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  • Complexity issue brought on by market forces- PRODUCTIVITY and EFFICIENCY are the goals. Message gets pushed top-down through the chains of command, and ultimately ends up in various functional areas of the business. The original goal and the paths taken to get to that goal start branching off randomly based on the interpretations and perspectives of executives at each level within different silos of the organization.
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Forrester 110607201306 Phpapp02 Forrester 110607201306 Phpapp02 Presentation Transcript

  • Sales Enablement and Outcome Selling
    Brad HolmesVP and Practice Leader
    June 3rd, 2011
  • Sales Enablement is an emerging leadership role
    Fastest growing role for Forrester in 2011 – 1,800 clients
    Team of 20 analysts, consultants, and client engagement professionals
    Helping SE Professionals drive change and deliver results
  • SE defined (collaboratively with clients)
    Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.
  • SE in practice
    To accomplish this goal, portfolio, marketing, and sales teams must work cross-functionally to create effective sales content and programs that map to a holistic customer model and that are delivered on a common platform.
  • Forrester analysts have been in the trenches
    Scott Santucci
    Outcome selling
    SE Strategies
    Modeling customers
    The hidden costs of sales support
    Brian Lambert
    Establishing brand value in the trenches
    Ensuring adoption of sales enablement initiatives
    Leading the sales training and development function
    Dean Davison
    Leveraging a defined and shared view of customer business problems
    Engineering portfolio solutions for simplicity at the point of sale
    Infusing customer-focused business intelligence into portfolio messages
  • Why Sales Enablement now?
  • November 2008 “Engineering Valuable Sales Conversations”
    CEOs React To Colliding Market Forces
  • Senior level executives are looking for answers
  • October 2010 “A SIMPLE Sales Enablement Framework”
    Random Acts Of Sales Support Create Unneeded Complexity, Overwhelming Sales Forces
  • April 2009 “Uncovering The Hidden Costs Of Sales Support”
    Hidden Costs And Inefficiencies Lurk In Sales And Marketing Budgets
  • 2000
    18.1%
    2009
    13.4%
    What is the implication of the bottleneck?
    SG&A
    As a % of 2000
    Revenue
    Relative growth of revenue and SG&A, normalized to 2000. Not adjusted for inflation
  • What do buyers think?
  • November 2008 “Engineering Valuable Sales Conversations”
    Product-First Engagement Model Promotes Commodity Perception
  • What do buyers perceive?
  • What do buyers want?
  • What do buyers experience?
  • The selling system is not adapting quickly enough to accommodate our changing business strategy
    CEOs conclude
  • Where are we headed?
  • November 2008 “Engineering Valuable Sales Conversations”
    Design An Engineered Approach To Sales Conversations
  • Why Outcomes?
  • Disaster Recovery Service Providers
  • IT Asset Lifecycle Mgt
  • Outcome Selling represents a change in “state”
  • Value transfer is what we all do
  • Focus on the value communication system like a supply chain
    Basic value communication system
    Customer
    Vender
    Audience
    Message
    Messenger

    +
  • The value you communicate is the "know how" your clients need to achieve an outcome
    Pattern
    Audience
    Message(s)
    Messenger(s)
    +
    Outcome selling is a go-to-market approach in which you design your value communications system to optimize the value your customers realize.
  • Problem
    Product
    Pattern
    Place
    Path
    Promotion
    Proof
    Price
  • Thank you
    Brad Holmes
    bholmes@forrester.com
    617 613 6037