SiriusDecisions Sales Enablement Market and Trends Survey Revealed

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This presentation unveils SiriusDecisions’ recent sales enablement survey results, including trends and best practices to keep in mind as you look to improve sales productivity in 2014 and beyond.

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  • But only 17% have a dedicated sales enablement budget
  • If 70% of the reps are being hired from outside the company, wouldn’t they need robust onboarding?
  • SiriusDecisions Sales Enablement Market and Trends Survey Revealed

    1. 1. Sales Enablement Market and Trends Survey Revealed Edge Coble ResearchAnalyst, Sales EnablementStrategies
    2. 2. © 2014 SiriusDecisions. All Rights Reserved 2 Executive Summary • Key issues from our 2014 sales enablement study • Reps are spending too much time on non-core selling activities • Onboarding programs lack key skills, knowledge and tools training • Reps are overwhelmed with internal communications • What you will walk away with • Findings from our 2014 sales enablement study • Best practices for reducing the time reps spend on non-core sales activities • Key areas to focus on within sales enablement
    3. 3. © 2014 SiriusDecisions. All Rights Reserved 3 Who We Work With: B-to-B Executives
    4. 4. © 2014 SiriusDecisions. All Rights Reserved 4 What We Provide
    5. 5. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 5 Review of 2014 Sales Enablement Study We are continually monitoring the evolving sales enablement function. 37% 24% 9% 15% 15% Company Revenue <$100M $101M - $500M $501M - $1B $1.1B - $5B >$5B 4% 10% 19% 67% 0% 25% 50% 75% 100% Sales Channel Outside/Field sales force Third-party channel partners Inside sales force Retail
    6. 6. Sales Enablement: The Evolution Continues
    7. 7. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 7 Where Does Sales Enablement Reside? Since 2012, there has been a 19 percent increase in the sales enablement function reporting to the sales organization. 26% 38% 18% 18% 2012 Marketing Sales BU Head Other 24% 46% 15% 15% 2014
    8. 8. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 8 Changes in the Sales Enablement Budget The average sales enablement budget doubled between 2012 and 2014 from $1.2 million to $2.4 million. 47% 19% 17% 8% 6%3% 2014 Budget Source Under the sales operations budget Under a marketing budget Sales enablement has its own budget Under the sales training budget Other N/A
    9. 9. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 9 Changes in Sales Enablement Allocation In the past two years, there has been a 69 percent increase in sales enablement technology spend. 5% 11% 12% 12% 16% 44% 5% 9% 15% 14% 27% 31% 0% 10% 20% 30% 40% 50% Other Product/Solution training Content development Sales effectiveness (e.g. skills) training Systems/Technology/Tools Personnel Percentage of Department Spend 2014 2012
    10. 10. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 10 Top Sales Enablement Initiatives for 2014 While skills training is the top initiative in 2014, sales enablement leaders realize that tool investment is also very important. 6% 7% 10% 12% 15% 23% 27% 0% 5% 10% 15% 20% 25% 30% Improve the use of social media by our reps Implement/Expand rep certification programs Develop our first line sales managers Deploy/implement a new sales methodology Improve your onboarding process Sales Asset Management solution purchase Improve the selling skills of our reps✓ ✓
    11. 11. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 11 It’s All About Improving Productivity Effectiveness (quality and results) Efficiency(capacity) Yield Per Rep It’s the job of sales enablement to ensure maximum yield from every hour worked by every salesperson.
    12. 12. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 12 Sales Enablement: The SiriusDecisions Definition Reps possess the skills, knowledge, tools and assets to maximize every buyer interaction.
    13. 13. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 13 Whiteboarding Enablement Without a centralized sales enablement function, the intended means of increasing sales productivity remain inefficient.
    14. 14. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 14 I • Onboarding • Skills and Methodology Training • Product and Solution Training • Certification • Content • Assets • Communications • Management Development • Technology Deliverables The Field The Case for Centralized Sales Enablement Many functions strive to increase sales productivity, but best intentions do not always create best practices. I Sales Operations Communications HR Sales Training Product Marketing Field Marketing Demand Creation Account-Based Marketing Social Operations Inputs
    15. 15. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 15 I Sales Operations Communications HR Sales Training Product Marketing Field Marketing Demand Creation Account-Based Marketing Social Operations Inputs The Field I • Onboarding • Skills and Methodology Training • Product and Solution Training • Certification • Content • Assets • Communications • Management Development • Technology Deliverables I • Orchestrates • Synthesizes • Creates Sales Enablement MeasurementFeedback Sales enablement is evolving into a centralized function responsible for delivering the means for sales productivity to the field. The Case for Centralized Sales Enablement
    16. 16. The Sales Challenges Companies Face
    17. 17. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 17 21% 24% 24% 29% 32% 35% 65% 71% 0% 20% 40% 60% 80% Lack of quality leads from marketing Our offerings do not have competitive differentiation Our reps lack the required knowledge Our reps lack the necessary selling skills Lack of useful/relevant content from marketing Inability to manage today's more educated buyer Our reps spend too much time on non-selling activities Rep's ability to connect our offerings to client business issues Top Business Issues for Sales in 2014 Reps spend too much time on non-sales activities, which limits the time required to fully understand the needs of the client.
    18. 18. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 18 0 2 4 6 8 10 2012 2014 Average Sales Cycle in Months The Lengthening Sales Cycle In just two years, companies have reported a 24 percent increase in the sales cycle. With increasing quotas and lengthening sales cycles, sales enablement must focus on improving the rep’s productivity.
    19. 19. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 19 (customer service calls) LEVERAGE/DELEGATE (expense reports, travel) MINIMIZE (prospecting, sales calls) MAXIMIZE Categorize how reps spend their time to shine a light on inefficiency and lost productivity. Mapping Sales Productivity Core Selling Activities Non-Core Activities Internal Direct Engagement (research, proposals) STREAMLINEThe Enablement Quadrant
    20. 20. Sales Enablement: Three Best Practices Onboarding
    21. 21. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 21 38% 50% 12% Formalized Onboarding Process None Completed within 3 months Completed within 6 months Onboarding − Current State Thirty-eight percent of companies still lack a formal onboarding process. 30% 70% 0% 20% 40% 60% 80% 100% New Rep Source Internal External
    22. 22. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 22 Onboarding and Certification Best Practices Companies that have a robust onboarding and certification program shorten the time to rep productivity.
    23. 23. Sales Enablement: Three Best Practices Sales Communication
    24. 24. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 24 6% 12% 18% 26% 44% 62% 0% 25% 50% 75% 100% Limited amount of information Other Information quality Decentralized management No regular cadence Overwhelming amount of… Biggest Communication Challenges Sales Communication − Current State Without a centralized sales enablement function managing communication to the sales force, reps get buried in email. 59% 41% Centralized Sales Communication Yes No
    25. 25. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 25 • Conduct a time-and-motion study • Catalog by purpose • Personal development • Internal operations • Information transfer • Deal-specific Auditing Sales Communication Understanding the communication landscape is the first step to fixing the problem.
    26. 26. © 2014 SiriusDecisions. All Rights Reserved 26 The SiriusDecisions Sales Communications Grid Non-Urgent Urgent Sales Related Non-Sales Related New RFP process Product recall Snow policy Company reorg
    27. 27. © 2014 SiriusDecisions. All Rights Reserved 27 The SiriusDecisions Sales Communications Vehicles Non-Urgent Urgent Sales Related Non-Sales Related
    28. 28. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 28 Through centralized coordination Sales Communications Sales enablement must take the role of air traffic controller for all sales communication. Managing the chaos
    29. 29. Sales Enablement: Three Best Practices Content Finds the Rep
    30. 30. © 2014 SiriusDecisions. All Rights Reserved 30 The Sales Closet vs. the Digital Closet Sales content circa 1995 Sales content circa 2014
    31. 31. © 2014 SiriusDecisions. All Rights Reserved 31 The Sales Playbook: Updated and Dynamic Sales Process Stages Discovery • Email Templates • Social Media • Newsletters • White Papers Thought Leadership Agreement on Needs • Product Spec Sheets • Analyst Reports • Product Collateral • Intro Messaging Solution Knowledge Solution Developed • Presentations to Technical Buyer • In-Person Demos • Case Studies • Internal Blogs Value Story Solution Accepted • Proofs of Concept • Competitive Tools • SME Access • Executive Briefings Solution Validation Business Value Accepted • ROI Tools • Client References • Proposals • Presentation to Financial Owner Financial Justification Decision Made • Welcome Kit • Orientation • Training • Customer Newsletter Onboarding Solution Vendor SelectionEducation Loosening of the Status Quo 1. Exploring Possible Solutions 3. Committing to a Solution 4 . Justifying the Decision 5. Making the Selection 6. Committing to Change 2.
    32. 32. SiriusPerspective: © 2014 SiriusDecisions. All Rights Reserved 32 While creating a playbook, take some time to audit your sales content. The Sales Content Audit Testimonials Videos Brochures White papers Case studies Presentations Content Types Evaluation Criteria Influence on buyer’s perception Close matches Repurpose Same standards as product/service Depth and differentiation Criteria for usage Influence Quality Relevance Value
    33. 33. In Conclusion
    34. 34. © 2014 SiriusDecisions. All Rights Reserved 34 Key Action Items • Re-evaluate your sales enablement structure and funding • Relentlessly focus on rep productivity • There is no shortcut to onboarding salespeople • Act as the communications air traffic controller • Make sure that content finds the rep
    35. 35. Thank you! @gecoble
    36. 36. Thank you For more information SAVO Web Site: www.savogroup.com Sales First Nation: www.savogroup.com/sales-first-nation/ SAVO Products: www.savogroup.com/products/ SAVO Phone: 312-276-7700

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