Sales Enablement & Sales Tools
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Sales Enablement & Sales Tools

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A how to approach to programs, tools and process to help accelerate sales enablement. One of you more important B2B marketing functions, Sales Enablement. How learn more about modeling it and best ...

A how to approach to programs, tools and process to help accelerate sales enablement. One of you more important B2B marketing functions, Sales Enablement. How learn more about modeling it and best practices to achieve it.

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  • DID YOU KNOW... Business customers are accessing more information online than ever before.  And, they are using this to inform their buying decisions. A white paper from Enquiro revealed that over 70% of B2B (business to business) buyers use a search engine at the start of their buying process, and 75% of B2B prospects click on organic results. Is this your current situation?  Are you getting the web traffic you need, so you can be successful?   DID YOU KNOW... In a recent survey, 95% of people said they either 'agree' (49%) or 'strongly agree' (46%) that they are looking for 'Access to Thought Leadership and Info I Couldn't Get Elsewhere' ... when they are going to a website or online community.
  • DID YOU KNOW... Business customers are accessing more information online than ever before.  And, they are using this to inform their buying decisions. A white paper from Enquiro revealed that over 70% of B2B (business to business) buyers use a search engine at the start of their buying process, and 75% of B2B prospects click on organic results. Is this your current situation?  Are you getting the web traffic you need, so you can be successful?   DID YOU KNOW... In a recent survey, 95% of people said they either 'agree' (49%) or 'strongly agree' (46%) that they are looking for 'Access to Thought Leadership and Info I Couldn't Get Elsewhere' ... when they are going to a website or online community.
  • SO you basically want to answer the question “how can you support the marketing process?”This is where an enterprise marketing platform comes in. The idea is that the seamless connection between people, process and content leads to premium execution.

Sales Enablement & Sales Tools Sales Enablement & Sales Tools Presentation Transcript

  • 1Wave Marketing Group © 2013 | All Rights Reserved www.gowavemarketing.com Builds momentum. Sales Enablement & Sales Tools
  • 2Wave Marketing Group © 2013 | All Rights Reserved MARKETING SALES How does marketing drive revenue? *Rank those five in order of importance; 1=most important Branding Product positioning Product positioning Sales enablement Demand generation Branding Inbound strategies Demand generation Sales enablement Inbound strategies Why prospects choose you? Pick one of four choices 53% Product quality 45% Product quality 27% Brand reputation 22% Sales interactions 10% Sales interactions 16% Brand reputation 8% Pricing 14% Pricing Marketing Said, Sales Said
  • 3Wave Marketing Group © 2013 | All Rights Reserved Customer Said, Field Interactions Rank #1 Corporate Executive Board Survey, Customers revealed field interactions ranked higher than price, brand, product quality when it comes to influencing the buying decisions and loyalty.
  • 4Wave Marketing Group © 2013 | All Rights Reserved The New Buyer Buyer-Seller-Marketing Dynamic Has Changed Finding An Opportunity • Sellers no longer finds buyer, and willingness to be sold to is almost zero. • Diagnosing a customer problem is not what customers are looking for, they know their problem, they are seeking insights. How Customers Search • Vast majority of buying starts with a Google search, and the new buyers have vast information at their fingertips • Buyers seek social media, especially success stories and recommendations. Preparing Sales Teams • B2B sales management are improved and becoming well organized and managed: Sales Force Automation Systems, Sales Processes, Sales Soft Skill Training, and People Development, Sales Kits • Mapping Value Proposition to Needs still remains the biggest challenge. “The best reps win the battle not by “discovering” what customers already know they need, but by teaching them a new way of thinking altogether.” “Greater than 60% of the decision… before a customer speaks with a vendor”
  • 5Wave Marketing Group © 2013 | All Rights Reserved SalesAndMarketing.com, 2012, based on CEB Challenger Sales Business customers are accessing more information online than ever before. Enquiro study revealed that over 70% of B2B (business to business) buyers use a search engine at the start of their buying process. In a recent survey, 95% of business buyers are looking for Access to Thought Leadership and Info I Couldn't Get Elsewhere. The New Buyer – The Ah Moment
  • 6Wave Marketing Group © 2013 | All Rights Reserved Sales Enablement Gap The big challenge still remains. Marketing needs to help address the selling and buying gap of understanding the unique value. • Insights • Business Value • Differentiation A shift towards insights, ideas and thought leadership
  • 7Wave Marketing Group © 2013 | All Rights Reserved Targeted Marketing And Launches Drive Opportunities Sales And Customer Success Reinforces Value Proposition Driving Additional Opportunities Awareness Interest Belief Acquisition Reforce Sales Enablement & The Classic Customer Funnel
  • 8Wave Marketing Group © 2013 | All Rights Reserved Poor Marketing–Sales Hand-off Too Much Focus On “Filling” The Funnel Sales Cycle Is Too Long Too Many Prospects Drop Out Awareness Interest Belief Acquisition Reforce Typical Gaps In The Funnel Actual Funnel Poor Intelligence To Adapt & Thrive
  • 9Wave Marketing Group © 2013 | All Rights Reserved Awareness Interest Name Engaged Prospect Lead Opportunity Close Customer Sales Nurturing Process (i.e. SFA) Marketing Nurturing Process Database Air Cover: Broad Social & Marketing Campaigns Detailed Sales Funnel And Supporting Marketing Steps Marketing & Sales Hand-Off
  • 10Wave Marketing Group © 2013 | All Rights Reserved Best Practice: Define Tools, Processes & Programs Awareness Interest Belief Acquisition Reinforcement Educate Prove Confirm Extend & Build Loyalty • White Papers • Business Value Modeling Tools • Sales Presentations • Brochures / Flyers / Business Value Profiles • Webinar Series • Case Studies • Business Case Presentation / Cost Justification Proposal • Demonstrations • Proof of Concept • Proposal Text • Statement of Work Document • Solution Performance Measurement • Voice of the Customer (VoC) Interviews • Case Study Development • Launch “Celebration”/ Recognition Initiate • Campaign Sites • Email / Leadgen Sites • Online Interactive Tools • Animations • Press Releases • Journal Articles • SEO, Print / Banner Advertising • Direct Marketing Campaigns Announcements Digital Presence Advertising Thought Leadership Sales Enablement Develop Prepare • Marketing Requirements Documents • Messaging & Positioning Documents • Marketing Plans & Calendars • PR/ Media Briefing Plans Messaging & Positioning Launch Plans Account Specific Validation & References Make It Easy
  • 11Wave Marketing Group © 2013 | All Rights Reserved The Reality A Customer Funnel MARKETING FUNNEL SALES FUNNEL SOCIAL MEDIA FUNNEL?
  • 12Wave Marketing Group © 2013 | All Rights Reserved Summary – A Shift In Sales Enablement To Customer Enablement The New Selling & Buying Dynamic
  • 13Wave Marketing Group © 2013 | All Rights Reserved The Reality A Customer Funnel Marketing, Social, and Sales MarketAnalysis& ProductOffering Messaging&Positioning CampaignPlanning AssetCreation Launch Awareness Interest Listen Engage GainTrust Name Engaged Prospect Lead Opportunity Close Customer Advocacy & Influence Support, Automate Monitor Moderate Recognize, Reward Loyalty Social Network Hand-Off Marketing & Sales Hand-Off Sales Nurturing Process (i.e. SFA) Marketing Database Social Media Driven Sales Funnel Driven 1 2 3
  • 14Wave Marketing Group © 2013 | All Rights Reserved Sales Quarterback To / Customer Coach Summary – A Shift In Sales Enablement To Customer Enablement The New Selling & Buying Dynamic “They call it coaching but it is teaching.” Vince Lombardi
  • 15Wave Marketing Group © 2013 | All Rights Reserved Combining Marketing, Selling & Social Processes Awareness Interest Belief Acquisition Reinforcement MarketAnalysis& ProductOffering Messaging&Positioning CampaignPlanning AssetCreation Launch Awareness Interest Listen Engage GainTrust Name Engaged Prospect Lead Opportunity Close Customer Advocacy & Influence Support, Automate Monitor Moderate Recognize, Reward Loyalty Social Network Hand-Off Marketing & Sales Hand-Off Develop Sales Nurturing Process (i.e. SFA) Marketing Database Social Media Driven Sales Funnel Driven
  • 16Wave Marketing Group © 2013 | All Rights Reserved Wave Marketing Content Through The Buying Cycle  Awareness 68% of marketers rate brand awareness as one of the most important organizational goals. A content strategy that bakes in awareness and curiosity about brand is a recipe for success.  Research The internet influences 61% of purchase decisions. Strong, search-friendly product or service-related content warms up audience trust and raises visibility throughout the buying cycle.  Options Buyers want options when making purchase decisions. Give content tailored around their needs, pain points, and questions, demonstrating why your offering is the best choice. Differentiation is critical.  Promotion Promotional Content can motivate prospects to take the next step, go deeper into the buying cycle. It should targeted to each buyer persona.  Step Backs Before your buyer makes a decision, they may put back and assess potential risks. It is important to build trust at the very beginning of the buying cycle with content that addresses those risks clearly.  Validation Buyers often want to substantiate what they know about your offering and its benefits. In fact, 70% of website visitors trust the opinions of unknown users when making a purchase decision. Testimonials can be a key factor in customer conversion.  Purchase Propel prospects into purchasers with easy to buy content. How do you help them make the purchase? Provide final proof points, POC or demonstrations to close the sale. Provide RFP templates.  Reassurance Help customer move from purchase to implementation to success. Content that reassures and cultivates an ongoing relationship that builds trust, such as trends, training opportunities, case studies, events, and social media interaction.  Loyalty Build loyalty with consumers wanting to continue with the relationship, returning for more. Pull them back into the buying cycle. Your competition wants to edge back into the buyer's awareness, so continually serve up relevant, interesting content.
  • 17Wave Marketing Group © 2013 | All Rights Reserved Focusing In On Sales Enablement Tools
  • 18Wave Marketing Group © 2013 | All Rights Reserved 3 Best Practices for Sales Enablement MAKE IT EASY FOR SALES BE MOBILE, SALES PLAYBOOKS SPEAK A COMMON LANGUAGE Sales Enablement Taxonomy LESS IS MORE
  • 19Wave Marketing Group © 2013 | All Rights Reserved Best Practice # 1: Sales Kit Taxonomy Speaking a common language with sales – what sales tools and customer collateral you provide? Sales Function Collateral Name Sales Process Focused “How To Sell: How To Run A Play” • Playbooks • Sales Guides Solution or Product Focused “What To Sell” • Quick Reference Materials − At-a-Glance − Solution Overviews, Solution Briefs − FAQs − QuickStarts/ QuickBriefs − Articles (summary of announcements) • Detailed Reference Materials − White boarding − Technical Briefs/ Architecture − Demo scripts Competitive Focused “How To Differentiate & Win” • Battlecards • Competitive Scorecards, or Briefs • Competitive Maps/ Heat Maps Customer Success Focused “How To Model Success” • Customer Success Stories • Deal Anatomy • Win-Loss or Win Reports Customer Function & Collateral Thought Leadership • Business Perspectives • Technical Whitepapers • Technical: Blue Prints, Red Books/ Papers Product or Solution • Brochures, Briefs, Datasheets • Graphic: Infographics, Marketecture, Maps • Interactive: Videos, Animated, Web/Mobile Apps, Chalk-Talks/ White Boarding Presentations • Overviews: Solution, Product or Technical • Demonstrations: Guided-Demos, Self-Demos • Customer Success Stories Customer Stories • Success Stories, Testimonials, References ROI Analysis/ Business Value Calculators • Quick Calculators, ROI/ TCO Analysis Social Media • Meme (viral), Blogs, Discussions, Videos
  • 20Wave Marketing Group © 2013 | All Rights Reserved Best Practice #2: Be Mobile • 5.6B mobile connections to 1.32B fixed connections. Total Telecom • 65% of smartphone users use their personal device for work now (41% in 2011) /Forrester /IDC • Tablet adoption has risen to15% of the information workforce today (1% in 2010). Forrester • 43% of information workers use 3 or more devices for work. Forrester • The Mobile Elite workforce is 23% of global information workforce
  • 21Wave Marketing Group © 2013 | All Rights Reserved Best Practice #2: Sales & Mobile Devices 35% of employees paid for their work smart phone 52% of employees paid for their work tablet 27% of use at least 2 of these personal technologies for work Based on CoIT 2012 study by Forrester: 12,600+ iWorkers and 590 business and IT decision-makers across 9 countries
  • 22Wave Marketing Group © 2013 | All Rights Reserved Who Are The Mobile Elite 43% 78% Used personal technology to help me do my job 45% 61% 43% 67% 25% 39% Higher employee satisfaction Makes me personally more efficient and productive Makes it easier for me to solve business problems 24% 35% Allows for better collaboration with my colleagues 24% 33% Allows us to better serve our customers Average Worker Mobile Elite BASE: 2,603 Global information workers using computers for work Source: A commissioned study conducted by Forrester Consulting 2012 What do you feel are the business benefits of employees using personal devices or applications for work?”
  • 23Wave Marketing Group © 2013 | All Rights Reserved Best Practice #3: Making It Easy For Sales Elements Of Sales Kits Sales Playbooks or Guides Sales Process Focused “How They Sell” Competitive Overview Competitive Positioning Focused “How To Compete & Differentiate” Customer Success Stories Repeat or Model Success “How To Be Successful Focused” Customer Collateral All-in-one-Place: “In-a-Box” “Make It Easy To Sell, What To Use” Sales Kit Packaging Interactive & Mobile “One-Bag Approach” Solution/ Product Overview Reference Materials Focused “What They Sell”
  • 24Wave Marketing Group © 2013 | All Rights Reserved Best Practice #3: Sales Packaging - Playbooks Sales Kit Packaging Interactive & Mobile “One-Bag Approach”
  • 25Wave Marketing Group © 2013 | All Rights Reserved Plays: A discrete solution or program priority where partners jointly promote, pursue and sell together. Plays focus on the selling process – making it easier to sell Playbooks: A collection of plays and associated sales flow strategy around a key campaigns. Playbooks focus on sales leverage and common processes. Sales Kits: A collection of sales tools and customer facing collateral around a portfolio of offerings. Sales Kits support the entire selling process – from awareness building to close. Playbook Terminology
  • 26Wave Marketing Group © 2013 | All Rights Reserved Solution Details: Solution Specifics – What To Represent • Solution Components − Product − Services • Pricing, Configuration & Reference Architecture • Engagement Model Customer Targeting: How To Identify Where To Sell, Where To Focus • Target Market & Accounts • Sales Objectives • Selling Motion & Teaming • Who to talk with: Business Decision Makers, Technical Decision Makers and Influencers Solution Value What Business Value To Position • Value Proposition • Customer Challenge • Market Trends & Drivers • Customer & Sales Success • Why The Solution, The Competition • Industry benchmarks Playbook Components Customer Opportunity: How To Identify The Customer Opportunity • Customer Problem, Business Driver or Market Trends • Compelling Event • Qualifying Questions/ Objective Handling • Cross Solution & Upselling More Resources: People, Communities (Social Media), Content & Tools
  • 27Wave Marketing Group © 2013 | All Rights Reserved PLAYBOOK Best Practice Example
  • 28Wave Marketing Group © 2013 | All Rights Reserved Interactive PDF, Playbook Example
  • 29Wave Marketing Group © 2013 | All Rights Reserved Playbook Design/ Wire Frame – the cover (front page) Solution(s) Value Proposition >Multiple Plays Combined in a Playbook • Key Solutions Areas • Key Services Joint Playbook – with a partner >Teaming Value Proposition Solution(s) Infographics •Visual navigation on the different “plays” •Solutions “marketecture” Playbook How Is The Play Run, Is There Related Plays Playbook Navigation
  • 30Wave Marketing Group © 2013 | All Rights Reserved Solution Value Proposition • Name • What is it • Key value to customers Qualifying Questions Compelling Event •Triggers (e.g. What’s New) Deal Anatomy (ideal deal) • Account Targeting • Success Orchestration *need more content Teaming Who to Call Cross Sell/ Framework Positioning – Where does it fit in the playbook/ solution offerings (infographic) Play Design/ Wire Frame – solution overview 3 Key Zones: (approximately 60% will stop here – at a glance) 1.What is it? Play value proposition 2.How to model a sale? Deal Anatomy/ Teaming 3.Where to go next? Related solutions
  • 31Wave Marketing Group © 2013 | All Rights Reserved Solution Details • Customer environment • Products/ components • Proof points Services Configuration (BOM), Pricing, Average Deal Size, Reference Architecture Resources: where to get more help Customer Needs/ Pains (segmented) • Business value • Technical value • Market Trends/ Drivers • Customer Initiatives Play Design/ Wire Frame – solution details 4 Key Zones: (committed to sell it) 1.Solution details? What’s in it, what am I selling? 2.Configuration, and other selling details. 3.How to position it with a customer: challenges, opportunities, use cases. 4.Where to go for more resources?
  • 32Wave Marketing Group © 2013 | All Rights Reserved Customer Successes *need more content Insights: Facts & Proof Points (probe and provoke the customer) Differentiation – customer alternatives Play Design/ Wire Frame – customer success & dialogue 3 Key Zones: (it’s about the dialogue) 1.Customer examples? Who has done it? 2.Insights– key insights to spark customer discussion and a call to action Customer discussion points – modeled after sales processes like Challenger Sales 3.Competitive positioning
  • 33Wave Marketing Group © 2013 | All Rights Reserved Recap Value Proposition (book-end) Call-to-action Confidential statement, proper usage Additional Resources Playbook Design/ Wire Frame – back page (close)
  • 34Wave Marketing Group © 2013 | All Rights Reserved • Presenting optimized – i.e. Webex • Handout optimized – i.e. print • Pdf – locked • Word, PowerPoint - edit PROTRAIT • 5 pages in total • Front and back cover • 3 pages of solution content LANDSCAPE PORTRAIT Form Factor
  • 35Wave Marketing Group © 2013 | All Rights Reserved Front Page Back Page Examples: Landscape or portrait design Front Page Back Page
  • 36Wave Marketing Group © 2013 | All Rights Reserved MORE PLAYBOOKS
  • 37Wave Marketing Group © 2013 | All Rights Reserved Interactive PDF, Playbook Example Simple Three Components Navigation
  • 38Wave Marketing Group © 2013 | All Rights Reserved Web App: Sales Kit Example In Depth Resource Library. Acts As A Fuller Sales Kit/ Sales Portal.
  • 39Wave Marketing Group © 2013 | All Rights Reserved Web App Sales Kit Example Includes An ROI Tool
  • 40Wave Marketing Group © 2013 | All Rights Reserved ROI Tool Example Used in Web site customer engagement and lead generation campaigns. Also useful as directional analysis for field sales professionals and partners Purpose 1. Branded Interactive Tool 2. Reporting & Analysis 3. Dynamic Report & Customized 4. Messaging & Solution Descriptions Deployment Options
  • 41Wave Marketing Group © 2013 | All Rights Reserved Mobile App Example iPad Ready
  • 42Wave Marketing Group © 2013 | All Rights Reserved CONTENT EXAMPLES WHAT’S IN THE PLAYBOOK BATTLECARD OR SALES BRIEF EXAMPLES
  • 43Wave Marketing Group © 2013 | All Rights Reserved The Challenger Sale – Sales Brief Challenger Sales Methodology  Warmer & Insights  Reframe - Dilemma  Reframe - Rescue  The New Way  Your Solution
  • 44Wave Marketing Group © 2013 | All Rights Reserved The Challenger Sale – Sales Brief
  • 45Wave Marketing Group © 2013 | All Rights Reserved Battle Card Example
  • 46Wave Marketing Group © 2013 | All Rights Reserved Web App Example - eBook Goto: http://www.app3.unisys.com/library/cmsmail/11/2483_UnisysMobilitySolutions/
  • 47Wave Marketing Group © 2013 | All Rights Reserved Kick Start Your 2014 Initiatives Wave Marketing Offerings Marketing Assessments Messaging & Positioning – including portfolio definition and Infographics Selling & Buying Enablement Creative Services Campaigns Marketing Training & Tools Wave Marketing Methods Outside Insight – research, validation and justification. Combine both internal with external viewpoints Big Idea Discovery – compelling and unique big idea messaging Breakthrough Creative – unique experience and interactive Marketing Mix Framework, Marketing Skill Development WMG Tools Free For You: Messaging & Positioning Framework, Workshop Templates Momentum Marketing Approach Marketing Mix & Dashboard Launch & Campaign Plan Customer & Sales Engagement Plan - Including customer collateral and sales tools Content Marketing / Social Media Plan
  • 48Wave Marketing Group © 2013 | All Rights Reserved Builds momentum.