The New Playbook: Signal Based Selling with Jen Igartua - The Transaction - Ep # 21

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Aug 22, 2024

Jen Igartua, CEO of GoNimbly, is a multi-talented force in comedy and board game design. In a lively discussion, she unpacks the concept of signal-based selling, emphasizing the integration of diverse data sources to enhance B2B sales strategies. Jen shares her innovative approach to lead scoring and actionable insights for sales teams using algorithms and playbooks. She also explores the evolving roles of SDRs in a data-driven environment and the journey of her board game 'Side Effects,' highlighting its unexpected success.

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ADVICE

Outcome-Focused Playbooks

Replace traditional lead scoring with outcome-focused playbooks.
This approach scores leads based on specific, desired outcomes and triggers corresponding playbooks for sales teams.

ANECDOTE

AE Access to Data

Jen Igartua recounts working with a company transitioning from founder-led sales to AE-led sales.
AEs lacked crucial product usage data readily available to founders, hindering their sales effectiveness.

INSIGHT

Data Integration for Signals

Signals for outcome-focused selling aren't typically within Salesforce.
Integrate diverse data sources, including product usage, marketing engagement, and intent data, for a comprehensive view.

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The Transaction’s guest today is one of many talents. Jen Igartua, who is not only the CEO of GoNimbly but also a side hustler in both comedy and board game designing, provides her insights on the sales and marketing world today. The conversation covers transforming B2B sales strategies using signal-based selling and PLG (Product-Led Growth) insights. Jen shares her innovative approach of using algorithmic scoring and playbooks to refine lead scoring and offering specific actionable insights for sales teams. She emphasizes the importance of integrating data from diverse sources and creating systems in Salesforce to optimize outcomes. The discussion also touches on evolving roles for SDRs and leveraging automation to enhance their effectiveness. Towards the end, Jen shares her side venture as a board game designer and the unexpected success of her game, 'Side Effects.'

Takeaways:

Develop a system that triggers alerts and notifications based on specific business signals, ensuring those signals are integrated into CRM platforms like Salesforce for easy access by sales teams.
Deliver summarized and relevant data insights to the sales team. Ensure that raw data is processed into actionable information, with clear next steps included.
Design playbooks that align with specific triggers and signals, providing the sales team with structured guidance on how to respond and engage clients based on the data insights.
Ensure that all customer interactions, whether in marketing or sales, are unified in a single repository like a data warehouse and accessible from the CRM. This avoids silos and allows for a holistic view of client engagement.
Consider automating the initial touchpoints of outbound campaigns through marketing, and then routing the responses and qualified leads to SDRs for further personalized engagement.
Move beyond traditional lead scoring to a more outcome-focused model that considers multiple signals for different stages of the customer lifecycle, such as expansion opportunities and churn risks.
Even with automation, ensure that meaningful human interactions remain a core part of the sales process, particularly for high-value touchpoints.

Chapters:

00:00 - Jen's Comedy Career
01:28 - Welcoming Jen Igartua
02:48 - Jen's Background and Experience
03:28 - The Big Question
04:12 - Shifts in Lead Scoring
07:10 - Intercom's Tactical Example
08:40 - Challenges in Signal-Based Selling
14:29 - Building Effective Sales Playbooks
18:39 - Integrating Signals into Salesforce
25:10 - Leveraging High Usage Data for AI Product Pitches
26:01 - Effective Playbooks and Workflow Integration
27:05 - The Shift to Data Warehouses
29:29 - The Role and Future of SDRs in Sales
33:27 - The Human Element in Sales Automation
42:44 - Exploring the Side Hustle: Board Game Design
46:53 - Conclusion and Final Thoughts

Quote of the Show:

“It’s rare that you actually see folks really putting themselves in the customer’s shoes and saying ‘What do they actually need?’” - Jen Igartua

Sponsor:

The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/

Connect with Jen:

Jen’s LinkedIn: https://www.linkedin.com/in/jen-igartua/
Website: https://gonimbly.com/

Shoutouts:

Scott Brinker https://www.linkedin.com/in/sjbrinker/
Esteban Kolsky https://www.linkedin.com/in/estebankolsky/
EverString https://lsvp.com/company/everstring/
Salesforce https://www.salesforce.com/
Intercom https://www.intercom.com/
Twilio https://www.twilio.com/en-us
Ashley Welch https://www.linkedin.com/in/awelch1/
Dave Brock https://www.linkedin.com/in/davebrock/
Zendesk https://www.zendesk.com/

Follow the Show:

Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/
Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/
The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/
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