As executives compare e-commerce strategies to traditional selling through account managers and field sales reps, it’s helpful to view data on what works. Our speakers will discuss how to use an online dashboard to gain a comprehensive look at such data as sales of product categories and particular SKUs via self-service e-commerce and through sales reps. Companies can use that data to determine which products sell well without discounted prices through online self-service and which require a sales rep’s expertise. Companies can also view customer satisfaction ratings for the purchase of the same products sold through self-service e-commerce and through sales reps, then decide what they need to do to improve customer satisfaction through each channel. Our speakers will explain how using dashboard analytics provides executives with the perspective to ensure both their e-commerce system and their sales reps are performing at the highest levels for the best return on investment, and how they can use dashboard data to determine the steps to improve performance.
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Insite Software and Geriatric Medical at IRCE 2016: Does eCommerce Self-Service Top the Performance of Sales Reps?
1. 1 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Does eCommerce Self-
Service Top the Performance
of Sales Reps?
Point of View
Prepared by:
Insite Software
2. 2 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
• Senior director of Customer Growth Services at
Insite Software
• Focus on early stage B2B eCommerce
• Practitioner perspective, practical strategist
• Director of Marketing and eCommerce at
Geriatric Medical (Insite User/Customer)
• Oversees all integrated eCommerce and marketing
strategy, implementation and results
• Extensive Magento and Insite Commerce experience
Introductions
3. 3 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Key question
Does eCommerce
self-service outperform
sales reps?
4. 4 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Performance depends on situation
Self-Service Channel
• Initial research
• Transactional buying
• Subscription buying
• Account management
• Status checks
Sales Rep Channel
• Complex quoting
• Complex solution selling
• Adoption of digital
• Account expansion
• Managing organizational
risk & political journey
Achieving desired performance requires alignment of
channel capabilities to the buyer’s need.
5. 5 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Performance comparison is difficult
Self-Service KPIs
• Return on ad spend
• Conversion %
• Straight buy %
• Rebuy %
• Self service goal
completion %
Sales Rep KPIs
• Quote to close %
• Revenue retention
• Account MRR / ARR
• Adoption rate of digital
• Distribution compliance
with sales program
Desired outcomes are not the same in different
channels. KPIs in each channel will be different.
6. 6 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Value of analytics and analysis
Offline Engagement
• Print catalogs
• Packaging
• Job site visits
• Phone
• Fax
• Tradeshows
Online Engagement
• Paid media
• Website, portals
• Emails
• Mobile site
• Mobile app
Analytics can be applied to understand channel
contribution, cross-channel influence, sales rep
contribution, and where to invest.
7. 7 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Practical analytics example – email
8. 8 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
KPI dashboard example #1 (online only)
9. 9 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
KPI dashboard example #2 (with sales reps)
10. 10 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer trends
• Decreasing average age (born digital)
• Liquid expectations for all experiences
• Move across channels seamlessly (when incented)
18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+
11. 11 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer migration dashboard
12. 12 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer migration value model
13. 13 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Seller trends
• Transitioning from product focus to customer focus
• Increasing awareness that B2C experiences will not
serve the complexity of B2B
• Increasing segmentation and alignment of messages
14. 14 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer engagement by seller
15. 15 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Basic sales performance comparison
• Revenue
• Order volume
• Order value
• Unit volume
• Unit value
• CLTV
16. 16 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Key question
How can the performance
of both self-service and
sales reps be improved?
17. 17 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Tools for self service & sales reps
18. 18 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Key takeaways
• Channels should complement, not compete
• KPIs should reflect desired outcomes; use
caution when using the same KPIs for self-service
and sales reps
• The sales force needs tools to understand the
customer and engage with digital solutions
• Analytics should unite offline and online data
19. 19 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Q&A
20. 20 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
1 (866) 746-0377
info@insitesoft.com
Insitesoft.com
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