Full PDF version downloadable at www.firstpartner.net. This FirstPartner Market Map provides a concise and comprehensive review of B2B Sales Effectiveness, the necessary players in the organisation and their interactions. It includes all the stakeholders of Sales Effectiveness in an organisation, and their contributions to focusing on the customer. The dynamics are shown to provide a clear view on how contributing disciplines such as Sales Training, Sales Enablement, Sales Efficiency and Salesforce Effectiveness fit in the overall goal of an organisation's Sales Effectiveness. A view is also provided of Sales & Marketing Alignment. Key contributing metrics are also detailed for organisational benchmarking.
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1. 2013 Achieving B2B Sales Effectiveness Tim Ellis tellis@firstpartner.net
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Optimise Sales Executive level sponsorship for initiatives ORGANISATION Sales forecasting / analytics Using Enabling
aimed at shortening the sales cycle
Performance by: ENABLEMENT Technologies of:
Source: Aberdeen Group Lead to Replication of “A players” by identifying
Win 2012 03/2012
Sales performance management Source: Aberdeen Group Lead to
and sharing their winning documentation Win 2012 03/2012
Performance analytics against agreed-to
Central repository for sales proposals or contracts
objectives (metrics) are reviewed regularly
OrganisationTraining &
Defined roles &
Defined metrics for analysing the sales reponsibilities development
Senior Management Operations Content management
productivity impact of changes in the sales cycle
Laggard Industry Best In Finance HR, IT Best In Industry Laggard
Average Class Class Average
SALES MARKETING
t
en
lem
r
Best in Class performers achieve: ab Sales / Marketing Mutual Goal Awareness:
En
Ma sigh
s
ale
in
rke t &
S
t & stra
e
Best In Best In
cu teg
Class
of all sales reached their quota in
s Class
fit K
of all sales reached their quota in average year on year increase in
sto ie
of Marketing respondents had a of Sales repondents had a strong of all sales reached their quota in
co ey
the previously measured year
ct ne
the previously measured year corporate revenues understanding of Marketing goals
strong understanding of Sales goals the previously measured year
m s
du be m cu
er
o pe sto
Pr ge &
Industry
Average tit m Industry
n PY
or er Average
led in &
Laggard n ow Maximise both cutsomer conversion results &
sig
ht
k Laggard
t
contact time through faster sales cycles.
Identify key drivers of results to monitor and
refine underlying processes & activities Source: Aberdeen Group Survey of 385 enterprises 10/2011
and share common characteristics: within the organisation
r CO
Top 6 Key Challenges in B2B marketing success:
Verticals
Strategic
Product
Partner
aION
use a formal sales enoy executive level identify internal subject Target the right
Target & penetrate the Lack of resources Lack of ability to Limited ability to Lack of sufficient
Marketing
methodology, preferably support for sales training matter experts whose
customers supported
Sales
supplied by an external initiatives expertise is available to in staffing, stop executing develop content insight on target
most promising and budgeting or and think audience
providor members of the sales team
by key customer & time strategically
Sales
profitable markets and
competitor
information to be able
Effectiveness sectors by aligning
PAT
messaging to capitalise
Alignment
Source: MarketingSherpa
to deliver the best
and focus on better conversations: on both the value B2B Marketing Benchmark
Key Account
value proposition & Lack of Lack of reliable Report 2012
proposition and
maximum RoI on the alignment data to drive
Channel
competitor’s
t
Promotional
between sales & decisions
selling system marketing
weaknesses
Create more
meaningful sales
Enhance sales
prospecting,
Increase deal size
and/or close ratio
Adopt better
understanding of
Standardise
messaging and
Replicate “A
Players” within
“Best in Class” deliver their Marketing Messages with:
Increase levels of customer satisfaction, repeat
s ALU
conversations nurturing, buyers’ changing sales process sales team
that address negotiating, behaviour
buyer’s overall closing and business & innovation through better customer
business needs executing skills insight, organisational focus and deeper Best In
Class
Source: Aberdeen Group Survey of 310 enterprises 10/2012 customer relationships average number of delivery tactics
r
of Marketing Budget allocated to tailoring content to profile of
Content Marketing used decision maker
l
na g es
Top 5 Key B2B Sales Leadership Challenges: tio essa
i
Industry
o Average
rel
om ng M
Cu nshi
Co
at
Pr ti
io
m
sto p in
ke
m
ar
Laggard
me sig
un pro
Responding to Aligning the sales Responding to
Achieve engagement of both
F
M
Payment
pricing pressures process with pricing pressures
r
ica po
from competitors, customers’ from competitors,
customer & non customer facing
tio sitio
the market & decision making the market &
,
functions in the organisation on ds ds to achieve the organisational goals of:
customers behaviour customers
n o ns
ht
customer & market needs ee tren
fb
Source: Frost & Sullivan Survey 2012
tn
Buying ke es & Needs to
es
V
Global Sales Leadership Priorities -
ar ng
t va
survey of 564 enterprises worldwide
behaviour: M le satisfy:
lu
E
Brand Awareness Customer Lead Generation Customer Retention Thought
al
Streamlining the Integrating
e
sales process win/loss analysis Acquisition / Loyalty Leadership
with sales
strategies ch
- control their - will find out 3
journey through the pieces of content Sustainable
buying cycle much quality levels Sales
about a vendor for Engagement Website Traffic Lead
more than today’s Gaining
Customer
every 1 piece that Sustainable TCO Management /
Prepared by vendors control the marketing publish reductions
competitive Nuturing
selling cycle advantage
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or sales deliver
Reduced risk Source: Content Marketing Institute
in the B2B Content Marketing Worldwide
Social supply chain Survey 2013
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from 2/3 to 90%
through their journey
personalised
attention MARKETS Regulatory Improved
before they reach out Business Risk business
e: hello@firstpartner.net Compliance risk Innovation
to a vendor Minimisation sustainability &
reduction
www.firstpartner.net risk
Source: Forrester 10/2012 Source: FirstPartner