The webinar discusses creating an integrated sales enablement strategy to bridge the gap between B2B sellers and buyers, focusing on the importance of understanding buyer needs, effective communication, and delivering relevant insights. Key areas of sales enablement include content management, coaching and training, and customer engagement to enhance sales effectiveness and productivity. The session emphasizes the need for a unified platform to manage content and training while providing personalized experiences throughout the buyer’s journey.

1. How to Create an Integrated
Sales Enablement Strategy
for Your Sales Team
SHOWPAD SPONSORED WEBINAR
@saleshacker
@showpad

2. Hosted by:
DON MATEJKO
Chief Revenue Officer
SHOWPAD
NIKKI NUMMELA
Sr. Manager, Sales Enablement
PERKINELMER, INC.
RYAN LEAVITT
Chief Revenue Officer
LEARNCORE

3. The Challenge: The Gap Between B2B Sellers and Buyers
The Solution: The 3 C’s of Sales Enablement
Sales Enablement for the Real-World
Agenda :
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4. Source: Forrester 2017
“89% of consumers make
decisions based on experience,
ahead of price and product”
6 years ago, that number was 12%

5. What do today’s B2B buyers want from
sales?
o To feel understood
o Clear, effective communication
o New, relevant perspective & insights

6. Integrated Sales Enablement:
Selling the Way Buyers Want to Buy

7. READINESS
• Onboarding, e-
learning
• Role-based
• Lifecycle Productivity
• Optimization
• Best practices
• Recording/
Interactive
CONTENT
• Repository
• Distribution
• Analytics
• Custom Sales
Engagement Apps
• Guided Selling
ENGAGEMENT
• Next best actions
• Buyer Intelligence
• Online sharing &
collaboration

8. POLL: Which of these areas does your
organization struggle with most?
A. Content Management
B. Coaching & Training
C. Customer Engagement

9. The Current State of Content Management
Low content
adoption
Off-message
No Feedback
Ineffective meetings
Poor buying
experience
Marketing Sales Prospect

10. The Current State of Coaching and Training
75%
Of sales organizations waste
resources due to random
and informal coaching
approaches
47%
Of sales managers spend
less than 30 minutes a week
coaching reps on skills and
behavior
CSO Insights
CSO Insights

12. Leveraging Customer Engagement as a Point
of Differentiation
85%
Of buyers feel that
meetings with sales
aren’t valuable
66%
Of buyers feel most
of shared info is
irrelevant
Forrester Forrester

13. Ingredients of a Successful Sales Enablement
Strategy
Content
Management
Customer
Engagement
Coaching
& Training

14. Sales Enablement in the Real World:
PerkinElmer
○ PerkinElmer At-a-Glance
○ Sales Enablement/Training Goal
■ Increase sales effectiveness and productivity
○ Fundamental Need
■ One platform where content and training can be managed, served up,
personalized and delivered quickly
■ Content engagement intelligence

15. Sales Enablement in the Real World:
An Integrated Approach
An integrated enablement approach to drive more value across multiple experiences:
1. Marketing Experience = Content delivery, governance and ROI
1. Sales Experience = Find and share the right content at the right time, access
sales training content, engagement insights to guide conversations and move
deals forward, and automation of activities through our CRM
1. Customer Experience = Receive more valuable and personalized information at
the right stage of the buying process

16. Sales Enablement in the Real World:
Why Showpad/LearnCore?
Sales & Marketing Alignment
○ One system for global commercial content delivery (including channel partners)
○ Access to the right content at the right time to engage buyers, promote upselling/cross-selling, build
more meaningful relationships with customers and enhance the PerkinElmer brand
○ Zero waste content
○ Capability to deliver micro-learnings on how to utilize content to deliver the right message
Mobile solution with buyer insights
○ Access content and training anywhere, anytime on any device (web, tablet, mobile)
○ Instant notifications on recipient engagement to guide next sales activity
Scalable and Expandable
○ Start small or go big
○ System Integrations and Platform Enhancements (SSO, CRM, Email, Marketing Automation,
LMS/LearnCore , Content recommendations and Guided Selling, etc.)

17. Sales Enablement in the Real World:
Value & Results
Over 1,000 users utilizing the platform for:
∙ Prospecting: First touchpoint with potential buyers to determine sales readiness
∙ Prepping for customer meetings: Sales is spending less time searching for, organizing and
preparing content for meetings
∙ Presenting content during live calls/meetings/events: Sharing content in a branded
environment via the web or mobile app
∙ Following up post-call: Quickly responding with targeted content to move deals faster
through the cycle
∙ Self guided education: Accessing content and training to learn how to sell our full solutions,
great for onboarding new reps
Results since launch:
An increase in the number of Showpad activities on current opportunities and closed/won deals
An increase in the number of assets being viewed and downloaded by customers

18. Deliver valuable content: map content to the buyer journey.
Systematically improve training and coaching to improve performance.
Meet your buyers where they are. Sell the way they want to buy.
The best buyer experience wins.
Don’t wait. No matter where you are, start and start now.
Key Takeaways and Q&A
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