Data Talks, Episode 13
Data Talks is Exago’s podcast on all-things business intelligence, analytics, and application software. This month, VanillaSoft CMO Darryl Praill and his decades of marketing experience joins us to talk about sales metrics and how to build a high-performing sales dashboard tailored to a spectrum of stakeholders. We also learn what metrics SaaS sales teams should pay particular attention to and what common dashboarding missteps to avoid.
Segment 1: Building a Killer Sales Dashboard
(2:00) About VanillaSoft’s queue-based sales engagement strategy.
(7:45) Why velocity matters so much in sales.
(9:30) The role of metrics in taking the emotional component out of sales decisions.
(11:00) What happens when we compare dashboards to scoreboards.
(13:45) What sabermetrics (or SABR metrics) has to do with sales metrics.
(20:00) Thinking about audience.
(25:00) Breaking down a sales dashboard into roles.
(27:15) The three sales stakeholders: the sales lead, the marketing lead, and the CEO.
(32:00) Top-down vs. bottom-up sales cadences and processes.
(36:00) Common dashboarding mistakes.
(40:30) Distinctions of the SaaS sales dashboard.
(43:45) The ideal CAC-to-CLV ratio.
(45:00) Churn and ChurnZero
(50:10) Darryl’s favorite sales metrics: retention and churn.
Segment 2: What We Are Nerding Out About
(52:45) Daryll: The best and most cost-effective way to track attribution!
(54:55) Nicole: crisistrends.org!
(57.15) Alex: C# 8.0!
Darryl Praill, Chief Marketing Officer of VanillaSoft, is a high-tech marketing executive with over 25 years’ experience spanning startups, re-starts, consolidations, acquisitions, divestments and IPO’s. He has been widely quoted in the media including television, press, and trade publications. He is a guest lecturer, public speaker, and radio personality and has been featured in numerous podcasts, case studies, and best-selling books.You can find him on LinkedIn.