Top sales organizations are using Slack more than ever.
We wanted to see in detail how—exactly—top sales teams are using the platform, so we recently analyzed Slack usage at hundreds of sales organizations, including leading companies like HubSpot, WeWork, Slack, and Intercom.
Below, we dive into our findings, including three specific takeaways for any sales team using Slack.
Of the three, this is the big one:
- 35% of sales organizations using Slack have dedicated channels for every customer and prospect.
More on why below…
Note: At Troops, we’re building solutions that help salespeople close more deals as a team. Want to know more about how it works? Sign up for a free trial.
1. 35% of Sales Orgs Have Dedicated Channels for Their Most Important Opportunities and Clients
Of the hundreds of sales teams we looked at, over a third (35%) are using unique channels for sales leads and accounts. Regardless of whether it was a B2B or a B2C business, across the board, we saw the same pattern.
The reasons behind this are twofold:
- Organizing communication around a particular account in one place
- Direct communication with the client
To put it simply: top sales teams swarm around opportunities in Slack—because that’s where they are already working.
By creating a dedicated channel for each opportunity, SDRs, AEs and C-level management have a complete timeline with all necessary information for their most important accounts, easily accessible at any time, especially if they’re the only ones with access to that channel.
Different organizations organized their prospect channels in different ways. Here are the most popular ways we saw teams organizing channels for individual accounts:
#sales: In Use at 80% of Sales Orgs
#sales was in use at 80% of the sales organizations we looked at and was the most common channel or prefix we found in our research. Typically #sales was followed by a specific account or a subset of the sales team.
#customer: In Use at 45% of Sales Orgs
#customer channels were also popular, giving reps a place to manage communication with specific existing customers. These channels usually included the customer name.
They’re also a great place to communicate directly with an ongoing customer by inviting outside guests to the channel.
#enterprise: In Use at 17% of Sales Orgs
For organizations selling into large accounts, #enterprise channels gave sales teams a way to organize conversations about their priority accounts.
This also allows enterprise or higher-level managers to follow the progress of the most important deals—without having to track every deal being worked by the sales team.
#onboarding: In Use at 14% of Sales Orgs
Some organizations created dedicated channels specifically for customers in the #onboarding process.
Organizations using this approach will often change the prefix of a channel as a company moves from prospect to customer to established account.
#account: In Use at 13% of Sales Orgs
A number of sales organizations simply used #account channels to designate specific prospects or customers currently owned by either sales reps or the customer success team.
#inbound: In Use at 8% of Sales Orgs
A small number of sales teams used #inbound to designate prospects that came from inbound marketing—as opposed to traditional outbound prospecting methods.
2. B2B Brands Added Prospects and Customers to Their Channels
For B2B brands, we saw a number of companies that directly added sales prospects to a Slack channel.
By doing this, they’re able to communicate with clients in real-time rather than through the normal back and forth emails.
In addition, all communication and documents are all gathered in one place. If anyone involved needs to look up the deal history, pricing information, or any other details, it’s easy to find in the channel.
By streamlining communication in this way, they can increase their chances of closing the deal.
3. Team Collaboration Channels
Third, many sales organizations use specific channels for collaboration and sharing across the sales team and the rest of the organization.
We use many of them at Troops too, including:
When an opportunity is marked as Closed Lost in Salesforce, our notes from the deal are automatically pushed to Slack. This way, the entire company gets a better understanding of reasons why some deals might slip through the cracks.
We’ve found it helps our teammates in marketing and product to better understand what makes people buy (or not) as well.
If you share losses, you have to share wins too! A digital sales gong makes this a fun process for the entire organization.
Sharing sales call notes in Slack enables other salespeople to share their expertise, especially if they recognize a situation that’s similar to one of their previous sales processes.
These give us a place to celebrate, learn, and share as we interact with customers and prospects. Here’s a sample from our #customerwins channel:
Collaboration in sales isn’t new, but we do see an increased focus on team selling across many of the top sales organizations we work with. The difference today is that sales teams are moving away from sales-only platforms such as Chatter in favor of Slack, which is usually in use company-wide.
What kinds of Slack channels are in use in your sales organization? How does your sales team use Slack for selling? What are your favorite marketing Slack integrations?
Note: Troops is a Salesforce automation solution that works 100% within Slack. It is designed to help salespeople close more deals. Sign up for a free trial.