CASE STUDY

Scaling an inside sales capability

INFORMATION TECHNOLOGY

Kensium Solutions wanted to generate sales-qualified leads quickly for their Magento service offerings in addition to building a scalable inside sales capability. Kensium’s prior attempt to establish an inside sales capability was unsuccessful due to an absence of outbound sales process, experience and resources.

RESULTS

+ Delivered 8 sales-qualified leads in six weeks, each with an opportunity to expand across multiple service lines

+ Defined an inside sales lead scoring and prioritization process in Salesforce.com

+ Research and contacted over 500 cold prospects from 200 companies in a three-month period, performing approximately 1,000 dials total

CHALLENGE

Promote Kensium as a premier Magento partner, differentiating them from the large community of Magento service providers while increasing overall brand awareness to support expansion objectives.

SOLUTION

We employed a high-velocity sales approach, embedding our inside sales team to perform outbound sales activities on behalf of Kensium and quickly fill the top of their sales funnel.

Our approach included establishing a target market and account list, conducting research on company contacts and determining the types of content needed to support the sales campaign.

"Symbiont Group was able to provide the people, processes and experience to rapidly deploy an inside sales engine and generate leads for us."

– Ted Stenstrom, Vice President, Client Engagement

Once accomplished, we created a series of four outbound emails to distribute the message to the target customers. Our inside sales team monitored who opened the emails and who clicked on the content links to prioritize follow-up. Follow-up phone calls further promoted Kensium’s value proposition, determined a prospect’s need and set up meetings.

Kensium leveraged our inside sales team’s experience to help shape and adjust the campaign’s messaging based on the audience and what did or didn’t resonate with them throughout the campaign.

"They were able to effectively and successfully engage with us as a true extension of our Client Engagement and Sales teams, and we look forward to expanding our relationship coming out of our initial pilot program experience.”

– Ted Stenstrom, Vice President, Client Engagement

We were also able to define an inside sales lead scoring and lead prioritization process in Salesforce.com. By creating dashboards and tracking individual lead stages, we gave Kensium the insight they needed to prioritize leads and scale their inside sales capability.