Looker is an inventive software company that's pioneering the next generation of business intelligence (BI). Looker believes in bringing better insights and data-driven decision-making to businesses of all sizes. The company has fast become the catalyst that is creating data-driven cultures at hundreds of industry-leading companies such at Yahoo!, Gilt, Warby Parker and Sony.
As a data-driven company, Looker appreciates the inherent value of information. No one appreciates this more than Kyle Coleman, Director of Sales Development at Looker. Kyle oversees a team of twenty Sales Development Representatives (SDRs) that bridge the sales and marketing teams. The SDRs main function is booking meetings for the sales team to initiate the sales cycle. Kyle is ultimately judged on, and motivated by, the total number of highly qualified meetings the SDRs book.
Through a process of trial and error, Kyle and his team formulated minimum firmographic standards that a company had to have to be considered a candidate for a qualified meeting. For instance, they found there is a correlation between the number of employees a company has and how likely they are to turn it into an opportunity. The outbound team follows these standards to decide whether or not to reach out to a company.
What became apparent, though, was that Looker didn’t have the right tools in place to find this critical data. Looker was using a combination of DataFox, AngelList, LinkedIn, Crunchbase, and ZoomInfo to get some of the information, but none of these solutions had the key funding data, and none of them offered an all-in-one solution.
Knowing that there had to be a better way, Kyle began evaluating other tools, and came across Mattermark’s complete and consolidated company data that would be the game-changer for Looker. Mattermark had the missing piece: the funding data, consolidated with all the other firmographic elements that Looker used to evaluate companies. “One of the reasons that Mattermark was so appealing to us was because it’s a one-stop-shop for all of the firmographic information that we need,” Kyle remarked.
In addition, by using Mattermark’s Growth Score and Mindshare, SDRs and Account Executives can now prioritize which companies to reach out to first based on perceived momentum, which is a huge catalyst for further efficiency. Looker found there is a very strong correlation between a high growth score reported by Mattermark and a qualified meeting.
One of the reasons that Mattermark was so appealing to us was because it’s a one-stop-shop for all of the firmographic information that we need.
Mattermark is also easy to use and implement. Kyle’s team was able to get up to speed and rolling quite easily and quickly. A favorite feature among the team is Mattermark’s Chrome extension. The inbound team sees a lead come through, and can quickly and easily evaluate if that company is a fit in seconds by clicking on the Chrome plugin. Another favorite feature among Account Executives are the smart lists. These allow each rep to easily create a customized list that encapsulates every new company they should care about in their own territory.
Mattermark’s feature-rich all-in-one solution provides Looker with the freedom to become incredibly efficient, and scale their outbound process. This is a critical component to their growth, and critical to Kyle’s motivations as a leader. Kyle mentioned, “What really motivates me is coming up with, and evaluating tools that allow for the maximum efficiency of my team. This whole point around data consolidation is so important.”
What really motivates me is coming up with, and evaluating tools that allow for the maximum efficiency of my team. This whole point around data consolidation is so important.
Before Mattermark, SDRs spent several minutes researching a company and manually consolidating the data. Now, everything they need is in one place, and it takes 30 seconds. When you are dealing with large numbers of companies, minutes matter. “It's night and day as far as how our SDRs are spending time. So instead of taking five minutes to do this kind of research, it's now taking 30 seconds ...it's leading to higher-quality conversations at a greater volume," Kyle said.
Kyle has been tirelessly working to improve the outbound process for Looker since 2013. He knew that in order to scale, a more efficient process was going to be key. Their old way – buying lists of leads and phone numbers to cold call – wasn’t working, until Looker started building their own list from user-generated data. Once they made the switch to reach out to prospects in a more “human” way, things started to click marking a big turning point in Looker’s outbound process.
However, the new process was totally manual and it was clear they required a more scalable way. Mattermark has allowed for that kind of scalability to exist in the outbound process. Mattermark is the perfect intersection that meets Looker’s current needs and its future need to grow.
Kyle knows the one thing that is important to measure is the only thing reps can control – their output. Before Mattermark, a SDR was entering 35 new companies and identifying roughly 132 leads per week. With Mattermark, a SDR is entering 52 new companies and 193 leads per week, for more than a 30% increase in both leads and accounts through using Mattermark for only one quarter.