Presentation given with Lattice Engines at April AA-ISP Leadership Summit.

1. How Big Data
Is Transforming Inside Sales
Leveraging Big Data to Improve Inside Sales Performance
April 2012
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2. MM
Inside Sales teams operate
in an era of increasing
AS
volume, velocity and variety
Why of information
Does (“Big Data”) available about
Inside their customers & prospects.
Sales
Care Inside Sales teams that
About know how to use this data
intelligently can gain
“Big
competitive advantage.
Data” LATTICE Proprietary & Confidential 1

3. AS “BIG DATA”
HAS BECOME A C-LEVEL TOPIC IN 2012
McKinsey Quarterly
May 2011 The Economist
September 2011
World Economic Forum
January 2012 NY Times
February 2012
LATTICE Proprietary & Confidential 2

4. MM “BIG DATA” IS CREATING CHANGE
IN HOW BUSINESSES ARE RUN
Driving Change in B2C
(Consumer Credit, Consumer Goods, Retail)
“Everyday we create 2.5 quintillion bytes of data–
90% of the data in the world today has been created in
the last two years alone”
Driving Change in Govt, NGOs Driving Change in B2B
(Health, Government) (Banking, High-Tech, Biz Services)
LATTICE Proprietary & Confidential 3

5. MM INSIDE SALES TEAMS
HAVE ALWAYS KNOWN THEY HAVE
“WINDOWS OF OPPORTUNITY” TO ENGAGE
ENGAGE
NOW
WILLINGNESS
TO ENGAGE
OPPORTUNITIES
ENGAGEMENT
FIRST
NEW RISE IN RECEIVES
OFFICE IN
BUSINESS TRADE WITH GOVERNMENT
A NEW
FORMS CANADA CONTRACT
STATE
TIME
LATTICE Proprietary & Confidential

6. MMBIG DATA & ANALYTICS ON THAT DATA
PROVIDE VISIBILITY TO THE “WINDOWS” YOU
HAVE
TRANSACTIO
BUSINESS NS
…
DYNAMICS
BALANCE
LOCATION
OF
DYNAMICS
Your Customer TRADE
or Prospect
COMPLIANCE
EMPLOYEE
&
CONSTITUEN
REGULATORY
CY & CHANGE
IMPACTS
NETWORK LEGAL
PROFILES CONTRACTS, PRIVATE ACTIVITY
AWARDS & EQUITY
EXPANSION INVESTMENT
LATTICE Proprietary & Confidential 5

7. AS HOW INSIDE SALES
USES “BIG DATA” FOR “BIG RESULTS”
SEGMENT BASED ON
1
DYNAMIC ATTRIBUTES
LATTICE Proprietary & Confidential 6

8. MM LESSON #1
SEGMENT BASED ON DYNAMIC ATTRIBUTES
Traditionally, companies consider “industry” and “employee size” /
“annual revenues” as meaningful segmentation criteria
IT Spend 2011
All Categories | By Industry
FINANCIAL MANUFACTURI
HEALTHCARE
SERVICES NG
LATTICE Proprietary & Confidential 7

9. MM LESSON #1
SEGMENT BASED ON DYNAMIC ATTRIBUTES
However, “Big Data” elements such as “job postings”
prove a more meaningful segmentation dimension
IT Spend 2011
All Categories | By “Job Posting” Segment
>50% 0-10%
REDUCTION
INCREASE INCREASE
IN JOB
IN JOB IN JOB
POSTINGS
POSTINGS POSTINGS
LATTICE Proprietary & Confidential 8

10. MM LESSON #1
SEGMENT BASED ON DYNAMIC ATTRIBUTES
New customer acquisition rates are higher
at engagement opportunities
100% - 300%
HIGHER
PROSPECTS PROSPECTS
NOT OPERATING OPERATING
AMIDST AMIDST
“ENGAGEMENT “ENGAGEMENT
OPPORTUNITIES” OPPORTUNITIES”
LATTICE Proprietary & Confidential 9

11. AS HOW INSIDE SALES
USES “BIG DATA” FOR “BIG RESULTS”
SEGMENT BASED ON
1
DYNAMIC ATTRIBUTES
PROVIDE FRONTLINE PROPENSITY
2 PROPENSITY VS. +
WITH DYNAMIC CONTEXT CONTEXT
LATTICE Proprietary & Confidential 10

12. MM LESSON #2
PROVIDE FRONTLINE WITH DYNAMIC
CONTENT
Cross-Sell Conversion Rate
Business Services Example | 2-20 Employees
ENGAGEMENT
OPPORTUNITY
?
NO YES YES
REP
PROVIDED
CONTEXT?
N/A NO YES
LATTICE Proprietary & Confidential 11

13. AS HOW INSIDE SALES
USES “BIG DATA” FOR “BIG RESULTS”
SEGMENT BASED ON
1
DYNAMIC ATTRIBUTES
PROVIDE FRONTLINE PROPENSITY
2 PROPENSITY VS. +
WITH DYNAMIC CONTEXT CONTEXT
DECAY
MAKE CLIENT
3
INTERACTIONS TIMELY
LATTICE Proprietary & Confidential 12

14. MM LESSON #3
MAKE YOUR INTERACTIONS TIMELY
There is a “decay” in response rate –
likely due to the need being “filled” by alternative sources
2.5
Engagement Opportunity
Conversion Rate per
2
1.5
1
0.5
0
1-2 3-4 5-6 7-8 9-10 11-12
Elapsed Weeks Since “Engagement Opportunity”
LATTICE Proprietary & Confidential 10

15. AS HOW INSIDE SALES
USES “BIG DATA” FOR “BIG RESULTS”
SEGMENT BASED ON
1
DYNAMIC ATTRIBUTES
PROVIDE FRONTLINE PROPENSITY
2 PROPENSITY VS. +
WITH DYNAMIC CONTEXT CONTEXT
DECAY
MAKE YOUR CLIENT
3
INTERACTIONS TIMELY
BE INTELLIGENTLY
4
PERSISTENT
LATTICE Proprietary & Confidential 14

16. MM LESSON #4
BE “INTELLIGENTLY PERSISTENT”
Conversion rates follow a consistent curve –
though the peak (n=5) and trough (n=15) vary by industry
2.5
Conversion Rate per Call
2
1.5
1
0.5
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Calls Received per Prospect
LATTICE Proprietary & Confidential 15

17. MM LESSON #4
BE “INTELLIGENTLY PERSISTENT”
Inbound leads should be pursued with context-appropriate
levels of intensity
LEAD #1 LEAD #2 LEAD #3
INDUSTRY MANUFACTURING MANUFACTURING MANUFACTURING
OBSERVED X% CHANGE IN X% CHANGE IN X% CHANGE IN
CHANGE AVERAGE BALANCE AVERAGE BALANCE AVERAGE BALANCE
BALANCE $Y $Y $Y
FIRST-TIME
LEAD?
YES YES YES
HIRING 80 (-20% QOQ) 85 (+5% QOQ) 75 (+50% QOQ)
NUMBER OF NEW
OFFICES IN 12 1 1 5
MOS.
NEW FINANCE
EXECUTIVE
No No 01/03/12
INTERNATIONAL
TRADE
No Yes Yes
… … … …
LATTICE Proprietary & Confidential 6

18. AS HOW INSIDE SALES
USES “BIG DATA” FOR “BIG RESULTS”
SEGMENT BASED ON
1
DYNAMIC ATTRIBUTES
PROVIDE FRONTLINE PROPENSITY
2 PROPENSITY VS. +
WITH DYNAMIC CONTEXT CONTEXT
DECAY
MAKE YOUR CLIENT
3
INTERACTIONS TIMELY
BE INTELLIGENTLY
4
PERSISTENT
LATTICE Proprietary & Confidential 17