We’ve launched a new biweekly blog feature. Every two weeks, I interview an executive from a top sales and marketing solutions company. We ask the same questions of each so readers can learn about their unique positioning and their vision, for the industry.
This week I interview Anil Jwalanna, Founder and CEO of Witty Parrot.
Nancy: What does WittyParrot do? What problem/s are you solving for sales and/or marketing organizations?
Anil: WittyParrot is an intelligent content delivery platform that helps salespeople and knowledge workers to find & deliver via drag and drop “current, compliant, consistent and contextual” content instantly at the point of use.
Salespeople love WittyParrot because they can easily capture and reuse personal information and share their own best solicitation emails and follow-up letters with colleagues.
Marketers and sales enablement professionals love WittyParrot as it lets salespeople instantly access the latest version of approved sales and marketing content and adapt it for their context, while preserving the value message.
According to Forrester, buyers find 85% of information required to make a decision in a buying process on their own. They contact salespeople for the remaining 15% in order to make their decision. But where does a salesperson go? Sales portals, emails, old documents, ask marketing, interrupt your colleague?
The traditional approach to providing salespeople with content is via portals, intranets, box drops, or other file directories that store content in the form of “documents”.
We call this “Information No-Man’s Land”, where salespeople must resolve the following questions to access and use the right content: where do I go?, how do I login to the portal?, what if I’m offline or have no bandwidth?, what am I looking for?, which document am I looking for?, is this the latest approved version?
Nancy: How does your solution uniquely address the problem (or in what way do other solutions fall short from solving the problem)?
Anil: The first of two innovations in WittyParrot is the Widget, providing immediate access to relevant content with a click, and without having to navigate a complex portal or box drops or other web apps. Content can be searched for and found using a Google style search and then be dragged and dropped literally into any application. It’s that simple. And the widget can be conveniently stowed away at the top or sidebar of the screen, which can be accessed anytime with a swipe of the mouse.
Second innovation is the concept of reusable message components or “knowledge nuggets”, which are self-describing content chunks that we call “Wits”.
A Wit can comprise any type and size of information; as small as a URL, a single product capability, an elevator pitch, competitive silver bullets, proof points, email solicitations, product specification, case studies, qualification questions, sections of RFPs and SOWs, communication templates right up to 100 page book sections, to name just a few; all easily served up via the Widget to satisfy any use case.
Nancy: What’s the most important thing that today’s business decision-makers should look for (or ask, or consider, or solve)?
Anil: Responsiveness, context and insight are the key differentiators for the world’s best companies. That goal is to deliver timely response to customers with the right information that is compliant and consistent. According to research from InsideSales.com, if a salesperson can respond to a customer query in less than 5 minutes, that customer is 9 times more likely to convert.
But timely information without context is useless.
Knowing what information is most valuable and when and where to use it, can help rookie salespeople accelerate sales ramp and experienced hands to better engage.
If salespeople can contribute insight to the buyer through access to buyer persona information, industry trends and likely business issues, supported by relevant success stories they are likely to set themselves apart from their less informed, less responsive competitors.
Content creators, marketers and decision makers can track wit usage statistics, effectiveness, user ratings and comments to increase the value of existing content and promote what’s working. The challenge to business decision makers is to support the front-end sales with proper tools, technologies and information that drive sales and productivity.
Nancy: What are you most excited about for the next 12 months?
Anil: We have spent two years developing and refining WittyParrot with the help and feedback from hundreds of beta customers. In April 2014, we will launch our 2.0 version of the product, downloadable via our Website and available on a 14-day free trial basis for corporations and individuals..
Nancy: What do you think is the biggest underlying theme or trend for sellers and/or marketers in 2014?
Anil: 2014 is all about increasing sales effectiveness. This is not just about tools. It’s about unlocking the value of the information in the organization and empowering and motivating salespeople and knowledge workers to use it. Key to this will be tapping the information trapped in portals and indexing, linking and componentizing relevant Portal content for reuse.
Nancy: What would you challenge sellers and/or marketers to think about for 2014?
Anil: The root cause of many performance issues in sales is lack of clarity in the value message and sales inability to effectively position, differentiate and add insight to sales conversations. More of the same old product training is not going to move the needle. Capturing, sharing, reusing and refining the core value message in many sales and marketing products is not only efficient, it helps companies to speak with one voice.