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Sales Content That Sells: A Proven Approach To Sales Enablement Success

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Presentation deck from Content Marketing World 2018 in Cleveland, OH

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Sales Content That Sells: A Proven Approach To Sales Enablement Success

  1. 1. Sales Content that Sells: A Proven Approach To Sales Enablement Success Matt Heinz President, Heinz Marketing Inc @heinzmarketing @heinzmarketing• #CMWorld
  2. 2. HOUSEKEEPING ① Copy of this deck ② Freebies! ① Full Funnel Marketing (the book), ② Sales Velocity Calculator ③ KPI Metrics Architecture ④ Matt’s bacon recipe ③ Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want! @heinzmarketing • #CMWorld
  3. 3. Why is selling so hard today? @heinzmarketing • #CMWorld
  4. 4. Is it how we sell? …. how they buy? @heinzmarketing • #CMWorld
  5. 5. Impact on the entire lifecycle @heinzmarketing • #CMWorld
  6. 6. @heinzmarketing • #CMWorld What has changed?
  7. 7. @heinzmarketing • #CMWorld Five customer changes impacting your success
  8. 8. @heinzmarketing • #CMWorld Your customers are: 1. Busier than ever
  9. 9. @heinzmarketing • #CMWorld
  10. 10. @heinzmarketing • #CMWorld Your customers are: 1. Busier than ever 2. Self-educated
  11. 11. @heinzmarketing • #CMWorld When do they call you?
  12. 12. @heinzmarketing • #CMWorld Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical
  13. 13. @heinzmarketing • #CMWorld 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful Your customers are:
  14. 14. @heinzmarketing • #CMWorld Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded
  15. 15. @heinzmarketing • #CMWorld Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you!
  16. 16. @heinzmarketing • #CMWorld So what IS working today?
  17. 17. @heinzmarketing • #CMWorld 4 Lessons from The Challenger Sale
  18. 18. @heinzmarketing • #CMWorld Let’s not pretend this is new…
  19. 19. @heinzmarketing • #CMWorld 1. How you sell is more important than what you sell
  20. 20. @heinzmarketing • #CMWorld 2. Challengers teach, tailor & take control
  21. 21. @heinzmarketing • #CMWorld 3. The value of your insights trumps the quality of your product
  22. 22. @heinzmarketing • #CMWorld 4. Be memorable, not agreeable
  23. 23. @heinzmarketing • #CMWorld How do you break through?
  24. 24. @heinzmarketing • #CMWorld The Five Foundations of Customer Commitment
  25. 25. @heinzmarketing • #CMWorld The Five Foundations of Customer Commitment 1. Attention
  26. 26. @heinzmarketing • #CMWorld The Five Foundations of Customer Commitment 1. Attention 2. Interest
  27. 27. @heinzmarketing • #CMWorld The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust
  28. 28. @heinzmarketing • #CMWorld The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction
  29. 29. @heinzmarketing • #CMWorld The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
  30. 30. @heinzmarketing • #CMWorld The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
  31. 31. @heinzmarketing • #CMWorld The buyer’s journey
  32. 32. @heinzmarketing • #CMWorld The Sales Development Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success
  33. 33. @heinzmarketing • #CMWorld The Sales Development Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success Plan & Understand Execute Measure
  34. 34. @heinzmarketing • #CMWorld The Sales Development Framework: Plan & Understand Target Market Sales Cycle Team Message Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation
  35. 35. @heinzmarketing • #CMWorld The Sales Development Framework: Execute Reach Enabling Technology Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking
  36. 36. @heinzmarketing • #CMWorld The Sales Development Framework: Measure Metrics of Success Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution
  37. 37. @heinzmarketing • #CMWorld The Sales Development Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution
  38. 38. @heinzmarketing • #CMWorld Sales Development Evolution Initial Ad-Hoc Defined Managed Optimized Target Market Lack of clearly defined target market and Ideal Customer Profile (ICP), no personas Limited/assumption-based approach to market/customer. Limited to no qualification criteria defined Ideal Customer Profile defined, personas defined and articulated Known accounts, defined and agreed to qualification criteria, defined and confirmed personas Iterative approach to target account identification, dynamic personas, qualification criteria drives targeting Sales Cycle No known or defined repeatable approach Ad hoc approach & understanding of how customer buys Understood time and decision making process, friction remains Known and articulated buying journey, enablement focus Selling process aligned with buying process, all known friction removed Team Undefined roles and responsibilities, no skills mapping/development Major functional roles defined, high churn, low performance Roles, responsibilities, and competency profiles defined and operational Responsibilities and hand-offs known and operational, team is performing Aligned team structure, career path and skill milestones Message No unified message and/or compelling value proposition Confusing and disorganized message, no consistency and company-centric Defined messaging and positioning mapped to audience, speaking to market and needs vs. feature/benefit Content editorial calendar in place, major trust validation content in production, defined industry “point of view” Versioned strategic messaging framework approach, content editorial calendar speaks to customer need/outcome Reach One-off bulk emails, direct ask outreach “Every person for themselves” with no coordination Sales playbook(s) in place but used for reference vs. execution Coordinated efforts among email, phone, online, offline channels Integrated and executed outreach “plays” across channels Enabling Technology Limited to no real technology in place. Basic email, phone, spreadsheets Individual purchase decisions drive technology, low utilization, no integrated plan Major categories purchased and in place, some coordination among teams All current tools configured and utilized to justify expenditures Technology aligned with process, approach in place to test new tools Metrics of Success Random and inconsistent measurement Individual teams and contributors track and promote their metrics Major categories tracked but bias towards actions vs. outcomes Alignment around creating opportunities and revenue contribution across all activities Full funnel measurement and accountability
  39. 39. @heinzmarketing • #CMWorld Sales + Marketing = Sales Development Process Focus Sales Marketing Define Target Market Support Lead Understand Sales Cycle Lead Support Build and Train Team Lead Lead Create Compelling Message Support Lead Reach Prospects Support Lead Choose Enabling Technology Lead Lead Apply Metrics of Success Lead Lead
  40. 40. A 3 Phase Approach @heinzmarketing • #CMWorld REVIEW DESIGN DEPLOY
  41. 41. The Sales Development Review @heinzmarketing • #CMWorld 1. Ideal Customer Profile defined and approved? 2. Target personas for all involved in buying process? 3. Messaging by audience? 4. Compelling positioning? 5. Content mapped to funnel stage? 6. Internal sales process defined? 7. Aligned metrics and incentives?
  42. 42. Conduct a Sales Development Review @heinzmarketing • #CMWorld Review Step Details Ideal Customer Profile defined and approved? Definition includes attributes of your “best” customers – lifetime value, revenue growth, satisfaction, etc Target personas for all involved in buying process? Who can say yes? Who can say no? Who slows things down? Messaging by audience? Speak to their need and desired outcome Compelling positioning? Rats vs. Dents Content mapped to funnel stage? Not about you, about them Internal sales process defined? What happens when? Who does what? Aligned metrics and incentives? Are you closing to the right thing?
  43. 43. Designing Your Sales Development Process @heinzmarketing • #CMWorld • Take inventory of where you are • Be methodical and intentional • Use an iterative approach • Focus on building pipeline
  44. 44. Design Your Sales Development Process @heinzmarketing • #CMWorld 1. Understand your target customer 2. Know what a qualified lead looks like 3. Emphasize needs and outcomes in messaging 4. Understand your conversion rates 5. Always follow up 6. Engage in context 7. Understand how your customer buys 8. Get on the same side of the table 9. Get a purchase commitment 10. Closed/won is the end of the beginning
  45. 45. @heinzmarketing • #CMWorld Use an Iterative Campaign Framework
  46. 46. @heinzmarketing • #CMWorld Iterative Campaign Framework Stage Steps Detail Identify Target Opportunities 1. Scan market 2. Develop hypotheses 3. Understand need/outcome • What problem do we solve? • Who has this problem? • Do they spend money on it? • Do we deliver the desired outcome? Create Standard Approach 1. Value proposition & messaging 2. Consumable Content 3. Path to target audience • Articulate understanding of need • Structure value proposition • Create “anchor” content • How and where does target audience consume content? Execute & Review Campaign 1. Deploy Playbook 2. Review results 3. Adjust approach • Structure test – budget and program • Compare to assumptions • Success? Adjust campaign • Failure? Move to next opportunity
  47. 47. @heinzmarketing • #CMWorld Suggested Weekly Agenda Agenda Item Detail Opportunities Created & Deals Closed Compared to previous time period, where did they come from, how do we get more of them? Process Improvements What needs attention/is working well? Restate/Review Qualified Lead Definition Are we engaging the right accounts and contacts? Service Level Agreement (SLA) Do we have the right skills in place? Training needed? Open headcount? Major activities until next meeting What is happening next? Marketing campaigns? PR activity? Sales contests?
  48. 48. @heinzmarketing • #CMWorld Focus on Continuous Improvement
  49. 49. HOUSEKEEPING ① Copy of this deck ② Freebies! ① Full Funnel Marketing (the book) ② Sales Velocity Calculator ③ KPI Metrics Architecture ④ Matt’s bacon recipe ③ Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want! @heinzmarketing • #CMWorld
  50. 50. Matt Heinz President Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com @heinzmarketing • #CMWorld Thank you!

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