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HOW TO EXECUTE A ‘CUSTOMER AT THE CORE’ STRATEGY

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Slides from Tamara Schenk's presentation at the Minds&More Marketing and Sales Performance Summit on November 18th in Vandervalk Hotel, Diegem.

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HOW TO EXECUTE A ‘CUSTOMER AT THE CORE’ STRATEGY

  1. 1. HOW TO EXECUTE A ‘CUSTOMER-CORE’ STRATEGY WHY “HOW YOU SELL” IS MORE IMPORTANT THAN “WHAT YOU SELL” #MSPS15, NOVEMBER 18, 2015 Tamara Schenk | Research Director |@tamaraschenk
  2. 2. 2 © MHI Global, Inc. All Rights Reserved. "The main thing is to keep the main thing the main thing." Stephen Covey Source: Shutterstock
  3. 3. 3 © MHI Global, Inc. All Rights Reserved. Revenue Impact of an enablement function: + 8.2% And there is even MORE business impact… Source: CSO Insights 2015 Sales Enablement Optimization Study 80.3% 88.5% 70% 75% 80% 85% 90% Without Sales Enablement Function With Sales Enablement Function Revenue Plan Attainment w/o Enablement © MHI Global, Inc. All Rights Reserved.
  4. 4. 4 © MHI Global, Inc. All Rights Reserved. The more you follow a customer-core strategy, the better the revenue plan attainment is: + 9.1% Source: CSO Insights 2015 Sales Enablement Optimization Study 85.7% 94.8% 70% 75% 80% 85% 90% 95% 100% Not/Minimally Aligned to Customer's Journey Mostly/Fully Aligned to Customer's Journey Revenue Plan Attainment w/o “customer core” © MHI Global, Inc. All Rights Reserved.
  5. 5. 5 © MHI Global, Inc. All Rights Reserved. Source: CSO Insights 2015 Sales Enablement Optimization Study If the sales process is mostly or fully aligned to the customer‘s journey:  Conversion rates: up to 38%  Quota attainment: up to 13%  Overall revenue plan attainment: +9.1%
  6. 6. 6 © MHI Global, Inc. All Rights Reserved. Twitter: @tamaraschenk LinkedIn: http://www.linkedin.com/in/tamaraschenk Email: tamara.schenk@csoinsights.com 2005-2013: T-Systems International GmbH: VP Sales WW Enablement & Transformation Senior Manager Sales Enablement Head of Business Development Utilities 2001-2005: Managing Consultant, Detecon Sales & Delivery 1999-2001: Diebold: Senior Consultant: Sales & Delivery 1998-1999: Ratio Ltd. Overseas Division Project Manager, Sweden 1992-1998: Rausch + Partner (own company): Sales & Delivery Tamara Schenk Research Director CSO Insights, A Division Of MHI Global  Business Drivers: Buyer Behaviors and the Case for Strategic Enablement  Enablement Maturity Identifying the point of departure  Enablement Master Framework Defining the right next step
  7. 7. 7 © MHI Global, Inc. All Rights Reserved. Change Dynamics Decision Dynamics Value Dynamics Knowledge Acquisition Online Context via Sales Interaction Awareness Need to change Define Situation Buying Evaluate Options Select Best Imple- ment Assess Value Implementation & Adoption Customer's Journey
  8. 8. 8 © MHI Global, Inc. All Rights Reserved. Tactical program or function Strategic discipline Focus on salespeople only Integrate frontline sales managers Sales and marketing alignment Customer journey alignment Isolated initiatives Holistic, integrated approach From Into Fixing the quarter Driving sustainable sales results
  9. 9. 9 © MHI Global, Inc. All Rights Reserved. “The beginning of wisdom is the definition of terms.” ― Socrates
  10. 10. 10 © MHI Global, Inc. All Rights Reserved. CSO Insights Research Note: Sales Force Enablement Definition Sales Force Enablement—A strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content, training and coaching services for salespeople and frontline sales managers along the entire customer’s journey, powered by technology.
  11. 11. 11 © MHI Global, Inc. All Rights Reserved. Awareness Need to change Define Situation Buying Evaluate Options Select Best Imple- ment Assess Value Implementation & Adoption Customer's Journey Integrated Enablement Services for Sales Professionals Content | Training | Tools Coaching Services for Frontline Sales Managers (FSMs) Enablement Technology CSO Insights Research Note: Frontline Sales Managers – Enablement Needed
  12. 12. 12 © MHI Global, Inc. All Rights Reserved.  Business Drivers: Buyer Behaviors and the Case for Strategic Enablement  Enablement Maturity Identifying the point of departure  Enablement Master Framework Defining the right next step
  13. 13. 13 © MHI Global, Inc. All Rights Reserved. CSO Insights Research Note: All Things Enablement: Maturity Model Overview A Culture of Chaos Sales Enablement Sales Force Enablement Customer-Core Enablement Required Recommended World-Class Organized Scaleable Adaptive
  14. 14. 14 © MHI Global, Inc. All Rights Reserved. CSO Insights Research Note: All Things Enablement: Maturity Model Overview Product training focus Skills & competencies driven by HR/ L&D Focus: Salesperson Training - Required Domain - Organized Training orchestrated by enablement, product training mapped to customer’s journey Basic FSM curriculum Focus: Salesperson & FSMs Training - Recommended Cross-functional / Scalable Sales execution derived from business strategy Coaching & enablement framework “customer-core” Content & training integration Building salespeople‘s business awareness Developing world-class FSMs Integrated - World-Class Eco-System / Adaptive Content, messaging, tool focus Content categorized, assessed Content accessible via (mobile) technology Content - Required Domain - Organized All services designed/mapped to customer’s journey Cross-functional enablement operations process CRM integration Content - Recommended Cross-functional / Scalable Sales Enablement Sales Force Enablement Customer-Core Enablement
  15. 15. 15 © MHI Global, Inc. All Rights Reserved. How to evolve enablement ?
  16. 16. 16 © MHI Global, Inc. All Rights Reserved.  Business Drivers: Buyer Behaviors and the Case for Strategic Enablement  Enablement Maturity Identifying the point of departure  Enablement Master Framework Defining the right next step
  17. 17. 17 © MHI Global, Inc. All Rights Reserved. Source: Shutterstock  Connects both sides of river Thames  Road for cars and suspension bridge for ships  Towers provide perspectives and overview
  18. 18. 18 © MHI Global, Inc. All Rights Reserved. Enable- ment Services Vision & Strategy Charter Change/ Adoption Cross-functional Collaboration Customer's Journey Internal Process Landscape: Value Creation Chain People, Performance powered by Sales Leadership Principles, Processes powered by technology Enable- ment Operations CSO Insights Research Note: Sales Force Enablement Master Framework
  19. 19. 19 © MHI Global, Inc. All Rights Reserved. CSO Insights Research Note: Creating a Sales Force Enablement Charter  Sales roles, sales manager roles, channel partners, etc. Target Groups Objectives and Strategies Roadmap  Derive objectives that lead to vision  Define action plans per objectives, and create a roadmap Vision, Mission, Purpose  Define vision, mission, purpose, core values  Create tagline and change story! Services Metrics  Define enablement services per target group  Milestones, leading and lagging indicators Four steps to define your vision & strategy charter
  20. 20. 20 © MHI Global, Inc. All Rights Reserved. Customer‘s Journey Scope for FSMs Scope for Sales- people Customer‘s Focus Engagement Principle Design Points for Your Enablement Services
  21. 21. 21 © MHI Global, Inc. All Rights Reserved. Business Awareness: Skills, Knowledge, Strategies, and Expertise Customer‘s Journey Awareness Buying Implementation & Adoption Content & Training Content & Training Content & Training Training Services on Skills, Competencies and Expertise Change Dynamics Decision Dynamics Value Dynamics Coaching Services for Frontline Sales Managers
  22. 22. 22 © MHI Global, Inc. All Rights Reserved. Source: lucaforni.com  Every piece of content requires at least a "how to use" training  No sales training without content CSO Insights Research Note: Sales Force Enablement – Integrating Content and Training
  23. 23. 23 © MHI Global, Inc. All Rights Reserved. CSO Insights Research Note: Sales Force Enablement – Integrating Content and Training Competencies Knowledge Strategies Expertise Content, Messaging, Tools Enablement / Client-Facing Training Content Training Content, Tools Operations Training Content Training
  24. 24. 24 © MHI Global, Inc. All Rights Reserved. Leverage Master framework Leverage our sales enablement master frameworks to define YOUR next steps towards a more customer–core strategy Changing buyer behaviors and rising buyer expectations Customers don‘t buy products, they buy the value Understanding the customer‘s journey is key to sales success Business Drivers Assess Maturity Level Start where you are, but know where you are Leverage the enablement maturity model
  25. 25. 25 © MHI Global, Inc. All Rights Reserved. Barry Trailer Tamara Schenk Tom Chamberlain Jim Dickie Joe Galvin
  26. 26. 26 © MHI Global, Inc. All Rights Reserved. RESEARCH DATA EXPERTISE Research, Data and Expertise Sales Leaders Respect and Trust Globally. Best Practice Frameworks & Trends Sales Performance & Productivity Research Peer & Standard Benchmarking Assessment & Measurement Tools In-person & Online Executive Networking Advisory We provide sales analysis and decision making support to sales leaders: the individuals who are responsible for the creation and execution of the sales strategy.
  27. 27. 27 © MHI Global, Inc. All Rights Reserved. Visit CSO Insights! https://www.csoinsights.com/
  28. 28. 28 © MHI Global, Inc. All Rights Reserved.
  29. 29. HOW TO EXECUTE A ‘CUSTOMER-CORE’ STRATEGY WHY “HOW YOU SELL” IS MORE IMPORTANT THAN “WHAT YOU SELL” #MSPS15, NOVEMBER 18, 2015 Tamara Schenk | Research Director |@tamaraschenk

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