Unlocking Sales Success: The Crucial Role of a Chief Revenue Officer

Companies of all sizes, from small IT service providers to midsize commercial real estate brokerages, are seeking efficient solutions to spur revenue growth in today’s brutally competitive business environment. 

Businesses require a committed leader who can focus their sales efforts in the proper direction if they are to successfully traverse these choppy waters. Enter the Chief Revenue Officer (CRO), a key position that has the power to make or break a company’s sales trajectory. 

Having a CRO on your side can create new options and help your business succeed, whether you decide to hire a homegrown CRO or utilize the skills of an outside partner.

Businesses may optimize their potential for revenue growth and retention, promote sustainable growth, and outperform their rivals by leveraging the strategic insights and revenue-focused attitude of a Chief Revenue Officer.

Any company’s revenue formula is simple: Existing Customer Revenues – Customer Lost Revenues (Churn) + New Customer Revenues = Total Revenues. 

By having a C-Suite executive in charge of ALL revenues, the C-Suite is now focused on driving revenue growth through all its resources and mechanisms.

The Rise of the Chief Revenue Officer

Today’s rapidly evolving business landscape demands a holistic approach to revenue generation. As the traditional silos of sales, marketing, customer success merge, the need for a unifying force becomes paramount. 

This is where the Chief Revenue Officer steps in. By owning the entire prospective and existing customer journey, the CRO creates alignment between marketing, new business acquisition (sales, partnerships, business development) and existing business service (account management, customer success or service). By breaking down departmental barriers, improving communication and creating shared resources, the CRO fosters a cohesive revenue strategy that drives tangible results.

The Benefits of Having a CRO

With a deep understanding of the customer journey, a CRO can align sales and service tactics with customer needs, resulting in improved conversion rates and higher customer satisfaction.

Revenue Growth Acceleration

A CRO focuses on revenue generation from all aspects of the business, including sales, marketing, and customer success.  Accordingly, the CRO ensures that each group has the resources they need to be successful in their functional roles and ensures that the corporate strategic vision is translated into each of these teams.

As a result, marketing is able to build market brand equity that assists the new business acquisition team to find revenues and the customer success team is able to ensure that churn is minimized and recurring customer revenues are stabilized.

Enhanced Sales Performance

As the Chief Architect of the prospect and customer experience, your CRO can bring a data-driven approach to sales, services and marketing.  As a result, they leverage analytics and market insights to identify new opportunities and optimize revenue processes.

And it’s not just pretty CRM or BI Dashboards. The right CRO gathers human intelligence from the team, customers and the market to provide context for the numbers found in the reports.

As a result, your CRO understands most, if not all of the levers, that drive revenue performance of the organization and thus can quickly make course corrections so that the paths to revenue are aligned.

Streamlined Sales and Marketing Alignment

One of the core responsibilities of a CRO is to bridge the gap between sales and marketing teams.

By fostering collaboration and communication, a CRO ensures that sales and marketing efforts are aligned, leading to a cohesive customer experience and more efficient lead generation.

As a result, marketing campaigns are aligned with the needs of new business acquisition and improved brand equity and conversely, market intelligence is fed back to the marketing team to enhance messaging.

Improved Forecasting and Predictability

A CRO’s expertise in data analysis enables accurate sales forecasting, helping the organization set realistic revenue targets and make informed business decisions.

With a clear understanding of market trends and customer behavior, your CRO can guide the company towards predictable revenue growth.

Decreased Customer Churn and Increased Account Expansion

The best customer revenues are those from your existing customer.  So reducing existing customer cancellations and/or obtaining increased revenue are essential for revenue growth. As the owner of the customer journey, your CRO will work with your account management leadership to create offerings to existing customers that will entice them to stay longer or increase the services they’ll use.

To be successful in this area, your CRO will require close coordination between the product, marketing, customer success and account management teams.  But as the ultimate leader of these teams, your CRO will ensure that these objectives will be attained.

Strategic Growth Expansion

Not everyone reporting to the CRO will have a direct impact on revenue growth in the near term.  The Partnership, Enterprise Account (specialized or not) and Business Development teams that create longer term revenues streams (think OEM partnerships) that are force multipliers to revenues.  

Without clear leadership and coordination with other revenue-facing teams, these Strategic teams will flounder and even likely implode under the C-Suite’s desire for immediate results.  Your CRO can not only set strategy and direction for these teams, they can act as the coordinator with other organization functions to drive improved performance.

Is a Homegrown or External CRO the Right Choice?

Homegrown CRO

Most boards and C-Suite executives feel that hiring an in-house CRO (hired from someone internally) gives you direct control over the revenue strategy and customer journey  and allows for seamless integration with the existing team.

With prior market experience or broad business understanding, a homegrown CRO can develop deep knowledge of the company’s products, industry, and customer base, leading to tailored strategies or has the time to do so.

On the Downside,  your homegrown CRO will likely be missing some of the key learnings, best practices, skills or tools that have been developed in the market because they’ve been expending their time on internal matters. 

A full time CRO is a member of your executive team and as such requires an executive level compensation program that can be outside the scope of your current budget.  Lastly, as an executive  leader, the recruiting process can be time-consuming, requiring a robust recruitment process and ongoing training and development. 

The salary of a Chief Revenue Officer (CRO) can vary based on factors like company size, industry, and location. 

In the US, the average base salary for a CRO is $283,983, with a median salary of $250,000. The top 10% of earners make over $400,000. 

Here are some industry examples of On-Target Earnings (OTE) for CROs: 

  • Technology ($500,000)
  • Financial Services ($450,000)
  • Healthcare ($400,000)
  • Retail ($350,000)
  • Manufacturing ($300,000).

Sources: Glassdoor, Payscale

External CRO

Engaging an external or fractional CRO brings fresh perspectives and industry expertise to the table.

An external CRO can provide immediate impact, leveraging their experience and best practices from working with diverse clients.

Outsourcing the CRO role allows companies to tap into specialized knowledge without the overhead costs of a full-time executive.

However, external CROs may require a period of familiarization with the company’s operations and culture.

To stay ahead in today’s hyper-competitive market, it’s imperative for companies, regardless of their size or industry, to embrace the role of a Chief Revenue Officer. Whether you opt for a Homegrown or external CRO, the CRO represents the modern-day currency of success. The CRO’s implementation and continuous optimization can be the differentiating factor that sets your business apart.

The Reason Your Sales Pipeline Sucks – Do the Math!!

If you’re suffering from Pipeline Deficiency Syndrome (or PDS as I like to call it) then you most likely haven’t been calculating your Math of Sales correctly . If you don’t know what this is, read on.

For sales experts, analyzing metrics is the key to improving sales performance. By understanding the data behind the numbers, you can identify areas of improvement, increase efficiency, and ultimately boost revenue. 

If you’re like most small business owners or pre-A founders we work with, you likely do not have the luxury of a large sales team to generate new business opportunities and sales revenues. Accordingly, it’s even more crucial that these business owners and founders understand the factors that drive these revenues despite their limited resources.

Sales metrics are essential for any organization to track the performance of their sales team and to identify areas that need improvement. However, as described by John Doerr in his book “Measure What Matters”, analyzing sales metrics is not just about collecting data; it requires a thorough understanding of the numbers and their relationship to each other.

So, let’s  explore how analyzing sales metrics can help you achieve better results.

Let’s begin: What are sales metrics?

Sales metrics are measurements of key performance that help sales teams track progress, identify trends, and make data-driven decisions. They comprise  both leading and lagging indicators of performance and describe the specifics on each part of the sales journey.  In addition, these metrics can comprise combinations of data from various business functions like finance, customer success and marketing.

Examples of these metrics include:

  • Number of booked or held meetings
  • Number of unique transactions
  • Activity and pipeline conversion rates
  • Customer acquisition cost
  • Average deal size
  • Dollars per Dial

Sales metrics can be found at the top, middle and bottom of your sales journey (usually called a funnel, but I use both) and are the responsibility for every individual in your marketing, sales, onboarding and account management teams.

Why analyzing sales metrics is important

As we’ve already described, sales metrics are key performance indicators (KPIs) that provide valuable insights into the performance of a sales team. These metrics allow you to measure the effectiveness of your sales process, track the progress of individual sales reps, and identify areas for improvement. 

By tracking sales metrics, you can measure progress and make data-driven decisions.

When you perform initial and in depth analysis of your sales motions, you can gain a deeper understanding of your team’s strengths and weaknesses. 

When using combined function metrics like customer acquisition cost (sales and finance), campaign conversion rates (sales and marketing), average deal size (sales and finance), sales cycle length (sales and marketing), and sales pipeline velocity via time series or comparative analysis, you can identify trends and make informed decisions to optimize your sales process, improve your team’s effectiveness in that process, and ultimately drive revenue growth.

How to build your sales metrics matrix

When starting out on your data-focused management journey you should start to build and track those metrics that seem to make the most sense for your actual prospect’s journey and interactions with your sales team.

There are five stages to the typical prospect journey:

  1. Prospecting – usually lead by marketing or sales/business development teams

  2. Top of Funnel – activities which attempt to directly engage with prospects and move them into further conversations with the sales teams are usually driven by the sales/business development or sales teams

  3. Mid Funnel – activities which outline the outcomes and results of conversations with new individuals and accounts managed by the sales team

  4. Bottom of Funnel – activities which outline the outcomes of conversations with personified and potential purchases of your offerings managed by the sales, legal and executive teams

  5. Post-agreement cylinder – activities which outline the outcomes with new and existing clients managed by the customer service, finance and executive teams

Developing Metrics

Now that you know when to measure in the new client acquisition process, you should develop metrics that help you understand what’s going on in each of these stages.  What to measure can be comprised of data from a variety of business functions, here’s a few to consider:

  1. Prospecting – total addressable market, unqualified prospects, Ideal client profile

  2. Top of Funnel – Interested prospects curated by marketing or direct outreach, connected conversation rates with markets, Dollar Value Per Dial or Outreach, typical deflections

  3. Middle of Funnel – Connected conversations to discovery meeting bookings, sales meeting that are held, sales funnel (or cylinder) stage journey for each prospect, estimated revenues per transaction, size of buying committee
  1. Bottom of Funnel – Deal Win rates, deal size changes, reasons for win/loss, deal duration completion rates, sales pipeline velocity

  2. Post-agreement cylinder -duration of onboarding process, size of customer implementation team, cost of new business acquisition, churn rates.

When we combine these metrics into a series of dashboards we build what I call the sales metric matrix.  Once your matrix is started, you’ll start being able to connect the relationships between various locations in your sales process as well as financial and customer impacts.

When we layer additional data from other parts of your business, you can then start to determine correlations between website and logistics performance data as they relate to your new customers’ firmographics and the individual personas that are the most effective.

When using graphics, charts and images, you can then build visual dashboards that literally “connect the dots” between different business units, functions and outcomes in your sales, marketing and customer success functions.

With both the matrix and imaging from your key metrics, you’ve now got the insight (vs data) that will assist in decision making for each of these core business processes.

And that is how you become a data-driven revenue and sales leader.

Don’t be intimidated by the math behind sales metrics. With the right tools and guidance, even non-technical Founders and CEOs can learn to analyze sales data and make data-driven decisions (we have a great free tool that we’d be happy to share) So, if you’re not already tracking sales metrics, it’s time to start.

Identify the key performance indicators that matter most to your organization and start collecting data. Analyze the data regularly to identify areas of improvement and make data-driven decisions about your sales strategy. With the right approach to sales metrics, you can improve sales performance and achieve better results.

Unlocking Growth Potential through Sales Metrics Analysis

In conclusion, sales metrics are a crucial component of any organization’s sales strategy. By analyzing these metrics, you can gain valuable insights into your sales team’s performance, identify areas for improvement, and capitalize on growth opportunities. 

Understanding the math behind the numbers is essential, but with the right tools and guidance, anyone can learn to analyze sales data and make data-driven decisions. 

WTF is Intent Data and How Can I Leverage it to Drive Sales

67% of marketers say their number one challenge with intent data investments is making intent data actionable.


Are you struggling to identify potential customers who are interested in your products or services? Do you feel like you’re wasting time and resources on cold calls and generic email campaigns? 

Utilizing a powerful form of Sales Data known as intent data can help you identify sales opportunities and target potential customers who are actively searching for what you have to offer.

By understanding the intentions of your potential customers, you can tailor your sales approach and increase the likelihood of closing a sale.

So let’s go down the rabbit hole called Intent Data.

Understanding Intent Data

Only 39% of organizations leverage buying signals to select target accounts and prioritize how to deploy marketing tactics against those accounts.


At its core, intent data refers to the actions that potential customers take online that indicate an interest in a particular product or service

Intent data is a critical tool for marketing, sales and business development folks, as it enables them to identify potential customers who are actively seeking solutions or services related to their industry. 

Buyer Intent Statistics, Trends And Facts 2023

Intent data includes a wide range of activities, such as searching for relevant keywords, engaging with content related to your industry, and interacting with your website or social media channels. By analyzing these activities, sales and business development professionals can gain valuable insights into their potential customers’ interests and needs, allowing them to tailor their approach and messaging accordingly.

One of the primary benefits of intent data is its ability to help sales and business development professionals identify and prioritize high-quality leads. By analyzing a potential customer’s intent data, sales professionals can determine how far along said prospects are in their buying journey and what type of solutions or services they are most interested in. This information can be used to tailor sales pitches, develop targeted marketing campaigns, and prioritize leads for follow-up. Ultimately, leveraging intent data can help sales and business development professionals increase their efficiency, close more deals, and drive revenue growth.

For example, if a prospect has been consistently engaging with content related to a specific solution or product on review sites, social media and competitor sites, it may indicate that they are close to making a decision. Sales and business development professionals can use this information to prioritize follow-up and tailor their approach to better address the prospect’s needs and interests. By leveraging intent data to identify buying signals, sales professionals can improve their conversion rates and drive revenue growth through fine-tuned messaging.

Companies can leverage intent data to fine-tune their messaging by analyzing the behavior and activity of their prospects and customers to gain insights into their interests, preferences, and buying behavior. By understanding the specific needs and pain points of their target audience, companies can tailor their messaging to speak directly to those needs and position their product or service as a solution. 

This can be done through personalized messaging, targeted offers and promotions, and relevant content that addresses the specific concerns of the prospect or customer. By using intent data to fine-tune their messaging, companies can increase engagement, build trust, and ultimately drive revenue growth by converting more prospects into customers.

Building an Ideal ICP

In their seminal work on marketing segmentation, Stull, Myers and Scott describe the process to help identify your Ideal Customer Profile (ICP) (Tuned In, Wiley & Sons 2008).  This analysis refers to the characteristics of the ideal customer for a business, including factors such as industry, company size, geographic location, and more (commonly referred to as firmographics).

One of the ways that intent data can be leveraged to build a more detailed ICP is by analyzing the online behavior of current customers and identifying commonalities in their behavior patterns (there are a number of tools that provide that data, but we’ll save the topic for another post). 

By analyzing the websites they visit, the content they engage with, and the keywords they search for, sales teams can gain valuable insights into the types of businesses and individuals that are most likely to be interested in their offerings. This information can then be used to refine and update the ICP, making it more accurate and actionable.

There are a number of methods that are commonly used to analyze this data:

  • Use a third-party data provider: You can work with a data provider that specializes in intent data to get insights into the online behavior of your current customers. They may use a combination of tracking cookies and pixels, as well as other sources of data, to build a profile of your customers and identify patterns in their behavior.
  • Implement tracking cookies/pixels on your own site: You can use tracking cookies and pixels to collect data on the behavior of visitors to your website. This data can then be used to identify patterns in the behavior of your current customers and help you refine your ICP.
  • Use a combination of both: You can work with a data provider to get insights into the behavior of your current customers, and also implement tracking cookies and pixels on your own site to collect additional data on the behavior of your visitors.

It’s important to note that there are legal and ethical considerations to collecting and using this type of data, particularly in light of privacy regulations like GDPR and CCP (Look out for our upcoming series uncovering these type of privacy issues). You should consult with legal counsel and follow best practices for data privacy and security when collecting and analyzing customer data.

It’s also important to note that there are some limitations to pixel tracking at present like those on IOS. You can read about it here.

Analyze This!

Another way that intent data can be used to build a more detailed ICP is by analyzing the behavior of potential customers who are in the early stages of the buying cycle. By identifying patterns in their online behavior, sales teams can gain valuable insights into the types of businesses and individuals that are most likely to be interested in their offerings, even if they have not yet made a purchase. 

Using these methods will  help sales and marketing teams build a more detailed and accurate ICP, which can then be used to guide their outreach efforts and ensure that they are targeting the right audience with their messaging and offers.

Overall, leveraging intent data to build a more detailed ICP can help sales teams improve the efficiency and effectiveness of their outreach efforts, leading to increased revenue and business success over time.

Applying Intent Data to Sales: Cross/Up Selling

Intent data can also be leveraged to identify opportunities for cross-selling or upselling to existing customers. By analyzing the behavior of current customers, sales teams can identify which products or services they have shown an interest in, or which complementary offerings they may be likely to purchase in the future.  It’s like reading your customers’ minds before you’ve even had a serious conversation.

This can help sales and customer success teams create targeted messaging and offers that are tailored to the specific needs and interests of each customer, making it easier to upsell or cross-sell additional products or services. 

For example, if a customer has recently purchased a certain product, intent data can be used to identify which complementary products may be of interest to them, and a sales team can then reach out with targeted messaging highlighting these options

Another benefit of using intent data to identify cross-selling or upselling opportunities is that it can help sales teams build stronger relationships with existing customers. 

By proactively reaching out with personalized offers and messaging, sales and customer success teams can demonstrate that they understand the unique needs and interests of each customer, and are committed to helping them achieve their business goals. This can help build trust and loyalty, and ultimately lead to increased revenue and customer satisfaction over time. 

Additionally, by identifying cross-selling and upselling opportunities, sales teams can uncover new revenue streams, increase stickiness thereby increasing the lifetime value of each customer, contributing to the long-term success of the business.

A Tale of Intent

A bit over a decade ago, I was a sales leader for an online marketing company that specialized in providing solutions for the senior living industry. I had always been passionate about helping these operators increase their occupancy rates and improve digital brand awareness, but I struggled to connect with potential customers in a meaningful way.

That all changed when I began utilizing intent data. By analyzing online behavior patterns using Google Trends and Heatmaps, I was able to gain valuable insights into what senior living consumers and operators were searching for online and what problems they were trying to solve. With this knowledge, I could tailor our team’s sales pitches and marketing messages to address their specific pain points and offer solutions that met their unique needs.

For example, I discovered that many senior living operators were looking for ways to improve inbound lead management and streamline their administrative tasks. Armed with this information, I was able to showcase our solutions as a way to automate routine tasks, reduce paperwork, and enhance patient interactions. This approach resonated with our target audience and helped us win more business.

Over time, I became a master at leveraging intent data to drive sales. By staying up to date on the latest trends and constantly analyzing customer behavior, I was able to anticipate their needs and offer solutions that truly addressed their challenges. As a result, our company’s sales numbers soared, and we became a trusted partner to many healthcare providers around the world.

In the end, it was the power of storytelling that truly set us apart. By crafting compelling narratives that spoke to our customers’ pain points and aspirations, we were able to build meaningful relationships and win their loyalty. And it all started with a simple insight – that intent data could unlock the key to selling more effectively in the medical profession and as I have noticed for many years, beyond.

By utilizing intent data to identify sales opportunities, you can save time and resources by focusing on potential customers who are actively interested in your products or services.

What type of sales data are you using to target your customers? We’d love to hear. Feel free to reply in the comments section.

The Costly Consequences of Bad Data for Small Sales Teams

Stop Burning Money on Bad Sales Data 

If you’re a sales or business development leader at a small company with a small or nonexistent sales team, you appreciate how crucial every lead is for your bottom line. 

But what if the data you’re relying on to generate those leads is bad? After all, the List IS the Strategy, right?

Bad data can not only waste time and resources, but it can also bottom out your bottom line if not tended to promptly.

Why is Prospect Contact Data So bad?

According to a 2021 Bureau of Labor Statistics (US) survey the average employee turnover is 57.3%.  This staggering number is segmented into two main groups: voluntary turnover (25%) and involuntary turnover (29%) and high performers (loosely defined) comprise 3% of the total turnover (so 54.3% are mid or low performers).

In a world of quiet-quitting, remote work and bastardized hybrid work schemes, the workforce is more volatile than ever.

The implication is that the likelihood of you being able to reach your Ideal Prospect using your CRM contact data from the year before or even last year is likely incorrect or wrong. Relying on such Sales data is like relying on a bridge to nowhere.

Where your money is likely to go when investing in bad sales data….

The Importance of Quality Data in Sales

As a sales expert specializing in B2B sales at expanding small businesses and  having made hundreds of thousands of outbound call attempts, I’ve seen firsthand my share of poor sales data. So, I understand the importance of having high-quality contact data in both outbound and inbound sales motions.  

Here are some primary benefits of good sales contact data:

  • High-quality contact data allows sales teams to be more efficient with their time and resources. With accurate contact information, sales representatives can focus on reaching out to the right people and avoid wasting time on dead-end leads. This can help to streamline the sales process and increase overall productivity.

  • Good contact data can also improve targeting efforts. By having a detailed understanding of their target audience, businesses can create more targeted and effective sales and marketing strategies. This can lead to better engagement with potential customers, ultimately resulting in higher conversion rates.

  • Having good contact data can also help businesses build stronger relationships with their customers. By maintaining accurate and up-to-date information on their customers, businesses can tailor their sales and marketing efforts to meet their specific needs and preferences. This can help to foster a deeper sense of trust and loyalty between the business and its customers, leading to increased retention rates and long-term success.

The Persona Non Grata Syndrome

In our work with small businesses and pre-series A startups, we’ve found that most owners and founders have a general idea of the psychographics of their Ideal clients but do not have enough reference clients to affirm these personas, hence much of the time making them Non Grata (Not Welcome – At least as a customer). Accordingly, their marketing and sales teams fail in their outreach attempts, through no fault of their own:

  • Expend a significant amount of time and resources attempting to connect to the wrong people.  If they had accurate contact details of their hypothetical ideal prospects then they could quickly test for goodness of fit.  Instead they spend hours and weeks building contacts lists from a variety of sources that end up being the wrong people, the wrong data or both!

  • Even when conversations take place, the owners and sales team discover that they’re not speaking with someone in the buying committee or have the problem they’re trying to solve.  With accurate contact data and account mapping you can virtually eliminate this issue.

When using accurate and validated sales data, your sales and marketing teams are targeting the right individuals which can create prospect journeys and messaging that resonates with them, thereby improving brand value and awareness.

The Consequences of Bad Data

I can say with certainty that having the wrong sales data can be incredibly detrimental to your sales efforts. Without accurate and relevant data:

  • Your sales team may be wasting their time and resources on leads that will never convert. This is because they may be pursuing leads that do not fit your ideal customer profile, or they may be using outdated or incorrect information to try to make a sale. This can result in a lot of wasted effort, as well as frustration and disappointment when deals do not close.

  • Without this data, sales and marketing people can’t  personalize their approach to each individual lead, tailoring your messaging and tactics to their specific needs and pain points.

  • Businesses need this data so they can increase their chances of success and help build stronger relationships with your customers over time. Ultimately, having the right sales data can make all the difference when it comes to closing deals and growing your business.

Damaged brand reputation 

The Sales and Marketing teams are the leading edge of your company’s brand in the market.  By using incorrect sales contact data these teams can do significant damage to your brand’s reputation.

Inaccurate or outdated information can lead to mistakes and misunderstandings that can negatively impact the prospect and customer experience. For example, if your sales team is using incorrect corporate revenue information (a firmographic data point), this can lead to pricing discrepancies and frustrated customers. Similarly, if your team is pursuing leads that are not a good fit for your product or service, this can lead to negative reviews and a damaged reputation.

Furthermore, in today’s digital age, word of mouth spreads quickly (especially in small highly targeted groups like municipalities or healthcare professionals), and negative reviews can have a significant impact on a brand’s reputation. With social media and online review platforms, customers have more power than ever before to share their experiences and opinions. 

If your brand is associated with inaccurate or outdated information, this can quickly spread, leading to a loss of trust and credibility among your target audience. Ultimately, having the right sales data is essential not only for closing deals but also for building a strong brand reputation and ensuring customer satisfaction.

Wasted Time

I’ve spoken to so many sales leaders over the years and have heard quite a few stories (enough to write a book)  on how wrong sales data can lead to wasted time and effort on conversations with non-buyers. 

This can be particularly frustrating for sales teams who may be excited about what they believe to be new sales opportunities, only to find out that the leads they are pursuing are not a good fit for their product or service. This can be a significant distraction for the sales team, as they may spend valuable time and resources pursuing leads that are unlikely to convert.

Moreover, the false sense of opportunity that comes from having the wrong sales data can be detrimental to a sales team’s morale and motivation. When sales reps are misled into thinking that they have a pipeline full of potential buyers, only to find out that those opportunities are not real, it can be demotivating and even demoralizing. 

This can lead to a decrease in productivity, a loss of enthusiasm for the job and staff turnover, which can ultimately impact the bottom line. Therefore, it is essential to ensure that your sales team has access to accurate and up-to-date sales data, so they can focus their efforts on pursuing real sales opportunities and avoid wasting time on conversations with non-buyers.

Investing in Data is Investing in your Success

Investing in high-quality data may seem like an added expense, but it’s crucial for the success and growth of your small business. By improving your outbound sales development and generating more revenue, you’ll see a significant return on investment.

The Role of Contact Data in Business Development and Sales Success

Sales Contact Data is the Fuel Companies Need to WIN

Your sales pipeline health getting you down? I speak to a  lot of sales leaders each month and we all agree on the critical impact of having accurate and updated contact data is to Business Development, Sales and Outbound/Inbound Lead Generation. In fact, it’s the foundation of your outbound success. And without a good foundation of contact data, like a building, your pipeline can crumble pretty quickly.

Having the right relevant sales data can be the secret sauce you’re missing in your outbound sales development success. When you’ve got the right contact data for your prospecting you can move mountains. Remember, the List IS the strategy!!

Overall, bad data can leave you drowning in a sea of irrelevant and unproductive leads, rather than swimming in a crystal clear blue ocean of high-quality prospects. 

As a sales expert, those of you living with bad data – I feel your pain. I know the challenges of outbound sales development firsthand having made hundreds of thousands of cold calls. I’ve experienced how having the right contact data can make all the difference in hitting your targets and growing your business. Time has come to STOP CHASING.

The Power of Relevant Sales Data


With the right contact data for your sales team you’ll be able to target the right people and thereby optimize your sales efforts. With accurate and up-to-date data, you can identify your ideal prospects and prioritize them based on factors such as their level of interest, buying behavior, and budget. 

By focusing your efforts on these high-value targets, you can save time and resources that would otherwise be wasted on bad discovery meetings that go nowhere or endless follow-up calls and emails.

Without these NON-discovery meetings, your pipeline efficiency improves (because you’re not talking to NON-prospects) and  also enhances your credibility and reputation with prospects, as you can demonstrate a deep understanding of their needs and preferences right from the start. 

Having the right sales data allows you to work smarter, not harder, and achieve better results with less effort. By demonstrating an understanding of your prospects’ specific challenges and how your product or service can address their pains, you can build trust and credibility with your prospects, leading to higher engagement rates and ultimately, more closed deals.

Getting Personal

Personalizing your messaging can help you stand out from the competition, as it shows that you have taken the time to get to know your prospect and tailor your message to their unique situation.

Having the right sales data can help you create targeted and personalized messaging that resonates with your prospects and increases your chances of success in the sales process.

Personalized messaging not only helps you stand out from the competition but also makes your customers feel valued and understood, leading to higher levels of engagement and satisfaction.

Reaching Higher

Personalization based on data leads to higher conversion rates. Customers are more likely to buy from a business that understands their needs and preferences, and personalized messaging shows that you have taken the time to get to know them.

By using customer data to personalize your messaging, you can create a stronger connection with your audience and build trust, which ultimately leads to higher conversion rates. 

Having the right sales data is key to personalizing your messaging and creating a more engaging customer experience that can lead to higher conversion and lower churn rates and long-term customer loyalty.

Higher quality = Higher Reward

High-quality sales data is an essential tool for tracking and measuring sales performance. By utilizing accurate and comprehensive data, sales professionals can identify trends, analyze customer behavior, and monitor their own performance to identify areas for improvement.

With this information, sales teams can optimize their sales strategy, adjust their approach, and focus on the areas that are most likely to drive revenue. High-quality sales data is critical to achieving success in today’s competitive business environment, and those who invest in the right tools and processes will undoubtedly reap the rewards of a more effective and efficient sales organization.

Wrapping up with a Sales Story 

In closing (Pun Intended), I’d like to share a story that delivers a powerful tale regarding the importance of having the right sales data as the fuel businesses need for effective outbound sales development and growth.

In a previous role as a sales executive for a B2B software company, we were looking to expand our customer base and target larger prospects. We had a list of potential prospects, but we quickly realized that the data we had on them was outdated and incomplete. We spent hours making cold calls and sending emails to unresponsive leads, which led to low conversion rates and wasted resources.

Fortunately, we decided to invest in high-quality sales data to improve our outbound sales efforts. We partnered with a data provider that offered accurate and up-to-date information on our target prospects, including company size, industry, revenue, and key decision-makers. 

With this data, we were able to create targeted lists of high-quality leads that fit our ideal customer profile, and we tailored our messaging to their specific needs and pain points.

As a result of using great sales data, our outbound sales efforts became much more effective. We saw an increase in engagement rates, with more prospects responding positively to our outreach efforts. 

We also saw higher conversion rates, with more prospects converting into paying customers. Moreover, we were able to optimize our sales strategy based on the insights we gained from customer data, which helped us refine our messaging and improve our overall sales performance.

So, having the right high-quality sales data is essential for effective outbound sales development and growth. Without it, you’re  wasting time and resources on unqualified leads, resulting in low conversion rates and lost revenue.

With accurate and up-to-date data, you can create targeted lists of high-quality leads and tailor your messaging to their specific needs, which can lead to higher engagement rates, higher conversion rates, and ultimately, business growth.

By investing in high-quality data and leveraging it effectively, you can drive significant sales growth for your business. The cost of gathering and analyzing data is minimal compared to the potential ROI of increased sales and revenue.

About the Author

Blair Carey is the Principal of InsideCRO. In this capacity, he has run hundreds of outbound campaigns using high quality contact data since 2017 for himself and industrial technology clients using a variety of tools and proprietary methods.  To Learn more about how the LIST can be your prospect strategy send Blair a DM on LinkedIn.