Video is a powerful tool for individual reps. But when the entire sales organization coordinates its video selling efforts, it can elevate mere tactics into a revenue-crushing digital sales strategy. For example, automation rules can alert reps when prospects watch their videos, managers can coach salespeople on how to best use videos, and the entire organization can see how their videos drive pipeline.
Video platforms can pass data directly to the CRM and marketing system, allowing teams to trigger alerts for when prospects have watched videos, or watched a certain percentage of the video. Marketing teams can score leads and accounts based on how much of the videos they’ve watched and better personalize their account-based marketing campaigns.
To start out, all sales teams should:
Video platforms provide analytics that allow teams to measure the metrics that matter:
Sales leaders can add video reports to their CRM dashboard to see how individual reps perform. For example, do a handful of reps generate the lion’s share of meetings booked? Or does a single rep earn an abnormally high response rate? You can dig in to view their videos, see what they do differently, and coach the rest of the team based on what you find.
Leaders can also view video performance for the entire team, and ask questions such as, how do videos influence deals? Where do they show up in deal cycles? Business development managers can see how video influences responses and meetings booked. Sales managers and customer success managers can view win rates, renewal rates, and even measure the dollar-value video adds to pipeline and revenue.
Sales enablement organizations also benefit. They can see which videos work best at each stage, and advise sales reps. The data is as granular as they’re interested in getting: Sales enablement teams can view which parts of videos individual prospects view, skip, or repeat, to fully understand how they consume video and how the team can use it to drive more sales.
In the next chapter, learn more about how to get your team started with using video.
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