1. Increasing Lead Quality &
Conversion by Building a
Sales Intelligence Culture

2. • Ralf VonSosen
Your
Presenters – InsideView, VP of Marketing
• Richard Terry-Lloyd
– Zuora, VP for Emerging Markets
• Brian Falkner
– Big Machines, Regional VP – West
• Paul Jones
– FranklinCovey Sales Performance Practice, Senior
Director, Business Development

3. Increasing Lead Quality & Conversion by Building a
Agenda Sales Intelligence Culture
• Prospecting – Finding the RIGHT person.
– Richard Terry-Lloyd, Zuora
• Converting – Having the RIGHT message, at the RIGHT time.
– Brian Falkner, Big Machines
• Culture/Methodology – Making it part of the culture.
– Paul Jones, FranklinCovey
• Discussion with Question & Answers

4. Increasing Lead Quality & Conversion by Building a
Agenda Sales Intelligence Culture
• Prospecting – Finding the RIGHT person.
– Richard Terry-Lloyd, Zuora
• Converting – Having the RIGHT message, at the RIGHT time.
– Brian Falkner, Big Machines
• Culture/Methodology – Making it part of the culture.
– Paul Jones, FranklinCovey
• Discussion with Question & Answers

5. Feeling Squeezed Out?

6. Framework for Territory Alignment

7. Territory Framework
• Implemented Model for Territory Coverage
• Measured across multiple attributes
• (Lead Flow, Closed Deals, Contacts, TAM)
• TAM = mapped this from
• Propensity to buy – SKU – Verticals
• InsideView – data up load - contacts
• Rep level execution
• Add key contacts through InsideView
• Follow Brian’s processes

8. Increasing Lead Quality & Conversion by Building a
Agenda Sales Intelligence Culture
• Prospecting – Finding the RIGHT person.
– Richard Terry-Lloyd, Zuora
• Converting – Having the RIGHT message, at the RIGHT time.
– Brian Falkner, Big Machines
• Culture/Methodology – Making it part of the culture.
– Paul Jones, FranklinCovey
• Discussion with Question & Answers

9. Challenging Sales Environment
“Instead of bludgeoning customers with endless facts and features about their company and
products, Challengers approach customers with unique insights about how they can save or make
money. They tailor their sales message to the customer's specific needs and objectives. Rather
than acquiescing to the customer's every demand or objection, they are assertive, pushing back
when necessary and taking control of the sale.” The Challenger Sale – Dixon/Anderson
• Professional Interactions • Uniquely Differentiated
• Building Champions • Taking Control of the Sale

10. Converting Leads Through Intelligence
• Every Interaction is Critical
• Right Messages
• Industry
• Competitive
• Corporate
• Right Time
• Funding
• Leadership
• Acquisitions
• Empowered to Tailor the Message

11. Increasing Lead Quality & Conversion by Building a
Agenda Sales Intelligence Culture
• Prospecting – Finding the RIGHT person.
– Richard Terry-Lloyd, Zuora
• Converting – Having the RIGHT message, at the RIGHT time.
– Brian Falkner, Big Machines
• Culture/Methodology – Making it part of the culture.
– Paul Jones, FranklinCovey
• Discussion with Question & Answers

12. The Next 7 Minutes of Your Life…
• What I am going to discuss is
mostly “common sense”….and
yet it is rarely common practice
• It’s easy to understand…and not
easy to do
– How’s your golf swing?
• Don’t try and boil the
ocean…incremental changes can
produce impressive returns

13. What Color is a Yield Sign?
• Unless you live in Greece,
Sweden, Croatia, Finland,
or Poland, a yield sign is
Red!
• It’s not what you don’t
know that is the
problem…it’s what you
are sure you know, but
actually don’t….

14. Key Takeaways
1. A successful sales intelligence culture comes from a disciplined
approach to EQ/IQ/XQ
2. Implementing a sales intelligence culture requires commitment
from sales leadership….AND can be influenced by individual
contributors

15. What the Top 3% Do
• Successful sales
intelligence cultures
contain three core
components:
• It’s not enough to just tell IQ EQ
people what they need to
do Effective
Culture
• Most organizations are
lacking in at least one
area XQ
Execution Skills

16. Key Takeaways
1. A successful sales intelligence culture comes from a disciplined
approach to EQ/IQ/XQ
2. Implementing a sales intelligence culture requires demonstrated
commitment from sales leadership….AND can be influenced by
individual contributors

17. Are Your People Getting Mixed Messages?
=

18. “We must all inevitably suffer from
one of two pains: either the pain of
discipline or the pain of regret!”
— Jim Rohn

19. Implementing a Sales Intelligence Culture
• Sales Leaders are the fulcrum
• Focus on what’s most important
– Strategy is the intentional elimination of
alternatives…and there will always be more
good ideas than there is capacity to execute
• Establish and act upon the lead measures
– Is it just dials? Is it just conversations?
• Keep a compelling scoreboard
– People play differently when you keep score
• Create a cadence of accountability
– Commitments to be made and followed up on

20. Tools
• Tools can be used to help
reinforce culture
• They can increase the likelihood
of a sales intelligence culture
becoming “sticky”
• They should be as valuable to
individual sales contributors as
they are to sales leaders
• They should be easy to
understand and easy to use!

21. Key Takeaways
1. A successful sales intelligence culture comes from a disciplined
approach to EQ/IQ/XQ
2. Implementing a sales intelligence culture requires demonstrated
commitment from sales leadership….AND can be influenced by
individual contributors

22. Increasing Lead Quality & Conversion by Building a
Agenda Sales Intelligence Culture
• Prospecting – Finding the RIGHT person.
– Richard Terry-Lloyd, Zuora
• Converting – Having the RIGHT message, at the RIGHT time.
– Brian Falkner, Big Machines
• Culture/Methodology – Making it part of the culture.
– Paul Jones, FranklinCovey
• Discussion with Question & Answers