Shor t Takes
Consulting® DECEMBER 2015 5
Digital Ad Solutions
Customer & Audience Intelligence
Enterprise Risk Management
www.infinitive.com • 703.554.5500
Consulting: Did this come about organically or was it
something clients were asking about?
Driggs: Both. Our advisory business is growing significantly. As we re-grew it we really started in the finance
space because it was near and dear to our brand and
heart. And then we added in the supply chain piece,
and the last piece we added in was the customer piece,
selling advisory services to marketing and sales and
service professionals. We’ve been building a sales effectiveness and a marketing effectiveness practice.
In that space, to be relevant to sales officers is really
important. It’s very infrequent that things come along
that really get the chief sales officer’s attention. We all
know the chief sales officer is focused on short-term
revenue, very measurable things, typically very quar-
terly-focused. Unless you have something that’s going
to impact them in a very short amount of time they typ-
ically have less interest. When we saw Sales Navigator
our immediate thought was that this was going to be
one of those things that got the sales officer’s attention.
Consulting: Is this about relationships at its core?
Driggs: It really is. It’s about building trusted relationships with your customers. In the past you might
look for prospects in a number of ways. You might
cold call, you might hire a company to do e-mail
marketing for you or some kind of digital marketing.
Now if you have access to a broad network of relationships that exist within your company and at the
touch of a button you can see where the relationships
are and who in your organization has them and you
have a sizeable organization the likelihood of having
a connection is pretty high. And when you are able to
reach out to that executive in a more relationship-ori-ented way the likelihood to start the relationship and
really connect to that individual is higher.