SiriusDecisions Paths to B2B Growth Webinar

•

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Corporate Visions

Business

© 2014 SiriusDecisions. All Rights Reserved 2
Agenda
•  Aligning Around Growth
•  The Five Pillars of B2B Growth
•  Enabling Growth Across the Five Pillars

© 2014 SiriusDecisions. All Rights Reserved 4
B-to-B Companies Focus On Growth

SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 5
2014 Outlook
How Much Will Your Company Grow?
2% 2%
32%
36%
17%
1%
10%
1%
3%
28%
35%
21%
6%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Contract Flat 1 - 10% 11 - 20% 21 - 40% 41 - 60% 60% +
Under $500M
Over $500M
While economic analysts focus on sluggish capital markets, b-to-b
organizations are preparing for growth.

The Five Pillars of Intelligent Growth
Alignment around growth starts with a shared strategy

© 2014 SiriusDecisions. All Rights Reserved 7
“We are now on the GSA schedule with 10 agencies
on pilots.” – Steve Singh, CEO
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
7© 2014 SiriusDecisions. All Rights Reserved

© 2014 SiriusDecisions. All Rights Reserved 8
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
“Who we sell to has evolved.” – Shantanu Narayen, CEO
8© 2014 SiriusDecisions. All Rights Reserved

© 2014 SiriusDecisions. All Rights Reserved 9
“IBM has invested $24 billion in big data and analytics.”
– Ginni Rometty, CEO
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
Offerings
Launch of new products/services, or enhancement of the current portfolio3
9© 2014 SiriusDecisions. All Rights Reserved

© 2014 SiriusDecisions. All Rights Reserved 10
“…$83 billion in M&A and shareholder returns.”
– Ken Bond, VP Investor Relations
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
Offerings
Launch of new products/services, or enhancement of the current portfolio3
Acquisition
Purchase of other companies, or the incubation of new business units4
10© 2014 SiriusDecisions. All Rights Reserved

© 2014 SiriusDecisions. All Rights Reserved 11
“We are simplifying everything we do.” – Jeff Immelt, CEO
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic segments using
existing/new offerings
1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas2
Offerings
Launch of new products/services, or enhancement of the current portfolio3
Acquisition
Purchase of other companies, or the incubation of new business units4
Productivity
Maximizing efficiency, effectiveness and engagement5
11© 2014 SiriusDecisions. All Rights Reserved

© 2014 SiriusDecisions. All Rights Reserved 12
Five Ways to Grow: One Common Challenge

SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 13
21%
24%
24%
29%
32%
35%
65%
71%
0% 20% 40% 60% 80%
Lack of quality leads from marketing
Our offerings do not have competitive differentiation
Our reps lack the required knowledge
Our reps lack the necessary selling skills
Lack of useful/relevant content from marketing
Inability to manage today's more educated buyer
Our reps spend too much time on non-selling activities
Rep's ability to connect our offerings to client business
Top Business Issues for Sales in 2014
Reps spend too much time on non-sales activities, which limits the
time required to fully understand the needs of the client.

© 2014 SiriusDecisions. All Rights Reserved 14
Most Prominent Inhibitors to Sales Achieving Quota
14
Insufficient Leads
Poor Sales Skills
Too Many Products to Know
Information Gap
(Industry, Solution, Etc.)
Inability to Communicate
Value Messages
26.0%
24.3%
21.4%
16.0%
13.3%
Source: SiriusDecisions SiriusIndex

© 2014 SiriusDecisions. All Rights Reserved 15

© 2014 SiriusDecisions. All Rights Reserved 16

Sales Enablement’s Role
Knowledge, Skills and Assets

© 2014 SiriusDecisions. All Rights Reserved 18
Knowledge, Skills and Tools

© 2014 SiriusDecisions. All Rights Reserved 19
Three Ways to Have Knowledgeable Reps
Hire Train Augment

© 2014 SiriusDecisions. All Rights Reserved 20
Skills: Practice, Feedback, Application
VS

© 2014 SiriusDecisions. All Rights Reserved 21
Assets to Enhance the Conversation
•  White Boards
•  Playbooks
•  ROI Tools
•  Leave Behinds (Champion Enablement)
•  Story here is enhancing the conversation through a better prepared rep
and to support the conversation – but not replace the conversation

© 2014 SiriusDecisions. All Rights Reserved 22
Three Levels of Certification
Content
Mastery
Structured
Simulation
In-field
Observation

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