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Sales Managers & Enablement: Strengthening the Connection

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What You'll Learn:

- The importance of the sales management-enablement partnership, and how data-driven strategies can strengthen that connection
- How data and technology can help provide both parties with a “single view” of sales rep success
- Practical examples of how data-driven sales readiness can improve your overall enablement strategy

Published in: Sales
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Sales Managers & Enablement: Strengthening the Connection

  1. 1. Sales Managers & Sales Enablement: Strengthening the Connection Alex Laats EVP, Product & Strategy Brainshark in/alexlaats/ alaats@brainshark.com
  2. 2. Agenda • The Sales Management – Sales Enablement Connection • Where Does the Connection Break Down? • How to Strengthen the Connection - Translating quota goals into leading indicators of success - Using data to diagnose problems and prescribe solutions • The Onboarding Use Case
  3. 3. Why are We Having This Conversation Now?
  4. 4. Company Goals Sales Goals Sales Team Quotas Readiness Programs Skills and knowledge to fill the gap to quota
  5. 5. Where Does the Connection Break Down?
  6. 6. Failure Happens – What Do You Do About It? Sales Enablement What’s not working? Do we have a training course? Did she take it? Why didn’t it work? Sales Manager What’s not working? Is it a skill problem? What coaching action should I take? Sales Rep What do I do to improve?
  7. 7. How to Strengthen the Connection
  8. 8. Metrics and KPIs that serve as leading indicators of success Creating a Common View of Sales Reps Skill and knowledge required to succeed
  9. 9. Translating Quota Goals into Leading Indicators of Success work backwards
  10. 10. Example – Sales Process for Full-Stack Outbound AE Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Pain is known and Sponsor is identified Sponsor has agreed to Mutual Action Plan, including need to get to Power Power identified and signed off on Mutual Action Plan, including success criteria for POC POC is complete; success criteria have been met Negotiation and legal review of order form and master agreement complete Closed Won
  11. 11. KPIs and Metrics (Performance Data) Stage 6 Opps – quota number and stage 5 to 6 conversion rate Stage 5 Opps – pipeline number and stage 4 to 5 conversion rate Stage 4 Opps – pipeline number and Stage 3 to 4 conversion rate Stage 3 Opps – pipeline number and Stage 2 to 3 conversion rate Stage 2 Opps – pipeline number and Stage 1 to 2 conversion rate Stage 1 Opportunities – pipeline number and demo to opp conversion rate Number of calls; call connect rate; and demos set Number of emails sent; email connect rate; and demos set Sourcing the right number of leads with the right persona Skills & Knowledge Required (Readiness Data) Training on closing skills. Training on negotiation skills and understanding legal terms Training on managing a successful proof of concept Training on getting to power and creating success criteria Training on creating a Mutual Action Plan and identify power Training on identifying pain and qualifying sponsor Cold call and call technology training, coaching challenges on cold call pitch Training on crafting an effective email cadence on sales engagement platforms Training on personas and on how to use tools to source leads
  12. 12. Performance Data Readiness Data Holistic View of Sales Teams and Reps
  13. 13. more data is not better
  14. 14. Scorecards Put Data in Coachable Context 1. Comparison to peers 2. Comparison versus goals 3. Tracking over time
  15. 15. Using Data to Diagnose Problems and Prescribe Solutions Sales Manager • Diagnose problems • Motivate reps to improve. • Take specific action with training and coaching • Hold reps accountable over time Sales Rep • See how I stack up • See where I need to improve • Get clear direction on what I need to do to improve Sales Enablement • Diagnose programs and courses that are ineffective • Identify gaps in training materials • Track improvement of courses and programs over time
  16. 16. Real-World Example: Onboarding New Reps
  17. 17. Use Case: Onboarding • Big payoff for improvements in ramp up times - Companies with sales readiness solutions reduce ramp time for new reps by 24% (Forrester) - On average new sales hires become productive after 11.2 months (SMA) • Hypothetical Business Development Rep onboarding program - Goal is to generate a certain number of qualified demos for AEs every month - BDRs receive inbound leads - 3-stages § Prospecting calls § Discovery calls § Qualified demos
  18. 18. Step 1 – Work Backwards to Create Leading Indicators KPI(s) and Metrics (Performance Data) • Lead response time • Number of calls per lead • Number of emails per lead • Conversion rate from leads to prospecting calls • Time to first prospecting call • Conversion rate from prospecting calls to discovery calls • Time to first discovery call • Conversion rate from discovery calls to qualified demos • Time to first qualified demo Inbound leads Calls and emails Prospecting calls Discovery calls Qualified demos
  19. 19. KPI(s) and Metrics (Performance Data) • Lead response time • Number of calls per lead • Number of emails per lead • Conversion rate from leads to prospecting calls • Time to first prospecting call • Conversion rate from prospecting calls to discovery calls • Time to first discovery call • Conversion rate from discovery calls to qualified demos • Time to first qualified demo Step 2 – Map to Readiness Data and Onboarding Timeline Onboarding Timeline First 30 days First 60 days First 90 days Skills and Knowledge Required (Readiness Data) Training topics: • CRM • Target personas and on how to use tools to research leads • How to craft an effective email cadence • How to use sales engagement platform Training topics: • Cold calling • Product pitch • Overcoming objections Training topics: • Discovering pain and qualifying sponsor
  20. 20. Step 3 – Create Common View of Onboarding Reps Sales Manager • Who is falling behind on early indicators? • What is the gap in skills or knowledge? • What action can my reps take with specific coaching and training? Sales Rep • Am I on track with my onboarding? • How do I stack up with my peers? • What training will help me get better? Sales Enablement • Are reps completing onboarding program in timeline? • How are they scoring? • Is it translating into ramp up performance? • Are programs getting better from one onboarding class to another?
  21. 21. Put it into action: Standardize weekly 1-on-1s with onboarding scorecards
  22. 22. Strengthening the Connection Readiness to Revenue
  23. 23. Correlate skills & competencies to revenue-generating activities across multiple data sources Give reps visibility into how their performance measures up Diagnose what’s not working & provide the personalized learning reps need Readiness to Revenue: Making the Connection Are they ready? Content Do they have what they need? Training Did they learn it? Coaching Have they mastered it? Is it working? Take action with data-driven readiness! Scorecards
  24. 24. Readiness to Revenue: Making the Connection
  25. 25. Readiness to Revenue: Making the Connection Data-Driven Sales Readiness $ Efficient onboarding Improved outreach & prospecting Effective cross-sell/up-sell Stronger pipeline building Successful product launches More relevant learning content Lower rep turnover rates
  26. 26. Key Takeaways • In sales, failure happens • With a common view of Performance Data and Readiness Data, sales managers and sales enablement can identify problems that cause failure and take action to fix it • The benefit is greater quota achievement Performance Data Readiness Data Holistic View of Sales Teams and Reps
  27. 27. Questions?
  28. 28. Thank you. Alex Laats EVP, Product & Strategy Brainshark in/alexlaats/ alatts@brainshark.com

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