AIPMM Webinar Series

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© AIPMM 2013

www.aipmm.com
© AIPMM 2013

www.aipmm.com
The Hub Of All Things Product Management

Association of International Product Marketing and
Management
• With members in ...
AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product Manager (CPM®)

• Certified Prod...
Tweet!
Andre Piazza:
@AndreAtDell
Hector Del Castillo: @hmdelcastillo
AIPMM:

© AIPMM 2013

#AIPMM
#SalesEnablement

www.a...
Participate and Win!
• One lucky winner will win a free copy of the
Guide to the Product Management and
Marketing Body of ...
Today’s Speaker
Moderator:

Hector Del Castillo, CPM, CPMM, PMP

Presenter:

Andre Piazza, PMP
Product Manager, Dell
Linke...
Adopt your
Sales team
Sales Enablement Essentials
Andre Piazza @AndreAtDell
Webinar : Friday http://linkd.in/andrepiazza
1...
The Sales and Marketing divide

Adopt your Sales team – Sales Enablement Essentials

@AndreAtDell

#SalesEnablement

9
A solution: Empathize

Adopt your Sales team – Sales Enablement Essentials

@AndreAtDell

#SalesEnablement

10
What if you were to sell…
Magic Square

Photo by Molinari
http://www.flickr.com/photos/molinary/4267396863/sizes/l/in/phot...
How Sales assimilates new products
1.

What problem does this solve?

2.

Who has the problem?

3.

What does it do?

4.

...
The #1 thing your Sales team wants you to know

confidence
Adopt your Sales team – Sales Enablement Essentials

@AndreAtDe...
Sales Enablement Essentials
Education
•
•
•
•
•
•

Training programs
Refresh programs
Onboarding programs
FAQs
Purchase cy...
Sales Incentives
PdM influence

impact
structure
reporting / tracking
clarity

Compensation

Commission

Promotions,
Conte...
Sales Enablement Essentials
Education
•
•
•
•
•
•

Training programs
Refresh programs
Onboarding programs
FAQs
Purchase cy...
Adopting your Sales team
1. Align intentions / expectations with Sales leaders.

*

2. Survey Sales needs / wants.
Offer m...
Nimble survey, ample findings
1-2. Knowledge

3-5. Recommend

Questions
6. Opportunity

Familiarity
Obstacles
Inside NPS

...
Surveying for action
Think: Purchase cycle / Sales motion / Sales skills and behaviors
Question:

“What can Product Manage...
Adopting your Sales team
1. Align intentions / expectations with Sales leaders.
2. Survey Sales needs / wants.
Offer menu ...
Turning findings into programs
Obstacles / Perceived Issues

Suggested tactics

Findings

• These products are not relevan...
Turning findings into programs
Obstacles / Perceived Issues
Findings

Suggested tactics

• These products are not relevant...
Adopting your Sales team
1. Align intentions / expectations with Sales leaders.
Start top-down.

2. Survey Sales needs / w...
Results & rewards
Performance

Adopted team

Attach %

+ 17%
+ 35%

Rev per unit

Adopt your Sales team – Sales Enablement...
Adopting your Sales team
1. Align intentions / expectations with Sales leaders.
Start top-down.

2. Survey Sales needs / w...
The road to sales enablement
Product Management
Engagement
Relationships
Results

Sales Enablement
Adopt your Sales team –...
Thank You
Andre Piazza @AndreAtDell
http://linkd.in/andrepiazza

@

Andre_Piazza@Dell.com

Linkedin.com/in/AndrePiazza

@A...
Q& A
Q&A

@

Andre_Piazza@Dell.com

Linkedin.com/in/AndrePiazza

@AndreAtDell
#SalesEnablement

28
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Course & Location
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Athens, Greece

Dates

Time

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9 am ...
Upcoming Courses
Course & Location
Dates
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McLean, VA
CPM® Certification ...
Please Join Us Again!
AIPMM Webinar Series:
Nothing Happens Until Someone Sells Something: Best Practices to Enabling
Your...
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Adopt Your Sales Team - Sales Enablement Essentials

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Published on

Product Managers in high-tech are required to achieve ambitious results through their Sales teams, yet often feel disconnected, intimidated or simply frustrated by the relationship or results achieved with those Sales makers and leaders.

This session explores how to change this picture step-by-step by utilizing simple Product Management tools and techniques in order to achieve the results you need, harness the full potential and build lasting relationships with your Sales team.

About the Speaker:
Andre Piazza is a Marketing leader at Dell. His experience as a Product Manager made him a believer in building intelligent products, creating memorable customer experiences and translating these perceptions into user loyalty, increased profits and lasting relationships.

This session is based on the lessons he learned in working with Sales makers while growing B2B and B2C portfolios: the balance of hard and soft skills required to establish credibility, build relationships while being an effective Product Manager. Learn more about Andre at http://linkd.in/andrepiazza. Join the conversation on Twitter at http://bit.ly/FollowAndrePiazza4.

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About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.

It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.

AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.

Visit http://www.aipmm.com.

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Published in: Business, Education

Adopt Your Sales Team - Sales Enablement Essentials

  1. 1. AIPMM Webinar Series www.aipmm.com © AIPMM 2013 www.aipmm.com
  2. 2. © AIPMM 2013 www.aipmm.com
  3. 3. The Hub Of All Things Product Management Association of International Product Marketing and Management • With members in nearly 70 countries, the AIPMM is the worldwide certifying body of product team professionals • The only organization that addresses the entire product life cycle (inception to obsolescence) throughout any industry • Presently has offerings in North America, Europe, Middle East, Australia and Southeast Asia • Membership benefits include eligibility for the certification programs, discounts to AIPMM events, and access to the career center, peer forums, tools, templates and publications © AIPMM 2013 www.aipmm.com
  4. 4. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) © AIPMM 2013 www.aipmm.com
  5. 5. Tweet! Andre Piazza: @AndreAtDell Hector Del Castillo: @hmdelcastillo AIPMM: © AIPMM 2013 #AIPMM #SalesEnablement www.aipmm.com
  6. 6. Participate and Win! • One lucky winner will win a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) © AIPMM 2013 www.aipmm.com
  7. 7. Today’s Speaker Moderator: Hector Del Castillo, CPM, CPMM, PMP Presenter: Andre Piazza, PMP Product Manager, Dell Linkedin.com/in/AndrePiazza @AndreAtDell Today’s hashtag: #SalesEnablement
  8. 8. Adopt your Sales team Sales Enablement Essentials Andre Piazza @AndreAtDell Webinar : Friday http://linkd.in/andrepiazza 10/25, 11am CST Andre Piazza Product Manager, Dell @AndreAtDell Hashtag: #SalesEnablement Global Marketing Andre Piazza @AndreAtDell
  9. 9. The Sales and Marketing divide Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 9
  10. 10. A solution: Empathize Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 10
  11. 11. What if you were to sell… Magic Square Photo by Molinari http://www.flickr.com/photos/molinary/4267396863/sizes/l/in/photostream/ Adopt your Sales team – Sales Enablement Essentials Photo by Click [Oscar] http://www.flickr.com/photos/clickfotoblog/2361906411/sizes/m/in/photostream/ @AndreAtDell #SalesEnablement 11
  12. 12. How Sales assimilates new products 1. What problem does this solve? 2. Who has the problem? 3. What does it do? 4. How does it do it? 5. What are the benefits? Source: Steve Harper, “Confessions of a Sales Guy”, http://www.pragmaticmarketing.com/resources/confessions-of-a-sales-guy Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 12
  13. 13. The #1 thing your Sales team wants you to know confidence Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 13
  14. 14. Sales Enablement Essentials Education • • • • • • Training programs Refresh programs Onboarding programs FAQs Purchase cycle / Sales motion / tools Customer-facing engagement Incentives • • • • • Compensation plan Commissions Contests Promotions Sales plays Adopt your Sales team – Sales Enablement Essentials Performance • • • • • • Where we are / Actuals Where we should be / Goals What Sales need to do to bridge the gap Rewards program Sales communication patterns Demand generation & nurturing Marketing Communications • • • • • • Marketing collateral RFP, channel-ready documentation Document repository Thought leadership Competitive Information Online content @AndreAtDell #SalesEnablement 14
  15. 15. Sales Incentives PdM influence impact structure reporting / tracking clarity Compensation Commission Promotions, Contests Adopt your Sales team – Sales Enablement Essentials Time-bound in nature • SPIFs • Partner funded • Tied to Lead Generation • Sales plays @AndreAtDell • #SalesEnablement 15
  16. 16. Sales Enablement Essentials Education • • • • • • Training programs Refresh programs Onboarding programs FAQs Purchase cycle / Sales motion / tools Customer-facing engagement Incentives • • • • • Compensation plan Commissions Contests Promotions Sales plays Adopt your Sales team – Sales Enablement Essentials Performance • • • • • • Where we are / Actuals Where we should be / Goals What Sales need to do to bridge the gap Rewards program Sales communication patterns Demand generation & nurturing Marketing Communications • • • • • • Marketing collateral RFP, channel-ready documentation Document repository Thought leadership Competitive Information Online content @AndreAtDell #SalesEnablement 16
  17. 17. Adopting your Sales team 1. Align intentions / expectations with Sales leaders. * 2. Survey Sales needs / wants. Offer menu of options. Allow for comments. 3. Tailor programs to address findings. Get Sales leaders buy-in. 4. Execute programs. Get Sales makers engagement. 5. Listen. Address. Validate. It’s all about them. 6. Measure results before / after. Course corrections. 7. Share results with Sales team. Reward role models. 8. Ask for more. Scale / expand the program. Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 17
  18. 18. Nimble survey, ample findings 1-2. Knowledge 3-5. Recommend Questions 6. Opportunity Familiarity Obstacles Inside NPS 7-8. Confidence Measures Mindshare, Relevancy Training Sales motion Sales WIIFM Competitive info Sales tools Pipeline review Confidence 1:1 assistance Performance tracking Options Comments Discovery Validation Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 18
  19. 19. Surveying for action Think: Purchase cycle / Sales motion / Sales skills and behaviors Question: “What can Product Management do to improve your_______ ?” Knowledge > Confidence > Recommendation > Total Count Sales motion story: Provide options: Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 19
  20. 20. Adopting your Sales team 1. Align intentions / expectations with Sales leaders. 2. Survey Sales needs / wants. Offer menu of options. Allow for comments. * 3. Tailor programs to address findings. Get Sales leaders buy-in. 4. Execute programs. Get Sales makers engagement. 5. Listen. Address. Validate. It’s all about them. 6. Measure results before / after. Course corrections. 7. Share results with Sales team. Reward role models. 8. Ask for more. Scale / expand the program. Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 20
  21. 21. Turning findings into programs Obstacles / Perceived Issues Suggested tactics Findings • These products are not relevant to my customers 30% • Limited support when I have a question 20% • Concerned about poor customer experience aftersales 10% • Limited support when quoting 10% • Provide competitive information 22% • Assist w/ customer engagement 19% • Access to documentation 17% • In-depth training 15% • Simplified Sales motion 7% • 1x1 training 6% • Access to historical performance 2% Not a problem • No obstacles or roadblocks. I do/can sell it today 50% • I don't perceive product’s relevance in retaining customers • I don’t understand these products • Difficulty explaining them to my customers • I'm not incented to sell these products • Limited visibility into performance • Bad experiences selling these products • Assistance quoting • Sales WIIFM • Pipeline review Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 21
  22. 22. Turning findings into programs Obstacles / Perceived Issues Findings Suggested tactics • These products are not relevant to my customers 30% • Limited support when I have a question 20% • Concerned about poor customer experience aftersales 10% • Limited support when quoting 10% • Provide competitive information 22% • Assist w/ customer engagement 19% • Access to documentation 17% • In-depth training 15% • Simplified Sales motion 7% • 1x1 training 6% • Access to historical performance 2% • No obstacles or roadblocks. I do/can sell it today 50% • I don't perceive product’s relevance in retaining customers • I don’t understand these products • Difficulty explaining them to my customers • I'm not incented to sell these products • Limited visibility into performance • Bad experiences selling these products • Assistance quoting • Sales WIIFM • Pipeline review explore Not a problem later Adopt your Sales team – Sales Enablement Essentials @AndreAtDell do don‘t #SalesEnablement 22
  23. 23. Adopting your Sales team 1. Align intentions / expectations with Sales leaders. Start top-down. 2. Survey Sales needs / wants. Offer menu of options. Allow for comments. 3. Tailor programs to address findings. Get Sales leaders buy-in. 4. Execute programs. Get Sales makers engagement. 5. Listen. Address. Validate. It’s all about them. 6. Measure results. Compare before / after. Course corrections. 7. Share results with Sales team. Reward role models. 8. Ask for more. Scale / expand the program. Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 23
  24. 24. Results & rewards Performance Adopted team Attach % + 17% + 35% Rev per unit Adopt your Sales team – Sales Enablement Essentials @AndreAtDell Remainder segment flat - $3% #SalesEnablement 24
  25. 25. Adopting your Sales team 1. Align intentions / expectations with Sales leaders. Start top-down. 2. Survey Sales needs / wants. Offer menu of options. Allow for comments. 3. Tailor programs to address findings. Get Sales leaders buy-in. 4. Execute programs. Get Sales makers engagement. 5. Listen. Address. Validate. It’s all about them. 6. Measure results. Compare before / after. Course corrections. 7. Share results with Sales team. Reward role models. 8. Ask for more. Scale / expand the program. Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 25
  26. 26. The road to sales enablement Product Management Engagement Relationships Results Sales Enablement Adopt your Sales team – Sales Enablement Essentials @AndreAtDell #SalesEnablement 26
  27. 27. Thank You Andre Piazza @AndreAtDell http://linkd.in/andrepiazza @ Andre_Piazza@Dell.com Linkedin.com/in/AndrePiazza @AndreAtDell #SalesEnablement 27
  28. 28. Q& A Q&A @ Andre_Piazza@Dell.com Linkedin.com/in/AndrePiazza @AndreAtDell #SalesEnablement 28
  29. 29. Upcoming Courses Course & Location CIL® Certification Prep Course & Exam Athens, Greece Dates Time Dec 2-3, 2013 9 am – 6 pm CPM® Certification Prep Course & Exam Zagreb, Croatia Belgrade, Serbia Singapore Nov 28-29, 2013 Dec 5-6, 2013 Dec 16-18, 2013 9 am – 6 pm CPMM® Certification Prep Course & Exam Singapore Jan 20-22, 2014 9 am – 6 pm 8 am – 5 pm 8 am – 5 pm Follow the links provided to get more information. © AIPMM 2013 www.aipmm.com
  30. 30. Upcoming Courses Course & Location Dates ACPM® Certification Prep Course & Exam Dec 9, 2013 McLean, VA CPM® Certification Prep Course & Exam McLean, VA Days Time M 8:30 am – 5 pm Dec 10-11, 2013 T, W 8:30 am – 5 pm CPMM® Certification Prep Course & Exam Dec 12-13, 2013 Th, F 8:30 am – 5 pm McLean, VA Follow the links provided to get more information. Contact Melissa Holtzer, melissa@280group.com, to register for these courses . Additional certification prep courses are available in Austin, San Jose, Minneapolis, and London. © AIPMM 2013 www.aipmm.com
  31. 31. Please Join Us Again! AIPMM Webinar Series: Nothing Happens Until Someone Sells Something: Best Practices to Enabling Your Sales Channel to Effectively Sell Your Products Friday, Nov 1st, 12 pm ET http://aipmm.com/aipmm_webinars/ Global Product Management Talk: http://www.blogtalkradio.com/prodmgmttalk Stay Informed! Newsletter: LinkedIn: Membership: Certification: © AIPMM 2013 http://www.aipmm.com/subscribe http://www.linkedin.com/company/aipmm http://www.aipmm.com/join.php http://aipmm.com/html/certification/ www.aipmm.com

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