Once the event dust settled (and the SKO happy hour hangover subsided) we were able to parse through the data to determine our successes – and failures. We were getting a lot of great verbal feedback from the sales team, but we wanted the data to back it up.
We had briefed our speakers in advance of the SKO about the importance of the #datastory, so they were great about emphasizing and repeating the importance of data as a part of the sales strategy for the quarter. And it worked – #datastory was the most popular hashtag by far, with 75 unique posts dedicated to this topic and 45% of the entire sales team using the hashtag at least once. We saw another 35 #datageek posts, making it the third most popular hashtag in the app.
When we took a deeper dive into the data to look for common in-app behaviors among top-performers for the quarter, we were unable to find anything of statistical significance. However, there were a few data-points worth noting. We calculated a “hashtag score”, which is determined based on use or interaction with the all of the data hashtags. All of the top performers were at or above the mean for the hashtag score.
When it comes to app behaviors you will almost always have outliers; people who are “contributors”; posting, commenting and liking statuses far more than others, and then you have “spectators”; individuals that might go into the app and read the Activity Feed or check the agenda, but won’t post at all. While one of the top performers is what we would label a “contributor”, none were spectators and all posted in the app at least once.
For assessing product knowledge, we also were unable to draw any substantive conclusions. While percentage-wise we saw an improvement in perceived product knowledge between the pre-SKO survey and the post-SKO survey, when we drilled down into the individual sales reps that took the survey both before and after the SKO, there was no difference in their responses. In hindsight we realized that perhaps we needed to make educating on the product a more focal part of the event (there was only one 20-minute session dedicated to the topic) – and our strategy. The survey simply was not a sufficient measurement tool; perhaps we should have included a mandatory pre and post product quiz in conjunction with a more comprehensive education segment at the SKO.