9/13 Interview with App Data Room

Let’s Get Real.

In this series, we interview sales tool providers and get real about the problems they’re solving and why you should care (or not).

This week I interview Matt Greener, VP of Marketing of App Data Room.

Nancy: I ask guests to answer the first question using what I call the “You know how…” format. Tell us, what does your solution do?

Matt: You know how marketers need to get up-to-date materials and information out to their sales teams?

The problem is that salespeople are pressed for time and inundated with a jumbled assortment of emails, attachments, shared cloud folders, and local downloads. When in a sales call and put on the spot for a specific piece of information, it’s not good enough to say, “I’ll get back to you,” or spend valuable face time searching awkwardly through files. Even if the rep locates the content, do they have the correct, most recent version?

And marketers don’t have the time to communicate individually on an ongoing basis with hundreds or thousands of reps, dealers, and distributors. We solve these problems with the App Data Room platform.

Nancy: That sounds like a problem worth solving (and a worthy solution). But let’s get real, sales and marketing organizations have a lot of challenges and they have to make choices about which to solve first. Why shouldn’t they continue with things the way they are if they’re getting by? What are the ramifications of not solving the problems you outlined?

Matt: There are several ramifications and negative outcomes to limping along such as when salespeople get frustrated with losing or never finding critical information and going rogue to create their own content.

This leads to diluted, misconstrued or even a total lack of branding when said content is shared. The accuracy of information can become out-of-date which is a big problem especially in regulated industries. Ultimately, it’s the prospect and customer that suffer from slow support and ill-prepared sales conversations.

Nancy: What types of questions should Marketers ask to decide whether solving this problem should be a high priority?

Matt: A list of questions to think about:

  • How much time is spent on supporting the sales team with emails, sending thumb drives overnight to different locations, fielding questions, and content requests?
  • How much money is spent printing and shipping brochures and materials that could be digitized?
  • Do we know what sales materials are effective?
  • How quickly and easily can reps follow up with relevant materials?
  • Do we know which salespeople use our materials, the specific materials used, and how often?
  • Do we know when a prospect interacts with a certain piece of content?

It’s not just time and cost savings, but the ability to measure and gain insights from activity. To do more of what’s working and less of what’s not.

Nancy: What types of questions should Sellers ask to decide whether solving this problem should be a high priority?

Matt: The 2 questions I would ask are:

  • How much time is spent searching for and requesting content and information VS the time spent actually selling?
  • How much more effective would each sales conversation be with the right information and ability to be prepared for any question?

Nancy: This question is your choice. What do you want to answer that I didn’t ask?

Matt: “This all sounds great, but if we invest in this platform how do we get sales to actually use it?”

The success of a platform depends in part on user adoption. By last count, there are well over 3,500 marketing and sales “tech tools,” so it becomes important to avoid just adding another tool to the stack.

The right platform integrates with existing systems and simplifies processes, while being easy-to-use for anyone right out of the box. When new rollouts require a lot of user training, it’s a tough sell and adoption suffers.

Nancy: What should people do next?

Matt: Schedule a personalized 1-on-1 walkthrough of App Data Room, see examples of how others are driving success and learn actionable insights on how you can make the most of your mobile sales enablement platform.