▓█►SD-WAN Lead Generation and Sales Strategies - How to Sell SD-WAN

well let's go ahead and get started so

today is part of our sales tax training

series and today we're going to be

talking about sd1 and selling SP when

and specifically we're going to talk

about DNS intelligence and the reason

why DNS is so relevant in the Sdn sales

conversation is in order for us to truly

articulate the greatest value that Sdn

brings to the table we need to be able

to talk about how SD Wynn optimizes the

applications that these end users are

using and so unless we know what those

applications are it's hard to be able to

talk about then talk to the customers

about the value proposition of selling

or using SEM within their organization

so essentially what we're trying to do

is you're trying to create relevant

conversations so that customers can

truly understand how SD Wynn helps their

organization and so DNS is essentially

going to help us understand what

applications they're using you know

let's talk specifically about this

before we get into that I just want to

share with you an email that I received

the other day from a Sales Professional

basically what they said was have you

considered using SD win across your

network this may be a good alternative

to an MPLS or VPN solution and that's

their company name works with multiple

SD Wynn providers and can help you

navigate various options and find you

the best solution for your business

I would love to jump on a phone call and

tell you more about this amazing

technology so I don't mean to talk

poorly about the email I think it's

actually pretty good but I think that we

can do a lot better a lot of times these

are the types of emails that we're

sending out and it's really just not

resonating much with with the customers

that we're trying to reach and so again

going back to that conversation where we

can talk specifically about how SD Wynn

can help specific applications within

their network that's where we're going

to get a lot more traction with these


so what is DNS most of you on the call

already understand that but essentially

what DNS is it stands for domain name

system and it's the settings for a

domain in terms of email and security

and IP addresses and hosting the main

servers and all that good stuff but it

basically helps other applications and

services know how to interact with this

specific domain and there's about nine

different types of DNS records we're not

going to talk about all these today

we're only going to really talk about

the MX records in the text records

because this is where we can glean a lot

of that data about applications what's

great is today more than ever there are

there's so much information about which

you which companies are using

applications because all of these

technologies are being migrated into the

cloud because the cloud obviously makes

a lot easier for these to leverage

better resources and have better

reliability but if more and more of

these technologies move into the cloud

it's easier for us to identify using

these digital footprints which companies

are using which services and so now we

can kind of understand who's using what

that's really half of the battle and

creating and selling SD win services a

byproduct though of this transition and

migration into the cloud is that the

distance between the end-user and the

application is growing so rather than

having the application live within the

office or on the hard drive now the

access to that applications is hundreds

or even thousands of miles away into

what this does is it creates a little

bit of latency which for most people

isn't a big issue

even with MPLS if you were to use late

you know the latency is still somewhat

significant because you're still

traveling through several nodes or

through the data center to access to

that location but even worse if you're

traveling across the public Internet and

what our Sdn solutions are essentially

doing when we're selling Sdn is we're

trying to create these shortcuts

to these applications and this is

ultimately where I see the best

opportunity for anyone to sell an SD LAN

solution is being able to quantify the

time saved when accessing these

applications and how Sdn optimizes this

connection if they're once we're able to

quantify that this is where the greatest

value proposition that we can bring to

the table when it comes to Sdn but

rather than talking about it in terms of

latency what we want to describe it as

is workforce optimization because this

verbage and this this phrasing allows us

to broaden the audience of who this

applies to and so we're able to step

outside of the IT department and really

talk to folks about what this really

means for their business so in order to

quantify which the impact of using cloud

application there's a number of tools

that we can use to basically look at

this a few that I would recommend and

there's tons of means on the market for

one of which does rescue time rescue

time allows you to basically measure how

much time individuals within an

organization spend on any specific

application and so what this does is

it's really a time-saving tool to help

you understand how you're using your

time but it can create a really strong

data set for you to help decision-makers

visualize the impact of cloud

applications and the latency has on

their business GFI Software is another

great tool that you can use which tracks

clicks and allows you to also measure

engage how employees are using different

pieces of software so if you have a good

buddy or a friend or an employee or a

customer that would be willing to run

these software applications which a lot

of them might already be using them

today but if they're willing to share

that information with you you can create

a really good data set in the story to

help share this with others about the

impacts that latency has within their

business as an example let's say there

was a company with 200 employees

after performing the research you find

that they click on links and cloud

applications you know checking email

going through their CRM about five times

per minute and this translates to about

half a million clicks per day across the

organization and about 10 million clicks

per month and if the average wait time

on each of those clicks was around 2.3

seconds which is fairly conservative

that would mean that they're waiting

around 6,000 hours each month for those

applications to retrieve and send

information back and forth an SD win

typically saves at least 40% on those

wait times by optimizing the connections

to those applications which essentially

translates to about 2,500 hours saved

each month by utilizing an SD win

technology and if we were to translate

that into salary or workforce

optimization if we were to estimate

maybe a $20 an hour salary rate plus

overhead we're looking at around forty

nine thousand dollars saved on a monthly

basis from a single SD when a solution

so again going back and trying to

measure the impact that latency has on

accessing applications in the cloud and

the impact of optimizing the access to

those applications across the

organization I think is where our

biggest value proposition comes from and

if we take the same information and

address it as a workforce optimization

rather than an IT solution we'll be able

to address multiple individuals within

the company you know contact center

folks tech support folks finance people

it'll be we'll be able to have

conversations with multiple

decision-makers and ultimately what

we're trying to do is create internal

advocates for the solution internally so

again approaching it from a little bit

different angle makes it a lot easier

for us now this whole research process

can be somewhat time consuming and we

don't want to do this for every prospect

because that would significantly

increase our customer acquisition cost

but what we want to do is we want to

look at this data set and use this as an

an asset for our organization when it

comes to prospecting and so the best way

to do this is if we look at other

companies that have common denominators

or common attributes of this company

they would be interested in the same

type of data set so imagine the

competitors of this company companies

local to the area companies into the

same vertical companies that use the

same applications and so what this

basically does is if we can identify

companies that are interested in the

same type of data set we can also create

essentially what it's called a chain

reaction where we create one data set

and then as we share that across

different organizations that have those

common attributes it becomes their data

set as well so what we want to do is we

want to start creating these data sets

and we use this assets which is data

which is very valuable in the customer

acquisition process because one of the

things that we have a challenge with in

terms of giving the attention span of

anybody in the marketplace is the fact

that they can already get information

anywhere about sd1 but if the second

that we provide information that isn't

already readily available across the

internet by searching Google with for

the first time really created value in

the conversation and that's why creating

unique data sets in these research

process prospect processes makes it so

much easier to acquire customers because

now you're finally bringing something

that they can't find on their own and so

what we want to do next is identify

which companies would be ideal to share

this information with there's a number

of data tools that allow us to do this

we can look up individual data DNS

information I really like MX toolbox a

lot of you probably use this before but

it's a quick and easy access to raw DNS

information about any company I'd say

but also provides a report known as the

upsell report where you can go in and

basically it'll there's a technology

section that will tell you everything we

know about the company's technology

there's also a tool right on your


for those of you that are using Windows

computers called nslookup and you can

perform dns record lookups directly from


next up just wanted to show we show you

a few examples of some of the more

common DNS records that are out there so

when you're pulling these records on the

right-hand side of the applications you

as you see on the screen here like for

example in the DNS record indicating

this is the CRM platform that they're

using and so some of them are intuitive

some of them aren't and sometimes you

have to do a Google search to figure out

what exactly this means but you'll start

to see these inside of the DNS records

and identify what the applications that

these companies are using and so it's

good idea to kind of keep track and see

what's out there in terms of beyond

going beyond just individual records

there are some ways for us to create DNS

lists so rather than just looking up

companies on individual basis there's a

different ways for us to build lists of

companies based off of specific criteria

so there's a number of DNS tools that

actually archive their DNS records for

different for different websites and

they allow Google to spider this

technology and archive it and make it

searchable through Google and so if we

ask Google to search that specific

website by doing site colon and in this

instance we're looking at DNS checker

tool com and then we put a space and

then we would put in a keyword so the

key word would be MSG app com for

instance or Zendesk comm and what that

would do is it would allow us to

identify website they're using that

specific DNS I had that specific DNS

record inside of their tool and it would

give you a list of results with website

information in Fable has a similar tool

not too I'm not trying to make this a

commercial but it's just something that

you should be aware of where you can

actually filter by vertical or by

industry or by geography and also

technology now not all technologies will

show up in DNS records and so there are

some ways for us to identify come

these that are using technologies

outside of the DNS records and that's

through job listings so a lot of times

they'll put in certain criteria for

different individuals whether it's IT or

support but they have had certain

experience with certain types of

applications or services and we can find

that pretty easily just by searching

different job postings and so if we

access these job postings via Google

which have already been spidered and

archived we can use sites like LinkedIn

to search for that information we can

what's also nice is if Google has

archived this information we can go back

several years and look at different job

postings over time and see what we can

find and my recommendation is just to

kind of go through this on a regular

basis and kind of keep track of which

companies are posting what for instance

MPLS would be a good example so if

somebody's setting up criteria for the

IT manager that their responsibility is

to update router tables across the MPLS

network and this is part of the

experience requirements this would be

the perfect opportunity to reach out to

that company and educate them about the

need to take that responsibility off of

the IT manager and talk about a better

solution or even VPN would be a good one

there's probably a dozen others that you

can probably think of and this is a

service that we provide automatically

within table using the custom keywords

which you can add to your portal and

we'll track that for you now now that we

kind of identify Denton our research and

crater the data set and we've identified

which companies would be relevant to

share this data set this information

with our next step is to take the Trojan

horse approach if we come at the

customers from the sales angle will

typically automatically get turned down

students brains are hard-wired to reject

sales opportunities and sell offers but

if we look at this from a slightly

different angle to be much easier to get

into the conversation with the customer

so some examples would be it's the data

if we've done research about a specific

company to identify latency around

specific applications and the company

name is AFC Bank they set up canvas

city then we would like to share this

information and this article that we've

created this this research with their

competitors or with other companies in

the same market and like we talked about

earlier so examples would be how does

AFC bank employees use their time I

guarantee you their cut their

competitors would love to know that and

that's an easy in with those companies

or how AFC Bank reduce monthly expenses

by forty nine thousand dollars a month

with the Box I'm sure a lot of companies

would love in the banking industry would

love to understand that or what a local

Kansas City company did to save nearly

twenty five twenty five hundred hours

and months I'm sure if you just

mentioned the relevant Geographic aspect

of this you could definitely get a lot

of people's attention well how employees

in the banking industry spend their time

at work people are really curious about

that and having that data set again

creates an asset for you that opens a

lot of great opportunities or which

applications new employees in the Kansas

City market use the most for case study

average time spent on office 365 each

day and you can switch out office 365

with any other applications that have

showed up in the data set figure need to

open up a lot of opportunities because

people are curious about this and again

this is an information that they can

readily find in the online to create

instant value when you can share it and

share this with them another way to take

this a little bit further is you can

also share this information in articles

with different magazines and blogs and

different places anytime you have

information that's not necessarily just

opinion related but actually has data

sets behind it it's it's instantly

publishable and so this is another area

where you can get a lot of great free

advertising so so far today we've talked

a lot about context talking to companies

about information that's relevant to

them relevant to their industry relevant

to their market and that's one of the

better ways to get attention from

individuals the second piece that's

going to be important for you and quote

in lowering your customer acquisition

making it easier to sell SDM is layering

on timing elements so timing will also

make the conversation go much smoother

it's what I mean by timing is there's

events are taking place that if you were

aware of them it would make it easier

for you to have these conversations so

when I what I mean by Google Alerts

which is one of the board items here on

the page is Google Ertz we should be

tracking two specific applications or if

you're if you if you're catering to the

banking industry and you want to know

about which app you if you research all

the applications that baking companies

use then I would track those via Google

Earth and know about you know did

somebody just buy that company that you

that fills an application or did the

application come out with a new feature

all those timing elements are great data

points to create excuses to have

conversations with companies who use

those applications so in other words

understanding changes that are taking

place within the specific application is

important in these conversations that

you're having it also helps you become

more of an industry expert when you're

having the conversations natural

disasters obviously this is a great

excuse to deploy cloud applications

because the DR aspect of it but also

when you anytime new applications are

deployed into the cloud whether its

backup storage or email this allows you

to have a conversation about how to

optimize that that access to that

application via SD when new office is

this is a great opportunity or office

moves but almost the same thing but

essentially not having to configure

another router for another office and

having to manage that whole process it's

a great excuse to at least experiment

with us you learn new applications is

another way to look at this we'll talk a

little bit about how we how we can

identify when companies are deploying or

switching applications like new CRM or

new email services but this is an

optimal moment because we want to catch

it before they're getting used to the

whole latency and just we don't want

them to stick with the status quo so we

want to talk to them about optimizing

the application before they get used to

the performance of that application over


that's it talk to them about how to how

to make that performance a lot better

also you'll find that it's fairly

difficult to get people to switch email

platforms but the moment that you

mentioned to them that their domain has

been blacklisted and their IP is

blacklisted it's an easy opportunity to

talk to them about saying you know what

this might be a good opportunity to look

at a new email platform oh and by the

way let's make sure that we can give you

better performance we access this

platform and so keeping track of which

companies are blacklisted and which

companies are not having the best email

performance is a great opportunity to

really talk to her about switching

applications and optimizing those

applications but it definitely the new

applications is a good place to focus

your time because that's time sensitive

if somebody just deployed Salesforce

let's make sure that that they have the

best access to that and it's all part of

that that initial change and so talking

about us to enemies instances is pretty

important now my recommendation is you

could probably hire an intern who could

take an account list that you're trying

to target and just kind of keep tabs on

these companies for you so if you want

to keep track of weather alerts that are

taking place in those markets or talk to

them about office moves or keeping track

of blacklisted or tracking different

changes within the DNS records that

would be a good opportunity to do that

there's a website called the complete

DNS comm and what's great about this is

it gives you historical data about the

DNS record changes and so you can go

back several years and seen or what what

changes have they made over time and

also keep track of any recent changes

and again not to make this a commercial

but this is this is something that in

sable can do for you automatically it's

the only organization that can keep

track of DNS changes to notify you about

significant software implementations in

real time but again there's a lot of

different resources that are free and

available and can help you visualize all

the different timing elements to keep

track of

is the best opportunity to bring up the

whole s um conversation and share the

insights that you've gleaned from the

different research reports and share

this information with others to help

them visualize the true impact of SD win

that it has in their business so that's