Sales Enablement Best Practices
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Presentation on sales enablement and best practices for equipping your sales team. Presented by KnowledgeTree and Xactly's marketing and sales enablement teams. This presentation on sales enablement was given at Dreamforce in the Open Lounge.
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Sales Enablement Best Practices
- 1. #openlounge 4 Fixes that Enable Sales Peter Mollins VP of Marketing, KnowledgeTree @petermollins Brian Groth Sales Enablement Manager, Xactly @briangroth
- 2. “Why waste our life in friction when the same effort can be turned into momentum?” ~ Adapted from Frances Willard
- 3. @petermollins #openlounge The Changed Funnel: A Complex Conversation Marketing Sales Marketing and Sales
- 4. @petermollins #openlounge 1. Support Consensus Buyer Preference Purchased From Vendor Who Provided Content 95% 5% Vendor Provided Ample Content Inadequate Content Provided Source: DemandGen Report 20 People Have to Give Consensus in the Average B2B Sale Consensus depends on messages Source: Four Quadrant
- 5. @petermollins #openlounge 2. Build Trust in Every Conversation According to Enterprise 61% Of sales people add no value to the sales process Source: Forrester Buyers… Are sales teams sharing ‘popular’ or ‘proven’ messages?
- 6. Content Waste % Used By Sales Team @petermollins #openlounge 3. Make Every Second Count Sales 25% 70% Of B2B Marketing Budgets Goes to Content Never Used By Sales Team Source: ITSMA & SiriusDecisions but Time Wasted % of Sales Person’s Day 30% Of Sales Team’s Day Spent Looking for or Building Messages for Prospects Source: CEB 70% waste
- 7. @petermollins #openlounge 4. Repeat Your Best Practice 82% 39% Quota Attainment % of Sales Team 2x Doubled Quota Attainment for Teams that Encourage Best Practice How do your best sales people message to prospects? Source: Aberdeen
- 8. How the New Funnel Affects Go To Market @petermollins #openlounge 1. Support Consensus Buying 2. Build Trust in Every Conversation 3. Make Every Second Count 4. Repeat Best Practice Peter Mollins peter@knowledgetree.com
- 9. 4 TOP WAYS MARKETING FAILS SALES AND HOW TO FIX THEM B R I A N G R O T H S A L E S E N A B L E M E N T M A N A G E R X A C T L Y, C O R P O R A T I O N O C T O B E R 2 0 1 4
- 10. 1. Content Creation Marketing • Messaging Framework • Datasheet / Factsheet • Case Studies / Customer Stories • Sales Pitch (maybe) Sales • Cold call scripts • E-mail templates • Competitive comparisons/objections • Sales Pitch (on their own) Fix: Define ownership & input for creating customer-facing content
- 11. 2. Content Management Marketing • Product info – For web & social sharing – For e-mail newsletters • Product info – By industry – By persona – By content type Sales • Available immediately • Easy to share • E-mail template when needed • NDA, Order Form, etc. when needed • Product info when needed Fix: Think of sales as another channel needing quick responses
- 12. 3. Motivation Marketing • Pageviews • Downloads • Social shares • Buzz • New leads Sales • Quota • SPIFF • Gamification • President’s Club Fix: Educate marketing on the variables in the sales commission plan
- 13. 4. Sales Process Marketing • Generate Brand Awareness • Generate Leads • Sales Accepted Leads (SAL) Sales • Sales Qualified Leads (SQL) • Needs Analysis • Value Proposition • Proposal • Negotiation • Close Fix: Have shared metrics, such as SAL and SQL
- 14. 4 Top Ways Marketing Fails Sales And how to fix them 1. Content Creation: Define ownership & input for creating customer-facing content 2. Content Management: Think of sales as another channel needing quick responses 3. Motivation: Educate marketing on the variables in the sales commission plan 4. Sales Process: Have shared metrics, such as SAL and SQL Brian Groth Sales Enablement Manager @ Xactly bgroth@xactlycorp.com
Editor's Notes
- Session Title: 4 Top Ways Marketing Fails Sales: And How to Fix Them Session Description: The #1 job of marketing is to help sales sell more. Hear the 4 most common failures for marketers, and how to address these issues fast. Special guest Brian Groth, sales enablement manager from hyper-growth company Xactly. He'll explore a real-world example of how to synchronize how marketing and sales communicate with prospects.
- Marketing is not focused on building the content that sales needs, or at least usually not all of the content they need. Understandable, but sales needs to spend time closing deals, not creating content.
- Right content, right time: Push the right sales enablement content to sales teams. Where they need it, when they need it. Match content to any sales situation - by industry, persona, stage, and more. Surface content anywhere - in Salesforce.com or mobile devices with Salesforce1 Centralize content from everywhere - your blog, videos, file shares, and internal content like sales training tool Automatically recommend content that accelerates your sales process Identify gaps in your content library to better target messaging to prospects Alert sales teams via email and Chatter when prospects view content Connect with Marketo, Eloqua, Pardot, or Hubspot for a complete view of your funnel
- Pay based on factors the sales rep can control
- Content Creation Content Management Motivation Sales Process