Magazine article CRM Magazine

Rosetta Stone Gets Fluent in Smarter Selling: InsideView Helps the Language Learning Company Uncover New Prospects

Magazine article CRM Magazine

Rosetta Stone Gets Fluent in Smarter Selling: InsideView Helps the Language Learning Company Uncover New Prospects

Article excerpt

Though the name Rosetta Stone is most commonly associated with the retail kiosk selling language-learning CDs in malls and airports, there is much more to the brand's familiar blue-and-yellow box than meets the eye.

Since 1992, the company, formerly known as Fairfield Learning Technologies, has provided a technology-based solution that taps into the power of-computer simulation, graphics, and audio-rather than translation techniques--to help users learn a new language.

The company has grown considerably in scope over the years. Rosetta Stone now breaks its business into consumer and institutional units, the latter of which is comprised of education, corporate, and government clients. Currently the consumer unit represents about 75 percent of Rosetta Stone revenue, but institutional growth could level the percentage as more companies look for ways to better serve a global customer base.

Because language-learning technology can span client services and operations to human resources, training, and development, a blurring of the lines can create confusion when it comes to outreach. One of the most challenging tasks Rosetta Stone sales reps were up against was identifying the proper point person in an organization to reach out to in the first place. The company's sales teams had historically relied on information from Hoovers and Jigsaw company and industry information databases, says Charles Frydenborg, senior director of corporate sales in North America.

Rosetta Stone had started to look at how forces such as social media were impacting the sales process, and purchased premium Linked In accounts for all of its sales reps to have access to features like In-Mail for better prospect targeting. In the fall of 2011, the sales team began a pilot test of Inside View's Sales Intelligence solution, which could deliver dynamic alerts and information to users about key accounts within their Salesforce.com contact database. A full deployment and expanded access to the tool for field sales reps in late 2012 has made a measurable difference.

"It has made us a much more effective and efficient organization," Frydenborg says. "We spend less time targeting companies that can't and won't buy. Then when we identify the right companies, we are much more effective at getting to our potential buyers quickly. …

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