When I speak with sales teams across the country, there are 2 major areas they wish to improve upon. New lead generation is generally the focus for startup companies and business that sell to a variety of potential buyers. Established companies with well defined or niche markets are desperately looking for better control of their pipeline, and opportunity management.
Crushpath is a lightweight SaaS tool that aims to assist in both categories. The overlying concept of the platform is to provide new lead generation for marketers and sales both by creating “pitch sites”. Pitch sites are basically a user friendly landing page builder, where users can customize pitches to target specific prospects and garner interest for their product or services.
Email open and click tracking allows sales reps to get real time indications of buying signals, and react in real time to sell most effectively. This data has been utilized by marketing teams for years, but until recently was not thought of as a tool that could make sales reps more productive. Over the past 8 months, I have been personally experimenting with and discussing what I believe to be the most transformative sales technology since the emergence of CRM.
Even the best sales reps at top technology startups often struggle to effectively understand signals, and how to best interpret this data to know when to deliver information to prospects. Trying to understand buying signals is not a new concept by any means, but with exposure to endless data and dramatic changes in technology, it is hard to know what information is the most telling of a prospect’s intentions. Jeff Hoffman discusses this concept on the sales director and manager level as “exit criteria” which can also be used for improved sales management and forecasting.
This post contains excerpts from an interview conducted by Michael Pici, with Tristan Barnum, the Marketing Director at Voxox who recently purchased HubSpot through myself, John Sherer a member of the HubSpot Sales Team. The following focuses on key decisions in the sales process, insights from the customer and the importance of Smarketing.
Tristan got in touch with HubSpot via classic inbound marketing. After selling the company she started and choosing a job as the marketing director at a newly funded company, she was doing research on how to most effectively design and build a new marketing strategy. HubSpot caught her attention while researching online marketing, "everywhere I turned, you guys had content for me" and having previously heard of HubSpot as a powerful marketing platform, she made the decision to engage HubSpot by filling out a demo request form.