The Baton Handoff in the Rio Olympics and Winning Gold in Sales

Allyson Felix passing the baton to English Gardner at the 2016 Rio Olympics

Baton handoffs make, or break, Olympic history. At the 2008 Beijing Olympics, the United States men’s and women’s 4×100-meter relay teams dropped batons in a disastrous performance that cost the United States crucial medal counts. Four years earlier, at the 2004 Athens Olympics, imprecise baton passing by the American men’s team had allowed a British relay team to win in an upset, while the United States women’s team were disqualified after a botched exchange.

In the 2016 Rio de Janeiro Olympics, a scandal erupted over the baton handoff between the United States sprinters in the women’s 4×100 race. In the final leg of the relay race, Allyson Felix, a veteran US sprinter, was in the lead and about to pass the baton to English Gardner. In the crucial hundredths of a second where a near instantaneous baton handoff can mean the difference between a gold medal and failure, disaster struck. Felix appeared to stumble and flipped the baton into the air, the baton landing with the sound no one wants to hear in a race they have prepared for over four arduous years.

Ping. Ping. Ping.

As CEO, I pay a lot of attention to baton handoffs. They happen every day — between sales and marketing, product and sales, and sales and customer service. Revenue growth requires these baton handoffs to be flawless — so we don’t hear that sound of dropped deals, leading to missed quarterly numbers and slow growth.

Are You in Sales, or Are You On a Sales Team?

Let’s say you are a salesperson at a large retail electronics store like Best Buy. You are in sales, and you are in a sales team, but you are not on a sales team. Your success in selling printers or calculators or ream of copy paper doesn’t rely on the rest of the sales team — it is proportional to your individual skills. There’s not much that the rest of the sales team can do to help you make that sale of a calculator. The product is easily understood by both the buyer (the consumer standing in the aisles) and the seller (you). You see a prospect looking around the store, you say hello and ask if you can help him, and then direct him to the calculators. There, your individual sales skills come into play — you can ask them if they need a calculator for business, and if so, suggest they purchase the model that has the sales tax function.

Now let’s say you’re not selling calculators at a store, but you’re in a competitive industry like tire sales, or you’re selling specialized equipment like industrial robots. This is where you can’t rely on just your individual sales skills to sell more. If you’re selling tires, then you better have a savvy marketing team that delivers leads by building and attracting prospects to sites like Tire Rack. Or if you’re selling industrial robots, you’re going to need the assistance of sales engineers and product managers to help you sell. In either competitive industries, or complex sales, great sales is all about the smooth functioning of a great sales engine, not the individual salesperson.

This is where the Chief Revenue Officer (CRO), or for a smaller company, the CEO, CMO and SVP Sales comes in. More often than not, however, decisions are taken that emphasize the individual, or department, over the company. Nowhere is this more apparent than in the selection of sales enablement tools. When we sell our Dossier lead generation platform to enterprises, we ask if the CMO or the CRO has reviewed the requirements. If the answer is no, and that the decision will be taken by a departmental leader, then the risk is that the decision will be weighted towards the needs of that department.

For example, first-generation website chat products were designed for either customer service departments, or for appointment-setting sales teams. When the head of customer service or inside sales evaluates these products, his qualification criteria will end with their own team’s goal — i.e. reducing time to resolution for customer service, or increasing appointments for inside sales. These leaders are trainers for individual athletes, and all they care about is how fast that athlete runs to win the 100m sprint. But like a national team coach, the CMO, CRO or CEO, doesn’t care just about the appointment — they care about the handoff to the account executive who will turn that win into an enterprise sale. These are national coaches that care about the country bringing in 50 gold medals — and winning on the international circuit.

And to the best sales and marketing leaders, creating a relay team isn’t about taking the four fastest runners and putting them together. They must work amazingly well as a team. They must learn to pass the baton to the next person on the team — from marketing to inside sales; from inside sales to an account executive; from the account executive to the sales engineer; and to the customer success manager; and finally to the customer service manager.

Winning gold is all about the baton handoff.

Lead Handoff from Website to Email

Let’s review the first handoff of a lead, or prospect, who visits your website — when the baton is passed from marketing to sales. Like baton handoffs in a race, precision and timing matters if you want to win gold. Our goal is to efficiently convert site visitors to qualified prospects, then a sales opportunity, and then close that deal. Since website visitors are anonymous when they come directly to your site, getting to know them by name and email is essential for the personal service we aim to offer.

We used our customer communications app Dossier to track the stages of a lead from discovery to close. First, we connected Dossier to the apps we use: G Suite, Google Drive, Slack, Asana and Salesforce — so that we could organize all customer conversations that happened on email, website chat or SMS.

G Suite is where we start all conversations, but we sync it with these apps

Let’s Start the Chit Chat

To capture the lead, we decided to do away with forms and use chat on our website. However, the first generation of chat software works if you have a transactional sale, because the goal of the chat is to answer the questions of someone who’s on your site, about to buy, but for some reason cannot take that step — ex. she wants to know more about the warranty. This first generation chat was designed for service teams to resolve customer requests, but they were not designed for sales and marketing teams. Chatbots are also inadequate when dealing with an enterprise, consultative or higher value sale, which often requires follow up with other internal teams, such as sales consultants, professional services, customer service or contract and finance teams.

First-generation chat was designed for customer service, not for sales and marketing. Customer service agents are motivated by reducing or eliminating the question in the first place. Sales and marketing teams, unlike customer service, seek to create an experience that encourages the website visitor to return and ask more questions. Questions are good for sales, because it allows for a dialogue. Dialogues lead to an understanding of the prospect and a personal relationship to be built with a salesperson.

Let’s illustrate this by an enterprise sales example. Many of you at are familiar with getting a call like this:

Salesperson: “Hi, this is ____ from _____. We’re calling because we can do ____ for you. How’s tomorrow at 10 or 11 am for us to talk?

You: “I’d like to learn more about your solution and how it compares to others. Is this like ___ or _____?”

Salesperson: “Sure, I’d be happy to schedule a meeting with our account executive. Are you available tomorrow at 10 or 11 am?”

You: Not really. I’d really like to know more before scheduling this call.

and then you politely disengage.

In that cold call, the appointment-setting sales rep should have been able to patch in a more knowledgeable salesperson immediately — except, it’s a bit awkward to do that on the phone. However, in a second-generation conversational sales platform, the chat can handle increasing complexity of conversations. Sales Development Reps (SDRs) can include other sales experts on the chat. Sales engineers (SEs) supporting the sale to a large, named account can feed the salesperson with private messages to use in her chat with the prospect. It’s also very natural for an SDR to include the Account Executive (AE) in that first chat.

We therefore designed a process — to help sales and marketing teams communicate with leads and customers, with zero disruption to the ways our internal teams already communicate. Here were our first principles.

#1: Humanize First Contact on Your Site

Many website chat apps look and feel exactly the same — leading to the perception that they are commoditized and your site visitors become immune to these similar-looking chat widgets greeting them. Our first goal in deploying Dossier chat on our site was to fit into the site’s color scheme and be very human. Putting pictures to the faces who are available to chat with the visitor

and a customizable color palette are important . We designed Dossier chat to humanize the experience with salespeople, and be customizable to the site’s design.

Website chat works well when it fits in with your brand guidelines

#2: Forms are Just Bad Form

Our next diktat of user experience was — don’t make visitors fill out a form. Forms, even beautifully designed ones, are impersonal! Imagine you walked into a clothing store, and then needed some help finding your size. You look around, but instead of helpful salespeople on the floor that you could quickly talk to, you see a kiosk tucked away in the corner.

You walk over and the kiosk says “Hi! What’s your name, email address, enter it again just because I don’t trust you to fill out your email address right the first time, and oh yes, your phone, and ah, your company name… also, we need a title to know if you’re worth letting into our fitting room, and finally, don’t forget to click that BIG BUTTON right there… and, Thanks! Someone will be with you as soon as possible, usually between 1 and 24 hours, if you’d like to wait with bated breath.” That’s what a form feels like to your visitors. Um, no forms.

We decided, instead, to create a lead experience using a conversational platform that would capture all the information needed by the marketing and sales teams. While we’re gearing up to respond, our chatbot, DossierBot, greets the visitor and collects the visitor’s name, email and organization, then passes on the lead to a human being, with an automatic reply sent to the user. Suddenly things felt a lot more human, on both ends of the chat!

Chat on a retail website asks the visitor for their contact info

#3: Zero Disruption to the Ways You Already Communicate

In the modern sales enterprise, your sales reps staffing the website chat are not sitting at their desk all day. Even when they’re working, they’re mobile — when a chat comes in. Slack is the best mobile app for responding to website chats — it is portable, conversations are visible to your entire team, and you can easily manage multiple chats with Slack channels. If one rep isn’t available on Slack, the chat can be handled by someone else on also on Slack. The baton handoff is built into Slack teams.

Dossier chat was designed to make your apps work better. Since our salespeople use Slack, we wanted to reply to our site visitors right from it, as this causes zero disruption to the ways we already communicate. No new apps to learn.

Now, with every familiar knock-brush Slack sound, we instantly know we have a visitor on that wants to chat with us. Website chats appear instantly in a Slack channel.

Responding to a website chat from the Slack mobile app

#4: Visibility Speeds up Sales Handoffs

A month into our deployment of Dossier chat, website visitors were responding well to chats, conversations were had with them — with our team responding via Slack — and leads were being qualified was happening at a pretty fast clip! Once the chat is completed, the lead needs to be sent to a salesperson who can address the next stage in the customer lifecycle.

As we handed off Marketing Qualified Leads, or MQLs, to the sales team, we didn’t want the conversion of this lead be dependent solely on the availability of one specific salesperson handling it. Enterprise salespeople are often busy in meetings with clients, yet there are supporting staff who can assist, such as account managers, sales engineers, and product specialists. We wanted a more robust sales process, but with the speed of a startup.

In all business, and especially in sales, knowledge is power. Dossier handles the transition that leads make from being online visitors to going offline on email, texts or messaging.

What if you could not only hand off MQLs to the sales team, but also help sales managers, support staff and executive stakeholders watch the progress of this prospect and assist the salesperson? We have that visibility in the lead conversation. Not only are chats visible to sales managers, but all followups that are offline, on email, or text messages, or Whatsapp, could also be analyzed. No sales manager ever had to ask “What’s going on with that prospect?” They would already know.

Curating the handoff to sales meant that we should streamline our process so that we were not simply handing a set of leads over to sales. We assign salespersons to the chat conversation from the very beginning. As Dossier chat collects the visitor’s name, email and company, we look up the named account in Salesforce, our CRM, and pick the appropriate team of sales development reps (SDRs) to join the chat. Since the sales crew is usually online on Slack, Dossier automatically adds them to a chat channel with the website visitor without any human intervention.

Responding to a website chat from the Slack mobile app

#5: Speeding up Contract Management

Once an opportunity has been created in Salesforce, the deal is in play. In an enterprise sale, delays happen in contract process because the G&A contracts team is often oversubscribed with contracts that may or may not be related to closing sales that quarter. Managing this process is essential. With Dossier, the account manager converts the chat with the client into a task, usually in a task management tool like Asana. The account manager assigns it to the legal counsel for review of the contract. Our contracts team now has every request from sales in their Asana task management tool. The account manager gets a response from Dossier: “Revcyclery contract review created in Asana”. When the contracts person logs in to Asana, she will see tasks in her inbox related to deals in the pipeline.

Creating an Asana task from an email
…and the tasks, in Asana

#6: Speeding up Post-Sales Onboarding

After the sale has closed (yay, sales team! Ring the bell), a different team, either Customer Success, Professional Services, or Onboarding, gets involved. They usually start by getting a briefing from the salesperson involved in the deal. We’ve eliminated this hand-off entirely by converting client emails into a list of open tasks in Asana, that are then delivered to the CSMs. Without any delay, the CSM has what he or she needs to take the reins on the account. All onboarding actions are communicated to the clients, no matter where they are. If they are on our website, they see a task list like the one below. Note that the first item in the website feed is an Asana task — the client knows that it’s an open task.

When your client visits your website, they see a dossier with all their open requests

When the client visits the website some days later, Dossier chat intelligently recognizes she’s back and shows her the Asana task and the assignee. She also has a dossier of white papers, left by the CSM ready for her to review.

The lead-to-close lifecycle — a visitor turning into a prospect and then a customer — is now complete. During this process we’ve made our existing apps, such as Gmail/Outlook, Slack, Asana, Box/Dropbox/GDrive/OneDrive, Salesforce and our website work better — all powered by the one app that organizes all customer conversations — Dossier.

Winning the Gold Medal

At the 2016 Rio Olympics, the US women’s team appealed the circumstances of the infamous Rio baton fumble. Replays of the race showed Brazil’s third runner, Kauiza Venancio, pumping her arms as she gets ready to receive the baton from Franciela Krasucki. Venacio’s left arm makes contact with Felix’s right one and throws her off balance as she was attempting to pass the baton to Gardner. Felix let out a yelp as her handoff missed its mark and the baton tumbled to the ground. Ping. Ping. Ping. She picked up the baton and urgently yelled to Gardner to finish the race — a crucial action that allowed them to qualify for an appeal. The 2016 Rio Olympics worked out for the US women’s team. In a sudden-death 4×100 race, USA’s Allyson Felix, English Gardner, Tianna Bartoletta and Tori Bowie celebrated after they won the Women’s 4x100m Relay Final on Aug. 19, 2016. Their baton handoff was flawless and they came home with gold.

The victorious US women’s 4×100 relay race winners at the 2016 Rio Olympics (Ian Walton/Getty Images)


About Vik Chaudhary

Vik Chaudhary is the CEO of Dossier ( in San Francisco. To business professionals and teams, Dossier is an app for organizing communications with customers. In his spare time, Vik observes how CMOs and CROs lead their teams to gold or fumble the baton handoff.

Dossier is an app for organizing customer conversations, no matter where it happens, with zero disruption to the ways you already communicate. Based in San Francisco, Dossier is helping business owners, business professionals and teams around the globe intelligently sync their customer communication channels and organize documents, tasks and more. Welcome to a new way to build better customer relationships and a better business. Sign up for a free account today at

Pick Up the Slack, or Why Speed Matters for Customers

Slack. The word conjures up relaxation, or even lethargy, slowness, torpor, lassitude. Far from it. Slack, the messaging product used daily by over 5 million people, is anything but slow. Spend three months with Slack, like our team at Dossier did, and if you’re a fast-moving team at any knowledge-based business, you just know that Slack isn’t about lethargy or relaxation. It’s about harnessing the speed of collaboration, about learning the ways speed can make you, your team, and your company listen faster, say faster, build faster, feedback faster, and earn faster. How do you use Slack to respond faster to customers? Read on.

Fast. Faster. Fastest.

The success of Slack has been written about, and the numbers I repeat aren’t new. 5 million daily active users, 1.5 million paying customers, and $150 million in annual recurring revenue as of Jan. 31. As of just yesterday, there is talk of Amazon offering $9 billion for the messaging company. Slack has delivered a product that has been hugely successful, and as a Silicon Valley company using Slack for internal team messaging, we see why both the speed of messaging as well as the plethora of application integrations make it a must-have product.

In the years since Slack rocket-shipped into our lives, many products have come (and some, gone), aiming to spurn Slack, denounce the very lightness that gives the product its edge, harangue its philosophy of quick chats, and even supplant it. Slow down, they say. The problem with Slack, they say, are the unending streams without a beginning, a start and an end, the dozens of channels that require you to pick and choose your way through communications. Organize. Even, turn it off.

How wrong they are.


Speed is the secret DNA of Slack’s success—and the killer application for customer acquisition, engagement and success.


Moving at the Speed of Business

The team at our company, Dossier, knows a thing or two about speed. 100% of us are engineers who came from a software infrastructure company Dynatrace, which acquired a company we had previously built. Our software was used to speed up websites, and it was used by Microsoft, Yahoo, FedEx, Citibank, Sony, and many others. A SaaS application, we collected almost 1 billion records in our Oracle database every day, each one of these a signal that would tell us if a website, a mobile app, or a server was slowing down, compared to, say 60 seconds ago. We analyzed months of this voluminous data in seconds. Analysts give it fancy names – Big Data, Predictive Intelligence, Application Performance Management. We analyzed these large data sets in seconds because speed was essential to our customers. If Amazon’s website or mobile app were slow, or even down, every second would be crucial to revenue for Amazon. So we became speed junkies—driven by the need to alert quickly, move faster, fix quickly, and make the world all right, again.

What we learnt is this – if you have a team that is fundamentally driven by the need for speed, it changes how you operate. In industries such as finance, retail, e-commerce, or media—speed was essential to survival, revenue, and brand. Safeway moved like a lumbering giant all these years, while Whole Food Market moved quickly. You could tell in the litheness and speed of the Whole Foods staff, compared to the stolid slowness of Safeway employees. Amazon purchased Whole Foods for over $13 billion. Grocery stocks plummeted: Kroger fell 13.4%. SuperValu was down 16%. Costco sank 7.5%. What made these stocks fall was the concern of investors that Amazon valued speed, and that speed—of merchandising, logistics and customer service—is what will shake up the grocery industry.

One area that we felt was overlooked was the speed at which companies communicated with and on the behalf of customers.  CRMs like Salesforce, Microsoft Dynamics and HubSpot were designed around the work of a salesperson, to help them organize and shape how they communicated internally on how sales deals were going. A new notion began to make the roundsthat organizations needed not just a system of record, but also a system of engagement, with some debate over whether they were one or separate products. The fact is that systems of engagementthose tools that make it possible to connect with customers, and, on behalf of these customers, with internal teams—have to be designed from the ground up to focus on communications, not organization. That’s why systems of record like Salesforce, Dynamics and HubSpot are designed around companies, contacts and deals.  

Products like Slack and our product, Dossier, are designed around the concept of messaging and underscored by speedy technologies. In Slack, send a message, and it appears, for tens or hundreds of people in your team, on all the desktop computers and smartphones they are on, instantly. Slack, though, is designed around making internal communications faster, and it’s just starting to use Slack to connect two organizationsthis configuration is called the Slack Enterprise Grid. We wanted to extend the use of Slack to communicate naturally with customers—gaining the speed of Slack, but without the complexity of forcing customers to choose our communication channels.

So we built Dossier, an app for organizing customer conversations, no matter where it happens, with zero disruption to the ways you already communicate.  And it gives us great pleasure to announce our FREE Slack app that allows you to reply to website chats and customer emails without leaving Slack. This video shows you how you can use Slack to talk to website visitors. Check out for more information. Dossier is FREE for up to 5,000 messages, and if we can be useful to you, we’d of course, love it if you signed up.


Productivity is not just a goal designed for internal teams to collaborate. It is essential to extend productivity to all customer interactions with clients and prospects. Leads visit your website, ask questions, and you answer them instantly—in Slack. Sometimes these leads are new contacts within companies that you already work with, or they are existing clients that need to be routed to their account manager. Handing the baton to different teams is where impedance begins. Customers can email, text, tweet, or facebook you or someone in your organization. Your company has at least 5 different communication channels, and anywhere from 5 to tens of thousands of customer facing employees. Speeding up customer communications becomes harder as teams diverge around time zones, geographies, and divisional structures. An organization naturally fills with torpor, and there is slack in the system. By using Slack on the front lines of your customer channels, you can speed up customer issue resolution, lead routing, or account management. Our mantra is:



About Vik Chaudhary

Vik Chaudhary is the CEO of Dossier ( in San Francisco. To business professionals and teams, Dossier is an app for organizing communications with customers. In his spare time, Vik observes how companies communicate with customers.

Dossier is an app for organizing customer conversations, no matter where it happens, with zero disruption to the ways you already communicate. Based in San Francisco, Dossier is helping business owners, business professionals and teams around the globe intelligently sync their customer communication channels and organize documents, tasks and more. Welcome to a new way to build better customer relationships and a better business. Sign up for a free account today at

The New ABC of Sales: Always Be Chatting

Arabella Moretti (Arby to her friends) is finally on her flight home to San Francisco after being stuck in Munich Airport for hours due to a raging storm.  A full week of negotiations with a global brand based in Munich, and her proposal still needs approval from their SVP.  And he’s concerned about Arby’s digital agency being too small to handle their service needs. “How many people do you have in account management, and what percentage work European hours?” was the last question that Phil van Troppe, the SVP, asked Arby. Arby’s agency was small, no doubt, yet their ability to work long and hard for their clients was high. “We need to demonstrate this, decisively,” mused Arby. 

Always Be Chatting

As the plane climbs over the storm to 35,000 feet and the clink of champagne flutes fills the first class cabin, Arby settles into her seat and connects to the in-flight Wi-Fi. There is a “water drop” sound on her smartphone, indicating a chat on her agency website, and the person chatting has a question: “If I had an escalation right now, at 3 a.m. your time—how quickly would your agency handle it?”

Arby gets notified on chats from prospects because she has elected to be on the chat list. The old sales adage “ABC: Always Be Closing” should now be “ABC: Always Be Chatting”, as more leads come to a site and use chat as a way to begin the prospect conversation. Arby, having spent her teen years with the latest smartphones her parents could buy, is used to texting, but more importantly, more and more of their clients are, as well.


Arby looks at the chat and thinks “Nobody is online at 3 a.m. in San Francisco; maybe I should respond.” In a split second, an automated response pings out from her agency’s web site—it’s the DossierBot saying “Hi, we’re finding someone to respond! What’s your name?” Whew, at least the visitor wasn’t kept waiting—if responses aren’t delivered in the blink of an eye, web site visitors leave the site, never to return.

The Intelligent DossierBot Syncs with Salesforce

The DossierBot intelligently asks the chatter for his name and email (“in case we get disconnected!” says the DossierBot).  A few seconds later, the person chatting has entered his email: The DossierBot instantly connects to the company’s Salesforce CRM, looks up Phil’s email, finds the company he works for, looks for all account managers, checks who’s online to chat, and immediately identifies the chatter. It’s Phil van Troppe, the SVP from Global Brands, and whose approval Arby needs! As Arby is online and is one of the account managers for Global Brands, DossierBot makes her automatically visible to Phil in the chat. She quickly taps out a reply: “Good morning, Phil, this is Arby Moretti, the agency’s account manager for Global Brands. Thank you for contacting us, and I assure you that we’re always available to help our customers.”

In the background, the engines cut back to a smooth purr as the jet steadies at 35,000 ft. Phil taps his response, “I’m impressed. I expected to speak to a chat agent, if I could at all, since it is 3 a.m. your time. Where are you?”

Arby laughs to herself, and taps out “Actually, I’m on the flight to San Francisco. It was great to meet you and the team. I did want to say that there are other people who can help you right now. This chat window shows you who your account team is, and who’s online. And if we’re not, your request immediately gets sent to the relevant person via email and also logged in our task management system as an open task.”

Phil writes back: “This is great service, and I like the responsiveness already.  Can you send me the contract right now, so I can review the terms again?”

DossierBot Syncs with Box, Dropbox, Google Drive, and OneDrive

“Of course , Phil, here you go!” And with a click of a button on her phone, Arby connects to her Google Drive storage, attaches the Global Brands contract to the chat, and sends it to Phil.  Phil takes a screen shot of the clause he wants to have edited, marks it up, sends it back to Arby in the chat, and ends with “Let’s get this signed.”

While the chat has been happening, every message in the conversation and the file attachments has been getting transferred to an intelligent workspace in the Dossier dashboard named after the account, “Global Brands.” All files sent or received on this chat are also saved in Arby’s Google Drive folder of the same name.


DossierBot Converts Chats to Asana Tasks

Arby converts the chat message to a task and assigns it to their Legal Counsel for review of the contract.  The Legal Counsel, she knows, is dealing with many email requests, and so he has instructed her team to put every request from sales into Asana, a popular task management tool. Arby gets a response from Dossier: “Request transferred to project “Deal Desk at Legal” in Asana”.  When the Legal Counsel connects to his Asana app, he will see this task in his Asana inbox.

James McCaulay, the Legal Counsel, happens to be traveling himself, and he is in his hotel in London, checking messages in Asana. He sees the Asana task for Global Brands with the contract file attachment.  He opens it, accepts the change, and Docusigns it, sending a copy to Global Brands and Arby.


Back in Munich, Phil also Docusigns the contract and sends it back online. Arby taps out a new message to Phil and marks it to be delivered when he’s next online on their web site. Phil goes to Arby’s agency’s web site to learn more about their services.  As he scans a page, a friendly message from Arby pings out from the web site as a chat message. “Welcome, Global Brands. We’re so happy to work with you.  Arby.”

Phil is pleased.  He thinks “I’m going to enjoy working with this agency. They may be small, but they think smart and act fast. Getting work done is what they’re about.”

At 35,000 ft., the Deal Is Closed

As the flight attendant reaches her seat with the champagne bottle, Arby smiles and says “I’m ready for the champagne. I just closed our biggest deal in-flight.”

The flight attendant smiles. The well-dressed man seated next to her says, “Sorry, I couldn’t help overhear…on your phone? How did you do that? Not on email?” Arby pulls out her iPhone and shows him the chat with Phil and points out:

“Dossier—conversations with customers, no matter where I am or my customers are,” Arby laughs. “And that’s my secret weapon.”

The gentleman next to her remarks, “Hey, I’d like to take a look at that app!’  Arby smiles, “Try it for free if you like—that’s what I did,” goes to, and shows him the web site. Arby pops her phone back into her purse, and leans back into her seat.  She takes a sip of champagne and settles into the long flight home.

Then she hears the water drop sound again. And she smiles.

How Dossier Chat Works

Customers converse with a business on your web site, on email, or using messaging apps. Adding chat to your web site makes it easy to for them to ask you a question. You can add chat to your site effortlessly in minutes!

Your business is very likely to be one that doesn’t have employees tethered to desks. Employees work at coffee shops while on their phones, or they are in conference rooms away from their desks. Or they are on the go, overseeing warehouse orders, or traveling from Munich on a plane…and a chat comes in and a potential customer wants to talk.

With Dossier, your team can respond to web site chats on your smartphone. Because it has two-way integration with Gmail for Work and Outlook 365, replying to a chat is as simple as replying in email. There’s no need to have a dedicated customer service staff to respond to web site chats. Any employee can respond to incoming chats simply by using their email app—Gmail for Work or Outlook 365.

Dossier also:

  • Identifies the visitor by name and company.
  • Pages the visitor’s salesperson if it’s an important account.
  • Adds the salesperson to the chat instantly so the best person can respond.
  • Lets the salesperson know the customer has returned to the site, where he is on the website, and what he is doing.

Add Dossier Chat to Your Web Site

About Su Piercy

Su joined Dossier to stay ahead on the exciting technology speedway that is the world of SaaS apps. Working out of her home office in Colorado Springs, CO, Su uses Dossier to get new customers up to speed with Dossier.  She’s amazed at the recursiveness of it all.

Dossier is an app for organizing customer conversations, no matter where it happens, with zero disruption to the ways you already communicate. Based in San Francisco, Dossier is helping business owners, business professionals and teams around the globe intelligently sync their customer communication channels and organize documents, tasks and more. Welcome to a new way to build better customer relationships and a better business. Sign up for a free account today at

20 Affordable Tools to Run Your Sales, Marketing and Service Stack for a total $1,000/mo

Recently, VCs have been regularly opining with punditry on how your startup–never, their startup–needs to cut back. As a technology startup CEO, I want to share how we run our company’s sales, service, and marketing stack for about $1,000 a month. Here’s our stack.

“Cash is king,” “Tighten the belts,” “The party is over,” “Valuations need to come back to earth,” and other similar VC insights abound.  It feels like the same set of articles that were written in 2008, and they all sound like variations of this one. It’s true that many well-funded startups offer outrageous employee perks, such as nap pods, in-house gyms, yoga classes, etc. as reported by The Economist.  A CFO at a 40-person startup in San Francisco told me that the company spends money like there’s no tomorrow.  It’s part of the aura the CEO wants to create to attract employees and, likely, potential acquirers. M&A executives from stodgy firms and big bank balances like to visit the startup’s exposed-pipes-and-brick-walls office and crave some of that positively not-trying-to-be-cool cool that comes off its team with their Dre Beats headphones, daily Zesty lunches, and apparent lack of awareness that when the next Big One hits in San Francisco, offices with brick walls are literally going to come crashing down.  So, with advice that’s at 50,000 feet coming from board-wallahs, how does a startup actually keep costs low?

Don’t rent offices with brick walls in San Francisco.

As a startup CEO, it is obvious to you where your money is going. It may be the insane rent that you’re paying to have a super-cool office in SOMA, San Francisco or Castro Street, Mountain View, CA. So, save yourself $10,000/mo (or $125,000/mo as the hot startup CFO told me their rent was for a 40-person office), and cut the office lease loose.  Move the core team into a co-working space, and let the rest WFH until the VC winter blows over. Review your headcount and only keep people who are building your product or selling to customers. You don’t need on your payroll that “R” data analyst who can give the CEO the answer to the question about churn that bothers him while he is sipping his morning $5 latte made with beans that have been crushed under the feet of vestigial virgins from Amazonian forest tribes. Buy Excel instead and watch the 11 lectures on Udemy on how pivot tables work

I mean, dude(tte), you don’t need me to tell you this stuff. You could move to Brussels or Bangalore, where there are some great engineers, but that’s not realistic. I wish I could move to a tropical island and run our business (like our co-founder just did, living in Thailand for a month – he actually worked harder). I can’t, if for no reason other than this–my wife runs a food company with a 10,000 square foot commercial kitchen in San Francisco and she can’t just move to Brussels–not unless she wants to take Indian Bento global. So what’s a tech CEO to do to keep costs low?

Save money with the right tools for your Sales, Marketing, and Service tech stack.

You could save money on your tech infrastructure stack, but that’s an article for another time. 100% of our team comes from Keynote, a 700-person company that made websites faster (an early employee, I was the CMO & EVP Corpdev, managing marketing, products and corporate development, and our 18th M&A deal was to sell it for $395 million). Our engineering team knows how to build highly performant software that uses less server resources, reduces bandwidth usage, and still delivers the Dossier product at the right speed and latency, so we have pared down our costs as much as we possibly could there.

What I do know is how we can run our marketing, sales, and customer service on an affordable budget, and I know you can do the same. Today, I had lunch with the CMO of a 400-person analytics startup in Silicon Valley. Their marketing automation SaaS software costs them $50,000/yr, but the complexity of running that software and making it work with their CRM requires them to hire a Marketing Operations staff member whose cost is $175,000/yr. So their marketing automation software actually costs $225,000/yr. And they need more business analysts for the next 3 months to correctly sync their leads between their marketing platform and Salesforce and have the right leads delivered to their sales BDR team. We used the same platform at our previous company and the real cost is in the complexity required to operate it.

At Dossier, we do not have anyone on our staff except engineers building our product and sales and marketing teams selling our product. Of course, that is because our product, Dossier, does all the heavy lifting in helping us communicate with leads from Salesforce, recognize visitors on our website, and support customers in real-time in our application portal. To do this, we integrate Dossier–if that’s the word for the 30 seconds it takes to do this–with tools like Salesforce, Outlook, Dropbox, Asana, and many others. Dossier works out of the box, and our customers do not need to hire staff to learn how to use our product. Here’s our stack and our actual costs on the tools:

OnBoardify Marketing Stack


Awareness: Web Site Stack ($369/mo)

Your web site should be fast and measurable, that’s the place where engagement starts.

  • Facebook Ads ($100/mo) – Display Ads. We buy ads that Facebook users get to see.
  • Google Adwords ($100/mo) – Search ads. Ads displayed to users when they search.
  • Linode ($35/mo) – Hosting provider. Linode has a ton of docs, ’nuff said.
  • Vimeo ($17/mo) – Video hosting. Its analytics are awesome.
  • Dossier ($95/mo) – Chat. Site visitors ask questions and we capture emails.
  • Google Analytics ($0) – Analytics. Measures our audience metrics.
  • Warfare Plugins ($2/mo) – Social Share. Adds social sharing buttons to the site.
  • CrossBrowserTesting ($20/mo) – Browser Testing. Test the site on many browsers.


Outreach: Sales Stack ($310/mo)

Salespeople are directly in charge of their outreach to leads with these tools.

  • Dossier (included) – Outreach. Automate sending emails and update Salesforce.
  • Salesforce ($125/mo). CRM. Update automatically using Dossier.
  • GoToMeeting ($29/mo) – Conferencing. For meetings with prospects.
  • Outlook 365 ($78/mo) – Email.  A necessary evil because it’s the easiest way for customers to reach us.
  • LinkedIn ($48/mo) – Prospecting. Look up prospects for outbound prospecting.


Customers: Service Stack ($80/mo)

Responding to customers and prospects in seconds is our secret sauce.

  • Dossier (included) – Trials. Dossier kicks in to onboard and support customers.
  • Asana ($42/mo) – Support. Convert customers emails to Asana tasks and discuss internally.
  • Dropbox ($17/mo) – Content. All docs and screenshots are stored in the cloud.
  • DocuSign ($21/mo) – Contracts. We speed deal closings by sending Docusign docs.
  • Skype ($0/mo) – Support. We use Dossier to click-to-call via Skype.


Leadgen: Marketing Stack ($349/mo)

Our marketing strategy combines writing insightful articles and targeted email offers.

  • WordPress ($0/mo) – Blog. We installed WordPress on our servers, it’s faster.
  • Lead411 ($209/mo) – Contacts. Lead411 is an inexpensive, though small contact database.
  • SendGrid ($100/mo) – Email. Sendgrid is a newer player in email marketing.
  • Adobe ($40/mo) – Docs. We use Robohelp and Photoshop to create our documentation.


You can pare down your Sales, Service, and Marketing tech costs.

Specific ways to cut your costs, no matter how small or large your business is:

  • Tiny Business ($47/mo) – If you are a tiny business or freelancer, here are the essentials that you need:
  • Small Business ($750/mo) – If you are a small business, you can use most of the tools in the stack above, but drop Facebook Ads, Google Ads, Salesforce, Lead411, and SendGrid and a few more to bring your cost down to $750/mo.
  • Medium Businesses ($1,108/mo) – If you are a larger business, there are many ways you can cut costs. For example, instead of $200/mo on commercial blog software, you can use WordPress for free, instead of using expensive marketing automation software for $4,000/mo you can use Dossier ($95/mo) and SendGrid ($80/mo), and instead of using ticketing software for $400/mo you can use Dossier ($95/mo for your entire team) and Asana ($42/mo for 10 people).

Rather than writing yet another How Your Startup Can Survive the Downturn blog post, we wanted to share our strategy for reducing technology costs for sales, marketing and service teams.


About Vik Chaudhary

Vik Chaudhary is the CEO of Dossier ( in San Francisco. When you sign up for Dossier, he’d love it if you would say hello, and he will respond immediately whether he’s online, on email, or (always) tapping away on his phone. In his copious spare time, Vik–well–blogs.

Dossier is an app for organizing customer conversations, no matter where it happens, with zero disruption to the ways you already communicate. Based in San Francisco, Dossier is helping business owners, business professionals and teams around the globe intelligently sync their customer communication channels and organize documents, tasks and more. Welcome to a new way to build better customer relationships and a better business. Sign up for a free account today at

Fast and Natural Communications Make Customers Happy

Today’s consumers expect a natural way to ask for help and obtain quick resolutions for issues or requests for information. The days of making a phone call and being routed to the right person have long dissipated and been replaced by faster internet communication methods, such as video calls, twitter, or chat. A new breed of products are replacing phone and email with new communication platforms that makes internet communication easier, faster, and customer-centered for sales, customer success and customer service centers. Which makes us at Dossier very happy to announce that we have a new capability for sales, marketing and customer success teams to connect their personal and corporate emails to shared team communication tools like Dossier, Asana and Zendesk.

A quick note on Dossier—it gives real-time visibility to sales and support staff for immediate responses to customer questions, issues, and concerns. Sales and support organizations tend to gravitate toward tools that they use already—Dossier integrates with other business apps to give your customers a seamless customer service experience while your employees continue using information management tools like Salesforce, Asana, Zendesk, Skype, and more.

In a typical day at any business, your customer sends an email message—to someone in sales, customer success, customer service, or to a group such as Your email—Google Gmail or Outlook 365— is integrated with Dossier; this immediately recognizes customer issues (while leaving internal and vendor emails alone) and publishes the customer’s message to a Salesforce account, an Asana project task or a Zendesk support ticket and assigns it to the appropriate person using those tools.

With emails synced in real time to your internal collaboration tools such as Asana, Zendesk or Salesforce, three things vital to the success of a customer center happen:

– The right person in your organization is immediately in touch with the customer.
– The customer is in touch with the right person and feels supported.
– Your organization’s responses are quick, immediate, and solution-oriented.

Using Dossier for your customer contact center results in customer success stories about your organization’s promptness and quality of service and support.

So if you use Google Gmail or Outlook 365 for your business, visit and sign up for free! Not a trial—use it for free.

Customer Service in the Fast Lane—the Zip and Sip Strategy

One day we will drive cars that zip at 300 miles an hour and sip at 300 miles per gallon. And our Customer Organization will close 1000 cases and talk to 1000 customers. Can one do both?

Like a lot of kids, I wanted to be an astronaut. I started studying Astronautical Engineering—at least, until I wrote my first software program—and realized that’s where the real rocket science is. Having switched to a computer science and engineering major (“6-3” in MIT-speak, ex. “I’ll meet you after 6.001 in 18.301 at 11:01″), and with a strong interest in flight, I’ve always been fascinated with systems that are immensely fast yet solidly powerful. So like many CS grads of my time, I traveled west to San Francisco to work in tech. A fast-growing public company gave me my first job, and it was 3 startups later—one went public, one failed, and one acquired for $395 million—that we started Dossier in 2014. And in all these companies—the process of managing customers felt like the Sisyphean task of building the 300 mph/300 mpg car. One company Volkswagen is building a hybrid car called the XL1 that zips at 100 mph and just sips gas.

The Opposing Forces in a Customer Organization.

Building the utopian 300 mph/300 mpg car illustrates why our Chief Customer Officers can’t operate their customer organization that is simultaneously efficient and strategic—the two are opposing forces in an organization. For efficiency, you need to speed up and look for improvements in operational processes. For strategy, you need to listen for patterns with customers, and that often requires slowing down rather than speeding up. Indeed, the facts on customer service look pretty dismal:

  • 89% of consumers have stopped doing business with a company after experiencing poor customer service [Rightnow].
  • 17% of consumers would recommend a brand that provides a slow but effective solution [Harvard Business Review].
  • 70% of buying experiences are based on how the customer feels they are being treated [McKinsey].
  • …and so on. For more bad news, see 50 facts about customer experience.

But look closely at the facts and you will see that many of these statistics have been around for years. From the 1970s to the 1990s, the customer service industry was designing itself for efficiency—to channel incoming telephone calls to the correct representative.  In the 2000s, technology companies began creating software tools to help businesses handle customer service. Zendesk was the first software-as-a-service technology company in customer service to go public, and around them there are others, as this Gartner magic quadrant graphic shows.

Tech companies would have us believe that well-designed software can help you create a customers-first strategy. Buy Zendesk, Salesforce ServiceDesk, or Verint, and your organization will handle customer woes and also listen to customers strategically. Companies that use such software are driven to listen better to customers, but it’s really responding, not listening. Operational efficiency and customer intimacy are opposing forces.

Customers and Social Airwaves.

When the social revolution hit the business world, and Twitter came into being—customer service changed forever. Customers of any consumer or business brand were able to take to the airwaves and communicate their experience. I myself took to Facebook when receiving disastrous emergency roadside assistance from my auto insurance company.  My insurance company’s mascot may very well be an animal with a British accent (identities of company mascots have been changed to protect the guilty), but the operational efficiency of the customer service rep was not amusing—I was in a broken down car in the night with my young daughters. My insurance company rep was insistent on process that would require us to wait for “anywhere up to 2 hours” and would not look for a towing company that was closer to us. So instead, I called a company whose customer listening skills are legendary—American Express. Their roadside assistance rep understood the situation and routed us to a towing company whose drivers were just a mile away, getting someone to us in 15 minutes. That’s the difference between a customer service organization designed for process (mistaking it for efficiency) and one designed for strategic success. As the American Express rep showed, you can be both efficient and strategic, and they’re designing the legendary 300/300 customer organization.

After I messaged the insurance company on their Facebook page, I got a quick call back from their social media team. However, Facebook and Twitter channels are staffed by marketing and PR reps. We know that the people who manage a company’s social media channel are not trained customer service reps. And customer service reps, on the other hand, are not trained in positioning and public social media. In today’s social world, though, you need to provide a customer support channel that has the power of Zendesk and the agility of Facebook or Twitter.

Customer Silos? It’s not WWII.

Having a customer service platform that allows each department to go deep and yet have the entire company be agile—is utopian (and, as our engineers at Dossier have demonstrated—finally possible). It requires a platform mindset to developing software products that open up communication throughout your company. Customer silos are so World War II—yet these deepen and are really hard to penetrate. Let’s say you, the CEO, start to check on company health on the weekend, and want to know how you are doing with your top 10 customers. You have access to email, Salesforce, Zendesk and Marketo. Retrieving financial data is easy, but to get the real customer picture you need to see across systems.

Even the CEO will take days to get the full picture on the top 10 customers, if at all. He/she will need to ask his/her head of sales, customer service, and product teams—by email, phone calls, and maybe a customer dashboard that shows revenue, number of active users, usage and so on. That slow and manual process is mind-blowing in its backwardness. But that’s what software designed for divisions and departments does—it creates information-rich silos that block the rest of the organization from understanding customers.

By and large, though, customer service is done by a highly-trained, process-oriented team called, variously, Support, Tech Support, Customer Service, App Support, Helpdesk Support, and so on. And the entire software industry, a $2 billion industry, has spawned companies like and Zendesk. These tools are designed mostly for specialized customer service teams. Watch a demo of these products and they will talk about “call deflection”, “queueing,” and “ticket escalations”. In other words, customer support is a science, has a waterfall process, and operationally-savvy people lead those departments.

Somewhere, in the goal to make customer service efficient, companies have lost the strategic ability to really listen to customers. I don’t mean those companies with 10,000+ employees—I mean, even 20 and 100-person companies have lost that ability to really listen. Between the customer and the employees are highly trained customer service people who follow a process—and when they are good, know when to be flexible and delight the customer. However, it’s time to break down the customer silos.

The Fear of Scaling Customer Feedback.

The reason for customer silos being created is—there is a fear in every organization about not being able to handle the scale of customer feedback. Handling scale requires depersonalization—ex. follow-the-sun customer service models that bring staff from different geographies to handle service inquiries. That leads to automation of responses, knowledge bases, driven by effective Chief Customer Officers with a relentless focus on efficiency and quality. Add to this the inherent depersonalization evident in the design of customer support software, and you get an organization that is driven by reacting to customers, or, at best, proactively heading off customer calls by creating self-help knowledge bases, communities, and so on.

By making interacting with customers the domain of Customer Service, the functions that need to listen more to grow the company’s revenues and customer intimacy—the Executive Team, Sales, Product or Program Managers, Marketing, and IT centers or Engineering no longer have the ability to listen to customer feedback at volume and see patterns. The “silo” divisional thinking takes over, there is no visibility into customer issues, and the teams that need to listen every day to customers don’t have the ability to do that.

Customer Listening Posts

What we have seen our top customers—from startups to Fortune 500 companies—do is to create highly efficient customer listening posts. These listening posts are seamlessly integrated with people in customer service organizations, who use Zendesk or Yet, these listening posts are designed for ease of use and for everyday people—your employees and your customers—to use.  As natural as having a conversation, the CEO can now search all conversations from prospects on your web site, customers in your apps, and all customer issues discussed by employees at your workplace. Type in “unhappy” and you will find all customers who have said that they are unhappy. Conversely, a “love it” will reveal all your champions, by user, account or geography.

That is why we created Dossier, a Collaboration App for Teams—to make it possible for the Chief Customer Officer to help the entire company listen to customers, while at the same time handle the scale of customer service issues efficiently. Fundamental to this new wave of customer collaboration software is delivering a Facebook and Twitter-like experience for customers and all teams that want to listen to them, yet being able to instantly sync with and search all customer issues in support platforms like Zendesk, Salesforce Service Desk or, and all projects in project management tools like Asana, Trello, and Clarizen.

One of the ways we are encouraging companies to get every employee to tap into customer feedback is to remove the biggest impediment to getting the entire company to listen to customers—per-user pricing for customer support software. All customer support software—from Oracle, Salesforce, to Zendesk—is based on per-user pricing. This means that, the more employees that you want to have listen to customers, the more your company pays these services. While this makes tremendous economic sense for the customer support vendor, we feel that a pricing structure that encourages all employees to just drop in to listen to customers is called for. So, for example, while your customer service organization uses Zendesk, the rest of your organization—like Sales, Marketing, Product and Customer Success—use Dossier without any user restrictions. And the two platforms—Dossier and Zendesk, Salesforce, Asana, etc.—are connected and seamlessly integrated, giving the rest of the company visibility into customer questions, feedback, and praise.

This is why today, we’d like to invite you to start collaborating with customers for FREE—today, many companies—from 10-person startups, 500-person private companies to 44,800-person companies like CenturyLink use Dossier in all its glory with unlimited customers, unlimited web site visitors, unlimited application users, and even unlimited employees. The first 5,000 messages in your company are free, and then after that, paid plans for the entire company start with a fee of $100/mo.

We’re doing this because we want to bring back the art of listening to the customer, backed by our data science that makes it possible for all companies to both be efficient and strategic—by not just managing customer issues, but also listening and talking to them. And this means that every employee in your company should be hearing customer feedback, asking questions internally, learning from that feedback, and jumping in solve problems or apply that knowledge in ways that you didn’t imagine was possible. Your people are what make your company, and we want to help you turn your company into a customer-intimate culture, not just an operationally-efficient one.

In other words—take a complete approach to customer engagement, not that of the auto insurance company whose customer service rep wanted me and my daughters wait for 2 hours for a tow. Be like American Express, or like Volkswagen, driven to build the impossible and delight the customer. Bring back customer listening—make every employee listen to, learn from, and help a customer. You can have both a “Zip and Sip” strategy!

Do you have a story on how your organization works amazingly with customers? Please share it with everyone.

About Vik Chaudhary

Dossier is an app for organizing customer conversations, no matter where it happens, with zero disruption to the ways you already communicate. Based in San Francisco, Dossier is helping business owners, business professionals and teams around the globe intelligently sync their customer communication channels and organize documents, tasks and more. Welcome to a new way to build better customer relationships and a better business. Sign up for a free account today at