social selling roadshow, dublin part 1 of 2 - how to unlock competitive advantage
TRANSCRIPT
#socialselling16
Welcome to the
D U B L I N A P R I L 7
#socialselling16
Frank Hattann
Head of Enterprise Sales EMEA
LinkedIn Sales Solutions
#socialselling16
+124M NAMER
+132M EMEA
+57M LATAM
+85M APAC
LinkedIn has 414 Million members across the world
LinkedIn has 414 Million members across the world
1M Ireland
#socialselling16
LinkedIn has 414 Million members across the world
IRELAND
1M+
159.6K Decision makers on LinkedIn
34.5K Company Pages on LinkedIn
17% Enterprise
18% Mid-Market
65% SMB
Influence every relationship driven sale for our customers
#socialselling16
Relationships are foundational for sales success
Frank
Company
A
Company
B
Company
C
#socialselling16
The buyer’s process has changed
5.4 75 of B2B buyers now use social media to be more informed on vendors
% 90 of decision makers say they never respond to cold outreach
% people are now involved in the average B2B buying decision
#socialselling16
Agenda
#socialselling16
9:30am Welcome and Overview 9:40am Social Selling: How to Unlock Competitive Advantage 10:10am Hallmarks of a Social Seller 10:40am Customer Panel 11:30am Networking
Join The Conversation: #socialselling16
#socialselling16
Kevin Scott
Head of Sales Solutions, EMEA, LinkedIn
SOCIAL SELLING How to unlock competitive advantage
Thomas Bell
President, Linnean Society of London
“The year which as passed has not
been marked by any of those striking
discoveries...”
“Everyone’s always asking me when
Apple will come out with a cell phone.
My answer is ‘Probably never.’”
David Pogue
Tech Columnist, New York Times
???
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”
Mike Derezin ???
“Zuckerberg is an idiot! I can’t
believe he turned down Yahoo
for 1 billion dollars.”
Michael Porter
Competitive Strategy
and Competitive Advantage
Advantage CompetitiveS U S T A I N A B L E
#socialsellingroadshow
Rita Gunther McGrath
The End of Competitive Advantage
"To win in volatile and uncertain environments, executives need to learn how to exploit short-lived opportunities
with speed and decisiveness.”
Advantage Competitive
#socialsellingroadshow
by Geoffrey Moore
Crossing the Chasm
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
HIGH RISK
NO RISK
The Chasm
HIGH RISK
NO RISK
HIGH REWARD
NO REWARD
Early Majority Late Majority Laggards Innovators and Early Adopters
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
The World Wide Web
‘94 -’95 ‘96 -’98 ’99 -’00 ’00+
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
‘94 -’95 ‘96 -’98 ’99 -’00 ’00+
$182 BILLION
$437 BILLION
The World Wide Web
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Recruiting
‘07-’10 ‘11 -’13 ’14 -’16 ’17+
Social Recruiting Hero
Head of Global Talent Acquisition, SABMiller
"I saw the opportunity in direct sourcing
through LinkedIn. I knew it was the future,
but had to move quickly to lock-in as many
gains as possible before the rest of the
world caught on."
Head of Global Talent Acquisition, SABMiller
"I've helped save SABMiller
about $7-10M annually by shifting
to direct sourcing and LinkedIn
Recruiter." Social Recruiting
Hero
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Selling
‘12-’14 ’18 -’19 ’20+ ‘15 ’16 -’17
Social Selling Index (SSI)
Create a professional brand
Find the right people
Engage with insights
Build strong relationships
SSI leaders create 45% more opportunities per
quarter than SSI laggards.
more opportunities
SSI leaders are 51% more likely to hit
quota than SSI laggards.
more likely to hit quota
Based on a global study LinkedIn ran in Q4 2013 of Q3 performance for reps focused on new business and reps focused on existing business. Respondents reported performance; they were matched to their LinkedIn profiles to understand their SSI.SSI leaders have an SSI > 70; SSI laggards have an SSI < 30
Why is Social Selling important?
Laggards
100 0 20 40 60 80
Social Selling Index (SSI)
Leaders
100 0 20 40 60 80
Social Selling Index (SSI)
28.5 2016
12.2 2012
100 0 20 40 60 80
Social Selling Index (SSI)
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
‘12-’14 ’18 -’19 ’20+ ‘15 ’16 -’17
28.5 2016
12.2 2012
29.9 NAMER
21.0 LATAM
24.9
APAC
28.3 EMEA
We can look at SSI by region
32.4 IRELAND
The average Ireland SSI has increased 18% over the last year
Source: LinkedIn Internal Data The charts above represents a regional view of SSI. Because the LinkedIn "Sales Definition" (who constitutes as a sales person) changes, we only display a time series view of SSI for members who were deemed as Sales Professionals back in January 2015. By doing this we are comparing apples to apples and are able to truly measure growth in SSI.
+18%
27.4 28.1 28.0
28.7
29.6 29.9 29.9 30.5
31.2 31.5
32.0
30.1
32.4
Source: LinkedIn Internal Data – January & December 2016
Some sectors are taking the lead in Social Selling
Growth in SSI January ’15 – Dec’15
=
Growth in SSI January ’15 – January’16
=
How can you seize the opportunity?
Measurement Education Executive Alignment
How can you seize the opportunity?
Measurement Education Executive Alignment
Social Selling Heroes
Executive Alignment Measurement Education
Social Selling Heroes
VP Global Sales Enablement and Programs, PTC
"IOT is new to the world and new to
us. Speed is king. We needed to
deploy social selling now. We
couldn't afford to wait six months."
VP Global Sales Enablement and Programs, PTC
"Our corporate strategy is enabling smart
connected products for competitive
differentiation. Our team personalized it to
get executive alignment - social selling is
smart connected reps for competitive
differentiation."
Executive Alignment
VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline." Executive Alignment
Executive Alignment Education
VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI
with Sales Navigator - measured in
either revenue attained or pipeline."
Senior Director, GCO Sales Tools and Technology, SAP
"Social selling is the biggest single
change to the SAP sales strategy
in the last 10 years by an order of
magnitude."
Education
Senior Director, GCO Sales Tools and Technology, SAP
"I was going to be either the hero or
villain. Someone has to take a risk to
make things happen."
Education
Senior Director, GCO Sales Tools and Technology, SAP
"You have to customize the training,
embed it in your overall training,
and make sure to focus on middle
managers."
Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just
learned of a half million dollar deal
in Asia Pacific where a prospect
reached out to our SAP rep through
LinkedIn."
Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just
learned of a half million dollar deal
in Asia Pacific where a prospect
reached out to our SAP rep through
LinkedIn."
Measurement
Senior Social Media Manager – EMEA, Symantec
“Measuring our social selling is
critical to justifying our ROI. SSI
is at the core of what we do.”
Senior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take."
Measurement
Measurement
Senior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable
intelligence. If you only provide data it is
just another number, it won’t change the
mindset. You have to tell teams what
specific actions to take." Executive Alignment Education
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Selling Heroes
Executive Alignment Measurement Education
“The tipping point is that magic moment when an idea, trend, or social behaviour crosses a
threshold, tips, and spreads like wildfire.”
M A L C O L M G L A D W E L L - T H E T I P P I N G P O I N T