Sales Intelligence Solution Study

1. Sales Intelligence Solution Study Sales Intelligence: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Clare Price, VP Research With: Kristen Maida, Research Analyst April 2014

2. 3 4 5 7 9 15 Executive Summary What is Sales Intelligence? Benefits of Sales Intelligence The Sales Intelligence Solutions Landscape Sales Intelligence Deployment Lifecycle Vendor Selection Criteria 20 21 22 About the Research Analysts Our Solution Study Methodology About Demand Metric 17 19 Action Plan Analyst Bottom Line Table of Contents 3 4 5 7 9 15 Executive Summary What is Sales Intelligence? Benefits of Sales Intelligence The Sales Intelligence Solutions Landscape Sales Intelligence Deployment Lifecycle Vendor Selection Criteria 20 21 22 About the Research Analysts Our Solution Study Methodology About Demand Metric 17 19 Action Plan Analyst Bottom Line Table of Contents

3. EXECUTIVE SUMMARY Sales Intelligence: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each key stage of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on the rapidly growing function of Sales Intelligence. We distinguish Sales Intelligence from other types of data, metrics or analytics including marketing analytics and business intelligence (BI). Sales Intelligence, also referred to as CRM Intelligence, is information used to accelerate the sales process and to improve the performance and productivity of the sales team. The insights and analysis presented in this report are given to provide marketers with a comprehensive understanding of the Sales Intelligence landscape. This Solution Study will cover:  Definition of the Solution  The Benefits of the Solution  The Sales Intelligence Solutions Landscape 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 Deployment Lifecycle  Vendor Selection Criteria  Action Plan & Toolkit EXECUTIVE SUMMARY Sales Intelligence: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each key stage of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on the rapidly growing function of Sales Intelligence. We distinguish Sales Intelligence from other types of data, metrics or analytics including marketing analytics and business intelligence (BI). Sales Intelligence, also referred to as CRM Intelligence, is information used to accelerate the sales process and to improve the performance and productivity of the sales team. The insights and analysis presented in this report are given to provide marketers with a comprehensive understanding of the Sales Intelligence landscape. This Solution Study will cover:  Definition of the Solution  The Benefits of the Solution  The Sales Intelligence Solutions Landscape 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 Deployment Lifecycle  Vendor Selection Criteria  Action Plan & Toolkit

4. Sales Intelligence, also referred to as CRM Intelligence, is information used to accelerate the sales process and to improve the performance 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. At Demand Metric, we define a Sales Intelligence Solution as comprising the strategies, processes, technologies and tools that support the collection, integration, analysis, delivery and presentation of insights and information that increase sales. Figure 1 highlights the five key components of Sales Intelligence mentioned above. WHAT IS SALES INTELLIGENCE? © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence Components Presentation Delivery Collection Integration Analysis Figure 1: Sales Intelligence Components Sales Intelligence: Insights, Landscape & Vendor Analysis Sales Intelligence, also referred to as CRM Intelligence, is information used to accelerate the sales process and to improve the performance 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. At Demand Metric, we define a Sales Intelligence Solution as comprising the strategies, processes, technologies and tools that support the collection, integration, analysis, delivery and presentation of insights and information that increase sales. Figure 1 highlights the five key components of Sales Intelligence mentioned above. WHAT IS SALES INTELLIGENCE? © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence Components Presentation Delivery Collection Integration Analysis Figure 1: Sales Intelligence Components Sales Intelligence: Insights, Landscape & Vendor Analysis

5. 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 Before a sale, Sales Intelligence:  Improves prospecting in the following areas:  List Generation  Contact Profile Creation  Company/Contact Research  Increases the quality/quantity of leads  Improves sales team knowledge of prospects, accounts, territories and markets  Increases the accuracy of data in sales (CRM) systems  Identifies new sales opportunities  Automates the flow of external information and integrate social selling insights to prepare for the call Benefits During the Sale During a sale, Sales Intelligence:  Leverages professional networks for relationship building  Aligns responses and calls with prospect activity  Increases engagement with relevant information via social insights BENEFITS OF SALES INTELLIGENCE © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis 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 Before a sale, Sales Intelligence:  Improves prospecting in the following areas:  List Generation  Contact Profile Creation  Company/Contact Research  Increases the quality/quantity of leads  Improves sales team knowledge of prospects, accounts, territories and markets  Increases the accuracy of data in sales (CRM) systems  Identifies new sales opportunities  Automates the flow of external information and integrate social selling insights to prepare for the call Benefits During the Sale During a sale, Sales Intelligence:  Leverages professional networks for relationship building  Aligns responses and calls with prospect activity  Increases engagement with relevant information via social insights BENEFITS OF SALES INTELLIGENCE © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis

6.  Tracks customer/prospect level of engagement  Automates the flow of external information and integrates social selling insights to nurture the opportunity  Identifies upsell/cross sell opportunities 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 © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis  Tracks customer/prospect level of engagement  Automates the flow of external information and integrates social selling insights to nurture the opportunity  Identifies upsell/cross sell opportunities 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 © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis

7. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development.

8. OUR SOLUTION STUDY METHODOLOGY The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on:  Enablement Knowledge Management  Configure, Price Quote (CPQ)  Sales Intelligence We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis  Customer Relationship Management (CRM)  Marketing Automation (MA)  Sales Communications Tools OUR SOLUTION STUDY METHODOLOGY The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on:  Enablement Knowledge Management  Configure, Price Quote (CPQ)  Sales Intelligence We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report © 2014 Demand Metric Research Corporation. All Rights Reserved. Sales Intelligence: Insights, Landscape & Vendor Analysis  Customer Relationship Management (CRM)  Marketing Automation (MA)  Sales Communications Tools

9. © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today! © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today!