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11/4/2016
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MAKING THE WAY YOU SELL A COMPETITIVE
ADVANTAGE
PASCALE HALL
Marketing Sales TransformationMarket Assessments Sales & lead management Defining vision & mission
Segmentation, targeting &
positioning
Large account management
process
Shifting the paradigm and
change management
Product management &
marketing
Creating & managing
opportunities
Building customer centric or
solution led organizations
Go to market plans & activation Sales Enablement Organizational design
Communication management Social Selling Innovation & NPD processes
Pricing & value capturing Value based selling and pricing Internal communications
(Employer) brand management Negotiating success Coaching & capability building
Customer experience & loyalty Leveraging your CRM tools Marketing & sales alignment
Marketing performance & KPI’s Partner channel management Building employee engagement
Deep Expertise
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SALES RELATIONSHIP MATRIX2016
SALES ENABLEMENT OPTIMIZATION STUDYOCTOBER 2016
AGENDA
Pascale HallPartner Minds&More
Twitter: @pascalehallLinkedIn:https://be.linkedin.com/in/pascalehall
Email:pascale.hall@mindsandmore.biz
Introduction
1. The SRP Matrix
2. What Are Enablement Goals?
3. What Are Main Enablement Services?
4. Cross-Functional Collaboration Assessment
5. Relevance of Customer‘s Journey Alignment
6. Social Engagement Cannot Be Ignored
7. New Hire Ramp-Up Time
8. Effectiveness of Content Services
9. Effectiveness of Training Services
10. Sales Manager Enablement Matters
11. Sales Coaching Matters Even More
12. Enablement Technology Trends
13. Going Forward
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Quota attainment is decreasing
• Quota attainment is decreasing over years
• Quotas are raised year by year
� What‘s done to equip salespeople to hit their quota?
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Why?
• Customers’ behaviors have changed and continue to change
• Dynamic, ever-changing environment
• Increasing product portfolios, mergers and acquisitions
• Increasing number of decision makers and stakeholders
• Longer sales cycles
• Product benefits have to be translated into customer business value
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What to do?
Source: Shutterstock
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Change the approach!
Source: Shutterstock
Working smarter, let’s first understand what we are doing…
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B2B SALES LEADERS: TOP SALES OBJECTIVES 2016
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RELATIONSHIPS AND PROCESS MATURITY
Relationship
Level
Process Maturity
Productivity
Performance
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Sales RELATIONSHIP/PROCESS MATRIX
Trusted Partner
Strategic Contributor
Solutions Consultant
Preferred Supplier
Approved Vendor
Random Process
Informal Process
Formal Process
Dynamic Process
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LEVELS OF CUSTOMER RELATIONSHIP
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LEVELS OF SALES PROCESS
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Sales RELATIONSHIP/PROCESS MATRIX
Trusted Partner
Strategic Contributor
Solutions Consultant
Preferred Supplier
Approved Vendor
Random Process
Informal Process
Formal Process
Dynamic Process
R1/P1
R3/P3
R4/P4
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SALES RELATIONSHIP/PROCESS MATRIX
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Defining Sales Force Enablement
Source: CSO Insights Research NoteSales Force Enablement Definition
Sales Force Enablement — A strategic, cross-functional discipline
designed to increase sales results and productivity
by providing integrated content, training and coaching services
for salespeople and frontline sales managers
along the entire customer’s journey,
powered by technology.
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Introduction: A growing discipline
Enablement is a growing discipline
• 19.3% had enablement in 2013
• 32.7% have an enablement practice in 2016
� Increase of 69%
Source: CSO Insights 2015 Sales Performance Optimization Study
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DRIVING PERFORMANCE – IMPROVING PRODUCTIVITY
Sales ManagementChannel/Region/Segment
Sales ManagerFrontline, Quota Bearing
SalespersonField/Inside/Channel
Chief Sales OfficerRevenue, Expense, Market
Share
SalesPerformance
Sales OperationsTerritories, Metrics, Comp, Quota
Sales TrainingProcess, Skills, Product, New Hire
Sales EnablementContent, Knowledge, Message, Tools
Sales TechnologySFA, Apps, Platform. Mobile
InfrastructureProductivity
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Cross-functional Collaboration
Enablement is MUCH more than sales and marketing alignment:
• Collaboration with product, IT, and HR to be improved
• Best collaboration is within sales: sales ops and executive management
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Introduction: Outcome of enablement initiatives
Outcome of enablement initiatives NOT satisfying
• 31.3% met or exceeded all or the majority of their expectations
• 56% met only some or a few of their expectations
Source: CSO Insights 2016 Sales Enablement Optimization Study
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“Customer-core” enablement approach is needed...
• Customer’s journey alignment matters…
• HOW to sell is more important than WHAT to sell
� That‘s why Sales Force Enablement exists
Source: Shutterstock
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…to improve quota attainment
• Aligning the sales process to the customer‘s journey is one of the essentials
• Only a dynamic alignment improves quota attainment above average of 55.8% up to 63.4%:+ 13.6%
Study’s average quota attainment: 55.8%
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Enablement goals
Main goal: Increasing revenues (68%)
• Various strategies are applied. One key is to improve productivity
• Top goals: Decrease ramp-up time, increase selling time and improve conversations
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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The relevance of a structured approach
Enablement success requires a structured approach
• Formal vision of enablement success
• Comprehensive enablement charter
• Define how to measure success
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Social engagement cannot be ignored (1/3)
Social selling serves various purposes
• Lead generation, account and stakeholder research, and call preparation
• Building social brand
• Content curation
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Social engagement cannot be ignored (2/3)
Benefits of using social selling tools are multi-faceted, and unclear:
• Productivity driver
• 38% are „not sure“ about the benefits
• Those with aligned social strategies have more clarity: only 18% are „not sure“
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Social engagement cannot be ignored (3/3)
Social engagement drives win rates, if social strategies are aligned
• No alignment: below average
• Informal alignment: average
• Formal alignment improves win rate:+16%
Average win rate: 46.2%
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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The approach to sales coaching matters
Coaching approach still not structured
• Majority (47.5%) leaves coaching up to each manager
• Only formal coaching approaches impact performance
� Informal and random coaching is useless!
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Formal and dynamic coaching impact performance!
Formal and dynamic coaching drive performance
• Win rates:• Dynamic: +27.9%• Formal: +11.4%
• Quota attainment:• Dynamic: +10.2%• Formal: +8.6%
Average quota attainment: 55.8%Average win rate: 46.2%
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Enablement technology
Enablement content management solutions (SECM) not the majority
• With SECM:• In 2015, 33.3%
developed a solution internally
• In 2016, only 19.8% developed internally
� Trend to leverage proven technology
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Improvements driven by SECMs
Performance improve-ments driven by SECM
• Productivity leads the list: Improving access to content, and reducing search time are top improvements
• Effectiveness follows with e.g. win rates, ramp-up time
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Source: CSO Insights 2016 Sales Enablement Optimization Study
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Going Forward
Source: Unplash Images
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ASSESS RELATIONSHIP/PROCESS MATRIX
Trusted Partner
Strategic Contributor
Solutions Consultant
Preferred Supplier
Approved Vendor
Random Process
Informal Process
Formal Process
Dynamic Process
R1/P1
R3/P3
R4/P4
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DEVELOP YOUR SALES GROWTH PLAN
• By region, country, vertical segment• Which results: % organic growth, profitability, customer
satisfaction, market share• Define % retention, % NN, %NE, % innovation space• Gaps in skills• Develop the sales playbook• Adapt compensation models• Recruitment model
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Customer’s journey alignment is essential
Awareness BuyingImplementation
& Adoption
Change Dynamics
DecisionDynamics Value Dynamics
Marketing – Sales – Service and Delivery
Customer's Journey
Shared Goals | Shared Processes | Shared Technology
Source: Various CSO Insights Research Noteson Sales Force Enablement Master Framework, and Customer-Core Approaches
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FOUR areas to focus on
Source: Various CSO Insights Research Noteson Enablement Maturity, Creating A Charter and Creating A Collaborative Production Process
Social Engagement
�Leverage the orchestrating role of sales force enablement to implement a holistic social engagement strategy
�Assess your current point of departure
�Create an enablement charterEnablement Maturity
Cross-functional Collaboration
�Define an enablement production process
�Develop a cross-functional collaboration model
Sales Manager Enablement
�Given the huge relevance of the frontline sales managers , equip them wisely – first!
Marketing & Sales Performance Summit #516th November 2016 - Mechelen
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© 2012 Deloitte Touche Tohmatsu Limited41
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APPENDIX: Demographics
Source: CSO Insights 2016 Sales Enablement Optimization Study
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2016 Sales Enablement Optimization Study
• 2016 Sales Enablement Optimization Study www.csoinsights.com
• Check out our blog and get new insights every week:https://www.csoinsights.com/blog
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Selected additional resources: Blog posts
� Evolving Enablement to Sales Force Enablement: The New Definition
� Do You Need An Enablement Charter?
Enablement Definition and Charter
� What Is Maturity in Sales Enablement?� Sales Enablement: How To Get To The Required Level� Enablement Maturity: Reaching the Recommended Level� We All Need Ambitions: The World-Class Level in Enablement� The World-Class Level in Enablement: Creating Value for
Your Customers' Customers
Enablement Maturity
� Formula for Successful Sales TransformationSales Transformation
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Selected additional resources: Special reports
* research membership required
CSO Insights Guides
2016 Sales Performance Optimization Study
Sales Transformation
� CSO’s Guide to Transforming Sales
� Four Reasons to Invest in Frontline Sales Managers
� 2016 Sales Performance Optimization Study Find More Analysis *
� 2016 Sales Performance Optimization Study Win More Analysis *
� Sales Force Enablement: Six Strategic Issues 2016, Part 1 *
� Sales Force Enablement: Six Strategic Issues 2016, Part 2 *
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