How Do You Take Data and Make it Actionable for Marketers and Sales Reps?

What do salespeople want? They want more qualified leads. If only it were that easy…
As I was preparing for a presentation I’m giving with RollWorks on account engagement, it got me thinking about one question: How can we take data and make it more actionable for Marketers and Sales Reps?
I was chatting with Grant Grigorian, Director of Product Management at Engagio, about some of my ideas on this topic. So, we decided to shoot this quick video with about how we can are helping Sales have more meaningful conversations and close more deals with data.

I’d love to continue the conversation, so join me as I present on Account Engagement Essentials with RollWorks in October 24 at 10am PT.

TRANSCRIPT:

Grant:
Hey, guys, this is Grant from Engagio.

Brandon:
And this is Brandon from Engagio.

Grant:
So, today, Brandon and I have been talking a lot about data and how to make data more meaningful, a topic that we always talk about. And really, the specific thing that we kept asking each other about is how can marketing make data more actionable for sales? It’s something that we always try to do in support of our sales teams.

Brandon:
That’s right.

Grant:
So, Brandon has been doing even deeper thinking about this recently. What do you have coming up?

Brandon:
Yeah, so, I have a webinar coming up with the guys over at RollWorks, and it really just got us thinking, are we doing everything that we can every day to support the sales team, right? Because, at the end of the day, I do think that’s why we do what we do so, is to support sales. Now, on the other side of that, too, is sales needs to make sure that they are allowing marketing to help them, right? They can’t do it alone, so.

Grant:
Yeah, we’re doing a lot, and I feel like we are always thinking about the sales team and trying to position data. One of the common things that, as a feedback that I hear from sales people, is, A, you’re either giving me too much data, or B, I don’t know what to do with it, stop bothering me with your marketing things.

Brandon:
Exactly.

Grant:
So, how can marketers do a better job of striking that chord just right, so not overwhelming them with non-important things, but being helpful and in the moment?

Brandon:
Exactly, yeah, so, two thoughts around that for me is, one, data itself, right, data doesn’t lie, but it doesn’t tell the entire story. So, we need to give our reps a broader context for that data. So, what else is happening at that account, right? What other content are they engaging with? Who’s engaging, when are they engaging? And stuff like that. And then, like you said, there’s so much data out there, we’re drowning in data, still, but we don’t actually have the insights that we want. Right?

So, how can we actually make the data actionable? So, I’m thinking about when I give reps the data, I want them to know how to actually take that and then take action right away, and then I also don’t wanna give it to them in a place that they are not already working, right? I don’t wanna disrupt their workflow.

Grant:
It’s a delicate subject.

Brandon:
It is a very delicate subject.

Grant:
And you’re gonna address it by doing a webinar, is that what you’re doing?

Brandon:
That’s right. Doing the webinar on

Grant:
When is that?

Brandon:
October 24th with the guys over at RollWorks. So, as I’m thinking about this, I would love to hear your guys’ thoughts, hear your guys’ feedback, and then, also, hope to see you on the webinar

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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