Calling on the wrong contact 10 times won’t produce 10 times the results. In today’s risk avoidance culture it can be difficult to get prospects to take action. Don’t leave the success of your deals up to a single contact that can derail the sales process. A more successful strategy involves making sure that no contact can become a deal’s “single point of failure.” During this session Steve Hays of Inside Sales Team, Andrew Angus of Switch Merge and DiscoverOrg’s Henry Schuck will demonstrate best practices and cutting edge technologies to leverage the power of multi-stakeholder selling. Using these techniques, you will be sure to get your teams a seat at the “decision making table” and dramatically increase your account penetration.

1. Multi-Stakeholder Selling
A Modern Approach
Andrew Angus
Founder
Switch Merge
Carolyn Hollowell
VP Marketing
DiscoverOrg
Stephen Hays
Founder
InsideSalesTeam.com
3x the Success

2. Not Happy With …
• Number of New Meetings
• Quality of Meetings
• Conversion Rate
• Win Rate
• Sell Cycles Ending In “No Decision”
• Sell Cycle Length
• # of Prospects Going Dark
• Customer Retention Rates
• Penetration Rate in Current Accounts
• Health of Relationships In Major Accounts

3. Childhood Lesson
It’s ok to ask more than one
person.
It usually leads to a better
outcome.
Mom said no. Dad said no.
Grandma said yes.

4. Don’t Be A Robo-Dialer
But calling the wrong
person
10 x isn’t what we’re
suggesting.
Don’t Be
Me

5. Single Point of Contact
• Throughout every step of the lead generation and sales process –
too many teams are relying on a single point of contact
= Single Point of Failure
PS. People Switch Jobs

6. Agreed, but why does it keep happening?
• Original Inquiry
• Comfort Zone with lower level “interested” person
• Afraid to Rock the Boat
• Demo Junkies / Demo Jockeys
– Does it feel like your reps are having the same meeting 20 times without progressing
the opportunity forward?
All show no go

7. Multi-Stakeholder Process
Powering the sale….all the way.
• Getting in the door
• Good discovery
• Solid mutual action plan
• Deep business discussions
• Empowered champion
• Perspective on top priorities
– Decisions don’t live in one place any more. The world is more connected. Departments are more connected,
budgets are more connected.
– Yes, they should buy from you. But they also have 25 other things they should do. It’s not a vacuum.

8. Playing Kitchen
• Marketing & sales efforts aligned to single point of
contact is like playing kitchen.
• Everyone looks busy, food is being “cooked” but
everyone leaves hungry.

9. Ingredients to Success
Good Data is Critical
– Multi-departmental
– Multi-divisional
– Business plus functional areas
– Peers, subordinates and superiors
– Executive assistants are critical at sr. level
Relevant Content
• Vertical
• Role
• Situation
• “Custom feel”
• Credibility
• Call to Action
• Compelling / Fun / Hard Hitting
• Combustion
• Referral Support
• Use cases are key
• Supportive to each part of the sales process
Full Integration within CRM
We use Salesforce.com
Click to Send Technology integrated with our marketing
automation platform within salesforce.com

10. Elements of Good Data
Company Attributes
• Size
• Geography
• Industry
• Competitors
• Trigger Events/ News
– hires
– financials
– growth / downsizing
– new products
– mergers and acquisitions
– projects / budget Initiatives
• Application Usage
Contact Attributes
• Title
• Role
• Overview of role
• Org Chart
• Assistants
• Tenure
• Previous Employment
• Trigger Events
• Multi-departmental
– IT, Marketing, Finance

11. Good Data + Good Marketing
• Imagine what you could do with good data
• Imagine what you could do with good marketing content
– Make a list of what you would do if you had both – what’s your new reality ?
[ Some Assembly Still Required SALES TEAM 
]

12. Mission Critical Investments
• Two of our biggest investments are Dataand Marketing Content
Why…
– Because we have to outperform others by 2 X
– The level of people we hire demand it
– Our customers solutions typically cut across departments and divisions

13. Sharing our Secret Sauce
DiscoverOrg
• Information Technology
• Marketing
• Finance
– We actually Track our usage of
DiscoverOrg and Results
– Direct tie between usage and quota attainment
Switch Merge
• Our next step forward
• Mail Merge for Video
• Direct from Salesforce.com
– Leveraging our data
– Leveraging our discipline
– Impact to cost ratio through the roof

14. Carolyn demonstrates how to leverage data in multi-stakeholder selling throughout the sales
process
CAROLYN HOLLOWELL VP
MARKETING
DISCOVERORG
Andrew presents the powerful combination of great data and great marketing content.
ANDREW ANGUS FOUNDER
SWITCH MERGE

15. Case Study for Lost Leads
• Don’t just work the lead work the company
– More than 100 wins per month generated
– Sourcing additional contacts
– Additional research
– Lost Leads + Lost Opportunities + Get Backs
– Huge success that proves multi-stakeholder is critical

16. Practical Pointers
Executive Assistants are Critical to Success
Treat them as if they’re the executive
I’d prefer to take direction from you
Show them you’ve done your homework 1st
Know the lay of the land
Know key stakeholders and reporting structure
– Get on calendar
– Get a referral ( identify the point person )
– Set follow ups as meetings

17. Prospecting
Don’t hide the fact that you’re reaching
out to multiple people
Show them you’re a real person, tell
them why you’re continuing the
effort…persistence counts.

18. Run the play…don’t fumble on the handoff
• You don’t want to be the surprise behind
door #3
• Coach, empower, engage and challenge
• Set a minimum goal of “awareness”
– Billboard Effect
– Put together a champion deck that tells the story if
you can’t be there in person
It’s your job to make sure your “champion” doesn’t
fumble the hand off.

19. Multi-Stakeholder Selling
Avoiding single point of failure
• Data Quality + Content + Multi Stakeholder Selling
– Great data allows you to invest in great marketing
– An effective inside team allows an even greater investment in marketing
• Innovative content creation and delivery methods are important
• If you’ve got a good story to tell, why would you want to only tell it to 1 person?
– What % of your time are you spending selling to people that can only say “no”
– At a minimum get decision maker “awareness”

20. The stakes are high. Treat it like a sport.
Don’t Wimp Out Swing Away