In this series, we ask Sales Tech Executives to describe how their solution can change a sales organization in a significant way. We call it Sales Tech Game Changers.

This week I interview Joe Andrews, VP of Product & Solution Marketing for InsideView. Connect with him on LinkedIn or Twitter.

How to Identify New Market Opportunities

Nancy: What are the top 3 ways your solution changes the game for a sales organization?

Joe: InsideView helps B2B companies drive rapid growth by empowering business leaders to quickly and confidently make go-to-market decisions. Below are a few ways we help sales organizations:

  1. Go-to-market – As the market shifts from volume-based to targeted sales and marketing strategies like ABM, InsideView helps organizations identify new market opportunities, align sales and marketing execution, and optimize revenue performance. With InsideView, companies have a single source of truth to understand their Ideal Customer Profile (ICP), build their Total Addressable Market (TAM) and pinpoint who they should target.
  2. Territory planning – We help companies understand where the greatest potential for opportunities are. We help identify all the companies that comprise the TAM with a breakdown by geographic area, size, industry, etc. This helps sales management & operations plan where salespeople need to be assigned.
  3. Account retention and growth – It’s more than just building a relationship with customers. Our solution helps sales organizations stay informed of breaking news, keep track of key players, and navigate their way through buying committees with real-time market intelligence embedded in a CRM system.

Nancy: What are the top 5 things your solution allows salespeople to do better, or faster than they can today?

Joe: InsideView improves sales efficiency in a number of ways:

  1. Connect with the right prospects – Our solution helps salespeople connect with tens of millions of companies and decision-makers globally. Users can easily leverage colleagues’ networks for warm introductions to possible sales connections.
  2. Save time on research – In addition to accessing firmographic and demographic data, salespeople can build targeted lists based on real-time insights, saving hours of weekly research on companies and industries. Sales teams are equipped with the right information to initiate relevant conversations at just the right moment in the sales process.
  3. Accelerate sales through more relevant engagement – Through social networks and engagement, InsideView helps salespeople understand their prospects’ industries, target accounts and competitors, to gain selling advantage. Watchlists help track news and social activity of key companies and contacts to spot opportunities in real time.
  4. Gain a more complete picture of account opportunity – Corporate family trees enable salespeople to stay up-to-date with changes in the corporate structure. Timely and accurate corporate hierarchy information helps sales teams uncover more ways into a company, maximizing sales opportunities within each account.
  5. Expand reach to more relevant companies and contacts – The InsideView database covers 13.5M companies and 32M decision-makers globally. InsideView helps sales teams get to decision-makers faster and reach the companies that matter.

Nancy: Describe the first 30 days after a company purchases your solution.

Joe: Once a company purchases InsideView, we initiate our Smart Start process to document our customers’ key business drivers and needs with the entire InsideView account team. Starting with a kickoff meeting, we work closely with our customers to create a clear implementation plan, identifying the training and support that will ensure a smooth client onboarding experience. Post kickoff, the implementation team assists our customers’ Operations team in implementing InsideView’s solutions. Our training team can also customize a training plan, and we also provide access to our self serve training hub so that customers can learn on demand.

Nancy: How have companies determined the ROI of your solution?

Joe: At InsideView, we’ve talked with hundreds of customers about how they go about calculating
the impact of our solution on their sales and marketing activities, and below are a few metrics our customers track:

  • Lead-to-MQL (marketing qualified lead) conversion to measure outbound marketing effectiveness. Customers who leverage InsideView’s targeting intelligence improve their targeting and narrow in on ideal prospects, ultimately increasing their overall opportunities.
  • Form completion rate to measure inbound marketing effectiveness. By reducing the number of online form fields required, companies have seen an increase in online form completion rates. InsideView then helps companies enhance incoming contact data with information like title, industry and company size.
  • TAM definition to measure and improve market penetration. InsideView helps companies explore new markets, align sales and marketing to execute a strategic go-to-market plan, and track performance in real-time so companies can adjust quickly.

Please refer to our whitepaper on more metrics companies use to assess the value of data on sales and marketing performance.

Nancy: What should companies do to ensure success of your solution?

Joe: Our Account Managers set up monthly business reviews with clients, where they review previously agreed upon success metrics and track to see how InsideView is helping them meet their goals. We also always encourage our clients to schedule and take part in our best practices and refresher training sessions. These training sessions can be conducted in person or taken through our online training hub.

Nancy: How is InsideView different from other data/list providers and professional networking sites?

Joe: Only InsideView delivers the three essential components of targeting intelligence: data, insights, and connections. InsideView is more than a data provider; we are a technology platform that provides data and intelligence solutions to solve sales, marketing, and other business challenges. Our comprehensive company and B2B contact data is the most reliable in the industry, the result of our proprietary AI methodology. And our Customer Success Program offers a single point of contact for implementation and support.

Nancy: What are some good resources if someone wanted to learn what questions to ask, what others are doing, and purchase considerations?

Joe: This Smart Selling Tools guide has a list of 15 essential questions to ask when buying a sales intelligence solution. You can also visit our website or contact us directly for more information on targeting, marketing and sales intelligence.