Maximize Sales Effectiveness: Increase Productivity to Transform Results

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Conquering the ever changing world of B2B buying is challenging. As the landscape changes sales leaders must learn how to adapt their processes to ensure sales teams are successful. This presentation features sales enablement experts from SiriusDecisions and Motorola who outline how you can drive sales productivity. Learn how to:

- How the changing buying cycle has impacted sales productivity.
- How to measure sales productivity.
- Key assets sales teams need to accelerate the buying cycle.

Watch the webcast here: http://bit.ly/1c1x1z1

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Maximize Sales Effectiveness: Increase Productivity to Transform Results

  1. 1. Maximize Sales Effectiveness:Increase Productivity to Transform ResultsJune 19, 2013
  2. 2. Today’s PresentersDiana WeigandDirector of Global, Sales EnablementMotorola SolutionsEmail: diana.weigand@motorolasolutions.comJim NinivaggiService Director, Sales Enablement StrategySiriusDecisionsTwitter: @JNinivaggi#SalesEnablement
  3. 3. Agenda• Industry Outlook: SiriusDecisons• Conquering the Ever-Changing World of B2B Buying• Case Study: Motorola Solutions – Sales Transformation• Q&A#SalesEnablement
  4. 4. Lead 2 Money
  5. 5. Conquering the Ever-Changing Worldof B-to-B BuyingJim NinivaggiService Director, Sales Enablement Strategies@jninivaggi
  6. 6. © Copyright SiriusDecisions.All Rights Protected and Reserved.Executive Summary• Key issues– A different, more self-guided buyer’s journey is compressing valuable sellingtime– These changes are impacting overall sales productivity– Salespeople face greater challenges than ever getting in the door• What you will walk away with– Findings from our 2013 study on sales challenges– Recommendations on how b-to-b sales organizations can better measurethe productivity of their reps– What activities are executed and what content by reps at each stage in thebuyer’s journey6#SalesEnablement
  7. 7. © Copyright SiriusDecisions.All Rights Protected and Reserved.2013 Sales Panel: The DemographicsSiriusPerspective: A panel that sells complex offerings wasevaluated to determine how the buyer’s journey is impacting sales.7TitleRegionNA61%EMEA16%APAC23%23%25%16%20%16% Between $51 millionand $250 millionBetween $251 millionand $500 millionBetween $501 millionand $1 billionBetween $1.1 billionand $5 billionMore than $5 billionAnnual Revenue19%26%16%9%5%18%7%GeographicalsalespersonNational accountmanagerGlobal accountmanagerInside salespersonChannel salespersonFirst-line salesmanagerASP: $60K+Sales Cycle: 6-15 MonthsTenure: 11+ Years#SalesEnablement
  8. 8. © Copyright SiriusDecisions.All Rights Protected and Reserved.Sales Cycle ChangesSiriusPerspective: Most salespeople believe that the biggest change intheir sales cycle is the difficulty they face in getting the buyer’s attention.81. Buyers are more informed• Access to Content• Peer Network• Access to Data2. Buyers need more (and earlier) ROI• Reason to Change• Peer Examples• Executive Support3. Buyers are less likely to engage earlier• Self Service• Network Introduction• Events Not WorkingHow Has Your Sales Cycle Changed in the Last Three Years?#SalesEnablement
  9. 9. © Copyright SiriusDecisions.All Rights Protected and Reserved.Poll – Sales Effectiveness Challenges9What is a Sales Rep’s Greatest Inhibitor to SalesEffectiveness?Inability to communicate a value messageLack of Subject matter expertise of industry or solutionInsufficient leadsToo many product/offerings to knowSales skill gaps#5#1#3#5#SalesEnablement
  10. 10. © Copyright SiriusDecisions.All Rights Protected and Reserved.Sales Effectiveness ChallengesSiriusPerspective: Salespeople believe their biggest challenge is theirability to communicate value effectively in a compressed sales cycle.10Inability to communicate a value messageSubject matter expertise of industry or solutionInsufficient leadsToo many product/offerings to knowSales skill gaps#5#1#2#3#4#5Greatest Inhibitors to Sales Effectiveness#SalesEnablement
  11. 11. © Copyright SiriusDecisions.All Rights Protected and Reserved.The SiriusDecisions Buying CycleLooseningof theStatus QuoCommittingto ChangeExploringPossibleSolutionsCommittingto a SolutionJustifyingtheDecisionMaking theSelection1. 2. 3. 4. 5. 6.SolutionEducation Vendor Selection11#SalesEnablement
  12. 12. © Copyright SiriusDecisions.All Rights Protected and Reserved.The View From Sales: ChallengeSiriusPerspective: Salespeople say CXOs have researched their solutionsand positioned them in their minds before they ever meet.12Looseningof theStatus QuoCommittingto Change1. 2.Education1. More difficult to get their attentionthan ever before.2. Buyers do more Web research.3. Thought leadership or subjectmatter expertise are the best shot.4. Reps have stopped focusing timehere.Loosening ofthe StatusQuoCommitting toChange1. 2.Education1. More difficult to get their attention thanever before.2. Buyers do more Web research.3. Thought leadership or subject matterexpertise are the best shot.4. Reps have stopped focusing time here.#SalesEnablement
  13. 13. © Copyright SiriusDecisions.All Rights Protected and Reserved.The View From Sales: ChallengeSiriusPerspective: Salespeople say CXOs have researched their solutionsand positioned them in their minds before they ever meet.13ExploringPossibleSolutionsCommittingto a Solution3. 4.Solution1. Buyers seemed to already havepositioned the offering.2. Peer interaction has typicallyoccurred in this stage.3. ROI is important but must be highlycustomized.4. Reference marketing is critical here.Looseningof theStatus QuoCommittingto Change1. 2.Education1. More difficult to get their attentionthan ever before.2. Buyers do more Web research.3. Thought leadership or subjectmatter expertise are the best shot.4. Reps have stopped focusing timehere.ExploringPossibleSolutionsCommittingto a Solution3. 4.1. Buyers seemed to already havepositioned the offering.2. Peer interaction has typicallyoccurred in this stage.3. ROI is important but must be highlycustomized.4. Reference marketing is critical.#SalesEnablement
  14. 14. © Copyright SiriusDecisions.All Rights Protected and Reserved.The View From Sales: ChallengeSiriusPerspective: Salespeople say CXOs have researched their solutionsand positioned them in their minds before they ever meet.14JustifyingtheDecisionMaking theSelection5. 6.Vendor Selection1. Buyers have more competitiveinformation.2. Buyers connect more with their peersin this stage.3. Industry analyst dialogue occurs here.4. More people are involved in thedecision process than ever before.ExploringPossibleSolutionsCommittingto a Solution3. 4.Solution1. Buyers seemed to already havepositioned the offering2. Peer interaction has typicallyoccurred in this stage3. ROI is important but must be highlycustomized4. Reference marketing is criticalLooseningof theStatus QuoCommittingto Change1. 2.Education1. More difficult to get their attentionthan ever before.2. Buyers do more research on the Web.3. Thought leadership or subjectmatter expertise are the best shot.4. Reps have stopped focusing timehere.Justifyingthe DecisionMaking theSelection5. 6.Vendor Selection1. Buyers have more competitiveinformation.2. Buyers connect more with their peersin this stage.3. Industry analyst dialogue occurs.4. More people are involved in thedecision process than ever before.
  15. 15. © Copyright SiriusDecisions.All Rights Protected and Reserved.1. More difficult to get their attentionthen ever before.2. Buyers do more research the web.3. Thought leadership or subjectmatter expertise are my best shot.4. I have stopped focusing my timehere.Where Selling BeginsSiriusPerspective: The majority of salespeople indicate that the start oftheir sales process does not include the top third of the buying process.15JustifyingtheDecisionMaking theSelection5. 6.Vendor SelectionExploringPossibleSolutionsCommittingto a Solution3. 4.SolutionLooseningof theStatus QuoCommittingto Change1. 2.EducationX“I now primarilyengage when thebuyer is exploring apossible solution.”#SalesEnablement
  16. 16. © Copyright SiriusDecisions.All Rights Protected and Reserved.1. More difficult to get their attentionthen ever before.2. Buyers do more research the web.3. Thought leadership or subjectmatter expertise are my best shot.4. I have stopped focusing my timehere.Where Selling BeginsSiriusPerspective: The majority of salespeople indicate that the start oftheir sales process does not include the top third of the buying process.16JustifyingtheDecisionMaking theSelection5. 6.Vendor SelectionExploringPossibleSolutionsCommittingto a Solution3. 4.SolutionLooseningof theStatus QuoCommittingto Change1. 2.“Unless I candemonstrate uniqueexpertise quicklyaround theirrequirements.” X#SalesEnablement
  17. 17. © Copyright SiriusDecisions.All Rights Protected and Reserved.Align Your Resources Around ProductivitySiriusPerspective: Time is the most valuable resource a rep has to spend;it’s everyone’s job to ensure that time is spent maximizing output.17Effectiveness (quality and results)Efficiency(capacity)Yield PerRep Per Hour
  18. 18. © Copyright SiriusDecisions.All Rights Protected and Reserved.Mapping Sales ProductivitySiriusPerspective: Categorizing how reps spend their time shinesa light on inefficiency and lost productivity.18CoreSellingActivitiesNon-CoreActivitiesInternal Direct Engagement(expense reports, travel)MINIMIZE(customer service calls)LEVERAGE/DELEGATE(research, proposals)STREAMLINE(prospecting, sales calls)MAXIMIZE#SalesEnablement
  19. 19. © Copyright SiriusDecisions.All Rights Protected and Reserved.Sales Favored Actions/AssetsSiriusPerspective: Salespeople want ready access to the assets thatsupport their key activities to improve productivity.19Buyer’s JourneyEducation Solution Vendor SelectionSalesValueHighLowThoughtLeadershipMarketingLeadsIndustryContentEventInviteEmailIntro DemoValueDemonstrationSMEAccessCompetitiveReviewSalesIntroEventInvite ExecValueDemonstrationSMEAccessCompetitiveReviewExecBriefingReference EventInvite#SalesEnablement
  20. 20. © Copyright SiriusDecisions.All Rights Protected and Reserved.What Are Reps Asking For?SiriusPerspective: Higher-quality leads, pipeline acceleration, sales-driven programs and industry content lead the sales wish list.20Programs I Want2%9%10%11%28%40%OtherAccount based marketing programsMore leadsPrograms I can launch myselfPipeline Acceleration ProgramsBetter Leads Type ValueIndustry 4ThoughtLeadership3Solution 3ROI 2Product 1Content I Value#SalesEnablement
  21. 21. Sales TransformationDiana WeigandDirector Global Sales Enablement
  22. 22. 22TO BE THE LEADING GLOBAL PROVIDEROF MISSION-CRITICAL COMMUNICATIONS FORGOVERNMENT AND ENTERPRISE CUSTOMERSGOVERNMENT ENTERPRISEReplace with Asia retail imageMOTOROLA SOLUTIONSVISION
  23. 23. PAGE 23BUILDING ON A RICH85-YEAR HISTORY OF FIRSTSFirst FM portabletwo-way radio1943First words fromthe moon relayedby Motorolatransponder1969First portablecellular systemand phonedemonstration1973First digitalencryption fortwo-way radionetworks1977Started thePDA market1986First commercialspread spectrumWLAN1990First laser-scannabletwo-dimensionalbarcode1991First 700MHzpublic safetywideband highspeed datafield trial2000First wirelessswitchednetworkingarchitecture2002Industry-leadingsubscriberdesigns:APX, TETRAATEX, Covert2009First U.S.statewide publicsafety privatebroadband LTEsystem2011Firsthandheldlaserbarcodescanner1980 2008First P25 ISSImulti-vendorinteroperabilityMotorolacar radioCompany’sfirst publicsafety radiosales1930First narrowbanddigital public safetyradio system1991Smart badgetechnology2012First handheldpublic safetyLTE device2012
  24. 24. HEALTHCARE& EDUCATIONENERGY &UTILITIESRETAIL &HOSPITALITYTRANSPORTATION& LOGISTICSMANUFACTURING& FIELD MOBILITYGOVERNMENTPAGE 24DIVERSE CUSTOMER BASETRANSPORTATION& LOGISTICSMANUFACTURING& FIELD MOBILITYGOVERNMENTSUPPORTED BY ~1,700 DIRECT SALES PEOPLE AND~20,000 INDIRECT CHANNEL PARTNERS
  25. 25. PAGE 25OUR PROMISE
  26. 26. PAGE 26
  27. 27. PAGE 27PRIMARY R&D IN 6 COUNTRIESMANUFACTURING IN 3 COUNTRIESSCALE & GLOBALPRESENCE22,000 EMPLOYEES IN 65 COUNTRIESSALES IN OVER 100 COUNTRIESMALAYSIAMEXICOINDIACHINAPRIMARY R&D CENTERS MANUFACTURINGISRAELPOLANDUNITEDSTATES
  28. 28. PAGE 28CUSTOMERFOCUSLEADS TO…WORLD-CLASS INNOVATION
  29. 29. ENABLING SALESPAGE 29#SalesEnablement
  30. 30. ConsistentApproachCompellingStoryCoordinatedToolsSales TransformationENABLING SALES#SalesEnablement
  31. 31. ALIGNING AROUND OURCUSTOMERS BUYING PROCESSPAGE 31Simplify & AlignTools/EnvironmentTo How We SellAdapt Knowledge&Message for SellingGovern
  32. 32. DRIVING BETTER SALESCONVERSATIONS#SalesEnablement
  33. 33. THE SECRET SAUCE…PAGE 33ONE SOURCEDEDICATED ACROSSCOMPANY FORSALESSTRUCTUREDKNOWLEDGE SPACEINTEGRATED WITHENTERPRISECOLLABORATIONROLE, PROFILEBASEDALIGNED TO OURSALES WAY#SalesEnablement
  34. 34. IT TAKES A VILLAGE…PAGE 34REGIONREGIONREGIONSTRATEGY MARKETING PRODUCTGROUPSERVICES LEARNINGFUNCTIONS
  35. 35. • Engage• Design• PrepareKNOWLEDGEENGAGEMENT•Sustain/Maintain•Scorecard Review•Publisher/UserFeedback / Metrics•Action PlansKNOWLEDGEMANAGEMENT•Functionality requests•Integrations•User Feedback/ Metrics•EnhancementsPLATFORMMANAGEMENTESTABLISHING RIGOR#SalesEnablement
  36. 36. ALIGNING STRATEGY,CULTURE & EXECUTIONPAGE 36#SalesEnablement
  37. 37. ONELOCATIONFEEDBACKDEPLOYNEWCONTENTSHAREKNOWLEDGEAPPLYING CHANGEPRACTICES TO DEPLOYMENTSTRATEGYAwarenessContactCommitmentLevel ofAdoptionTimeUnderstandingAcceptanceONEPROCESSTRADITIONALSELLINGLEVERAGINGINSIGHTS,PERSONABASED MESSAGING
  38. 38. PAGE 3875%of searches focus onProduct11%of searches focus onContent TypeASSOCIATEto what sellers are searching for andlead behavioral shift to solution seller &trusted advisor3%of searches focus onSolutions, Customer InsightsMEASURING THE SALESASSOCIATES EVOLUTIONTOP ACCESSED KNOWLEDGE1. Solutions Presentations2. Product Presentations3. Customer Concepts/Insights
  39. 39. THE CONTINUOUSIMPROVEMENT CYCLEPAGE 39MOBILITYSALESMANAGERACQUISITIONSCOLLABORATIONEVOLVINGKNOWLEDGEENHANCEDPLAYBOOK#SalesEnablement
  40. 40. Q&A#SalesEnablement
  41. 41. Learn More & Get Started!Recommended Reading:• 50 Hours• 2013 Summit Through a Sales Enablement Lens• Calculating Sales Enablement’s Impact on ProfitableRevenue GenerationAdditional Questions?Contact us at 1-866-812-5244 or email us atinfo@calliduscloud.com#SalesEnablementGiles HouseSVP & Chief Marketing OfficerCallidusCloudTwitter: @HouseGilesEmail: ghouse@calliduscloud.comDiana WeigandDirector of Global,Sales EnablementMotorola SolutionsEmail: diana.weigand@motorolasolutions.comJim NinivaggiService Director,Sales Enablement StrategySiriusDecisionsTwitter: @JNinivaggi

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