Companies in many markets are able to accelerate their sales pipeline and improve their sales conversion rates by ensuring that influencer relations professionals are enabling their sales teams. That was the powerful message that David Taylor gave to the Analyst Relations Forum in London in October 2014. Taylor is one of Europe's most respected experts on the topic. Vodafone just appointing David to a senior communications role after a year in which he's led Kea Company's sales enablement work. For 15 years he held leadership roles at Cisco, running market intelligence and then analysts relations in EMEA and emerging markets. The presentation is available as both a podcast at http://lighthousear.podbean.com and as a downloadable PDF at slideshare.net/dchapple.

2. Sales Enablement
2013
For more information, please visit our website, find us on social media or simply send us an email!
www.keacompany.com
Twitter: @keacompany
Mail: duncan.chapple@keacompany.com or
david.taylor@keacompany.com

3. THE REALITY OF AR TODAY
AR needs to overcome numerous obstacles to maximizing value:
! AR is losing thought leadership, partly because of the
development of conversations that cross organizational lines
! The value of analyst firms’ services is opaque to some executives
! Many AR practitioners are not aligned to sales and lack strategic
focus
! AR will continue to lose support and resources it needs
! Continue to see ‘blended’ roles and limited career path
opportunities

4. THE OPPORTUNITY
Most technology solution providers can benefit
from better alignment between sales and AR
! Generate leads, recommendations & sales
! Enhance the reputation and value of AR
! Align AR more clearly with sales outcomes
! Unlock new budget and resource
! Develop plans that drive action
! Ultimately drive better career paths

5. AR FOR SALES- THE CHALLENGES
No direct AR linkage to
sales impact
Measurements of
success?
Sales perspective
of Analysts
Best Practices
Time/Resource
Scale/Complexity
AR Team maturity
Confidence

6. Sales Enablement Benchmark model

7. NEXT STEPS
! Identify and assess with your executives
the main strategic priorities for AR
! Assess the opportunities for AR to
engage with Sales (Keep it simple)
! As an industry we need to work
together with the analyst firms to provide
greater sales transparency
! Consider us as part of your Sales
Enablement development plans

8. ANY QUESTIONS?
thank you for your attention!
For more information, please visit our website, find us on social media or simply send us an email!
www.keacompany.com
Twitter: @keacompany
Mail: duncan.chapple@keacompany.com