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Interactive Value Creation
What a Buyer Wants What a
Seller Needs
Tom Pisello, Founder and CEO, Alinean
Nancy Maluso, Rese...
2 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
Agenda
 Challenges to Revenue Growth
 Buyer Needs
 Seller...
Activating Buyers to Buy
Content used by high performers to move buyers to purchase
4 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
2016 Sales Content Survey: Buyer Demographics
SiriusDecision...
5 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
2016 Sales Content Survey: Demographics
SiriusDecisions gath...
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved
6
The Influence of Sales Content in a Won Deal
79 percent o...
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved 7
Education Solution Selection
The Path to Purchase Is Pave...
Empowering Winning Reps
Content in the high-performer’s training regimen
9 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
Top Inhibitors to Revenue Growth
Source: SiriusIndex 2017
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved 10
2016 Sales Talent Survey: Demographics
SiriusDecisions g...
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved 11
2016 Sales Talent Survey: Demographics
SiriusDecisions g...
SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved 12
Empowerment Content: High vs. Low Performers
High-perfor...
13 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
Decision is made on the approach on
how to change and vendo...
Empowering the Win
Driving Value Actualization into the Selling Process
15 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
Value Actualization Tools
• Ability to discover and assess ...
16 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
Activate
Buyer
Embed VA in website for client
self-service
...
17 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
The Buyer’s Journey – Value Actualization Roadmap
http://al...
18 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions
Value Actualization Tool Examples
http://alinean.com/client...
Interactive Value Creation
What a Buyer Wants What a
Seller Needs
Tom Pisello, Founder and CEO, Alinean
Nancy Maluso, Rese...
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SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of Sales Enablement + Value Actualization

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You need to arm your sales reps with the right messaging, content and tools to make them more successful, but exactly what works best, and what should you be investing more in this year to assure sales success?

In this presentation, SiriusDecisions reveals important research on just what buyers are looking for from B2B solution providers, and what you can do to meet these needs and get your sales reps to be even more successful.

Nancy Maluso, Research Director for Sales Enablement Strategies at SiriusDecisions exposes the right messaging, content and tools you need to facilitate buyer decision making and drive more wins, especially how more personalized, value-focused and data driven content and tools are now required.

Recommended for:
• Sales Enablement
• Product and Content Marketing
• Sales Leadership
• Value Consultants / Practice Leaders

Presented By: Nancy Maluso, SiriusDecisions Research Director, Sales Enablement Strategies and Tom Pisello, Alinean, CEO and Founder.

Published in: Sales
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SiriusDecisions: What a Buyer Wants, What a Seller Needs - The importance of Sales Enablement + Value Actualization

  1. 1. Interactive Value Creation What a Buyer Wants What a Seller Needs Tom Pisello, Founder and CEO, Alinean Nancy Maluso, Research Director, SiriusDecisions
  2. 2. 2 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions Agenda  Challenges to Revenue Growth  Buyer Needs  Seller Needs  Value Actualization
  3. 3. Activating Buyers to Buy Content used by high performers to move buyers to purchase
  4. 4. 4 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions 2016 Sales Content Survey: Buyer 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 billionBuyer Role Types Decisionmakers………………….....43 % Influencers……………………………..5 7% Purchase Occurrence <30 Days……………………………….. 57% <90 Days……………………………….. 21% <180 Buyer Company Size
  5. 5. 5 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions 2016 Sales Content Survey: Demographics SiriusDecisions gathered sales interaction data from a panel of qualified b- to-b buyers across industries, enterprise sizes and roles. 3% 9% 12% 3% -1% 4% 8% 3% 24% 7% 5% 4% 3% 15% Automotive Financial services High-tech Government Higher ed Healthcare Information services Media or entertainment Manufacturing Retail Telecommunications Transportation Utilities Other 25% 24% 8% 7% 7% 7% 6% 4% 4% 4% 3% 1% CXO IT LOB BI Sales Finance Marketing Procurement Manufacturing HR Product Mgmt Legal
  6. 6. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 6 The Influence of Sales Content in a Won Deal 79 percent of b-to-b buyers report that the content provided by a rep is very to extremely influential in their selection Interactions Content 79%68% 16% 23% 5% 10% Slightly or not at all Moderately Very to extremely
  7. 7. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 7 Education Solution Selection The Path to Purchase Is Paved in Content On average, buyers consume a significant number of assets delivered to them by the rep and 22% MORE from a winning rep 6.3 6.1 4.9 1. Analyst report 2. Third party industry article 3. Vendor industry article 4. Case Study 5. Sales intro presentation 6. Interactive web page 7. Sales demo presentation 1. Proposal 2. Third party industry article 3. Demo 4. Sales intro presentation 5. Sales demo presentation 6. Sales proposal presentation 7. RFP response 1. Contract 2. Proposal 3. Sales proposal presentation 4. Demo 5. RFP response 6. Personalized email 7. Analyst report Average # assets Source: SiriusDecisions 2016 Sales Content Survey
  8. 8. Empowering Winning Reps Content in the high-performer’s training regimen
  9. 9. 9 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions Top Inhibitors to Revenue Growth Source: SiriusIndex 2017
  10. 10. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 10 2016 Sales Talent Survey: Demographics SiriusDecisions gathered sales enablement data from a panel of b-to-b sellers across industries, enterprise size and role. 18% 18% 17% 14% 17% 17% Less than $10 million $10 - 100 million $101 - 500 million $501 million - $1 billion $1.1 - 5 billion More than $5 billion Tenure Less than 1 year…..................23% 1-2 years…………………………..15% 3-4 years ….............................21% More than 5 years …...............41% Quota Attainment Last year over…......................25% 2 years over ….......................18% 2+ years over ….......................18% Company Size
  11. 11. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 11 2016 Sales Talent Survey: Demographics SiriusDecisions gathered sales enablement data from a panel of b-to-b sellers across industries, enterprise size and role. 40% 6% 1% 10% 6% 18% 7% 1% 6% 5% Field rep Frontline manager (field sales) Frontline manager (inside sales) Inside sales rep (non-quota, lead generating) Inside sales rep (quota-bearing) National accounts Sales director (field sales) Sales director (inside sales) Sales engineer Sales VP 1% 7% 9% 7% 1% 8% 5% 2… 17% 7% 4% 3% 3% 26% Automotive Financial services High-tech Professional services Consumer services Healthcare Information services Media or entertainment Manufacturing Retail Telecommunications Transportation Utilities Other
  12. 12. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 12 Empowerment Content: High vs. Low Performers High-performing reps consume 68% more content at the front end of the sales cycle compared to low-performing peers. 5.2 3.3 2.4 3.1 3.9 1.2 High Performer Low Performer Early Middle Late 1. Call scripts / elevator pitches 2. Account planning tools 3. Objection handling worksheet 4. Sales success stories 5. Targeted e-learning 6. Call planning worksheets 7. Competitive knockout stories 8. Competitive solution comparisons 1. Video examples (mock customer conversations 2. Targeted e-learning 3. Negotiation planning tools 4. Messaging roadmaps 5. Buyer persona profiles 6. Whiteboard guidelines 7. Competitive landscape guides 8. Solution guides 1. Competitive product comparisons 2. Sales methodology guides 3. Competitive knockout stories 4. Sales success stories 5. Customer industry news 6. Objection handling worksheets 7. Call planning worksheets 8. Sales process checklist Source: SiriusDecisions 2016 Sales Talent Survey
  13. 13. 13 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions Decision is made on the approach on how to change and vendor of choice Influence Decision Decision is made to pursue solution with vendor of choice Decision is made that there is a reason for change Introduce/Educate Value Prop Key Industry Trends and Facts Business Insights Positioning (Vendor) Qualify Challenges, Opportunities Pain Points Use Cases, Proof Points Needs Diagnostics Identify Solution Claim (What if you could...?) Transition (Would that help?) Positioning (Offering) Alignment to Challenges Propose Solution Differentiators (Vendors, In-House, Do Nothing) Use Cases, Proof Points Value: Business, Personal, Functional Offering Details Justify Investment Validation (Against Other Initiatives) Business Case, Financial Value Risk Mitigation Implementation Close References Use Cases, Proof Points Engagement Plan Customer Onboarding Content Components Educate Why? Selection Who? Solution How? BuyingDecision ProcessGate Sales Process Stages Initiate Decision Support Decision Content Purpose The SiriusDecisions Buyer-Centric Sales Presentation Framework
  14. 14. Empowering the Win Driving Value Actualization into the Selling Process
  15. 15. 15 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions Value Actualization Tools • Ability to discover and assess pain points • Customized to buyer, market segment and need • Provide value insights based on needs • Buyer driven metrics and value • Quantify value delivered by products and solutions to specific buyers • Multiple value results beyond the ROI metric may include: • Time savings • Revenue generation • Operational efficiency • Risk Reduction There has to be a story about what it means to me, the buyer
  16. 16. 16 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions Activate Buyer Embed VA in website for client self-service Add VA location links to outbound prospecting efforts Awareness/ Educate Needs Confirmation Solution Development Finalize Solution Agree on Terms Decision Loosening of status quo Committing to change Exploring solutions Committing to a solution Justifying the decision Selection/ ownership Information inquiry proposal accepted Invited to final presentation, contract requested Utilization of Value Actualization Tools Buyer Stages Desired Outcomes Seller Stages Empower Seller Utilize “quick and clear” VA tool with talking points, objection handling and propensity to buy to support customer interaction and assist with discovery and probing Embed value estimations using client data into client presentations based on specific needs of that buyer Delivery compelling business case utilizing differentiated value Provide results to buyer champion for use internal to secure approval Use effective probing techniques to obtain realistic values for VA tool use Quantify and communicate buyer- specific value Utilize to quantify differentiated value that can debunk competitors
  17. 17. 17 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions The Buyer’s Journey – Value Actualization Roadmap http://alinean.com/buyers-journey/
  18. 18. 18 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions Value Actualization Tool Examples http://alinean.com/clients/#examples
  19. 19. Interactive Value Creation What a Buyer Wants What a Seller Needs Tom Pisello, Founder and CEO, Alinean Nancy Maluso, Research Director, SiriusDecisions

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