Feeding a Sales Cadence Tool to Destroy Your Net New Number
My recent post on how to Power Up Your Sales Cadence Tool for Salesforce was well received by those using tools like ToutApp, Yesware, Salesloft and Outreach. So I wrote this follow-up to zoom in on one particular use-case for sales cadence tools: landing more net new business. I’ll use the Rekener Account Control Center to demonstrate best practices for getting Leads and Contacts into your cadence tool, and how to get them into the tool easily.
Cadence tools are great for reps focused on net new revenue, since the top of the funnel is where most Leads and Contacts reside. Cadence tools make it much more efficient to reach out to many prospects quickly. This is necessary since conversion rates are lowest at the top of the funnel.
Given the power of cadence tools, some companies deploy them before thinking through how to use them. This leaves sales reps grabbing Salesforce Leads randomly, creating sequences independently.
In my experience, it’s far more effective to harness your data to get the most from cadence tools. BizOps and marketing teams should work with sales to determine the segmentation, personas and messaging that make sense for an audience. Then use these attributes to be strategic about which Leads and Contacts to target in cadences. The major steps in the process are segmentation, finding target Accounts, filtering Leads and Contacts, and pushing Leads and Contacts to sales.
If your goal is to drive net new, then the first step is segmentation. This is a process to determine what types of companies to target. Figure 1 contains a segmentation analysis in the Rekener Account Control Center that determines which of 6 industries is best to target with a net new cadence.
The segmentation includes both top-of-funnel metrics and conversion metrics. You want to make sure there's enough volume and demand in a given segment (measured by Pageviews and Leads Created). You also want segments that will be most efficient for sales to convert. The Value per Opportunity metric, which multiplies Close Rate by ASP, is a great measure of the efficiency with which sales can turn opportunities in a segment into net new dollars.
In the example above, the Finance industry has the best combination of top-of-funnel volume and efficiency of conversion. This makes it a good segment to target with a sales cadence.
2. Finding Target Accounts
Step two is to find target accounts to put into the cadence. For net new, we want to find accounts in the Finance segment who are’t already customers and who have shown a certain level of inbound demand, or “heartbeat.” In this case, the heartbeat threshold is an account that has hit our website 6 or more times in the current quarter, and where 3 or more Leads have been created in the current quarter. See Figure 2.
In Figure 2, we’re looking at information from multiple systems in the Account Control Center to hone in on the best Accounts for your sales cadence. We’ve pulled in data from our marketing automation and product usage tools so we can see which Contacts are engaging with our marketing content and which are using our free trial product.
We can look through the list of Accounts in our target group, and can further filter or sort by metrics like Pageviews, Sales Activities, or any other metric using our attached data sources. This lets us filter out accounts to exclude from the cadence based on any variable or combination of variables, such as Account status, territory, etc.
3 & 4. Filtering Leads and Contacts and Pushing to Sales
Since we’re feeding a sales cadence tool that relies on Leads and Contacts, we need a second level of filtering beyond just Accounts. In Figure 4, we’re using the Account Control Center to facilitate the process by find Leads with a VP title and with a HubSpot Lead Score greater than 25.
In viewing the list of Leads that meet the criteria above, we see there are 1,266 Leads from the Net New - Financial Industry target Account set who meet the criteria of being VP-level and having a Lead Score over 25. Within the Account Control Center, we can select some or all of these Leads and push them to the sales team via a Salesforce Campaign.
Salesforce Campaigns are nice to use in connection with cadence tools for several reasons. One is that Leads and Contacts can be in more than one Campaign, so you can put them through multiple cadences over time. Also, Campaigns can be used when building Lead and Contact list views in Salesforce. Reps can build a list that finds all Leads or Contacts in a given Campaign, and then push them to Tout, Yesware, or whichever cadence tool they use. Also, using Campaigns rather than a static field on the Lead or Contact object lets you compare the results of different cadences you run over time, so you can continue to improve.
4 Steps to Land More Net New
By working through the 4 steps above — segmentation, finding target Accounts, filtering Leads & Contacts and pushing to sales — we improve our chances of achieving our goals, by leveraging data we’ve gathered about our Leads and Contacts from different systems. This helps our sales team focus on the net new prospect Accounts that are similar to other Accounts we’ve closed in the past. It gives sales the best chance of winning new business.
Getting sales cadences right is a team effort. As I mentioned, you want to make sure that your BizOps team is involved in the process to find the most productive segment for your cadence. It should be based on your strategic objective (landing net new, driving upsell, etc). Also, having Marketing involved is critical. You’ll need marketing to create messaging that will resonate with the types of accounts in the segment you’re choosing to target. Marketing will also help with determining the right persona or personas within the segment to target, and can craft different messaging to resonate with each of those personas.
Instead of having sales reps choose Leads at random to feed into your shiny new cadence tool, I suggest doing a bit of planning up front. You can transform your cadence tool into a conduit for your go-to-market strategy and a way to destroy your new business, upsell and retention goals.
- For a demo of the Rekener Account Control Center, contact us.
- For more on sales metrics, read Six B2B Metrics Every Sales Leader Should Know.
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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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