NaXum CEO, Ben Dixon, highlights the changes predictive action technology is creating in the referral marketing space today.
A Step Back In Time:
For many of the sales executives in the referral marketing space, technological breakthroughs like google sheets, changed our world forever.
If you remember back to the mid-2000’s when Google Sheets first became available, many of us as sales executives finally had a place that the series promoters could log into daily and post their numbers.
The majority of software platforms in the direct sales space have always had data after a sale occurs and traditionally have reported on transactions, life-time-value of the customer, and average order size.
The part missing for so many executives in the space has always been tracking the ‘leading indicators’ that cause sales. Information like the number of new outreach calls made, presentations hosted, follow-up calls made, and the number of times asking for the order have all served as ‘leading indicators’ that predict the sales numbers for the future.
“Once google sheets with their easy-to-use cloud collaboration spreadsheets were available, I remember being giddy with all the visibility it brought to our business, team members could self-report their numbers and we could get a clear picture of activity.” – Ben Dixon
The downfall of the google sheets approach over time was that the data was ‘self-reported’ and in an industry full of salespeople that love to look good, the data was not always accurate.
Over the 2010’s our team at NaXum used our CRM platforms to help move clients away from self-reported dashboards and metrics to automated reporting. Some metrics became easier to track than others, but it was not until 2018 where the predictive action engine changed the game.
In 2018, NaXum launched a predictive app that companies could brand as their own that was so intelligent that the app felt like a top leader, sitting next to the newest person on the team “suggesting” what to do next.
As the tool “predicted” what to do next, the term “predictive actions” was born.
Now that we could focus a salesperson’s attention through an APP on the top 3 actions for them to take with prospects and existing customers, we could also track their activity.
For the first time ever, instead of ‘self-reporting’ actions, we can track when sales promoters can set daily goals and take action on:
# of new outreach calls
# of followup calls
# of minutes spent growing your mind on skills
# of pieces of social media content shared
“The data in the predictive platforms is a total game-changer. These are the real numbers, no fluff, from the activity in your sales teams. Companies can finally make real decisions off of daily active feedback to grow their business.” – Ben Dixon
Winning Daily Habits:
Now that platforms can track real actions daily, they can also enable accountability for your salespeople.
As your promoters set daily goals and work towards the goals, automated reporting can track not only streaks of activity but weekly average consistency metrics.
Real coaching like “I see you’ve grown. You were only hitting your daily goals 2 days a week and now 5 weeks later are at 5 days a week, great work!” is now a reality from the reporting inside the predictive platforms.
The competitive advantage that the daily feedback loop activity data brings cannot be overlooked.
The direct sales space is highly competitive. Tools like predictive actions are giving companies the edge they need in the space to hold others accountable.
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Ben Dixon loves referral marketing. His family found direct sales back in 2006 and had success using technology to create home-based businesses. Since 2010, Ben has focused on serving referral marketing, party plan, mlm, and direct sales companies across the globe with the technology they require to empower their passionate fans to virally grow their businesses.
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