How To Utilize Document Analytics For Sales

Dog & Pony Data Document tracking provides amazingly applicable data for following up with prospects. But the question remains, which documents are worth tracking? Should we track everything?

Tracking everything would be really interesting. But that is more of a social experiment than a sales cycle. We want to make sure that you are using your precious time effectively and getting the data that counts for you to shorten the sales cycle and close more deals. Here is what we have learned from our clients and our own team’s usage:

  • Presentation Decks: Presentation decks aren’t going to close any deals. They are more of a point of reference for engaging your prospect in person. They are usually way too long and presentations are increasingly done through live demos. Sending your presentation after the meeting can generate data but is usually early in the sales cycle. The only place they are still consistently relevant are in investor presentations as it’s the investor’s job to properly review these presentation decks. Your customers are not getting paid to spend their time on a long presentation deck.
  • Marketing Brochures: Brochures work great for follow up emails after cold calls or emails. It helps turning a cold lead into warm introductory calls. They are often concise one to two page documents. Time per page isn’t much use, but heat mapping and scrolling are priceless for these documents.
  • Case Study: Case studies are being used more and more to tell a story to prospective clients. Customers don’t want to hear why you think your product is better, they want to know how you have delivered value to similar customers. By sharing and tracking case studies you can customize your sales message to solve their problem which will increase your chances of getting the demo or meeting. Time per page and heat maps work great here.
  • Pricing Sheet: Not every sale requires a pricing sheet. If you are offering a number of products or services, pricing sheets are a great way to put it in perspective for a potential customer. Visualizing the products and prices that prospects are interested in with a heat map creates a lot of value when taking the next step towards delivering a proposal. Multiple relevant opens of the document also shows a genuine interest in the detailed pricing information.
  • Product Specs: Product Specs are used for more technical sales to demonstrate the functionality of a product. They most likely are not part of a traditional sales process but can also generate great data for creating a targeted proposal. Knowing which pages generated the most interest allows sales professionals to include the necessary information in their proposal and follow up calls / meetings.
  • Proposals: Proposals are your official offer and come in many forms. After the prospect knows you, your product and your value proposition, their engagement with the sales proposal directly impacts their decision to sign the contract or not. Tracking proposals empowers sales teams to finalize deals. Using time per page, opens, and heat maps demonstrates the decision maker’s interest by letting you know if they shared the document, really looked at it and provides insight into how to diffuse objections.

As sales continues to evolve there will be new ways to connect with, communicate with, and track prospects in order to shorten the sales cycle and close more deals. Understanding your prospects’ problems and knowing how to diffuse their objections will empower you to close more deals.

@jalexmason, CEO,


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