1) The document discusses sales enablement tools and strategies used by ADP to support their sales teams throughout the buying process. 2) It outlines ADP's sales enablement evolution over time from 2015 to present, including their implementation of various CRM, marketing automation, social selling, and guided apps tools. 3) The document argues that to be effective, sales enablement must provide integrated sales resources that simplify the seller's job and actively manage the seller experience through ongoing processes that equip sellers for consistent engagement with prospects and customers.

1. #B2BMX
Creating the Continuous Customer
Conversation
Patrick Flanigan, ADP
VP Sales and Marketing Enablement

2. First – some numbers . . .
118156

3. For the locals
118156th

4. For the people back home
#1

5. #B2BMX
 With ADP 13 years
 Enablement for 5 years
 AZ for 3 years
 NJ and DC
 Drove cross country 2X
Who am I?

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About ADP
We are a comprehensive global provider of cloud-based Human
Capital Management (HCM) solutions that
unite HR, payroll, talent, time, tax and benefits administration,
and a leader in business outsourcing services, analytics and
compliance expertise.

7. Some more numbers
5007,00012

8. 8
hey
Tools and Technology
Sales Pipeline
FY10 FY11 FY12 FY13 FY14 FY15
CRM and Marketing
Automation platform
consolidation
Installed lead
routing rules,
infrastructure and
governance
Developed Guided
Selling platform
overlay for
Salesforce
Created self-
service, compliant
email marketing
tool for sales reps
Integrated Social
Selling tools
Built pointed use
Sales Apps on top
of SF1 (Genie, OPT,
Blueprint)
CENTRALIZED
SALES OPS
LEAD
CENTER
MOBILE
SELLING
ONDEMAND
SOCIAL
SELLING
GUIDED
APPS
MARKETING SUPPORT
FY16 FY17
Enablement
Programs
DIGITAL
SELLING
Dedicated Inside
Sales Support and
Marketing Apps for
Lead Gen
Unified Buying
experience that
makes the sellers
job easier
UNIFIED
SALES APP
Evolution of Sales Enablement

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Best In Class Sales Tools and Support throughout the Sales Process
Eloqua Markie
Award Winner:
Lead Center
Big Machines
Modern Selling
Experience Award:
Electronic
Sales Order
Demand Gen
Report Killer
Content Award:
TCO Tools
Eloqua Markie
Award Finalist:
OnDemand
Marketing
CVI Top POV Pitch
Award:
Guided Selling App
Salesforce
Road Warrior:
Mobile Innovation
Award
Recognition

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Enablement circa 2015

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Sales and Marketing Stack

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For today . . .
Issues we face today How tackle Where we deliver
Buying experience Message alignment Tech stack

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Buyer Complexity
Key Issues
• Balance of power has shifted to the buyer
• Buyers are further through the buying
process before engaging sales
• Customers are demanding more expertise
from sales
• There are more vehicles to influence
existing customers
Our Approach
• Gather all messaging inputs
• Align messages to the right person at the
right time
• Activate the message: Drive incremental
leads and engage early
• Accelerate the sales process

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Buyer Complexity
Buyer Behavior Programs and Solutions
Buyers are researching online and
in social
Buyers demanding a more
personalized experience
Buyers expect more from the sales
experience
Leverage buyer behavior to drive
more incremental leads
Leverage marketing technology to
gain access
Leverage dynamic capabilities of
mobile tech to accelerate sale

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Messaging Complexity
Sales Messaging
(IDM) Product Differentiators
Competitive Intelligence
Peer Reviews
Digital Marketing
Social Selling
Lead Nurturing
Referral Programs
Partner Marketing
Live Events
In-Product Marketing
Client Marketing

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Sales and Marketing Enablement
SALES AND MARKETING ENABLEMENT
• Lead development, qualification and
adoption
• Sales development and outbound reach
• Inside Sales Support
• Digital Marketing and Sales Connection
• Coordination on Content Strategy
• Cross-BU Initiatives
• Sales Messaging aligned with
Marketing Message
• Alignment with Product Marketing
• Driving better outcomes from sales
technology enablement
• Reinforcing and strengthening proven
sales methodologies and KPIs
(leadership tools and social selling
Sales enablement is a strategic, ongoing process that equips sales teams to have
consistently effective engagements with prospects and customers throughout the
buyer’s journey. - Forrester
Buying Experience Selling Experience
The practice of actively managing the seller experience by providing integrated
sales resources that simplify the seller job. - CEB

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Building a Messaging Framework

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Messaging Overview
BU Overall
Message and
Value Prop
Themes based off
Common Needs
Differentiators • Differentiator #1
• Differentiator #2
• Differentiator #3
• Differentiator #1
• Differentiator #2
• Differentiator #3
• Differentiator #1
• Differentiator #2
• Differentiator #3
Brand Message/TaglineBranding
Content Strategy
Company Wide
Messages
Personas
Sales Messaging
POV Product Connection CI Landmines
Overall Value Statement for Business Line
Theme 1 Theme 2 Theme 3
Message 1 Message 2 Message 3
Persona 2 Persona 3Persona 1

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Messaging Inputs and Workshops
Messaging Workshops
- Gathering inputs: persona work, buyer’s
journey, IDM
- Workshop facilitation
- Content capture
- Aligning stakeholders
- Partnership with Product Marketing
- BU Marketing
- Sales
- Service
- Product or Product Marketing
- CI
Source Material from Workshop
- Buyer’s Journey Messaging Toolkit
- POV Pitch
- Conversation Roadmap
Output
- Content Roadmap
- Campaigns
- Lead Nurture
- Sales Tools

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Why Stay?

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Always On messages
Triggered:
responding
based on
behavior
Continuous: always
connected to a next
step
Creating Value:
being useful,
providing right
message at
right time
No specific start and end –
schedule is unique to each contact

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Always-On Portfolio

23. 23
Enhance the
buyer experience
• Multiple ways of accessing insight and
information
• Flexible communication mediums
• Messaging to the buyer needs
Drive better outcomes through
sales enablement technology
• Reduce research time
• Increase win rates over
competition
• Shorten selling cycles
• Reduce no-decisions
• Increase average deal size
Reinforce and strengthen proven
sales methodologies and KPI’s
• Reinforce consistent
behaviors
• Inspect and adjust regularly
• Leverage social selling power
• Align marketing and sales
messaging
Sales Process Sales ToolsSales Messaging
Sales Effectiveness and Delivery

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Tools throughout the sales process
Gaining Access
•OnDemand
•Fulfillment Tools
•Prospecting Tools
Buyer Meetings
•Sales Hub
•Demo
Analysis
•TCO
•Benchmarking
•Calculators
Closing
•Proposal Generator
•Electronic Sales Order
Productivity
•Launchpad
•Opportunity/Account Planning
•Communications
Social Strategy
•VS/Elevate
•Navigator
•Sales for Life
Inside Sales
•Contact Management
•Pod Selling
•Engagement Tools
Buyer Engagement Tools
Creation and management of all
tools used by the field to help
engage/market with a prospect or
client to start a sales process
Sales Process Tools
Tools designed to help buyer and
seller move throughout the buying
process

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Social

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OnDemand Marketing

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OnDemand - Customization

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Business Impact and Challenges

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Market Insights

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The Path Forward

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Features and Differentiators

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Why us

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New opportunities

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Complex Ecosystem

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So where is this going?
Issues we face today How tackle Where we deliver
Buying experience Message alignment Tech stack

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So where is this going?
Buying experience Message alignment Tech stack
• Influencers
• Blogs
• Social
• Peer Review Sites
• Buyer Personas
• Product complexity
• Client Experience
• Data
• Segmentation
• Tool complexity
• Data!

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What ties it all together?
The Message
• Digital Marketing
• Lead Gen
• Field Marketing
Events
• Client Advocacy
• Partner Referral
Programs
• Vertical programs
• Trigger events
• Client Onboarding
Why
Change
Why Us Why Now Why Stay

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