On average 6% of your contacts and prospects are changing jobs every month and the challenge isn't getting value out of those changes but doing it at scale. In this post we'll walk through the five teams using SifData.
Sales development is the backbone of any team following the Predictable Revenue model. Their jobs are tough, turnover is high and they're generally undervalued so anything you can do to grease the skids for them can be a huge lever to drive pipeline and opportunities.
Typically, SDRs receive SifData Alerts when a decision-maker or champion at a customer account moves into one of their target accounts. Notification are typically sent via email or Slack and reps can run reports looking for movement from specific accounts, titles or roles. SifData automates moving the contact under the appropriate account and updates their contact info so the SDR can focus on higher priority tasks. From there SDRs send notes out to the contact congratulating them in their new role, pushing for a meeting(ideally with the AE they’d worked with in the past).
AE’s tend to take a similar tack to SDRs but are seeing more success monitoring blockers at accounts where opportunities were closed/lost. Often a blocking contact will say no because they don’t have budget, they decide to go with a competitor or have other priorities. The savvy AE, rather than writing off that account, will track that blocker in SifData receiving a notification when they leave.
As mentioned above, 6% of your contacts are leaving for a new company every month(this includes blockers) and when that happens their replacement tends to come in with fresh eyes. Having that information the AE can get a conversation started again knowing that the new decision-maker will have budget and the flexibility to make changes where it makes sense.
Account Managers are always juggling too much; QBRs and onboarding new clients are just the start. They’ve got to visit customers, upsell current clients and be ready to put out fires that come up. One aspect of their role that tends to get pushed aside is tracking when their customers leave.
A customer leaving for a new role presents a huge risk for an Account Manager. The replacement may have almost no context for why they’re using your product and they definitely have no loyalty to you. That’s why it’s imperative for an AM to get this intel as soon as possible so they can work with the new decision-maker to build a relationship and demonstrate value before it’s too late.
ABM is all the rage for demand gen teams and they’re always looking for new ways to drive demand for the sales team. Savvy marketers are using SifData to get a sense of when a customer moves into a new role and uses that to put that person into a high-touch campaign. Maybe they send them a bottle of Johnny Walker Blue Label or put them in a “Come back to us” campaign. The options are endless and companies like Sendoso can help you come up with creative options.
Marketing to customers is easy right? Unfortunately, with the amount of noise out there it’s difficult to stand out and even tougher when you’re marketing to a person who’s left their job.
Customer Marketers use SifData to keep their databases clean and look for trends such as several end-users moving into a new account. If you find that five users of your product leave all move into a new role at a new company you can use that to drive bottom-up demand.
These five roles at an organization are difficult and there’s no silver bullet to hitting quota. That said, there are some easy steps you can take to put the wind at your back and get a leg up on the competition.
- Date- 28 Jun 2018