s award-winning solutions provide a constant stream of accurate and actionable company, contact, and buying intelligence that can be used to find, connect with, and sell to target buyers more effectively—all integrated into the leading CRM and marketing automation tools in the market. DiscoverOrg’s team of over 250 research-ers refreshes every data point at minimum every 60 days, ensuring customers reach the right buyers with the right message at the right time.

@2017 DiscoverOrg, All Rights Reserved

Learn More
https://www.youtube.com/user/DiscoverOrgVideoshttps://twitter.com/DiscoverOrg?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthorhttps://www.linkedin.com/company-beta/206416/https://www.facebook.com/DiscoveryDB/

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