The document outlines a 5-step process for sales transformation: 1) Executive Sponsorship to build support and visibility, 2) Governance to coordinate cross-functional teams, 3) Full Engagement through changing company culture, 4) Establishing new Metrics to track performance, and 5) Optimizing sales Processes and addressing common problems. It discusses challenges companies face with existing sales approaches and the need for dynamic sales processes to improve results.

1. #AccelerateQTC
Ken Krogue
May 4, 2017
The Science of Sales Transformation

2. Founder & President
@kenkrogue
Ken Krogue

3. • New Division
• Sales Transformation
– Executive Sponsorship
– Governance
– Full Engagement
– Metrics
– Process
Agenda

4. 4
NEW DIVISION

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Last…
DealSize($)
Days Until End of Month
DEAL SIZE BY DAY OF MONTH

6. Introducing
6

7. 7
SALES TRANSFORMATION

8. 3 FORMS OF SALES TRANSFORMATION
Start Up Accelerate Turnaround

9. 5 Steps
Sales TransformationTM
1. Executive Sponsorship
2. Governance
3. Full Engagement
4. Metrics
5. Process

10. 10
SALES TRANSFORMATION
#1 Executive Sponsorship

11. Executive Sponsors don’t
know their role58%
Rosci – Best Practices in Change Management – 2016 Edition

13. Active and Visible
1. Build a coalition
2. Communicate & Promote
3. Participate visibly throughout

14. TO DELEGATE IS TO DIE

15. 15
SALES TRANSFORMATION
#2 Governance

16. Marketing
Most Needed72.9%
Executive Top Challenges – 2017 – InsideSales.com

17. -11.2% HR
Gap in Helpfulness
Executive Top Challenges – 2017 – InsideSales.com

18. Legal
Least Helpful
Executive Top Challenges – 2017 – InsideSales.com
45.3%

20. 20
SALES TRANSFORMATION
#3 Full Engagement

21. Execs
culture is top challenge23.9%
Rosci – Best Practices in Change Management – 2016 Edition

22. Clayton
Christensen
4 LEVELS OF
CULTURE
Love
Duty
Fear
Hate

23. 23
SALES TRANSFORMATION
#4 Metrics

24. Execs
metrics are top challenge18.5%
Rosci – Best Practices in Change Management – 2016 Edition

25. Baselines & Weigh-ins
25

26. 26
SALES TRANSFORMATION
#5 Process

27. TOP 5 PROBLEMS: PROCESS & PEOPLE
0%
10%
20%
30%
40%
50%
60%
70%
Lead quantity &
quality
Pipeline
management &
forecasting
Prospecting Recruiting &
hiring
Performance
management
Process
People
57.6%
46.7%
42.4%
34.8% 32.3%
Executive Top Challenges – 2017 – InsideSales.com

28. Identify Target
Lead
Import to SFDC
Call with
PowerDialer
Manager Exports
from STA
Mngr import to SF,
Set priority and Assign Owner
Mrkt. nurtures leads
Mngr. Manually
Prioritizes by Title, Score,
etc.
YesNo
Data scientist scores
leads
Self-Prospect:
Linked-In,
ZoomInfo
Sufficient Leads per
Account?
Yes
No
Set Priority and
Workflow
Mngr. Manually
Prioritizes by Title, Function
1x week
Mngr. import to SF & Assign
Rep
Leadsengaged?
Dom. List –
Inbound
Dom. List - Events
Mngr. Reviews Lead Report
Yes
No
Mngr. Check if Blacklist?
Mngr. Exports AccountsMngr. Updates Account
Scores
1x/Mo.
Contact
YES
Contact
Later
Create Callback Task
YES
Interest
NO
Interest
Contact
NO
Lead Status
Change: Attempting
Contact
Manual VM+
Email Cadence
Dom. List
Done
QualificationUsingRulesofRoad
Change Status:
Contacted Working
Qualified Using
Rules of Road
NoYes
Change
Status: Wrong
Person
Create Appt. in
Outlook w/ GTM Plug-
in
Set Appt.
Check Closer Outlook
Cal.
Set Appointment in SF
Convert: Stage 1 Opp.
Notes in
SF
List Views
Dom. List –
Purchased
List
Dom. List –
Pipeline
Appt. Held w/
Closer & BDR
Create Lead for Right Contact
Change Status:
Nurture or Disqualified
Appt. Not
Held
Vorsight
7.6%
Companies do not have a
dynamic sales process70%
CSO Insights

30. Current State
30

31. Future State
31

32. 5 Steps of Sales
TransformationTM
1. Executive Sponsorship
2. Governance
3. Full Engagement
4. Metrics
5. Process

33. #AccelerateQTC
@kenkrogue
Thank You