Brad Holmes is the VP and Practice Leader at Forrester who leads a team of 20 analysts, consultants, and client engagement professionals in the emerging field of Sales Enablement. Sales Enablement is defined as a strategic and ongoing process that equips all client-facing employees to consistently have valuable conversations with customers at each stage of their problem-solving lifecycle. Forrester analysts have been helping sales, marketing, and portfolio teams work cross-functionally to create effective sales content and programs that map to a holistic customer model and are delivered on a common platform. The need for Sales Enablement has increased as senior executives look for ways to adapt their selling systems to changing business strategies and customer needs in a way that promotes their products as

1. Sales Enablement and Outcome Selling Brad HolmesVP and Practice Leader June 3rd, 2011

2. Sales Enablement is an emerging leadership role Fastest growing role for Forrester in 2011 – 1,800 clients Team of 20 analysts, consultants, and client engagement professionals Helping SE Professionals drive change and deliver results

3. SE defined (collaboratively with clients) Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system.

4. SE in practice To accomplish this goal, portfolio, marketing, and sales teams must work cross-functionally to create effective sales content and programs that map to a holistic customer model and that are delivered on a common platform.

5. Forrester analysts have been in the trenches Scott Santucci Outcome selling SE Strategies Modeling customers The hidden costs of sales support Brian Lambert Establishing brand value in the trenches Ensuring adoption of sales enablement initiatives Leading the sales training and development function Dean Davison Leveraging a defined and shared view of customer business problems Engineering portfolio solutions for simplicity at the point of sale Infusing customer-focused business intelligence into portfolio messages

6. Why Sales Enablement now?

7. November 2008 “Engineering Valuable Sales Conversations” CEOs React To Colliding Market Forces

8. Senior level executives are looking for answers

9. October 2010 “A SIMPLE Sales Enablement Framework” Random Acts Of Sales Support Create Unneeded Complexity, Overwhelming Sales Forces

10. April 2009 “Uncovering The Hidden Costs Of Sales Support” Hidden Costs And Inefficiencies Lurk In Sales And Marketing Budgets

11. 2000 18.1% 2009 13.4% What is the implication of the bottleneck? SG&A As a % of 2000 Revenue Relative growth of revenue and SG&A, normalized to 2000. Not adjusted for inflation

12. What do buyers think?

13. November 2008 “Engineering Valuable Sales Conversations” Product-First Engagement Model Promotes Commodity Perception

14. What do buyers perceive?

15. What do buyers want?

16. What do buyers experience?

17. The selling system is not adapting quickly enough to accommodate our changing business strategy CEOs conclude

18. Where are we headed?

19. November 2008 “Engineering Valuable Sales Conversations” Design An Engineered Approach To Sales Conversations

20. Why Outcomes?

21. Disaster Recovery Service Providers

22. IT Asset Lifecycle Mgt

23. Outcome Selling represents a change in “state”

24. Value transfer is what we all do

25. Focus on the value communication system like a supply chain Basic value communication system Customer Vender Audience Message Messenger  +

26. The value you communicate is the "know how" your clients need to achieve an outcome Pattern Audience Message(s) Messenger(s) + Outcome selling is a go-to-market approach in which you design your value communications system to optimize the value your customers realize.

27. Problem Product Pattern Place Path Promotion Proof Price

28. Thank you Brad Holmes bholmes@forrester.com 617 613 6037