Always be gaming

Growing Houston startup is gamifying professional sales with management tools for sellers

Houston-based Outfield, a sales management app, wants to gamify the sales process for its users. Photo via outfieldapp.com

Actor Alec Baldwin's "always be closing" monologue is not only the most popular scene in David Mamet's 1992 film, "Glengarry Glen Ross," it has become the unofficial mantra for sales professionals worldwide.

While that ABC line, the art of persuasion and strong product offerings are necessary pillars in sales, the ability to centralize data and foster accountability, productivity and drive revenue is just as vital. That's where Outfield, a web and mobile-based CRM, comes in. The app specializes in data driven revenue and efficiency solutions for companies with a burgeoning outside sales force.

"Outfield is a software solution designed specifically to support organizations to drive revenue, generate efficiencies and build operational structures via outside sales, field marketing efforts and field merchandising efforts," says Austin Rolling, CEO and co-founder of Outfield.

"For example, the merchandising that seen in a grocery store where sales reps are taking pictures of displays, dropping off marketing collateral, setting up demos and setting up tastings, those are the types of programs where individuals will likely use our software solutions in order to manage their workflow operations," Rolling adds.

How it works

Outfield's selling point revolves around helping organizations discover valuable insights about their market vertical, track and verify their sales team's activity and manage their field operations.

Simply put, it gives field reps an intuitive interface to manage their territory and accounts on-the-go as well as instantly communicate with the rest of their team effortlessly across all devices.

Outfield makes it easier for sales teams to keep track of projects and clients. Photo via outfieldapp.com

"Prior to starting Outfield, I worked in a number of sales positions, both outside and inside sales positions," says Rolling, who worked in sales with such big name companies as Whirlpool and Beats by Dre. "When I was in outside sales, I was always underwhelmed with the amount of support and solutions we were provided while we were out in the field. I always knew there was an opportunity there because the tools that we had were lacking in terms of capabilities.

"Fast forward some years later, my co-founder and I decided to work on a solution that could help support outside sales agents and I was able to use my domain expertise as an outside sales rep to ID the realm of solutions for various customer segments."

Rolling founded Outfield with co-founder Adam Steele in 2015 and operates out of The Cannon, an entrepreneurial co-working space specifically designed to house Houston-based startups and small businesses.

Management tools for sellers

The company began as a solution for a nutraceutical and supplement company called Cellucor.

Cellucor needed an efficient way to manage its legion of outside sales reps, which were servicing stores like Vitamin Shoppe and GNC where they worked with the in-store representatives to promote their brand products.

The company also wanted to track the whereabouts of its sales reps, monitor their touch points in the field and centralize the teams' reports and call forms.

"Sales reps are able to manage their relationships and interactions with their customers through the tool," says Rolling. "We can also integrate with our customers' inside sales tool if they have one. We can send our data over to other systems. It depends on whether or not the system that we are looking to integrate with actually has an open API that we can transmit data from our system to theirs.

"In terms of sales numbers and touch points that you have with customers, there's a report that outside sales reps need to fill out while out in the field. They can record all of the information then sync that data into the cloud, so the sales manager or sales director can see all of that data from the web-based version of Outfield."

Rolling's intimate understanding of the needs of outside sales reps and knowledge of the industry vertical has been immeasurable in growing Outfield's client base, which has expanded to over 200 customers in 75 countries.

Gamifying sales

Over the next five years, the burgeoning startup plans to build on its momentum as a disruptor in the space by incubating and releasing a new suite of products that will ultimately have a number of synergies with Outfield.

The most pressing product is League Play, a built-in game for salespeople within the Outfield CRM platform that allows sales reps the opportunity to compete and collaborate with one another similar to popular video games such as MLB The Show 20 or NBA 2K20.

"League Play essentially allows reps to build reputations of being star performers based on their utilization and activity of their Outfield account," says Rolling. "They're able to leverage that data and this will be good for comparison purposes for upper management. Therefore, if a sales manager or sales director wants to know who their star player is, they can go into League Play see how their sales reps are performing. We designed it to be very reminiscent of sports."

The tool has leaderboards and signature player cards, which is similar to Topps baseball cards. The player cards features the sales reps' profile, including all of the statistics of their individual performance and offer attributes.

"Like Madden, you can go in and see how their ratings are," says Rolling. "This is something that's going to be groundbreaking. This is something that has not been done before. The idea is to be sales as a sport to take advantage of sales reps' competitive nature. It should boost their overall productivity, which managers should be able to reap the benefits of, while reps will be able to build their own brand and personal reputation. It's a great way to boost performance overall."

All sales reps that utilize Outfield will be automatically entered into League Play. While the platform allows sales reps the chance to feel like they're athletes, it also helps them build reputations for themselves as top tier sales professionals and give them more of a vested interest in utilizing the application.

Moving forward, Outfield wants to further permeate the market in its widespread use of advanced analytics with the help of artificial intelligence and machine learning.

"We want to be able to think about KPI's and metrics that can tell the story of outside sales in a very specific way," says Rolling. "We think that we can infuse and generate an appetite for people who want to think more intelligently about their go-to-market activities because one thing we're learning and know for sure is that our customers aren't getting less competitive, they're getting more competitive."

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Building Houston

 
 

Last month was National Diabetes Awareness Month and Houston-based JDRF Southern
Texas Chapter has some examples of how technology is helping people with type 1 diabetes. Photo courtesy of JDRF

Type 1 diabetes (T1D) is an autoimmune disease where insulin-producing beta cells in the pancreas are mistakenly destroyed by the body's immune system. Insulin is vital in controlling blood-sugar or glucose levels. Not only do you need proper blood-sugar levels for day-to-day energy, but when blood-sugar levels get too high (hyperglycemia) or too low (hypoglycemia), it can cause serious problems and even death. Because of this, those with T1D are dependent on injections or pumps to survive.

The causes of T1D are not fully known, and there is currently no cure; however, advancing technologies are making it easier to live with T1D.

Monitoring

Those who have had T1D for decades might recall having to pee into a vial and test reagent strips in order to check their blood-sugar levels. Thankfully, this evolved into glucometers, or glucose meters. With a glucometer, those with T1D prick their finger and place a drop on the edge of the test strip, which is connected to the monitor that displays their results. Nowadays, glucometers, much like most T1D tech, can be Bluetooth enabled and sync with a smartphone.

From there, scientists have developed the continuous glucose monitor (CGM) so that those with T1D can monitor their blood sugar 24/7. All you need to do is insert a small sensor under the skin. The sensor then measures glucose levels every few minutes, and that information can then be transmitted to smartphones, computers and even smart watches.

Monitoring blood-sugar levels is vital for those with T1D, particularly because it helps them stay more aware of their body, know what to do and even what to expect, but they also have to actively control those levels by injecting insulin. Think of a monitor as the "check engine" light. It can tell you that there may be a problem, but it won't fix it for you. To fix it, you would need an injection or a pump.

Pumps and artificial pancreas

The development of insulin pumps has made a huge impact on the lives of those with T1D and parents of children with T1D by making it easier to manage their blood-sugar levels. 50 years ago, the prototype of the insulin pump was so large, it had to be a backpack, but with today's technology, it is about the size of a smartphone. The pump is worn on the outside of the body, and it delivers insulin through a tube which is placed under the skin. Insulin pumps mimic the way a pancreas works by sending out small doses of insulin that are short acting. A pump can also be manipulated depending on each person's needs. For example, you can press a button to deliver a dose with meals and snacks, you can remove it or reduce it when active and it can be programmed to deliver more at certain times or suspend delivery if necessary.

One of the most recent and trending developments in T1D research is the artificial pancreas, or more formally referred to as the automated insulin delivery (AID) systems. Essentially, the artificial pancreas is an insulin pump that works with a CGM. The CGM notifies the insulin pump of your blood-sugar reading, which acts accordingly to restore your blood sugar to the target level. The artificial pancreas allows those with T1D to be even more hands off, as it does essentially everything: It continuously monitors blood-sugar levels, calculates how much insulin you would need, which can be done through smart devices, and automatically delivers insulin through the pump.

Living with T1D is a 24/7/365 battle; however, the advances in technology make it easier and safer to live with the disease. Organizations like JDRF play a huge role in investing in research, advocating for government support and more.

November was National Diabetes Awareness Month, and this year is particularly special for JDRF, as it is the 50th year of the organization. JDRF was founded in 1970 by two moms. The community grew to include scientists, lobbyists, celebrities and children—all determined to improve lives and find cures.

Bound by a will stronger than the disease, this year during National Diabetes Awareness Month (NDAM), JDRF celebrates "The Power of Us." We are reflecting on the power of our community and reminding ourselves and the public of how far we've come in the fight against T1D.


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Rick Byrd is the executive director of the JDRF Southern Texas Chapter.

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