How often have you sat in meetings trying to answer seemingly basic questions about your business, only to realize you don't have the data to answer them?
Questions like: How many touches does it typically take to close a deal? Which lead sources are actually working? Why are some reps consistently outperforming others?
If you've struggled to answer questions like these, you're not alone.
I recently sat down with Noah Burkholz, Director of RevOps at demandDrive, to learn how they tackled this exact problem. After merging three companies into one (no small feat), they realized they couldn't answer crucial questions about their business because they weren't tracking the right data points. What started as a push for better reporting turned into a complete transformation of how they track and use customer interaction data.

Noah led the effort to track what he calls “micro-interactions”: a series of small, but important data points that allowed more precise targeting and personalization. This, in turn, allowed the business to maximize revenue by speaking to leads with the right message at the right time.

00:00 Overhauling Lifecycle Functions

03:00 Tracking Micro Interactions

06:08 Data-Driven Segmentation and Personalization

08:47 Lead Scoring and Engagement

11:48 Forecasting and Pipeline Management

16:58 Implementing Change and Overcoming Resistance

20:01 Aligning Marketing and Sales

22:57 Building Effective Processes