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Steve Mckenzie - How to Run Your Sales Team Like a Data Scientist

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INBOUND 2015

Publicada em: Vendas

Steve Mckenzie - How to Run Your Sales Team Like a Data Scientist

  1. 1. INBOUND15 How to Run Your Sales Team Like a Data Scientist Steve McKenzie Head of Sales InsightSquared
  2. 2. #INBOUND15 Companies that use a scientific approach to sales force effectiveness have found that reps in the lower quartiles show dramatic improvement, with productivity jumps of 200%. HBR
  3. 3. #INBOUND15 “A Company has two kinds of problems • Not Enough Revenue • And every other kind of problem” Bob Brennan, CEO Veracode
  4. 4. INBOUND15 • Background in computer science, applications, modeling, statistics, analytics and math • Strong business acumen with ability to communicate findings to business and IT leaders to influence how organizations approach business challenges • Doesn’t just address business problems; they will pick the right problems that have the most value to the organization • They are inquisitive. Always exploring, asking questions, doing “what if” analysis, questioning existing assumptions and processes IBM What is a data scientist?
  5. 5. INBOUND15 I’m pretty sure most Sales Leaders are thinking …
  6. 6. INBOUND15 • I’m an artist ….. • I’m good with people ….. • I like people ….. • People like me ….. • I play golf ….. • I take people to ball games ….. • And have steak dinners ….. • I don’t need data ….. C’mon, let’s get real.
  7. 7. INBOUND15 (general blank slide) Those folks may be approaching …..
  8. 8. INBOUND15 (general blank slide) Balance
  9. 9. INBOUND15 (general blank slide) Let’s get into it.
  10. 10. INBOUND15 • Involves extracting data from multiple sources • Running it through an analytics platform • Creating visualizations of the data • They will then spend hours cleansing and analyzing the data from multiple angles • Looking for trends that highlight problems or opportunities • Any insight is communicated to business with strategy recommendations Average day of a data scientist
  11. 11. INBOUND15 (general blank slide)
  12. 12. #INBOUND15 Remember: You cannot improve what you cannot measure!
  13. 13. INBOUND15 Big Data
  14. 14. INBOUND15 Big Data vs. Small Data • Big Data = Machine Generated (IoT) • Small Data = Human Generated • As Sales leaders we are focused on Small Data • Data resulting from human efforts • CRM • Marketing Automation • Telephone Systems
  15. 15. INBOUND15 Cheat your way to becoming a data scientist
  16. 16. INBOUND15 (general blank slide) The beauty is…
  17. 17. INBOUND15 Caveat
  18. 18. #INBOUND15 For starters: Focus on Performance! Performance “Doing the things you need to do to get the results you want.” Result “By-Product of Performance.”
  19. 19. INBOUND15 • Did I have a good day / week / month? • How did my day compare to yesterday / last week / last month? • How do I compare to my colleagues? • Did the changes I made have an impact? • How am I going to do against my goals? • How did I do against these goals I set? • Are the goals correct? Performance questions
  20. 20. #INBOUND15 So how do you do it? What does taking a data-driven approach to sales look like?
  21. 21. INBOUND15 • The Customer Journey • Through the eyes of a Sales Leader • Everything looks like a funnel • Many things to analyze • Lets keep it simple Awareness to Loyalty
  22. 22. INBOUND15 Marketing performing as expected?
  23. 23. INBOUND15 Callers’ performance vs. activity goals?
  24. 24. INBOUND15 Pipeline quality over quantity
  25. 25. INBOUND15 What are my conversion rates?
  26. 26. INBOUND15 What is my sales cycle?
  27. 27. INBOUND15 Are we wasting time on time wasters?
  28. 28. INBOUND15 What deals are at risk?
  29. 29. INBOUND15 Why are we losing?
  30. 30. INBOUND15 Data science allows us to focus on performance
  31. 31. INBOUND15 Results take care of themselves
  32. 32. INBOUND15 • Extracting data from multiple sources • Running it through an analytics platform • Creating visualizations of the data • Spending hours cleansing and analyzing the data from multiple angles • Looking for trends that highlight problems or opportunities • Any insight is communicated to business with strategy recommendations Remember the average day of a data scientist?
  33. 33. INBOUND15 You really can cheat your way to becoming a data scientist
  34. 34. INBOUND15 1. Get support - top to bottom 2. Sell the benefits to all stakeholders - don’t tell … sell 3. Set your S.M.A.R.T goals – know the questions you want answers to 4. Create a culture of transparency – celebrate knowledge 5. Use data to inform all conversations – less opinion more fact Five step guide
  35. 35. INBOUND15 • Research shows that data driven teams perform better • It’s not that hard if you know how • It’s not that hard if you have the tools • You should do it if you want to improve • You should just do it! Summary
  36. 36. #INBOUND15 Do it… Measure it… Assess it… Improve it… Repeat cycle.
  37. 37. INBOUND15 Thank You! Steve McKenzie steve@insightsquared.com

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