Sales Enablement Approach

 Declare Communications Ltd
A Managed Approach to DeliveringSales EnablementforB2B Technology Vendors
Declare Communications
www.declare.co.uk
DonFernandez
don.fernandez@declare.co.uk

.... 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.

Let’s look at the factors driving the needto deliver more effective sales enablement

Current Landscape
Average cost of sales outstripping average revenue growth as vendors are being forced to pursue new growth opportunities from new markets

Current Landscape
Vendors need to control operating costs without eroding revenue growth

Current Landscape
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

Current Landscape
Buyers disappointed with vendors’ sales engagement
Almost 60% indicate that sales people are poorly prepared for meetings / engagements(Source: IDC)

Current Landscape
On average, 50% of sales people are missing quota(Source: IDC)

Current Landscape
Over 65% of vendor switching is due to sales relationship problems(Source: IDC)

Current Landscape
Vendors expect to quantify returns from their investments in CRM, sales automation & sales enablement systems

Current Landscape
Sales leaders are under pressure to improve the productivity of their sales organisations in terms of sales effectiveness and sales efficiency

So, how can these issues be addressed?
It’s time for a rethink ....

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 ...

Time for a Rethink
Become more insightful & responsive to the current needs and expectations of their customers?

Time for a Rethink
Increase their productivity & output?

Time for a Rethink
Deliver customer value in line with their company’s capabilities and offerings?

Time for a Rethink
Extend their capabilities beyond ‘product sellers’ or ‘order takers’ to become ‘trusted advisors’ or ‘partners’ and sit alongside their customers throughout the buying process?

Time for a Rethink
Step up to meet the needs of new growth opportunities afforded by entering new markets with new product offerings?

The Need for a Managed Approach
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.

I understand all that ....
but where does Declare come in?

Declare & Sales Enablement
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.

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 ...

Introducing MASTERS
Managed Approach to Sales Training,
Enablement & Readiness

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.

Focus on Customers
CUSTOMERS
Expectations, Needs, Objectives, Results
Interaction
Perception
Awareness
Experience
Satisfaction
Relationship
Value

Focus on Customers
CUSTOMERS
Interaction
Perception
Awareness
Experience
Satisfaction
Relationship
Value
Sales Organisation
Business Priorities, Desired Outcomes
Assets
Processes
Methodologies
Tools
Knowledge
Content
Systems

Focus on Customers
CUSTOMERS
Interaction
Perception
Awareness
Experience
Satisfaction
Relationship
Value
Sales Organisation
Assets
Processes
Methodologies
Tools
Knowledge
Content
Systems
Stakeholder Functions
X-function, Collaboration, Orchestration
Corporate
Marketing
Operations
Talent Management
Product Management
IT
Service & Support

Focus on Customers
CUSTOMERS
Interaction
Perception
Awareness
Experience
Satisfaction
Relationship
Value
Sales Organisation
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

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!

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.

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

Sales Enablement Content Model
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

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?

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

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.....

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 ....

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

Onboarding
In Role
New to company
New to role
Role-based
Tenure
Experience
Skillsets
Local market needs
Customer segments

Onboarding
In Role
Reinforcement
New to company
New to role
Role-based
Tenure
Experience
Skillsets
Local market needs
Customer segments
Application
Knowledge sharing
Networking
Community building
Refresh
Coaching

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!

.... but how would you define the value of a managed approach to sales enablement?

The Value of a Managed Approach
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!

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

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
Priorities, needs

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.

Sounds like a sound approach and makes good business sense.
But where’s the proof?

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

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

I’m liking this.
One more thing – who are Declare?

About Declare
IT industry professionals providing demand generation, sales enablement, communications & contentand customer reference services to B2B technology vendors
Experienced, passionate people with the necessary business expertisecoupled with sales & marketing skillsto bring value to clients
Join us online at:
Declare Blog
LinkedIn
@Declare_Comms

MASTERS in Action
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Sales Enablement Approach

by DonF on May 23, 2011

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