The 6 Keys to the Successful Modern Sales Organization


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The successful modern sales organization is more efficient, predictable and scalable than ever before. And more importantly, they drive results, consistent results. Forward-thinking sales organizations have built revenue machines that combine the traditional strategies with training and coaching with technology, processes, and metrics. Join Matt Heinz, Michael Brondello, and Craig Rosenberg as they present innovative but proven best practices that drive today's quota-busting sales organizations.

This webinar includes:

- Best practices from the best sales organizations in the world
- How understanding your buyer's process can transform sales effectiveness
-Technology recommendations that improve productivity and faster sales processes

Published in: Business, Technology

The 6 Keys to the Successful Modern Sales Organization

  1. 1. Craig Rosenberg TOPO I need your helpI need your help Michael Brondello Glider Matt Heinz Heinz Marketing
  2. 2. #modernsales
  3. 3. Today’s Speakers Craig Rosenberg Co-Founder, TOPO © 2013 TOPO @funnelholic #modernsales Matt Heinz CEO, Heinz Marketing @heinzmarketing Michael Brondello Glider @mikebrondello
  4. 4. Agenda 1. Map the buying experience 2. Content Selling 3. The Metrics-Driven View of the World 4. A Commitment to Coaching 5. Efficient, scalable sales processes 6. The Automated Sales Organization © 2013 TOPO Photo by MikeSchinkel #modernsales
  5. 5. Map the Buying Experience #modernsales
  6. 6. Delivering a great buying experience is really hard Do you know… 1. Who the buyer is? 2. The steps the buyer takes to make a purchase? 3. What they want at each step? 4. The information they consume along the way? 5. What they really thinks of you at each step? 6. What the buyer really wants from you? 7. How do we design an exceptional buying experience? 8. Which touch points will drive the most revenue? 9. How to implement that experience? 10. How to measure and optimize your buying experience? #modernsales
  7. 7. Map the Buying Experience Buyer Stage Buyer Activity Status Quo Understand Requirements/ Options Engage Vendor(s) Identify Problem/Opportu nity Make Decision/Purchase 1. One person support org One person handling support cases – CEO/owner or admin does this at 93% of small businesses 2. Using Gmail/Google Docs Single person using Gmail/Google Docs for customer support issues 3. Number of tickets growing Number of customers/tickets/complexity of issues growing rapidly 4. Two people now working support Hires/assigns employee to work support issues 5. New employee not self- sufficient New employee constantly pinging CEO/admin to help with support issues 6. Two person workflow issue Creates workflow issue where company can’t track whether issues have been resolved 7. Assign new employee to find solution CEO assigns new employee to find technology solution 8. Collects basic info Uses Google -> 3rd party sites -> vendor content to collect basic information and understand market landscape 9. Talks to peers Collects information from peer/end-users on what they did 10. Core features identified Core requirements identified as basic ticket management and online support 11. Gathers pricing data Gathers pricing data from well- known vendors’ landing pages 12. Focuses on ease of use Realizes that low set-up costs and ease of use are most important requirement 13. Develops vendor shortlist Identifies 1-3 vendors who seem to meet requirements at first glance 14. Creates vendor eval plan Develops demo/trial-centric plan to engage shortlisted vendors 15. Visits 1st vendor’s site Buyer visits perceived leading vendor’s site 1st 16. Signs up for free trial Signs up for free 14 day trial on home page; wants to get started right away 17. Just needs it to work Just wants to make sure software works for core use cases; must be easy 18. Starts using trial Trial actually requires real work to start using, but buyer perseveres 19. No other trials Given time that setup takes, buyer will only do one trial 20. Takes call/email from sales Sales contacts buyer via phone and email to offer support thru trial 21. Takes 2nd call from sales 2nd call from sales reminding buyer that trial is about to expire 22. Internal meeting on decision Quick meeting with CEO to make recommendation; CEO agrees 23. Buyer decides to purchase Buyer moves forward with purchase without evaluating other options 24. Enters credit card info Enters credit card information landing page 25. Buyer becomes customer Trial converts to full customer access and buyer begins using software #modernsales
  8. 8. The Buyer Your Marketing/Sales What is the buying experience from the buyer’s perspective? Do sales and marketing programs align to the buying experience? What are the most important steps to the buyer? Do you prioritize resources based on what’s important to the buyer? What does the buyer want at each step in the process? Are you giving the buyer what they want? Is the buyer satisfied with the buying experience? How can you continuously improve your buying experience? Translate the buying experience into your sales and marketing strategy #modernsales
  9. 9. Content Selling #modernsales
  10. 10. Sales Stage Approach Qualify, Agree on Need, Presentation Refine Negotiation Close Buying Stage Problem Identification Understand Requirements Compare Vendors Shortlist Vendors Negotiation Purchase Decision Persona #1 • Changing Buyer • Content Selling 101 Persona #2 • Executive’s guide to Content Selling • 10 Habits of Top Sales Leaders Content mapping happens here Map content to the buying experience #modernsales
  11. 11. Awareness Issue/Question Why do I need this product? Messaging Soundbyte(s) “Buyers prefer to consume content then listen to a sales person” “Legacy selling approaches are not as effective today? Sales Play Focus on the problem Understand current environment Deliver “Changing Buyer” preso Send Ultimate Guide to Content Selling Content The Changing Buyer (Preso) The Ultimate Guide to Content Selling (Preso) Process Next Step -Identify persona in CRM for nurturing -Set Follow Prospect advances when They identify there is a problem Create individual content plays for each stage #modernsales
  12. 12. 1 2 3 4 5 Sales and marketing collaborate on buying experience Sales and marketing need to collaborate when designing a remarkable buying experience for your customers. Fill gaps in buyer experience map Marketing needs to create content to satisfy the different steps in the buying process map. Answer questions Pay close attention to the questions and objections buyers need to know during each stop in the sales cycle and address these questions with content. Understand why buyers fall out Create content to help sales save buyers from dropping out of the buying cycle. Create content offers your buyers want Content offers are white papers, video, etc. When you understand how buyer’s buy, find out how they like to consume content as well. Optimize Retire content and add new assets over time. Build effective sales content 6 #modernsales
  13. 13. The Metrics-Driven View of the World #modernsales
  14. 14. The metrics and reporting slippery slope Just because you can track it: • doesn’t mean you should • doesn’t mean it’s important • doesn’t mean it should be on your exec dashboard Choose the right metrics to drive your business to higher sales, greater pipeline yield and profitability #modernsales
  15. 15. Five metrics you should not track 1. Dials 2. Demos or appointments scheduled 3. Talk time 4. logins 5. Logged activities #modernsales
  16. 16. Ten metrics every revenue organization must track 1. Marketing Cost per Sales 2. Customer Lifetime Value 3. Nurture Database Success 4. Addressable Market Size 5. Sales Cycle Length 6. Lead- Opportunity – Sales Conversion Rates 7. Deal Size 8. Qualified Leads 9. Referrals 10.Customers #modernsales
  17. 17. A commitment to coaching #modernsales
  18. 18. 6 ideas for building a great sales culture 1. Get executives involved – Exec sponsorship promotions – Call observations & follow-up reports 2. Gamification 3. Celebrate the big and little things 4. Get their families involved – Awards dinners 5. Mentors 6. Open communication #modernsales
  19. 19. 15 sales coaching tips 1. Focus on the numbers 2. Focus on what they can control 3. Compare current and previous habits and performance measures 4. Peer shadowing 5. Deal walkthroughs 6. Evaluate effort, attitude, and drive 7. Use positive reinforcement and constructive feedback 8. Make a comp plan that requires consistent performance 9. Be aware of personal issues 10. Create friendly but spirited competition between reps 11. Create a longer version of s contest contingent on hitting quota 12. Go back to basics 13. Watch the video tape (be like Pujols) 14. Be willing to use a performance plan 15. Make sure YOU didn’t add to much process #modernsales
  20. 20. Efficient, scalable sales processes #modernsales
  21. 21. Training the team Standardized training programs develop reps to perform at a baseline “Master the Fundamentals” #modernsales
  22. 22. Keys to getting data from the funnel 1. Know your process! 2. Use descriptive titles for prospect categories 3. Every prospect needs a home 4. If it’s making the data confusing, you don’t need it! #modernsales
  23. 23. Defined = automated An automate process, is a streamlined process. #modernsales
  24. 24. The Automated Sales Organization #modernsales
  25. 25. Customer relationship management • Information • Opportunities • Organization • Scalability • Automation #modernsales
  26. 26. Contract management “Prospects not Process” #modernsales
  27. 27. Questions? Matt Heinz CEO, Heinz Marketing @heinzmarketing Craig Rosenberg Co-Founder, TOPO @funnelholic Michael Brondello Glider @mikebrondello
  28. 28. Thank You for Joining Us! Please join us again at our upcoming events at Next up: October 2, 2013 Sales Summit : Quota Busting Sales Strategies from the World’s Top Sales Leaders