Power Up Your Sales Cadence Tool for Salesforce
“Never miss your number again.” Sounds good, right?
“Transform your sales team into a revenue-generating machine.” Amazing!
“Want to know what happens after you click send?” Yes, I do.
“Fueling your sales organization toward success.” Who doesn’t need that?
Those are the slogans from the home pages of Outreach, Toutapp, Yesware, and Salesloft, leading providers of sales cadence software, also known as sales sequencing tools. These are great tools because they enhance the revenue generation of your sales team, help them hit their number, track what happens after they send emails, and fuel them toward success.
Those tools are like the machine guns and missiles on a fighter jet. They help you take lots of shots at your targets quickly, and allow you to drop bombs on the big targets. They also provide some feedback about whether the shots are hitting or not.
There’s a way to make those tools even better though. And it’s not by enhancing the functionality of the sales cadence tools themselves — those tools are already great. The way to make them more useful is to do a better job of choosing the missions the planes will fly and helping the planes navigate to their targets.
This is where the Rekener Account Control Center comes in. Rekener adds two critical functions when you’re attacking targets:
The first is doing the work before the battle to analyze the intelligence and determine targets.
The second function is sending out and commanding the planes in order to get the right targets in your team member’s sights.
The Command & Control Center
A command and control center is described by Wikipedia as “typically a secure room or building in a government, military or prison facility that operates as the agency's dispatch center, surveillance monitoring center, coordination office and alarm monitoring center all in one.” It’s the place where information is brought in from many sources, sifted through, and where battle plans are devised. And it’s also the place where all the feedback from the battle comes back and directives are given as to how to adapt so that you can win the next battle.
The Rekener Account Control Center is a very similar concept. It brings in account lifecycle data from multiple sources to help you understand, adapt and win. It begins with accessing key data from your Salesforce implementation, along with data from your marketing automation system, such as HubSpot or Marketo, your support and usage tracking systems like Zendesk and Mixpanel, and your custom data sources. The Account Control Center stitches all that data together in one place to let you see the entire battlefield and all of the targets on it.
You can use historical information from your systems to see where you have had success in the past. Usually this comes in the form of a segmentation analysis. The Account Control Center makes it easy to segment your accounts by company size, revenue, industry, or other attributes. Then you can look at these segments to figure out where you typically land most efficiently, based on data like close rate, ASP or value per opportunity, or where you have had success with upsell, and where you end up renewing at high rates. Depending on your priorities, you can determine what the optimal target segment for each of your fighter pilots to pursue.
Setting the Next Target for Your Sales Cadence Tool
Once an overall battle plan is determined, you can apply that knowledge to the accounts you haven’t sold to yet in order to identify your next targets. The Rekener Account Control Center makes it easy to use all of the data sources that you have connected to the platform, so that you can:
Find all the accounts that are in your best-performing industry who
Are not yet customers and who
Have been hitting your website and who
Have not been called recently by your reps.
These are the targets you want the team to go after. The Account Control Center also makes it simple to find just the leads and contacts within those highly qualified targets, and then push them directly into Salesforce where they can be fed into your sales cadence tool. In just a few clicks you can pull these leads or contacts into Salesforce list views, which is the screen in Salesforce that allows you to “Push to Tout” or whichever sales cadence tool you’re using.
The Rekener Account Control Center solves a critical need that many sales teams have: They’ve got lots of data in their various systems (Salesforce, Marketo, Mixpanel, Pendo, and many more). And they have great tools for putting targets through structured plays or sequences (Tout, Yesware, Outreach, Salesloft and more). They also have strong sales teams that are ready to do the work to email and call all of the great contacts in the database. But they are missing the critical connective tissue that lets them extract the value out of all the data they have and apply it toward the next mission.
So, don’t send your troops into an ambush. Even if they’re carrying the best weaponry in the world, they will still lose the battle if you send them to attack the wrong target. Instead, use the intelligence that you’ve gathered over time to find the best targets, where your teams will be the most successful, and feed them precise lists of leads and contacts via your sales cadence tool to maximize both efficiency and effectiveness.
Sales cadence tools can help boost the productivity of your sales team by streamlining the process of contacting and following up with accounts. But it’s not always easy to choose which accounts or contacts to pursue. The Rekener Account Control Center is like a military command and control center: it helps you target the best accounts, allowing your sales team to get more value from your investment in these powerful and popular tools. The Account Control Center lets you leverage the account lifecycle data you have in Salesforce to find the best accounts, and it also seamlessly integrates data from your marketing automation systems like Marketo and Hubspot, product engagement platforms like Mixpanel, and customer support tools like Zendesk — as well as custom data sources — to gain new insight into which of those accounts are your very best targets. Your sales cadence tools are pretty powerful. Help them do more for you with the Rekener Account Control Center.
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Greg is COO and Co-Founder at Rekener. Greg’s career has been focused on using data to grow recurring revenue businesses. Before joining Rekener, he served as VP of Operations at ZeroTurnaround, where he built its strategy and operations practice, ran its customer success and renewals function, helped to grow and coach its high-velocity sales organization, and optimize its marketing efforts. Prior to that, he ran the BizOps and marketing functions for the AVOKE call center analytics business, a SaaS company within BBN Technologies. He got his start using data to improve sales and marketing efforts while at AppNeta.
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