Expert Roundup: Top Ways to Utilise Inside Sales in Asia
Many things have unfolded in 2020 which have shaken up various industries and organisations. It has also transformed how some companies do their business to accommodate national policies and protect people from health risks. One example of the adjustments that we have seen in the last few months would be the increased reliance on inside sales.
For years, inside sales has been the go-to approach of many companies that aim to reduce the costs of sales and serve a large client base with complex needs. It goes beyond the traditional lead capturing routine which increases a company’s chances of sealing more and more deals.
This is why it’s not surprising why Inside Sales and SDRs have taken on a bigger role in helping companies stay afloat during these challenging times.
To help you learn more about the role of Inside Sales in Asia today, we decided to reach out to two APAC sales leaders to provide their insights on how to use Inside Sales. Hopefully, you can take inspiration from the techniques they use and maximise the use of Inside Sales and your SDRs in your own organisation.
Here are our guest contributors for this expert roundup:
- Peter Marini, Managing Director-APAC, NetGuardians
- Elayne Gan, Head of PIB Sales-APAC, Dow Jones
- Tarun Kumar Kalra, SVP, Head of Global Sales, CredoLab
Meanwhile, this is the question we asked them:
- What are the top ways you are utilizing SDRs or Inside Sales in Asia today?
Scroll down to read their response to our question.
Managing Director Asia Pacific
1. Our standard go-to-market is via digital marketing and partner-supported in-person round tables, these in-person events are usually around 10-30 people, which are conducive to a more open discussion environment.
2. Due to COVID, we had to pivot to less in-person methods of lead generation and so leveraged external Sales Development Representation (SDRs) to augment the inhouse sales and channel sales team.
3. This transition was of great advantage during Covid but had limitations with many people not working from their desk, the SDR team was reliant on email and LinkedIn connections. Which is not always the best way to get the value of our solution across and make qualification harder.
4. By moving to an external SDR, we did get an advantage that we had not envisaged, which was reviewing our sales tool bag and making a number of enhancements, which benefit the team as a whole.
5. Moving forward into a post COVID world, I imagine that we will move to a balance between digital marketing, partner-supported in-person events, and external SDR, it is best not to rely on one method alone.
Head of PIB Sales, APAC
1. For us at Dow Jones, Sales Development Representatives (SDRs) represent the key to unlocking exciting opportunities that may initially look out of reach. They can drive our sales efforts into new and often uncharted territories.
2. We primarily use SDRs to help us develop a more nuanced and deeper understanding of our clients. More specifically, that means undertaking primary research to better interpret the whitespace analysis that we do in-house. I see them as a key part of our sales organisation and have found SDR contributions particularly helpful in stretched sales target scenarios
3. We are using SDRs in a very measured and meticulous way. My view is that for them to deliver the best results, it’s up to our sales function to have them operate within a disciplined structure. That means ensuring that metrics are built into any research. For example, numbers of firms researched calls made as well as metrics showing how conversations have been converted into meetings.
SVP, Head of Global Sales
- “Qualifying out” opportunities is key to a successful sales funnel management in Asia. The growing evaluation of digitally transformative AI and ML driven solutions that drive operation efficiencies has resulted in multiple opportunities with undefined key objectives, priorities, and success outcomes. Late-stage opportunity disqualification results in sales inefficiencies.
- Credolab has invested in building a global function to handle inside sales and demand creation. This “arrowhead” sales function is driving a wider reach to targeted industry segments and customer profile, building a qualified opportunity funnel resulting in higher sales headcount productivity. The inside sales function provides a framework driven landing point for inbound leads in turn driving greater revenue generation potential for” in country” sales directors.
- Tight alignment between targeted marketing initiatives & structured outbound campaigns, industry thought leadership and deep understanding of the data driven risk domain are key areas we are focusing on and investing in for a successful Inside sales and Demand Creation function.
Connect with Datasearch Consulting
A Growing Need for Inside Sales in Asia
Without a doubt, we believe Inside Sales will continue to help sales leaders to scale their operations. And in the next few years, we expect to see more innovations that would help SDRs such as more advanced automation tools, AI-based systems, and Big Data. We’re definitely excited to see what other changes in salespeople in tech and fintech in Asia as we gradually embrace a post-COVID era.
All of us at Datasearch Consulting would like to express our heartfelt thanks to Peter, Elayne and Tarun. You have been amazing at sharing your expert insights on Inside Sales and SDRs. We look forward to having more collaboration pieces with you in the future!
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