Our Client

As a leading provider of advanced market intelligence, InsideView helps companies transform their go-to-market strategy with a focus on targeted accounts. Their platform offering includes targeted data solutions geared to solve challenges facing executives, operations, sales, and marketing.

Through technology-driven data aggregation and validation, the InsideView platform helps sales and marketing teams identify, qualify, and engage quickly by targeting intelligence through data, insights and connections to make every business conversation tailored and relevant.

 The Challenge

InsideView’s global sales organization had a challenge — how to maintain the revenue velocity of their inbound-lead, small business sales team, while adding targeted account pursuit for the larger, more strategic enterprise deals. In the enterprise customer pursuit, buyer groups were prevalent, across multiple personas in sales, marketing, and operations.

They knew they needed a strong and orchestrated sales development approach. Like most companies in Silicon Valley, the competition for sales development representatives (SDRs) was high, and turnover was ongoing challenge. Ultimately, InsideView was looking for additional resources to help them achieve higher year-over-year (YoY) revenue and growth goals.

With sights set on fairly aggressive revenue growth, InsideView actively looked for a third-party partner to benchmark metrics and sales productivity against their internal team to determine whether an outsourcing strategy could result in improved inside sales efficiency.

The Solution

Putting their plan into action, InsideView partnered with Televerde. What started as a pilot quickly became an ongoing relationship.

The Televerde SDR responsibilities were to prospect into target accounts, engage with multiple personas, work in selling teams, and generate pipeline in four distinct ways:

  • Develop outreach strategies for new prospects, breaking into new accounts to drive pipeline creation
  • Increase account engagement and upsell by partnering with sales/CSMs on customer outreach campaigns
  • Qualify inbound leads, booking demos and meeting to develop pipeline for sales
  • Execute special projects like competitive take-out and ex-customer win-back 

Along with people and processes, the right technology enabled SDR success at different stages. InsideView used Salesforce as an account, contact, and lead repository. Outreach assisted in day to day sales activities through sequences, templates, and the ability to monitor content engagement. Highspot was leveraged as a content repository so SDRs know what content to use for each persona and sales stage. InsideView’s own solutions were a reliable resource to help the SDRs enrich leads, uncover account and contact information, build lists, and do account research.

Initially, the SDR team resided under the sales function but by moving it to marketing, it allowed for tighter integration with the account-based pursuit. SDRs provided useful and timely feedback on demand generation campaigns — messages and tactics.  After a rapid ramp period, Televerde’s SDRs delivered highly qualified sales opportunities while following InsideView’s ABM flow. This ABM nurture stream ensures that the SDRs provide an engaging and personalized experience through multiple channels.

The diagram below is an example of the InsideView’s high-touch SDR workflow over the first 60 days of program.

The Results

By partnering with Televerde and implementing the account-based approach, InsideView has generated 3x pipeline in target accounts, in addition to higher customer retention.

Today, InsideView has a blended model, with internal/employee SDRs in addition to the Televerde team. This allows InsideView to “load balance” the team, promoting employee SDRs into sales roles as quickly as they are ready, and being able to “turn up” their reliance on Televerde very quickly to backfill those positions.

Additional benefits of an ABM approach powered by technology have shown decreased ramp time, high energy. and extreme dedication from their team. “Televerde has been an integral piece in enabling us to successfully execute an ABM approach,” says Tracy Eiler, InsideView’s CMO. “ We’re able to measure our success at each stage of the funnel and see the continuous value our Televerde SDRs bring to our internal team. Our sales teams would not be as successful without them, especially in the enterprise.”

“Televerde is a critical part of our team. They help us to be agile, scalable, and efficient — giving us so many more options for improving our marketing and sales velocity.”

– Tracy Eiler, Chief Marketing Officer, InsideView

 

We’ve got a track record of success