Your SlideShare is downloading. ×
A Managed Approach to Delivering Sales Enablement for B2B Technology Vendors
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

A Managed Approach to Delivering Sales Enablement for B2B Technology Vendors

3,573

Published on

The Internet the Internet has changed the way customers interact with and buy from B2B technology vendors. Buyers need more than generic sales pitches, they expect sales people to understand their …

The Internet the Internet has changed the way customers interact with and buy from B2B technology vendors. Buyers need more than generic sales pitches, they expect sales people to understand their business, their needs and objectives. They want to understand how you’re going to help them achieve their objectives. Learn how a managed approach to delivering sales enablement helps increase sales productivity, improve operating efficiencies and deliver customer value.

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,573
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
94
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1.  Declare Communications Ltd
    A Managed Approach to DeliveringSales EnablementforB2B Technology Vendors
    Declare Communications
    www.declare.co.uk
    Clarissa Fernandez
    clarissa.fernandez@declare.co.uk
  • 2.  Declare Communications Ltd
    .... the Internet has changed the way customers interact with and buy from B2B technology vendors.
    .... buyers need more than generic sales pitches, they expect sales people to understand their business, their needs and objectives. They want to understand how you’re going to help them achieve their objectives.
  • 3.  Declare Communications Ltd
    Let’s look at the factors driving the needto deliver more effective sales enablement
  • 4. Current Landscape
     Declare Communications Ltd
    Average cost of sales outstripping average revenue growth as vendors are being forced to pursue new growth opportunities from new markets
     Declare Communications Ltd
  • 5. Current Landscape
     Declare Communications Ltd
    Vendors need to control operating costs without eroding revenue growth
     Declare Communications Ltd
  • 6. Current Landscape
     Declare Communications Ltd
    Informed, budget conscious B2B technology buyers are looking for advice, best practice, reference points and tangible business impacts ahead of product pitches or standalone solutions
     Declare Communications Ltd
  • 7. Current Landscape
     Declare Communications Ltd
    Buyers disappointed with vendors’ sales engagement
    Almost 60% indicate that sales people are poorly prepared for meetings / engagements(Source: IDC)
     Declare Communications Ltd
  • 8. Current Landscape
     Declare Communications Ltd
    On average, 50% of sales people are missing quota(Source: IDC)
     Declare Communications Ltd
  • 9. Current Landscape
     Declare Communications Ltd
    Over 65% of vendor switching is due to sales relationship problems(Source: IDC)
     Declare Communications Ltd
  • 10. Current Landscape
     Declare Communications Ltd
    Vendors expect to quantify returns from their investments in CRM, sales automation & sales enablement systems
     Declare Communications Ltd
  • 11. Current Landscape
     Declare Communications Ltd
    Sales leaders are under pressure to improve the productivity of their sales organisations in terms of sales effectiveness and sales efficiency
     Declare Communications Ltd
  • 12.  Declare Communications Ltd
    So, how can these issues be addressed?
    It’s time for a rethink ....
  • 13. Time for a Rethink
    If the average cost of engaging with customers as a percentage of revenue is not only outstripping revenue growth but also eroding profit margins, how can vendors enable their customer-facing teams to ...
     Declare Communications Ltd
     Declare Communications Ltd
  • 14. Time for a Rethink
     Declare Communications Ltd
    Become more insightful & responsive to the current needs and expectations of their customers?
     Declare Communications Ltd
  • 15. Time for a Rethink
     Declare Communications Ltd
    Increase their productivity & output?
     Declare Communications Ltd
  • 16. Time for a Rethink
     Declare Communications Ltd
    Deliver customer value in line with their company’s capabilities and offerings?
     Declare Communications Ltd
  • 17. Time for a Rethink
     Declare Communications Ltd
    Extend their capabilities beyond ‘product sellers’ or ‘order takers’ to become ‘trusted advisors’ or ‘partners’ and sit alongside their customers throughout the buying process?
     Declare Communications Ltd
  • 18. Time for a Rethink
     Declare Communications Ltd
    Step up to meet the needs of new growth opportunities afforded by entering new markets with new product offerings?
     Declare Communications Ltd
  • 19. The Need for a Managed Approach
     Declare Communications Ltd
    To redress the balance between the investment in selling and revenue growth, B2B technology vendors are making the transition from ad-hoc, random, fragmented product and sales trainingtoamanaged sales enablement approach where the start point is solving the customer’s problem rather than selling the company’s products or solutions.
     Declare Communications Ltd
  • 20.  Declare Communications Ltd
    I understand all that ....
    but where does Declare come in?
  • 21. Declare & Sales Enablement
     Declare Communications Ltd
    Declare’smanaged approach to sales enablement helps B2B technology vendors equip customer-facing employees and partners with the ability to engage in valuable customer interactions aimed at solving customer problems consistently and systematically at each stage of the buying cycle.
     Declare Communications Ltd
  • 22.  Declare Communications Ltd
    Hmm ..... this sounds like it could be interesting.
    But how does Declare deliver a ‘managed approach’ to sales enablement?
    I’d like to understand more ...
  • 23.  Declare Communications Ltd
    Introducing MASTERS
    Managed Approach to Sales Training,
    Enablement & Readiness
  • 24.  Declare Communications Ltd
    Executing Business Strategies in the Field
    With a focus on customers, MASTERS is an integrated services approachto the development and delivery of sales enablement programmes for B2B technology vendors that connects business strategy with sales execution.
  • 25.  Declare Communications Ltd
    Focus on Customers
    CUSTOMERS
    Expectations, Needs, Objectives, Results
    Interaction
    Perception
    Awareness
    Experience
    Satisfaction
    Relationship
    Value
  • 26.  Declare Communications Ltd
    Focus on Customers
    CUSTOMERS
    Expectations, Needs, Objectives, Results
    Interaction
    Perception
    Awareness
    Experience
    Satisfaction
    Relationship
    Value
    Sales Organisation
    Business Priorities, Desired Outcomes
    Assets
    Processes
    Methodologies
    Tools
    Knowledge
    Content
    Systems
  • 27.  Declare Communications Ltd
    Focus on Customers
    CUSTOMERS
    Expectations, Needs, Objectives, Results
    Interaction
    Perception
    Awareness
    Experience
    Satisfaction
    Relationship
    Value
    Sales Organisation
    Business Priorities, Desired Outcomes
    Assets
    Processes
    Methodologies
    Tools
    Knowledge
    Content
    Systems
    Stakeholder Functions
    X-function, Collaboration, Orchestration
    Corporate
    Marketing
    Operations
    Talent Management
    Product Management
    IT
    Service & Support
  • 28.  Declare Communications Ltd
    Focus on Customers
    CUSTOMERS
    Expectations, Needs, Objectives, Results
    Interaction
    Perception
    Awareness
    Experience
    Satisfaction
    Relationship
    Value
    Sales Organisation
    Business Priorities, Desired Outcomes
    Assets
    Processes
    Methodologies
    Tools
    Knowledge
    Content
    Systems
    Stakeholder Functions
    X-function, Collaboration, Orchestration
    Corporate
    Marketing
    Operations
    Talent Management
    Product Management
    IT
    Service & Support
    MASTERS
    Develop
    Programme
    Outcomes &
    Reporting
    Assess
    Needs
    Content &
    Communication
    Metrics &
    Scorecard
    Rollout
    Continuous Reinforcement & Refresh
  • 29.  Declare Communications Ltd
    OK I get it!
    Declare offers a managed approach to sales enablement delivered through a combination of consulting, programme development and implementation services.
    Spot on!
  • 30.  Declare Communications Ltd
    But without content, sales enablement is still just product and sales training isn’t it?
    You’re right – and that’s why we’ve built out what we call the Sales Enablement Content Model. This draws on content from right across your business and brings it together in a way that’s right for your customer-facing teams.
  • 31.  Declare Communications Ltd
     Declare Communications Ltd
    Sales Enablement Content Model
    Comprehensive,co-ordinated, current content delivering a ‘consistent voice of customer value’ to the field at each stage of the buying cycle
  • 32. Sales Enablement Content Model
     Declare Communications Ltd
    Draw on content from across the business
    Assess value, relevance & currency
    Develop new or re-purposed content as needed
    Determine optimum format, delivery & communication methods
    Align content to buying process
     Declare Communications Ltd
  • 33.  Declare Communications Ltd
    Right, I get the picture.
    But how do you communicate all this content to sales people?
    What are the points I need to consider?
    What’s the best approach?
  • 34.  Declare Communications Ltd
    Communications Approach
    Understand & use the language of sales
    Avoid randomising the field
    Focus on quality vs quantity
    Personalised to meet individual needs; roles, industry sectors, territories
    Reflect local market requirements
    Make content held in sales portals or content management systems more appealing, valuable & easily accessible
    Draw on integrated, digital communications techniques
    Recognise that sales enablement is not enterprise content management
    Stimulate interest & demand for sales enablement programmes by being:
    Relevant
    Timely
    Valuable
  • 35.  Declare Communications Ltd
    These are all really useful pointers.
    This is really making me think about how we’re currently managing and delivering our sales enablement – not just for our own sales people but for our partners too.
    Another question.....
  • 36.  Declare Communications Ltd
    We have to make sure we get our sales people and partners up and running from the minute they join us in whatever role or sector they’re in. Can the Declare MASTERS approach help?
    No problem. Let us show you ....
  • 37.  Declare Communications Ltd
    3 Integrated Delivery Elements
    Drive behaviour, actions & outcomes
    Meeting individual & role needs
    Onboarding
    New to company
    New to role
    New to team / division / region
    Blended self-service, online, & instructor-led delivery
  • 38.  Declare Communications Ltd
    3 Integrated Delivery Elements
    Drive behaviour, actions & outcomes
    Meeting individual & role needs
    Onboarding
    In Role
    New to company
    New to role
    New to team / division / region
    Role-based
    Tenure
    Experience
    Skillsets
    Local market needs
    Customer segments
    Blended self-service, online, & instructor-led delivery
  • 39.  Declare Communications Ltd
    3 Integrated Delivery Elements
    Drive behaviour, actions & outcomes
    Meeting individual & role needs
    Onboarding
    In Role
    Reinforcement
    New to company
    New to role
    New to team / division / region
    Role-based
    Tenure
    Experience
    Skillsets
    Local market needs
    Customer segments
    Application
    Knowledge sharing
    Networking
    Community building
    Refresh
    Coaching
    Blended self-service, online, & instructor-led delivery
  • 40.  Declare Communications Ltd
    So what Declare offers is a complete consultative approach by taking what we need to do strategically with our customer-facing teams and turning this into the practical delivery of sales enablement programmes.
    Right!
  • 41.  Declare Communications Ltd
    .... but how would you define the value of a managed approach to sales enablement?
  • 42. The Value of a Managed Approach
     Declare Communications Ltd
    Enhances sales ability to meet buyers’ needs & expectations
    Aligns sales enablement to business strategies & sales priorities
    Integrates with Go-to-Market strategies
    Aligns marketing activities, process & output to sales process & needs
    Optimises resources, content & tools
    Increases the impact & relevance of messaging & value propositions
    Improves sales access to knowledge & information; internally & externally
    Ensures sales methodologies, processes & systems are consistently applied
    Drives sales team communications & collaboration
    Builds on best practices
    Increases sales productivity ..... over time!
     Declare Communications Ltd
  • 43.  Declare Communications Ltd
    Also Addresses Operational Issues
    Ability to deliver consistent customer value
    Customer satisfaction (NPS)
    Applying capabilities to customer needs
    Sales & marketing alignment
    Cost & operating efficiencies
    Employee motivation, knowledge retention, satisfaction
    Internal communications
    Collaboration & teamwork
    Community building, social networking
    Applying systems, tools, processes
  • 44. MASTERS – A Platform for Growth
    Business Outcomes
    Revenue growth
    Customer satisfaction
    Sales performance
    Customer-facing Teams
    Sales Enablement
    Alignment
    Right content, right person,
    right time, right format
     Declare Communications Ltd
    Priorities, needs
  • 45.  Declare Communications Ltd
    So in value terms, through our managed approach to sales enablement, we’re working to help our clients achieve 3 things ...
    Sales productivity
    Operating efficiencies
    Ability to demonstrate & communicate customer value
    Achieve these and returns on investment in the selling system and revenue growth will follow.
  • 46.  Declare Communications Ltd
    Sounds like a sound approach and makes good business sense.
    But where’s the proof?
  • 47.  Declare Communications Ltd
    Read full case study - http://www.declare.co.uk/sales-alignment-and-enablement/
    “Declare recognises that it takes a whole team to ensure an excellent customer experience. They were a great partner in our efforts at Microsoft to provide targeted sales enablement for our enterprise sales people globally.”Global Director World Class Selling
    “Declare are professional business leaders with a great track record of transformational success from their time in the IT industry. If you are looking for fresh ideas to re-energise your business, getting the most of your sales people, with clear focus and goals, Declare is a company who can help you achieve this.”Business Manager, Enterprise & Partner Group
    “The success of Declare’s MASTERS approach to sales enablement in the UK led to the Declare team working in other EMEA countries for Microsoft.”Sales Excellence & Operations Lead, Enterprise & Partner Group
     Declare Communications Ltd
  • 48.  Declare Communications Ltd
    Read full case study - http://www.declare.co.uk/building-a-customer-ready-business/
    “Declare invests significant time in appreciating all aspects of the company’s offerings, culture, key sales messages, customer expectations, competitors, USPs, and value propositions. They design and execute extremely professional and effective Sales Enablement programmes that deliver (in all cases) improved staff morale, focused and clear sales methodologies, improved ‘solution-sell’ attitude, and an ongoing sales enablement model that ensures sales success and staff retainment.”Executive Vice President EMEA
    “Declare combines a deep understanding of technology with an inspirational capability through their communication skills to drive and bring value in a company.”Sales Director EMEA
  • 49.  Declare Communications Ltd
    I’m liking this.
    One more thing – who are Declare?
  • 50.  Declare Communications Ltd
    About Declare
    • IT industry professionals providing demand generation, sales enablement, communications & contentand customer reference services to B2B technology vendors
    • 51. Experienced, passionate people with the necessary business expertisecoupled with sales & marketing skillsto bring value to clients
    • 52. Join us online at:
    • 53. Declare Blog
    • 54. LinkedIn
    • 55. @Declare_Comms
  •  Declare Communications Ltd
    MASTERS in Action
    Take a look ... watch the video

×