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The Marketer's Guide To Sales Enablement

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The Marketer's Guide To Sales Enablement

  1. 1. The Marketer’s Guide to Sales Enablement Kyle Jepson
  2. 2. Kyle Jepson kjepson@hubspot.com @kyle_jepson /in/kyleanthonyjepson
  3. 3. Our purpose is to educate and inspire people so that we, together, transform the way the world does business.
  4. 4. 1. Defining Enablement 2. Marketing-Driven Sales Enablement 3. Expanding Enablement 4. AMA Today’s Agenda
  5. 5. DEFINING ENABLEMENT
  6. 6. Definition Sales Enablement
  7. 7. Definition Sales Enablement noun
  8. 8. Definition Sales Enablement noun It looks like you’re writing a dictionary. Would you like help?  Get help with writing the dictionary.  Just type the dictionary without help.
  9. 9. Definition Sales Enablement noun
  10. 10. Definition Sales Enablement noun ???????????????
  11. 11. Definition Sales Enablement noun ???????????????
  12. 12. Definition Sales Enablement noun ??????????????? Did you mean “Sales Ennoblement”?
  13. 13. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
  14. 14. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity. What about training?
  15. 15. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity. And incentives? What about training?
  16. 16. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity. And recruiting? And hiring? And-- And incentives? What about training?
  17. 17. FOCUS ON WHAT YOU CAN DO TO INCREASE SALES.
  18. 18. Definition Sales Enablement noun The processes, content, and technology that empower sales teams to sell efficiently at a higher velocity.
  19. 19. MARKETING-DRIVEN SALES ENABLEMENT
  20. 20. • Robust Definitions • Transparent Accountability • Sales-Focused Content • Strategic Support Marketing-Driven Sales Enablement
  21. 21. • Robust Definitions • Transparent Accountability • Sales-Focused Content • Strategic Support Marketing-Driven Sales Enablement
  22. 22. MARKETING AND SALES NEED A SHARED UNDERSTANDING OF WHAT A QUALIFIED LEAD IS.
  23. 23. IDEAL CUSTOMER PROFILE A checklist of the most basic attributes someone needs to have in order to be successful as your customer.
  24. 24. • Wants to live in Seattle • Has an annual income of at least $90,000 • Has a credit score of at least 700 • Can pass a background check Sample Ideal Customer Profile
  25. 25. • Consumer brand • Product discernable in a photo • Investing heavily in media • Executing media in-house • Big (>1,000 employees on LinkedIn) Spotted Media’s Ideal Buyer Profile
  26. 26. What are the key traits a person or organization has to have in order to be a good fit for your offering? List them out and turn them into a checklist. Key Traits ~~~~~~~~~ ~~~~~~~~~~~~~ ~~~~~ ~~~~~~~~ ~~~~~~~~~~~~~~~~~
  27. 27. Lead Qualification Matrix GoodFitPoorFit Leads
  28. 28. Lead Qualification Matrix GoodFitPoorFit Leads QUALIFIED UNQUALIFIED
  29. 29. NOT ALL QUALIFIED LEADS ARE READY TO TALK TO SALES.
  30. 30. Awareness Stage Consideration Stage Decision Stage The Buyer’s Journey EMOJI ISLAND
  31. 31. Awareness Stage Consideration Stage Decision Stage The Buyer’s Journey EMOJI ISLAND
  32. 32. Awareness Stage Consideration Stage Decision Stage The Buyer’s Journey EMOJI ISLAND
  33. 33. Awareness Stage Consideration Stage Decision Stage The Buyer’s Journey EMOJI ISLAND
  34. 34. Awareness Stage Consideration Stage Decision Stage The Buyer’s Journey EMOJI ISLAND
  35. 35. Lead Qualification Matrix GoodFitPoorFit Sales-Ready Unready
  36. 36. HAND RAISER Someone who explicitly asks to talk to sales.
  37. 37. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready
  38. 38. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING
  39. 39. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES NURTURING NURTURING SALES MARKETING
  40. 40. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING
  41. 41. THE MORE LEADS YOU HAVE, THE HIGHER YOUR LEAD QUALIFICATION STANDARDS CAN BE.
  42. 42. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING
  43. 43. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready SALES SALES MARKETING LOW VOLUME: SALES HIGH VOLUME: MARKETING
  44. 44. 1. Where are they coming from? Are particular sources sending you bad leads? 2. Why are they coming to you? Is there something wrong with your messaging? 3. Who should they be buying from? Can you redirect them? 4. How do they feel about your company? If they love you, don’t discourage their evangelism. If You Have a Lot of Poor-Fit Leads
  45. 45. • Robust Definitions • Transparent Accountability • Sales-Focused Content • Strategic Support Marketing-Driven Sales Enablement
  46. 46. SERVICE-LEVEL AGREEMENT (SLA) An agreement between a service provider and its customer that guarantees a certain output.
  47. 47. 1. What is your company’s revenue goal? 2. How many sales do you need to achieve that goal? 3. How many marketing qualified leads do you need to get that number of sales? Creating an SLA
  48. 48. SAMPLE SLA “Every month, marketing will deliver 1,000 qualified leads to sales, and sales will contact each of those leads within 24 hours of receiving it.”
  49. 49. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready
  50. 50. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready
  51. 51. Lead Qualification Matrix GoodFitPoorFit Hand Raisers Sales-Ready Unready CLOSE RATE * SALE PRICE = LEAD VALUE CLOSE RATE * SALE PRICE = LEAD VALUE
  52. 52. SAMPLE SLA “Every month, marketing will deliver $100,000 in lead value to sales, and sales will contact every marketing qualified lead within 24 hours of receiving it.”
  53. 53. • Robust Definitions • Transparent Accountability • Sales-Focused Content • Strategic Support Marketing-Driven Sales Enablement
  54. 54. THE MORE EDUCATION YOU CAN PROVIDE YOUR PROSPECTS BEFORE THEY MEET WITH SALES, THE MORE QUALIFIED THEY’LL BE WHEN THEY GET THERE.
  55. 55. • What is your product? • How much does your product cost? • What are the common problems with your product? • How does your product compare to your competitors’? • What’s required to be successful with your product? Questions Your Content Should Answer: h/t They Ask You Answer by Marcus Sheridan
  56. 56. Content Matrix Persona Pain Feature Content VP of Marketing Admin Work Automation Blog Post: “Intro to Workflows” Ebook: “Marketing Automation 101” Content Creation CMS Video: “HubSpot’s CMS” Blog: “What Is a CMS?” Blog: “Why CMS Matters” Content Strategy Ebook: “2018 Content Strategy Guidebook” Video: “Pillar Pages” h/t The Sales Enablement Playbook by Cory Bray and Hilmon Sorey
  57. 57. • Robust Definitions • Transparent Accountability • Sales-Focused Content • Strategic Support Marketing-Driven Sales Enablement
  58. 58. • Customer Reference Calls – Connect happy customers to similar prospects. • Competitive Intelligence – Where do we win? Where do we lose? What does the competition say about us? • Deal Strategy – On-demand consulting for individual deals that we need an extra edge to win. (Special topics, additional resources, other teams, etc.) Three Kinds of Strategic Support: h/t Ben Cotton
  59. 59. • Robust Definitions • Transparent Accountability • Sales-Focused Content • Strategic Support Marketing-Driven Sales Enablement
  60. 60. EXPANDING ENABLEMENT
  61. 61. • How can Legal enable sales? Company-Wide Sales Enablement
  62. 62. • How can Legal enable sales? • How can HR enable sales? Company-Wide Sales Enablement
  63. 63. • How can Legal enable sales? • How can HR enable sales? • How can the c-suite enable sales? Company-Wide Sales Enablement
  64. 64. • How can Legal enable sales? • How can HR enable sales? • How can the c-suite enable sales? • How can Product enable sales? Company-Wide Sales Enablement
  65. 65. • How can Legal enable sales? • How can HR enable sales? • How can the c-suite enable sales? • How can Product enable sales? • How can Customer Service enable sales? Company-Wide Sales Enablement
  66. 66. MAKE MARKETING THE ENABLEMENT DEPARTMENT.
  67. 67. • How can Legal enable sales? How can marketing enable Legal? • How can HR enable sales? How can marketing enable HR? • How can the c-suite enable sales? How can marketing enable execs? • How can Product enable sales? How can marketing enable Product? • How can Customer Service enable sales? How can marketing enable Customer Service? Company-Wide Sales Enablement
  68. 68. ASK ME ANYTHING!
  69. 69. Kyle Jepson kjepson@hubspot.com @kyle_jepson /in/kyleanthonyjepson
  70. 70. THANK YOU.

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