You’ve embraced sales enablement and have people, processes and even technology in place. But are you sure it’s working, and are you doing it right? This webinar shows you how to avoid common sales enablement mistakes and ways to get the most out of your sales enablement program.

1. Presentation Title Here
May 8, 2016
Sales Enablement Mistakes
UPDATE WITH CORRECT GRAPHIC
Brian Fravel
VP of Marketing, Veelo
@veeloinc @fravelb

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Agenda
• Sales Enablement Definition
• Common Problems
• 5 Mistakes to Avoid

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What is Sales Enablement?
• “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.” – Forrester
• “[Focus on] 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” – IDC
Processes, tools AND COACHING to help salespeople perform better

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Common Problems

5. 5 Common Sales Enablement
Mistakes You Should Avoid
(but probably haven’t)

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Mistake #1: Attack It As a Content Problem
Scenario
• Too much content
• Many fragmented repositories
• Sellers can’t find content
Common Solution
• Perform a content audit
• Consolidate repositories as close to
one as possible
• Tag content with a marketing POV

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Why This Doesn’t Work
THE CONTENT GRAVEYARD
• Searching doesn’t improve if the seller
doesn’t know what to search for
• Content doesn’t sell, people do
• Only 7% of first meetings convert to a
2nd meeting because sellers can’t
articulate value
Technically savvy sales leaders utilize
their portals to not only deliver
configurable marketing content to the
sales team, but deploy sensors … to
detect when and to what extent their
prospects and buyers open and
engage with each of their discrete
messaging content files.
- Aberdeen Group
Key Considerations
• Provide coaching alongside of content
so sellers have better conversations
• Prescriptively recommend content
• Sellers need visibility into how
prospects engage with shared content
• Engage sales to create content that
helps selling conversations

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Mistake #2: Reliance on Technology to Solve Everything
Scenario
• Too much fragmented content
• Lots of ad hoc seller to marketer requests
Common Solution
• Technology tool to consolidate content
• One stop shop for sellers  Saves time
• One repository for marketing  Reduces ad hoc requests

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Why This Doesn’t Work
DON’T FORGET ALIGNMENT
• Content can’t align sales and marketing
by itself
• Marketing content isn’t used by sales
for reasons other than “they couldn’t
find it”
Alignment of marketing content to
sales training increases average deal
size by 75%
- Corporate Visions
Key Considerations
• Create content with sales input so it
aids selling conversations
• Align content to sales stages and cover
the whole process
• Ensure marketing content aligns to
sales training and methodology

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Mistake #3: Buy For Marketing Bells and Whistles
Scenario
• No visibility into what content is used
• Don’t know content ROI
• Can’t show marketing’s contribution to
sales
Common Solution
• Technology solution where requirements
are driven by marketing / management
• Place high priority on marketing features
like pretty charts and ad hoc reporting

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Why This Doesn’t Work
REPORTS DON’T IMPROVE SALES
• Improved ability to admire the problem
won’t change behavior
• More oversight of the sales team without
benefit to the rep will likely be resisted
76% of content marketers forget
about sales acceleration
- Hubspot
Key Considerations
• Consider sellers needs first
• #1 does it improve their performance?
• #2 does it fit into their daily workflow
• Drive tech solution requirements with
a seller centric POV

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Mistake #4: Saving Sellers Time
• Scenario
• Marketing content is hard to find, not quite
“right”
• Sellers spend time searching and creating
their own content
– 70% of sales reps time not spent selling doing
things like presentation building, admin tasks,
navigating multiple platforms
Common Solution
• A technology solution to “save sellers time”
• Single content repository with easy search
• Presentation builder tools for sales reps to
create their own presentations

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Why This Doesn’t Work
TIME ≠ PEFORMANCE
• Time alone doesn’t help sellers sell
better
• Seller content creation tools can be a
double-edged sword
– Potential to unnecessarily waste time
– Do they have the skills?
Companies with quality sales
coaching programs saw a 19%
sustained improvement in sales rep
performance
Sales Executive Counsel
Key Considerations
• What are you doing to help sellers
perform now that they have more time?
• Beware yet another sales portal
• Coaching improves performance
• Deliver it alongside content
• Deliver it in the moment

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Mistake #5: Measure Efficiency vs Performance
Scenario
• 70% of sales reps’ time not spent
selling
• 65% of sales reps say they can’t find
content
• Only 30% of content is used
Common Solution
• Implement a processes/technology
and limit measurement to:
• Time saved
• Content reduced
• Content used

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Why This Doesn’t Work
IT’S ONLY PART OF THE PROBLEM
– Efficiency (e.g., cost reduction and time
saving) alone may be misleading  does
not necessarily equal greater sales
85% of companies don’t measure the
impact of their content on sales
Kissmetrics
Key Considerations
• Measure rep performance before and
after implementing new process/tool
• Measure direct correlation of
content’s role in moving deals through
sales pipeline
• Measure prospect engagement with
your content

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Summary
Presentation Title Here
• Make sellers your focus
• Better sellers = better sales
• Processes, tools and technology are a means to an end
• If sales and marketing aren’t aligned, you will likely fail
• Measure yourself on the ultimate goal: sales performance
From a Sales Enablement perspective, it takes a super easy to use approach where
users know they’re finding better suited content than a human being could ever
show them on their own. And it’s got to save everybody huge amounts of time. If
you have all these things, reps will actually use the solution and, as a result, use the
great content marketing creates.
Docurated

17. Thank You!
www.veeloinc.com
@veeloinc @fravelb