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Sales enablement industry benchmark study results
This document presents findings from an industry benchmark study on sales enablement. It finds that the most effective companies at driving sales performance align sales content and messaging to the buyer's process, develop competitive intelligence, and automate preparation of selling materials. However, many companies still struggle to deliver customized sales materials and messages to sellers based on their unique selling situations. The document advocates that companies implement a sales effectiveness maturity model to improve various competencies and leverage initiatives to boost both revenue and reduce costs.
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Sales enablement industry benchmark study results
- 1. SAVO Sales Enablement Industry Benchmark Study Chuck Dulde Sr. Director – Customer Value September 20, 2012
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- 4. PRODUCT KNOWLEDGE MEMORABLE DELIVERY ALIGNED WITH BUYER 4
- 5. 35% ALIGNING SALES CONTENT & MESSAGE TO BUYER/PROCESS 33% DEVELOPING/DELIVERING COMPETITIVE INTELLIGENCE 26% AUTOMATING THE PREPARATION OF SELLING MATERIALS 6% ENABLING MOBILE SELLERS 5
- 6. THE BUYER COMPLICATION 85% OF COMPANIES INVOLVE 3-‐10 INDIVIDUALS IN BUYING DECISION 58-‐70% OF BUYING PROCESS IS COMPLETED BEFORE TALKING TO A VENDOR 6
- 7. WHAT’S AT-‐RISK? AS BUYERS ASSERT MORE CONTROL IN THE SALES PROCESS… SELLERS LOSE EFFECTIVENESS VALUE RELEVANCE CONTROL 7
- 8. WHAT’S THE IMPACT? Leaders Laggards Reps Achieving Quota 83% 22% Revenue Growth 23% 6% Average Deal Size 9.7% (0.5)% Average Sales Cycle (1.4%) 7% SOURCE: ABERDEEN SALES EFFECTIVENESS RESEARCH (JAN 2012) 8
- 9. REFRAMING THE CHALLENGE Profitable Growth Inidadves Sales Execudon Decision Buyer Corporate Execudon = Sales Execudon 9
- 10. LEVERS OF SALES EFFECTIVENESS Sales Measurement CRM Competency Learning Sales Development Systems Sales Modon Execudon 10
- 11. THE SAVO MATURITY MODEL M&A New GTM Product Strategy Launch Competency Workforce Sales CRM Development Management Measurement Sales Enablement Asset Program Knowledge Management Management Management Compeddve Intelligence Messaging Social Sales Collaboradon Process Sales Execudon 11
- 12. REVENUE & COST-‐OUT INITIATIVES Seller • Seller Effecdveness Effecdveness • Seller Producdvity/Efficiency • New Product Launch • Mergers & Acquisidons • Channel/Partner Contribudon • New Markets • New Geos • Exisdng Market Penetradon • Exisdng Account Penetradon • Recurring Revenue Retendon • Markedng & IT Expense Opdmizadon 12
- 13. SALES EFFECTIVENESS HEATMAP Avg Score SALES EFFECTIVENESS COMPETENCIES… 3.4 § Sellers are engaging SMEs for customer conversations 3.3 3.1 § Company’s brand is maintained across sales content 3.0 § Demos & samples are available for customer evaluation 3.0 § Content sellers use is generally accurate 3.0 2.9 § Sellers systematically identify competitors for each oppty … AND CHALLENGES 1.2 § Sellers not able to access sales assets when mobile 1.2 1.2 § Lack a process to capture competitive learnings 1.1 § There are few incentives for sellers to share knowledge 1.0 § Preparing selling materials is manual & inefficient 1.0 1.0 § Sales content/message not aligned to buyer/process 13
- 14. 63% OF COMPANIES ARE LAGGARDS IN DELIVERING SALES MATERIALS & MESSAGING TO SELLERS BASED ON THEIR SELLING SITUATION 14
- 15. 43% OF COMPANIES ARE LAGGARDS SALES MANAGERS CANNOT VERIFY A SELLERS SITUATIONAL FLUENCY 15
- 16. ARE YOU MAKING PEANUT BUTTER SANDWICHES? MARKETERS • MESSAGE CREATION SKILLS SALES LEADERS • CREATIVE SHIFT TO • MESSAGING SALES MOTION INSPECTION & • OWNS COACHING GO-‐TO-‐CUSTOMER • SALES MOTION COVERAGE MODEL ANALYTICS • RESOURCE FACILITATOR SELLERS • MESSAGING DELIVERY SKILLS • SALES MOTION DISCOVERY & EXECUTION • RESOURCE MANAGER 16
- 17. Quesdons SAVO CONFIDENTIAL © 2012 1
- 18. Thank You! SAVO CONFIDENTIAL © 2012 1