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Improving Sales Enablement Keeping it Simple

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Improving Sales Enablement Keeping it Simple

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Improving Sales Enablement Keeping it Simple

  1. 1. IMPROVING SALES ENABLEMENT KEEPING IT SIMPLE FOR SALES INTAKE Lisa Dennis President
  2. 2. OVERVIEW  Top 5 sales enablement misfires that too many companies make  Sales enablement best practices and next practices  How content marketing fits into the sales enablement strategy  How to assess if technology has taken over your smart sales enablement process
  3. 3. SALES ENABLEMENT – DEFINITIONS Getting the right information into the hands of the right sellers at the right time and place, and in the right format, to move a sales opportunity forward. Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.
  4. 4. IS THE TERM A MISNOMER? Sales Enablement Buyer Enablement
  5. 5. WHO IS RESPONSIBLE? SALES ENABLEMEN T FIELD MARKETING SALES OPERATION S MARKETING OPERATION S
  6. 6. TRENDS, THOUGHTS THAT MATTER 24% less B2B sales people will be required by 2020 Andy Hoar, Forrester Analyst Marketing = Enablement Paul Gottsegen, Sr. VP Chief Marketing & Strategy Officer, Mindtree The nature of marketing has exploded from an ancillary communications function to the Grand Central Station of customer experience. Scott Brinker,
  7. 7. SALES ENABLEMENT MISFIRES Mistake #1: Equating sales enablement with just sales collateral creation & delivery Mistake #2: Adopting a top-down approach to sales enablement Mistake #3: Defining Content from a Marketer Point of View Mistake #4: Sales Enablement is not goaled and measured. Mistake #5: Don’t publish results of sales enablement
  8. 8. MISFIRE REDIRECTS Redirect #1: Focus on the Buyer, not on Marketing or Sales Redirect #2: Identify and engage a sales “Poster child” to help deploy Redirect #3: “Install” Content and how to use it with Sales Team Redirect #4: Define enablement metrics WITH Sales Redirect #5: Announce deals won & highlight enablement contribution
  9. 9. GOALS OF SALES ENABLEMENT  Identify and install the right seling behaviours that drive execution  Drive the customer value proposition in all communications  Deliver the right materials and make it easy for sales people to access and locate  Cover all the bases of training, content, tools, communication and measurement.  Increase the speed at which sales people can respond and deliver a presentation or a proposal to drive opportunities more effectively
  10. 10. THE RIGH T STUF F @ THE RIGH T TIME
  11. 11. ENABLEMENT IS EVOLVING THEN  Automating sales materials  Sales portal as a storage vault  Standard content for sales person to customize  Management decides what collateral is needed Now  Collateral + content/assets, process, skills, people, technology, metrics  Cloud for anytime / anywhere access  Version control: latest & greatest  Sales input on necessary content & tools  Move to mobile delivery  Tracking of buyer engagement
  12. 12. REAL LY? 1,876 VENDORS REPRESE NTED ACROSS 4 3 CATEGORI ES OVER 50% GROWTH SINCE 2014
  13. 13. GETTING CLEAR ON NEEDS IS AN IMPERATIVE
  14. 14. ASSESSING TECHNOLOGY TAKEOVER  Is the sales enablement process entirely determined by the software?  How many “work-arounds” or manual inputs to you have to address this?  Are you more focused on delivery than on impact?  Is content asset consumption factored into your usage of tools?  How much integration is possible across marketing, sales, and enablement tools?  What is the state of compliance in using the tools?
  15. 15. BEST PRACTICES IN SALES ENABLEMENT Define best practices on attributes that matter to your own organization - what do your top performers Use for content Total sales generated Percentage of quota attainment Average time to close deals by product Product mix sold Tools used and how Relationship management practices
  16. 16. NEXT PRACTICES IN SALES ENABLEMENT • Are you serving up the content across device types? • Do you have a mobile strategy? • Is training on demand, interactive, as well as delivered quarterly? • Are you enabling regular, online role-playing? • Are you measuring content usage?
  17. 17. CONTENT IN SALES ENABLEMENT Develop content strategy and SEO strategy in tandem or review SEO strategy and embed in content development. Go conversational, use story telling as the primary approach. Which content assets are driving the best results in: Lead generation Field activities Sales usage Develop a content map aligned to YOUR buyer’s journey
  18. 18. IN ACTION – PROGRESS SOFTWARE Asset Inventory – all product & industry managers  STATUS  CATEGORY  TITLE  DESCRIPTION  ASSET TYPE  BUYER TYPE  INDUSTRY  URL
  19. 19. IN ACTION – PROGRESS SOFTWARE GLOBAL FIELD ORGANIZATION PORTAL - Defined content requirements & limitations Prod 1 Prod 2 Prod 3 Prod 4 Prod 5 Prod 6
  20. 20. IN ACTION - WEBBMASON SOLUTIONS PACKAGES DEFINED QUICK REFERENCE GUIDES LIVE TRAINING 8 WEEKS OF VIRTUAL COACHING
  21. 21. IN ACTION - WEBBMASON PITCH BOOKS - PRESENTS OFFERING - ALLOWS BALL PARK PRICING - ACTS AS DRAFT OF PROPOSAL - FINAL VERSION OF PITCH BOOK BECOMES THE PROPOSAL
  22. 22. FINAL THOUGHT LESS IS MORE
  23. 23. LISA DENNIS Ldennis@knowledgence .com @knowledgence P: 617-901-7366

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