Driving go-to-market (GTM) efficiency by automating manual tasks
The implementation of Seismic had Aerogen focus on improving seller productivity and increased efficiency in their roles by helping them spend more time with the right customers, using the right message, at the right time in their buying journey. This included new hires, tenured sellers, and channel partners. Buitendag worked with the highly engaged global marketing team to reorganize content in Seismic and optimize search options to best support their sellers. Up until then, the marketing materials Aerogen created to support sellers were largely paper-based. "There was no measurable way of understanding which materials were being used, how often they were being used, and which parts of the material were impactful or engaging the customer," said Buitendag.
With the addition of Seismic and key technology partners, Aerogen began to build a coordinated sales process with a new approach. Before Covid, sellers were primarily focused on face-to-face interactions but with Seismic and the Salesforce integration, Aerogen knew there was an opportunity to measure and capture more data around what the sellers were doing. "We had a group of 25 sellers, representing all geographies, that we brought in as part of our development team so that we could truly say that the enablement platform was built by sales for sales," said Buitendag.
An integrated experience with Salesforce was critical for Aerogen to support efficiency for their sellers. "We have gone for maximum integration," said Buitendag. Before launch, Seismic was integrated with Salesforce to push content to the opportunity, account, and contact pages along with data readbacks which recorded seller and customer engagement with content and allowed for gamification points to be accrued by sellers. Seismic also integrates with Aerogen's quarterly business operational reports and quarterly business review templates, along with integrating into their incentive and bonus plans.
Another additional layer of integration with Seismic's data and content feedback began to help close the loop for the Aerogen marketing team and open the ability to automate an omnichannel approach. "Here at Aerogen, we have a great working relationship between marketing and sales, and Seismic brought us even closer," said Buitendag. Marketing and sales meet in workshop formats to complete Aerogen 360-degree role-playing activities that require the use of Seismic with customers and to work together to create new content, such as Email Blast templates. "This approach produces an asset created by sales and edited by marketing, that is relevant to the customer. And marketing knows sales will use it because they helped to create it," said Buitendag.
Aerogen has seen a 54% increase in seller participation (sellers reaching and exceeding target) and a 48% increase in time spent selling since the enhancements made in their overall GTM efficiency through a more integrated sales enablement technology stack with Seismic.
