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Leveraging Data To Optimize Sales & Marketing
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Transcript of Leveraging Data To Optimize Sales & Marketing
Leveraging Data to Op/mize Sales & Marke/ng Effec/veness
Troy Burk Founder and CEO, Right On Interac/ve
Data is Big Business
• 90% of the data in the world today was created in the past two years
• Unstructured informa/on will account for 90% of all data created over the next decade
• Since 2005, annual investments by enterprises in hardware, soPware, cloud services technologies and staffing, has increased 50% to $4 trillion
2011 Digital Universe Study, "Extrac/ng Value from Chaos"
Companies that leverage data outperform their peers.
5 Elements of Excellence
Data
1. Sales Organiza/on – Structure – Recrui/ng – Hiring Process – Performance – E2C Ra/o
5 Elements of Excellence
Rep Ac'vity Ac'vity Fit Engagement Fit
Bill 800 300 600
Sally 600 300 800
Terry 400 350 1000
2. Targets A. 80/20 B. Profitability C. Movement or Lifecycle Stage Conversion D. Velocity E. NTBT (Not Today, But Tomorrow)
5 Elements of Excellence
Zip Code Applicant Admi7ed Enrolled %
46218 1200 600 400 (89%) 33%
47312 60 55 50 (11%) 83%
3. Messaging – What content is resona/ng? – Stage Behaviors – Cross-‐Channel Agribu/on – Audience Segmenta/on – 360 View of the Customer
5 Elements of Excellence
4. Product – Product U/liza/on – Product Quality – Customer Sa/sfac/on/Sen/ment – How people are talking about you – Customer to Peer Examples
5 Elements of Excellence
5. Process (5 E’s) – Efficiency – Effec/veness – Economy (Save Money) – Economy (Make Money) – Engagement
5 Elements of Excellence
5 Elements of Excellence
Data
Ques/ons?
@troyburk tburk@rightoninterac/ve.com