how to execute a ‘customer at the core’ strategy

HOW TO EXECUTE A ‘CUSTOMER-CORE’ STRATEGY WHY “HOW YOU SELL” IS MORE IMPORTANT THAN “WHAT YOU SELL”

#MSPS15, NOVEMBER 18, 2015

Tamara Schenk | Research Director |@tamaraschenk

2© MHI Global, Inc. All Rights Reserved.

"The main thing is to keep the main thing the main thing."Stephen Covey

Source: Shutterstock


Revenue Impact of an enablement function:

+ 8.2%

And there is even MORE business impact…

Source:CSO Insights 2015 Sales Enablement Optimization Study

80.3%

88.5%

70%

75%

80%

85%

90%

Without Sales Enablement Function With Sales Enablement Function

Revenue Plan Attainment w/o Enablement

© MHI Global, Inc. All Rights Reserved.


The more you follow a customer-core strategy, the better the revenue plan attainment is:

+ 9.1%

Source: CSO Insights 2015 Sales Enablement Optimization Study

85.7%

94.8%

70%

75%

80%

85%

90%

95%

100%

Not/Minimally Aligned to Customer's Journey Mostly/Fully Aligned to Customer's Journey

Revenue Plan Attainment w/o “customer core”

© MHI Global, Inc. All Rights Reserved.


Source: CSO Insights 2015 Sales Enablement Optimization Study

If the sales process is mostly or fully aligned to the customer‘s journey:

Conversion rates:up to 38%

Quota attainment: up to 13%

Overall revenue plan attainment: +9.1%


Twitter: @tamaraschenkLinkedIn: http://www.linkedin.com/in/tamaraschenkEmail: [email protected]

2005-2013: T-Systems International GmbH:VP Sales WW Enablement & TransformationSenior Manager Sales EnablementHead of Business Development Utilities2001-2005: Managing Consultant, DeteconSales & Delivery1999-2001: Diebold: Senior Consultant:Sales & Delivery1998-1999: Ratio Ltd. Overseas DivisionProject Manager, Sweden1992-1998: Rausch + Partner (own company): Sales & Delivery

Tamara SchenkResearch DirectorCSO Insights, A Division Of MHI Global

Business Drivers: Buyer Behaviors and the Case for Strategic Enablement

Enablement MaturityIdentifying the point of departure

Enablement Master FrameworkDefining the right next step

http://www.linkedin.com/in/tamaraschenk

mailto:[email protected]


Change Dynamics Decision Dynamics Value Dynamics

Knowledge Acquisition Online

Context via Sales Interaction

Awareness

Need tochange

DefineSituation

Buying

EvaluateOptions

Select Best

Imple-ment

AssessValue

Implementation & Adoption

Customer's Journey


Tactical program or function Strategic discipline

Focus on salespeople only Integrate frontline sales managers

Sales and marketing alignment Customer journey alignment

Isolated initiatives Holistic, integrated approach

From Into

Fixing the quarter Driving sustainable sales results


“The beginning of wisdom is the definition of terms.”

― Socrates


CSO Insights Research Note:Sales 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.


Awareness

Need tochange

DefineSituation

Buying

EvaluateOptions

Select Best

Imple-ment

AssessValue

Implementation & Adoption

Customer's Journey

Integrated Enablement Services for Sales ProfessionalsContent | Training | Tools

Coaching Services for Frontline Sales Managers (FSMs)

Enablement Technology

CSO Insights Research Note:Frontline Sales Managers – Enablement Needed


CSO Insights Research Note:All Things Enablement: Maturity Model Overview

A Culture of Chaos

Sales Enablement

Sales Force Enablement

Customer-CoreEnablement

Required Recommended World-Class

Organized Scaleable Adaptive


CSO Insights Research Note:All Things Enablement: Maturity Model Overview

Product training focus

Skills & competencies driven by HR/ L&D

Focus: Salesperson

Training - Required

Domain - Organized

Training orchestrated by enablement, product training mapped to customer’s journey

Basic FSM curriculum

Focus: Salesperson & FSMs

Training - Recommended

Cross-functional / Scalable

Sales execution derived from business strategy

Coaching & enablement framework “customer-core”

Content & training integration

Building salespeople‘s business awareness

Developing world-class FSMs

Integrated - World-Class

Eco-System / Adaptive

Content, messaging, tool focus

Content categorized, assessed

Content accessible via (mobile) technology

Content - Required

Domain - Organized

All services designed/mapped to customer’s journey

Cross-functional enablement operations process

CRM integration

Content - Recommended

Cross-functional / Scalable

Sales Enablement Sales Force Enablement Customer-Core Enablement


How to evolve enablement ?


Source: Shutterstock

Connects both sides of river Thames

Road for cars and suspension bridge for ships

Towers provide perspectives and overview


Enable-ment

Services

Vision &StrategyCharter

Change/Adoption

Cross-functional Collaboration

Customer's Journey

Internal Process Landscape: Value Creation Chain

People, Performance powered by Sales Leadership

Principles, Processes powered by technology

Enable-ment

Operations

CSO Insights Research Note:Sales Force Enablement Master Framework


CSO Insights Research Note:Creating a Sales Force Enablement Charter

Sales roles, sales manager roles, channel partners, etc.

Target Groups

Objectives andStrategies

Roadmap

Derive objectives that lead to vision

Define action plans per objectives, and create a roadmap

Vision, Mission, Purpose

Define vision, mission, purpose, core values

Create tagline and change story!

Services

Metrics

Define enablement services per target group

Milestones, leading and lagging indicators

Four steps to define your vision & strategy charter


Customer‘sJourney

Scopefor FSMs

Scope forSales-people

Customer‘sFocus

Engagement Principle

Design Points for Your

EnablementServices


Business Awareness: Skills, Knowledge, Strategies, and Expertise

Customer‘s Journey

Awareness BuyingImplementation &

Adoption

Content & Training Content & Training Content & Training

Training Services on Skills, Competencies and Expertise

Change Dynamics Decision Dynamics Value Dynamics

Coaching Services for Frontline Sales Managers


Source: lucaforni.com

Every piece of content

requires at least a

"how to use" training

No sales training

without content

CSO Insights Research Note:

Sales Force Enablement – Integrating Content and Training


CSO Insights Research Note:

Sales Force Enablement – Integrating Content and Training

Competencies

Knowledge

Strategies

Expertise

Content, Messaging, Tools Enablement / Client-Facing

Training

Content Training

Content, ToolsOperations

Training

Content Training


Leverage Master framework

Leverage our sales enablement master frameworks to define YOUR next steps towards a more customer–core strategy

Changing buyer behaviors and rising buyer expectations

Customers don‘t buy products, they buy the value

Understanding the customer‘s journey is key to sales success

Business Drivers

Assess Maturity Level

Start where you are, but know where you are

Leverage the enablement maturity model


Barry

Trailer

Tamara

Schenk

Tom

Chamberlain

Jim

Dickie

Joe

Galvin


RESEARCH DATA EXPERTISE

Research, Data and Expertise Sales Leaders Respect and Trust Globally.

Best Practice Frameworks & Trends

Sales Performance &

Productivity Research

Peer & Standard Benchmarking

Assessment & Measurement Tools

In-person & Online Executive Networking

Advisory

We provide sales analysis and decision making support to sales leaders: the individuals who are responsible for the creation and

execution of the sales strategy.


Visit CSO Insights!https://www.csoinsights.com/

https://www.csoinsights.com/

HOW TO EXECUTE A ‘CUSTOMER-CORE’ STRATEGY WHY “HOW YOU SELL” IS MORE IMPORTANT THAN “WHAT YOU SELL”

#MSPS15, NOVEMBER 18, 2015

Tamara Schenk | Research Director |@tamaraschenk

how to execute a ‘customer at the core’ strategy

Presentations & Public Speaking