Sales Tech Simplified with Adobe Sign

In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.

This week I interview Brendan Caleca, VP of Sales for Adobe Sign.

Nancy: Why does the industry need your solution?

Brendan: The last decade has brought great gains in sales efficiency due to CRM systems and other sales automation tools. However, all this digital goodness still comes screeching to a halt when it is time to get a quote, contract, or approval signed. Getting a physical signature is still hard and can significantly delay the closing of a deal. Add to that the increased chance for errors or missing paperwork and the inability to track contract status, and the result is that companies are losing real time and real revenue.

Adobe Sign delivers electronic signatures that are legally binding and incredibly easy. They run inside the sales tools people are using today and deliver an e-sign experience – delighting customers with simplicity and speed. With more than six billion digital and electronic signature transactions processed, Adobe Sign keeps signatures and sales processes moving at digital speed. Global businesses using Adobe Sign see improved sales performance, greater visibility of contract status, and a reduction in overall risk.

Nancy: Why should it be prioritized above other options?

Brendan: Organizations looking to immediately and measurably impact their sales process should look at Adobe Sign for e-signatures.

  • Deals are closing faster – our customers are reducing time to signature by over 90%
  • Lower risk – integrating Adobe Sign with existing CRM systems reduces contract errors
  • Improve efficiency – employee productivity increases with less paper chasing
  • Better compliance and auditability – easy access to records and contracts

Use of e-signature benefits the customer, the individual employee, the sales team, the legal and compliance teams, and the organization as a whole. There are not many sales tools that have the breadth of benefit that Adobe Sign does. In fact, research by Smart Selling Tools shows that e-signatures are rated only 13th for sales tool benefits by people who do not have them in their sales stack. But, for those that do use e-signatures, they rate them #1 in terms of sales process benefits. I can’t think of a better way to relay the impact that they can have.

One of the fastest growing areas in e-signatures is mobile. Organizations are realizing that there is no longer an underlying need to wait when sending for a signature or when signing. Adobe Sign helps you track and manage signed documents no matter where you are, and the customer can sign no matter where they are.

Nancy: Where does your solution fit in the Hierarchy of Revenue Needs™?

Brendan: Most organizations start by deploying it to aid in Closing Deals. E-signatures can have immediate, measurable effect by accelerating the closing of deals and providing visibility into contract status. In fact, TechValidate research conducted by Adobe found that 9 out of 10 customers said they received greater measurable business benefits than they initially expected.

It’s important to point out that e-signatures and approvals can also be used to great effect in the Engaging with Prospects stage. By providing an all-digital quote and contract processes that is fast and simple to complete, our customers are able to more effectively engage their prospects, helping to increase win rates and ultimately improve overall customer satisfaction.

Nancy: How mature is a typical organization’s sales stack before adding your technology?

Brendan: Adobe Sign can be added at any point in a sales organizations’ maturity. Deployed at the start, it can ensure that the organization can deliver a 100% digital customer experience from the get go. But very large organizations also reap great benefit from integrating it with their mature processes and enterprise business systems such as Salesforce, Workday, Apttus or Microsoft.

Nancy: In what ways is your solution complementary to others that might be in someone’s sales stack now or in the future?

Brendan: Adobe Sign has integrations with CRM platforms, where we are typically built on the platform itself, which makes it easy to set up basic and advanced signing workflows. We also support CLM and CPQ solutions that are often added as a key part of the sales stack. E-signatures are a natural addition to any contract or quote solution, and we see many excellent use cases for Adobe Sign when added to CRM and to CLM and CPQ workflows.

Nancy: What are some of the challenges your solution solves for Marketing/Sales?

Brendan: Every sales and marketing organization is challenged with improving their customer experience as well as increasing overall team efficiency. Adobe Sign e-signatures helps to:

  • Find greater efficiency by increasing the speed of sales cycles and improve win rates
  • Reduce contract errors through integration with CRM systems
  • Keep signature processes moving through mobile-enabled sending and signing
  • Automate and systematize signature processes by supporting advanced workflows
  • Improve visibility of contract status at all times
  • Provide great, intuitive user experiences for both senders and signers
  • Improve employee efficiency and productivity

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

Brendan: Seeing is believing. I encourage companies interested in e-signatures to check out the customer stories published on Adobe’s Customer Showcase. From technology companies to banks to government, our customer stories illustrate the concrete benefits Adobe Sign is delivering in organizations around the world.

These stories include use of Adobe Sign integrated with CRM systems and showcase our CRM partner solutions. For example, Ricoh UK brought on Adobe Sign to handle paperwork for sales, recruiting, and onboarding. By using Adobe Sign with Siebel CRM, Ricoh UK has accelerated turnaround times for sales contracts, shaving five days off their process.