Salespeople Do The Darndest Things Product Camp 2010


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Salespeople Do The Darndest Things Product Camp 2010

  1. 1. please thank our sponsors<br />
  2. 2. Copyright 2010- LÛCRUM MARKETING<br />Salespeople Do the Darndest Things – And It Might Be Product Management’s Fault!"<br />Presented by:<br />Tom Evans - Lûcrum Marketing<br />Sheryl Posey – Consultant<br />Mike Boudreaux – Emerson Process Management<br />March 27, 2010<br />
  3. 3. Panel Discussion - 1<br />Share a couple of examples of things salespeople have done that has caused tremendous irritation and frustration to you as a product manager? <br />Copyright 2010 - LÛCRUM MARKETING<br />
  4. 4. Some Darndest Things<br />Pursue opportunities outside of focus<br />Request marketing tools for solutions that don’t exist<br />Sells features (even those that don’t exist)<br />Promise features for products<br />Demands new features to close a deal<br />Copyright 2010 - LÛCRUM MARKETING<br />
  5. 5. Panel Discussion - 2<br />What is the impact to your company, to your product or to sales when salespeople do these things? <br />Copyright 2010 - LÛCRUM MARKETING<br />
  6. 6. The Impact<br />Wasted resources on an opportunity that was a long shot.<br />New features in the product that nobody needs.<br />A frustrated and irritated executive team.<br />Confusion in the market place on what the company does.<br />Copyright 2010 - LÛCRUM MARKETING<br />
  7. 7. Why sales people do the darndest things?<br />That’s just the way sales people are.<br />They were never properly enabled with the right knowledge and tools.<br />Copyright 2010 - LÛCRUM MARKETING<br />PM<br />
  8. 8. Panel Discussion - 3<br />What are some tools that you have created or used that were effective in enabling the sales team? <br />Copyright 2010 - LÛCRUM MARKETING<br />
  9. 9. Goals of Sales Enablement<br />Ensures everyone (marketing, sales, executives) is marching to the beat of the same drum.<br />Defines clear target market.<br />Communicates clear & consistent messages.<br />Enables sales to talk with the right buyers.<br />Pursue target opportunities that company can win.<br />Copyright 2010 - LÛCRUM MARKETING<br />
  10. 10. Sales Enablement (Base Components)<br />Product Backgrounder<br />Sales Questioning Guide<br />Executive Level Presentation<br />Message Driven Demo<br />Copyright 2010 - LÛCRUM MARKETING<br />
  11. 11. Panel Discussion - 4<br />Now that you have done this work (creating tools and messages), how do you get the sales team to buy into sales enablement and actually use this work?<br />Copyright 2010 - LÛCRUM MARKETING<br />
  12. 12. Now What?<br />How do you get sales to use these new tools?<br />Have an executive sponsor (Sales VP/CEO).<br />Train them and train them some more.<br />Test them on their knowledge via certification process.<br />Make the tools real (not ivory tower).<br />Copyright 2010 - LÛCRUM MARKETING<br />
  13. 13. Closing Thoughts<br />Review on a regular basis.<br />Make sure marketing and the executive team participate.<br />Use for channel partners.<br />Much of info should already exist - MRD, Market Plan, etc.<br />Copyright 2010 - LÛCRUM MARKETING<br />Enhances your role as market expert!<br />
  14. 14. Copyright 2010 - LÛCRUM MARKETING<br />Thank You<br />Tom Evans<br />Lûcrum Marketing<br /><br />+1-512-961-5267<br />
  15. 15. please thank our sponsors<br />
  16. 16. Product Backgrounder<br />Target Markets / Segments<br />Market Needs / Challenges<br />Buyer Profiles - Personas / Needs / Challenges / Goals<br />Market Messages<br />Value Proposition<br />Positioning Statement<br />Key Messages<br />Key Benefits<br />Copyright 2010 - LÛCRUM MARKETING<br />
  17. 17. Sales Questioning Guide<br />Aka - Pain Sheets / Solution Development Prompters<br />One per buyer role per market segment<br />Challenges / Impact / Capability / Benefits<br />Match to your sales methodology (if any)<br />User buyer’s language/terms<br />Copyright 2010 - LÛCRUM MARKETING<br />
  18. 18. Executive Level Presentation<br />Market / Buyer needs<br />High level discussion of how your solution addresses needs.<br />Remember the key messages<br />Benefits / Value Proposition<br />Case Study<br />10 to 15 slides<br />Copyright 2010 - LÛCRUM MARKETING<br />
  19. 19. Message Driven Demo<br />Communicates key messages.<br />Show how buyers needs are solved.<br />Build it as story.<br />Copyright 2010 - LÛCRUM MARKETING<br />