Sales and Marketing Operations Outsourcing Case Study

Sales and Marketing Operations Outsourcing Case Study

by | Apr 10, 2015

Sales and Marketing Operations Outsourcing

Sales and Marketing Operations Outsourcing

The Challenge

Management Consulting and Industrial Engineering Professional Services firm spun out of Fortune 250 Company and hit $4M in annual revenue within 18 months.   The principals were mired in a cycle where they would sell, service and then need to start pipe from scratch.  Over next 4 years they hired 3 enterprise reps with Rolodex’s and landed one additional deal outside their own network and remained flat at $4M.  Sales cycle for enterprise deals was over 360 days for initial engagement of $20K to $50K, deals then scale to $250K – $500K in year two and $1M plus in year three.  To inject new revenue stream with shorter sales cycle company acquired a smaller practice with entry level solution and sales for that product line also remained flat.

Selling To: Fortune 1000 and Privately Held  Manufacturers’ SVPs and VPs of Supply Chain, Operations, Head of Engineering and Energy Manager

The Solution

  • Sales Consulting and Inside Sales – Scripted,  created content and created an inside sales process for entry level solution.  Took inbound leads from existing telemarketing partner, qualified, engaged and closed.
  • Sales Consulting – Simultaneously worked with client to create a repeatable high velocity sales process, ideal customer profile and collateral for enterprise professional service engagement.
  • Lead Generation Outsourcing – Client migrated telemarketing to Gabriel Sales for enterprise deals as entry level product sales transitioned back to business unit.
  • Digital Content Production and Digital Sales Execution –  Cloned the sales process for Top Producers for enterprise deals with video,  webcasts, blog and success stories.
  • Outsourcing Inside Sales and Marketing Operations – Gabriel Sales took over all lead generation, database management, software implementation and management of  direct marketing efforts to target, engage, qualify and nurture enterprise prospects.
  • Outsourced Sales Staffing – Staff a blended team of lead gen rep, inside rep and senior enterprise sales rep to manage the logistics and close of deals.

The Results

First 180 days

  • 4 entry level new business clients closed from with inside reps eliminating prior sales process which required extensive travel and face to face meetings.
  • Put 6 enterprise deals in the sales pipe.

Second 360 days

  • 3 additional entry-level deals
  • 8 enterprise deals closed
  • Internet Marketing Technologies scoped and implemented and blog launched
  • 4 enterprise deals moved to upsell
  • Sale collateral digitized in webcast, blog, video and customer testimonials
  • Nurturing database of 2000 plus decision makers created and marketing automation implemented.

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Network SaaS Security Software Lead Generation and Qualification

by | Nov 14, 2011

Outsourcing Lead Generation and Lead Qualification for Network SaaS Security Software

The Challenge

A Series A funded network security risk and policy compliance software had multiple channel partners.  After two solid years channels were becoming less productive and growth was slowing.  Company made strategic decision to build a direct telemarketing and inside sales team to; decrease its reliance on the channel, increase its support of the channel,  target key verticals in Fortune 1000, and understand it’s sales ratios and direct sales business model prior to Series B round to increase valuation for founders.

Selling To: IT Directors,  Network Engineers, IT Managers,  CTOs  for Mid-Market Inbound Leads and Network Security Directors, Network Engineers and IT Directors for Outbound Telemarketing to Fortune 1000.

The Solution

  • Targeting Strategy – Crafted a go-to-market plan to target market.
  • Content production- Created early stage content and screencast demos of the the product to streamline buyer education
  • Outsourcing Lead Qualification – Staffed part time inside sales rep to qualify inbound leads and manage logistics of the sale.
  • Outsourcing Lead Generation – Staffed part time telemarketer targeting Temporary Sales Staffing – Gabriel Sales staffed temporary staff to make 10,500 follow up calls to 1500 inbound leads.
  • Marketing Operations Outsourcing – Took over Direct Marketing and Nurturing.
  • Sales Analysis and Consulting – Identified pipe velocity ratios and top market pains.

The Results

  • Lead Gen Rep made 3200 outbound calls to 49 Appointments – resulting in 11 Sales Qualfied Leads including 7 Fortune 200 Companies.
  • Built additional Nurturing Database of 2300.
  • Identified top 7 pains in the market.
  • Produced 7 short videos integrating company pitch with product demos addressing specific pains.  Established distribution platforms.
  • Integrated digital content into the sales process removing the requirement of the product specialist in the sales process until both the technical and business qualification of the prospect was complete.  This saved company one full day a week of products specialist time.
  • Company was acquired post execution of Gabriel Sales pilot program.  Sales pipeline, analysis and insights were leveraged in final negotiations.

 

We Are Passionate About Helping Entrepreneurs Committed to Sustained Sales Growth 

 

We Specialize in Building Outbound Marketing Engines To Consistently Fill Your Funnel with Real Sales Opportunities 

 

Contact our team and evaluate in detail if our solution can help drive your success and remove barriers to growth.

 

 

 

 

Marketing Consulting and Outsourcing for Fortune 500 Companies

by | Nov 14, 2011

Marketing Consulting & Outsourcing for a Security Middleware and Hardware Company

The Challenge

A Fortune 500 hardware and software provider was launching a new security middleware solution. Two divisions were merging. Sale was very complex requiring the participation of product specialists and a great deal of buyer education. Company was integrating a marketing automation platform and needed to establish marketing work flows and set baseline call metrics as part of implementation. Additionally company wanted to test scripts and messages without disrupting the existing inside sales team.

Selling To: Directors of Security, IT Directors and Database Architects following up on inbound leads from 3 media campaigns

The Solution

  •  Temporary Sales Staffing – Gabriel Sales staffed temporary staff to make 10,500 follow up calls to 1500 inbound leads.
  • Sales Consulting – Gabriel Sales tested multiple scripts, content and messages.
  • Sales Pipe Analysis – Tested a 7 call campaign (vs. previous 3 call campaign) and measured the result of every call.
  • Lead Scoring – Scored 3 sources of inbound leads for value by vertical and decision maker type.
  • Document Process – Documented all calls with verbatim and audio recordings.

The Results

  • Inbound lead performance lift from Marketing Qualified to Sales Qualified of 35% with 2 additional calls in sales process.
  • Profiled 1,200 accounts for future lead nurturing.
  • Scored most successful messages and business pains for educational content focus to reduce involvement of product specialists early in sales cycle.
  • Recommended increasing outbound follow up from 3 calls to 5 calls for optimal return on marketing investment
  • Scored 3 lead sources by vertical and decision maker type to increase the performance of future media buys
  • Process Transitioned – Scripts and process transitioned to existing sales team at end of engagement.
  • Were able to test without disrupting existing staff during the reorganization.

 

We Are Passionate About Helping Entrepreneurs Committed to Sustained Sales Growth 

 

We Specialize in Building Outbound Marketing Engines To Consistently Fill Your Funnel with Real Sales Opportunities 

 

Contact our team and evaluate in detail if our solution can help drive your success and remove barriers to growth.

 

 

 

 

Inside Sales Outsourcing Technology

by | Nov 13, 2011

Inside Sales Outsourcing and Sales Consulting for Technology Sales

The Challenge

A privately funded start-up company addressing Sarbanes Oxley compliance was facing better funded competitors. Series A funding required that sales process was documented with pipeline velocity ratios so potential investors could understand dollars in and dollars out. Senior Enterprise Sales Executive did not have the experience or the time to build and inside sales team and simultaneously close business.

Selling To: Publicly Traded Companies CFO, Corporate Compliance Officer, Audit Committee Chair Board of Directions

The Solution

  • Sales Strategy Consulting and New Product Launch-Gabriel Sales creates a target database, develops value propositions and tests multiple decision makers and and verticals targeting 800 companies and 2400 decision makers.
  • Sales Process Consulting-VM scripts, cold call scripts, value propositions and qualifying questions are created and finalized.  Metrics and ratios for forecasts and quotas were created.
  • Outsourcing Business Acquisition-Every prospect contact measured as value proposition is defined and product is priced.

Results

  • Gabriel Sales closed 32 Web ASP clients with 2-year annual subscription at a monthly cost of $1500 to $3000
  • Identified and closed 2 beta enterprise software clients
  • Fully documented entire sales methodology and infrastructure
  • Transitioned team to client for internal management
  • Assisted in recruiting and transitioning team and process to internal full time VP of Sales

 

We Are Passionate About Helping Entrepreneurs Committed to Sustained Sales Growth 

 

We Specialize in Building Outbound Marketing Engines To Consistently Fill Your Funnel with Real Sales Opportunities 

 

Contact our team and evaluate in detail if our solution can help drive your success and remove barriers to growth.

 

 

 

 

Outsourcing Sales and Lead Generation for Offshore Call Center

by | Oct 20, 2011

Divi Case Study

The Challenge

Principals in Latin American Call Center Company servicing all of South America, Central America and Spain were shopping their company. Organization needed to penetrate the US Market (brand awareness) and close at least 1 deal with the Fortune 500 to increase valuation.  Maintaining profitability was critical to 3 year exit strategy, contracted brokers were not generating necessary business but founders did not want to invest heavily in building US sales operations.

Selling to: VP Ops, Marketing and Customer Service, COO and CFO

The Solution

  • Outsourcing Lead Generation – Gabriel Sales dedicated telemarketer and inside sales representative to target 200 key Fortune 500 companies
  • Outsourcing New Business Acquisition – As prospects were identified, Senior Sales Executive managed the development and closing of business.
  • Senior Sales Executive remained involved in account management role until initial SLA’s were met and long term contracts were signed

The Results

  • Closed and scaled 2 Fortune 500 deals in 2 years
  • One Fortune 500 client scales to $4M in annual revenue in first 24 months exceeding businesses available capacity
  • Organization acquired at end of Gabriel Sales engagement

 

We Are Passionate About Helping Entrepreneurs Committed to Sustained Sales Growth 

 

We Specialize in Building Outbound Marketing Engines To Consistently Fill Your Funnel with Real Sales Opportunities 

 

Contact our team and evaluate in detail if our solution can help drive your success and remove barriers to growth.

 

 

 

 

Sales Outsourcing for an Online Technology Publisher

by | Oct 20, 2011

Outsourcing Sales and Outsourcing Lead Generation for Online Technology Publisher

The Challenge

Sales were flat with core offering static or in decline as target decision makers were being flooded with a wave of new products and solutions. Sales Team had slipped into complacency as account managers focused on servicing existing accounts reselling same products and services. Through attrition existing team did not know how to generate new business (no entrepreneurial spirit).

Selling To: VPs, Product Managers and Directors of Marketing in Mid-Market

The Solution

  • Sales Process Consulting – GS identified gaps in the business operations, human resources and training necessary to produce individual and organizational SWOT analysis.
  • Sales Consulting – Gabriel Sales crafted an Ideal Customer Profile and conducted existing client interviews to discover and recommended areas for 3 new service and product offerings.
  • New Product Launch and Outsourcing Lead Generation  – Gabriel Sales targeted 1200 new companies hitting Ideal Customer Profile
  • Outsourcing New Business Acquisition – Staffed Inside Sales Rep to close package deals and to sale qualify and set appointment for larger opportunities.

The Results

  • 2 of 3 new product offerings gained traction producing one business unit generating 300K in revenue annually at a 50% margin and a second unit generating 500K annually at a profit margin of 21%.
  • Priced, scripted and created marketing material for new products offers. Once methodology and offers built set quotas, forecast and trained existing sales force in new solutions without disrupting their workload.
  • Re-invigorated – 6 existing clients once re-engaged with a customer centric and solutions based sales approach increased annual revenue engage 2X

 

We Are Passionate About Helping Entrepreneurs Committed to Sustained Sales Growth 

 

We Specialize in Building Outbound Marketing Engines To Consistently Fill Your Funnel with Real Sales Opportunities 

 

Contact our team and evaluate in detail if our solution can help drive your success and remove barriers to growth.