Sales Enablement Essentials Masterclass: Adopt your sales team

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# Sales Enablement Masterclass #

Marketing Product Managers depend on Sales makers to achieve results and yet are often disconnected, intimidated or simply frustrated by the relationship developed with Sales.

This presentation shows how to change this picture step-by-step by utilizing Product Management tools and techniques that you’re familiar with to harness the full potential of your Sales team, achieve the results you need and progressively build better relationships with Sales and customers.

Andre Piazza is an Emerging Marketing leader at Dell. His experience as a Product Manager made him a firm believer in intelligent products and in creating memorable customer experiences.

This presentation was delivered during Product Camp Austin (August 2014, #PCATX13; February 2014 #PCATX12; July 2013, #PCATX11), ProductCamp San Francisco (October 2013, #PCampSF), Product Camp Dallas - Fort Worth (November 2013, #PCampDFW) and AIPMM Webinar Series (October 2013). It is based on the lessons learned while working with Sales makers in growing portfolios: the balance of hard and soft skills required to establish credibility, build relationships while being an effective Product Manager.

~ Andre Piazza

Join the #SalesEnablement conversation on Twitter: @AndreAtDell
Connect with me on LinkedIn: http://www.linkedin.com/in/andrepiazza
Slideshare.net/apiazza

Published in: Marketing, Business, Education

Sales Enablement Essentials Masterclass: Adopt your sales team

  1. 1. Adopt your Sales team Sales Enablement Essentials Andre Piazza @AndreAtDell http://linkd.in/andrepiazza Andre Piazza @AndreAtDell Product Manager, Dell Global Marketing Andre Piazza @AndreAtDell
  2. 2. Presented at webcast Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 2
  3. 3. The Sales and Marketing divide Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 3
  4. 4. A solution: Empathize Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 4
  5. 5. A solution: Empathize RSA Shorts - The Power of Empathy (2:53) RSA Animate - The Power of Outrospection (10:28) Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 5
  6. 6. 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 6
  7. 7. 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 7
  8. 8. The #1 thing your Sales team wants you to know confidence safe Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 8
  9. 9. Sales Enablement Essentials Education Performance Incentives and WIIFM Marketing Communications Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 9
  10. 10. Sales Enablement Essentials Education         Training programs Refresh programs Onboarding programs Sales tools Purchase cycle / Sales motion Competitive Information Handling objections Customer-facing engagement Incentives and WIIFM       Compensation plan Commissions Contests Promotions SPIFs Sales plays Performance       Marketing Communications        Adopt your Sales team – Sales Enablement Essentials Where we are / Actuals Where we should be / Goals What needs to be done to bridge the gap Rewards program Sales communication patterns Demand generation programs Marketing collateral RFP, channel-ready documentation Document repository Case studies / References Thought leadership Product documentation (FAQs, etc) Digital content @AndreAtDell 10
  11. 11. How do I drive it? Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 11
  12. 12. Adopt your Sales team • Programmatic • Small “Adopted” teams • Limited burden to Sales teams • Smart coverage of geo / segment / verticals / accounts / customers • Minimum duration required to establish quick wins Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 12
  13. 13. Adopt your Sales team 1. Align program 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 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 13
  14. 14. 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 14
  15. 15. Adopt your Sales team 1. Align program 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 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 15
  16. 16. 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 16
  17. 17. 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 do don‘t @AndreAtDell 17
  18. 18. Adopt your Sales team 1. Align program 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 18
  19. 19. Adopt your Sales Team - results & rewards Performance Adopted team Attach % Remainder segment + 17% + 35% Rev per unit Adopt your Sales team – Sales Enablement Essentials flat - $3% @AndreAtDell 19
  20. 20. Adopt your Sales team 1. Align program 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 20
  21. 21. The road to sales enablement Product Management Engagement Relationships Results Sales Enablement Adopt your Sales team – Sales Enablement Essentials @AndreAtDell 21
  22. 22. Thank You Andre Piazza @AndreAtDell http://linkd.in/andrepiazzaPiazza Andre Marketing leader ★ "The energy of a Sales maker, the brains of an Engineer" Linkedin.com/in/AndrePiazza @AndreAtDell Slideshare.net/Apiazza

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