Reps are not the Problem.
The Data is.
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At 4pm the same day, Kiara met with the VP of Revenue and passed the note,
‘The "WHY" is missing. Conversation failed. Conversion failed.’
along with two charts—one for the first 13 days and the other for the past 8 hours. She had manually researched prospects—to better understand why they were the right ones to call—and while she could only make 18 calls, 11 turned into meaningful conversations.
The reps were not the problem. The data was.
The last 45 days had felt like 45 months for Kiara—on the verge of being fired to being promoted as Director of SMB Analytics! Her discovery of the poor/missing account intelligence in Salesforce causing poor sales conversion was the highlight at the company all-hands meeting and the board meeting this week.
As Kiara reflected on the fast turn of events, a sense of urgency and responsibility dawned on her. Her practice of manually researching every prospect was time-consuming and unscalable. There were 640K prospects in Salesforce with just contact information provided by ZoomInfo.
How can the 87 sales reps ever have any meaningful conversation?
Kiara needed to quickly find a solution to automatically build a profile about every single SMB prospect.
Kiara knew exactly what she wanted but she did not know where to get it. She started scanning software review websites such as G2 for a suitable data partner. BuzzBoard stood out because of the exclusive SMB focus along with the breadth and depth of signals it offered.
She reached out to BuzzBoard for a Discovery call and worked with Marilyn from BuzzBoard to scope out the test and also install the Salesforce native app. Once all was set-up, Marilyn pulled the trigger on test records and within seconds, all were enriched with digital signals. As Kiara went over them one-by-one to check for accuracy, she was in a state of disbelief. With the memories and the struggles of August still fresh in her mind, the unravelling prospect insights felt almost euphoric.
It was finally the ‘rubber meets the road’ moment. She assigned the enriched prospects to the reps. The reps not only had more conversations that week than ever before, the conversions shot up 3.7X. Reps made far more commissions.
Kiara was ready for the next play—to change the baseline of conversations
and conversion rates. The new round of funding was 2 months away.