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The Building Blocks of Sales Enablement - TSR 2018

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If you are looking to establish or evolve a sales enablement function that improves sales performance, this content is for you. If you need help, complete the form at https://www.mikekunkle.com/services

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The Building Blocks of Sales Enablement - TSR 2018

  1. 1. The Building Blocks of Sales Enablement …and a look to the future Mike Kunkle Sales Transformation Architect Transforming Sales Results, LLC Mike Kunkle Founder & Sales Transformation Architect Transforming Sales Results, LLC Transforming Sales Results more than you think possible in ways you didn’t expect.
  2. 2. Agenda Building Blocks of Sales Enablement • What Exactly Is Sales Enablement? • The Building Blocks of Sales Enablement • How to Get Started (or Upgrade) • A Look to the Future. 2
  3. 3. What Exactly Is Sales Enablement?
  4. 4. Sales Enablement (Un)Defined • CSO Insights: A strategic, collaborative discipline designed to increase predictable sales results by providing consistent, scalable enablement services that allow customer-facing professionals and their managers to add value in every customer interaction. • IDC: Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. • Forrester: 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. • SiriusDecisions: Sales has the skills, knowledge, process expertise and access to assets to maximize every buyer interaction. This outcome is executed in three primary areas sales talent management (attract, onboard, optimize) sales asset management (aggregate, create, manage) and sales communications management (govern, deliver, advocate). • Gartner: The activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects. • Aberdeen: A strategic alignment of resources and actions to produce effective, efficient sales operations. • TOPO: Sales enablement is the process of providing the sales organization with the information, content, and tools that help sales people sell more effectively. The foundation of sales enablement is to provide sales people with what they need to successfully engage the buyer throughout the buying process. Bricks in the Wall Sales Operations Product Marketing Marketing OperationsCustomer Success Finance Field Sales Demand Generation Human Resources IT Legal Sales Development Training Cross-Functional Collaboration 4
  5. 5. Sales Enablement (Un)Defined Sales Enablement Society (October 26, 2017, Working Draft) • Sales Enablement ensures buyers are engaged at the right time and place • with the right assets • by well-trained client-facing staff • to provide a world-class experience along the customer’s journey. • While utilizing the right sales and performance management technologies • in addition to synergizing cross-organizational collaboration • Sales Enablement optimizes the selling motion • in order to increase pipeline, move opportunities forward and win bigger deals more efficiently to drive profitable growth. • http://www.sesociety.org/home 5
  6. 6. Sales Enablement (Un)Defined Sales Enablement Community of ATD The Association for Talent Development defines Sales Enablement as: The mechanism responsible for collaborating across functions to promote sales success through: • talent selection • talent development • tool & process improvement • coaching • incentive & compensation design Note: In addition to collaboration, which is key in sales enablement, there are three other foundational competency clusters from ATD’s World-Class Sales Competency Model that make up the base for all roles within the sales ecosystem (including sales enablement): solution, insight, and effectiveness. https://www.td.org/Communities-of-Practice/Sales-Enablement 6
  7. 7. Sales Enablement Today (General Market) General Focus • Marketing - Sales messaging and buyer engagement content • Sales Asset Management - Finding the right content at the right time for the right buyer • Training & Talent Acquisition Support - Competencies; sales onboarding, ongoing development, internal sales support content • Sales Process & Sales Methodology - Competencies; implementation and support • Technology & Tools - Supporting Sales in being more efficient or effective • Support Services • Sales Communication Management • Sales Manager Enablement (inconsistent but growing). SiriusDecisions 2017 Sales Enablement Study 7
  8. 8. Sales Enablement Today (Results Leaders) + Change Management Crowdsourced from Top SE Leaders © 2018 Transforming Sales Results, LLC 8
  9. 9. The Building Blocks of Sales Enablement
  10. 10. Sales Enablement Building Blocks © 2018 Transforming Sales Results, LLC 10
  11. 11. Sales Enablement Building Blocks Analytics Benchmark your sales metrics: including conversion ratios, deal size, cross-sell, ramp-up times for onboarding, pipeline velocity, content sharing, KPIs – whatever is important for your business. Track results pre-/post-training. Also track your sales onboarding and learning metrics. Analyze everything. 11© 2018 Transforming Sales Results, LLC
  12. 12. Sales Enablement Building Blocks Buyer Acumen Identify your buyer personas: what problems are they trying to solve, how do they make decisions, what outcomes are they trying to achieve, what are the metrics that matter most to each? Document your buyer’s journey, including Buying Process Exit Criteria (aka decision process and decision criteria). 12© 2018 Transforming Sales Results, LLC
  13. 13. Sales Enablement Building Blocks Sales Process Align your sales process to the buyer’s journey. Document tasks and exit criteria for buyers and sellers. 13© 2018 Transforming Sales Results, LLC
  14. 14. Sales Enablement Building Blocks Buyer Engagement Content Align your marketing content (including demand gen campaigns), sales content/collateral, and sales messaging to identify the problems, and address the buying process exit criteria. 14© 2018 Transforming Sales Results, LLC
  15. 15. Sales Enablement Building Blocks Sales Methodology Select appropriate sales methodologies for prospecting, opportunity management, and strategic account management/ development. Develop sales competencies by role from a top-producer analysis whenever possible, or proven best practices. Customize. 15© 2018 Transforming Sales Results, LLC
  16. 16. Sales Enablement Building Blocks Sales Training Build sales onboarding/training that supports the above. Develop ongoing training based on sales competency gaps and new offerings. Train managers (first) then reps. Establish a system: Train, Sustain Knowledge, Develop Skills, Transfer Skills, and Coach to Mastery 16© 2018 Transforming Sales Results, LLC
  17. 17. Sales Enablement Building Blocks Sales Support Content Develop sales support, job aids, checklists, training reminders, calculators and other tools, to support process/methodology. 17© 2018 Transforming Sales Results, LLC
  18. 18. Sales Enablement Building Blocks Sales Tools & Technology Select and implement sales technology to support your sales force, create efficiency, and increase time spent selling. 18© 2018 Transforming Sales Results, LLC
  19. 19. Sales Enablement Building Blocks Sales Manager Enablement Select an appropriate sales coaching model. Train managers on coaching. Foster a coaching culture. Determine your management operating rhythm / management disciplines you want to instill. Train managers on that. 19© 2018 Transforming Sales Results, LLC
  20. 20. Sales Enablement Building Blocks Systems Thinking Implement an Sales Support System, supported by an Sales Learning System, to perpetuate the above and pull everything together. 20© 2018 Transforming Sales Results, LLC
  21. 21. Sales Enablement Building Blocks Communication Manage communication to the sales team: becoming the single point of contact and communication. 21© 2018 Transforming Sales Results, LLC
  22. 22. Sales Enablement Building Blocks (Consolidated) Analytics Benchmark your sales metrics: including conversion ratios, deal size, cross-sell, ramp-up times for onboarding, pipeline velocity, content sharing, KPIs – whatever is important for your business. Track results pre-/post-training. Also track your sales onboarding and learning metrics. Analyze everything. Buyer Acumen Identify your buyer personas: what problems are they trying to solve, what outcomes are they trying to achieve, what are the metrics that matter to each? Document your buyer’s journey, including buying process exit criteria or (decision process and decision criteria). Sales Process Align your sales process to the buyer’s journey. Document tasks and exit criteria for buyers and sellers. Buyer Engagement Content Align your marketing content (and lead-gen campaigns), sales content/collateral, and sales messaging to identify the problems, and address the buying process exit criteria. Sales Methodology Select appropriate sales methodologies for prospecting, opportunity management, and strategic account management/development. Develop sales competencies by role from a top-producer analysis whenever possible, or proven best practices. Customize. Sales Training Build sales onboarding/training that supports the above. Develop ongoing training based on sales competency gaps and new offerings. Train managers (first) then reps. Establish a system: Train, Sustain Knowledge, Develop Skills, Transfer Skills, and Coach to Mastery. Sales Support Content Develop sales support, job aids, checklists, training reminders, calculators and other tools, to support process/methodology. Sales Tools/Technology Select and implement sales technology to support your sales force, create efficiency, and increase time spent selling. Sales Manager Enablement Select an appropriate sales coaching model. Train managers on coaching. Foster a coaching culture. Determine your management operating rhythm / management disciplines you want to instill. Train managers on that. Systems Thinking Implement an Sales Support System, supported by an Sales Learning System, to perpetuate the above and pull everything together. Communication Manage communication to the sales team: becoming the single point of contact and communication. © 2018 Transforming Sales Results, LLC 22
  23. 23. Sales Enablement in 2 Systems: Support and Learning © 2018 Transforming Sales Results, LLC 23
  24. 24. Sales Learning System Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 1 5 4 3 2 Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers © 2018 Transforming Sales Results, LLC 24
  25. 25. Sales Learning System Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline sales managers Guide the Change (The 5 Stages) • Teach the content, validate learning occurred • Sustain the knowledge • Develop skills (practice with expert feedback loops) • Transfer and apply skills on the job • Coach to mastery over time 1 5 4 3 2 © 2018 Transforming Sales Results, LLC 25
  26. 26. 5 Stages of Sales Mastery & Behavior Change Stage 1: Knowledge Acquisition Stage 2: Knowledge Sustainment Stage 3: Skill Development Stage 4: Skill Transfer Stage 5: Skill Mastery STAGE Recorded webinar on the 5 Stages: http://bit.ly/STSTonSMM-11142017 Acquire the knowledge behind the skill with examples and assessments/tests to validate learning. eLearning, Classroom Instruction (FTF or Virtual), Assessments WHAT HOW WHY Sustain the knowledge; reverse the “forgetting curve.” Q&A, Check-Ins, Assessments, Learning Reinforcement Systems Develop and practice skills. Convert knowledge into behavior. Flipped Classrooms, Role Playing, Live Simulations, Virtual Coaching Tools Apply the newly- acquired and practiced skills in the workplace. Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance Support Guide and coach reps to skill mastery and performance outcomes, over time. Sales Analytics, Field Training and Coaching, Coaching Forms and Tools Learn something new. Known to work. What, Why, & How. Don’t forget. Just because they learned something, doesn’t mean they’ll retain it. Develop skills. Just because they know and remember, doesn’t mean they can do it. Apply skills. Just because they can do it, doesn’t mean they will. (Skill/Will Matrix) Achieve mastery. Just because they tried it, doesn’t mean they did it well or will continue. © 2018 Transforming Sales Results, LLC 26
  27. 27. Sales Learning System Learning Design Manager Enablement Knowledge Acquisition Knowledge Sustainment Skill Development Skill Transfer Coaching to Mastery Measures Change Management Performance Management 2 Training Content The 5 Stages of Sales Mastery & Behavior Change Prepare for Change • Ensure that your training content will get results • Design a great learning experience • Engage, enable, and empower frontline managers Guide the Change • Teach the content, validate learning occurred • Sustain the knowledge • Develop skills (practice with expert feedback loops) • Transfer and apply skills on the job • Coach to mastery over time Cement the Change • Get metrics and measures in place • Manage to behavior and performance expectations • Lead and manage the change until it cements in the culture 1 5 4 3 © 2018 Transforming Sales Results, LLC 27
  28. 28. Consider Sales Enablement Support Services (SLA) What SE Support Services do you want to provide? • Buyer- and customer-facing presentations (creation / customization) • Account or contact research / prospecting preparation • Preparation services for meetings • RFP support • Deal Desk • Coaching services. © 2018 Transforming Sales Results, LLC 28
  29. 29. Transfer4 Job Aids/Systems Manager Toolkits Sales Playbooks EPSS How Sales Tools/Services Can Support The 5 Stages Learning Platforms Knowledge Skill Sustainment “Game Film” 1 3 2 5 Mastery Coaching Learning Reinforcement Systems START Training Content Must Get Results When Used Virtual Practice Environments © 2018 Transforming Sales Results, LLC 29
  30. 30. How To Get Started
  31. 31. How to Get Started Hey Martha, how do I get to Carnegie Hall? That depends, Bob. Where are you now? 31
  32. 32. Develop a Charter Why Why are you adding a (or evolving your) Sales Enablement function? What • What will you be doing (or adding/evolving to)? • How will you define Sales Enablement? (Analysts, SES, ATD, mine, some combo?) • What roles will you support? (AE, AM, SDR, BDM, SE, FLSM, other?) Who • Who is going to do it? • Where/to whom will this function report? • Who else will you collaborate with? How How will this work be done and to what level? Developing your charter is about getting clarity and setting expectations. © 2018 Transforming Sales Results, LLC 32
  33. 33. Develop a Charter: What and How Based on staffing, budget, and resources: • Which of the Building Blocks will your SE team support? • How will you sew them together with systems thinking and communication management? • What level of SE Support Services can you provide? - Account research support - Customized presentation support - Meeting preparation support - RFP support - Deal Desk - Coaching services. SE Support Services Sales Enablement Building Blocks with Support Services © 2018 Transforming Sales Results, LLC 33
  34. 34. Assess Against Your Charter Gap Analysis Current State Desired Future State Point A Point B Impact Analysis 34
  35. 35. Use the Frameworks as your Diagnostic Tools © 2018 Transforming Sales Results, LLC 35
  36. 36. Determine Your Tool Strategy © 2018 Transforming Sales Results, LLC 36
  37. 37. Prepare and Execute with Continuous Improvement • Laser focus on sales productivity 37
  38. 38. • Directionless (no charter) • Order-taking • Knee-jerk reactions • No collaboration • Lack of root-cause analysis • Poor solution design (ex: training solution for a non-training problem) • Task-oriented, project/initiative-oriented approach • Not tied or only loosely-tied to sales productivity outcomes • Lack of change management • No measurement • Lack of evaluation. What To Avoid in Your Sales Enablement Function 38
  39. 39. A Look To The Future
  40. 40. Sales Performance Ecosystem © 2018 Transforming Sales Results, LLC 40
  41. 41. © 2018 Transforming Sales Results, LLC 41 Sales Performance Ecosystem
  42. 42. The Wider World of Business Performance Improvement Performance Consulting is a process in which a client and consultant partner to accomplish the strategic outcome of optimizing workplace performance in support of business goals. ~ Jim and Dana Robinson Human Performance Technology (HPT) is: • a systematic approach to improving productivity and competence, uses a set of methods and procedures -- and a strategy for solving problems -- for realizing opportunities related to the performance of people. • a process of selection, analysis, design, development, implementation, and evaluation of programs to most cost- effectively influence human behavior and accomplishment. • a systematic combination of three fundamental processes: performance analysis, cause analysis, and intervention selection, and can be applied to individuals, small groups, and large organizations. ~ International Society of Performance Improvement Organization Development (OD) is the practice of developing organization capability through alignment of strategy, structure, management processes, people, and rewards and metrics. ~ Organization Development Network Six Sigma is a defined and disciplined business methodology to increase customer satisfaction and profitability by streamlining operations, improving quality and eliminating defects in every organization-wide process. ~ Six Sigma Institute 42
  43. 43. The Wider World of Business Performance Improvement Human Performance Technology (HPT) is: • a systematic approach to improving productivity and competence, uses a set of methods and procedures -- and a strategy for solving problems -- for realizing opportunities related to the performance of people. • a process of selection, analysis, design, development, implementation, and evaluation of programs to most cost- effectively influence human behavior and accomplishment. • a systematic combination of three fundamental processes: performance analysis, cause analysis, and intervention selection, and can be applied to individuals, small groups, and large organizations. ~ International Society of Performance Improvement Organization Effectiveness (OE) Lean Sigma Total Quality Management (TQM) Industrial & Organizational Psychology (IOP) Organizational Behavior (OB). 43 Performance Consulting is a process in which a client and consultant partner to accomplish the strategic outcome of optimizing workplace performance in support of business goals. ~ Jim and Dana Robinson Organization Development (OD) is the practice of developing organization capability through alignment of strategy, structure, management processes, people, and rewards and metrics. ~ Organization Development Network Six Sigma is a defined and disciplined business methodology to increase customer satisfaction and profitability by streamlining operations, improving quality and eliminating defects in every organization-wide process. ~ Six Sigma Institute
  44. 44. Sales Enablement (Re)Defined My Definition: HOW: The use of diagnostic and problem-solving methods, sales and marketing strategy, cross-functional alignment, and solutions that include research, systems, process, methodology, training, technology, and analytics… WHAT: …to effectively hire, prepare, develop, and support sales talent (sellers, managers, and leaders)… WHY: …to uncover and solve buyers’ challenges, enable buyers’ opportunities, and deliver desired outcomes for clients, better than their competition, to continuously improve all aspects of sales performance and profitably grow the business. © 2018 Transforming Sales Results, LLC 44
  45. 45. Sales Enablement Meets Performance Consulting © 2018 Transforming Sales Results, LLC 45
  46. 46. Sales Enablement Meets Performance Consulting The Method • Diagnostics / Gap Analysis • Root-Cause Analysis • Problem-Solving / Solution Design • Solution Development • Solution Implementation with Change Management • Measure / Evaluate / Adjust https://www.ispi.org/ISPI/ISPI/About_ISPI/PI__HPT__Model.aspx 46
  47. 47. Adapted from Ferdinand F. Fournies © Mager Consortium Link to expand Condition Reasons Solutions Don’t Know Something What to do Training Coaching Why to do it How to do it Incorrect thinking Their way is better Coaching Counseling Your way won’t work Something else is more important They are doing it (lack of feedback) Misaligned Consequences A negative consequence for doing it Manage Consequences No negative consequence for not doing it A positive consequence for not doing it No positive consequence for doing it Constraints Obstacles beyond their control Counsel Change Transfer Terminate Personal limits (incapacity) Fear (anticipating failure) Personal problems No one could do it 47 Diagnostics, Problem-Solving, Design & Systems Thinking Order
  48. 48. Creating Performance Systems Note: See Appendix for additional reading 48© 2018 Transforming Sales Results, LLC
  49. 49. AppendixAppendix
  50. 50. Additional Resources for Sales Enablement • Sales Enablement Society: https://www.sesociety.org/home • ATD Sales Enablement Community: https://www.td.org/topics/sales-enablement • Community for Sales Enablement Professionals: http://www.salesenablement.com/ • Demand Metric Resources: https://www.demandmetric.com/premium- content/Sales%20Enablement • CSO Insights: https://www.csoinsights.com • IDC: https://www.idc.com/prodserv/custom_solutions/pages/plan/sales-sd.jsp • SiriusDecisions: https://www.siriusdecisions.com/ • Topo: http://topohq.com/ • CEB: https://www.cebglobal.com/ • Aberdeen: http://www.aberdeen.com/ • Aragon: https://aragonresearch.com/cso/ • Forrester: https://www.forrester.com/search?tmtxt=%22sales+enablement%22 50
  51. 51. Your Host Mike Kunkle is a highly-respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 24 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven- effective sales transformation methodologies. Today, Mike is the founder and sales transformation architect for Transforming Sales Results, LLC. He consults, advises, writes, speaks, leads webinars, designs sales learning systems that get results, and guides clients through all aspects of their sales transformation. Connect with Mike & Follow His Content Transforming Sales Results Services https://www.mikekunkle.com/services Transforming Sales Results Blog https://www.mikekunkle.com/blog SMM Connect Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunkleLIPublisher LinkedIn Profile http://www.linkedin.com/in/mikekunkle SlideShare http://www.slideshare.net/MikeKunkle Twitter https://twitter.com/mike_kunkle 978.254.5689 Office 214.494.9950 Google Voice mike@transformingsalesresults.com Mike Kunkle Founder & Sales Transformation Architect
  52. 52. Complimentary eBook #1 http://bit.ly/SalesCoachingEbook-TSR Mike Kunkle Founder & Sales Transformation Architect © 2018 Transforming Sales Results, LLC Sales Coaching Excellence The Path to a Best-in-Class Sales Force
  53. 53. Complimentary eBook #2 http://bit.ly/SalesLearningSystemEbookTSR Mike Kunkle Founder & Sales Transformation Architect © 2018 Transforming Sales Results, LLC
  54. 54. Additional Reading: A Systems Approach to Sales Transformation • Overview: http://bit.ly/4SalesSystems-Overview (Blog Post) • Sales Selection System: http://bit.ly/4SalesSystems-Selection (Blog Post) • Sales Support System: http://bit.ly/4SalesSystems-SalesSupport (Blog Post) • Sales Learning System: http://bit.ly/SalesLearningSystemEbookTSR (eBook) • Sales Management System: http://bit.ly/4SalesSystems-SalesManagement (Blog Post) © 2018 Transforming Sales Results, LLC
  55. 55. THANK YOU! 67 South Bedford Street Suite 400 West Burlington, MA 18103 www.mikekunkle.com/services mike@transformingsalesresults.com 978-254-5689 / 214-494-9950

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