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Sales Enablement Plan Playbook

Demand Metric
Demand Metric
Demand MetricChief Analyst/Partner at Demand Metric

Our Sales Enablement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.

Sales Enablement Plan Playbook

1 of 37
SALES ENABLEMENT PLAN
Playbook & Toolkit
Follow this simple step-by-step playbook to develop a sales enablement plan
that increases your win-rate, deal-size and % reps attaining quota.
Table of Contents SALES ENABLEMENT PLAN
Introduction 06
Conclusion 35
Framework 03
Maturity Model 04
About This Playbook 36
Get Project Approval 12
15Prepare Your Company
18Implement Solutions
22Build a Sales Playbook
29Launch to Sales
32Measure & Evolve
stage
stage
stage
stage
stage
stage
1
2
3
4
5
6
Sales Enablement
Metrics Dashboard
Business CaseTraining Course Buyer PersonasSolutions MatrixRoles Matrix
Content For Sales
Cycle Workshop
Positioning Statement
Sales Experience
Quality Report
Sales Playbook
Template
Sales & Marketing
Alignment Tool
Readiness Assessment
Marketing Collateral
Management Tool
Sales Support
Effectiveness Survey
Sales Enablement
Workshop
Strategy Scorecard
Budget Template
Buying Process
Stage Mapping
Competitor Products
Sales Reference
CRM Solution Study
CPQ Solution Study
Maturity Model
Content For Buying
Process Workshop
Competitive Analysis
Dir.ofSalesEnablement
JobDescription
Sales & Marketing
Alignment Workshop
Unique Selling
Proposition
Marketing Automation
Solution Study
EnablementKnowledge
ManagementStudy
Sales Communication
Solution Study
Sales Intelligence
Solution Study
Sales Training Plan
Best Practices Report
Sales Compensation
Solution Report
Leverage the framework below to quickly
empower your organization’s sales enablement strategy.
SALES ENABLEMENT PLAN
Framework
MEASURE6BUILD4 LAUNCH5
Click the buttons below to access all related
training, tools, templates, and other resources.
Benchmark Report
1 APPROVE PREPARE2 IMPLEMENT3
SALES ENABLEMENT PLAN
Maturity Model
Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Technology/
Infrastructure
No defined, evaluated or
implemented Sales Enablement
functions or applications.
No CRM, Marketing Automation,
Knowledge Management or other
Sales Enablement applications in
place. Sales reps use their own
systems and technology to support
their sales efforts.
CRM and/or Marketing Automation in
place with 80%+ rep adoption.
Exploring Sales Enablement applica-
tions such as playbooks, portals,
CPQ, etc.
Marketing Automation & CRM are
highly integrated and Sales Enable-
ment applications are being used.
Defined process for testing and inte-
grating new applications in place.
Mature, integrated Sales Enablement
infrastructure in place built on a CRM
platform with multiple applications inte-
grated & adopted. Reporting available
in one interface.
Operational in nature, reacting to
requests. Loosely defined function in
place for less than two years.
Working from a plan, balanced between
strategic and operational. Defined func-
tion in place for 3+ years.
Highly strategic orientation, docu-
mented plans in place. Defined Sales
Enablement function in place for 5+
years.
Leadership No perceived need for sales enable-
ment. No funding or dedicated staff.
Senior management view Sales
Enablement as one of many success
factors. Funding available for small
pilot projects for testing.
Sales Enablement a key corporate func-
tion. Major initiatives funded, dedicated
staff & budget.
Sales Enablement a critical success
factor driving revenue and growth.
Fully funded and supported by
senior management.
Alignment
Cross-functional SE group formed with
leaders from all departments. Shared
revenue responsibilites. Compensation
may be tied to revenue growth.
Marketing and sales operate in
distrinct silos with minimal align-
ment on goals and activities. Typical
‘hand-off’ style working relationship.
Some marketing/sales alignment
forming on key processes such as lead
scoring, no shared revenue responsi-
bilities yet. Able to ‘coordinate’ efforts
like follow up on campaigns.
Marketing/sales & others ‘collaborate’ on
multiple processes to generate revenues.
SLAs and/or standard definition for SQLs
in place. Goals set for contribution to
pipeline.
Sales
Enablement
SALES ENABLEMENT PLAN
Maturity Model
Sales
Support Tools
Processes
Metrics
Results
No formal lead generation or sales
opportunity management process;
Sales process & buying processes are
not defined.
No formal support or tools for asset
management, CPQ, communica-
tion or other tools. No centralized
portal for collateral (email templates,
proposals, playbooks, etc.) Reps
expected to create their own sales
support material.
Sales enablement success metrics
unknown and not tracked. Revenue ($)
tracked but not necessarily tied to goals.
Lead quality and scoring is unknown
and not tracked.
New reps hit quota in 9-12 months.
30-50% of new sales hired unsuccessful.
Opportunity win rate is less than 10%.
Revenue growth rate is less than 10%.
Metrics in place to measure effec-
tiveness such as #opportunities,
sales productivity metrics, #leads
generated, CPL in some cases
known. No regular monitoring,
reports pulled ad hoc when results
not desirable.
New reps hit quota in 6-9 months.
20-30% of new sales hires unsuc-
cessful. Opportunity win rate is
10-15%. Revenue growth rate is 10-20%.
Known success metrics for top
performing reps. Cost of acquisition
(CAC) known, #downloads from portals,
CRM adoption rate, cost per opportu-
nity measured. Reports monitored and
reviewed at regular intervals (weekly,
monthly, quarterly, annually).
New reps hit quota in 4-6 months.
10-20% of new sales hires unsuc-
cessful. Opportunity win rate is
15-20%. Revenue growth rate is
20-40%.
Marketing ROI, TCO, age of opportuni-
ties, customer lifetime value, retention
rate, pipeline velocity, reps have visi-
bility into team’s productivity & perfor-
mance metrics (may be gamified inside
of CRM), closed loop reporting system
for all campaigns and metrics.
New reps hit quota in 3-4 months.
Less than 10% of new sales hires are
unsuccessful. Opportunity win rate
is 20%+. Revenue growth rate is
40%+.
Sales process defined but not mapped
to buying process. Opportunity
management is ad hoc and unreliable
for forecasting. No sales enablement
processes established yet.
Basic asset management and/or sales
portal with collateral, manual CPQ,
conferencing tools provided. May
have manual sales playbooks, sales
intelligence data sources, competitive
analysis info, formal product training.
Formal lead acquisition process, solid
opportunity management, Sales process
mapped to buying process, defined
process for sales enablement including
strategy planning.
Extensible platform supports MRM, asset
management with ratings, feedback and
version control, sales performance/incen-
tive management, CPQ, conferencing,
playbooks integrated with CRM, field
presentation tools for tablets, etc.
Lead scoring & nurturing, content
mapped to buying and sales process
by persona & journey maps, prioritiza-
tion of sales enablement strategy plan
is done regularly.
Sales organization fully supported
across entire sales cycle from lead
generation to quoting and contracting.
Reporting and feedback effectively
drive development of sales support
infrastructure. Surveys held regularly to
solicit feedback and ideas.
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Sales
Enablement
6SALES ENABLEMENT PLAN
Get Project
Approval
Prepare Your
Company
Implement
Solutions
Build a Sales
Playbook
Launch to Sales Measure &
Evolve
1 2 3 4 5 6
Introduction
What Is the Purpose of This Playbook?
To help you develop a Sales Enablement Plan that:
Is aligned with corporate values and vision
Provides a solid foundation for sales enablement
Supports Corporate Marketing strategy, Product Marketing
plans, and Marketing Communications plan
Corporate Marketing Strategy
Marketing Communications Plan
Product A
Marketing Plan
Product B
Marketing Plan
Outputs from This Playbook
Stage 1 - Get Project Approval
Stage 4 - Build a Sales Playbook
Readiness Assessment, Business Case, Strategy
Scorecard
Buyer Personas, Buying Stage Content Map, Sales
Playbook
Stage 2 - Prepare Your Company
Stage 5 - Launch to Sales
Sales Support Survey, Sales & Marketing Alignment,
Assets Audit, Responsibilities
Launch Pilot, Roll-Out to Entire Sales Team, Roll-Out to
Channel Partners
Stage 3 - Implement Solutions
Stage 6 - Measure & Evolve
CRM, Marketing Automation, Sales Enablement
Systems Implementations
Sales Enablement Metrics Dashboard, Post-Project
Evaluation

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Sales Enablement Plan Playbook

  • 1. SALES ENABLEMENT PLAN Playbook & Toolkit Follow this simple step-by-step playbook to develop a sales enablement plan that increases your win-rate, deal-size and % reps attaining quota.
  • 2. Table of Contents SALES ENABLEMENT PLAN Introduction 06 Conclusion 35 Framework 03 Maturity Model 04 About This Playbook 36 Get Project Approval 12 15Prepare Your Company 18Implement Solutions 22Build a Sales Playbook 29Launch to Sales 32Measure & Evolve stage stage stage stage stage stage 1 2 3 4 5 6
  • 3. Sales Enablement Metrics Dashboard Business CaseTraining Course Buyer PersonasSolutions MatrixRoles Matrix Content For Sales Cycle Workshop Positioning Statement Sales Experience Quality Report Sales Playbook Template Sales & Marketing Alignment Tool Readiness Assessment Marketing Collateral Management Tool Sales Support Effectiveness Survey Sales Enablement Workshop Strategy Scorecard Budget Template Buying Process Stage Mapping Competitor Products Sales Reference CRM Solution Study CPQ Solution Study Maturity Model Content For Buying Process Workshop Competitive Analysis Dir.ofSalesEnablement JobDescription Sales & Marketing Alignment Workshop Unique Selling Proposition Marketing Automation Solution Study EnablementKnowledge ManagementStudy Sales Communication Solution Study Sales Intelligence Solution Study Sales Training Plan Best Practices Report Sales Compensation Solution Report Leverage the framework below to quickly empower your organization’s sales enablement strategy. SALES ENABLEMENT PLAN Framework MEASURE6BUILD4 LAUNCH5 Click the buttons below to access all related training, tools, templates, and other resources. Benchmark Report 1 APPROVE PREPARE2 IMPLEMENT3
  • 4. SALES ENABLEMENT PLAN Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Technology/ Infrastructure No defined, evaluated or implemented Sales Enablement functions or applications. No CRM, Marketing Automation, Knowledge Management or other Sales Enablement applications in place. Sales reps use their own systems and technology to support their sales efforts. CRM and/or Marketing Automation in place with 80%+ rep adoption. Exploring Sales Enablement applica- tions such as playbooks, portals, CPQ, etc. Marketing Automation & CRM are highly integrated and Sales Enable- ment applications are being used. Defined process for testing and inte- grating new applications in place. Mature, integrated Sales Enablement infrastructure in place built on a CRM platform with multiple applications inte- grated & adopted. Reporting available in one interface. Operational in nature, reacting to requests. Loosely defined function in place for less than two years. Working from a plan, balanced between strategic and operational. Defined func- tion in place for 3+ years. Highly strategic orientation, docu- mented plans in place. Defined Sales Enablement function in place for 5+ years. Leadership No perceived need for sales enable- ment. No funding or dedicated staff. Senior management view Sales Enablement as one of many success factors. Funding available for small pilot projects for testing. Sales Enablement a key corporate func- tion. Major initiatives funded, dedicated staff & budget. Sales Enablement a critical success factor driving revenue and growth. Fully funded and supported by senior management. Alignment Cross-functional SE group formed with leaders from all departments. Shared revenue responsibilites. Compensation may be tied to revenue growth. Marketing and sales operate in distrinct silos with minimal align- ment on goals and activities. Typical ‘hand-off’ style working relationship. Some marketing/sales alignment forming on key processes such as lead scoring, no shared revenue responsi- bilities yet. Able to ‘coordinate’ efforts like follow up on campaigns. Marketing/sales & others ‘collaborate’ on multiple processes to generate revenues. SLAs and/or standard definition for SQLs in place. Goals set for contribution to pipeline. Sales Enablement
  • 5. SALES ENABLEMENT PLAN Maturity Model Sales Support Tools Processes Metrics Results No formal lead generation or sales opportunity management process; Sales process & buying processes are not defined. No formal support or tools for asset management, CPQ, communica- tion or other tools. No centralized portal for collateral (email templates, proposals, playbooks, etc.) Reps expected to create their own sales support material. Sales enablement success metrics unknown and not tracked. Revenue ($) tracked but not necessarily tied to goals. Lead quality and scoring is unknown and not tracked. New reps hit quota in 9-12 months. 30-50% of new sales hired unsuccessful. Opportunity win rate is less than 10%. Revenue growth rate is less than 10%. Metrics in place to measure effec- tiveness such as #opportunities, sales productivity metrics, #leads generated, CPL in some cases known. No regular monitoring, reports pulled ad hoc when results not desirable. New reps hit quota in 6-9 months. 20-30% of new sales hires unsuc- cessful. Opportunity win rate is 10-15%. Revenue growth rate is 10-20%. Known success metrics for top performing reps. Cost of acquisition (CAC) known, #downloads from portals, CRM adoption rate, cost per opportu- nity measured. Reports monitored and reviewed at regular intervals (weekly, monthly, quarterly, annually). New reps hit quota in 4-6 months. 10-20% of new sales hires unsuc- cessful. Opportunity win rate is 15-20%. Revenue growth rate is 20-40%. Marketing ROI, TCO, age of opportuni- ties, customer lifetime value, retention rate, pipeline velocity, reps have visi- bility into team’s productivity & perfor- mance metrics (may be gamified inside of CRM), closed loop reporting system for all campaigns and metrics. New reps hit quota in 3-4 months. Less than 10% of new sales hires are unsuccessful. Opportunity win rate is 20%+. Revenue growth rate is 40%+. Sales process defined but not mapped to buying process. Opportunity management is ad hoc and unreliable for forecasting. No sales enablement processes established yet. Basic asset management and/or sales portal with collateral, manual CPQ, conferencing tools provided. May have manual sales playbooks, sales intelligence data sources, competitive analysis info, formal product training. Formal lead acquisition process, solid opportunity management, Sales process mapped to buying process, defined process for sales enablement including strategy planning. Extensible platform supports MRM, asset management with ratings, feedback and version control, sales performance/incen- tive management, CPQ, conferencing, playbooks integrated with CRM, field presentation tools for tablets, etc. Lead scoring & nurturing, content mapped to buying and sales process by persona & journey maps, prioritiza- tion of sales enablement strategy plan is done regularly. Sales organization fully supported across entire sales cycle from lead generation to quoting and contracting. Reporting and feedback effectively drive development of sales support infrastructure. Surveys held regularly to solicit feedback and ideas. STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Sales Enablement
  • 6. 6SALES ENABLEMENT PLAN Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 3 4 5 6 Introduction What Is the Purpose of This Playbook? To help you develop a Sales Enablement Plan that: Is aligned with corporate values and vision Provides a solid foundation for sales enablement Supports Corporate Marketing strategy, Product Marketing plans, and Marketing Communications plan Corporate Marketing Strategy Marketing Communications Plan Product A Marketing Plan Product B Marketing Plan Outputs from This Playbook Stage 1 - Get Project Approval Stage 4 - Build a Sales Playbook Readiness Assessment, Business Case, Strategy Scorecard Buyer Personas, Buying Stage Content Map, Sales Playbook Stage 2 - Prepare Your Company Stage 5 - Launch to Sales Sales Support Survey, Sales & Marketing Alignment, Assets Audit, Responsibilities Launch Pilot, Roll-Out to Entire Sales Team, Roll-Out to Channel Partners Stage 3 - Implement Solutions Stage 6 - Measure & Evolve CRM, Marketing Automation, Sales Enablement Systems Implementations Sales Enablement Metrics Dashboard, Post-Project Evaluation
  • 7. 7SALES ENABLEMENT PLAN Sales Enablement Defined “…the processes, practices, technologies and tools that improve the performance and productivity of the sales organization.” What Can ‘Enabled’ Sales Reps Do Better? Understand Buyer Needs – including industry trends, common business problems, and the competitive options available to buyers to solve their issues. Sell New Products – get up to speed quickly on recently launched products. Deal with Objections – learn how to respond to common objections with answers that have been proven to put the buyer at ease and change their thinking about a key issue. Pitch with Confidence – having the knowledge and tools they need inspires rep confidence. Produce Faster – new reps start producing in less time with a solid Sales Enablement program. Equip Champions – with content that buyers can use to inter- nally sell your solution for you. Jesse Hopps CEO Demand Metric Bottom line Sales Enablement drives revenue by directly impacting the sales teams’ ability to close more deals. Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 3 4 5 6 Introduction
  • 8. 8SALES ENABLEMENT PLAN Problems with Traditional Sales Enablement In many organizations, “Sales Enablement” has been a one-way inclusion of Marketing materials into a sales portal or intranet without any real insight into what’s being used or is valued by the buyer. Symptoms of a failing Sales Enablement strategy include content repositories that contain: Too much content – good quality material is buried amongst the sheer volume of documents Minimal insight – Marketing has no idea what content is used by Sales or what’s working well Organized by product – rather than by buyer profile, industry or specific sales situations Out of date content – most reps store files locally and use outdated sales support documents Adoptionissues–whennotintegratedwithCRM,mobiledevices or email, reps don’t use it, or are not achieving their goals. Sales Enablement Framework Our Sales Enablement Framework was designed to help organiza- tions understand that enabling sales is cross-departmental endeavor requiring careful coordination. We break Sales Enablement down by the key Roles, Responsibilities, Processes, Technology, Content and Metrics needed for success. V I E W R E S O U R C E Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 3 4 5 6 Introduction
  • 9. 9SALES ENABLEMENT PLAN V I E W R E S O U R C E Sales Enablement Maturity Model The Sales Enablement Maturity Model will help you progress through your journey to sales enablement excellence. There are clearly defined stages and a roadmap for improving capa- bilities over time. Download the full Sales Enablement Maturity Model to assess your current level of maturity and chart your path for advancing forward. Demand Metric’s PATCHES Framework Use this acronym to remember a solid framework for Sales Enablement in your organization: Playbooks: build a Sales Playbook to equip reps with the knowledge, tools, and activities they need to succeed. Assets: maintain content and digital assets in a system that allows sales reps to rate quality and usefulness. Training: consider methodologies such as SPIN Selling or Miller Heiman to standardize your sales process. Commitment: get a formal commitment from sales reps to use and rate all materials provided by Marketing. Hiring: sales reps with the same skills and attitudes as your current star performers. Enabling Technology: CRM, Marketing Automation and Sales Enablement systems should work on mobile devices. Sales Process: map your sales process to the buying process and build content based on key buyer personas. P A T C H E S Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 3 4 5 6 Introduction
  • 10. 10SALES ENABLEMENT PLAN What Goes Inside a Sales Playbook? A Sales Playbook is a collection of information, knowledge, sales tools, and activities that have been proven to assist with closing busi- ness in a variety of common sales situations. You can structure your playbook like this: 1. Company Overview 2. Marketing Insights 3. Sales Opportunities 4. Stage 1 – Need / Prospecting 5. Stage 2 – Discovery / Qualification 6. Stage 3 – Consideration / Demo 7. Stage 4 – Decision / Proposal 8. Stage 5 – Review / Contract Why Do You Need a Sales Playbook? “51% of reps attain quota at firms using a Sales Playbook, compared to 40% at firms who don’t have a Sales Playbook.” “38% of buyers felt solution providers didn’t provide enough content to help them navigate through each stage of the buying process.” “65% of companies said sales teams use less than 50% of marketing content as it is not accessible, low impact or inappropriate.” “Only 8% of B2B companies say they have tight alignment between sales and marketing” Aberdeen Group, November 2011 Demand Gen Report: Transforming the B2B Buying Process Corporate Visions Q2 2012 Sales and Marketing Messaging Report Forrester Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 3 4 5 6 Introduction SALES PLAYBOOK Template V I E W R E S O U R C E
  • 11. 11SALES ENABLEMENT PLAN Where do Sales Playbooks Help Most? 1. On-Boarding New Hires Faster – when new high-caliber sales reps join your firm, they will get up to speed quicker by following the ‘best practices’ or ‘plays’ used by top performing reps rather than learning from their own experiences and failures. 2. Improving Performance for Average Reps – by showing a repeatable process for how your star performers achieve their results, you can increase the performance of ‘middle-of-the-pack’ reps who are generally the ones who affect the bottom-line the most. 3. Radiating & Penetrating Key Accounts – in tough competitiveenvironmentsormatureindustries,having key knowledge about competitors, buyer needs, and industry-based solutions can make the difference between growing an account or losing it all together. How to Use this Playbook: This playbook consists of six stages, each with a description, steps and action items. Action items include using our premium tools & templates. Our intention with this playbook is to help you: Plan and craft a strategy to drive adoption of Sales Playbooks by sales reps & channel partners Understand sales enablement and identify opportu- nities to improve your organization’s capabilities Evaluate and select the technology that will be the backbone of your enablement strategy Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 3 4 5 6 Introduction
  • 12. Get Project Approval STAGE 1 SALES ENABLEMENT PLAN Unless your senior management team is spear-heading a Sales Enablement initiative in your company, you will have to build the case for allocating resources and funding to this project. In this Stage, you will focus your efforts around the preliminary analyses required to get approval for a Sales Enablement project: STEP 1: Assess Organizational Readiness STEP 2: Build the Business Case STEP 3: Create a Strategy Scorecard
  • 13. 13SALES ENABLEMENT PLAN Introduction Get Project Approval 1 Senior Management Commitment Digital Asset Management Content Management Process Sales & Marketing Alignment Systems & Technology Executive Summary Opportunity Overview Key Success Factors Assumptions Decision-Making Criterion Business Impact Analysis Risks & Contingency Plans Recommendation Assess Organizational Readiness Build the Business Case STEP 1 STEP 2 Action Item Action Item Use the Sales Enablement Readiness Assessment to help you measure your preparedness for a Sales Enablement initiative. Use the Business Case Template to document why senior management should allocate resources to this program. Areas of the readiness assessment include: Sections of the Business Case should include: V I E W R E S O U R C E V I E W R E S O U R C E Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 2 3 4 5 6
  • 14. 14SALES ENABLEMENT PLAN Improve Average Deal Size Reduce Length of Sales Cycle Gain Adoption of Sales Playbook Audit Assets to Identify Gaps Create a Strategy Scorecard STEP 3 Action Item Use the Sales Enablement Strategy Scorecard to document your high level sales enablement objectives, initiatives, KPIs and target timeframes. Examples of common objectives include: V I E W R E S O U R C E Introduction Get Project Approval 1 Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 2 3 4 5 6
  • 15. Prepare Your Company STAGE 2 In this Stage you will seek to understand the gaps between the Sales & Marketing departments in terms of sales support, organizational alignment, content and assets, and missing job functions and skills. You will perform the following actions to prepare your company for Sales Enablement: STEP 1: Conduct a Sales Support Survey STEP 2: Assess Sales & Marketing Alignment STEP 3: Audit Condition of Existing Assets STEP 4: Outline New Roles & Responsibilities SALES ENABLEMENT PLAN
  • 16. 16SALES ENABLEMENT PLAN Introduction 2 Prepare Your Company CRM Demand Generation Lead Management Product Training Organizational Relationships Metrics & Value Measurement Lead Generation & Pipeline Systems & Technology Messaging & Materials Culture Company Training Marketing Collateral Brand Awareness Partnership Management Conduct a Sales Support Survey Assess Sales & Marketing Alignment STEP 1 STEP 2 Action Item Action Item Use the Sales Support Effectiveness Survey to identify strengths and weaknesses in your current sales support processes, systems, assets and knowledge management. Use our Sales & Marketing Alignment Tool to identify gaps in your existing alignment and see how world-class organiza- tions structure their relationship between Sales & Marketing. This survey is intended to address the following areas: This assessment will audit these key alignment areas: V I E W R E S O U R C E V I E W R E S O U R C E Get Project Approval Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 3 4 5 6
  • 17. 17SALES ENABLEMENT PLAN STEP 3 STEP 4 Name of Asset Status Owner Last Updated Date Usage Distribution Implementing CRM & Marketing Automation systems Developing a Sales Playbook Training, Mentoring & Coaching of Sales Managers Managing Technical Support for End Users Ensuring Sales Methodologies are Followed Audit Condition of Existing Assets Outline New Roles & Responsibilities Action Item Action Item Use our Marketing Collateral Management Tool to identify the condition of your existing marketing collateral and sales assets. Use our Director of Sales Enablement Job Description to clearly document the new role and responsibilities of the person who will be heading up your Sales Enablement department. This audit will provide you with the following information: Some major responsibilities of this position include: V I E W R E S O U R C E V I E W R E S O U R C E Introduction 2 Prepare Your Company Get Project Approval Implement Solutions Build a Sales Playbook Launch to Sales Measure & Evolve 1 3 4 5 6
  • 18. Implement Solutions STAGE 3 This Stage will help you select, implement and integrate your Sales Enablement solutions: STEP 1: Implement a CRM System STEP 2: Implement a Marketing Automation System STEP 3: Implement a Sales Intelligence System STEP 4: Implement a CPQ System (if necessary) STEP 5: Implement an Enablement KM System STEP 6: Implement a Sales Communication System SALES ENABLEMENT PLAN
  • 19. 19SALES ENABLEMENT PLAN CRM Readiness Assessment Tool CRM Program Strategy Scorecard CRM Maturity Assessment CRM Business Case Template CRM Consulting Services RFP Marketing Automation Business Case Marketing Automation Consulting RFP Marketing Automation Maturity Assessment Marketing Automation ROI Calculator Marketing Automation System RFP Marketing Automation Vendor Evaluation Marketing Automation Vendor Matrix CRM System RFP Template CRM Vendor Evaluation Matrix CRM Program Metrics Dashboard CRM Administrator Job Description Implement a CRM System Implement a Marketing Automation System STEP 1 STEP 2 Action Item Action Item Use the CRM: Insights, Landscape & Vendor Analysis Solu- tion Study and tools and templates to implement a CRM system. Use the Marketing Automation: Insights, Landscape & Vendor Analysis Solution Study and tools to implement a Marketing Automation system. Introduction Implement Solutions 3 CRM Solution Study MARKETING AUTOMATION Solution Study V I E W R E S O U R C E V I E W R E S O U R C E Get Project Approval Prepare Your Company Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 4 5 6
  • 20. 20SALES ENABLEMENT PLAN Sales Intelligence Maturity Assessment Sales Intelligence Strategy Scorecard Sales Intelligence System RFP Sales Intelligence Vendor Evaluation Sales Intelligence Vendor Matrix Sales Intelligence Metrics Dashboard CPQ Readiness Assessment CPQ Strategy Scorecard CPQ System RFP CPQ Vendor Evaluation CPQ Vendors Matrix CPQ Metrics Dashboard Implement a Sales Intelligence System Implement a CPQ System (if necessary) STEP 3 STEP 4 Action Item Action Item Use the Sales Intelligence: Insights, Landscape & Vendor Analysis Solution Study and tools to implement a Sales Intelligence system. Use the CPQ Insights, Landscape & Vendor Analysis Solu- tion Study and tools to implement a Configure, Price, Quote (CPQ) system. CPQ Solution Study V I E W R E S O U R C E Introduction Implement Solutions 3Get Project Approval Prepare Your Company Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 4 5 6 SALES INTELLIGENCE Solution Study V I E W R E S O U R C E
  • 21. 21SALES ENABLEMENT PLAN Enablement KM Maturity Assessment Enablement KM Strategy Scorecard Enablement KM System RFP Enablement KM Vendor Evaluation Enablement KM Vendors Matrix Enablement KM Metrics Dashboard Sales Communication Strategy Scorecard Sales Communication Vendor Matrix Sales Communication Metrics Dashboard Implement an Enablement KM System Implement a Sales Communication System STEP 5 STEP 6 Action Item Action Item Use the Enablement Knowledge Management: Insights, Landscape & Vendor Analysis Solution Study and tools to implement an Enablement KM System. Use the Sales Communication: Insights, Landscape & Vendor Analysis Solution Study and tools to implement a Sales Communications System. ENABLEMENT KNOWLEDGE MANAGEMEN Solution Study SALES COMMUNICATION Solution Study V I E W R E S O U R C E V I E W R E S O U R C E Introduction Implement Solutions 3Get Project Approval Prepare Your Company Build a Sales Playbook Launch to Sales Measure & Evolve 1 2 4 5 6
  • 22. Build a Sales Playbook STAGE 4 To this point, you have received approval for a Sales Enablement initiative, assessed and prepared your company, and selected the right technology solutions to be successful. Now is the time when the rubber hits the road and you build your Sales Playbook to realize the all the benefits of Sales Enablement. In this Stage, you will do four major activities: STEP 1: Identify Key Buyer Personas & Needs STEP 2: Map Assets & Messages to Buying Process STEP 3: Build a Sales Playbook STEP 4: Put Playbook in Sales Enablement System SALES ENABLEMENT PLAN
  • 23. 23SALES ENABLEMENT PLAN Introduction Build a Sales Playbook 4 Background (Job Title, Income, Age, Education) Situation (priorities, pain points, motivation, needs, goals) Habits (likes/dislikes, trusted resources, research methods) Decision-Making (authority, budget, purchase process) Need Discovery Consideration Decision Review Provoke Educate Explain Reassure Maintain Identify Key Buyer Personas & Needs Map Assets & Messages to Buying Process STEP 1 STEP 2 Action Item Action Item Use the Buyer Persona Template to document relevant information about the prototypical ‘key players’ involved in making a decision to purchase your products and services. Use the Buying Process Stage Template to identify the messages and assets needed to align your sales process and actions with each buyer persona’s progress through their buying process. Characteristics you will want to capture include: Buying Process Sales Actions V I E W R E S O U R C E V I E W R E S O U R C E Get Project Approval Prepare Your Company Implement Solutions Launch to Sales Measure & Evolve 1 2 3 5 6
  • 24. 24SALES ENABLEMENT PLAN Case Study Template White Paper Template Press Release Template Business Case Template It is a long-term view and concentrates on the future It can be emotive and is a source of inspiration Build a Sales Playbook Sales Playbook: Company Overview STEP 3 STEP 3A Action Item Action Item Use the Sales Playbook Template to customize your sales playbook and ensure that it will be adopted and cherished by your sales representatives and marketing department. Here are a few resources you can include in your Playbook: A vision statement outlines what the organization wants to be, or how it wants the world in which it operates to be (an “idealized” view of the world). Having a solid vision statement is important because: SALES PLAYBOOK Template V I E W R E S O U R C E V I E W R E S O U R C E Use the Vision Statement Worksheet to capture your CEO’s vision for the organization and add it into your Sales Playbook, along with other company facts in the Company Overview section. Introduction Build a Sales Playbook 4Get Project Approval Prepare Your Company Implement Solutions Launch to Sales Measure & Evolve 1 2 3 5 6
  • 25. 25SALES ENABLEMENT PLAN Sales Playbook: Marketing Insights Sales Playbook: Sales Opportunities STEP 3B STEP 3C Action Item Action Item Use the following resources to complete the marketing infor- mation section: Use the following resources to highlight key industries, buyers, and sales “plays”: 1. STEP Industry Analysis Tool 2. Customer Profile Template 3. Lead Acquisition Model 4. Qualified Lead Definition Tool 5. Marketing Calendar 1. Market Segmentation & Analysis Tool 2. Buyer Persona Template 3. Buying Process Stage Template Introduction Build a Sales Playbook 4Get Project Approval Prepare Your Company Implement Solutions Launch to Sales Measure & Evolve 1 2 3 5 6 V I E W R E S O U R C E V I E W R E S O U R C E
  • 26. 26SALES ENABLEMENT PLAN Sales Playbook: Stage 1 (Building Need) Sales Playbook: Stage 2 (Discovery) STEP 3D STEP 3E Action Item Action Item Use the following resources to help sales reps build need and position your solution: Use the following resources to help sales reps qualify sales opportunities: 1. Positioning Statement Worksheet 2. Unique Selling Proposition Template 1. Qualified Lead Definition Tool 2. Bid or No Bid Assessment Introduction Build a Sales Playbook 4Get Project Approval Prepare Your Company Implement Solutions Launch to Sales Measure & Evolve 1 2 3 5 6 V I E W R E S O U R C E V I E W R E S O U R C E
  • 27. 27SALES ENABLEMENT PLAN Sales Playbook: Stage 3 (Consideration) Sales Playbook: Stage 4 (Decision) STEP 3F STEP 3G Action Item Action Item Use the following resources to help your sales reps demo your solutions effectively: Use the following resources to help sales reps improve their proposals to win deals: 1. Feature Advantage Benefit Tool 2. Objection Responses Tool 3. Sales Script Template 4. Sales Presentation Template 5. Delivering Great Presentations Workshop 1. Sales Proposal Template 2. Competitive Analysis Tool 3. Competitive Products Sales Reference 4. Decision Maker Influencer Map Note – Remember to add screenshots for how to update sales opportunities in your CRM system for this stage. Note – Be sure to include other data & success metrics in this section such as Closing Ratio %, number of Meetings/Deal, Sales Cycle (avg. number of days) and Revenue/month needed to be a top performer. Introduction Build a Sales Playbook 4Get Project Approval Prepare Your Company Implement Solutions Launch to Sales Measure & Evolve 1 2 3 5 6 V I E W R E S O U R C E V I E W R E S O U R C E
  • 28. 28SALES ENABLEMENT PLAN A single PDF document that can be downloaded A directory of files on a Sales Enablement system Sales Playbook: Stage 5 (Purchase) Put Playbook in Sales Enablement System STEP 3H STEP 4 Action Item Action Item Use the Service Level Agreement following resource to provide customers with your SLA post-purchase. Upload the completed Sales Playbook document(s) into a Sales Enablement system to allow for tracking of usage, rating of materials, and other key analytics. Sales Playbooks can be formatted in the following ways:Note – Be sure to ask sales reps to inquire as to whether new customers would be willing to participate in a case study or provide a testimonial to assist in future deals. Note – We recommend using a Sales Enablement system as it provides the most flexibility, will track individual document usage & ratings, ensures the most current version is being used and can be integrated into CRM systems & mobile apps. Introduction Build a Sales Playbook 4Get Project Approval Prepare Your Company Implement Solutions Launch to Sales Measure & Evolve 1 2 3 5 6 V I E W R E S O U R C E SALES PLAYBOOK Template V I E W R E S O U R C E
  • 29. Launch to Sales STAGE 5 In this Stage you will be rolling out the Sales Enablement program to sales. We recommend that you start with a small pilot group of 3–10 reps who are well respected and solid performers. Once you have ironed out the kinks and incorporated the pilot group’s feedback into your program, you are ready to launch to the entire sales team and channel partners. There are three steps to go through: STEP 1: Launch to Pilot Group of Sales Reps STEP 2: Launch to Sales Team STEP 3: Launch to Channel Partners SALES ENABLEMENT PLAN
  • 30. 30SALES ENABLEMENT PLAN Introduction Launch to Sales 5 Launch to Pilot Group of Sales Reps Launch to Sales Team STEP 1 STEP 2 Action Item Action Item Get your Sales Playbook in the hands of a pilot group of sales reps for feedback, and ask them to integrate the mate- rials into their daily routine. Run the pilot for 30–60 days. Set up a training workshop to roll-out the Sales Playbook and Sales Enablement system to the entire sales team. This can be done in a live meeting or in an online webinar format. Styling & Format Organization of Content Update Training Documents Add Unexpected Sales Situations Identify Missing Critical Assets Getting Formal Commitment to Use Playbook Having Top Reps Champion the Program Preparing Answers for Objections from Sales Reps Ensuring Senior Management Sponsorship Making the Playbook Easy to Use to Find Sales Tools Expect to make the following revisions: A few key success factors for the roll-out include: Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Measure & Evolve 1 2 3 4 6 SALES PLAYBOOK Template V I E W R E S O U R C E
  • 31. 31SALES ENABLEMENT PLAN STEP 3 Launch to Channel Partners Action Item Set up a training workshop to roll-out the Sales Playbook and Sales Enablement system to your channel partners. Again, this can be done in a live meeting or in an online webinar format. Here are a few additional resources to help you manage your channel program: Distributor Metrics Dashboard Partnership Application Form Partnership Development Tracking Tool Partnership Marketing Assessment Partnership Marketing Agreement Partnership Marketing Evaluation Matrix Referral Partnership Agreement Introduction Launch to Sales 5Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Measure & Evolve 1 2 3 4 6
  • 32. Measure & Evolve STAGE 6 Now that your Sales Enablement program and Sales Playbook have been launched, you need to take a moment to reflect on the program, measure success of the initiative and plan for the natural evolution and maintenance of your Sales Playbook. In this Stage you will: STEP 1: Set Up a Metrics Dashboard STEP 2: Conduct a Post-Project Review STEP 3: Update the Sales Playbook SALES ENABLEMENT PLAN
  • 33. 33SALES ENABLEMENT PLAN Introduction Measure & Evolve 6 Average Deal Size Win/Loss Rate Sales Cycle Length (days) Number of Monthly Downloads from Sales Enablement system Adoption Rate of CRM system Adoption Rate of Sales Enablement system Overall Project Assessment Scope Management Quality of Deliverables Key Accomplishments Best Practices Developed Set Up a Metrics Dashboard Conduct a Post-Project Evaluation STEP 1 STEP 2 Action Item Action Item Use our Sales Enablement Metrics Dashboard to collect key metrics and compare with previous results, before the Sales Enablement initiative was launched. Use our Post Project Evaluation to determine the overall success of the project, document lessons learned and provide closure on the first round of activities. Following are some key metrics you want to analyze: Here are the sections of the post-project evaluation: V I E W R E S O U R C E Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales 1 2 3 4 5 V I E W R E S O U R C E
  • 34. 34SALES ENABLEMENT PLAN When New Marketing Assets are Created A Top Performing Rep Discovers a New ‘Best Practice’ New Products are Launched or Acquired There is a Change in Senior Leadership The CEO Sets a New Vision for the Company Update the Sales Playbook STEP 3 Action Item Create a quarterly or semi-annual project to formally audit all Sales Playbook materials to ensure they are up-to-date and new ‘best practices’ and analyses have been added. When Do You Need to Update the Sales Playbook? Introduction Measure & Evolve 6Get Project Approval Prepare Your Company Implement Solutions Build a Sales Playbook Launch to Sales 1 2 3 4 5 SALES PLAYBOOK Template V I E W R E S O U R C E
  • 35. Conclusion At the end of any project, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective Sales Enablement program: Creating or auditing your existing Sales Playbook Assisting with using any of the tools referenced in this playbook Providing hands-on marketing assistance to accelerate achieving your marketing department’s goals. To learn more, simply contact Demand Metric: info@demandmetric.com SALES ENABLEMENT PLAN
  • 36. About This Playbook SALES ENABLEMENT PLAN Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com
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