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Better Together: How Integrating Your Sales Tools Can Accelerate Sales Performance

This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.

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Better Together: How Integrating Your Sales Tools Can Accelerate Sales Performance

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  1. Better Together: How Integrating Your Sales Tools Can Accelerate Sales Performance Table of Contents Introduction Executive Summary The Sales Process Sales Tool Inventory Sales Tool Integration Importance, Satisfaction and Challenges with Tools Impact of Tool Integration on Revenue Analyst Bottom Line Acknowledgements Appendix: Survey Background 3 5 7 10 14 20 23 27 29 31

  2. Introduction HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE Introduction HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE

  3. This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes. B2B sales and marketing professionals are very aware of the presence of organizational silos. They know that when they exist, they work against alignment and impede success. Sales tools can also exist in silos, with no integration or awareness of complementary tools that are part of the technology stack. This study’s goal was to determine if sales tools work better when they are integrated with each other and participate fully in the technology stack that supports marketing and sales. To find out if integration matters, CallidusCloud and Demand Metric part- nered to field a survey and ask marketing and sales professionals about the current state of tool integration, and what benefits come when tools are integrated. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel. HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | INTRODUCTION 4Sales Tools Integration This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes. B2B sales and marketing professionals are very aware of the presence of organizational silos. They know that when they exist, they work against alignment and impede success. Sales tools can also exist in silos, with no integration or awareness of complementary tools that are part of the technology stack. This study’s goal was to determine if sales tools work better when they are integrated with each other and participate fully in the technology stack that supports marketing and sales. To find out if integration matters, CallidusCloud and Demand Metric part- nered to field a survey and ask marketing and sales professionals about the current state of tool integration, and what benefits come when tools are integrated. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel. HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | INTRODUCTION 4Sales Tools Integration

  4. Executive Summary HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE Executive Summary HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE

  5. Almost 90 percent of this study’s participants were from primarily B2B or mixed B2B/B2C organizations, with two-thirds reporting revenue growth during the past fiscal year. The respondents come from a diverse set of industries, with the largest segment coming from the technology sector, with a sizeable segment also in financial services/insurance. About one-fourth of the organizations in the study have less than five full-time sales representatives, and over 10 percent have 500 or more. Just over 40 percent of the study participants come from companies with less than $10 million in annual revenue, while 14 percent are with firms reporting revenues of $500 million or more. The sales cycle length for organizations in this study aver- aged 8.2 months. Sales tools in the customer experience monitoring/feed- back category topped the list of tools in use. 28 percent of study respondents use just a single category of sales tool, while just over 15 percent are using five or more of the tool categories. Integration between sales tools has a big impact on sales process effectiveness: it is almost seven times greater when there is significant to complete integration between tools. Achieving better alignment between sales and marketing was the top motivator for sales tool integration. Time, resource or staffing constraints was the top barrier to integration between sales tools, cited by 83 percent of study participants. Tools that don’t support integration was the top barrier to integrating tools with CRM, cited by 60 percent of study participants. The top two challenges in the use of sales tools both relate to integration. By almost 30 percentage points, significant or complete integration between sales tools makes revenue significantly easier to generate. HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | EXECUTIVE SUMMARY 6Sales Tools Integration This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. The analysis of this study’s data provides these key findings: Almost 90 percent of this study’s participants were from primarily B2B or mixed B2B/B2C organizations, with two-thirds reporting revenue growth during the past fiscal year. The respondents come from a diverse set of industries, with the largest segment coming from the technology sector, with a sizeable segment also in financial services/insurance. About one-fourth of the organizations in the study have less than five full-time sales representatives, and over 10 percent have 500 or more. Just over 40 percent of the study participants come from companies with less than $10 million in annual revenue, while 14 percent are with firms reporting revenues of $500 million or more. The sales cycle length for organizations in this study aver- aged 8.2 months. Sales tools in the customer experience monitoring/feed- back category topped the list of tools in use. 28 percent of study respondents use just a single category of sales tool, while just over 15 percent are using five or more of the tool categories. Integration between sales tools has a big impact on sales process effectiveness: it is almost seven times greater when there is significant to complete integration between tools. Achieving better alignment between sales and marketing was the top motivator for sales tool integration. Time, resource or staffing constraints was the top barrier to integration between sales tools, cited by 83 percent of study participants. Tools that don’t support integration was the top barrier to integrating tools with CRM, cited by 60 percent of study participants. The top two challenges in the use of sales tools both relate to integration. By almost 30 percentage points, significant or complete integration between sales tools makes revenue significantly easier to generate. HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | EXECUTIVE SUMMARY 6Sales Tools Integration This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. The analysis of this study’s data provides these key findings:

  6. Acknowledgements HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE Acknowledgements HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE

  7. Demand Metric is grateful to CallidusCloud for sponsoring this research, and for those who took the time to complete the study survey. HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | THE SALES TOOLS INTEGRATION 30Acknowledgements About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 90,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. About CallidusCloud CallidusCloud is the global leader in cloud-based sales, marketing, learning, and customer experience solutions. CallidusCloud enables organizations to accelerate and maximize their lead to money process with a complete suite of solutions that identify the right leads, ensure proper territory and quota distribution, enable sales forces, automate configure price quote, and streamline sales compensa- tion — driving bigger deals, faster. Over 5,000 organizations, across all industries, rely on CallidusCloud to optimize the lead to money process to close more deals for more money in record time. http://www.calliduscloud.com/about-us/ Demand Metric is grateful to CallidusCloud for sponsoring this research, and for those who took the time to complete the study survey. HOW INTEGRATING YOUR SALES TOOLS CAN ACCELERATE SALES PERFORMANCE | THE SALES TOOLS INTEGRATION 30Acknowledgements About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 90,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. About CallidusCloud CallidusCloud is the global leader in cloud-based sales, marketing, learning, and customer experience solutions. CallidusCloud enables organizations to accelerate and maximize their lead to money process with a complete suite of solutions that identify the right leads, ensure proper territory and quota distribution, enable sales forces, automate configure price quote, and streamline sales compensa- tion — driving bigger deals, faster. Over 5,000 organizations, across all industries, rely on CallidusCloud to optimize the lead to money process to close more deals for more money in record time. http://www.calliduscloud.com/about-us/

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