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What is Sales Acceleration?

Priming the Sales Pipeline to Power Growth

Sales acceleration refers to solutions that help businesses move prospects through the sales pipeline with greater efficiency. A variety of software applications and technologies fall under the umbrella of sales acceleration, including sales leads databases, company research tools, email tracking technology, and predictive analytics. Effective sales acceleration software provides sales and marketing teams with timely data and insights designed to increase the velocity and relevance of customer conversions.

Types of Sales Acceleration Solutions

There are many ways technology can help accelerate sales, and they vary in their complexity. Here are several prominent types of sales acceleration applications available to marketing and business development teams today, along with how they’re used:

Sales Leads Databases
Aggregate and routinely validate business contact information to help sales and marketing teams reach out to the most qualified prospects. Data cleansing and enrichment helps save time by removing poor-quality prospects from consideration.

Company Research Tools
Compile detailed information on individual businesses, including public financial documents, business credit scores and ratings, corporate family trees, news, competitive insights, and legal judgements. Extensive records on businesses allow salespeople to go into client pitches armed with the latest information about a company and its competitors.

Real-Time Alerts
Automatically notify salespeople of management changes, acquisitions, or other notable business events. Essential to reaching prospective customers at an opportune time.

Predictive Analytics & Audience Targeting
Advanced algorithms aggregate business and marketplace data to make informed predictions about potential clients or industries. Predictive analytics can help identify areas ripe for growth, saving marketers and salespeople the trouble of pursuing poor prospects.

Email Generation & Tracking
Send templatized emails in response to certain trigger events, such as a request for pricing. Track open rates and site visits that originate from specific outreach efforts.

Integrated Quote-to-Cash Solution
Allows salespeople to quickly create an accurate quote based upon pre-defined pricing guidelines. Provides the opportunity to demonstrate cost savings early in the sales cycle, potentially removing sluggish competitors from consideration.

Data Visualization Software
Transforms raw data into intuitive graphics and charts to help marketing and sales teams understand facts and figures at a glance. Avoids data overload that can keep insights buried in the noise.

The Benefits of Sales Acceleration Solutions

Sales acceleration tools serve a very specific purpose in the marketing technology stack: to empower salespeople to close more deals in less time through easy access to useful business data.

Marketing technology, or martech, has become a fundamental component of many companies’ sales and marketing efforts. But without sales acceleration tech, even firms that have already adopted customer relationship management (CRM) tools and marketing automation platforms will remain at a disadvantage.

Sales acceleration solutions stock the sales pipeline with insights and up-to-date information regarding prospects and customers, high-quality leads, accurate audience targets, and timely marketplace information. Simply put, it gives sales professionals the data they need to hit their quotas and grow revenue faster.

Sales Acceleration Is Driving Growth

It’s a simple matter of arithmetic: Contacting more qualified prospects at a faster pace often leads to accelerated growth and revenue. Our own data shows that customers using the D&B Hoovers sales intelligence platform saw their close rate increase by over 60%.

Performance improvements of that size don’t go unnoticed. According to a recent report by Squiz, two-thirds of senior marketers in the United States, Australia, and the UK made significant investments in marketing technology in 2016. There’s no reason to think that trend will slow down anytime soon.

Choosing the Best Sales Acceleration Solution

Many sales acceleration platforms are available to serve the growing marketplace demand. Beyond budget constraints, how can you determine which sales acceleration tool is right for your company?

  1. Identify Your Business Development Blind Spots

    A good first step is to understand where you’ve been limited in the past by a lack of useful data. Perhaps your sales team has felt unprepared for that first pitch meeting – subscribing to a business research tool could be a cost-effective way to improve that situation.

  2. Consider Compatibility With Your Existing Martech Tools

    If you’re already using CRM and marketing automation platforms, it’s critical that your sales acceleration software integrate with the features you already depend upon. For example, an enriched leads list is most useful when it can be imported into your CRM platform. You don’t want to assemble a kit of mismatched tools that will impede the outreach process.

  3. Check Reviews from Real Users

    As a marketer, you already know that word of mouth is a powerful sales tool. What are other professionals saying about the sales acceleration platforms you’re considering?

  4. Sales acceleration solutions can simplify the buyer’s journey and prime the business pipeline with better leads. Timely business information helps sales representatives approach the right decision makers when they’re ready to spend with relevant information. A range of competitive and marketplace insights demonstrate your personal investment in a prospective client’s business. Sales acceleration has shown its value to many companies and is now a bona fide member of the marketing technology toolkit.

    Ready to accelerate sales for your business? Dun & Bradstreet is a leading provider of sales acceleration solutions, including D&B Hoovers, D&B DataVision, D&B Optimizer for Microsoft, D&B Optimizer for Salesforce, and D&B Workbench Data Optimizer.

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