A Sales 2.0 Maturity Model - Sales 2.0 conference keynote by @erycbranham, CEO and Founder of www.cogarbranham.com

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The document discusses a sales maturity model and how it needs to be updated to include new capabilities brought by Sales 2.0. It presents a proposed updated sales maturity model with six dimensions - messaging, sales tools, internal collaboration, leading sales indicators, sales channels, and selling skills. Each dimension has five levels to indicate increasing maturity. The model provides a framework to assess strengths and guide investments to improve sales productivity.

Business Technology

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The Sales 2.0 Maturity Model:
How do you measure up?

Eryc Branham
CEO, Cogar Branham LLC
@erycbranham
#S20c #reinventingSFA

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

bit.ly/yDLG3I

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

A Sales Maturity Model is useful for
determining where to invest
precious time and energy in order to
improve sales productivity...

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

…but Sales 2.0 brings new sales
capabilities that need to be added
to the Maturity Model - in the right
place and prioritized.

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

What does the average “Collaborative
Seller” look like today?
Medium-high level of CRM adoption (3-5 years)

Little previous experience with Sales 2.0 tools

© 2012 Cogar Branham LLC. All Rights Reserved

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

Existing Maturity Model

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

Example
Salesforce.com’s Customers for Life

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

bit.ly/hVenpA

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

onforb.es/GRxTfM

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

MESSAGING

5 Customer
Communities

4 Customer forums
(FAQ)

3 1:1 Marketing
(Personalization)

2 Mass Email
(Campaigns)

1 Newsletter

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

SALES TOOLS

5 Social networks

4 Market intelligence

3 CRM / SFA

2 Contact database

1 Email
Phone
Meeting

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

INTERNAL
COLLABORATION
5 “Whole company as
sales team”

4 Internal sales
groups

3 Internal portal
(searchable)

2 Product collateral
repository

1 Email
Phone
Meeting

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

LEADING SALES
INDICATORS
5 Lifetime Customer
Value

4 Revenue leakage

3 Win-Loss %

2 Cost of Sales

1 % of Quota
Rev per HC

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

SALES CHANNELS

5 Social networks

4 Services
ecosystem

3 Indirect Channels
(VAR, Reseller)

2 Inside Sales
eCommerce

1 Field Sales

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

SELLING SKILLS

5 Collaborative
selling

4 Advisory-based
selling

3 Solution Selling
Ecosystem
Management
2 Account Planning

1 Product Positioning

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

Messaging Sales Tools Internal Leading Sales Sales Sales Skills
Collaboration indicators Channels

5 Community Social Community Lifetime Value Social Collaborate

4 Forums Market Groups Revenue Services Advisor

3 Personal CRM Portal Win-Loss Indirect Ecosystem

2 Email Contacts Collateral Cost Inside Account

1 Newsletter Email Email Quota Field Product

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

Example
Large B2B2C

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

Resources
www.CogarBranham.com Sales Ops Council (SOC)

SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

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A Sales 2.0 Maturity Model - Sales 2.0 conference keynote by @erycbranham, CEO and Founder of www.cogarbranham.com

1. Click to edit Master title style The Sales 2.0 Maturity Model: How do you measure up? Eryc Branham CEO, Cogar Branham LLC @erycbranham #S20c #reinventingSFA SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

2. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

3. bit.ly/yDLG3I SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

4. A Sales Maturity Model is useful for determining where to invest precious time and energy in order to improve sales productivity... SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

5. …but Sales 2.0 brings new sales capabilities that need to be added to the Maturity Model - in the right place and prioritized. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

6. What does the average “Collaborative Seller” look like today? Medium-high level of CRM adoption (3-5 years) Little previous experience with Sales 2.0 tools © 2012 Cogar Branham LLC. All Rights Reserved SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

7. Existing Maturity Model SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

8. Example Salesforce.com’s Customers for Life SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

9. bit.ly/hVenpA SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

10. onforb.es/GRxTfM SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

11. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

12. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

13. MESSAGING 5 Customer Communities 4 Customer forums (FAQ) 3 1:1 Marketing (Personalization) 2 Mass Email (Campaigns) 1 Newsletter SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

14. SALES TOOLS 5 Social networks 4 Market intelligence 3 CRM / SFA 2 Contact database 1 Email Phone Meeting SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

15. INTERNAL COLLABORATION 5 “Whole company as sales team” 4 Internal sales groups 3 Internal portal (searchable) 2 Product collateral repository 1 Email Phone Meeting SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

16. LEADING SALES INDICATORS 5 Lifetime Customer Value 4 Revenue leakage 3 Win-Loss % 2 Cost of Sales 1 % of Quota Rev per HC SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

17. SALES CHANNELS 5 Social networks 4 Services ecosystem 3 Indirect Channels (VAR, Reseller) 2 Inside Sales eCommerce 1 Field Sales SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

18. SELLING SKILLS 5 Collaborative selling 4 Advisory-based selling 3 Solution Selling Ecosystem Management 2 Account Planning 1 Product Positioning SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

19. Messaging Sales Tools Internal Leading Sales Sales Sales Skills Collaboration indicators Channels 5 Community Social Community Lifetime Value Social Collaborate 4 Forums Market Groups Revenue Services Advisor 3 Personal CRM Portal Win-Loss Indirect Ecosystem 2 Email Contacts Collateral Cost Inside Account 1 Newsletter Email Email Quota Field Product SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

20. Example Large B2B2C SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

21. Messaging Sales Tools Internal Leading Sales Sales Sales Skills Collaboration indicators Channels 5 Community Social Community Lifetime Value Social Collaborate 4 Forums Market Groups Revenue Services Advisor 3 Personal CRM Portal Win-Loss Indirect Ecosystem 2 Email Contacts Collateral Cost Inside Account 1 Newsletter Email Email Quota Field Product SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

22. Messaging Sales Tools Internal Leading Sales Sales Sales Skills Collaboration indicators Channels 5 Community Social Community Lifetime Value Social Collaborate 4 Forums Market Groups Revenue Services Advisor 3 Personal CRM Portal Win-Loss Indirect Ecosystem 2 Email Contacts Collateral Cost Inside Account 1 Newsletter Email Email Quota Field Product SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

23. A Sales Maturity Model is useful for determining where to invest precious time and energy in order to improve sales productivity... SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

24. …but Sales 2.0 brings new sales capabilities that need to be added to the Maturity Model - in the right place and prioritized. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

25. Resources www.CogarBranham.com Sales Ops Council (SOC) SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

A Sales 2.0 Maturity Model - Sales 2.0 conference keynote by @erycbranham, CEO and Founder of www.cogarbranham.com

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