We recently spoke with the Marketing and Sales leadership at Talkdesk to learn how their sales team generated over $1M in pipeline using Priority Engine. Read on to learn the key steps Talkdesk took to get sales properly set up, onboarded, and selling with Priority Engine.
1. Get Sales Leadership Buy-in
First things first – If you're looking to get the most out of Priority Engine, you need to get sales leadership on board. Here's how:
- Make the business case
- An essential step to getting sales leadership buy-in is presenting a strong business case. Leverage existing case studies and G2 reviews to show how Priority Engine has helped other sales teams drive pipeline and close deals in similar market segments. Invite members of your TechTarget team to meet with sales leadership and walk them through the tool and relevant success stories. We have many case studies here to review and feel free to ask your customer success manager if they can suggest one.
- Prove it will work
- After presenting the business case, work with sales leadership to identify a few key reps to run a pilot. Choose sellers who have a history of adopting new technologies and leveraging multiple tools and approaches to find and win new business. Remember, you will want to look for early-stage metrics to help prove future successes. Look for improvements in new contacts added/engaged, email performance increases, meetings set, new insights and inroads into existing opportunities, etc. After a few months of usage, it's best to measure all these metrics to help spot positive trends and establish future benchmarks.
2. Ensure Operational Readiness
Next, get your systems and processes in place so when it's time to deploy Priority Engine across the entire sales org, everything is ready to go and working properly for your team.
- Integrate early
- This may seem basic, but it's best to get your integration plan in place before migrating the entire sales team over to Priority Engine. Build a plan that defines the systems you will be pushing the data into and the best paths for sellers to access Priority Engine insights and contacts within their common workflows. Remember, getting attention from your operations team can take time depending on the internal queue and the systems you are integrating with, so it's always best to get out ahead of this early.
Pro Tip: Are you a Salesforce customer? The Priority Engine for Salesforce Integration helps sellers tremendously – providing them with visibility into insights in-tool and making it easy to add new prospects to Salesforce contact lists and cadences. We recommend all Salesforce customers take advantage of this included benefit.
- Build out sales territory lists
- Once your systems are integrated, it's time to create Priority Engine account lists. You can do this by working with your Customer Success Manager to identify your goals and targets. It's always recommended that in addition to account lists, you build out individual lists aligned to each rep’s territory. This will make Priority Engine work better for your sellers and ensures they only see the accounts they're responsible for managing.
- Keep sales lists up-to-date
- Any changes made to territories in other systems should also be reflected in Priority Engine to maintain accurate targets. This will help instill confidence in each seller because their lists will always reflect their current accounts.
Pro Tip: Automatically update lists with Salesforce Account View Syncing. With this low-maintenance approach, all changes made in Salesforce views are automatically reflected across relevant account and territory lists in Priority Engine.
3. Gets Sellers On-board
After your systems and processes are in place, it's time to onboard your sales team. Here's how:
- Educate and train the team
- Start by scheduling a kick-off training meeting, including all necessary sales teams. Next, work with your TechTarget team to set up sales onboarding and have sellers watch the sales training video series. Finally, if you have internal training tools in place (example: Lessonly), try incorporating TechTarget training materials into your internal training platform, so it's easy for reps to find and leverage.
- Establish new-hire training and work it into your internal sales onboarding process so that Priority Engine is part of your sales workflow from day one.
- Establish reoccurring training meetings
- Continuous education for sales is just as important as the initial training. Schedule regular refresher training meetings on a monthly or quarterly basis. Leverage your Customer Success Manager at TechTarget to help keep track of who may have missed the original training sessions and for updated content, templates, and best practices to share with your sellers.
- Track usage
- One way to keep sellers engaged with Priority Engine is by providing them with visibility into usage stats. Reach out to your TechTarget Customer Success Manager to get numbers on rep usage in Priority Engine to see who is using it and how often. If you can, link rep usage to overall sales success (meetings set; opportunities created; renewals; etc.) to encourage more regular use of the tool.
- Gamify with rewards, call blitzes and competitions
- Don't forget to incorporate Priority Engine into call blitzes and sales competitions to increase sales engagement. Recognize sales champions by identifying or rewarding highly engaged users. Have them share their successes with the rest of the team to promote best practices, motivate others and celebrate their wins.
If you would like to learn more about Talkdesk and how they're successfully using Priority Engine for both Marketing and Sales, watch the full video here.