The document summarizes a webinar on closing the gap between generated demand and completed sales. It discusses strategies for sales enablement, including using playbooks and whiteboards to guide opportunity creation. Statistics on buying processes and what prepares sales reps the least/most are shown. The webinar had panelists from ADP and Corporate Visions discuss these topics.

1. Session sponsored by
#SPS14
Crossing the Conversion Gap: Sales Enablement Strategies to Ensure Generated Demand Gets Closed

2. #SPS14
Questions / ON24 Logistics
• Download this white paper.
• View our podcast.
• Take our assessment
• …

3. #SPS2014
Follow this webinar on Twitter#SPS2014
Demand Gen Report:
@DG_Report
CorporateVisions:
@corpv
Patrick Flanigan:
@pkflanigan
Tim Riesterer:
@TRiesterer

4. #SPS2014
About Demand Gen Report
@DG_Report
http://linkd.in/DG_Specialists
•Launched in 2007 to track best practices in lead generation
•Newsletter has grown to more than 28,000 readers
•We also offer a menu of research and best practices reports
•New audio/video podcasts at DemandGenReport.com

5. #SPS2014
Panelists
MODERATOR:
Patrick FlaniganVice President, Sales Enablement ADP
Andrew Gaffney, Editor, Demand Gen Report
Tim Riesterer, Chief Strategy and Marketing OfficerCorporate Visions

6. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2

7. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
60
%

8. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
60
NO DECISION
%
60
%

9. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
60
NO DECISION
%
60
%
74%
Create Buying Vision
26%
Competitive Bake-Off

10. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
60
NO DECISION
%
60
%
74%
Create Buying Vision
26%
Competitive Bake-Off

12. Only 11%
Get a second call

13. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
60
NO DECISION
%
60
%
Solution Presentations
MOST Prepared
2ndLEAST Important

14. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
60
NO DECISION
%
60
%
Solution Presentations
Opportunity Creation
MOST Prepared
2ndLEAST Important
LEAST Prepared
MOST Important

15. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Self--Service
Demand Generation
60
NO DECISION
%
60
%

16. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
Demand Generation
Sales Enablement
60
NO DECISION
%
60
%

17. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
60
NO DECISION
%
60
%
Infographic
e-Book
Video
Demand Generation
Sales Enablement

18. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
60
NO DECISION
%
60
%
Infographic
e-Book
Video
Presentation
Proposal
Demand Generation
Sales Enablement
Collateral

19. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
60
NO DECISION
%
60
%
Infographic
e-Book
Video
Presentation
Proposal
Demand Generation
Sales Enablement
Collateral
MISSING?!

20. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60
%
Infographic
e-Book
Video
Presentation
Proposal
Demand Generation
Sales Enablement
Collateral
MISSING?!

24. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60
%
Infographic
e-Book
Video
Presentation
Proposal
Demand Generation
Sales Enablement
Collateral
MISSING?!

25. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60
%
Infographic
e-Book
Video
Presentation
Proposal
Demand Generation
Sales Enablement
Collateral
Playbook
Whiteboard

26. 26
Opportunity Creation Playbook
Point of
View Whiteboard

27. 27
Opportunity Creation Playbook
Point of
View Whiteboard

28. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

29. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

30. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

31. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

32. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

33. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

34. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

35. POINT OF VIEWWHITEBOARD
INSIGHT
UNSAFE
PROOF
NEW SAFE
Tell them something they don’t know about problem they don’t know they have.
Show them why their status quo is unsafe and why they “can’t get there from here?”
Show them a contrasting new safe path that resolves the risks previously identified.
Tell a story with contrast about a comparable company that successfully made the change.

36. 36
Opportunity Creation Playbook
Point of
View Whiteboard

37. 37
Opportunity Creation Playbook
Point of
View Whiteboard

38. Status Quo Buy
“Why change?” “Why you?”
-3 -2 -1 +1 +2 +3
Opportunity Creation
Playbook
Support most important activity
Powerful “why change” content
Status quo busting skills

46. Status Quo
Buy
“Why Change?”
“Why You?”
-3
-1
+1
+2
+3
-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60
%
Infographic
e-Book
Video
Presentation
Proposal
Demand Generation
Sales Enablement
Collateral
Playbook
Whiteboard
win.corporatevisions.com/dgr

47. #SPS14
Submit Your Questions
• Download this white paper.
• View our podcast.
• Take our assessment
• …

48. #SPS2014
Q & A // Panelists
MODERATOR:
Patrick FlaniganVice President, Sales Enablement ADP
Andrew Gaffney, Editor, Demand Gen Report
Tim Riesterer, Chief Strategy and Marketing OfficerCorporate Visions

49. All of the Strategy Planning sessions will be available On-Demand at:
http://bit.ly/1xyFJTy
This concludes the Strategy Planning Series!