DROPBOX: GO-TO-MARKET SALES

STRATEGY

Interactive B2B Selling MKM804SCC

Akshay Purandare- 113462212
agpurandare@myseneca.ca

Kshitij Sharawat- 119158210

ksharawat@myseneca.ca

Delishya Dianitius-122196215
ddianitius@myseneca.ca

Dashmeet-159081207
dkaur107@myseneca.ca

Arshpreet-135041200
akjuneja@myseneca.ca
In order to facilitate growth at Dropbox, a leading cloud storage provider, business decisions had to be made regarding
Go-To-Market strategies

• Access and control switched from centralized • Dropbox topped the market with 24% market
mainframes to a shared pool of resources and share, followed closely by Box and Microsoft at
distributed connectivity  21%.
• In 2016, IDC estimated the global market for • Dropbox was the first consumer cloud storage
business file sharing at $904 million. According to service used to store large amounts of data.
IDC, the market for file synchronization and • Dropbox Business Service was a significant
sharing is expected to reach $2.3 million by 2018.  contributor to revenue growth.
• Several technology companies such as Microsoft,
Google, Box, Amazon, and Google provided
similar services, increasing competition across the
market.   

2007: Dropbox founded

2008: Officially launched

DROPBOX JOURNEY 2014: Dropbox business launched
2016: Dropbox education to
be launch
As Dropbox looks to continue growing and expanding, they must decide how to invest the substantial
resources but limited resources in their go-to-market strategies.

Dropbox Inc. was the first cloud-based

On 33.8 percent of those devices,
file storage service, with its principal Dropbox is a Saas business model that
Dropbox was the most popular cloud
product being 'Dropbox,' a freemium started out focusing on B2C but has
backup program, followed by Google
consumer product with more than 300 recently expanded to cover B2B.
on 25.1 percent.
million users

Dropbox used two sales methods to

reach out to potential customers: self-
Jun and Melwani are currently
Dropbox launched Dropbox Business in serve/inbound sales and outbound
contemplating where to put the
April 2014 for large businesses, and sales. It had an experienced sales team
money to deal with the changing
Dropbox Education in early May 2016 that handled difficult outbound sales
marketing conditions while staying
for educational institutions. needs and requirements, as well as
inside their budgetary limits.
determining who to target and how
they could help with our product.
 STRENGTH WEAKNESS OPPORTUNITY THREAT
Dropbox • The benefit of being the • Miscommunication and • Growing market size and • Revenues from the SaaS
first to market. existing team conflicts. new technology model are slow.
• Their overall profits • Its hardware has businesses. • Hardware prices are rising.
outperform those of their environmental concerns. • Cost-effective worldwide • Entrants who are new to
competitors. brand recognition the market
• Having a larger selection of
productivity tools to chose
from.
Microsoft • Customers can easily be • The Mac interface is tough Effective pricing and bundle • Cannot be used by
found using an existing to use. offers can help accelerate the businesses due to the lack
user database. • Integration with third- growth of laptop sales of project management
• Microsoft files can be party apps is limited. tools.
easily auto-saved. • When the internet is • Newcomers with
• Simple to set up unavailable, access is additional features can
severely limited. readily replace
incumbents.

Google • The most popular search • Social media platform that • Google's market Competitors and the SaaS
engine on the planet. hasn't worked out. dominance can help them revenue model require time to
• It Provides the freest space • Files can be mismanaged gain market share quickly. build up
across all platforms. because they might be • By allowing easy
handled by multiple connectivity with other
accounts. apps, you can attract more
customers
Box • Userbase already in place. • Out-of-budget sales • Scalable to any size. • Consistent safety issues.
• Fast-growing business. expenditures. • Has a larger consumer • Issues with pricing
• Increasingly fierce base from which to
competition produce revenue.
 Google Drive – Battle Card
Company Overview Features Engagement
Launched in United States on April 24,
• It includes data storage and   Approve - Areas where
2012, Google Drive is a file sharing
document management. chances to Win:
platform that users can use to store
• Backups and Drag & Drop.  Google Drive ensures remote
contacts, pictures, videos, presentations,
recordings, movies, and more. As of July
• Enables offline access data and privacy protection for Pricing
• More suitable to enterprise than clients who share and store
2018, the service had more than 1 Billion
Google drive. millions of files every day. Billings starts with a 10-minute
active users and over 2 Trillion files under
• Infrastructure as a service  Do not approve - Areas minimum and charges per
storage.
where it will lose:  minute after that. Google
 Limited and expensive cloud recently changed its pricing
storage.   model to include sustained-use
discounts and per-minute
Strength Weakness billing.

• Innovative User Interface for mobile

devices.
• Provides large space of storage • Downloading the data from Google
among other platforms. storage is expensive.
Will it require Is it easy to Will the pricing
• Issues patching, repairing and • It has complex pricing scheme. to pay to access model fit for
updating software without machine • Failed Social media Platform download the Dropbox on the business?
reboot. files? multiple
devices?
No Yes Yes
 Microsoft one Drive – Battle Card

Company Overview Feature Engagement

Microsoft launched OneDrive in

• It is a personal vault. Approve - Areas where
August 2007 as a file hosting service
• It helps in storing personal and chances to Win:
that was formerly known as SkyDrive.
This is a digital asset management
sensitive photos and files.  Offering a large basic storage Pricing
• Provides free trial and free versions. tier as well as low-cost upgrade
tool that offers online backup for both With One Drive for personal,
• OneDrive Personal and for business. options 
PCs and Macs, as well as Android, you can get 100 GB for $2.00
iOS, etc.   Do not approve - Areas where
per month, and with One Drive
it will lose: 
for business, you can get two
Low security encryption service
plans priced at 6.40 CAD per
and limited accessibility to
user per month and $12.80
project management tools.
CAD per user per month (with
Strength Weakness advanced security and
compliance features).

Provides easy auto save.

Cost effective. • It have limiting while share files Worried about Is it easy to Can a service
Easy accessible. among colleagues/ clients. future system access among person
It have technological innovation and rival • Limited third party app integration. update? team address the
acquisition. • Difficulty in navigation. members? storage
issues?

No Yes Yes
 Box Inc. – Battle Card

Company Overview Features Engagement

In 2019, Box, Inc. generated $ 696 million • Provides offline syncing.   Approve - Areas where
in revenue and secured $125 million in • Data protection and compliances. chances to Win: Pricing
funding. The company is an American • Compatible with all browsers. Cheap and efficient storage
internet company based in California. • Straightforward data sharing. plans The premium cloud storage is
 Do not approve - Areas available for 0.001 USD per GB
where it will lose:  per hour, with monthly
 Security and privacy subscription plans available for
compliances. $0.07 USD/GB per month. Box
has no upfront fees and storage
payments are based on usage,
Strength Weakness allowing businesses to grow
and scale elastically.

• Allows multiple integration. • Failed social media platforms.

• Provides unlimited free space among • Easy mismanaged due to multiple
Will the data Is UI easy to Will there be
all platforms. device usage.
secure on the understand? any privacy
platform? concerns?

Yes Yes No
Dropbox needs to understand and classify its buyers in order to reach their target market In the education system,
Dropbox needs to focus on three main players:

• They fall under • They are under • They are under

the category of the category of enterprise
individual small tier category.
users, category

Students Staff Administration

To reach the targeted audience, the buyer persona would be crucial

In this group, huge

Students This group is As this department is

Staff

Administration
numbers of files will responsible for using responsible for
be transferred and cloud storage for making sure the
storage space will be specific uses which departments are
well utilized. They includes recording connected, it would
have the ability to the marks, like to ensure that
make decisions when attendance and the departments are
it comes to individual details of students. connected through
Dropbox use, but not Dropbox as well as
when they are in making sure the data
university. shared and stored
are secured.
 Inbound Outbound
Strategic implications
The prospect seeks information from the The salesman contacts the potential customer
organization in order to answer their problem, to sell them the service or product. The
need, or pain point. salesman can contact the prospect by cold Once a client expresses interest in
The prospect conducts research, reads blogs, calling, cold emailing, or even cold messaging. your product, inbound sales make
attends a webinar, arranges for a free Outbound leads are typically less aware and the process go more smoothly. You
consultation, and so on. engaged than inbound leads. may make a more tempting offer
The prospect provides his or her email address • Use case - selling high-priced products to
business clients and close a sale faster by focusing
in exchange for a free eBook, infographic, tool,
or other offer. on your consumers' pain areas.
• Use case - a small business with limited funds When selling to a business using
to invest in a sales crew, such as a startup inbound sales strategies, your focus
must be flexible enough to account
Advantages Disadvantages
for a variety of viewpoints and
priorities. In recent times because
Inbound Conversion rate is high For generating expected ROI, a longer
Cost-effective time investment is required. of its intrusive practices, outbound
In the long run, it has the potential to Need to produce a large amount of
produce more leads. content. sales is frequently dismissed. It
It is not a mechanical approach. needs a bigger budget and
sometimes it is difficult to calculate
Outbound Wide Reach
Converts direct sales more easily.
Frequently regarded as intrusive
The conversion rate of leads to sales is
ROI but a successful outbound sales
Provides quick results quite low. plan can boost revenue significantly,
Buyers can now avoid unwanted
outbound sales communications like cold when done correctly
calls and emails due to modern
technologies.
The major channels of communication will be LinkedIn , Email and Phone calls

Phone call/
InMail
• The first step is connecting • A follow up email will be voice mail • A follow up email is sent
via LinkedIn to identify the sent to the person about the voice mail and
person in charge of the • A LinkedIn message will be discussing in detail of the • A phone call/ voice mail is attaches further documents
institution sent to the authorized advantage of the plan sent to the authorized explains the benefits from
person addressing the provided and also the cost person regarding the Dropbox.
benefits of Dropbox. structure as well as seek the LinkedIn message and email
possibility to make a phone sent.
call.

LinkedIn Follow up Email

2) Voicemail

Hello Jeffory,
I am calling to have a discussion with you with regards to the mail I sent to you earlier.
Jeffory, I am sure that the services being offered are spectacular and
I am looking forward to connecting with you to discuss the same,
Practices to be followed
I am Akshay calling you from Dropbox, Please call me back on +1(289) 885 5023
Thank you. SOCIAL MEDIA EMAIL VOICEMAIL
 Shortlisting the  Choosing the right  Background check
platform format to deliver for connecting to
accurately the content the right individual
 Precision and brief  Keeping the  Voicemail should
content information short not exceed more
3) LinkedIn message Being proactive in and crisp than 30 seconds

your approach  Addition of  Personal touch to
Hello Jeffory, Connecting with references could be the voicemail can

I am writing to you with regards to the email I sent to you regarding the correct set of used uncommonly be beneficial
target connections    Being well versed
products and services.  Staying up to date with the content
I am curious to know your availability to have the further discussion as the and punctual to being spoken is
deliver the necessary
introductory discount for our service is for a limited time.
promises
Please reach out to me on +1(289) 885 5023 or email agp@dr.ca
I am looking forward to hearing from you.
Thanks, Akshay
Appendix

Average contract value $ 30,000.00

Sales Rep Cost $ 3,00,000.00

Average annual Quota $ 4,00,000.00

Outbound Sales Budget $ 2,00,00,000.00

Annual Churn rate 14%

Annual contract acquisition per sales person 13.33

Customer Acquisition Cost $ 22,500.00

Maximum Sales Rep recruitable 66.67

Rounded off 66

Contract acquisition with maximum sales rep 880

Customer Lifetime 7.14

Customer Lifetime Value $ 2,14,285.71