Sales Research Publications

Demand Generation Insights Series

• Optimizing Lead Generation
  

  This white paper will explore the value of investing in optimizing lead generation programs, which in the 2006 study was cited as the top initiative CSOs had planned for. We compare a series of key sales performance metrics of companies who are excelling at this aspect of sales and marketing against the rest of the firms surveyed. As you will see, the numbers are compelling. Looking at companies who excel at demand generation program management, we see the following:

  • Percentage of reps making quota is 9.3% higher
  • Conversion rates of leads to first calls show an improvement of 16.5%
  • Win rates rise by 7.0%

  
  Ramp-up times for new sales people decrease by over 10%
  For each of these areas, we will delve into the reasons CSOs cite as to why these performance improvements are occurring and also monetize the impact this can have on your company's sales performance.

• Optimizing Sales Messaging
  

  One of the most interesting aspects of conducting our benchmarking research is that we get to see new sales solutions enter the marketplace and be put to the test of real-world selling. In 2004, the American Marketing Association.s Customer Messaging Management (CMM) Forum requested that CSO Insights analyze our sales effectiveness study data to determine the impact of sales messaging on sales performance. We were asked to answer the following question:
  
  Does sales messaging, saying the right thing, to the right prospect, at the right stage in the sell cycle, motivate buyers to buy from you versus the competition, right now?
  
  Below is a brief review of our findings. In comparing firms that were world-class at sales messaging with those that were not, we found the firms that excelled at this aspect of selling had noticeably more reps achieve quota, achieved higher win rates, and discounted less, all performance improvements that CSOs want to see across their sales forces.
  
  We occasionally revisit sales optimization approaches to see if they are still working. Recently we drilled into the data we collected for several of our 2007 studies specifically to find out if sales messaging was still impacting sales performance as it did a few years ago. The answer is No.
  
  It is in fact having a much more profound impact on sales effectiveness than before! Simply stated, our latest research showed that companies that focus on creating and effectively delivering great sales messaging are clearly outselling their competitors.
  
  Comparing firms that excel at this aspect of selling, we find that they:

  • Have 35% more of their salespeople achieving quota
  • Win deals 20% more often
  • Experience 33% less sales rep turnover

  
  This white paper addresses the conversations salespeople are having with their prospects and customers. Can this be a deal maker or breaker? The data says it can. and it is.

• Brain Surgery Anyone?
  

  Breaking down the sales process into the CARE model can help divide duties, open up communication, and keep the customers buying. This article builds on the CARE model: Customer Acquisition, Retention, and Expansion, to help Sales and Marketing easily identify their key roles in the sales process.

• Gone Fishing
  

  In some respects, sales lead generation/demand creation feels like playing a kids' game on a global basis. Why the disconnect between "We gotta have more leads" and those same people not following up on the leads they receive? One word: Accountability. This article discusses how to create accountability and leverage your CRM system to track progress in demand creation.

$295.00