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This VP Sales Increased Close Rates 10% Across 70 Reps — Here’s How
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Food & Beverage
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
The Challenge
TouchBistro had built a strong inbound lead generation program. However, converting those leads remained elusive. The SDR team needed to convert more inbound inquiries into sales opportunities, but they didn’t know what was happening during SDR conversations. Paul Snelson, the VP Sales, looked at his CRM data, hoping to understand how he could improve these metrics, but found there wasn’t enough context there to get helpful answers. He felt he couldn’t move the needle without shining a light on what was happening inside his team’s sales conversations.
About The Customer
TouchBistro is the #1 iPad POS system for restaurants. It helps restaurateurs make more money, deliver a better customer experience, and take the guesswork out of business decisions. The company is based in Toronto, Canada and has a total of 270 employees. The sales team is led by Paul Snelson, the former VP Commercial Sales at Salesforce, who now serves as TouchBistro’s VP Sales. He leads a team of 70 SDRs and account executives. Despite having a seasonal business, Paul’s team managed to increase its close rates, lead-to-opp conversion rates, and quota attainment across the 70-person team.
The Solution
Eager to get visibility into the team’s sales conversations, Paul had his reps submit one recorded demo call per week to their sales manager for review. However, this proved to be a time-intensive process. Paul then discovered conversation intelligence technology, which could help him understand what was happening inside the black box of his team’s sales conversations. He connected Gong.io to RingCentral to analyze recent call recordings and identify the behaviors and patterns of his top performers. Paul and the sales management team were able to see how their most successful salespeople structure calls at each stage of the sales cycle, and how their approaches differed from those of low performers. This led Paul and his team to develop a framework other reps could follow. They used the new framework in one-on-one coaching to help reps structure their conversations moving forward, and ultimately close more deals.
Operational Impact
Quantitative Benefit
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