As we continuously collaborate with customers within Fortune 50 organizations, we’re seeing them deploy the people, process, and resources that are shaping future best practices for the sales community.
For example, we’re currently working on a project with a global Fortune 50 company in their inside sales department which has 1,000’s of modern digital sellers. The sellers are working with in an office using big data and analytics to dramatically improve the velocity of their deals and the conversion rates of their deals.
In fact, the conversion of leads-to-opportunities, and the conversion of opportunities-to-revenue was the sole driver for scaling social selling globally. Along this journey, we have seen how they’re leveraging specific analytics to feed their sellers with the right customers to engage, at the right time, to highly influence improving their conversion of opportunities.
Here is the big revelation for you:
Our customer found (pouring over hundreds of thousands or millions of leads and opportunities) that there is an absolute correlation between “content engagement clusters” and the conversion and probability of a specific account.
Let me explain - they call it a content engagement cluster, which is a barrage of digital fingerprints that multiple contacts in an account leave on all of their digital assets.
To simplify what this means, just imagine a particular account. To determine if a sales rep should spend adequate amount of time on that account, they know “hotness” = multiple stakeholders within the account start heavily downloading assets, reviewing the website, searching keywords on the web (that our customer is paying for) in a blitz or cluster.
There is usually not just one contact, but multiple stakeholders. This content engagement cluster first:
The seller is facilitating the learning and journey for the buyer, validating questions a buyer is asking.
The future of selling using technology is going to be able to put these content engagement clusters, which Sales for Life has always called the Content Consumption Story, science and evidence for the seller through technology.
Now the seller has a completely different sales cadence, sequence or motion:
I wanted to write this to get everybody in lockstep with understanding where the next few years are going to hold for the modern, digital seller. This is just one of the few companies recognizing the power of Artificial Intelligence and Machine Learning for sales, in a few years this will go from Best-in-Class to Standard Operating Procedures! Start learning about this now.