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The Importance of Sales Enablement & Operations for an SDR Program

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Cory Ayres (VP, Corporate Sales, Host Analytics) - The Importance of Sales Enablement & Operations for an SDR …

Cory Ayres (VP, Corporate Sales, Host Analytics) - The Importance of Sales Enablement & Operations for an SDR Program

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  • Talk Track:
    What is Enterprise Performance Management? It’s a suite of financial applications for:
    Planning, budgeting and forecasting
    Close management, financial consolidations, and disclosing results to external stakeholders
    Reporting to executives, managers and, the board
    Analytics, strategy setting, alignment and measurement
    Once you get your data and process in one place, or a single source of the truth you can unlock a lot of value and insights.

    You may have seen CPM (Corporate Performance Management) and FPM (Financial Performance Management), which mean the same as thing as EPM.

    Transition: What sort of value to our customers get?
  • Instructions:
    Focus on companies transforming with the cloud, not on the vendors on the slide.

    Talk track:
    What is cloud computing? It’s the modern way to deliver software and it’s transforming the enterprise. It’s a huge technology trend similar to the shift from mainframe computers to client/server technology. Companies are swapping out their old legacy software to gain the advantages of the cloud.

    Sales leaders are transforming their sales departments with salesforce.com. Over 100,000 companies have chosen the cloud for their CRM system.
    HR leaders are transforming their organizations with Workday. Large companies like DuPont and HP are choosing the cloud for their Human Capital Management system.
    Finance leaders are also transforming their enterprises with Host Analytics. Enterprises like Earthlink, Pitney Bowes and Sanmina are chosing Host Analytics for the benefits of the Cloud. They replaced ageing Hyperion products.

    Discovery questions:
    Open: What do you think of the Cloud?
    Probe: Does your company use any cloud applications?
    Probe: Does your finance team use any cloud applications? ERP? Expense management (Expense wire), Benefits (Paychex) etc.
    Confirm:

    Transition: Who is Host Analytics?
  • Transcript

    • 1. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 1 T H E I M P O R TA N C E O F S A L E S E N A B L E M E N T & O P E R AT I O N S F O R A N S D R P R O G R A M Leader In Cloud-Based Enterprise Performance Management
    • 2. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 2 AGENDA •Who is Host Analytics & Cory Ayres? •Importance of Sales Enablement •Importance of Sales Operations •Impact on SDR’s •Summary •Q&A
    • 3. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 3 EPM Is A Suite Of Financial Analytic Apps Enterprise Performance Management (EPM = CPM = FPM) Planning Close Reporting Analytics $
    • 4. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 4 Business owned No: hardware, software, upgrades Cloud Computing Is Transforming The Enterprise
    • 5. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 5 WHO IS CORY AYRES?
    • 6. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 6 WHO ARE WE? PROACTIVE ENERGETIC MOTIVATED SMART SALES NINJAS PROFESSIONAL FUN SALES NINJAS PROACTIVE HUNTERS STRIVING FOR BETTER CULTURE SOLDIERS
    • 7. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 7 WHAT WE LOOK LIKE TODAY •SDR Mgr – Erin Stanwood •2:1 SDR to AE ratio •Outbound & Inbound Teams •Field & Corporate Segmentation •Comped on Qualified Meetings, Stage 2 & 3 Ops, Closed Ops and Activities •Hungry team that wants to be AE’s some day!
    • 8. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 8 What is Sales Enablement? • Oversee and advance the Sales Enablement and Training strategy including sales kick-off, new employee on-boarding, and regular sales training. • Create sales messaging to enable the sales force to have consistent, effective and engaging sales conversations with prospects and customers at each stage of the sales cycle. • Advance on-going education curriculum and certification program for all Sales Reps. • Maintain up to date knowledge of industry best practices and trends and their effectiveness. • Draft role plays and case studies for the sales team to utilize. • With the help of internal team, own logistics, event planning and all other execution activities for sales kick-off, sales quarterly business reviews, new hire sales training and other ad hoc Sales Enablement and training events.
    • 9. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 9 Impact on SDR’s? •Quota Achievement •Quicker Ramp; More productive •Sales 101 •Product experts •Market experts •Competitive Intelligence •Field awareness •SDR’s get Promoted
    • 10. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 10 What is Sales Ops? • Build and monitor sales metrics, analysis, and reporting. • Be analytical as well as have a personality that can work successfully with the sales team. • Be a power Excel and salesforce.com user – with particular experience with salesforce tracking pipelines and updating renewals among other responsibilities. • Ability to handle general deal support, including the preparation of quotes for sales reps. • Strong SaaS revenue recognition background - tracking and reporting on major sales metrics including bookings, ARR & MRR by type, churn, renewal rates. • Experience in being the business partner for the VP, Sales with experience in sales forecasting with the sales leadership team. • Ability to manage and generate weekly key sales metrics. • Proven experience in developing and administrating sales compensation programs. • Ability to provide general field support – acting a sales team’s feet on the street in Redwood City. • Proven experience automating key sales operations, including commissions, sales quote process & sales metrics reporting
    • 11. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 11 Impact on SDR’s? •Quota Achievement •Sales is more Science vs. Art •Reporting & Dashboards •Sales Tools •Constant SDR Improvement •Optimizing Performance •Compensation •SDR’s get Promoted •Wingman
    • 12. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 12 SALES TOOLS • SALESFORCE • CRM system that houses our customer and contact database. We use this to manage our current opportunities, closed deals and activities. • DATA.COM • Provides info and contact information on millions of companies and contacts. • INSIDEVIEW • Provides insight into business information, contact data, online news and social media. • LINKEDIN • Prospecting and finding key contacts within accounts. • YESWARE • Email tracking solution to see who opened your emails. These automatically log your emails and responses into Salesforce. • RAPPORTIVE • Find contacts and email addresses easier. • MARKETO • Marketing database used to mass email our customer base. Marketo also gives daily reports on who’s been on our website. • DEMANDBASE • Marketing tool used to see who’s been on our website.
    • 13. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 13 What do SDR’s care about? Making $$ and getting PROMOTED!
    • 14. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 14 SUMMARY •Arguably – the first 2 hires after you hire your Head of Sales should be a Sales Ops & Sales Enablement Specialist. •Give up a sales head count if you must in order for you to get these positions hired. •Make sure the team respects them.
    • 15. © 2013 Host Analytics Inc., All Rights Reserved -- Slide 15 Any Questions? Q&A