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Posted by Laura Ramos on January 12, 2010
While attending Dreamforce last month, I took a walk around the show floor to see which firms were exhibiting. It wasn’t surprising to see a raft of new companies talking about sales-support additions to the AppExchange family with lead generation and pipeline health hot issues in this economy. I caught up with eTrigue, whom had briefed me October as they ramped up for the announcement of eTrigue SalesPro, still another sales enablement tool. I have covered eTrigue in the Lead Management Automation market for a couple of years now. In my market overview, I highlighted how they have a robust, continuous lead scoring and segmentation/list building capability, presented in an easy-to-use interface with a relatively low price.
SalesPro takes this ability and translates it into a sales enablement tool that, unlike some of the competition, presents a fairly detailed view of potential leads that can result when prospects take multiple actions that increase their lead score and qualify them for a sales touch.
Rather than simply capturing Web site visitors, performing a reverse-IP look up, and passing this information onto sales, eTrigue SalesPro puts marketing at the head of this process. Sales and marketing agree on lead qualification and scoring criteria which SalesPro reflects in which alert messages sales reps receive through email.
The key here: reps don’t get an email everytime a lead visits your Web site, but only when those leads meet a minimum threshold that you determine. SalesPro presents the scores – and the reasons behind the scores — along with account and buyer activity in an easy-to-read but information-rich format (see the Figure to check it out).
Sales reps can quickly scan the information and, if they choose to pursue the lead, click into eTrigue to continue the conversation using email templates that nurture and track the activity. It’s a compact package that, for firms not yet ready to take the full lead management automation plunge, can create more alignment between marketing and sales efforts.
The sales alerts provide a concise summary of lead potential that can help sales determine which opportunities to pursue while keeping marketing in the loop — an activity, in my mind, that requires some form of automation to achieve successfully, but for which automation alone is never a complete solution. For firms without sophisticated lead management processes, eTrigue SalesPro can help you get started maturing those processes with an investment that can slide in under the CFO’s radar.
Take a look for yourself and let me know if you’ve used eTrigue, if you find it a low-effort, easy-entry to lead management automation, and how you would compare it to other sales enablement tools. Feel free to let me know what you think, what I missed, and whether you see things similarly.
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