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The Evolution of Sales Enablement to Performance Consulting

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This is the presentation that I delivered at ATD's 2018 International Conference & Exposition in San Diego on Tuesday, May 8, 2018.

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The Evolution of Sales Enablement to Performance Consulting

  1. 1. The Evolution of Sales Enablement to Performance Consulting Mike Kunkle Session: TU219
  2. 2. How to Survive this Presentation & Do Something with It • I’m breaking presentation rules: This deck is a resource for later • Make dot connections: - Look for the pieces that fit your situation - Go for big picture first, go back for details - Plan to download and review the slides: http://bit.ly/kunkle-slides-atd2018 • Make a personalized learning plan • Prioritize and phase implementations • Ask questions here or email me (see bio slide in Appendix). 2
  3. 3. Seat at the table, anyone?
  4. 4. "Those who cannot remember the past are condemned to repeat it." ~ George Santayana
  5. 5. AGENDA • Current State of Sales Enablement • The Building Blocks of Sales Enablement (A Systems & Performance Approach) • Two Systems That Support Sales Readiness & Enablement • Evolving to Performance Consulting. Yes, I have a plan
  6. 6. Current State of Sales Enablement
  7. 7. 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 7
  8. 8. 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 8
  9. 9. Sales Enablement Today (General Market) General Market Focus • Marketing - Sales messaging and buyer engagement content • Sales Asset Management - Finding the right content at the right time for the right buyer • Talent Acquisition Support & Training - 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 • Sales Communication Management • Support Services (inconsistent but growing) • Sales Manager Enablement (inconsistent but growing). SiriusDecisions 2017 Sales Enablement Study 9
  10. 10. Sales Enablement Today (Recognized Leaders) + Change Management Crowdsourced from Top SE Leaders 10
  11. 11. The Building Blocks of Sales Enablement A Systems / Performance Approach
  12. 12. Sales Enablement Building Blocks 12
  13. 13. 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. 13
  14. 14. 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). 14
  15. 15. Sales Enablement Building Blocks Sales Process Align your sales process to the buyer’s journey. Document tasks and exit criteria for buyers and sellers. 15
  16. 16. 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. 16
  17. 17. 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. 17
  18. 18. 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 18
  19. 19. Sales Enablement Building Blocks Sales Support Content Develop sales support, job aids, checklists, training reminders, calculators and other tools, to support process/methodology. 19
  20. 20. Sales Enablement Building Blocks Sales Tools & Technology Select and implement sales technology to support your sales force, create efficiency, and increase time spent selling. 20
  21. 21. 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. 21
  22. 22. 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. 22
  23. 23. Sales Enablement Building Blocks Detail 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. 23
  24. 24. 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. 24
  25. 25. 25 The Blocks The Systems The Services
  26. 26. Two Systems That Support Sales Readiness & Enablement
  27. 27. Sales Readiness & Enablement in 2 Systems Analytics Buyer Personas Buying Process & Exit Criteria Buyer Engagement Content Creation Sales Process & Methodology Sales Enablement Technology Domain/Business & Solution Acumen Sales Learning System Sales Support System 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 27
  28. 28. Sales Support System • Ensure deep market and buyer persona knowledge • Document buying process with decision/exit criteria • Create buyer engagement content that aligns with decision/exit criteria • Ensure reps have the domain/business acumen, with solution acumen, to communicate value in your buyers’ language • Align sales process to buying process and use a buyer-oriented, consultative, solution-focused, outcome-driven sales methodology • Use sales enablement tools to manage, share, and track content and improve sales efficiency and effectiveness • Train reps to engage buyers in valuable business conversations and to create real value and differentiation, through their buyer acumen, domain/business acumen, and solution acumen • Use analytics to track training, content, sales behavior, and outcomes.Analytics Buyer Personas Buying Process & Exit Criteria Buyer Engagement Content Creation Sales Process & Methodology Sales Enablement Technology Domain/Business & Solution Acumen Sales Learning System 28
  29. 29. Support System Coverage of the Building Blocks Sales Support System 29 Analytics Buyer Personas Buying Process & Exit Criteria Buyer Engagement Content Creation Sales Process & Methodology Sales Enablement Technology Domain/Business & Solution Acumen Sales Learning System
  30. 30. Sales Enablement Building Blocks Analytics Sales Process Sales Methodology Sales Support Content Sales Manager Enablement Systems Thinking Sales Tools / Technology Sales Training Buyer Engagement Content Buyer Acumen Support System Coverage of the Building Blocks Sales Support System 30 Analytics Buyer Personas Buying Process & Exit Criteria Buyer Engagement Content Creation Sales Process & Methodology Sales Enablement Technology Domain/Business & Solution Acumen Sales Learning System
  31. 31. Sales Learning System: Prepare for Change 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 31
  32. 32. Sales Learning System: Guide the Change 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 32
  33. 33. The 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. 33
  34. 34. Sales Learning System: Cement the Change 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 sales 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 34
  35. 35. 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 sales 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 35
  36. 36. 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 36
  37. 37. Evolving to Performance Consulting
  38. 38. Performance Consulting A systematic and holistic approach to improve workplace performance and achieve business goals • Grounded in analytics, diagnostics, and root cause analysis • Considers of a broad array of organizational and individual factors that influence human performance • Selection, design, and development of the most appropriate solution to solve the identified performance problem • Implementation using proven-effective practices for the selected intervention and change practices including communication, follow-through, measurement, analysis, evaluation, and adjustment to ensure results are achieved. 38
  39. 39. 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 the competition, to continuously improve all aspects of sales performance and profitably grow the business. 39
  40. 40. Sales Enablement vs. Sales Performance Consulting 40 KEY DIFFERENCES Sales Enablement Sales Performance Consulting Focus Outputs Measures Assessments Accountability Executive View Leading initiatives and projects Closing performance gaps Performance change and ROIProgress of initiatives and projects How much the sales force uses outputs How much the sales force improves Delivering better sales productivityDelivering things to the sales force InvestmentCost center Activities: Messaging, training, tools Results: Improved performance
  41. 41. Diagnostic Tool Examples • Forcefield Analysis 41
  42. 42. Diagnostic Tool Examples • Forcefield Analysis • Root Cause Analysis - Cause & Effect Analysis (Fishbone/Ishikawa Diagram) 42
  43. 43. Diagnostic Tool Examples • Forcefield Analysis • Root Cause Analysis - Cause & Effect Analysis (Fishbone/Ishikawa Diagram) • Surveys, Interviews, Focus Groups, Observation 43
  44. 44. Diagnostic Tool Examples • Forcefield Analysis • Root Cause Analysis - Cause & Effect Analysis (Fishbone/Ishikawa Diagram) • Surveys, Interviews, Focus Groups, Observation • Performance Analysis Flowchart (Mager/Pipe) 44 Link to larger version Performance Analysis Flow Diagram
  45. 45. Diagnostic Tool Examples • Forcefield Analysis • Root Cause Analysis - Cause & Effect Analysis (Fishbone/Ishikawa Diagram) • Surveys, Interviews, Focus Groups, Observation • Performance Analysis Flowchart (Mager/Pipe) • 16 Reasons for Non-Performance (Fournies) 45
  46. 46. Diagnostic Tool Examples • Forcefield Analysis • Root Cause Analysis - Cause & Effect Analysis (Fishbone/Ishikawa Diagram) • Surveys, Interviews, Focus Groups, Observation • Performance Analysis Flowchart (Mager/Pipe) • 16 Reasons for Non-Performance (Fournies) • Six Thinking Hats (de Bono) 46 https://www.amazon.com/Six-Thinking-Hats-Edward-Bono/dp/0316178314
  47. 47. Diagnostic Tool Examples • Forcefield Analysis • Root Cause Analysis - Cause & Effect Analysis (Fishbone/Ishikawa Diagram) • Surveys, Interviews, Focus Groups, Observation • Performance Analysis Flowchart (Mager/Pipe) • 16 Reasons for Non-Performance (Fournies) • Six Thinking Hats (de Bono) • Grid Analysis 47
  48. 48. Diagnostic Tool Examples • Forcefield Analysis • Root Cause Analysis - Cause & Effect Analysis (Fishbone/Ishikawa Diagram) • Surveys, Interviews, Focus Groups, Observation • Performance Analysis Flowchart (Mager/Pipe) • 16 Reasons for Non-Performance (Fournies) • Six Thinking Hats (de Bono) • Grid Analysis • And More… 48 https://goalqpc.com/ https://www.mindtools.com/
  49. 49. Apply Systems Thinking More Broadly 49 Sales Selection Sales Support Sales Learning Sales Management My Four Sales Systems
  50. 50. Apply Systems Thinking More Broadly 50 Sales Selection Sales Support Sales Learning Sales Management My Four Sales Systems
  51. 51. Apply Systems Thinking More Broadly 51 Sales Selection Sales ManagementSales Support Sales Learning My Four Sales Systems
  52. 52. Apply Systems Thinking More Broadly 52 • Strategy • Clear Expectations • Tactical Plans • Employee Engagement • Policies & Procedures • Business Processes • Org. Structure & Design • Reward Systems • Environment / Culture
  53. 53. 53 Related Reading • https://www.ispi.org/ISPI/ISPI/About_ISPI/PI__HPT__ Model.aspx • https://www.hrispi.org/what-is-hpt-hampton-roads-ispi • https://hptmanualaaly.weebly.com/ispi-hpt-model.html Performance Improvement / HPT Model
  54. 54. 54 Related Reading • https://www.td.org/insights/the-atd-talent-development- framework-performance-improvement • https://www.td.org/education-courses/atd-master- performance-consultant • https://www.td.org/education-courses/basics-of-human- performance-improvement • https://www.td.org/td-at-work/making-the-financial-case- for-performance-improvement ATD Human Performance Improvement Model
  55. 55. Create Your Personal Learning Plan: • Organization Development • Organization Behavior • Performance Consulting • Human Performance Technology • Human Performance Improvement • Systems Thinking • Lean and Six Sigma • Agile Methodology • Change Management Become a Sales Change Expert 55
  56. 56. Is this really worth all the effort, Mike? • Increased sales per rep by 47% • Increased sales results 28.7% over previous year • Decreased new-hire ramp up time by: 23%, 34%, 47%, 52% (within 6 to 18 months) • At 120 days, new reps outperformed a control group of 5 year reps by 21% • $398MM YoY revenue increase (18 months total; one year after 6 months of projects) • Increased sales/rep in the 90 days after training by 23% – accretive increase of $36.6MM/year • Increased sales 600% over previous year while decreasing net operating expenses by 21% • Improved average profitability per sales rep by 11% • Improved new rep win rate by 16% Glad you asked… 56
  57. 57. APPENDIX
  58. 58. Additional Reading / Resources Books: • Problem Solving Memory Jogger • Continuous Improvement Memory Jogger • Analyzing Performance Problems – Mager & Pipe • Performance Consulting – Robinson & Robinson • The PACT Processes for Performance-Based Curriculum Architecture Design (book) – Wallace (other books by Guy) • Performance Improvement Pathfinders – Dean & Ripley • Improving Performance – Rummler & Brache • Analysis for Improving Performance – Swanson • The Guidebook for Performance Improvement – Kaufman, Thiagarjan, & MacGillis • Handbook of Human Performance Technology – Stolovitch & Keeps • Practicing Organization Development – Rothwell, Sullivan, & McLean • Designing Work Groups, Jobs, and Work Flow – Hupp, Polak & Westgaard • Managing Performance Improvement Projects – Fuller • Human Competence – Gilbert • Performance Consultant’s Fieldbook – Hale • Aligning Performance – Langdon • First Things Fast: A Handbook for Performance Analysis – Rossett • Books by Patti Shank Other Resources: • https://www.td.org/education-courses/atd-master-performance-consultant • https://en.wikipedia.org/wiki/Human_performance_technology • https://www.td.org/insights/what-is-human-performance-improvement • https://humanperformancetechnology.files.wordpress.com/2010/07/task-force-final-report-march-31-2004.pdf • https://www.ispi.org/ISPI/Virtual_Institutes/Performance_Assessment_May_25.aspx • http://www.sixboxes.com/_customelements/uploadedResources/HPTModels.pdf 58
  59. 59. 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 VP of Sales Transformation Services for Fast Lane Digital (a division of Fast Lane Consulting & Education Services) and founder of 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 Personal Sales Blog https://www.mikekunkle.com/blog Fast Lane Digital Blog http://www.fastlane.digital/blog Fast Lane Digital Webinars http://www.fastlane.digital/learning-sessions 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 mike.kunkle@fastlaneus.com mike@mikekunkle.com 214.494.9950 Mike Kunkle VP, Sales Transformation Services Founder 59
  60. 60. About Fast Lane Digital About Transforming Sales Results, LLC www.mikekunkle.com mike@mikekunkle.com Transforming Sales Results, LLC is a sales consulting firm dedicated to helping you improve sales force performance more than you thought possible in ways you might not expect. We use a systems approach to sales, including: • Sales Selection System • Sales Support System (Readiness & Enablement) • Sales Learning System • Sales Management System A division of Fast Lane Consulting & Education Services A Mike Kunkle company www.fastlane.digital info@fastlane.digital Fast Lane Digital serves IoT solution providers and their ecosystem partners, helping them go-to-market more effectively. We provide services for: • Strategy consulting • Leadership development • Design thinking • Demand generation • Technical training • Sales training / enablement / transformation In our sales transformation practice, we diagnose your current state of sales effectiveness compared to best practices, to develop plans to close gaps and improve sales performance. Our solution set is broad, but our core focus is sales training, sales enablement, and changing sales force behavior.
  61. 61. Thank You!

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