The document outlines a webinar series hosted by Mike Kunkle that focuses on transforming sales results through effective sales enablement strategies. It discusses four sales systems that can address common sales enablement challenges, significantly improving performance metrics such as new-hire ramp-up time, sales productivity, and revenue growth. Kunkle emphasizes a holistic approach to sales enablement, integrating technology, processes, and training to foster impactful sales transformation.

1. How 4 Sales Systems Can Solve 80% of
Your Sales Enablement Challenges
Mike Kunkle
Host of Sales Transformation Straight Talk™
Founder, Transforming Sales Results, LLC

2. What
• Sales Transformation Straight Talk with Mike Kunkle webinar series
Why
• Provide you with the latest thinking and actionable ideas to transform
sales results
How
• Solo webinars, guest speakers, Q&A, taking requests, follow-up
conversations
When & Where
• Mid-month, Wednesday at 2 pm Eastern*, every month, here on SMM
Connect (http://bit.ly/STSTonSMM)
Sales Transformation Straight Talk Series
on
* With some possible exceptions on day/time
2

3. 3
Your Host
Follow Mike & His Content
SMM Webinars http://bit.ly/STSTonSMM
BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel
Blog http://www.transformingsalesresults.com
LinkedIn Publisher http://bit.ly/MikeKunklePublisher
LinkedIn Profile http://www.linkedin.com/in/mikekunkle
Twitter https://twitter.com/mike_kunkle
SlideShare http://www.slideshare.net/MikeKunkle
Google+ https://plus.google.com/+MikeKunkle
Mike is a well-known and highly-respected sales transformation
strategist, practitioner, consultant, speaker, and writer.
He’s spent 22 years as a corporate leader or consultant, helping companies drive
dramatic revenue growth through best-in-class learning strategies and his proven-
effective sales transformation methodology. Today, Mike is leading transforming
sales results, LLC, designing sales learning systems, speaking, leading webinars,
and guiding clients through all aspects of their sales transformation.
TransformingSalesResults.com
mike.kunkle@transformingsalesresults.com
mike@mikekunkle.com
214.494.9950
Mike Kunkle
Sales Transformation Strategist

4. Our Plan for Today
• Sales Enablement Challenges
• The Four Sales Systems
• Challenges Solved: Past Results
• System Components
4 Sales Systems | 80% of Results 4Mike Kunkle

5. Sales Enablement Challenges

6. Common Sales Enablement Challenges | Desired Outcomes
4 Sales Systems | 80% of Results 6Mike Kunkle
• Decrease new-hire ramp-up
• Deliver consistent value messaging (relevant/contextual)
• Adopt sales process / methodology
• Improve sales performance:
- Improve sales force productivity ($rev/rep)
- Increase quota attainment
- Grow pipeline size 3-4X (# of opps)
- Increase deal size
- Improve margins
- Speed-up pipeline velocity
- Increase win-rate
• Decrease sales talent churn
• Increase / improve sales coaching.
“Sales enablement is a growing
trend, but sales performance is
not improving... Clearly,
something is missing.”
CSO Insights’ 2017
Sales Manager Enablement Report

7. Common Sales Enablement Challenges | Outcomes | Initiatives
4 Sales Systems | 80% of Results 7Mike Kunkle
Challenges | Outcomes Initiatives
Decrease New-Hire Ramp-up Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management
Deliver Consistent Value Messaging Product Marketing | Analytics | Training | Coaching | Tools | Sales Management
Adopt Sales Process / Methodology Training | Coaching | Tools | Sales Management
Improve Sales Force Productivity ($rev/rep) Analytics | Training | Coaching | Tools | Sales Management
Increase Quota Attainment
Grow Pipeline Size 3-4X (# of opps) Analytics | Demand Gen | Training | Coaching | Tools | Sales Management
Increase Deal Size Analytics | Training | Coaching | Tools | Sales Management
Improve Margin Analytics | Training | Coaching | Tools | Sales Management
Speed-up Pipeline Velocity Analytics | Training | Coaching | Tools | Sales Management
Increase Win-Rate Analytics | Training | Coaching | Tools | Sales Management
Decrease Sales Talent Churn Selection | Sales Onboarding | Coaching | Sales Management
Increase / Improve Sales Coaching Analytics | Training | Coaching | Sales Leadership
Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management
Product Marketing | Analytics | Training | Coaching | Tools | Sales Management
Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
Analytics | Demand Gen | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
Selection | Sales Onboarding | Coaching | Sales Management
Analytics | Training | Coaching | Sales Leadership
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
ImproveSalesPerformance

8. Common Sales Enablement Initiatives | Themes
4 Sales Systems | 80% of Results 8Mike Kunkle
Recurring Initiatives | Themes
Sales Selection Sales Training
Sales Process Sales Coaching
Sales Methodology Sales Tools
Sales Messaging Sales Analytics
Sales Solutioning Sales Management
Sales Onboarding Sales Leadership

9. The Four Sales Systems

10. The Full Sales Performance Ecosystem
• It’s big, overwhelming
and unwieldly for most
people to address at
once
• And, this chart doesn’t
include all of the sales
management
ecosystem components
4 Sales Systems | 80% of Results 10Mike Kunkle

11. CSO Insights 2016 Sales Enablement Optimization Study
People Technology
Skills &
Knowledge
Process
© MHI Global, All Rights Reserved
Key trends from benchmarking
best-in-class SE Programs
• Take a holistic view of Sales
Enablement
• Focus on people, technology,
process, and skills/knowledge
• Prioritize and phase
implementations
Download the report
4 Sales Systems | 80% of Results 11Mike Kunkle

12. The Four Sales Systems
http://bit.ly/4SalesSystems-Overview
4 Sales Systems | 80% of Results 12Mike Kunkle

13. Why These Four Systems?
• They address these things…
• It’s the 80/20 Rule
4 Sales Systems | 80% of Results 13Mike Kunkle
Common Sales Enablement
Initiatives | Themes
Common Sales Enablement Challenges | Desired Outcomes

14. Past Results

15. 4 Sales Systems | 80% of Results 15Mike Kunkle
Past Results (A Sampling)
• Decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months)
• At 120 days, new reps outperformed a control group of 5-year reps by 21% (6
months)
• $398mm YoY revenue increase, $9.96mm net profit increase, and a 400% ROI (12
months).
• Increased sales/rep in the 90 days after training by 2.3/month – avg. increase of
$183k/class or $36.6mm/year (9 months)
• Improved average profitability/new reps by 11% (4 months)
• Improved new rep win-rate by 16% (6 months)

16. System Components

17. Sales Selection System
• Determine Sales Competencies
• Determine Traits
• Create Job Documentation
• Select Psychometrics Assessments
• Implement Behavioral Interviewing
• Test Situational/Hypothetical
Judgment
• Orchestrate Skill Validation
• Perform Background & Reference
Checks
http://bit.ly/4SalesSystems-Selection
4 Sales Systems | 80% of Results 17Mike Kunkle

18. Sales Readiness & Enablement
4 Sales Systems | 80% of Results 18Mike Kunkle

19. Sales Support System
• Ensure reps deeply understand your buyers
• Document buying process with buying process exit criteria
• Create buyer engagement content that aligns with exit criteria
• Ensure reps have the needed market and business acumen to
create and communicate value
• Align sales process to buying process and use a buyer-oriented,
consultative, solution-focused, outcome-driven sales
methodology
• Use sales enablement tools to improve sales efficiency and
effectiveness
• Use analytics to track training, content, sales behavior, and
outcomes.
• Train reps to engage buyers in valuable business conversations
and to create real value and differentiation, through their
customer acumen, business acumen, and solution acumen
http://bit.ly/4SalesSystems-SalesSupport
4 Sales Systems | 80% of Results 19Mike Kunkle

20. Sales Learning System
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
4 Sales Systems | 80% of Results 20Mike Kunkle

21. Phase 1:
Knowledge
Acquisition
Phase 2:
Knowledge
Sustainment
Phase 3:
Skill
Development
Phase 4:
Skill Transfer
Phase 5:
Skill Mastery
Purpose:
Acquire the knowledge behind
the skill… what to do, why to
do it, and the models for how
to do it, with examples, and
with assessments/tests to
validate learning occurred.
Tools:
elearning/content creation
tools, assessment tools,
microlearning, LMS or CMS
Premise:
Learn something new.
Outcomes:
• New knowledge acquired.
• Foundation for skill
acquisition.
Purpose:
Sustain the knowledge;
reverse the “forgetting curve.”
Tools:
Online SIM writers, Qstream,
Axonify, Mindmarker, EdCast,
LearnCore, others
Premise:
Don’t forget it. Just
because they learned
something, doesn’t
mean they’ll retain it.
Outcomes:
• Increase retention.
• Ensure comprehension.
Purpose:
Develop and practice skills.
Convert knowledge into
behavior.
Tools:
Flipped classroom, role plays,
live simulations, virtual
coaching tools (EdCast,
Brainshark, SalesHood,
Commercial Tribe, LearnCore,
Rehearsal, others).
Premise:
Just because they know
and remember, doesn’t
mean they can do it.
Outcomes:
Skills are learned, practiced,
and validated (they can do
something, as taught).
Purpose:
Apply the newly-acquired and
practiced skills in the
workplace.
Tools:
Manager guidance and prep to
use skills, forms/job
aids/performance support,
EPSS (EdCast, WalkMe,
Membrain, Revegy, others)
Premise:
Just because they can
do it, doesn’t mean they
will. (Skill/Will Matrix)
Outcomes:
New behaviors are used on
the job.
Purpose:
Guide and coach reps to skill
mastery and performance
outcomes, over time.
Tools:
Field training and coaching,
supported by CRM, analytics,
coaching forms and tools
Premise:
Just because they tried
it, doesn’t mean they
did it well or will
continue to do it.
Outcomes:
Increased levels of sales
competency, fluency with new
skills, better sales results.
Sales Learning System: The 5 Phases
4 Sales Systems | 80% of Results 21Mike Kunkle

22. Sales Learning System: Going Beyond the Phases
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
• Phase 1
• Phase 1
• Phases 1-5
• Phases 2-4
• Phase 5
• Measure for success
• Manage performance
• Lead & manage change
Cementing
into Culture
4 Sales Systems | 80% of Results 22Mike Kunkle

23. Sales Readiness ensures sales reps and managers are prepared with the competencies and resources needed to engage with potential
buyers and current customers, uncover opportunities, and manage those opportunities to a successful conclusion. That outcome is achieved
through training, knowledge sustainment, skills transfer, coaching to mastery, the strategic use of content, and sound sales management
practices.
for Training for Coaching
Train | Assess | Track Validate | Coach Transfer Support
Sustain | Guide
Inside Sales
“Game Film”
Field Sales
“Game Film”
Sales Asset Mgt. &
Buyer Engagement
1 3
2
4
5a
5b
6
START
7 EPSS / Workflow
Performance Support
Training Content /
Sales Methodology
Digital Transformation
/ IoT Expertise
for Transfer
Sales Readiness Ecosystem (Example)
Manager Toolkits
Sales Playbooks

24. Sales Management System
• Master Sales Hiring
• Remove barriers to FLSM engagement
• Implement a proven-effective Management
Operating Rhythm
- Master your Sales Process and Sales
Methodology
- Conduct Team and Rep Meetings
• Master Sales Analytics and the ROAM Method
• Develop Field Training and Sales Coaching
Skills
• Master your CRM and Sales Enablement Tools
• Master Sales Performance Management
http://bit.ly/4SalesSystems-SalesManagement
4 Sales Systems | 80% of Results 24Mike Kunkle

25. Sales Management System
ROAM
• Results vs. Objectives (outcome gap)
• Activities performed (what and how much)
• Methodology used (quality)
Field Training
• Tell: Recap with Knowledge Check
• Show: Demonstration with Skills Validation
• Do: Action Plan with Execution
• Review: Check ROAM and Train/Coach Loop
Field Coaching
• Diagnose: Analytics & Engaged Discussion
• Plan: Joint Solution Design and Planning
• Do: Execution of Action Plan
• Review: Check ROAM and Train/Coach Loop
http://bit.ly/4SalesSystems-SalesManagement
4 Sales Systems | 80% of Results 25Mike Kunkle

26. Did 4 Systems Cover 80% of the Challenges?
4 Sales Systems | 80% of Results 26Mike Kunkle
Common Sales Enablement
Initiatives | Themes
Common Sales Enablement Challenges | Desired Outcomes

27. Further Reading on The Four Systems
• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview
• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection
• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport
• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning
• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement
4 Sales Systems | 80% of Results 27Mike Kunkle

28. For more information:
Contact Mike: www.linkedin.com/in/mikekunkle
www.mikekunkle.com/connect
Upcoming SMM Connect Webinars: http://www.smmconnect.com/
Archived SMM Connect Webinars: http://www.smmconnect.com/recordings
THANKS for your time and attention!