Let’s face it: Google AdWords is expensive. Especially because “more leads” doesn’t necessarily mean “more sales” – unless you’re thinking the process through.

Even though the average cost per click is “only” $1-2, research from Wordstream found that even small businesses typically spend between $9,000-10,000 a month (more than $100,000 a year) on Adwords campaigns. Large companies like Amazon, State Farm and Lowe’s spend between $40 and $50 million each year – not to mention that popular keywords can cost upwards of $50 per click.

Yet AdWords are an effective way to attract and close more business. You can either work with full service solutions like Cleoo, or do things on your own. But getting the right ROI on this investment will depend if you manage to identify, close (!) and nurture the best leads coming in from the campaign.

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 George Brontén, Founder & CEO of Membrain.

Nancy: Why does the industry need your solution?

George: Because HOW you sell matters and existing tools focus too much on efficiency (do things fast) and not enough on effectiveness (do the right things). And you’re tired of too many point solutions.

The most gifted public speakers seem natural, authentic, and knowledgeable. They inspire people to act. These orators don’t sound like they are reading, nor do they sound as if they are fumbling around to find answers. As a sales professional, this is the level of delivery that you and your team should aspire to with every sales call you make. Remember that many eloquent speakers prepare by practicing a written speech; salespeople should follow suit by using a terrific call script.

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 Andres Botero, CMO of CallidusCloud.

Nancy: Why does the industry need your solution?

Andres: Our Sales Performance Management solution has topped Gartner’s SPM Magic Quadrant four reports in a row, our CPQ solution was ranked as a leader in the Forrester Wave, and our other solutions fare well in similar reports.

It’s clear that organizations of all sizes are investing heavily in sales enablement technology. In a recent study on the State of Sales Enablement, sales enablement budgets increased at 47% of respondent companies. Of respondents indicating a rising budget, over 30% cited gains of greater than 11% year-over-year. Companies with sales enablement personnel, processes, and technology are increasing their budget allocations, an indication that the high ROI expected by sales enablement is being achieved.

We’re not quite done with Q2. In fact, there are 30 days left. You’re no doubt doing all you can to hit your quarterly number and perhaps catch up on Q1. While you’re focusing on the deals in your immediate future, there’s one critical action you can take now to up the chances your 2nd half revenue will be a blow-out.

This week I interview Chris Skura, Founder & CEO of WHUT, on empowering sales professionals by improving the way to publish, present, share and analyze content.

Nancy: Why does the industry need your solution?

Chris: The essential problem that we solve is helping sales professionals to find the right content. WHUT is a sales content management solution; it’s really that simple.

You heard it here first: Going digital is not a fad. In fact, industry experts predict that successful businesses will soon become 100% digital for all transactions. Sales organizations can benefit greatly from a paperless process. To wit: They close more deals faster, enhance the customer experience, and gain the competitive upper hand. Just like a sales plan, implementing digital requires carefully crafted steps. Here are 8 best practices to help make your digital transformation tranquil as opposed to traumatic.

This week I interview Brandon Bruce, Co-Founder and COO of Cirrus Insight, on bringing Salesforce to the Inbox so sales people can build customer relationships.

Nancy: Why does the industry need your solution?

Brandon: Nobody has built a meaningful customer relationship in a CRM. In fact, Customer Relationship Management is a misnomer for what is really a sales management and reporting database.