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Copyright © 2001-2016 Alinean, Inc.Copyright © 2001-2016 Alinean, Inc.
SiriusDecisions Sales Secrets: Aligning to
Customer...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved2
2016 Sales Content Survey: Demographics
SiriusDecisions ga...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved3
Reps need two distinct content types: external-facing cont...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved4
The Influence of Sales Content in a Won Deal
79% of b-to-b...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved5
Education Solution Selection
The Path to Purchase Is Paved...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved6
Activation Content: Anatomy of a Win
Buyers received/consu...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved7
Activation Content: Education Stage
Winning organizations ...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved8
Activation Content: Education Stage
Winning organizations ...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved9
Activation Content: Solution Stage
Winning reps are more l...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved10
Solution
Activation Content: Solution Stage
Winning reps ...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved11
Activation Content: Selection Stage
Winning reps develop ...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved12
RFP
response
Personal
email
Analyst
report
Sales
demo
pre...
Copyright © 2001-2016 Alinean, Inc.
Sales Content Challenge #1: Uncovering Needs
13
80% say uncovering buyer needs is crit...
Copyright © 2001-2016 Alinean, Inc.
Sales Content Challenge #2: Not More, But More Personalized
14
32% more solution provi...
Copyright © 2001-2016 Alinean, Inc.
Sales Content Challenge #3: Articulating Unique Value
15
#1 reason sales reps didn’t a...
Copyright © 2001-2016 Alinean, Inc.
Education Solution Selection
Roadmap for Uncovering Needs & Articulating Unique Value
...
Copyright © 2001-2016 Alinean, Inc.
ValueStory® - A Better Tool for Uncovering Needs & Articulating Unique Value
17
Copyright © 2001-2016 Alinean, Inc.
Tell your ValueStory long after your Engagement
18
Copyright © 2001-2016 Alinean, Inc.
Where to Start? A Solid Value Matrix™ Foundation
19
Copyright © 2001-2016 Alinean, Inc.Copyright © 2001-2016 Alinean, Inc.
SiriusDecisions Sales Secrets:
Aligning to Customer...
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SiriusDecisions Sales Content Secrets - Aligning to Customer Needs and Challenges

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The importance of sales content remains strong, with 79% of b-to-b buyers reporting that the content provided by a rep is very to extremely influential in their selection of one vendor over another

New research results from SiriusDecisions reveal the significance of Sales Content to winning more business, revealed by Heather Cole, Services Director of Sales Enablement with SiriusDecisions, in a compelling webcast interview with Alinean’s own Tom Pisello.

In the session, Heather indicated that more sales content than anticipated was being leveraged by sales reps throughout each stage of the buyer’s journey, with the research tallying an average of 6.3 pieces delivered to buyers in the Education phase, 6.1 in Solution, and 4.9 in Selection,

But more content does not guarantee accelerated decisions, greater deal size or more wins. The research quantified for the first time that all content is not created equal, with a decided difference in the assets used more often by the highest performing sales reps compared to low performers and middlers. Most importantly, the research uncovered and ranked content as to perceived value to buyers.

Interpreting the results, Heather Cole exposed how today’s B2B buyer isn’t valuing product videos and glossy brochures as high as one might think. Rather, decision makers want relevant insights and transformative advice, perceiving 3rd party research and articles as most valuable, as well as valuing solid ideas and proposals based on identified needs.

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SiriusDecisions Sales Content Secrets - Aligning to Customer Needs and Challenges

  1. 1. Copyright © 2001-2016 Alinean, Inc.Copyright © 2001-2016 Alinean, Inc. SiriusDecisions Sales Secrets: Aligning to Customer Needs & Challenges 1 Tom Pisello CEO / Founder tom@alinean.com @tpisello @AlineanROI http://www.alinean.com Heather Cole Service Director, Sales Enablement Heather.Cole@siriusdecisions.com @SiriusDecisions http://www.siriusdecisions.com
  2. 2. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved2 2016 Sales Content Survey: Demographics SiriusDecisions gathered sales interaction data from a panel of qualified b- to-b buyers, across industries, enterprise size, and role. 23% 22% 23% 17% 15% Less than $50 million $50 - 499 million $500 million - $999 million $1 - 3 billion More than $3 billion Buyer Role Types Decisionmakers………………….....43% Influencers……………………………..57% Purchase Occurrence <30 Days………………………………..57% <90 Days………………………………..21% <180 Days………………………………11% <365 Days……………………………...11% Previous Experience Novice……………………………………. 17% Experienced……………………………83% Buyer Company Size
  3. 3. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved3 Reps need two distinct content types: external-facing content to activate with buyers and internal-facing content to empower success. EMPOWERACTIVATE Sales Content: Defined
  4. 4. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved4 The Influence of Sales Content in a Won Deal 79% of b-to-b buyers report that the content provided by a rep is very to extremely influential in their selection of one vendor over another. Content 79% 16% 5% Interactions 68% 23% 10% Slightly or not at all Moderately Very to extremely
  5. 5. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved5 Education Solution Selection The Path to Purchase Is Paved in Content Throughout the decision-making process, buyers are receiving and consuming content from marketing and sales. 6.3 Average # of sales assets consumed by buyer, per rep 6.1 4.9
  6. 6. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved6 Activation Content: Anatomy of a Win Buyers received/consumed 22% more content overall from winning reps, and the content they provided was more likely to be perceived as high impact. Education Solution Selection Deal Winners Runners-Up 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  7. 7. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved7 Activation Content: Education Stage Winning organizations understand and leverage influencers, and foster relationships early on with relevant thought leadership content. Static brochure/ sales Sales demo presentation Promotional video Interactive brochure/ web page Sales intro presentation Case studyIndustry articles (vendor) Industry articles (3rd party) Analyst report Blog post (3rd Party) Education Δ 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Δ Δ Δ Deal Winners Runners-Up
  8. 8. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved8 Activation Content: Education Stage Winning organizations understand and leverage influencers, and foster relationships early on with relevant thought-leadership content. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Static brochure/ sales Sales demo presentation Promotional video Interactive brochure/ web page Sales intro presentation Case studyIndustry articles (vendor) Industry articles (3rd party) Analyst report Blog post (3rd Party) 1 2 3 4 5 6 7 10 Education Deal Winners Runners-Up
  9. 9. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved9 Activation Content: Solution Stage Winning reps are more likely to provide custom solution content and informative collateral materials to intuitively bring customer and offering together. Industry articles (vendor) RFP response Sales Proposal presentation Case study Sales demo presentation DemoIndustry Articles (3rd Party) Sales intro presentation Discovery findings document Static brochure/ sales sheet 0% 5% 10% 15% 20% 25% 30% 35% 40% Δ Δ Δ Δ Δ Solution Deal Winners Runners-Up
  10. 10. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved10 Solution Activation Content: Solution Stage Winning reps are more likely to provide custom solution content and informative collateral materials to intuitively bring customer and offering together. 0% 5% 10% 15% 20% 25% 30% 35% 40% 4 2 3 5 8 6 7 10 Industry articles (vendor) RFP response Sales Proposal presentation Case study Sales demo presentation DemoIndustry Articles (3rd Party) Sales intro presentation Discovery findings document Static brochure/ sales sheet Deal Winners Runners-Up
  11. 11. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved11 Activation Content: Selection Stage Winning reps develop strong personal relationships with prospects, but also enable that prospect to be an extension of the seller internally. Selection RFP response Personal email Analyst report Sales demo presentation Sales proposal presentation Sales intro presentation 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% DemoProposalContract Deal Winners Runners-Up Δ Industry articles (vendor)
  12. 12. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved12 RFP response Personal email Analyst report Sales demo presentation Industry articles/ (vendor) Sales proposal presentation Sales intro presentation Activation Content: Selection Stage Winning reps develop strong personal relationships with prospects, but also enable that prospect to be an extension of the seller internally. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Selection DemoProposalContract 21 3 8 9 7 4 6 5 Deal Winners Runners-Up
  13. 13. Copyright © 2001-2016 Alinean, Inc. Sales Content Challenge #1: Uncovering Needs 13 80% say uncovering buyer needs is critical to success 2/3rds of solution providers struggle to understand those needs
  14. 14. Copyright © 2001-2016 Alinean, Inc. Sales Content Challenge #2: Not More, But More Personalized 14 32% more solution provider communications than 2 years ago Too many look-alike white papers? Death by slide deck
  15. 15. Copyright © 2001-2016 Alinean, Inc. Sales Content Challenge #3: Articulating Unique Value 15 #1 reason sales reps didn’t achieve quota = Inability to articulate unique value 2011, 2012, 2013, 2014, 2015, 2016 71% Inability to Communicate & Quantify
  16. 16. Copyright © 2001-2016 Alinean, Inc. Education Solution Selection Roadmap for Uncovering Needs & Articulating Unique Value Capture Interest Diagnose buyer needs Cost of “Do Nothing” Align proposed solutions Quantify benefits Tally ROI Advantages Proven outcomes 3rd party validation PAIN Reptilian Brain, Emotions Pathos NOT SAME Middle Brain, Credibility Ethos GAIN New Brain, Logic Logos
  17. 17. Copyright © 2001-2016 Alinean, Inc. ValueStory® - A Better Tool for Uncovering Needs & Articulating Unique Value 17
  18. 18. Copyright © 2001-2016 Alinean, Inc. Tell your ValueStory long after your Engagement 18
  19. 19. Copyright © 2001-2016 Alinean, Inc. Where to Start? A Solid Value Matrix™ Foundation 19
  20. 20. Copyright © 2001-2016 Alinean, Inc.Copyright © 2001-2016 Alinean, Inc. SiriusDecisions Sales Secrets: Aligning to Customer Needs & Challenges 20 Tom Pisello CEO / Founder tom@alinean.com @tpisello @AlineanROI http://www.alinean.com Heather Cole Service Director, Sales Enablement Heather.Cole@siriusdecisions.com @SiriusDecisions http://www.siriusdecisions.com

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