Five Tools For Sales Success: A Chat with Scott Edmonds of Marketo

Scott Edmonds of Marketo sat down and talked with us about the top technology tools he uses. Scott has been with Marketo for more than three years, starting as the first account executive. He focuses on new accounts. Previously, he founded a company that provided manufacturing and design architectural services and was a Weatherhead Scholar at Case Western Reserve University, where he got his MBA.

An: Scott, thanks for taking the time to sit down with us and talk about what tools a sales manager should have in his toolbox.

Scott: Of course - let me preface this by saying all of these tools should integrate with each other and this list is in no particular order.

An: Thanks for that clarification. So what tools do you need and use everyday?

Scott: A top quality smartphone enables me to have access to sales data/apps, and ties together the other technology tools I need. I use this phone to stay connected while I travel on sales calls throughout my region.

CRM - I use it for everyday operations, to manage my deals, opportunities and contacts. It's important for CRM systems to be simple and intuitive so I can just log in and get the information I need out of it.

A marketing automation tool enables my team to develop and nurture a pipeline for the entire sales organization. An important function of this tool gives me insight to prospect behavior. I know if they've opened proposals, visited our Web site and / or opened any emails I've sent.

Another (obvious and critical) important tool is an email platform - I spend most of my time on the phone or on email. My email programs manages my contacts, enables me to quickly find information via search, and send communications to my prospects and customers. This is a critical IT infrastructure need.

Electronic signature - as a sales professional, the last thing I want to worry about is the deal, after doing all of the hard work of the deal: agreeing to Ts & Cs and agreeing to all the details. After the sales process, having a deal get fuzzy because of administrative aspects is terrible!

Electronic signature can provide insights so I can see where the documents are in the signing process. It's just so easy to click-to-sign - there's less friction than the traditional print, sign, scan, fax process.

An: Thanks so much for sharing this. Do you have any stories to share?

Scott: Ohh yes. Early on at Marketo, the end of the month fell on a Sunday. I needed to get a deal done and the signer was on vacation at a cabin in Vermont. He worked with me, we agreed to the terms - I was working from home and he was on vacation. If I had to fax, I don't think the deal would have gotten done! I used a smartphone to get the documents to him and he signed using his Blackberry.

Another story happened more recently - I had the chance to go to the World Series for Game Two to see the Giants. I wasn't going to miss it! I got a deal done via e-signature and a smartphone from the third base side. It was a once in a lifetime opportunity to see the Giants in the World Series and still drive deals!

An: That's pretty amazing. I'm a little jealous - you have to share pictures! Any last words or tips for other sales professionals?

Scott: Really work on understanding the overarching needs of your prospects so you deserve their trust. Make sure you have a big picture focus and keep an eye on the details.

Make friends with your marketing colleagues - in the battle to win the deal, they're your closest allies!

Finally, never check in just to check in. Always have something of value to share each time you call or email a prospect!

A BIG thanks to Scott Edmonds from Marketo for sharing his insights about the value of technology to sales professionals!