B2Bs Should Define a Problem Before Searching for a Tech Solution

April 27, 2017 Mark Emmons

Travis Henry offered a simple piece of advice about selecting Sales Apps during a recent webinar.

Travis Henry

“It’s really important that you have clearly identified requirements for your business and only then take that problem and challenge in search of a solution,” said Henry, the marketing development manager at Bluewolf. “That’s much better than going after the new, hot solution and trying to incorporate it into your process.”

Henry was a featured guest on “Improve the Customer Experience with Sales Apps,” which is part of the Connected Leaders webinar series hosted by the Salesforce AppExchange. He explained how it was only after Bluewolf had defined matching leads to accounts as a pain point that the team set about looking for an answer. That problem-first approach ultimately led Bluewolf to LeanData’s lead management solution.

Here are some other key excerpts of Henry’s appearance:

  • Boosting Salesforce’s out-of-the-box routing. “All of us are very familiar with the if-then statements of Salesforce lead assignment rules,” he said. “They can take you pretty far. But once you’re a fast-growing company that has an inside sales team and a really robust marketing engine, those if-then statements can get out of hand really fast.”
  • Reducing sales steps. “We’re always asking ourselves: ‘Is this change going to reduce the number of actions and effort for our team?’” he said. “If the answer is ‘Yes,’ then it’s a good change to make.” As an example, LeanData’s ability to streamline the lead routing process resulted in a 20-percent increase in sales activities as well as a 40-percent improvement in customer meetings.
  • Measuring sales app performance. “Absolutely take a baseline measurement before you make any change,” he said. “It should be point-in-time as well as any historical data that you have.”
  • Minimizing the sales and marketing divide. “The strategy we use is having an inside sales or sales development team beholden to marketing at some level — whether it’s SLAs or conversion rates,” he said. “But marketing works for sales. Sales team should be setting the focus and strategy in terms of where marketing is spending budget and effort. I like to say that sales know best.”

View “Improve the Customer Experience with Sales Apps” webinar here. Also, you can download the Salesforce-produced eBook “The Insider’s Guide to Purchasing Sales Apps” here.

About the Author

Mark Emmons

Mark Emmons is the staff writer at LeanData. He previously was a reporter at the San Jose Mercury News, Orange County Register and Detroit Free Press. He can be reached at mark@leandatainc.com.

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