Download - 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


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)


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


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.  Process (5 E’s) –  Efficiency –  Effec/veness –  Economy (Save Money) –  Economy (Make Money) –  Engagement



Data

Ques/ons?

@troyburk tburk@rightoninterac/ve.com