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L&D For the Win:
Help Sales Seal
the Deal
Rethinking the Role of L & D
in converting pipeline
opportunities into revenue
Agenda
1Priority of your company’s leadership and how L&D can add value
Ways you can increase your company’s win rates by 24%
5
2 Factors influencing the achievement of that priority
3Critical questions that form the Funnel Filter™
4 Repercussions that your sales leaders face without this
Focus of Sales Leadership
The Slippery Slope
“How are we going to get there?”
© 2016 Integrity Solutions
Poll
When sales leadership conducts forecast reviews around “key”
pipeline opportunities, your role as an L & D professional is:
 I have a regular seat at the table and actively contribute to the
opportunity review discussion.
 I am asked to occasionally participate in opportunity reviews.
 Opportunity reviews are typically conducted by sales
management without my input – and that’s OK with me.
 I can add value to opportunity reviews but am typically
not asked.
© 2016 Integrity Solutions
The Challenges
• Delta between current revenues and yearly target.
• Forecast inaccuracies continue to frustrate sales
leaders & embarrass sales people
• L & D frequently not seen as a direct contributor to
pipeline performance
© 2016 Integrity Solutions
? ?
?
Our mission today…
• Equip L & D to help your sales organization’s #1 priority.
Convert pipeline opportunities to recognized revenue.
© 2016 Integrity Solutions
Costs
Wasted efforts
Unnecessary travel expenses
Poor resource
allocation
Misuse of sales management
© 2016 Integrity Solutions
Three Causes of the Problem
1
Sales managers
looking at quantity
vs. quality
© 2016 Integrity Solutions
Three Causes of the Problem
2
Unbalanced
pipeline
processes
1
Sales managers
looking at quantity
vs. quality
© 2016 Integrity Solutions
Three Causes of the Problem
2
Pipeline process
that neglects the
customer
1
Sales managers
looking at quantity
vs. quality
3
Low adoption of
sales training
by the field
© 2016 Integrity Solutions
Three Causes of the Problem
1
Sales managers
looking at quantity
vs. quality
© 2016 Integrity Solutions
Pipeline Value
“Our six month pipeline shows a
22.4 million dollar value.”
“I need to have 5x my quota in
my pipeline”
Pipeline Opportunities
“My target is 10 opportunities in Stage 1,
6 in Stage 2, 3 in stage 3, etc.”
More is better!
How is Pipeline Health Measured?
© 2016 Integrity Solutions
There is sufficient quantity of opportunities in each stage.
But what about the quality?
The Feel Good Pipeline
© 2016 Integrity Solutions
1: Quality vs. Quantity
Opportunities that:
1. Late stage?
2. Revenue amount?
3. Close date?
4. Should never have been
included in the pipeline
in the first place!
© 2016 Integrity Solutions
Major Sources of Pipeline Frustration
Survey of 348 sales managers
44%
34% Unrealistic timelines and
overly-aggressive close dates
Have sales opportunities that
initially progress through the
early stages only to stagnate
and eventually be removed
© 2016 Integrity Solutions
Needs: Describe the five categories of needs that the customer
has expressed for this opportunity?
Decision Process: What’s the decision process the customer will
follow, including buying role of key contacts?
Action: What is the latest next-step action commitment agreed
to by the customer that will move this opportunity forward?
For each opportunity in your company’s pipeline
ask three questions:
Funnel Filter
© 2016 Integrity Solutions
Sales Best Practices Study
© 2016 Integrity Solutions
39%
92%
0% 100%
All Respondents
World Class
“We clearly understand out customers issues before we
propose a solution”
Five Categories of Needs
© 2016 Integrity Solutions
Five Categories of Needs
© 2016 Integrity Solutions
Five Categories of Needs
© 2016 Integrity Solutions
Five Categories of Needs
© 2016 Integrity Solutions
Five Categories of Needs
© 2016 Integrity Solutions
Five Categories of Needs
© 2016 Integrity Solutions
Five Categories of Questions
© 2016 Integrity Solutions
Much higher percentage of
deals that have a much higher
likelihood of closing…
More Realistic Sales Funnel
© 2016 Integrity Solutions
Three Causes of the Problem
2
Unbalanced
pipeline
processes
1
Sales managers
looking at quantity
vs. quality
© 2016 Integrity Solutions
The #2 issues is Sales Process
© 2016 Integrity Solutions
Suspect Cool Warm Hot Contract
Identify target
vertical
Forward
product
information
Present initial
proposal
Send company
overview info
Conduct audit
to assess needs
Research
potential
competitors
Hold first
meeting
Present audit
results to client
Present final
proposal with
pricing
Establish
potential
account
opportunity
Discuss
opportunity
with manager
Typical Pipeline
© 2016 Integrity Solutions
Revealed Needs in the
five categories that this
solution will address?
Described the decision
making process they
will use for this specific
opportunity, including
buyer roles?
Provided you with
access to senior-level
decision-makers?
Revealed how this
initiative will be funded?
Discussed their decision
criteria and ranking of
importance?
Committed to a next-step
action that will move this
opportunity forward?
Sales Person Perspective vs.
Customer Perspective
Has the customer:
© 2016 Integrity Solutions
Client shared a problem or
opportunity that we can
address
Key stakeholders have shared
information in the five
categories of needs.
Client has shared
decision criteria and
ranking
Client has agreed to provide
access to key stakeholders
Client has shared the decision
making process
Client has given you
feedback on your initial
recommendations
Discussed opportunity with
manager to determine pursuit
strategy
Determined long term sales
objective
Balanced Opportunity Process
Stage 1 Stage 2 Stage 3
© 2016 Integrity Solutions
The Real Sales Pipeline Implications
• Sales people can focus their time and energies
on better qualified opportunities
• Managers can focus their coaching efforts on
opportunities that have a higher likelihood to
reward their efforts
• Sales costs will decrease significantly
• Profitability per sales person, per client and
per organization will climb
© 2016 Integrity Solutions
Three Causes of the Problem
2
Pipeline process
that neglects the
customer
1
Sales managers
looking at quantity
vs. quality
3
Low adoption of
sales training
by the field
© 2016 Integrity Solutions
The Size of the Prize….
Up to a 24% increase in Win Rates!
© 2016 CSO Insights, Inc.
The Slippery Slope
© 2016 Integrity Solutions
If adoption of skills training is a challenge in
your organization, what do you see as a major
contributor to that?
Open Text Survey
Your Thoughts….
Do they get a chance
to actually practice
the skill where that
skill will be needed?
What’s Required to Improve a Skill?
(vs. Obtain Knowledge)
Practice
What’s Required to Improve a Skill?
(vs. Obtain Knowledge)
Practice
Is there a regular
schedule, or ad hoc?
Structured practice
over time
What’s Required to Improve a Skill?
(vs. Obtain Knowledge)
Practice
Do they have
someone who is
paying attention to
their development?
Structured practice
over time
Coaching
What’s Required to Improve a Skill?
(vs. Obtain Knowledge)
Practice
If they don’t do the
work, who notices?
Structured practice
over time
Coaching
Accountability
What’s Required to Improve a Skill?
(vs. Obtain Knowledge)
Practice
If they have a
setback, who is
there to support
and encourage?
Structured practice
over time
Coaching
Accountability
Support System
Three Actions to Take Now!
2
Scrutinize your
sales process
1
Examine
pipeline quality
not just quantity
3
Study adoption of
sales training
by the field
Q&A
Bruce Wedderburn
Integrity Solutions
Pat Lynch
CSO Insights

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L&D for the Win: Help Sales Seal the Deal

  • 1. L&D For the Win: Help Sales Seal the Deal Rethinking the Role of L & D in converting pipeline opportunities into revenue
  • 2. Agenda 1Priority of your company’s leadership and how L&D can add value Ways you can increase your company’s win rates by 24% 5 2 Factors influencing the achievement of that priority 3Critical questions that form the Funnel Filter™ 4 Repercussions that your sales leaders face without this
  • 3. Focus of Sales Leadership
  • 5. “How are we going to get there?” © 2016 Integrity Solutions
  • 6. Poll When sales leadership conducts forecast reviews around “key” pipeline opportunities, your role as an L & D professional is:  I have a regular seat at the table and actively contribute to the opportunity review discussion.  I am asked to occasionally participate in opportunity reviews.  Opportunity reviews are typically conducted by sales management without my input – and that’s OK with me.  I can add value to opportunity reviews but am typically not asked. © 2016 Integrity Solutions
  • 7. The Challenges • Delta between current revenues and yearly target. • Forecast inaccuracies continue to frustrate sales leaders & embarrass sales people • L & D frequently not seen as a direct contributor to pipeline performance © 2016 Integrity Solutions
  • 8. ? ? ? Our mission today… • Equip L & D to help your sales organization’s #1 priority. Convert pipeline opportunities to recognized revenue. © 2016 Integrity Solutions
  • 9. Costs Wasted efforts Unnecessary travel expenses Poor resource allocation Misuse of sales management © 2016 Integrity Solutions
  • 10. Three Causes of the Problem 1 Sales managers looking at quantity vs. quality © 2016 Integrity Solutions
  • 11. Three Causes of the Problem 2 Unbalanced pipeline processes 1 Sales managers looking at quantity vs. quality © 2016 Integrity Solutions
  • 12. Three Causes of the Problem 2 Pipeline process that neglects the customer 1 Sales managers looking at quantity vs. quality 3 Low adoption of sales training by the field © 2016 Integrity Solutions
  • 13. Three Causes of the Problem 1 Sales managers looking at quantity vs. quality © 2016 Integrity Solutions
  • 14. Pipeline Value “Our six month pipeline shows a 22.4 million dollar value.” “I need to have 5x my quota in my pipeline” Pipeline Opportunities “My target is 10 opportunities in Stage 1, 6 in Stage 2, 3 in stage 3, etc.” More is better! How is Pipeline Health Measured? © 2016 Integrity Solutions
  • 15. There is sufficient quantity of opportunities in each stage. But what about the quality? The Feel Good Pipeline © 2016 Integrity Solutions
  • 16. 1: Quality vs. Quantity Opportunities that: 1. Late stage? 2. Revenue amount? 3. Close date? 4. Should never have been included in the pipeline in the first place! © 2016 Integrity Solutions
  • 17. Major Sources of Pipeline Frustration Survey of 348 sales managers 44% 34% Unrealistic timelines and overly-aggressive close dates Have sales opportunities that initially progress through the early stages only to stagnate and eventually be removed © 2016 Integrity Solutions
  • 18. Needs: Describe the five categories of needs that the customer has expressed for this opportunity? Decision Process: What’s the decision process the customer will follow, including buying role of key contacts? Action: What is the latest next-step action commitment agreed to by the customer that will move this opportunity forward? For each opportunity in your company’s pipeline ask three questions: Funnel Filter © 2016 Integrity Solutions
  • 19. Sales Best Practices Study © 2016 Integrity Solutions 39% 92% 0% 100% All Respondents World Class “We clearly understand out customers issues before we propose a solution”
  • 20. Five Categories of Needs © 2016 Integrity Solutions
  • 21. Five Categories of Needs © 2016 Integrity Solutions
  • 22. Five Categories of Needs © 2016 Integrity Solutions
  • 23. Five Categories of Needs © 2016 Integrity Solutions
  • 24. Five Categories of Needs © 2016 Integrity Solutions
  • 25. Five Categories of Needs © 2016 Integrity Solutions
  • 26. Five Categories of Questions © 2016 Integrity Solutions
  • 27. Much higher percentage of deals that have a much higher likelihood of closing… More Realistic Sales Funnel © 2016 Integrity Solutions
  • 28. Three Causes of the Problem 2 Unbalanced pipeline processes 1 Sales managers looking at quantity vs. quality © 2016 Integrity Solutions
  • 29. The #2 issues is Sales Process © 2016 Integrity Solutions
  • 30. Suspect Cool Warm Hot Contract Identify target vertical Forward product information Present initial proposal Send company overview info Conduct audit to assess needs Research potential competitors Hold first meeting Present audit results to client Present final proposal with pricing Establish potential account opportunity Discuss opportunity with manager Typical Pipeline © 2016 Integrity Solutions
  • 31. Revealed Needs in the five categories that this solution will address? Described the decision making process they will use for this specific opportunity, including buyer roles? Provided you with access to senior-level decision-makers? Revealed how this initiative will be funded? Discussed their decision criteria and ranking of importance? Committed to a next-step action that will move this opportunity forward? Sales Person Perspective vs. Customer Perspective Has the customer: © 2016 Integrity Solutions
  • 32. Client shared a problem or opportunity that we can address Key stakeholders have shared information in the five categories of needs. Client has shared decision criteria and ranking Client has agreed to provide access to key stakeholders Client has shared the decision making process Client has given you feedback on your initial recommendations Discussed opportunity with manager to determine pursuit strategy Determined long term sales objective Balanced Opportunity Process Stage 1 Stage 2 Stage 3 © 2016 Integrity Solutions
  • 33. The Real Sales Pipeline Implications • Sales people can focus their time and energies on better qualified opportunities • Managers can focus their coaching efforts on opportunities that have a higher likelihood to reward their efforts • Sales costs will decrease significantly • Profitability per sales person, per client and per organization will climb © 2016 Integrity Solutions
  • 34. Three Causes of the Problem 2 Pipeline process that neglects the customer 1 Sales managers looking at quantity vs. quality 3 Low adoption of sales training by the field © 2016 Integrity Solutions
  • 35. The Size of the Prize…. Up to a 24% increase in Win Rates! © 2016 CSO Insights, Inc.
  • 37. © 2016 Integrity Solutions
  • 38. If adoption of skills training is a challenge in your organization, what do you see as a major contributor to that? Open Text Survey Your Thoughts….
  • 39. Do they get a chance to actually practice the skill where that skill will be needed? What’s Required to Improve a Skill? (vs. Obtain Knowledge) Practice
  • 40. What’s Required to Improve a Skill? (vs. Obtain Knowledge) Practice Is there a regular schedule, or ad hoc? Structured practice over time
  • 41. What’s Required to Improve a Skill? (vs. Obtain Knowledge) Practice Do they have someone who is paying attention to their development? Structured practice over time Coaching
  • 42. What’s Required to Improve a Skill? (vs. Obtain Knowledge) Practice If they don’t do the work, who notices? Structured practice over time Coaching Accountability
  • 43. What’s Required to Improve a Skill? (vs. Obtain Knowledge) Practice If they have a setback, who is there to support and encourage? Structured practice over time Coaching Accountability Support System
  • 44. Three Actions to Take Now! 2 Scrutinize your sales process 1 Examine pipeline quality not just quantity 3 Study adoption of sales training by the field