Cross Telecom embraces sales enablement tools to increase closed-won deals

About Cross Telecom

Arrow S3 (a merger of Cross Telecom and Shared Technologies) is an end-to-end integrator of telecom technologies. The company employs a direct sales model with account executives (AEs) located throughout the United States. One of the marketing department’s primary roles is to enable the sales team to be their own ‘marketing machines’ – to farm new business.
 

A more productive sales force

Prior to the merger, Cross leveraged Eloqua’s sales enablement tools such as sales email templates, weekly reports and real-time notifications of website activity to improve conversion throughout the funnel. The company doubled the productivity of its AE team and increased opportunities by 47% from 2010 to 2011. After the merger, widespread adoption and success with the Eloqua tools opened the door for increased use of Eloqua Profiler and Eloqua Discover for Salesforce.
Experiencing the benefits of Eloqua’s sales enablement tools and capabilities within the Salesforce platform has spurred AEs to improve their Salesforce usage. They are “living” in the CRM tool more, entering correct data and, in doing so, maximizing their results by the Eloqua and Salesforce integration. Eric Butterwick, senior marketing consultant, said, “Eloqua has been a huge catalyst in improving our Salesforce usership.”