inside the sales 2.0 sales organization...eloqua, prospecting (isell) change analytics (cloud 9),...
TRANSCRIPT
© Copyright 2011 The Sales Management Association
September 7, 2011
September 7, 2011
Presented by: Lori Rapoza Director, Sales Operations Brainshark, Inc. [email protected]
Inside the Sales 2.0 Sales Organization
Joe Galvin Independent Analyst [email protected] @joegalvin
Welcome to “This Economy”
“Uncertain economy”
“Current economic conditions”
“Challenging economic times”
Source: Joe Galvin
Change How
We Sell?
• Provocative Selling Provoke your client
• Challenger Model Challenge their knowledge
• SPIN Selling Situation, Problem,
Implications, Needs payoff
• FUD Selling Fear, Uncertainty and Doubt
• Bare Handed Selling
Source: Joe Galvin
Change What We Say
• “Customer 2.0"
– More Informed
• The Business Consumer
• Products to Solutions
– Products can be bought, solutions must be
sold
• Solutions solve problems
• Buyer Dynamics
– Recognizing customer buying roles and
patterns
• Buyers are better at buying
Source:
Joe Galvin
Advancing Technology Forces Change
SanDisk Flash Drive: 4.0GB
Cost: $9.99 (2011) Cost: $49.99 (2007)
In September 1956 IBM launched the 305 RAMAC, the first computer with a hard disk drive (HDD). The
HDD weighed over a ton and stored 4.4MB of data. Cost: $35,000/year
($277,000 in 2010 dollars)
4.4 Meg Hard Disk in 1956.
Source: Joe Galvin
Information Technology Accelerates
Information
Communications
Data acquisition
Real time reporting
Amplifies
Mobility
Multi-platform
Synchronization
Collaboration
Illuminates
Data
Analytics
Transparency
Contribution
Data, Information and Intelligence
Source: Joe Galvin
The Multi Channel Customer
Relationships
Personal and peer knowledge network
Vendor/supplier/provider/partner relationships
Access to Data, Information and Intelligence
Inbound
React, respond, qualify, nurture, follow
Outbound
Search, research, engage, connect
Social
Chats, tweets, posts, blogs, communities, groups, profile
Source: Joe Galvin
Technology Drivers: 2015
• Social is Mainstream
Customers get smarter
Social sales community
• Limitless Bandwidth
Skype, video chat, stream
Tele-Presence, virtual events
• Life in the “Cloud”
Anytime, anywhere, anyone
• Big Data
Transparency, predictive
analytics
Source: Joe Galvin
Sales Force Automation
Form
Spreadsheet Client Server
On Demand
SFA: Sales Force Accounting
Accounts / Contacts
Pipelines and Forecast
Territory Management
Reporting/Dashboards
Opportunities
Suspect Qualify Solution Negotiate Close
Source: Joe Galvin
Sales Technology: 2011
Marketing
Automation
External
Data
Incentive
Comp
Content
Management
Accounts / Contacts
Pipelines and Forecast
Territory Management
Reporting/Dashboards
Opportunities
Suspect Qualify Solution Negotiate Close
Source: Joe Galvin
Sales Execution
Sales Technology
Operations Market assessment,
coverage model,
territory/role definitions,
quota management,
compensation, pipelines,
forecasts, productivity,
metrics, reporting,
analytics
Where We
Sell
How We Sell
Training Process and
methodology
Skills, tactics and
techniques
Sales mgmt., coaching
New Hire, Product,
market, competitors
Enablement “The Message”, value,
FAB, positioning,
comparative, Strategic
roadmap, ROI/TCO,
documents, playbooks
presentations, rich
media, webinars, virtual
events, community
What We Sell
SFA Learning Content
Computer, Tablet, Smart-phone Mobility, Collaboration, Integration
Source: Joe Galvin
Human Resources Finance Marketing
IT
Sales Execution
Source: Je Galvin
Sales Technology
Training
Enablement
Operations
Sales Rep Automation
Opportunities
Suspect Qualify Solution Negotiate Close
Sales Force Automation
Sales Rep Type Global/Nat. accounts
Named accounts Geo-territory
Inside
Customer Relationship Type
Transactional Continuous
Strategic Buying Dynamics
Buying Center Buyer Persona’s Buying Process
Source: Joe Galvin
Edge of Innovation: 2012 • Tablets/mobility
iPads: Touch.salesforce.com
Synchronization, Dropbox, the “Cloud”
• Social Selling Prospects: search, seek, track – engage
Customers: community, knowledge and nurture
• Marketing Impact Creating Opportunity: Demand gen, content, campaigns
Managing Opportunity: Enablement, message, tools
Maintaining Relationships: Nurturing
• Collaboration: Chatter, Jive
Social Sales Community, Customer collaboration
Social Enterprise, Social CRM
Source: Joe Galvin Source: Joe Galvin
© Copyright 2011 The Sales Management Association
September 7, 2011
September 7, 2011
Presented by: Lori Rapoza Director, Sales Operations Brainshark, Inc. [email protected]
Inside the Sales 2.0 Sales
Organization
Joe Galvin Independent Analyst [email protected] @joegalvin
What is Brainshark?
http://www.brainshark.com/brainsharkinc/ABCdemo
Create
Share
• E-mail • Websites • Blogs • Social Media • Portals • LMS
Track
Who?
When? Where?
What?
Select Customers
Sales Operations - Guiding Principals
Commitment
Mission:
To promote individual responsibility, team collaboration and accountability through continuous improvements to the operational effectiveness, productivity and efficiency between Sales, Marketing, Services and Finance.
2012 Objective:
To analyze, evaluate and support these departments through standards in measurement, implementation of technologies, new procedures, better communications and adherence to best practices.
Communication Shift
Marketing Sales
Marketing Sales
Content
Gap
Technology Process
3,458
How do we get there…
MQOs
Sales Dollarized Opps
Sales Accepted Opps
New Account Wins
Marketing Qualified
Opportunities
Business Development Conversations
Program Responses
Database & Site Visitors
1.4M Names 1.6M Visitors
4,611 Conv. 75%
83,830 Conv. 5.5%
3,458
1,038 Conv. 50%
415 Won Conv. 40%
2,075 Conv. 60%
Marketing Produces 65% Blended ASP $40K
Sales Pipeline Conversion Rate
12%
SLA
Sales
Marketing
CRM Marketing Automation
LMS
Web Conferencing
Marketing Automation
Sales Enrollment
Web Analytics Compensation Management
Events Management
Contract Management
Social Media
Configuration
Document Management
Proposal & Quoting Territory Planning
Territory Management Play Books
Sales Portal
Image credit: Bruce Terzian
Web
confer
encin
g
Brainshark’s Sales & Marketing Technology
Contact
Data Chat
Marketing
Automation
Event
Management E-Mail
Sales
Intelligence
E-Signature
Proposal
Creation
Web
Conferencing
Web &
Social Media
Salesforce.com CRM
Analytics EchoSign
CRM
Technology Spend
Marketing
22
Operations
3
Bus Dev
15
Services
51 Sales
71
Channels
3 $3,897 per Person
$670,336 165 + 6
• No Hardware
• No IT Personnel
• Real-time Updates
Brainshark Sales Process Brainshark Sales Process (effective 1/1/11)
This stage is dedicated to clearly identifying whether or not an opportunity exists. Planning for a Discovery Meeting occurs in this stage. The Opportunity is created (self -sourced or via an MQO) in SFDC after a successful Qualification Meeting has been achieved
Def
init
ion
B
est
Pra
ctic
es
Conduct a two way exchange of Prospect’s business challenges, goals, Business Issue (BI) and buying process as well as Brainshark’s potential business impact, value-add and viability
Discovery Meeting
Meeting with key decision maker(s) / influencers to:
Further Diagnose and document the Goals, Problems or Needs
Uncover Business Issue (BI)
Excitement “Introductory Brainshark Presentation”
Gather data to develop an ROI Analysis
General pricing & budgeting discussion
Identify additional stakeholders/next steps towards expanding the Brainshark “Use Cases”
Qualification Meeting
Identify that prospect is at the right decision making and/or influencing level and there is interest in evaluating Brainshark. Identify that the prospect is trying to:
- Achieve a Goal
- Solve a Problem
- Satisfy a Need
Identify other potential decision makers and influencers
Moving to Discovery requires agreement from customer to sponsor a Discovery Meeting
Champion Letter
Validate the Goals, Problems, Needs identified in the Discovery meeting
Document BI
Secure agreement on the next steps
This stage may also include:
Additional Meetings
Possible Professional Services involvement
Champion letter should always be validated by champion
Moving to the Solution Stage requires the scheduling of a Solution Meeting and identification of BI
Present and justify the specific Brainshark solution to the key decision makers. Confirm BI’s and BV
Solution Meeting
Deliver Proposed solution:
– Executive Summary – Product / Services – Support – Pricing – Agreements – Document ROI – tied to BI – References
“Customized Solution Demo”
“Alternative” Mgt.
Moving to Proof stage requires at least a verbal acceptance of our proposal
Identify if additional activities are required to prove your solution Agree to and document any necessary milestones. Confirm BI and BV
Necessary Proof
Execution of a Pilot or “Proof of Concept” if required
determine additional activities or involvement from other areas in order to parallel develop the final contract.
IT/Security Audit References Compliance Acceptance
Moving to Contract stage requires Contract to be in review & if there’s a Pilot, it’s been completed
Have been given a verbal acceptance & the contract is being finalized
Finalize Contract
Legal & Procurement discussions
Possible creation of an Addendum Once the Contract is executed, the applicable On boarding process is initiated.
Contract Solution Proof Validation Qualification Discovery
Document and confirm we understand the Prospect’s business challenges & Business Issue (BI) while validating next steps in the Prospect’s evaluation process. Quantify Business Value (BV) and Personal Value (PV)
Moving to Validation requires thorough Discovery is complete
Forecast Category Weightings Opportunity Type Pipeline Best Case Commit
New 30% 50% 100%
Affiliated New 40% 66% 100%
Services 30% 50% 100%
Renewal 50% 80% 100%
Pilot 0% 50% 100%
Invoice Only 0% 50% 100%
Invoice Only – Outclause 0% 50% 100%
Services Backlog 0% 50% 100%
SMB 0% 50% 100%
SMB Affiliated New 0% 50% 100%
SMB Renewal 0% 50% 100%
SMB Services 0% 50% 100%
Channel 0% 50% 100%
Channel Renewal 0% 50% 100%
Strengthen Opportunity Confidence
KPI’s
Evaluate S
Talent Analytics
Sales Turnover
YTD 15.7%
Forecast Accuracy Metrics (Mgmt)
1. Close Dates: RED and BLUE and GOLD/MM Only
• Q less than 30 days
• D less than 30 days
• V less than 30 days (less than 15 Days for Gold)
• S less than 30 days (less than 15 Days for Gold)
• Proof and Contract is open (flex)
2. Stage Duration: RED & BLUE
• Q greater than 30 days
• D greater than 30 days
• V greater than 30 days
• S greater than 30 days
• P greater than 100 days
• C greater than 30 days
3. Stage Duration: GOLD
• Q greater than 30 days
• D greater than 30 days
• V greater than 30 days
• S greater than 30 days
• P greater than 60 days
• C greater than 30 days
4. Any undollarized opportunities in Validation, Solution, Proof, Contract
5. Opportunity TYPE (insure the right TYPE is applied for the respective team)
6. Expired Close Dates
Measure all Phases of the Cycle
Contract Solution Proof Validation Qualify Discovery
Order Status (EchoSign)
Lead to Opportunity Conversion & Rates
Eloqua, Prospecting (iSell)
Change Analytics (Cloud 9), Forecast Accuracy Forecast Checklist (SFDC)
Activities (GTM, CL’s, BSK’s, Calls, Emails, Face to Face)
Retention
Requirements for Success
• Executive Sponsorship (Top Down)
• Resources
• Scalability & easily adaptable to change
• Training & adherence
• Consistency
• Keep it easy to manage
Sales Transformation: 2015
• Analytics: 3D Data
Measuring how we sell
• Customer X.0: The Multi-Channel Customer
Smart, sophisticated buying
• Collaboration: The Social Sales Community
Changing how we communicate
• Revenue Marketing: Part of Sales
Demand gen., Enablement, Nurturing
• Sales Technology: Sales Rep Automation
How they sell and what they say
Source: Joe Galvin Source: Joe Galvin
Bridging the Gap
• Quantifying the “Gap”
Establish metrics and benchmarks
• Define the resources
Align with Marketing
• Audit the Message
What’s being said
• Measure Sales Tech
What gets used
How Long is a Piece of String?
Source: Joe Galvin Source: Joe Galvin
Bridge to What?
• Vision for Execution
If you don’t know where you’re
going, any road will get you there
Who is your customer?
• The sales person
What are their problems?
• Staying ahead of Customer X.0
How will you know when you are there?
• Measure Sales Productivity
Source: Joe Galvin
Three Takeaways
• Sales Execution Demands Change
“Culture is your only strategic advantage”
• Sales Execution is Elusive
1 in 5 technology initiatives fails to deliver value
• Sales Enablement is the Edge
Enablement drives Productivity, Technology
powers Enablement
If you can’t keep up, you can’t keep up
Source: Joe Galvin
Thank You.
Lori Rapoza Director, Sales Operations Brainshark, Inc. [email protected]
Joe Galvin Independent Analyst [email protected] @joegalvin