Sales Enablement and Outcome Selling, Forrester Research

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Brad Holmes from Forrester keynoted MassTLC's sales enablement summit on 6/3/2011.

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  • Complexity issue brought on by market forces- PRODUCTIVITY and EFFICIENCY are the goals. Message gets pushed top-down through the chains of command, and ultimately ends up in various functional areas of the business. The original goal and the paths taken to get to that goal start branching off randomly based on the interpretations and perspectives of executives at each level within different silos of the organization.
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  • Sales Enablement and Outcome Selling, Forrester Research

    1. 1. Sales Enablement and Outcome Selling <br />Brad HolmesVP and Practice Leader<br />June 3rd, 2011<br />
    2. 2. Sales Enablement is an emerging leadership role<br />Fastest growing role for Forrester in 2011 – 1,800 clients<br />Team of 20 analysts, consultants, and client engagement professionals<br />Helping SE Professionals drive change and deliver results<br />
    3. 3. SE defined (collaboratively with clients)<br />Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.<br />
    4. 4. SE in practice<br />To accomplish this goal, portfolio, marketing, and sales teams must work cross-functionally to create effective sales content and programs that map to a holistic customer model and that are delivered on a common platform.<br />
    5. 5. Forrester analysts have been in the trenches<br />Scott Santucci <br />Outcome selling <br />SE Strategies<br />Modeling customers <br />The hidden costs of sales support<br />Brian Lambert<br />Establishing brand value in the trenches<br />Ensuring adoption of sales enablement initiatives<br />Leading the sales training and development function<br />Dean Davison<br />Leveraging a defined and shared view of customer business problems<br />Engineering portfolio solutions for simplicity at the point of sale<br />Infusing customer-focused business intelligence into portfolio messages<br />
    6. 6. Why Sales Enablement now?<br />
    7. 7. November 2008 “Engineering Valuable Sales Conversations”<br />CEOs React To Colliding Market Forces<br />
    8. 8. Senior level executives are looking for answers<br />
    9. 9. October 2010 “A SIMPLE Sales Enablement Framework”<br />Random Acts Of Sales Support Create Unneeded Complexity, Overwhelming Sales Forces<br />
    10. 10. April 2009 “Uncovering The Hidden Costs Of Sales Support”<br />Hidden Costs And Inefficiencies Lurk In Sales And Marketing Budgets<br />
    11. 11. 2000<br />18.1%<br />2009<br />13.4%<br />What is the implication of the bottleneck?<br />SG&A<br />As a % of 2000<br />Revenue<br />Relative growth of revenue and SG&A, normalized to 2000. Not adjusted for inflation <br />
    12. 12. What do buyers think?<br />
    13. 13. November 2008 “Engineering Valuable Sales Conversations”<br />Product-First Engagement Model Promotes Commodity Perception<br />
    14. 14. What do buyers perceive?<br />
    15. 15. What do buyers want?<br />
    16. 16. What do buyers experience?<br />
    17. 17. The selling system is not adapting quickly enough to accommodate our changing business strategy <br />CEOs conclude<br />
    18. 18. Where are we headed? <br />
    19. 19. November 2008 “Engineering Valuable Sales Conversations”<br />Design An Engineered Approach To Sales Conversations<br />
    20. 20. Why Outcomes?<br />
    21. 21. Disaster Recovery Service Providers<br />
    22. 22. IT Asset Lifecycle Mgt<br />
    23. 23. Outcome Selling represents a change in “state”<br />
    24. 24. Value transfer is what we all do<br />
    25. 25. Focus on the value communication system like a supply chain <br />Basic value communication system<br />Customer<br />Vender <br />Audience<br />Message<br />Messenger<br /><br />+<br />
    26. 26. The value you communicate is the "know how" your clients need to achieve an outcome<br />Pattern<br />Audience<br />Message(s)<br />Messenger(s)<br />+<br />Outcome selling is a go-to-market approach in which you design your value communications system to optimize the value your customers realize.<br />
    27. 27. Problem<br />Product<br />Pattern<br />Place<br />Path<br />Promotion<br />Proof<br />Price<br />
    28. 28. Thank you<br />Brad Holmes<br />bholmes@forrester.com<br />617 613 6037<br />

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