Three weeks ago, OneSource announced the acquisition of SalesQuest, one of the leading technology databases for IT sales and marketing. For OneSource clients in the technology space, the SalesQuest CRUSH Reports® are an exciting new asset they can hand to their sales reps to help kick start 2014 sales.
When I worked at OneSource in the aughts (do we have a better name yet for the last decade?), a number of clients asked us to partner with SalesQuest. They understood the value of researched tech profiles containing CIO bios, technology platforms, IT strategies, and direct contact information for IT execs and mid-level managers.
But most of all, they loved the IT org charts. Every time we did a survey and asked about org charts they floated to the top of our customer’s wish list. Unfortunately, absent hiring a team of editors to research reporting relationships, org charts were not charts we could construct using the content available to us from our fifty (now seventy) vendors.
While OneSource has long provided top notch family trees, corporate family information is based upon legal and locational structures of a firm. They can assist a sales rep looking in extending a Master Services Agreement (MSA) to other locations or identify subsidiaries and branches of a company within a sales territory, but they don’t depict intradepartmental relationships spanning multiple locations.
Org charts reflect power and reporting relationships not conveyed in family trees. They focus on job functions, levels, and who knows who. With an IT org chart, sales reps can uncover parallel referral paths for selling deeper into an IT organization. They can also identify previously unknown purchasing influencers that could scuttle a deal and help sales reps determine the likelihood that their primary contact has significant influence over the deal. How many times have your sales reps been told “I’m the decision maker” and failed to properly research and nurture influencers only to later find the decision was being made higher up the command chain?
Beyond org charts, Crush reports deliver a broad set of account intelligence to assist with account qualification and account planning. IT plans and strategies flag potential new projects as well as indicate the nature of current IT capital spending. There are even sections on business drivers, expenditures, data centers, and call centers.
When prospecting, platform information can be used for targeting firms with particular technologies in several ways. If a firm’s solution requires specific underlying vendor solutions such as SFDC or MS Dynamics, marketing can build lists and campaigns for clients with these platforms. Thus, marketing could target companies licensing SFDC for marketing AppExchange solutions and modify the messaging as needed for MS Dynamics clients.
Likewise, marketing can build competitor take away campaigns that target a competitor’s customers. While sales and marketing can identify a few of these prospects by going to a competitor’s website, most of this information is not readily available forcing general marketing campaign messaging around a competitor’s weaknesses. For example, in 2012, Microsoft ran a general competitor takeaway campaign against Salesforce with the tagline “Don’t Get Forced. Get What Fits.”
Finally, marketing can target general capabilities to assess a firm’s technology maturity level. Thus, a sales training company would target companies with CRMs differently than those without CRMs. After all, messaging around CRM adoption to a firm that has a long established CRM would fall flat.
OneSource will be integrating the SalesQuest content into their services in the coming months. In the meantime, OneSource IT customers can directly license the SalesQuest Crush service. Contact OneSource if you would like a free company or executive Crush report sample.