SlideShare a Scribd company logo
1 of 19
Download to read offline
IDC Executive Advisory Group



 IDC’s Sales Enablement
 Overview:
 Guidance for 2013
 Prepared by Michael Gerard
 mgerard@idc.com



www.idc.com/cmo
www.idc.com/salesadvisory
 Copyright 2013 IDC. Reproduction is forbidden unless authorized. All rights reserved.                     Updated 1-7-13
We Need to Change How we Enable
Sales & Channels. . .
                                                                                  Today. . .
                              Buyer Interaction: Reps are unable to sustain a dialogue with prospects
                              Demand Gen.: 650 targets -> 1 deal; 19 months mktg. and sales cycle
                              Cost of poor sales enablement for a ‘typical” $1 B firm:
                                 – $14 M in sales and marketing expenses
                                 – $100 M in lost revenue opportunity




                                                                Tomorrow’s Vision. . .
 New Org. Structure                              New Processes                          New Technology   New Metrics




       Sales Enablement:
         Mktg. & Sales

                                                                                                              www.idc.com/EAG
                                                                                                              mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                           2
What is Sales Enablement?




               IDC defines Sales Enablement as:
“The delivery of the right information to the right person at the
 right time in the right format and in the right place to assist in
          moving a specific sales opportunity forward”




                                                                                  www.idc.com/EAG
                                                                                  mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.               3
Agenda: IDC’s 2013 Sales Enablement
Strategy
 Voice of the Customer – The Buyer Speaks
 Current State of the Industry
 14 Attributes for a Best-in-Class SE Strategy
 Case Studies




                                                                                  www.idc.com/EAG
                                                                                  mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.               4
Voice of the Customer




                                                                                  www.idc.com/EAG
                                                                                  mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.               5
Today’s Marketing and Selling
   Environment – What’s Different?
                                                                                       Larger buying teams means
                                                                                       more people to “sell” to
                                                                                       – 2010: 5 People
                                                                                       – 2011: 6 people
                                                                                       – 2012: 7 people

                                                                                       Longer Buying Cycles
                                                                                       – 2010: 5 months
                                                                                       – 2011: 5.2 months
                                                                                       – 2012: 5.4 months

                                                                                       Buyers are more
                                                                                       knowledgeable, more
                                                                                       connected - and busier!
                           45% of the enterprise level buying decision is made before
                            your potential buyer even says “hello” to your sales rep.*
                                                                                         Refer to The 2012 IT Buyer Experience   www.idc.com/EAG
*Ave. respondent: $870K in total IT purchases in past 12 months                          Survey (IDC #237207)                    mgerard@idc.com
    © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                                          6
Buyer Insight: Most Valued Vendor
  Resources When Making IT Decisions
      Q: As part of your pre-purchase IT product or solution-related activities, please indicate the relative
         importance of the following on your decision-making process by using a pool of 100 points.



         Interaction with vendors' technical teams
                   (e.g., engineers, CTO)


                       Consumption of vendor content*



              Interaction with sales representatives


                   Interaction with vendors' corporate
                      executives (e.g., CEO, COO)


                                                                     Other


                                                                                    0    10             20            30                           40
                                                                                        Distribution of a pool of 100 points
n = 204
* Vendor Content: e.g., Collateral, white papers, case studies, webcasts, product information, other info. available on their web site   www.idc.com/EAG
**Refer to IDC’s Sales and CMO Advisory Research                                                                                         mgerard@idc.com
  © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                                                       7
Buyer Insight: Most Valued Vendor
Content When Making IT Decisions
Q: What types of vendor content do you most value during the IT investment decision process?



                                Financial Justification/ROI

                                                Product features

                 Product Demo or Proof of Concept

    Product/service Reviews and Test Results

                             Peer/Customer References

                                                  Industry Trends

                                Competitive Comparisons

                              Vision/Thought Leadership

                                    Customer Case Studies

                                                                   Other

                                                                                  0     10                20             30
                                                                                      % of Participants
n = 204                                                                                                        www.idc.com/EAG
                                                                                                               mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                               8
Sales Enablement




                                                       How are we doing today?

                                                                                   www.idc.com/EAG
                                                                                   mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                9
How are we Doing to Enable Sales Reps
with the Most Valued Resources?. . .
Q: On average, how long does it take for a sales rep to find the following types of information
   within your organization? Check 1 for each category.


                       ROI Related Sales Assets
                                                                                                              The 2 things that
                                                                                                             buyers value most!


                    Best Fit Pre-Sale Individual



Customer Purchase & Service History



                                 Product Information


                                                                      0%          10%   20%   30%    40%   50%      60%   70%     80%
                                                                                              % of Respondents

                                                                            1 week +      1-5 days      4-8 hours      <1/2 day

                                                                                                                          www.idc.com/EAG
Source: IDC's Sales Productivity Benchmarks Database                                                                      mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                                      10
How are Sales Folks Doing with
Buyers in this New Environment?
                                             Buyers are inundated: “Much
                                             of my commute home is
                                             “delete, delete, delete,…”

                                                                                               Over ½ of buyers who switched
                                                                                               vendors during the past year did
                                                                                               so as a result of their newer
                                                                                               vendor being more diligent and
                                                                                               reliable to their needs.



                                                 Our best vendors help us solve problems. . . . “Interact
                                                 more with our internal teams at a functional level to
                                                 understand where our pain points are, and provide
                                                 solutions to improve our revenue & profitability."


                                                         The good news?. . .
             There is opportunity to differentiate and move ahead of
                                your competition
                                                                                                                   www.idc.com/EAG
                                                                                                                   mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                                   11
Sales Enablement




                                                         Steps for improvement?

                                                                                   www.idc.com/EAG
                                                                                   mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.               12
IDC’s 14 Attributes of a Best-in-Class
Sales Enablement Strategy


                                             Feedback                                      Accountability
                                             Sales and customer                            SE function in marketing
                                              feedback process                              Next generation sales
                                             Performance measurement                        operations team



                                                                           Sales                   Relevant and
                                                                         Enablement                Valuable Intelligence
                                    Technology                                                      Content and asset lifecycle
                                 Content management                                                Content review board
                                  system                                                            Customer intelligence for
                                 Sales enablement                                                   sales
                                  platform(s)                                                       Staff: SMEs, curators,
                                 Social for sales                                                   moderators



Contact IDC for a Full
                                                                           Sales Readiness
Review of Each Area                                                         Sales process integration
 (mgerard@idc.com)                                                          Deployment strategy
                                                                            Regional enablement                                   www.idc.com/EAG
                                                                                                                                   mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                                               13
Accountability: Sales Enablement
 Spans Across Sales & Marketing

                   Marketing                                           Sales Operations                 Sales

          Marketing-Generated                                           Process Management &         Delivery, Usage, and
                Insight                                                      Governance                   Feedback
  Marketing Content and                                            Overall Project              Content Development
  Asset Management:                                                 Management
                                                                                                 Best Practice Sharing
   Content & IP Development                                       Requirements Analysis
   Materials and Offers                                                                         Collaboration
                                                                   SE Process Development
   Management of Assets                                            & Management                 Consumption & Delivery to
  Intelligence and Support:                                        Coordination With Other      Customer
   Customer Knowledge                                              “Productivity Lever”         Feedback to Other
   Industry Knowledge                                              Owners (e.g., mktg., L&D)    Content Owners
   Product Knowledge                                              Usage Management
                                                                   Metrics & Reporting


CMO & Sales Advisory Service clients, contact us to schedule                                                      www.idc.com/EAG
your free, on-site sales enablement strategy session                                                              mgerard@idc.com
  © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                             14
Sales Enablement




                                                                         Case Studies



                                                                                        www.idc.com/EAG
                                                                                        mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                    15
Sales Enablement Case Studies



                                                                                                  • 20-person cross-functional
                                                                                                    team
Nurturing a mobile                                                                                • Threw out 10,000+ pieces
mindset and driving                                                                                 of content
 productivity with
    >15k iPads


                                                                                                     • Sales takes a leading role
                                                                                                     • Meta-model and SMEs
                                                                                                       assure content relevance
                                                                                                       and quality




      Establishing a “living
     community” to optimize
                                                                                    Leveraging social to
       adoption and value
                                                                                  support 1,000+% growth

                                                                                                                      www.idc.com/EAG
Contact IDC, mgerard@idc.com, for a full review of each case study                                                    mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                                                     16
Executive Guidance




                                                                                  www.idc.com/EAG
                                                                                  mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.              17
IDC Essential Guidance for 2013
 Understand your customers’ buying processes and challenges
    as well as how your sales channels (direct and indirect) “process” knowledge
 Let go of your current paradigm
    – Sales enablement is not enterprise content management
    – Existing content assets cannot dictate your strategy
 Develop a strategy, but don’t stop there. . . Excellence in execution will be the
    differentiator here
    – Assign accountability. . . Collaborate with sales operations, develop cross-functional
      teams (e.g., content review board)
    – Take a structured approach for improvement (e.g., content and asset audit)
    – Integrate SE initiatives with other sales productivity improvement steps
 Deploy a phased roll-out strategy (e.g., region-specific)


                       Sales enablement must be a strategic initiative,
                                and not a tactical maneuver
                                                                                     www.idc.com/EAG
                                                                                     mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.                 18
• Questions?. . . Contact:
        • Michael Gerard
          VP, IDC’s CMO & Sales Advisory Practice
          mgerard@idc.com
          Follow me on Twitter: MichaelGerard
• Additional Resources:
          • Our Web Sites:
             • www.idc.com/cmo
             • www.idc.com/salesadvisory
          • Our CMO & Sales Blogs:
             • www.techmarketingblog.blogspot.com
             • blog.salesadvisorypractice.com

                                                                                  www.idc.com/EAG
                                                                                  mgerard@idc.com
© 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission.              19

More Related Content

Recently uploaded

Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxRich Reba
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration TrainingCalvinarnold843
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckHajeJanKamps
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdfChris Skinner
 
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdfChris Skinner
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfShashank Mehta
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Careerr98588472
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...Hector Del Castillo, CPM, CPMM
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHelp Desk Migration
 
14680-51-4.pdf Good quality CAS Good quality CAS
14680-51-4.pdf  Good  quality CAS Good  quality CAS14680-51-4.pdf  Good  quality CAS Good  quality CAS
14680-51-4.pdf Good quality CAS Good quality CAScathy664059
 
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...PRnews2
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky
 
Types of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfTypes of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfASGITConsulting
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 

Recently uploaded (20)

Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptx
 
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptxThe Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration Training
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deck
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf
 
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
20220816-EthicsGrade_Scorecard-JP_Morgan_Chase-Q2-63_57.pdf
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors Data
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Career
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
How to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your BusinessHow to Conduct a Service Gap Analysis for Your Business
How to Conduct a Service Gap Analysis for Your Business
 
14680-51-4.pdf Good quality CAS Good quality CAS
14680-51-4.pdf  Good  quality CAS Good  quality CAS14680-51-4.pdf  Good  quality CAS Good  quality CAS
14680-51-4.pdf Good quality CAS Good quality CAS
 
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
Introducing the AI ShillText Generator A New Era for Cryptocurrency Marketing...
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate Professional
 
Types of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfTypes of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdf
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
Toyota and Seven Parts Storage Techniques
Toyota and Seven Parts Storage TechniquesToyota and Seven Parts Storage Techniques
Toyota and Seven Parts Storage Techniques
 

2013 Sales Enablement Strategy - For Marketing & Sales

  • 1. IDC Executive Advisory Group IDC’s Sales Enablement Overview: Guidance for 2013 Prepared by Michael Gerard mgerard@idc.com www.idc.com/cmo www.idc.com/salesadvisory Copyright 2013 IDC. Reproduction is forbidden unless authorized. All rights reserved. Updated 1-7-13
  • 2. We Need to Change How we Enable Sales & Channels. . . Today. . .  Buyer Interaction: Reps are unable to sustain a dialogue with prospects  Demand Gen.: 650 targets -> 1 deal; 19 months mktg. and sales cycle  Cost of poor sales enablement for a ‘typical” $1 B firm: – $14 M in sales and marketing expenses – $100 M in lost revenue opportunity Tomorrow’s Vision. . . New Org. Structure New Processes New Technology New Metrics Sales Enablement: Mktg. & Sales www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 2
  • 3. What is Sales Enablement? IDC defines Sales Enablement as: “The delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward” www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 3
  • 4. Agenda: IDC’s 2013 Sales Enablement Strategy  Voice of the Customer – The Buyer Speaks  Current State of the Industry  14 Attributes for a Best-in-Class SE Strategy  Case Studies www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 4
  • 5. Voice of the Customer www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 5
  • 6. Today’s Marketing and Selling Environment – What’s Different?  Larger buying teams means more people to “sell” to – 2010: 5 People – 2011: 6 people – 2012: 7 people  Longer Buying Cycles – 2010: 5 months – 2011: 5.2 months – 2012: 5.4 months  Buyers are more knowledgeable, more connected - and busier! 45% of the enterprise level buying decision is made before your potential buyer even says “hello” to your sales rep.* Refer to The 2012 IT Buyer Experience www.idc.com/EAG *Ave. respondent: $870K in total IT purchases in past 12 months Survey (IDC #237207) mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 6
  • 7. Buyer Insight: Most Valued Vendor Resources When Making IT Decisions Q: As part of your pre-purchase IT product or solution-related activities, please indicate the relative importance of the following on your decision-making process by using a pool of 100 points. Interaction with vendors' technical teams (e.g., engineers, CTO) Consumption of vendor content* Interaction with sales representatives Interaction with vendors' corporate executives (e.g., CEO, COO) Other 0 10 20 30 40 Distribution of a pool of 100 points n = 204 * Vendor Content: e.g., Collateral, white papers, case studies, webcasts, product information, other info. available on their web site www.idc.com/EAG **Refer to IDC’s Sales and CMO Advisory Research mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 7
  • 8. Buyer Insight: Most Valued Vendor Content When Making IT Decisions Q: What types of vendor content do you most value during the IT investment decision process? Financial Justification/ROI Product features Product Demo or Proof of Concept Product/service Reviews and Test Results Peer/Customer References Industry Trends Competitive Comparisons Vision/Thought Leadership Customer Case Studies Other 0 10 20 30 % of Participants n = 204 www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 8
  • 9. Sales Enablement How are we doing today? www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 9
  • 10. How are we Doing to Enable Sales Reps with the Most Valued Resources?. . . Q: On average, how long does it take for a sales rep to find the following types of information within your organization? Check 1 for each category. ROI Related Sales Assets The 2 things that buyers value most! Best Fit Pre-Sale Individual Customer Purchase & Service History Product Information 0% 10% 20% 30% 40% 50% 60% 70% 80% % of Respondents 1 week + 1-5 days 4-8 hours <1/2 day www.idc.com/EAG Source: IDC's Sales Productivity Benchmarks Database mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 10
  • 11. How are Sales Folks Doing with Buyers in this New Environment? Buyers are inundated: “Much of my commute home is “delete, delete, delete,…” Over ½ of buyers who switched vendors during the past year did so as a result of their newer vendor being more diligent and reliable to their needs. Our best vendors help us solve problems. . . . “Interact more with our internal teams at a functional level to understand where our pain points are, and provide solutions to improve our revenue & profitability." The good news?. . . There is opportunity to differentiate and move ahead of your competition www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 11
  • 12. Sales Enablement Steps for improvement? www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 12
  • 13. IDC’s 14 Attributes of a Best-in-Class Sales Enablement Strategy Feedback Accountability  Sales and customer  SE function in marketing feedback process  Next generation sales  Performance measurement operations team Sales Relevant and Enablement Valuable Intelligence Technology  Content and asset lifecycle  Content management  Content review board system  Customer intelligence for  Sales enablement sales platform(s)  Staff: SMEs, curators,  Social for sales moderators Contact IDC for a Full Sales Readiness Review of Each Area  Sales process integration (mgerard@idc.com)  Deployment strategy  Regional enablement www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 13
  • 14. Accountability: Sales Enablement Spans Across Sales & Marketing Marketing Sales Operations Sales Marketing-Generated Process Management & Delivery, Usage, and Insight Governance Feedback Marketing Content and  Overall Project  Content Development Asset Management: Management  Best Practice Sharing  Content & IP Development  Requirements Analysis  Materials and Offers  Collaboration  SE Process Development  Management of Assets & Management  Consumption & Delivery to Intelligence and Support:  Coordination With Other Customer  Customer Knowledge “Productivity Lever”  Feedback to Other  Industry Knowledge Owners (e.g., mktg., L&D) Content Owners  Product Knowledge  Usage Management  Metrics & Reporting CMO & Sales Advisory Service clients, contact us to schedule www.idc.com/EAG your free, on-site sales enablement strategy session mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 14
  • 15. Sales Enablement Case Studies www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 15
  • 16. Sales Enablement Case Studies • 20-person cross-functional team Nurturing a mobile • Threw out 10,000+ pieces mindset and driving of content productivity with >15k iPads • Sales takes a leading role • Meta-model and SMEs assure content relevance and quality Establishing a “living community” to optimize Leveraging social to adoption and value support 1,000+% growth www.idc.com/EAG Contact IDC, mgerard@idc.com, for a full review of each case study mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 16
  • 17. Executive Guidance www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 17
  • 18. IDC Essential Guidance for 2013  Understand your customers’ buying processes and challenges as well as how your sales channels (direct and indirect) “process” knowledge  Let go of your current paradigm – Sales enablement is not enterprise content management – Existing content assets cannot dictate your strategy  Develop a strategy, but don’t stop there. . . Excellence in execution will be the differentiator here – Assign accountability. . . Collaborate with sales operations, develop cross-functional teams (e.g., content review board) – Take a structured approach for improvement (e.g., content and asset audit) – Integrate SE initiatives with other sales productivity improvement steps  Deploy a phased roll-out strategy (e.g., region-specific) Sales enablement must be a strategic initiative, and not a tactical maneuver www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 18
  • 19. • Questions?. . . Contact: • Michael Gerard VP, IDC’s CMO & Sales Advisory Practice mgerard@idc.com Follow me on Twitter: MichaelGerard • Additional Resources: • Our Web Sites: • www.idc.com/cmo • www.idc.com/salesadvisory • Our CMO & Sales Blogs: • www.techmarketingblog.blogspot.com • blog.salesadvisorypractice.com www.idc.com/EAG mgerard@idc.com © 2013 IDC. For Internal Use Only. Not for Distribution without IDC Permission. 19