Veracode Case Study: Building Inside Sales

Their Challenge
As a fast-paced, growing company, Veracode wanted to validate and expand their inside sales strategy to incorporate inquiry conversion and outbound calling best practices. Veracode also wanted to develop a completely new and distinct inside sales strategy for a specific target vertical.

The Engagement

• Clearly defined inside sales messaging that could be conveyed via the phone in actionable sound bites.
  
  
• Executed calling programs to:
  • Test and validate outbound call methodologies and messages in enterprise accounts
  • Determine market interest in a new vertical and to build out the inside sales process from inception to close.
    
    
• “Best practice” guidance on how to build out the inside sales organization, including role definition, recommendations on what type of person to hire and recommendations for compensation.
  
  
• Operational insights on evolving salesforce.com to support the enhanced processes.
  
  
• The design, delivery, and implementation of:
  • Baseline metrics for measuring productivity and yield.
  • A proven sales methodology based on the company’s goals and objectives.
  • A customized Insides Sales Playbook documenting call strategies, methodologies, processes, qualification criteria, messaging and rules of engagement.

The Client’s View
Comments from Bernd Leger, Vice President, Marketing

On The Bridge Group’s best practice process:
"The Bridge Group shared with us industry best practices that are based on years of experience in helping build out and optimize inside sales and market development organizations. As part of the process, they spent a considerable amount of time with our management team, helping us develop an optimal methodology specific to our unique needs of fine-tuning our pipeline and inside sales goals. "

"The Bridge Group was also instrumental in helping us build our inside sales organization, giving us advice on what roles were needed and how to best fill them. The manager of our sales operations group came partly through a recommendation from The Bridge Group and she’s been a phenomenal resource for us."

The results…then and now!
"I can confidently say that much of the success we’ve had with our inside sales team is due to the foundation that The Bridge Group created for us. We’ve been able to adapt their recommendations to our continually shifting and growing environment, refining our tactics and processes as we go."

"Our investment in their services is paying off in spades, as our pipeline is more than double what it was this time last year."

Working with The Bridge Group
"Their greatest asset throughout the engagement was their best practice expertise – they have in depth knowledge of the inside sales process and how to make it successful."