Advanced Demand Generation for FalconStor:

For sales, “true market segmentation” translates to face time with truly qualified leads that feed opportunities into the pipeline. For product management and marketing, it means tracking market trends and pinpointing competitive strongholds. For corporate leadership, it’s the account-by-account intelligence necessary for aligning organizational strategy with what’s happening in the industry.

For FalconStor Software, Inc., a true market segmentation model is built on a realistic understanding of their target market – an understanding that considers each prospect’s buying plans, budgets, installed competitive solutions and key pain points.

In this case study, we explore how FalconStor is applying custom, account-level intelligence to change the way they go to market.

FalconStor, a global enterprise provider of data protection and storage virtualization solutions, was evolving its sales model with a new focus on named accounts for Enterprise reps. As the company shifted gears, they realized that quickly ramping up reps assigned to new and potentially unfamiliar accounts would be a challenge. Komet said, “The team was spending a lot of time and effort to qualify and quantify leads – calling into prospect companies to identify the right targets instead of getting in front of deals.”

A well-timed phone call from a sales rep at BAO introduced FalconStor to a solution that would help their team navigate to real opportunity within those priority accounts. “We weren’t looking for traditional lead gen or telemarketing. We’d done that before and knew it wasn’t what we needed to successfully go to market with a named account model. We needed to go deeper into our prospect accounts to understand where there were real, defined projects being managed by people who would be interested in learning more about FalconStor products. And when we connected with BAO, we knew we’d found the answer.”

From the outset, FalconStor’s Enterprise reps were eager to work with BAO to make connections with decision-makers at their target accounts. According to Komet, “Our reps basically said, ‘If you put me in front of the right person at a prospect organization, I will be able to sell to them.’ And that’s what BAO was able to do for us. The top sales people in our Enterprise groups are very happy with the level of activity they’ve seen from this program.”

With those meetings working in the background to kick off the sales cycle and feed opportunities into the pipeline, the FalconStor team began exploring other applications for the account-by-account intelligence coming out of BAO’s research. And Komet quickly realized that there were a number of ways he could make the insight work for not just the sales organization, but also product management, marketing and executive leadership.

With this intelligence, FalconStor had real-time market insight that impacted the strategies for pricing, licensing and promoting products. It was a game-changer for the company’s go-to-market strategy.