IST Process Document

IST PROCESS DOC

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 IST Process Document

1. INTRODUCTION
1.1 Purpose
The purpose of the IST (Inside Sales Support Team) Process is:
• To identify an opportunity in the areas of software testing and send it to the
respective Account Executive/BDM/Sales/Territory Manager.
• Define the approach and scope of activities of IST.
IST activities covered in this process are:
• Market and competitive Research – To indentify RFI/RFP’s and market
intelligence.
• Generate leads by Emails Campaigns - The objective is to identify verticals
based on the market potential, design the campaign calendar and Build
database using B2B portals (like Hoovers, Corptech, LinkedIn and Web
sources) to target prospects through emails.
• Generate Leads by Telecalling - To get an appointment fixed for the
respective BDM’s / Account Managers.

1.2 Scope
This document covers the activities of the Email procedures followed by Inside Sales Support Team.
• Creating awareness in the market through email campaigns by making prospect aware of testing
innovations at <>.

1.3 Responsibility
The responsibilities for implementing this process are of personnel involved in Business development
activities, that is IST.

The IST structure is divided as below to chase verticals like ISV, BFSI, Enterprise (including cross
industries) and Life Sciences.:
• US Hunting team - Pursuing new business opportunities in North America
• UK Hunting team - Pursuing new business opportunities in UK & Ireland
• Continental Europe - Pursuing new business opportunities in Europe
excluding UK & Ireland
• Emerging Markets - Pursuing new business opportunities in India, APAC,
Middle East and Africa.

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2. IST PROCESS – FLOW CHART

Resource

Market Mapping
Research

Creation of
Database

Monthly Campaign
calendar

Prospecting Via
Emailing

FUP Emails

Leads Generated
/Responses
Positive, Warm,
Cold, Negative

Update DSR, DB &

CRM

Update Campaign
Report

Campaign Report
Analysis

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2.0 Resource
• In this document we are referring to the resource as a person who prospects, he/she could be of
the following designations – Management Trainee, BDE, Sr. BDE, Team Lead, Asst. Manager.

2.1 Market Research

• Identify potential procurement opportunities such as RFP/RFI/RFQ’s with respective regions (e.g.
USA, UK, Emerging markets, Europe etc.)

• Quick analysis on the company i.e. swift glance at the organization that includes Management
structure, mergers and acquisitions, Financial status, Current IT trends/setup, news updates (IT),
articles published/conference and many more which helps in to get maximum information about
the company. The above research is done using resources like Google, LinkedIn, Hoovers,
Jigsaw, Discoverorg, Iprofile and by subscribing to newsletters for the respective regions.

2.2 Mapping
• Finding list of companies in a given territory, state, country as per given revenue parameter.

• Understand each company’s vertical, domain, sub-domain and update in database

simultaneously.

• Finding Key contacts (CXO, VP, Director, and Manager) for each company.

• Adding Contacts by using different database sources

3. MONTHLY CAMPAIGN CALENDAR

• Each month a list of campaigns are proposed by the manager & team that has to be executed by
resource with in the month.

• These campaigns are decided by doing secondary market research to find out which are the
verticals that can quick business for the organization. This is done by taking input from Top
management, Business development managers, Sales & Marketing teams and Delivery teams.

• The campaign calendar is then shared with the team members.

4. EMAILING
• Drafting email messages with the purpose of acquiring new customers or convincing current
customers about our cutting-edge technology.

• Sending email messages with the purpose of enhancing the relationship of a Company with its
current or previous customers, to encourage customer loyalty and repeat business.

• Adding Webinar invites and special promotions sent through email messages to the prospects.

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Protocols of IST:

• Check the client list CAREFULLY before sending an email to the prospect as current clients
should not be approached for new business.
• Check company name & activity history carefully.
• Do not contact inappropriate contacts who do not influence the decision making.
• Carefully check the Company Name, First Name and Email Address before sending email.
• A thorough check of the content of the email is must before sending out the email.
• Address the prospects with warm greetings on occasions like awards, Promotions, festivals, and
Special achievements.

4.1 Follow-up of emails

• Resource tries to contact the prospect again through a follow up email.

5. LEADS GENERATED/RESPONSES

• Once the response is generated through emails that have been sent to the relevant IT decision
makers, these responses are categorized under Positive, Warm, Cold and Negative.

5.1 Positive Response

• Prospect asks us to call on specific time/date or gives his contact details to call/meet.

• Prospect comes with direct requirements such as RFP’s (request for proposals)

5.2 Warm Response

• Prospect refers us to relevant decision maker within their organization.

• Prospect enquires for any information related to our service lines / company (RFI)

• Prospect comes with queries on any specific technology in use.

5.3 Cold Response

• Prospect comes back with “No immediate need” “No Budget” “we have an existing
vendor in place” “not interested at this moment” or anything which he/she makes clear
stating that they are not looking for any services that we are offering.

5.4 Negative Response

• Prospect says to “remove him from the list” or “unsubscribe”. IST should forfeit reaching
out to that particular person again.

5.5 Lead Protocol

• Once the resource receives the Suspect response the same is forwarded to the IST head
for confirmation. Once the suspect is confirmed, it will be forwarded to the respective
territory sales head for routing, looping all the top management executives (Sales,
Delivery & Solutions Engineering Group Heads)

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5.6 Info Lead

• Prospects who write an email directly to <> on any immediate needs or interest is
considered as info lead and will be forwarded to respective territory sales head for
routing.

6. UPDATING

• Responses received will be updated in MS Excel (WSR) and in CRM (Zoho) tool.

6.1 Database
• The response will be updated in database for internal usage of resource; this is useful for
maintaining the database accurately.

6.2 CRM
• CRM software tool wherein the resource fills in the fields provided accordingly. This
information can be accessed globally and BDM updates regarding the status of the lead.

6.3 Daily Summary Report

• By end of the day resource submits the daily summary report where they update –
Total number of emails sent.
Total number of companies prospected.
Total number of responses received.

7. CAMPAIGN REPORT
• A report to track the following details:
Number of companies targeted.
Number of emails sent.
The number of suspects (leads) and warm responses generated and the overall
response rate for the week.
The campaign report is based on the data filled in the DSR by each resource.

8. INCENTIVE STRUCTURE FOR OFFSHORE INSIDE SALES TEAM FOR

TESTING/STAFFING/DEVELOPMENT

8.1 Business Development Executive

On Qualified Leads:
1. Incentives on lead generation: - INR 3000 for each Qualified Lead.

2. Qualifying criteria: Minimum 4 qualified leads (It is expected to generate a minimum of 4

qualified leads to fall in the qualifying category of incentive plan.)

3. Incentives will be decided only after meeting the prospect.

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4. The leads generated for upcoming month will be only considered, whenever it will actually
happen.

5. The Incentives cycle starts on 26th day of each month until 25th day of next month. It is
expected to share the incentive report to the reporting manager on or before 25th day of each
month.

6. The Qualifying criteria for leads should meet three aspects:

(i) Defined Project Requirement

(ii) Project execution time should be within coming 3 months or the project reached

(iii) Prospect should have some budget in their hand

On Closures/Wins:
The value of the incentive will be decided by the management depending on the size of business
which is generated from that lead. However, it is expected that minimum project size should be at least
$5000.

8.2 Manager: Inside Sales

On Qualified Leads:
Incentive on Qualified Leads: INR 1500 on each Qualified Lead (Team size up to 10 BDEs)

On Closures/Wins:

The value of the incentive is 50% of the incentive a BDE earn for that closure/win.

The minimum order/deal size should be £10,000/$5,000 to qualify for an incentive on

closure/win.

Notes:

❖ Inside Sales Manager will consolidate Team’s qualified leads and Closures (including his/her) and
process it for approval from respective Business managers/ Business Head.

❖ It is expected to share the monthly approved incentive tracker to the HR/Finance Team on or
before 25th day of each month along with approval emails from respective Business managers/
Business Head