Customer Centric Sales Enablement

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Customer Centric Sales Enablement

  1. 1. Customer-Centric Sales Enablement: Faster Road To Quota Christine Crandell © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  2. 2. Our clients include.. ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  3. 3. What Keeps CROs Up At Night ? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Increase Win Rates Improve Bigger Deals Quota Attainment Visibility Shorter Sales Cycles Source: Dec 2013 Qvidian ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  4. 4. What’s standing in the way? • 53% say sales processes are not aligned to buyers • 33% are having difficulty clearly differentiating • 33% say their sales cycles are too long Source: Dec 2013 Qvidian ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  5. 5. How to fix this 1. Align processes to new buyer-seller dynamic. 2. Focus first on enabling buyers, then Sales. 3. Help Sales step into new role of “coach”. 4. Arm Sales with the “Decoder Ring”. 5. End the content glut. ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  6. 6. New Definition of Sales Enablement… Customer-Centric Enablement Enable buyers by providing value and positively influencing them at every journey step so that they can make rational, justifiable, and successful decisions on how to achieve their desired outcome. ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  7. 7. Crafting Journey Maps… Sellers’ Compass™ ChrisCrandell #cxinnovator | www.newbizs.com | © 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017 2014
  8. 8. Map Buyer Enablement to Journeys… Buyer Enablement Elements • Know Your Buyer • • • • Journey Data Actions buyers take at each journey step Expectations of vendors, by step How vendor trust-worthiness is tested Definition of value (soft and hard) • Content Strategy • • • • Sought and valued content by stage and persona Tone, vocabulary, and objective Trusted information sources by asset Preferred channel and device by asset • Tollgate • • • • When, why, and how Information needed to successfully pass each tollgate Short-list & final selection criteria Trusted sources buyer-roles seek • Education vs. Evaluation • • • • Trigger event Sought outcome and how success is measured How buyers go about educating themselves. Common objections, concerns and perceived risks by role ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  9. 9. Buyer enablement examples ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  10. 10. Map Sales Enablement to Journeys… Sales Enablement Elements • Market Segments Journey Data • • • • Target outcomes Business drivers-outcome-solution value chain Messaging and benefits statements Channel & behavior patterns (aka will social selling work) • Know Your Buyer • • • • Priorities, tone & language by role Relationship expectations by step How trust and credibility are built Definition of value (soft and hard) • Opportunity Scoring • • • • When, Why, How buyer engages sales EAR weighted score Short-list & final selection criteria Journey tollgates & corresponding sales pre-action • “Decoder Ring” • • • • How sales can enable the buyer and with what asset, etc. Actions that sales can take at each journey step Common objections, concerns and perceived risks by step Content and channel map by journey step ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  11. 11. Sales enablement examples Selling Redefined • Language Changed language &messaging to match customers’ tone, terminology, & benefits/value • Call-to-Actions Matched specific CTAs and Sales Tools to Journey Step Tollgates • Align Sales Cycle to Journey Matched target account selling strategy to buyers’ business cycles to increase velocity and win rate • Social Selling Roadmap of how to engage with target buyers via social • Sales Operations Restructured lead processes and hand-off to include detailed contact background & interaction history • Content Deleted 50% of assets & revised remaining to meet expectations for each Journey step ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  12. 12. 3 Things You Can Start Today… 1. Document journey maps – Through the lens of the buyer!! 2. Customer Roundtable to define enablement tools and steps – Conduct in partnership with Sales and Service 3. Revise sales playbooks to be journey-based – Tie to journey steps and experience expectations ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  13. 13. Proven results… 90 100% 40% 30% 20% + DAYS TO PAYBACK INCREASE IN CAMPAIGN RESULTS INCREASE IN MARKETING ROI INCREASE IN SALES ACCEPTED LEADS INCREASE IN REVENUE ALIGNS SALES AND MARKETING ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  14. 14. Who we are … New Business Strategies helps companies drive predictable revenue. • Customer experience and strategy consulting firm contributed $2.7B in client value. • Proven track record in operationalizing B2B CX strategy that deliver measurable results. • Proprietary Sellers’ Compass™ methodology for defining and implementing customer experience. Resources: • www.newbizs.com • DemandMetric.com “How To” Guide: “Developing Sales Playbooks from Journey experience and strategy • Customer Maps” • consulting firm contributed $2.7B in Forbes: blogs.forbes.com/christinecrandell client value. • Consistently define high performance strategies, marketing and sales processes, and organizations. • CMSWire: • People, process and technology change management experts. • HuffPo: • Practical advice, tools, and training to sustain success. www.cmswire.com/author/christinecrandell/ www.huffingtonpost.com/christinecrandell/ ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  15. 15. Questions Next Webinar is on: • February 27th at 10:30am PT • Topic is on Content Strategy The March Webinar is on: • March 27th at 10:30am PT • Create Integrated Nurture Campaigns from Journey Maps ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017

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