The Challenge: Though a veteran of inside sales, when Attributor’s CEO stepped up to lead the fledgling company, he wanted to avoid the mistake made by many startups — ramping up sales efforts without fully understanding their market or their customers. He wondered if he had the right customer-product fit, a repeatable sales process, the right model — should it be direct/field sales or just inside sales — how should he price the product? What he wanted and needed was real data so he could make intelligent decision about his sales strategy.
The Solution: He hired Reality Works Group to implement a pilot program to help him understand his market and customers, and to test the feasibility of using an inside — or other — sales model. He recognized that a pilot would answer his questions, without spending a lot of investor money or wasting valuable time. Our team came in, rapidly set up an efficient sales process, then quickly tested a number of hypotheses and combinations of phone and Web approaches.
- Learned that the fastest track to revenue was selling to the newspaper market.
- By year end, Attributor had sales or commitments with 80% of US newspapers.