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COMPANY CONFIDENTIAL
Death of the B-to-B
Sales Rep?
1
Jim Ninivaggi
Chief Readiness Office
@jninivaggi
Thomas Pisello
CEO ...
The New Facts of B-to-B
Buying?
67%of the buyer's journey is now done digitally (SiriusDecisio
68%of B2B buyers prefer to ...
One MillionB2B sales reps will lose their jobs by 2020
Death of the B2B Sales
Rep?
+10%
of the 4.5 million B2B sales agent...
Selling Relevancy in a
Digital Age?
2 million
Licensed agents in US (ARELLO)
6% growth
over next 10 years (Bureau of Labor...
Digital vs. Sales Reps?
SiriusDecisi
6 8 9
5
6
8
CommitteeConsensusIndependent
B-to-B Buyer Interactions
Non-Human
Human
S...
6
Non-sequential CEB - 2017
Time Spent on Decision Making
Process
27%
18%
22%
17%
16%
Researching online
Researching offli...
Sales Reps are Struggling to Meet
Expectations?
19%of buyers trust Sales (H
80%of sales conversations are still about pitc...
Driving Sales Relevancy?
Content &
Conversations
Capability &
Credibility
Coaching &
Confidence
Diagnose
Discover
Prescrib...
Content & Conversations?
Discovery questions
Challenges + cost of status quo / “do nothing”
Mapping challenges to solution...
Capability & Credibility?
Perpetual
Readiness
Interactive
Personaliz
ed
Up to date
Prescriptiv
e
Value
Coaching & Confidence?
Practice and feedback
Human and machine analysis
Next Steps?
Content &
Conversation
Capability &
Credibility
Coaching &
Confidence
Discovery questions
Solution mapping
Val...
COMPANY CONFIDENTIAL
Q&A?
13
Jim Ninivaggi
Chief Readiness Office
@jninivaggi
Thomas Pisello
CEO / Founder
@tpisello
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Accelerating Death of the B2B Sales Rep - A Guide for Sales Enablement and Value / ROI Selling

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Two years ago Forrester pronounced the “Death of the B2B Sales Rep”, boldly predicting that 1 million B2B salespeople would be displaced by 2020.

Their belief, as B2B buyers favor digital self-service, they will by-pass sales reps, especially those that are not adding value to their buying experience.

Now, two years on, the forecast from Forrester is even gloomier, with faster than anticipated disintermediation.

Every B2B sales leader needs to be asking themselves the following critical questions: Are we starting to see this with our buyers? If not, are we at risk to be intermediated in the future? Is my sales organization delivering the type of value our buyers want? Do we even understand what value our buyers are truly looking for? What should we be doing to ensure that this does not happen with our field-force.

Jim Ninivaggi and Tom Pisello will have a lively debate, helping answer these important questions and more, providing a roadmap to address this potential Tectonic shift.

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Accelerating Death of the B2B Sales Rep - A Guide for Sales Enablement and Value / ROI Selling

  1. 1. COMPANY CONFIDENTIAL Death of the B-to-B Sales Rep? 1 Jim Ninivaggi Chief Readiness Office @jninivaggi Thomas Pisello CEO / Founder @tpisello
  2. 2. The New Facts of B-to-B Buying? 67%of the buyer's journey is now done digitally (SiriusDecisio 68%of B2B buyers prefer to research online on their own to up from 53% in 2015. (Forrester) 57%of decision cycle complete before sales reps are engaged (CEB) 75%of B2B buyers prefer buying from an e-com for convenience vs. buying from a sales rep
  3. 3. One MillionB2B sales reps will lose their jobs by 2020 Death of the B2B Sales Rep? +10% of the 4.5 million B2B sales agents 22% -33% -25% -15% (Forrester)
  4. 4. Selling Relevancy in a Digital Age? 2 million Licensed agents in US (ARELLO) 6% growth over next 10 years (Bureau of Labor & S Unique Insights Prescriptive Advice Facilitate Journey
  5. 5. Digital vs. Sales Reps? SiriusDecisi 6 8 9 5 6 8 CommitteeConsensusIndependent B-to-B Buyer Interactions Non-Human Human SelectionSolutionEducation Sales Rep Interactions 49% 62% 67% 42% 56%55% 38% 53% 54% Independent Consensus Committee Independent Consensus Committee Independent Consensus Committee Percentage of the 1,005 respondents who reported that they or someone from their organization received information from the sales repfrom the winning provider organization (vendor) to help inform their decision at that phase. # 1 Sales Presentations = most meaningful content
  6. 6. 6 Non-sequential CEB - 2017 Time Spent on Decision Making Process 27% 18% 22% 17% 16% Researching online Researching offline (peers + analysts) Meeting with internal buying team Meeting with potential suppliers Other
  7. 7. Sales Reps are Struggling to Meet Expectations? 19%of buyers trust Sales (H 80%of sales conversations are still about pitching products, with only 20% focused on buyer’s specific needs and potential outcomes (Forrester) 64%of B2B executives DON’T believe that reps understand their business problems and offer clear solutions for their unique needs (Forrester)
  8. 8. Driving Sales Relevancy? Content & Conversations Capability & Credibility Coaching & Confidence Diagnose Discover Prescribe Outcomes
  9. 9. Content & Conversations? Discovery questions Challenges + cost of status quo / “do nothing” Mapping challenges to solutions Bring in Sales Specialists Communicate and quantify differentiating business value
  10. 10. Capability & Credibility? Perpetual Readiness Interactive Personaliz ed Up to date Prescriptiv e Value
  11. 11. Coaching & Confidence? Practice and feedback Human and machine analysis
  12. 12. Next Steps? Content & Conversation Capability & Credibility Coaching & Confidence Discovery questions Solution mapping Value messaging Financial justification / TC research Battle cards Skills Education Discovery / Assessment / Benchmarking Tools Solution Sizing / Configuration Tools Business Value & ROI / TCO Tools Practice and feedback Validate and reinforce positive outcomes The Rebirth of the B2B Sales Rep: Transitioning to Relevancy
  13. 13. COMPANY CONFIDENTIAL Q&A? 13 Jim Ninivaggi Chief Readiness Office @jninivaggi Thomas Pisello CEO / Founder @tpisello

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