Change is afoot. Disruption is brewing. Investment and consolidation are the buzzwords of the day. Cloud computing – specifically marketing technology – is one hot target: speculation around IBM’s Silverpop take-over,
Oracle’s 1.5B Responsys acquisition and SFDC nabbing ExactTarget for a cool 2.5B. This is a trend, not a flash in the pan. The “Marketing Cloud” is proving itself to be not just a catchphrase – but a corporate necessity.
The real question is where will the capital flow next? Analysts are talking about the evolution of the CDO, and the impending battle of the CMO vs. CIO. While I agree that marketing is earning more seats at the table, and organizations need the right leaders to architect strategy in the age of the customer – but what about the sales organization? The organization that’s tasked with executing the growth plan and building brand relationships beyond the scope of marketing.
What about the sales person?
How has sales changed in the last 20 years? How has the process evolved for a rep at Pfizer? Before you respond with Salesforce.com – think about the audience Salesforce serves. Salesforce.com caters to one stakeholder within the sales organization: the manager. While Salesforce.com does allow the sales person to create Activities and Opportunities, both are used primarily to provide better transparency for management – forecast pipeline and assess win rates.
Salespeople matter. These teams drive revenue, take the hard beatings and thrive on challenge. They’re hungry. They need and want anything that ensures success. They’re ready for a “Sales Cloud”. How do we begin addressing this thirsty desire? ToutApp is ready and waiting with some hydration — and I’m thrilled to be on this thirst quenching train.
In just over twelve months, we’ve seen VC’s begin to address the disruption of sales: 50M C-round for ClearSlide, 40M C-round for RelateIQ, and 35M B-round for Insidesales.com. The revolution in sales began with the social selling movement via Jill Rowley, Koka Sexton, and others; but, will gain momentum around the empowerment of the sales person through the effective use of technology.
Sales leaders educate, engage, and leverage social networks to deliver relevant insight that creates relationships. The problem? How do you know what’s working? That’s where ToutApp fits in – exposing engagement data, thus, empowering the sales person to make effective decisions. ToutApp is centered on the sales person, and provides the ability to test and optimize content delivery at the individual and collaborative level. Management can finally answer the $64M dollar question: what messaging generates more Opportunities.
Why I hopped on the bus? ToutApp has a kick-ass team with a vision of changing the face of sales.