Sales intelligence has given sellers never before seen knowledge into prospective customers. G2 Crowd defines sales intelligence software as, ” Software that helps companies use internal and external data to increase sales and improve sales processes. Companies use sales intelligence software to improve the quality and quantity of sales leads by using data to find new opportunities and provide salespeople with the information they need to take advantage of them.” The returns on this functionality are amazing with sellers realizing 27% of their day returned to them in the form of efficiency. Most platforms provide the following level of detail – usually inside of CRM
- Company: firmographics, social media links, business descriptions, and recent news stories
- Contacts: Title, location, email, and phone.
- Competition: Similar Companies based on industry
- Technologies: Products for complementary and competitive targeting
But sales intelligence has become somewhat of a commodity. Just check out the 50 companies claiming to provide this type of data on G2 Crowd. In this list you will find niche players, predictive analysis tools, account based selling platforms, and even Artificial Intelligence bots; all important in their own way but lacking in one specific component – your customer insights.
Customer Insights are quantitative and qualitative details into your Closed Won Opportunities. As an example – the quantitative details are amount, location, industry, source, product, buying committee, and competitors. The qualitative details are the sellers’ insights into what worked and how it was done or the narrative. These details consist of the product highlights, the buyer messaging, and the competitive positioning used to win this particular account.
By asking for these details from the sellers when they want to share them – directly after the sale – these great Win Stories are incorporated into the tribal knowledge of the sales force and help shape the next big win. But these little selling nuggets need to be incorporated into the overall context of the sales intelligence software to provide optimal results. These details need to be held up as a scoring model for the sales intelligence software when providing data such as company, contacts, and technologies.