CallidusCloud - Communications Team of the Year
Company: CallidusCloud, Dublin, CA, USA
Company Description: CallidusCloud is the global leader in cloud-based sales, marketing and learning solutions. CallidusCloud enables organizations to accelerate and maximize their lead to money process with a complete suite of solutions that identify the right leads, ensure proper territory and quota distribution, enable sales forces, automate configure price quote, and streamline sales compensation.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications Team of the Year
Nomination Title: CallidusCloud Communications: driving awareness, reputation and revenue
Tell the story about what this nominated team achieved since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
In 2016, CallidusCloud’s Communication Team played an integral role in driving both revenue and profit. The annual results were significant – revenues swelled from $173 million in 2015 to 206.7 million in 2016. Not only did the communications team drive thought leadership, news coverage and analyst outreach, but it also used CallidusCloud’s own Lead to Money suite in the process, enabling a lean team to achieve outstanding sales and marketing results at a much lower cost than its peers in the SaaS software space. That enabled CallidusCloud to continue its strong revenue trajectory while also being an increasingly profitable company.
The most visible of CallidusCloud’s Communications activities C3, the largest-ever sales, marketing, learning and customer experience conference, was held May 2016 at the Wynn Resort in Las Vegas. C3 is unique in that it recognizes that the buyer journey includes multiple touchpoints that require the active participation of sales, marketing, learning and customer experience professionals from across the organization. The show grew to 1600 attendees in 2016, a 50 percent increase over past years. In 2016, the event attracted record numbers of press and analysts after a concerted campaign to generate interest among these audiences, in spite of competition from five other technology events competing for their attention that week.
The award-winning Lead to Money blog continued to focus on the concepts underlying CallidusCloud’s Lead to Money concept, presenting thought leadership on the ideas of a coordinated system of sales and marketing and on specific tasks and technologies that comprise that system. The blog attracted nearly 56,000 readers in 2016 (a 40 percent increase from 2015). The company also continued to strategically create thought leadership content to educate potential customers, focusing on emerging concepts like predictive analytics for sales and the Internet of Things. CMO Giles House and CEO Leslie Stretch penned no fewer than 50 contributed articles in publications like Inc., Forbes, CMS Wire and MarTech Advisor.
Media outreach efforts in 2016 resulted in a dramatic spike in coverage. In Q3 2016, there were 637 articles about CallidusCloud in the media; in Q4, the number spiked to 1,078 and the trend continued into the new year, the result of a long-term investment in influencer relationship building. Internal content included the second annual Sales and Marketing Sentiment Survey, which became a useful demand gen tool while also serving as a source for journalists writing about issues of sales and marketing alignment and automation.
The company also increased its customer marketing efforts, starting campaigns to encourage customer reviews on third-party sites, using C3 as a venue to produce customer videos, and employing customers as advocates at many of its events.
CallidusCloud’s Communications team also ensured the company was a major award winner in 2015. By tracking the appropriate awards programs and submitting polished entries, the company won 75 IBA and ABA Stevies in 2015, including the Grand Stevie in the ABAs. CallidusCloud also claimed three Best in Business Awards, the TSIA Support Center of Excellence Award, and the East Bay Innovation Award for High Technology. Additionally, the team coordinated the company’s analyst relations program, which rewarded the company with a Leader position in Gartner’s Magic Quadrant for Sales Performance Management and in Forrester’s CPQ Wave. Because of its comprehensive suite of products, CallidusCloud participates in more Magic Quadrant and Wave projects each year than any other business of its size.
In bullet-list form, briefly summarize up to ten (10) of the chief accomplishments of this nominated communications team since the beginning of 2016 (up to 150 words).
-Contributed to 19 percent annual growth in revenue to $206.7 million in 2015
-Staged largest-ever C3 Conference in Las Vegas, which generated $59 million in new pipeline
-Attracted 56,000 viewers to the Lead to Money Blog
-Published a set of well-received thought leadership content, including the second annual Sales & Marketing Sentiment Study
-Built an effective customer referral program
-Analyst relations earned a Leader position in the Gartner Magic Quadrant for Sales Performance Management and a Leader position in the Forrester CPQ Wave