Go Beyond the Click with Post-Website Engagement
This episode features an interview with Kieran Snaith, VP of Revenue Operations at Qualified, the pipeline generation platform for revenue teams that use Salesforce. Kieran describes how, in a world of inbox overload, we can catch the attention of potential customers. He also explains how his team harnesses the power of real-time engagement to drive conversions.
Qualified is the pipeline generation platform for revenue teams that use Salesforce. Leading B2B brands such as Adobe, LaunchDarkly, SurveyMonkey, ThoughtSpot, and VMWare trust Qualified to grow their pipeline by tapping into their greatest sales & marketing asset—the corporate website—to identify the most valuable buyers, uncover signals of buyer intent, and instantly start sales conversations. Customers that use Qualified report a 10X increase in sales meetings, a 4X increase in lead conversion, and a 6X increase in pipeline. Qualified, built on Salesforce, connects the website with Salesforce data to identify account-based buyer intent and facilitate real-time sales conversations. Qualified is ranked #1 on the Salesforce AppExchange and is ranked #1 across over 20 categories on G2. Headquartered in San Francisco, Qualified is led by former Salesforce CMO Kraig Swensrud and former Salesforce product SVP Sean Whiteley and funded by Norwest Venture Partners, Redpoint Ventures, and Salesforce Ventures.
Guest Bio
In his over two years at Qualified, Kieran was the Director of Revenue Operations before moving into the role of VP. He has previous experience at SurveyMonkey, LeadIQ, and GetFeedback. A skilled business developer and strategist, Kieran has experience driving teams to success.
Guest Bio
In his over two years at Qualified, Kieran was the Director of Revenue Operations before moving into the role of VP. He has previous experience at SurveyMonkey, LeadIQ, and GetFeedback. A skilled business developer and strategist, Kieran has experience driving teams to success.
Episode Summary
This episode features an interview with Kieran Snaith, VP of Revenue Operations at Qualified, the pipeline generation platform for revenue teams that use Salesforce. Kieran describes how, in a world of inbox overload, we can catch the attention of potential customers. He also explains how his team harnesses the power of real-time engagement to drive conversions.
Key Takeaways
- We can improve productivity by installing the right systems and processes. Specialized team structures and the willingness to constantly adjust can generate more pipeline and close more deals.
- The BDR team is guided by intent, which relies on a prospect’s response to marketing materials. When a prospect clicks on an ad, google searches, or enters a website, BDRs should take action to understand prospect behavior.
- Fast response is critical to staying competitive. The speed of your response, especially when addressing an initial request, makes it more likely that you’ll secure a prospect and make a conversion.
Quotes
“This stuff is hard. There's a lot going on. You're going to be surrounded by challenges. Really work with the cross functional leaders to get that buy in on the top priorities. Focus on those. We've been in times where we've just had too much going on at a given time. And we're doing, you know, too many things at 95%. Really focus on the things that are going to impact the metrics that matter the most to you. Prioritize that, get the cross functional buy in and take those on.”
––Kieran Snaith, VP RevOps, Qualified
Episode Highlights
**(01:05) Defining RevOps
**(01:30) Building a RevOps function
**(08:42) Creating a strategy
**(13:17) BDRs and SDRs
**(21:03) Why you have to respond quickly
**(25:15) RevObstacles
**(29:56) RevOops
**(38:10) The Tool Shed
**(42:16) Quick Hits
Episodes Transcript
- We can improve productivity by installing the right systems and processes. Specialized team structures and the willingness to constantly adjust can generate more pipeline and close more deals.
- The BDR team is guided by intent, which relies on a prospect’s response to marketing materials. When a prospect clicks on an ad, google searches, or enters a website, BDRs should take action to understand prospect behavior.
- Fast response is critical to staying competitive. The speed of your response, especially when addressing an initial request, makes it more likely that you’ll secure a prospect and make a conversion.
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