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Sarah Bottjen is the Sales Enablement Leader at Redox, a leading healthcare data integration company. With over six years of experience at Redox, Sarah has played pivotal roles, including sales management and the creation of professional services offerings. In this success story, Sarah shares how Redox leveraged Akooda Insights to enhance sales processes, improve persona targeting, and achieve valuable insights.
Challenges
Sarah identified a key challenge at Redox related to sales effectiveness. Sarah aimed to leverage data to gain insights into why certain deals were lost or slowed and identify opportunities for improvement. Through working with the Akooda team, Sarah identified a key challenge at Redox related to sales effectiveness – it was not clear if the Redox sales team was always working with the correct personas and stakeholders, and the team wanted to establish clear recommendations for who the team should focus on during the sale.
Discovery and Collaboration
Upon joining the effort to enhance sales processes, Sarah discovered Akooda through a unique relationship with the head of operations. Recognizing the potential of Akooda's capabilities in analyzing interaction data, Sarah initiated collaboration with the Akooda team. The focus was on building a dashboard to analyze Closed-Won and Closed-Lost accounts, with a specific emphasis on persona building.
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"This tool helps me analyze my process by giving me a high-level overview of my interactions, allowing me to see what's working and what needs improvement."
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Sarah Bottjen
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Sales Enablement Leader, Redox
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Solution Implementation
Working closely with Akooda, Sarah and her team built a dynamic insights tool that analyzed interactions across team members, customer-facing roles, and customers. This understanding was only made possible by grabbing and analyzing the organization’s entire digital footprint including integrations with Slack, Salesforce, Google Calendar and other tools. The dashboard incorporated data such as customer size, role, and persona, providing a comprehensive view of engagements. The insights gathered helped confirm suspicions related to engaging the right stakeholders and highlighted the importance of early engagement with executive stakeholders.
Key Insights
The analysis revealed a key issue: Redox primarily interacted with technical stakeholders, which are essential to deals in their market, but are not the only stakeholder – and only including technical stakeholders hindered their ability to close deals. Findings from the dashboard highlighted where the problem was: a fourfold increase in technical interactions within Closed-Lost deals compared to Closed-Won deals. This insight underscored the risk of focusing solely on technical buyers. In today's enterprise environment, purchase decisions for complex solutions involve a committee, not just a single individual.
There are many moving parts in a sales process, and being able to see data from across multiple sources allowed Redox to understand a crucial issue: they weren't bringing in additional stakeholders early enough. To boost win rates, they pivoted their sales process, ensuring they engaged both technical stakeholders and the wider decision-making team, including those with business expertise and budgetary control.
Expanded Usage and Future Plans
While initially focused on sales enablement, Redox expanded the usage of Akooda to include the product marketing team. The team utilized Akooda's insights to drive the persona project, defining and differentiating key personas. Plans are underway to integrate additional data sources, such as HubSpot and Gmail, for a more holistic view of interactions. Redox is also exploring advanced alerting and risk-flagging mechanisms based on persona engagement to enhance sales strategy further.
Value Proposition
Sarah emphasizes the value of the co-creation experience with the Akooda team, highlighting their thoughtfulness and creativity. Akooda empowered Redox to self-service and act on insights without consuming the reporting team's time. The tool provided visibility into data not available in other systems and facilitated the interpretation of data, enabling Redox to make informed decisions and drive process improvements.
We really love working with the Akooda team. They're thoughtful and creative, just really fantastic, and I really enjoy that co-creation experience that we have together.
Measurable Impact
While specific KPIs and improvements are still in the process of being quantified, Sarah anticipates tangible results in the coming months. Redox aims to further impact metrics such as Closed-Won rates by strategically adjusting sales behaviors based on Akooda's insights.
Redox's collaboration with Akooda has proven instrumental in gaining actionable insights, refining sales processes, and driving informed decision-making. As Redox continues its journey, the partnership with Akooda remains a cornerstone in the pursuit of sales excellence and improved customer engagement.
