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COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Using Sales Playbooks that Align
with the Buyer’s Journey
Presented by:
Jennifer Earl, SVP, Sales and Services, Revegy
Steve Haverdink, VP Sales, Revegy
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Welcome
Revinar /rev-uh-nahr/ 1. a webinar
series dedicated to sales planning and
execution practices which drive
revenue
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
• Why the Buyer’s Journey is So Critical
• Why all Sales Playbooks are NOT Equal
• Determining the Buyer’s Process
• How Playbooks Should Drive Alignment
• Major Take-aways
• Q&A
Agenda
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Welcome
Why the Buyer’s Journey is So Critical
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why the Buyer’s Journey is So Critical
Sources: CSO Insights, 2015 Sales Management Optimization Study
Win Rates Are Dropping
Deals Forecasted Close
Closed Deals Were
NOT What Was Forecasted
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
1. Sales Process Implementation
2. Strong Understanding of the Customer’s Buying Process
Why the Buyer’s Journey is So Critical
Win Rates Drop – But NOT True for All Companies…
So What’s the Difference?
Source: CSO Insights, 2015 Sales Management Optimization Study
2 things stood out:
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why the Buyer’s Journey is So Critical
Sources: CSO Insights, SiriusDecisions, Marketing Sherpa
The Buyer’s Journey is Rapidly Changing
57%
67%
76%
The majority of the buying process is complete before a sales rep is engaged
Buyers source the majority of their information online (where historically they got it from sales)
B2B buyers prefer to receive content unique to their buying stage
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why the Buyer’s Journey is So Critical
…today’s buyers might be anywhere from
two-thirds to 90% of the way through their
journey before they reach out to a vendor.
Lori Wizdo, Principal Analyst
Forrester Research
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why the Buyer’s Journey is So Critical
Sources : CSO Insights, SiriusDecisions, Marketing Sherpa
6out of 10buyers say chosen vendor delivered value
Half of B2B buyers say rejected vendor
did not provide value.
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why the Buyer’s Journey is So Critical
Sources: Marketing Sherpa
Sales Teams are Ill-Prepared For the Change
29% 7%
Percentage of sales reps
who B2B customers
perceived as adequately
prepared for a first sales
call
Percentage of sales reps
who will earn a second
call with a B2B
customer
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why the Buyer’s Journey is So Critical
Win Rates Have Dropped for Forecasted Deals
Source: CSO Insights, 2015 Sales Management Optimization Study
Buyers may be in an
active evaluation
mode – even when
they aren’t ready to
engage with a
sales rep.
We better understand
buying process so that
BOTH sales and
marketing are
providing value along
the journey.
Preparation and
demonstrating value
along the entire
process are critical
to be in the game.
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why all Sales Playbooks are NOT Equal
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why the Buyer’s Journey is So Critical
By requiring reps to document the actions they
see buyers taking, digital playbooks can
reinforce the alignment of the organization’s
sales process with the stages of the buyer’s
journey.
SiriusDecisions Research
“Digital Sales Playbooks: The What and Why”
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Why All Sales Playbooks are NOT Equal
Content-Driven
Playbooks
Execution
Playbooks
Buyer Journey
Aligned
Playbooks
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Determining the Buyer’s Process
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Understanding the Buyer’s Journey
80% of prospects willing to give feedback
Source: PeopleMetrics
Ask Them…
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Critical Points of Collaboration
Customer Agrees to Demo
Funding Approved
RFP Issued
Executive Validates
Need/Priority
Notification of Short
Listed
Manger Review
Session
PO/Contract Received
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Critical Success Factor? Delivering Value
Make Every Interaction Valuable for the Buyer
Source: CSO Insights, 2015 Sales Management Optimization Study
Behavior What it Means
Responsiveness Reps follow up in a thorough, accurate and timely manner, before
and after meetings.
Preparation Reps do the required work for the meeting (i.e. getting up to
speed on the business, delivering what was promised based on
prior meetings/conversations, has all team members briefed and
prepared, etc.).
Listening Skills Reps ask insightful questions and actively listen to understand the
issues and challenges driving the buyer’s needs.
Knowledge Reps demonstrate an in-depth knowledge of solutions and
services, and relate them to the buyer’s current business and
needs.
Unexpected Insights Reps provide value-added advice and guidance by adapting
solutions, demonstrations and materials to reflect the unique
situation of the buyer.
Source: PeopleMetrics B2B Buyers Research
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Buyer’s Journey – A Real Example
The company is a global data and technology firm providing
software and services to the insurance industry.
Research
• Attended 2-3 Webinars
• Internet Research
• SMA (and other Sales
Associations & Analysts)
Vendor
Demos
•Engaged with outside
sales reps for capabilities
demo
• VP Sales Empowered to
make decision (kept the
process simple)
•Well prepared to address
our needs and show
flexibility
• Used their own system
• Clearly defined
implementation process
Business
Case
• Worked with us to
provide information for
our internal business case
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Dos and Dont’s
• Ask open-ended questions
• Seek to understand their
specific buyer’s journey
• Use verifiable outcomes to
validate that you understand
where they are on their journey
• Continue to check for
alignment
DO… DON’T…
• Make assumptions
• Put words in their mouth
• Attempt to conform the buyer
to your sales process
• Assume the buyer’s journey
may not take some detours
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
How Playbooks Should Drive Alignment
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Standard Sales Process Playbook
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Sales Playbook with the Buyer’s Journey
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Buyer’s Journey & Verifiable Outcomes
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Avoid the Pitfalls of Misalignment
• Risk of feeding the competition
• Inaccurate forecast and missed
numbers
• Giving prospect content that
they don’t need (too early, too
late, or wrong person)
• Being viewed as tactical vendor
vs. strategic partner
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Summary & Major Take-aways
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
Major Take-aways
• It’s a 2-way street – collaborate!
• Ask, Listen, Discuss - don’t tell.
• Identify how you can add-value at every
step in the journey.
• Avoid rigid rules and allow for flexibility.
• Be prepared to change course with the
customer if needed.
• Don’t be a control freak!
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
A Brief Introduction to Revegy
Revegy’s technology makes sales planning and execution
happen.
Intelligent Playbooks and
Collaboration Tools for:
• Strategic Account Planning
• Opportunity Execution
• Territory Business Planning
• Channel Planning
COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL
We Serve B2B Sales Teams

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Mine the Gold You Already Have! 5 Steps to Better Strategic Account Management.
Mine the Gold You Already Have! 5 Steps to Better Strategic Account Management.Mine the Gold You Already Have! 5 Steps to Better Strategic Account Management.
Mine the Gold You Already Have! 5 Steps to Better Strategic Account Management.
 

Webinar: Using Sales Playbooks that Align with the Buyers Journey

  • 1. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Using Sales Playbooks that Align with the Buyer’s Journey Presented by: Jennifer Earl, SVP, Sales and Services, Revegy Steve Haverdink, VP Sales, Revegy
  • 2. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Welcome Revinar /rev-uh-nahr/ 1. a webinar series dedicated to sales planning and execution practices which drive revenue
  • 3. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL • Why the Buyer’s Journey is So Critical • Why all Sales Playbooks are NOT Equal • Determining the Buyer’s Process • How Playbooks Should Drive Alignment • Major Take-aways • Q&A Agenda
  • 4. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Welcome Why the Buyer’s Journey is So Critical
  • 5. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why the Buyer’s Journey is So Critical Sources: CSO Insights, 2015 Sales Management Optimization Study Win Rates Are Dropping Deals Forecasted Close Closed Deals Were NOT What Was Forecasted
  • 6. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL 1. Sales Process Implementation 2. Strong Understanding of the Customer’s Buying Process Why the Buyer’s Journey is So Critical Win Rates Drop – But NOT True for All Companies… So What’s the Difference? Source: CSO Insights, 2015 Sales Management Optimization Study 2 things stood out:
  • 7. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why the Buyer’s Journey is So Critical Sources: CSO Insights, SiriusDecisions, Marketing Sherpa The Buyer’s Journey is Rapidly Changing 57% 67% 76% The majority of the buying process is complete before a sales rep is engaged Buyers source the majority of their information online (where historically they got it from sales) B2B buyers prefer to receive content unique to their buying stage
  • 8. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why the Buyer’s Journey is So Critical …today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to a vendor. Lori Wizdo, Principal Analyst Forrester Research
  • 9. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why the Buyer’s Journey is So Critical Sources : CSO Insights, SiriusDecisions, Marketing Sherpa 6out of 10buyers say chosen vendor delivered value Half of B2B buyers say rejected vendor did not provide value.
  • 10. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why the Buyer’s Journey is So Critical Sources: Marketing Sherpa Sales Teams are Ill-Prepared For the Change 29% 7% Percentage of sales reps who B2B customers perceived as adequately prepared for a first sales call Percentage of sales reps who will earn a second call with a B2B customer
  • 11. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why the Buyer’s Journey is So Critical Win Rates Have Dropped for Forecasted Deals Source: CSO Insights, 2015 Sales Management Optimization Study Buyers may be in an active evaluation mode – even when they aren’t ready to engage with a sales rep. We better understand buying process so that BOTH sales and marketing are providing value along the journey. Preparation and demonstrating value along the entire process are critical to be in the game.
  • 12. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why all Sales Playbooks are NOT Equal
  • 13. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why the Buyer’s Journey is So Critical By requiring reps to document the actions they see buyers taking, digital playbooks can reinforce the alignment of the organization’s sales process with the stages of the buyer’s journey. SiriusDecisions Research “Digital Sales Playbooks: The What and Why”
  • 14. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Why All Sales Playbooks are NOT Equal Content-Driven Playbooks Execution Playbooks Buyer Journey Aligned Playbooks
  • 15. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Determining the Buyer’s Process
  • 16. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Understanding the Buyer’s Journey 80% of prospects willing to give feedback Source: PeopleMetrics Ask Them…
  • 17. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Critical Points of Collaboration Customer Agrees to Demo Funding Approved RFP Issued Executive Validates Need/Priority Notification of Short Listed Manger Review Session PO/Contract Received
  • 18. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Critical Success Factor? Delivering Value Make Every Interaction Valuable for the Buyer Source: CSO Insights, 2015 Sales Management Optimization Study Behavior What it Means Responsiveness Reps follow up in a thorough, accurate and timely manner, before and after meetings. Preparation Reps do the required work for the meeting (i.e. getting up to speed on the business, delivering what was promised based on prior meetings/conversations, has all team members briefed and prepared, etc.). Listening Skills Reps ask insightful questions and actively listen to understand the issues and challenges driving the buyer’s needs. Knowledge Reps demonstrate an in-depth knowledge of solutions and services, and relate them to the buyer’s current business and needs. Unexpected Insights Reps provide value-added advice and guidance by adapting solutions, demonstrations and materials to reflect the unique situation of the buyer. Source: PeopleMetrics B2B Buyers Research
  • 19. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Buyer’s Journey – A Real Example The company is a global data and technology firm providing software and services to the insurance industry. Research • Attended 2-3 Webinars • Internet Research • SMA (and other Sales Associations & Analysts) Vendor Demos •Engaged with outside sales reps for capabilities demo • VP Sales Empowered to make decision (kept the process simple) •Well prepared to address our needs and show flexibility • Used their own system • Clearly defined implementation process Business Case • Worked with us to provide information for our internal business case
  • 20. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Dos and Dont’s • Ask open-ended questions • Seek to understand their specific buyer’s journey • Use verifiable outcomes to validate that you understand where they are on their journey • Continue to check for alignment DO… DON’T… • Make assumptions • Put words in their mouth • Attempt to conform the buyer to your sales process • Assume the buyer’s journey may not take some detours
  • 21. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL How Playbooks Should Drive Alignment
  • 22. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Standard Sales Process Playbook
  • 23. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Sales Playbook with the Buyer’s Journey
  • 24. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Buyer’s Journey & Verifiable Outcomes
  • 25. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Avoid the Pitfalls of Misalignment • Risk of feeding the competition • Inaccurate forecast and missed numbers • Giving prospect content that they don’t need (too early, too late, or wrong person) • Being viewed as tactical vendor vs. strategic partner
  • 26. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Summary & Major Take-aways
  • 27. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL Major Take-aways • It’s a 2-way street – collaborate! • Ask, Listen, Discuss - don’t tell. • Identify how you can add-value at every step in the journey. • Avoid rigid rules and allow for flexibility. • Be prepared to change course with the customer if needed. • Don’t be a control freak!
  • 28. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL A Brief Introduction to Revegy Revegy’s technology makes sales planning and execution happen. Intelligent Playbooks and Collaboration Tools for: • Strategic Account Planning • Opportunity Execution • Territory Business Planning • Channel Planning
  • 29. COPYRIGHT © REVEGY, INC. // PROPRIETARY AND CONFIDENTIAL We Serve B2B Sales Teams

Editor's Notes

  1. Speaker: Michelle Hello everyone, I am Michelle Valdez from Revegy, and would like to welcome you to our Revinar series. Today our topic is: the 5 Steps to Ensure You are Executing Your Account Plans.
  2. Speaker: Jen or Steve [Revinar Definition Slide] Thank you Kimya…and thank all of you for taking time out of your hectic sales life to join us for our Revinar series. Revegy offers monthly topics on critical issues that help B2B sales execs, managers and sales reps produce at the top of their game. All of our topics focus on 2 critical issues – Sales Planning and Sales Execution.
  3. Speaker: Jen or Steve
  4. Speaker:
  5. In this year’s survey the percentage of deals forecasted that closed dropped to only 46% And of those deals that did close 83.4% were not for what was forecasted – either difference in products/services ($) or timing
  6. So NOT all companies had poor win rates or such a wide discrepancy in what was forecasted vs. what and when deals closed. The 2 factors that stood our in the report that was the difference for these companies – First they all had implemented a sales process And Secondly – they seemed to have a STRONG understanding that selling today is not just about selling – its also about understanding the customer’s buying process
  7. A recent PeopleMetrics Study… of 750 B2B decision makers reported that 6 in 10 buyers say their chosen vendor delivered great value…in contrast, close to half say their rejected vendor did not deliver sufficient value. And this is interesting….more than twice as many buyers classified their experience with the wining vendor as “high-touch” as compared to the rejected vendor.
  8. So as we consider the importance of the buyer’s journey…we have seen that the buyers have been actively researching and evaluating solutions to their pain points/needs way before they engage with vendors…and those that show value through that entire process (before and after you engage) …have the greatest probability to win…and if that wasn’t clear…these numbers should drive it home. Marketing Sherpa recently published that B2B buyers they surveyed said their perception was that only 29% of sales reps were adequately prepared for a first sales call. And that only 7% would earn a second call…
  9. So what do we take-away from this?
  10. Speaker:
  11. SiriusDecisions, a leading B2B Sales and Marketing Analyst Firm, stress the importance of using digital Playbooks to help align the sales process to the buyer’s journey.
  12. Here we are positioning that not all Sales Playbooks are the same. 1. Most playbooks have been designed to map the use of sales and marketing content throughout your sales process…. Then there are 2. Execution Playbooks that automate the Sales Process – helping drive execution by helping understand where you are in a deal so that you are intelligently driving the use of the right collateral at the right time …and to the right people – this makes sure you are providing “value” to the customer as you proceed through the journey 3. And the next level of Sales Playbooks ….not only help drive effective deal execution and smart content use…but also enable you to map your buyer’s journey into the process….this is where Revegy lives…and in today’s competitive environment …as we saw this is the way you have to sell to add value to the customer and to win the business
  13. Speaker:
  14. 80% of Prospects say they would be willing to give feedback if a potential partner asked for it during their buyer’s journey – they felt this shows a commitment to delivering value beyond the sale – that the rep cared about the business and that it would make them standout and give them a competitive edge.
  15. Critical Points of Collaboration: The focus should be on identifying (and gaining agreement on) Verifiable Outcomes Other discussion or Best Practices advice that we can provide here include thoughts on: - What type of information are you looking for? (examples of verifiable outcomes tied to a buyer journey stage) - The difference between “Interviewing” and “collaborating” with a customer
  16. A buyer’s perceived meeting value is a powerful indicator of their decision to buy... 6x as many decision makers say meetings with rejected vendors had little to no value. The value you bring to the table in every interaction will make a big difference – and that is also true as you collaborate with your customer to understand their buying process. These are 5 core behaviors that can create superior meeting value – because they have on thing in common – they make the customer feel important.
  17. Do not use the company name in presentation RESEARCH - During their Research stage this is what Gary said: “Inside sales was respected that I didn’t want to engage with a sales rep at this stage, but they were proactive and stayed in touch during my process to see if there was any other information I needed. We didn’t find this with other vendors” VENDOR DEMOS- “The extensive research made it easy to make a decision when we engaged with outside sales reps for capabilities demos and empowered him to make the decision instead of having to have his boss or his boss’s boss involved. Revegy was always proactive and well prepared to show us how the system would be the requirements that he had communicated that they needed.” “Revegy proactively addressed the implementation process and introduced additional people at the right time in the process” BUSINESS CASE- “Revegy helped provide information he needed to compare the solutions for the internal business case he needed to build and present.” Their buyer’s journey – they are working with sales and product marketing teams to evaluate their buyer’s journey for their different segments…and it will be the phase II for their implementation of the Revegy sales playbooks.
  18. Speaker:
  19. Most sales playbooks miss the buyers journey completely…
  20. How does adding the buyer’s journey change how you execute your sales/planning process?
  21. Outcomes help ensure we don’t lose control of the sales process.
  22. Revegy sales playbooks - Demonstrate how Sales Playbooks should work if they are aligned with the buyer’s Journey – use Revegy tools as an example…and use client stories to drive home the benefit - Key Elements of a Playbook that drives alignment - How does this change how you execute your sales/planning process? - The Difference Between Alignment and Losing Control - X Signs Your Sales Process is NOT Aligned with the Buyer’s Process
  23. Speaker:
  24. Speaker: Jennifer or Steve For those of you that do not know Revegy, allow me to do a very brief introduction. Our technology helps make sales planning and execution happen. We pride ourselves in providing intelligent sales playbooks and collaboration tools that really help sales management and sales teams develop strategic account plans, execute on opportunities, build effective territory business plans and channel partner that will drive revenue growth.
  25. Speaker: Jennifer or Steve Our clients represent some of the leading sales organization – big and small. These logos represent just a few of our customers. OK…Michelle I will pass the baton back to you to see if we have any questions.