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
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 firstname.lastname@example.org 617 613 6037