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Sales Adoption and Beyond: Revenue Team Alignment with Account Insights at the Core
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Professional Service
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- System Integration
- Training
The Challenge
OneSource Virtual faced several challenges in their sales and marketing processes. They had a limited Total Addressable Market (TAM), which meant that every account received the same marketing messages, leading to contact message fatigue and poor quality of CRM contact data. Additionally, there was a lack of understanding of account stage progression. The marketing and sales teams were disjointed, with marketing-generated leads (MQLs) not being viewed as relevant by the sales team. The company also struggled with Account-Based Marketing (ABM), as they were unsure who to target within their small TAM and whether they were too small to run ABM successfully. Sales teams did not understand how to define targets or what to do with them.
About The Customer
OneSource Virtual (OSV) is a leading global Business Process as a Service (BPaaS) provider specializing in Workday services and software. With over 13 years of experience, OSV assists Workday customers with a wide range of services, from deployment to maintenance and payroll. The company boasts a customer base of over 900 clients and employs approximately 1,000 individuals dedicated to meeting their customers' needs. OSV is recognized for its expertise in Workday solutions and its commitment to providing comprehensive support to its clients.
The Solution
To address these challenges, OneSource Virtual decided to implement 6sense, a predictive analytics and account engagement platform. The decision-making process involved evaluating options, conducting demos, and engaging the sales team. The sales team responded positively to the 6sense purchase, leading to the CEO's agreement to buy the platform. The implementation of 6sense included functionality training, meetings, and more training sessions to ensure the sales team was well-versed in using the platform. Small wins in the first six months, such as marketing-generated opportunities not in the 2021 target list of accounts and re-engaging contacts that had gone dark, led to increased engagement. The company also leveraged other tools like CRM, Marketing Automation Platform, Google Analytics, and Power BI to enhance their data-driven approach at various levels, including sales regions, account levels, product levels, and executive leadership team (ELT) levels.
Operational Impact
Quantitative Benefit
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