Sana Security
Sana Security’s Need: Decrease Cost Per Lead
Before working with Phone Works, Sana Security had an outsourced lead generation program that was costing them a fortune. Though the outsource vendor was delivering appointments, they were not being generated uniformly across territories, leaving the Eastern Region’s pipeline brimming with leads and the Western Region starving for them. Furthermore, the leads were not consistently well qualified and the percentage of appointments kept was low. Executive VP of Worldwide Sales, Steve Erbst came to this conclusion: “Our board and executive team were committed to an inside sales program, but we needed to bring it in house. We hired Phone Works because they were the firm with the best reputation for building high-performance inside sales teams fast.”
Phone Works Designs and Builds the Lead Machine
Phone Works hired two inside sales reps to cover the US but also, given Sana Security’s product, added an all-important new territory: Federal. The initial lead generation approach was targeted cold calling to generate appointments across each territory. Eight months later, 220 appointments had been set by two inside sales reps. About this time, Tim Eades came on board as the new VP of Marketing. One of his key initiatives was to create a professional lead generation marketing program to support Inside Sales' efforts. Phone Works took this opportunity to refine the model they had created to provide a consistent and measurable process. With the launch of an extensive webcast series and nationwide professional speaking engagement program, Phone Works implemented an additional lead follow-up program to address these newly-generated inquiries. Phone Works teamed with Channel Marketing to create a Channel Support program, ensuring that qualified leads were passed not only to Sana’s field sales team but also to the Channel organization, which had become increasingly strategic to Sana’s success.
360 Appointments in the First Year
Erbst, amazed by Phone Works’ results stated, “Not only did the Phone Works program result in an increase in appointments, but we also we saw over 93% of those appointments kept.” Erbst added, “These prospects were really qualified!” Over 30% of the appointments hit sales forecasts and Sana’s biggest closed deal to date originated as an Inside Sales lead. 40% of the deals in our pipeline were generated by the Inside Sales group. After building and refining the Inside Sales team for four months, Phone Works stayed on board at Sana in Acting Manager mode for an additional seven months to continue to fine-tune the program. The results? Increased qualified appointments and decreased cost of sales.
Recurring Results Summary: After the First Year
A year after Phone Works stepped in to build their inside sales function, Sana Security’s Steve Erbst said, “Now that Phone Works has designed and tested the model, we can count on predictable results on a daily, weekly and monthly basis. “ Each Inside Sales Representative spends five hours on the phone per day, dedicates two hours to channel development and support and one hour to administrative and research functions. The results are as follows:
| Per Inside Sales Rep | Day | Week | Month | |
| # of calls per day | 50 | 250 | 1000 | |
| % of connects per day | 15% | 15% | 15% | |
| # of contacts | 7.5 | 37.5 | 150 | |
| % qualified contacts | 10% | 10% | 10% | |
| # of qualified appointments | 1 | 4 | 15 |
About Sana Security
Sana Security is taking a powerful new approach to effective computer security in complex, real-world environments by developing application security software that provides highly automated and effective detection and prevention of attacks for both standard and custom server applications on all major platforms. See www.sanasecurity.com for more information.
