SALES

INTELLIGENCE
Solution Study

Insights, Landscape, & Vendor Analysis

 SALES INTELLIGENCE
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Sales Intelligence? 05

3 Sales Intelligence Maturity Model 08

4 Benefits of Sales Intelligence 11

5 Sales Intelligence Deployment Lifecycle 14

6 Vendor Selection Criteria 20

7 Sales Intelligence Solutions Landscape 22

8 Analyst Bottom Line 25

Action Plan 26

Our Solution Study Methodology 37

About Demand Metric 38
 SALES INTELLIGENCE SOLUTION STUDY

Executive Summary
EXECUTIVE SUMMARY SALES INTELLIGENCE SOLUTION STUDY 4

Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales
Enablement Solution Study Series, we examine each key stage of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture. What is Sales Intelligence?
In this report, we focus on the rapidly growing function of Sales Intelligence.

We distinguish Sales Intelligence from other types of data, metrics, or Benefits of Sales
analytics, including marketing analytics and business intelligence (BI). Intelligence
Sales Intelligence, also referred to as CRM Intelligence, is information
used to accelerate the sales process, and to improve the performance
Sales Intelligence
and productivity of the sales team.
Deployment Lifecycle
The insights and analysis presented in this report provide marketers with a
comprehensive understanding of the Sales Intelligence landscape.
Vendor Selection Criteria
If your organization is considering Sales Intelligence software, currently
implementing a Sales Intelligence system, or providing a Sales
Intelligence-related product or service, this report will provide you with
fresh insights on the technology, strategies, and vendor solutions. Sales Intelligence
Solutions Landscape

Action Plan
THE EVOLUTION OF SHOPPER MARKETING SALES INTELLIGENCE SOLUTION STUDY 5
SALES INTELLIGENCE SOLUTION STUDY

What is Sales Intelligence?

WHAT IS SALES INTELLIGENCE? SALES INTELLIGENCE SOLUTION STUDY 6

What is Sales Intelligence?

Demand Metric defines Sales Intelligence as: FIGURE 1: SALES INTELLIGENCE COMPONENTS

Comprising the strategies, processes, technologies,

and tools that support the collection, integration, Collection Integration Analysis
analysis, delivery, and presentation of insights and
information that increase sales.

Sales
Sales Intelligence, also referred to as CRM Intelligence, is information Presentation Intelligence Delivery
used to accelerate the sales process, and to improve the performance Components
and productivity of the sales team.

What separates Sales “Intelligence” from sales “data” is the level of insight
and analysis, both real-time and socially influenced, integrated into the
solution. Role in Sales Enablement
Figure 1 highlights the five key components of Sales Intelligence mentioned Demand Metric considers Sales Intelligence Solutions to be an integral part
above. of Sales Enablement as illustrated by our Sales Enablement Roles Matrix
(on the next page).

As you will see in this image, Senior Management, Sales Intelligence

products and services are associated with metrics in every organizational
role from senior management to customer support.
 SALES ENABLEMENT ROLES MATRIX SALES INTELLIGENCE SOLUTION STUDY 7

Sales Enablement Roles Matrix

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

Revenue Accountability Budgeting & Planning CRM Thought Leadership Blog Revenue by Channel
Senior
Staffing & Channel Management Performance Reviews & QA Business Intelligence Webinar Presentations Customer Lifetime Value, NPS
Management
Reporting to CEO/Board Recruitment & Retention MRM Conference Keynotes Return on Customer (ROC)

New Product Development Product Launch Product Mgmt. System Data Sheets, Whitepapers Market Share, Profitability
Product
Create Sales Tools/Guides Win/Loss Analysis Enterprise Feedback/Survey Case Studies/Testimonials Brand Equity
Management
Messaging & Positioning Competitive Analysis Content Management Competitive Analysis Content Usage

Build Reports & Dashboards Sales Forecasting CRM Compensation Model % Quota Achieved
Sales Operations Monitor Sales Productivity Territory Management Proposal/CPQ TCO/ROI Calculators Sales Cost/Revenue Ratio
Data Management Sales Compensation Sales Content Portal Sales Playbooks Incentive vs. Quota Ratio

Build Reports & Dashboards Marketing Budget CRM & Marketing Automation Buyer Personas Sales Qualified Leads
Marketing
Marketing Systems Admin Campaign Analysis Analytics & B.I. Customer Journey Map Cost Per Lead (CPL)
Operations Proposals, Presentations
Data Management Lead Scoring & Nurturing Asset Mgmt. & MRM Cost of Acquisition (CAC)

Lead Generation & Events Advertising/Sponsorship Marketing Automation/Email How-To Guides Campaign ROI, Email Metrics
Demand
Branding & Social Media Lead Generation & Appointments Digital Asset Management Research Reports Marketing Qualified Leads
Generation
Content Marketing Tradeshows & Webinars Event/Survey Management Webinars Contribution to Pipeline

Customer Acquisition Sales Process CRM New Features/Ideas for R&D % Quota Achieved
Sales/Account
Customer Retention Opportunity Management Proposal/CPQ Objection Responses Renewal Rate, Revenue
Mgmt. Opportunity Metrics
Up-sell/Cross Sell Contact Management Sales Content Portal Sales Scripts

Staffing for Sales Enablement Recruiting & Hiring HRIS Job Descriptions Avg. Time to Achieve Quota
Human
Sales Training New Rep Onboarding Learning Management System Quality Assurance/Coaching % Unsuccessful Hires
Resources Performance Management Performance & Firing LinkedIn & Job Websites Sales Training Manual # CV/Resume Submissions

Customer Service/Support Helpdesk (phone support) Customer Support, Twitter New Features/Ideas for R&D Avg. Time to Resolution
Customer
Identify Sales Opportunities Email Support (case/ticket) CRM, Order Management Support Scripts % Escalations to Tier 2
Support Accounting/Billing/ERP
Customer Insight/Feedback Online Community Requests FAQs, SLA Net Promoter Score (NPS)
SALES INTELLIGENCE MATURITY MODEL SALES INTELLIGENCE SOLUTION STUDY 8

Sales Intelligence Maturity Model

A modern marketing organization that desires to align itself for Sales Intel- Our Maturity Model shows the progression of an organization from Stage
ligence must focus on eight core areas: 1 (Basic) to Stage 4 (Cutting-Edge) that is characterized by the following best
practices:
Collection

Integration Level of Commitment

The strength of the commitment and the focus on excellence in Sales
Analysis Intelligence initiatives and campaigns drives other best practices.

Delivery Planning
Sales Intelligence Marketers create strategies, goals, and KPIs
Presentation for every point of their Sales effort.

Demand Metric’s Sales Intelligence Maturity Model (on the next page) Processes
highlights key functionality according to the level of complexity of the Sales Intelligence Marketers develop measurable processes for
each phase to ensure progress and success.
solution on the four tiers we evaluated, from Basic to Cutting-Edge.

Use this tool to determine the functionality that is right for your organization. Resources
Cutting-Edge Organizations ensure that sufficient resources (time,
talent, tools, money) exist for each initiative, campaign, and phase.

Management
Cutting-Edge companies effectively manage the change, progress,
and results of Sales Communication efforts.
 SALES INTELLIGENCE
Maturity Model
STAGE 4 - Cutting-Edge
STAGE 3 - Comprehensive
STAGE 2 - Standard
STAGE 1 - Basic
Component

Public and/or premium data feeds;

Public and/or premium data feeds; Financial data; Internal CRM and/or MA;
Collection Public and/or premium data feeds
Internal CRM and/or MA
Public and/or premium data feeds
News feeds and social communities;
Incorporates data cleaning for accuracy

Correlates data from all streams,

CRM/MA profiles enhanced with Correlates data from all streams, struc- structured data and unstructured
Integration None
external feeds tured data and unstructured data data; Provides a contextual stream
based on user preferences

Uses predictive analytics to suggest

or anticipate opportunities, behaviors
Identifies sales targets; Evaluates
and actions from customers, compet-
Auto-list building based on filters; sales, account and territory oppor-
Analysis Auto-list building based on filters
Accepts CRM analysis and metrics tunities; Provides social insights
itors and/or markets; Maps and
highlights relationship connections to
and selling tools
evaluate rep performance, account
strength and lead quality
 SALES INTELLIGENCE
Maturity Model

Component STAGE 1 - Basic STAGE 2 - Standard STAGE 3 - Comprehensive STAGE 4 - Cutting-Edge

Real-time alerts; CRM, Web, Email and/or Real-time alerts; CRM, Web, Email and/
Delivery Web and/or Email delivery Web and/or Email delivery
text delivery or text delivery

Web, PC/Mac, mobile and/or CRM

Web, PC/Mac, mobile and/or CRM Web, PC/Mac, mobile and/or CRM dash- dashboard; Option for a proprietary
Presentation Web and/or PC/Mac dashboard
dashboard board; Option for a proprietary dashboard dashboard; Provides visual and
textual connections

Want to rate your organization’s Sales Enablement maturity with an

interactive tool? Download our Sales Enablement Readiness Assessment VIEW RESOURCE
and get started today!
THE EVOLUTION OF SHOPPER MARKETING SALES INTELLIGENCE SOLUTION STUDY 11
SALES INTELLIGENCE SOLUTION STUDY

Benefits of
Sales Intelligence
BENEFITS OF SALES INTELLIGENCE SALES INTELLIGENCE SOLUTION STUDY 12

Benefits of Sales Intelligence

Sales Intelligence solutions offer a myriad of benefits to the organization.
These benefits include applications for “priming the sales pump,” enabling
sales productivity, supporting the sales cycle, account control, and growth
and support for marketing and sales operations to optimize the sales process.

Here, we group the benefits by sales cycle/process as Before, During,

and After the sale.

Benefits Before the Sale Benefits During the Sale

Before a sale, Sales Intelligence: During a sale, Sales Intelligence:

Improves prospecting in the following areas: Leverages professional networks for relationship
List Generation building
Contact Profile Creation Aligns responses and calls with prospect activity
Company/Contact Research Increases engagement with relevant information via
Increases the quality/quantity of leads social insights
Improves sales team knowledge of prospects, Tracks customer/prospect level of engagement
accounts, territories, and markets Automates the flow of external information and
Increases the accuracy of data in sales (CRM) systems integrates social selling insights to nurture the
Identifies new sales opportunities opportunity
Automates the flow of external information and Identifies upsell/cross sell opportunities
integrates social selling insights to prepare for the call
BENEFITS OF SALES INTELLIGENCE SALES INTELLIGENCE SOLUTION STUDY 13

Benefits After the Sale

After a sale, Sales Intelligence:

Enables win/loss and no-decision analysis

Prevents customer drift (customers drifting away for
lack of relevant attention from sales)
Improves account retention/renewal
Includes sales performance assessments

Additional Benefits

Sales Intelligence solutions offer many benefits beyond

those directly related to the sales cycle. Additional Sales
Intelligence benefits include:

Integration with marketing automation systems for

better campaign targeting
Contact data enrichment for better lead scoring and
nurturing
Predictive analytics for prioritizing high value targets
Relationship mapping to monitor account strength
Competitive and market analysis for aligning
marketing and sales content
THE EVOLUTION OF SHOPPER MARKETING SALES INTELLIGENCE SOLUTION STUDY 14
SALES INTELLIGENCE SOLUTION STUDY

Sales Intelligence
Deployment Lifecycle
SALES INTELLIGENCE DEPLOYMENT LIFECYCLE SALES INTELLIGENCE SOLUTION STUDY 15

Sales Intelligence Deployment Lifecycle

Demand Metric considers Sales Intelligence Solutions to be an integral Core Components
part of Sales Enablement, as illustrated by our Sales Enablement Roles
Matrix (page 7). The Sales Intelligence Deployment Cycle includes the following five core
components:
As you will see in this image, Senior Management, Sales Intelligence
products and services are associated with metrics in every organizational

1
role, from senior management to customer support.
Data Collection
In the Sales Operations and Sales Account Management roles most closely
associated with Sales Enablement, key Sales Intelligence metrics include:

% of Quota Achieved 2 Data Integration

Sales Cost/Revenue Ratio

Incentive vs. Quota Ratio

3 Analysis
Renewal Rate

4
Renewal Revenue
Delivery
Opportunity Metrics

5 Presentation
SALES INTELLIGENCE DEPLOYMENT LIFECYCLE SALES INTELLIGENCE SOLUTION STUDY 16

Collection Integration
Data collection is at the heart of sales intelligence. The data used by The benefit of the Sales Intelligence solution comes from the number
these systems comes from four primary sources: of integration points and the level/depth of the information the system
accepts.
Internal/private data from the organization’s CRM, MA or operations
systems The more data points and the more comprehensive the data gathered
from each source, the more effective the intelligence.
External/public (free) data sources (LinkedIn, news, RSS feeds)
Vendors in this space range from those that simply pull and present from
Premium (paid) data sources (Dun & Bradstreet, Hoovers, Equifax,
public sources to those with deep integration expertise. We see four levels
Reuters)
of data integration:
Social sharing data sources from social media communities (i.e.
First Tier Data Integration – occurs when data from a minimum of two
Facebook, Twitter, Google+, etc.)
sources, typically public data and private (CRM) data, is integrated.

Second Tier Data Integration – occurs when the Sales Intelligence

system accepts, filters, organizes, and stores data from multiple sources.

Third Tier Data Integration – involves the integration of structured data

(existing in database format) and unstructured data (data presented in
standard text – i.e. report/blog format, social stream format, or other
types of media, such as images or video).

Four Tier Data Integration – involves the integration of all forms of data
and the ability to suggest or predict courses of action and/or behavior
based on the integration of that data. This is where real intelligence
comes into play.
SALES INTELLIGENCE DEPLOYMENT LIFECYCLE SALES INTELLIGENCE SOLUTION STUDY 17

Analysis Presentation
What separates sales data from Sales Intelligence is what the organization The presentation of actionable intelligence in a form that the user can
can do with the data once they have it. What makes Sales Intelligence quickly implement is a key factor in the effectiveness of Sales Intelligence
systems valuable is the degree to which they are able to automate the solutions.
analysis function prior to the marketing or sales teams’ interaction with
Most vendors provide a proprietary dashboard or integrate with an
the data.
existing CRM system for data display.
Solutions in this space range from those that provide simple filtering based
They may offer custom report generation and a live data stream with alerts
on defined parameters to those that can perform predictive analysis and
based on user-set parameters and preferences. Some solutions integrate
sophisticated correlation analysis.
that data with social insights and social selling tools – all on a single screen
dashboard.
Delivery
Once the data has been collected, integrated, and analyzed, it must be
delivered to the right people at the right time.

Delivery options in this space range from custom report generation to

real time alert functions.

Because most Sales Intelligence solutions are SaaS/Cloud-based, most

vendors offer anytime, all device access to their information.

Download Demand Metric’s Sales Intelligence Vendors Matrix to

evaluate key vendors in this solution set and the components of VIEW RESOURCE
Sales Intelligence they include.
SALES INTELLIGENCE DEPLOYMENT LIFECYCLE SALES INTELLIGENCE SOLUTION STUDY 18

Deployment Stages FIGURE 2: SALES INTELLIGENCE DEPLOYMENT LIFECYCLE

We see seven stages in the deployment of a Sales Intelligence solution.

These seven stages are:
7
1
Sales
1 Prospecting Performance
Evaluation Prospecting

6
Involves lead generation, lead qualification, and pre-call research.
Sales Intelligence provides company/contract profile data and
Account &
professional connections to support warm calls.
2
Territory
Mgmt. Sales Intelligence
Deployment Opportunity
2 Opportunity Analysis Lifecycle Analysis

Assesses how strong the revenue opportunity is, the likelihood 5

Account Revenue

3
of winning the deal, and the projected length of the sales cycle.
Growth

4
Sales Intelligence uses the integration of public data, premium Relationship
data (i.e. D&B, Hoovers), internal CRM transaction data, and Building
Engagement
predictive analysis to identify high value sales targets, highlight
business trigger events that would yield new sales opportunities,
and provide competitive intelligence.
SALES INTELLIGENCE DEPLOYMENT LIFECYCLE SALES INTELLIGENCE SOLUTION STUDY 19

3 Relationship Building 5 Account Revenue Growth

Focuses on creating the level of trust, understanding, and Focuses on evaluating and predicting account growth.
experience that will foster engagement through shared Sales Intelligence provides internal transactional/
knowledge and customized information based on interest accounting data and public company data combined
and activity. with predictive analytics to identify accounts with the
highest expansion and/or upsell/cross-sell potential.
Sales Intelligence provides access to company profiles and
professional networks; alerts based on job role/function,
industry or title changes; news and information feeds; and
social selling tools to support relationship building.
6 Account/Territory Management
Focuses on providing sales with more detailed
information about their accounts and territories for
4 Prospect/Customer Engagement account management, client retention, and growth
opportunities.
Focuses on knowing what stage of the buying cycle the
prospect is in. Sales Intelligence provides business alerts, CRM
integration, and identification of professional connections.
Sales Intelligence offers insights by tracking buying
activity with the organization, interest in marketing
campaigns, the use of sales materials, and social and 7 Account/Territory Management
professional network interactions.
Focuses on understanding how well the sales rep is
Sales Intelligence provides the integration of sales performing in each account and how well they are
conversations (CRM), engagement tracking (MA), social maximizing account growth opportunities.
insights, and social selling tools.
Sales Intelligence highlights relationship connections to
evaluate rep performance by how well connected they
are to the target company, the account strength, and
lead quality. Sales Intelligence solutions also monitor
engagement activity against account relationship strength.
THE EVOLUTION OF SHOPPER MARKETING SALES INTELLIGENCE SOLUTION STUDY 20
SALES INTELLIGENCE SOLUTION STUDY

Vendor Selection Criteria

VENDOR SELECTION CRITERIA SALES INTELLIGENCE SOLUTION STUDY 21

Vendor Selection Criteria

We recommend evaluating Sales Intelligence vendors based on the Vendors in this space vary widely in the depth and complexity of their
key components detailed in the Sales Intelligence Solutions Landscape solutions.
section of this report.
Functionally, like predictive analytics or detailed account mapping, that
As a reminder, these are: may be critical to one organization may be overkill for another.

Collection We look at four functional tiers from Basic to Cutting-Edge to help you
select the right vendor for your organization’s needs.
Integration
Sales Intelligence Maturity Model (page 8) highlights key functionality at
Analysis
each tier of Sales Intelligence.
Delivery

Presentation

To analyze a selection of vendors based on these five components,

download and complete Demand Metric’s Sales Intelligence Vendor VIEW RESOURCE
Evaluation Matrix.
THE EVOLUTION OF SHOPPER MARKETING SALES INTELLIGENCE SOLUTION STUDY 22
SALES INTELLIGENCE SOLUTION STUDY

The Sales Intelligence

Solutions Landscape
SALES INTELLIGENCE SOLUTIONS LANDSCAPE SALES INTELLIGENCE SOLUTION STUDY 23

Sales Intelligence Solutions Landscape

History Playing Field
Sales Intelligence has been part of Sales Enablement Solutions from the Vendors across the Sales Intelligence Landscape fall into four tiers based
beginning. on the features and functionality of their offerings:

Early “intelligence” was rudimentary data collection and manual analysis Basic: At the Basic level, Sales Intelligence focuses on creating
with spreadsheets. One of the earliest Sales Intelligence Solutions was company profiles and list building, using pre-defined filters to develop
built on Lotus Notes in 1992. qualified sales leads. Vendors in this tier include Hoovers, IKO Systems,
Sales Fuel, and Sales Quest.
From that beginning, Sales Intelligence analytics improved immensely in
the collection of business intelligence. Standard: At the Standard level, Sales Intelligence focuses on company,
market, and competitive intelligence; sales contact profiling and lead
Systems began using public and private data (from companies like
qualification; scoring and sales opportunity management. Vendors in
Hoovers) and integrating with CRM systems that could both feed sales
this tier include Primary Intelligence, Sales-I, and SalesLoft.
prospect data to analytics systems and generate their own metrics and
analytics. Comprehensive: At the Comprehensive level, Sales Intelligence
focuses on company, market, and competitive intelligence; opportunity
The rise of social media and third generation web development in the
management with real-time alerts; sales performance management;
early to mid-2000s brought content usage and sales performance
and social selling tools. Vendors in this tier include Data.com, LinkedIn
analytics with deeper data integration, alert functions, and dashboard
for Sales, InsideView, and NetProspex.
presentation capabilities.
Cutting-Edge: Cutting-Edge Sales Intelligence Solutions push the
intelligence and analytics envelope to enable true sales-focused
business intelligence, contextual data analysis, and predictive analysis
for sales planning, sales lead development, and account retention.
Advanced relationship mapping allows sales operations to evaluate rep
performance, account strength, and lead quality in real time. Vendors in
this tier include Lattice Engines, IntroHive Squirro, and Skura.
SALES INTELLIGENCE SOLUTIONS LANDSCAPE SALES INTELLIGENCE SOLUTION STUDY 24

Table 1 describes the basic features and use cases of several vendors Evolution of the Landscape
within the Sales Intelligence category.
As an emerging and fast growing area of Sales Enablement, Sales
Intelligence Solutions are quickly maturing and expanding from simple data
collectors to deeply integrated, contextually based, predictive tools.

Expect the growth in Sales Intelligence to be focused around the

increasing real-time automation of intelligence with predictive analytics,
TABLE 1: SALES INTELLIGENCE VENDOR real-time relationship and connection mapping, and sales performance
SOLUTIONS LANDSCAPE evaluation.

Stage/Tier Features Primary Use Vendor

Utilizes public and/or premium data feeds and auto-list

Basic building based on filters to provide basic prospect and Company profiles, lists, sales lead data Hoovers, IKO Systems, Sales Fuel, Sales Quest
customer information to sales reps

Company, market & competitive intelligence; sales

Provides basic prospect and customer information to
contacts; lead qualification, scoring & sales opportu-
Standard sales reps and integrates with CRM/MA systems for Primary Intelligence, Sales-I, SalesLoft
nity management integrated with CRM & MA systems
ease of use, filtering and detailed analytics
for enhanced customer profiling

Company, market & competitive intelligence; lead

Correlates data to identify sales targets, evaluate
qualification, scoring and sales opportunity manage-
Comprehensive opportunities and provide social insights & selling Data.com, LinkedIn for Sales, InsideView, NetProspex
ment with real-time alerts; sales performance
tools
management and social selling

Includes a contextual data stream based on user

preferences, uses predictive analytics to suggest Comprehensive sales focused business intelligence;
Cutting-Edge behaviors and actions and maps relationship connec- contextual data and predictive analysis for sales plan- Lattice Engines, IntroHive, Squirro, Skura
tions to evaluate rep performance, account strength ning, sales lead development & account retention
and lead quality
ANALYST BOTTOM LINE SALES INTELLIGENCE SOLUTION STUDY 25

Analyst Bottom Line

A Sales Intelligence system is quickly becoming a central Companies looking to maximize and support the collection,
component of an effective Sales Enablement implementation. integration, analysis, delivery, and presentation of insights and
With Sales Intelligence integrated to the organization’s CRM and information to increase revenue should consider implementing
Marketing Automation infrastructure, companies have insights and a Sales Intelligence solution.
predictive analysis capabilities that will enable them to streamline
the sales cycle and create a richer customer experience.

Sales Intelligence systems that are carefully selected and properly

implemented have the ability to yield substantial results, including:

Improving the quality and accuracy of lead/prospect data to

support the sales cycle
Enhancing customer relationships for client retention/renewal
Identifying high value opportunities for account development
and expansion
Monitoring the sales team’s relationships with target companies/
customers to increase productivity and performance
THE EVOLUTION OF SHOPPER MARKETING SALES INTELLIGENCE SOLUTION STUDY 26
SALES INTELLIGENCE SOLUTION STUDY

SALES INTELLIGENCE
ACTION PLAN

Follow this simple, step-by-step methodology to develop a Sales Intelligence plan that increases sales,
builds customer insights, and grows brand awareness.
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 27

1 Evaluate

2 Review Evaluate Your Sales Intelligence Maturity

3 Develop Use our Sales Intelligence Maturity Assessment to evaluate

your organization’s current Sales Intelligence initiatives and
programs.
4 Understand

5 Request VIEW RESOURCE

6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 28

1 Evaluate

Understand The Roles Required For World

2 Review
Class Sales Intelligence
3 Develop
Evaluate the organizational impact of making the change from
your current systems and processes to a Sales Intelligence
4 Understand
solution.

Use our Sales Enablement Roles Matrix to review the company

5 Request roles, responsibilities, processes, and technology that may be
impacted by the change.

6 Identify

7 Select VIEW RESOURCE

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 29

1 Evaluate

2 Review Build a Sales Intelligence Plan You Can

Share With Stakeholders

3 Develop
Develop a solid plan and goals for the next 12-18 months for
your Sales Intelligence initiative with our Sales Intelligence
4 Understand
Strategy Scorecard.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 30

1 Evaluate

2 Review Discover and Research Key Sales Intelligence

Vendors
3 Develop
Review our Sales Intelligence Vendors Matrix to learn about the

4 Understand key vendors in the Sales Intelligence space, and to understand

which vendors may work best for your organization.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 31

1 Evaluate

2 Review Obtain Proposals From Your Short List of

Sales Intelligence Vendors
3 Develop
Request proposals from potential vendors to gather informa-
tion on products/services.
4 Understand
Use our Sales Intelligence System RFP Template to create a
standard proposal template for your organization.
5 Request

6 Identify
VIEW RESOURCE

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 32

1 Evaluate

2 Review Learn More About Your Potential Vendors’

Product and/or Service
3 Develop
After receiving RFPs from potential vendors, schedule and attend
product/service demos with 3-4 vendors to get an up-close-and-
4 Understand
personal view of their solutions.

Follow these best practices:

5 Request
Prioritize your requirements and use cases.
Send your use cases to vendor in advance of demo.
6 Identify
Define meeting length (max 1 hour) up front.
Don’t let vendor control the demo.
7 Select
Rate each vendor using a scorecard.
Have vendor demo their solution to your top use cases .
8 Strategize
Make list of key items that vendor doesn’t have clear answers for.
Set clear expectations around follow-up and timeframes.
9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 33

1 Evaluate

2 Review Find the Best Fit by Evaluating Vendors Using

Selection Criteria
3 Develop
Evaluate the 3-4 vendors at the top of your list with our Sales
Intelligence Vendor Evaluation Matrix in order to help you
4 Understand
make your selection.

5 Request

VIEW RESOURCE
6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 34

1 Evaluate

2 Review Follow Proven Best Practices to Sales

Intelligence Success
3 Develop
Develop an implementation strategy and communication plan
to roll-out the initiative across the organization and through your
4 Understand
channels.

Use our MarCom Plan Methodology to create your plan.

5 Request

MARKETING COMMUNICATIONS PLAN

Playbook & Toolkit

6 Identify
VIEW RESOURCE

7 Select
Follow this simple step-by-step playbook to create a marketing communications
plan that supports its marketing strategy.

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 35

1 Evaluate

2 Review Train Your Team About Sales Intelligence

3 Develop Develop an education and training plan for all affected personnel:
sales, marketing, operations, and channels.

4 Understand
SALES
TRAINING
Training Course S TA R T L E A R N I N G
5 Request

6 Identify

7 Select

8 Strategize

9 Train

10  Measure
ACTION PLAN SALES INTELLIGENCE SOLUTION STUDY 36

1 Evaluate

2 Review Track Key Sales Intelligence Metrics

3 Develop Measure and track the progress and results of your Sales Intel-
ligence initiative with our Sales Intelligence Metrics Dashboard.

4 Understand

VIEW RESOURCE
5 Request

6 Identify

7 Select

8 Strategize

9 Train

10  Measure
OUR SOLUTION STUDY METHODOLOGY SALES INTELLIGENCE SOLUTION STUDY 37

Our Solution Study Methodology

The Modern Marketing landscape is an ever changing, ever evolving Our Digital Marketing report series includes Solution Studies on:
environment in which new strategies, technologies, vendors, and
Content Marketing
products appear continually.
Configure, Price, Quote (CPQ)
Demand Metric Solution Studies provide marketers with a focus
on a specific technology solution set or focus area so that they are Customer Relationship Management (CRM)
armed with the knowledge, information, and tools they need to Email Marketing
develop effective strategies and action plans for their organizations.
Enablement Knowledge Management
Each Solution Study involves hours of analyst research, draws informa- Marketing Automation
tion from interviews with vendor executives and established vendor
Mobile Marketing
clients for a specific technology solution, and is usually accompanied
by a mini Tool-kit of practical resources. Public Relations

Solution Study Tool-kits are designed to provide marketers with the Sales Communication
tools & templates they need to plan for an initiative in a given focus Sales Intelligence
area, analyze the vendor landscape, and select the best vendor for
Social Media Marketing
their organization.
Video Marketing
ABOUT DEMAND METRIC SALES INTELLIGENCE SOLUTION STUDY 38

About Demand Metric

Demand Metric provides Agile Marketing software powered

by 1,000+ practical tools and resources to help our members
complete their work faster and with more confidence.

Our community of 125,000+ global members is composed of

CEOs and business owners, marketing consultants and agen-
cies, marketing executives and managers, and professionals
who specialize in: product management, marketing operations,
sales enablement, customer engagement, demand genera-
tion, content marketing, project management, account-based
marketing, and other disciplines.
VIEW WEBSITE
To learn more about Demand Metric, sign up for a free member-
ship at: www.demandmetric.com
THE EVOLUTION OF SHOPPER MARKETING SALES INTELLIGENCE SOLUTION STUDY 39

© Demand Metric Research Corporation.

All Rights Reserved.

www.demandmetric.com

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