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.