Boomi’s head of content strategy says deals that include a digital sales room win at a rate 1.8 times higher than deals without one and run more than twice as large, according to a customer profile Seismic published on Oct. 29.
Cait Bowes, Head of Content Strategy at Boomi, built the program around giving a buyer’s champion a curated space for making the case to a full buying committee. She started with a small pilot, used CRM data to show sellers the early results, and ran workshops that helped each seller build a first room.
Sellers now put the room link in their emails and use the Gmail and Google integrations. They also read the engagement analytics to judge whether a deal is viable. Bowes said, “Then you get all those juicy analytics, and that’s when people’s eyes really start to light up.”
The numbers Boomi reports
The profile gives three results. Win rate on deals with a digital sales room is 1.8 times higher than on deals without one. Deal size is more than 2 times larger. Time to close is trending down as adoption grows. Seismic published the profile on its own blog.
In our reading, sellers choose which deals get a room, so a stronger deal may be more likely to receive one in the first place. A ratio like 1.8 times cannot settle that on its own.
What it means for the sales leader
Bowes’ rollout order is worth copying: pilot, CRM data to show sellers a result, then workshops. A leader weighing a room can run the same cut before buying anything, pulling win rate and deal size by room against no room from the CRM, and then check whether the rooms went to the deals that were already healthy.
Our earlier piece on sales teams that need evidence buyers can defend covers buyers who arrive with their own research, and our look at spreadsheet work moving into live systems covers the CRM side.
Source: Seismic, How Boomi elevated the B2B buyer experience for prospects
