WEBINAR B 2 B Inside Sales Inside Or

WEBINAR B 2 B Inside Sales: “Inside” Or “Out” — That Is The Question Peter O’Neill, VP, Research Director Mary Shea, Principal Analyst January 7, 2016. Call in at 10: 55 p. m. Eastern time

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Welcome 2016! © 2016 Forrester Research, Inc. Reproduction Prohibited 4

Upcoming research January 2016 May The Force Of The Millennials Be With You! In December of 2015, Millennials surpassed Baby Boomers as the nation’s largest living generation. As the job market becomes filled with employees born from the 1980 s and onwards, go-to-market organizations will increasingly be comprised of Millennials holding inside, field, and sales management positions. This brief looks at management best practices, innovative training methods, and new sales enablement tools — all designed to increase productivity and provide job satisfaction for the Millennial sales force. January 2016 B 2 B Budget Plans Show It’s Time For A Digital Wake Up Call A greater proportion of the buyer’s journey has shifted to the digital world, and the B 2 B marketing mix isn’t keeping pace. Marketers must put 2016 budgets to work shifting interactions seamlessly between the digital and physical context to engage more digitally sophisticated customers. This report shows why B 2 B marketers must refocus historical communications, promotion, and demand generation activity on turning the enterprise toward the customer and creating more engaged customer relationships that derive new insight from each encounter. © 2016 Forrester Research, Inc. Reproduction Prohibited

Upcoming research January 2016 Understanding The Performance Levers In Your Lead-To-Revenue System In study after study, B 2 B marketers are demonstrating their commitment to measuring and reporting on revenue performance metrics. To truly optimize revenue performance, B 2 B marketing executives need to optimize the drivers of performance. This report introduces a technique borrowed from the discipline of resultsbased management — results chain analysis — which you can use to identify drivers of your marketing results. With insight into the “cause and effect” of marketing success, you have the insight to optimize lead-to-revenue performance on an ongoing basis. March 2016 Vendor Landscape: Sales Enablement Automation Solutions This report will profile nearly 20 vendors in the sales enablement automation platform marketplace, focusing on how they support Forrester’s Sales Enablement Execution Goals, integrating with CRM, SFA, and marketing automation solutions, and providing basic vendor information. © 2016 Forrester Research, Inc. Reproduction Prohibited

Inside sales is becoming more vital “The growth of inside sales as a profession has outpaced that of field sales by 15 to 1 in the last three years. ” © 2016 Forrester Research, Inc. Reproduction Prohibited

Agenda › The changing role of inside sales › Outsourcing: approaches and considerations › Service provider overview › Best practices for maximizing program results › Amp up your pipeline with partnerships! › Q&A © 2016 Forrester Research, Inc. Reproduction Prohibited 8

The changing role of inside sales © 2016 Forrester Research, Inc. Reproduction Prohibited

From cold calling to enabled outreach Cold calling © 2016 Forrester Research, Inc. Reproduction

Cold calling 2. 0 emerges › This process was built on the premise that building a sales machine that creates ongoing predictable revenue takes predictable lead generation, a sales development team that bridges the gap between marketing and sales, and consistent sales systems. Source: Aaron Ross, Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce. com © 2016 Forrester Research, Inc. Reproduction Prohibited 12

More communication channels create more noise “In the past two years, there has been a return to cold calling. The transparency to get to the right person, through various data sources and social media, has made it really easy. Email marketing tactics became spam, so reps needed the phone to go outbound. Now buyers are used to being called again, and they know what a good call sounds like. ” — David Stillman, CEO of Vorsight © 2016 Forrester Research, Inc. Reproduction Prohibited

Cold calling evolves again › The traditional way of cold calling is dead. › The amount of information that is available allows reps to identify the right segments and personas before making a call. › Cold calling now includes the best elements of inbound and outbound marketing. “Now prospects feel that they have been waiting for the inside sales rep by the time they actually connect. ” — John Tran, senior director of CAD Cornerstone On. Demand © 2016 Forrester Research, Inc. Reproduction Prohibited

Forrester defines intelligent outreach An informed and personalized way of engaging in a multichannel seller-initiated dialogue whereby the seller conveys a clear understanding of the buyer’s role, professional experience, and affiliations, while successfully educating the buyer on the relevancy of the seller’s product or service for the buyer’s role and/or organization. © 2016 Forrester Research, Inc. Reproduction Prohibited

From cold calling to intelligent outreach Cold calling 2. 0 Source: Forrester’s January 2016 report “B 2 B Inside Sales: “Inside Or Out? ” Is The Question” © 2016 Forrester Research, Inc. Reproduction Prohibited Intelligent outreach

Poll › Does inside sales at your company report in to marketing or sales? › Do you see inside sales at your company playing a more significant role in your 2016 go-to-market strategy? © 2016 Forrester Research, Inc. Reproduction Prohibited 17

Outsourcing: approaches and considerations © 2016 Forrester Research, Inc. Reproduction Prohibited

Different approaches › An inside-only approach requires a strong manager. › A fully outsourced approach is rare. › A hybrid approach is most common. “Half of the leads we sent them, we wouldn’t have followed up on. We gambled a bit, and it turned out they performed quite well. Within three months of initiating the partnership, we closed $175, 000 and grew the pipeline to $2 million all generated from lower-quality leads outsourced to Connect. And. Sell. ” — Kevin Bobowski, VP of demand generation, Act. On © 2016 Forrester Research, Inc. Reproduction Prohibited

When to consider outsourcing Solve problems. › Address missed targets. › Tackle hard-to-reach markets. › Handle inability to hire fast enough. › Address lack of skills to manage. Source: Forrester’s January 2016 report “B 2 B Inside Sales: “Inside Or Out? ” Is The Question” © 2016 Forrester Research, Inc. Reproduction Prohibited Drive revenue. › › Accelerate pipeline growth. Support product launch. Cover lead overflow. Fill event seats.

Service provider overview © 2016 Forrester Research, Inc. Reproduction Prohibited

Service provider overview Source: Forrester’s January 2016 report “B 2 B Inside Sales: “Inside

Best practices for maximizing program results › Negotiate a strong deal for your needs. › Lock down your internal processes. › Avoid meeting oversaturation. › Push back on SDR churn. › Align expectations on metrics and timing. › Be prepared to commit time and resources. › Have a strong internal project manager. › Engage with your provider team as if they are an extension of your own team. © 2016 Forrester Research, Inc. Reproduction Prohibited

Amp up your pipeline with partnerships! › Analyze early-stage selling activities. › Conduct a thorough partner evaluation. › Learn from your partner. › Invest in inside sales. © 2016 Forrester Research, Inc. Reproduction Prohibited

Q&A © 2016 Forrester Research, Inc. Reproduction Prohibited

Thank you Mary Shea 312 -802 -7886 mshea@forrester. com @sheaforr Peter O’Neill +49 -69 -95929839 poneill@forrester. com @poneillforrester. com