WEBINAR B2B Inside Sales: “Inside” Or “Out” — That Is The Question Peter O’Neill, VP, Research Director Mary Shea, Principal Analyst January 7, 2016. Call in at 10:55 p.m. Eastern time

Welcome 2016!

Upcoming research January 2016 May The Force Of The Millennials Be With You! In December of 2015, Millennials surpassed Baby Boomers as the nation’s largest living generation. As the job market becomes filled with employees born from the 1980s and onwards, go-to-market organizations will increasingly be comprised of Millennials holding inside, field, and sales management positions. This brief looks at management best practices, innovative training methods, and new sales enablement tools — all designed to increase productivity and provide job satisfaction for the Millennial sales force. 2016 B2B Budget Plans Show It’s Time For A Digital Wake Up Call A greater proportion of the buyer’s journey has shifted to the digital world, and the B2B marketing mix isn’t keeping pace. Marketers must put 2016 budgets to work shifting interactions seamlessly between the digital and physical context to engage more digitally sophisticated customers. This report shows why B2B marketers must refocus historical communications, promotion, and demand generation activity on turning the enterprise toward the customer and creating more engaged customer relationships that derive new insight from each encounter.

Upcoming research January 2016 March 2016 Understanding The Performance Levers In Your Lead-To-Revenue System In study after study, B2B marketers are demonstrating their commitment to measuring and reporting on revenue performance metrics. To truly optimize revenue performance, B2B marketing executives need to optimize the drivers of performance. This report introduces a technique borrowed from the discipline of results- based management — results chain analysis — which you can use to identify drivers of your marketing results. With insight into the “cause and effect” of marketing success, you have the insight to optimize lead-to-revenue performance on an ongoing basis. March 2016 Vendor Landscape: Sales Enablement Automation Solutions This report will profile nearly 20 vendors in the sales enablement automation platform marketplace, focusing on how they support Forrester’s Sales Enablement Execution Goals, integrating with CRM, SFA, and marketing automation solutions, and providing basic vendor information. Logo Founded – 1991 Private No recent funding since 2005 (6.9M)

Inside sales is becoming more vital “The growth of inside sales as a profession has outpaced that of field sales by 15 to 1 in the last three years.” Source: Ken Krogue, “What Is Inside Sales? The Definition Of Inside Sales,” Forbes, February 26, 2013

Agenda The changing role of inside sales Outsourcing: approaches and considerations Service provider overview Best practices for maximizing program results Amp up your pipeline with partnerships! Q & A

The changing role of inside sales Image source: VorsightBP (http://vorsightbp.com/)

The changing role of inside sales

From cold calling to enabled outreach

Cold calling 2.0 emerges This process was built on the premise that building a sales machine that creates ongoing predictable revenue takes predictable lead generation, a sales development team that bridges the gap between marketing and sales, and consistent sales systems. Endnote 6 Source: Aaron Ross, Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com

More communication channels create more noise “In the past two years, there has been a return to cold calling. The transparency to get to the right person, through various data sources and social media, has made it really easy. Email marketing tactics became spam, so reps needed the phone to go outbound. Now buyers are used to being called again, and they know what a good call sounds like.” — David Stillman, CEO of Vorsight Endnote 6

Cold calling evolves again The traditional way of cold calling is dead. The amount of information that is available allows reps to identify the right segments and personas before making a call. Cold calling now includes the best elements of inbound and outbound marketing. “Now prospects feel that they have been waiting for the inside sales rep by the time they actually connect.” — John Tran, senior director of CAD Cornerstone OnDemand

Forrester defines intelligent outreach An informed and personalized way of engaging in a multichannel seller-initiated dialogue whereby the seller conveys a clear understanding of the buyer’s role, professional experience, and affiliations, while successfully educating the buyer on the relevancy of the seller’s product or service for the buyer’s role and/or organization. Endnote 6

From cold calling to intelligent outreach Source: Forrester’s January 2016 report “B2B Inside Sales: “Inside Or Out?” Is The Question”

Poll Does inside sales at your company report in to marketing or sales? Do you see inside sales at your company playing a more significant role in your 2016 go-to-market strategy?

Outsourcing: approaches and considerations

Different approaches An inside-only approach requires a strong manager. A fully outsourced approach is rare. A hybrid approach is most common. “Half of the leads we sent them, we wouldn’t have followed up on. We gambled a bit, and it turned out they performed quite well. Within three months of initiating the partnership, we closed $175,000 and grew the pipeline to $2 million all generated from lower-quality leads outsourced to ConnectAndSell.” — Kevin Bobowski, VP of demand generation, ActOn

When to consider outsourcing Solve problems. Drive revenue. Address missed targets. Tackle hard-to-reach markets. Handle inability to hire fast enough. Address lack of skills to manage. Accelerate pipeline growth. Support product launch. Cover lead overflow. Fill event seats. Source: Forrester’s January 2016 report “B2B Inside Sales: “Inside Or Out?” Is The Question”

Service provider overview

Service provider overview Endnote 6 Source: Forrester’s January 2016 report “B2B Inside Sales: “Inside Or Out?” Is The Question”

Service provider overview Endnote 6 Source: Forrester’s January 2016 report “B2B Inside Sales: “Inside Or Out?” Is The Question”

Best practices for maximizing program results Negotiate a strong deal for your needs. Lock down your internal processes. Avoid meeting oversaturation. Push back on SDR churn. Align expectations on metrics and timing. Be prepared to commit time and resources. Have a strong internal project manager. Engage with your provider team as if they are an extension of your own team.

Amp up your pipeline with partnerships! Analyze early-stage selling activities. Conduct a thorough partner evaluation. Learn from your partner. Invest in inside sales.

Q & A

Mary Shea 312-802-7886 mshea@forrester.com @sheaforr Peter O’Neill +49-69-95929839 poneill@forrester.com @poneillforr