1. GAME ON
WINNINGED E
F O R SA L E S A N D M A R K E T I N G P R O F E S S I O N A L S
How gamified CRM systems and sales learning
programmes can get your salesforce playing to win
NOVEMBER/DECEMBER 2015 | www.ismm.co.uk | £4.95
INSIDE
STORY
Pinning down the
rise of inside sales
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TAPED
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screen or look out
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Data tools that
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2. COVER STORY | GAMIFICATION
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2 ( A 0 C 4 7 5 ( R 3 8 1 7 2 ' 7 5 ) 2 7 0 6 7 I C 8 0 0 ( 1 8 5 4 7 2 7
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PANIC STATIONS
Q 6 7 5 9 1 7 8 0 4 7 A 7 4 4 7 @ 0 ( 0 0 6 7 ' 7 G 1 8 8 1 8 G ( A 0 6 1 2
) 2 7 4 ( 8 ' ( 4 @ 1 8 G 8 @ @ ( 3 0 1 ( 8 ( A 0 6 7 2 I 2 0 7 R T
18 WINNING EDGE
NOT JUST
PLAYING
GAMES
7 6 @ 5 9 1 7 8 0 1 8 ' 1 0 ( A
` a b C 7 p @ ' ) 1 9 0 A ( 4 0 6 7 R
1 0 C 2 C ( 4 f 1 8 G 0 ( ( C 7 9 9 T
6 ( C 1 0 R 1 G 6 0 6 7 9 3 I ( ) 4 2 9 7 2 A ( 4 5 7 T
WHAT IS GAMIFICATION?
1 2 0 6 0 1 0 1 2 q 0 6 7 ) 2 7 ( A @ 7 2 1 G 8 0 7 5 6 8 1 Y ) 7 2 A 4 ( R
G R 7 2 1 8 ' ) 2 1 8 7 2 2 5 ( 8 0 7 r 0 ( 4 2 ( R 7 ( 0 6 7 4 8 ( 8 s
3 3 9 1 5 0 1 ( 8 ( A G R 7 R 7 5 6 8 1 5 2 0 ( 1 8 5 4 7 2 7
@ 7 2 1 4 7 @ ' 7 6 S 1 ( ) 4 T
A 7 0 ) 4 7 2 8 @ R 7 5 6 8 1 5 2 4 7 2 ( 7 8 G G 1 8 G 8 @ C 6 1 5 6
G R 7 0 7 5 6 8 1 Y ) 7 2 C 7 2 6 ( ) 9 @ ' 7 ) 2 1 8 G 1 8 8 I G 1 S 7 8
2 1 0 ) 0 1 ( 8 T t 2 7 @ ( 8 7 r 1 2 0 1 8 G 0 6 7 ( 4 1 7 2 A 4 ( R
3 4 5 0 1 5 9 A 4 R 7 C ( 4 f 0 6 0 7 8 ' 9 7 2 ) 2 0 ( 3 3 9 I
0 6 7 2 7 0 6 7 ( 4 1 7 2 7 2 1 9 I 0 ( ' ) 2 1 8 7 2 2 ( 4 3 4 ( 5 7 2 2 T
HOW DOES GAMIFICATION
APPLY TO SALES?
b 1 5 4 ( 2 ( A 0 6 2 G ( 0 1 8 ( 8 0 6 7 5 0 0 6 4 ( ) G 6 1 0 2 4 7 5 7 8 0
0 6 7
H
8 0 2 I P 9 7 2 Q 7 R 3 9 0 A ( 4 R T b 1 5 4 ( 2 ( A 0 p 2 ' 9 ( G
ISMM.CO.UK

3. WINNING EDGE 19
GAMIFICATION | COVER STORY
ISMM.CO.UK

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9 7 S 7 9 2 T Q 6 7 2 9 7 2 R 8 G 7 4 2 f 7 @ ) 2 0 ( @ 7 S 1 2 7 2 ( R 7
0 ( 6 7 9 3 0 6 7 R 4 7 5 6 0 6 7 1 4 8 7 C 0 4 G 7 0 2 T
Q 6 7 4 7 C 2 8 ( ' ) @ G 7 0 A ( 4 R ( 8 7 0 4 I 4 7 C 4 @ 2 A ( 4
POINTS LEAD TO REWARDS
1 8 7 5 6 4 7 2 7 8 1 ( 4 2 9 7 2 @ S 1 2 7 4 6 8 @ 9 7 2 8 I
5 ( R 3 9 7 r 4 7 Y ) 1 4 7 R 7 8 0 2 8 @ 2 ( R 7 0 1 R 7 2 S 1 2 1 0 2 0 6 7
5 9 1 7 8 0 2 T Q 6 7 2 7 8 1 ( 4 @ S 1 2 7 4 2 4 7 2 ) 3 3 ( 4 0 7 @ ' I
0 6 7 R T Q 6 7 2 I 2 0 7 R C 7 @ 7 S 1 2 7 @ 7 r R 1 8 7 @ 7 S 7 4 I
0 I 3 7 ( A 2 9 7 2 5 9 ( 2 7 @ T
0 ( 7 5 6 0 I 3 7 ( A 5 0 1 S 1 0 I ' ) 0 C 1 0 6 G 7 8 7 4 9
) 8 @ 7 4 2 0 8 @ 1 8 G 0 6 0 2 9 7 2 C ( 8 p 0 ' 7 5 9 ( 2 7 @ C 1 0 6 ( ) 0
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2 ) 5 5 7 2 2 A ) 9 9 I 9 7 @ 2 0 ( 0 6 7 0 7 R 2 C 6 ( 9 7 6 1 0 0 1 8 G 1 0 2
2 9 7 2 0 4 G 7 0 2 T
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5 ( 2 0 9 1 0 0 9 7 ( 4 3 4 7 A 7 4 ' 9 I 8 ( 0 6 1 8 G T u ( 5 6 9 9 7 8 G 7 0 6 7 4 7
1 8 @ 1 5 0 7 @ 0 6 4 7 7 R 1 8 0 I 3 7 2 ( A 4 7 C 4 @ 0 6 0 C ( ) 9 @
R ( 0 1 S 0 7 T
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4 7 Y ) 7 2 0 9 1 2 0 2 ( C 7 ' 7 G 8 0 6 7 2 7 A ( 5 ) 2 G 4 ( ) 3 2 ' I
3 4 7 A 7 4 4 7 @ 4 7 C 4 @ 2 A 7 9 9 1 8 0 ( 0 6 7 2 7 5 0 7 G ( 4 1 7 2 c
v w x y €  ‚ ƒ w „ … w x † w  ‡ w y ‚  ˆ ‰ €  ‡ ‘ w x y
g A 4 ( R
’ w ‚ “ ” • ‚ y w ˆ x w – ‚ x ˆ y ‚  ˆ ‚ ‡ — † ‰ † — † w y
g R ( 2 0 9 I S 7 7 4 1 8 G 0 ( C 4 @ 2 0 7 R 2 ( 5 1 9 2 8 @
C ( 4 f 8 6 ( ) 4 7 4 9 I ( 4 6 S 1 8 G 8 7 r 0 7 8 @ 7 @ 9 ) 8 5 6
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7 8 7 7 @ 7 @ 0 ( f 7 7 3 0 6 7 4 7 C 4 @ 2 7 9 7 5 0 1 ( 8 2 1 R 3 9 7
C 6 1 9 7 6 7 7 @ 1 8 G 0 6 7 9 5 f ( A @ @ 1 0 1 ( 8 9 R ( 8 7 0 4 I
' ) @ G 7 0 T P ( C 7 9 ) 8 5 6 7 @ 0 6 7 4 7 C 4 @ 2 5 6 7 R 7 ' I
I ( ) 5 ( ) 9 @ 4 7 @ 7 7 R C 2 ( 8 7 ( A 0 6 7 6 ( ) 4 9 I 4 7 C 4 @ 2
0 ( 5 ( S 7 4 1 8 5 ( R 1 8 G 7 8 Y ) 1 4 1 7 2 ( 8 8 I 3 4 0 1 5 ) 9 4 @ I T
t 7 5 ) 2 7 0 6 1 2 5 9 1 7 8 0 @ 1 @ 8 p 0 C 8 0 0 ( 4 1 2 f G 1 S 1 8 G
6 4 @ 7 4 0 ( 5 6 1 7 S 7 T
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7 7 r 3 7 5 0 7 @ 1 0 0 ( 0 f 7 0 9 7 2 0
2 2 ) R 7 @ 0 6 7 I C 7 4 7 8 p 0 9 2 ( 5 2 6 1 8 G 1 8 3 ( 1 8 0 2 A ( 4 0 6 7
TARGETS SMASHED... AND MORE
C 1 0 6 1 8 R 7 4 7 2 1 r C 7 7 f 2 T Q 6 7 5 ( R 3 8 I 0 4 G 7 0 2
6 S 7 8 ( C ' 7 7 8 6 1 0 A ( 4 0 C ( R ( 8 0 6 2 1 8 4 ( C 8 @ 4 7
20 WINNING EDGE
COVER STORY | GAMIFICATION
“Through gamification we are able to reward staff, letting
individuals play to their strengths, which successfully leads
to the team as a whole hitting its targets”
ISMM.CO.UK

5. ™ d e d f d g h i g j
is founder
and managing director of
Gamification+, which provides
strategic consultancy, advice and
training on gamification and is
the UK partner for the gamified
CRM system, CRM.me. He is also
the University of Brighton’s
entrepreneur-in-residence and is
chair of GamFed (International
Gamification Confederation).
Visit: gamificationplus.uk
GAMIFICATION | COVER STORY
WINNING EDGE 21
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' ) 0 4 7 C 1 0 1 8 G A ( 4 @ I C 6 7 8 0 6 7 I A 7 7 9 0 6 7 I p 9 9
4 7 9 9 I C 8 0 0 ( ) 2 7 1 0 T k 7 4 I A 7 C ( A 0 6 7 6 ( ) 4 9 I
4 7 C 4 @ 2 6 S 7 ' 7 7 8 5 2 6 7 @ 1 8 ' I 8 I ' ( @ I
h
B ) 2 0
P ( 0 6 7 5 9 1 7 8 0 p 2 3 8 1 5 R 7 8 0 1 ( 8 7 @ 7 4 9 1 7 4 C 2 @ ) 7
0 ( 0 6 7 A 5 0 0 6 0 0 6 7 2 I 2 0 7 R C 2 6 1 0 0 1 8 G 0 4 G 7 0 2 g
( ' S 1 ( ) 2 9 I G ( ( @ 0 6 1 8 G 1 8 1 0 2 7 9 A g ' ) 0 0 6 7 I A ( 4 7 2 C
2 ) 5 6 G ( ( @ 0 6 1 8 G T t ) 0 C 7 6 S 7 3 9 8 A ( 4 2 ) 5 6
3 ( 1 8 0 2 G 7 0 6 4 @ 7 4 0 ( 5 6 1 7 S 7
h
A ( 4 1 8 2 0 8 5 7 9 7 S 7 9 9 1 8 G
) 3 0 f 7 2 R ( 4 7 5 0 1 S 1 0 I 7 5 6 0 1 R 7 i 2 I ( ) 3 4 ( G 4 7 2 2
0 6 4 ( ) G 6 0 6 7 G R 7 2 ( 0 6 7 7 4 8 1 8 G 4 0 7 2 6 ( ) 9 @ 2 9 ( C
@ ( C 8 T
˜
7 5 8 9 2 ( 9 1 R 1 0 0 6 7 S 1 9 ' 1 9 1 0 I ( A 0 6 7
THE FUTURE OF SALES GAMIFICATION?
1 R 3 4 ( S 7 2 9 7 2 T
˜
6 7 4 7 1 0 2 7 7 R 2 0 ( ' 7 6 7 @ 1 8 G 1 2 0 6 7
) 2 7 ( A ' 1 G @ 0 5 ( R ' 1 8 7 @ C 1 0 6 G R 7 s 2 0 I 9 7 6 7 @ s ) 3
@ 1 2 3 9 I 2 0 ( 0 4 1 8 2 9 7 2 3 7 ( 3 9 7 0 ( R 2 0 7 4 8 @ 1 R 3 4 ( S 7
0 6 7 1 4 2 9 7 2 0 7 5 6 8 1 Y ) 7 2 8 @ 3 4 ( 5 7 2 2 7 2 T Q 6 7 4 7 4 7 0 C (
l
8 7
0 6 1 8 G S 1 @ 7 ( G R 7 2 @ ( S 7 4 I C 7 9 9 1 2 6 1 G 6 9 1 G 6 0 @ 0 g
0 ( I ( ) ( 8 9 I g C 6 7 8 @ 7 5 1 2 1 ( 8 8 7 7 @ 2 0 ( ' 7 0 f 7 8 T
m
R 7 2 0 7 8 @ 8 ( 0 0 ( ' ( R ' 4 @ I ( ) C 1 0 6 4 7 G ) 9 4
1 8 0 6 7 4 1 G 6 0 ( 4 @ 7 4 ( A 3 4 1 ( 4 1 0 I T Q 6 1 2 R 7 8 2 I ( ) R f 7
R ( 4 7 8 @ A 2 0 7 4 @ 7 5 1 2 1 ( 8 2 T Q ( 3 G R 7 3 9 I 7 4 2 1 8
q 7 s 2 3 ( 4 0 2 n 6 S 7 ' 7 7 8 2 6 ( C 8 0 ( R f 7 R ( 4 7 0 6 8
D F F @ 7 5 1 2 1 ( 8 2 R 1 8 ) 0 7 @ ) 4 1 8 G G R 7 3 9 I T
0 ( 2 9 7 2 T b 8 I ( A ( ) 4 5 9 1 7 8 0 2 1 8 2 1 2 0 ( 8 6 S 1 8 G
9 9 5 ( 8 0 5 0 2 C 6 ( 2 7 9 2 0 5 0 1 S 1 0 I @ 0 7 1 2 ( S 7 4 0 6 4 7 7
1 0 1 2 7 r 0 4 7 R 7 9 I 4 4 7 A ( 4 4 7 3 ( 4 0 9 1 f 7 0 6 0 0 ( ' 7 4 ) 8
( 4 8 I 0 6 1 8 G @ ( 8 7 ' ( ) 0 0 6 ( 2 7 1 8 5 0 1 S 7 5 ( 8 0 5 0 2 T
˜
1 0 6 3 4 ( 5 0 1 S 7 G R 7 s 9 1 f 7 2 I 2 0 7 R 0 6 7 2 9 7 2 3 7 4 2 ( 8
) 0 ( R 0 1 5 9 9 I 6 1 G 6 9 1 G 6 0 0 6 0 I ( ) 4 7 ' ( ) 0 0 ( 9 ( 2 7
6 4 @ s 7 4 8 7 @ 9 7 @ 8 @ 4 7 5 ( R R 7 8 @ I ( ) @ (
2 ( R 7 0 6 1 8 G ' ( ) 0 1 0 T
m
4 7 0 G R 7 2 C 8 0 I ( ) 0 (
6 ( C ' 7 2 0 0 ( 3 9 I 0 6 7 G R 7 T
d
0 1 2 8 ( 0 ) 8 0 1 9 I ( ) 3 9 I
d
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@ 7 A ) 9 0 2 ' ) 1 9 0 1 8 0 ( I ( ) 4 2 9 7 2 ` a b 2 I 2 0 7 R T
˜
1 0 6
9 7 4 8 0 ( q G R 7 n 0 6 7 2 I 2 0 7 R T
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0 0 5 f 8 7 C 0 4 G 7 0 R 4 f 7 0 3 7 4 6 3 2 T
d
9 2 ( ' 7 9 1 7 S 7
0 6 1 2 C 1 9 9 6 7 9 3 3 4 7 S 7 8 0 2 9 7 2 3 7 4 2 ( 8 ' ) 4 8 s ( ) 0 8 @
I ( ) 4 0 ( 3 2 9 7 2 3 7 ( 3 9 7 C 1 9 9 2 0 I C 1 0 6 I ( ) 9 ( 8 G 7 4 T
b 4 1 G ( a A 0 ( 3 ( ) 9 ( 2 4 7 5 7 8 0 9 I 8 9 I 2 7 @ ( S 7 4 W F F
@ 1 2 5 ( S 7 4 7 @ 6 ( C 1 0 1 2 ' 7 5 ( R 1 8 G 5 0 5 6 s 9 9 C ( 4 @ A ( 4
0 6 7 5 ( 4 3 ( 4 0 7 C ( 4 9 @ 0 6 0 7 8 5 ( R 3 2 2 7 2 8 ( 0 2 1 R 3 9 I
G R 7 s ' 2 7 @ 9 7 4 8 1 8 G 8 @ 3 9 I A ) 9 7 r 3 7 4 1 7 8 5 7 2 T
R ( 4 7 ' ( ) 0 1 0 1 8 0 6 7 A ) 0 ) 4 7 T
ISMM.CO.UK