This is the deck I presented for Sales & Marketing Management's webinar, sharing my sales onboarding methods that have yielded such great results for me.

1. Sales Onboarding:
Making New Reps Twice as Good
in Half the Time
Mike Kunkle, Sr. Director of Sales Enablement, Brainshark
June 7, 2016

2. Sales Onboarding Best Practices
Agenda:
• Selection
• Definitions
• What to Avoid
• Milestones
• Content
• Curriculum
• Execution

3. Results Achieved (This Onboarding Method)
Results, post implementation
• Decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months)
• At 120 days, new reps outperformed a control group of 5-year reps by 21% (6 months)
• $398mm YoY revenue increase, $9.96mm net profit increase, and a 400% ROI (12 months).
• Increased sales/rep in the 90 days after training by 2.3/month – avg. increase of $183k/class
or $36.6mm/year (9 months)
• Improved average profitability/new reps by 11% (4 months)
• Improved new rep win-rate by 16% (6 months)

4. Selection

5. Hiring Right is the First Step of Effective Onboarding
Develop sales
analytics
Align
compensation
Fine-tune sales
support
Hire the
right reps
Train the sales
management levers
What & how to train
How to coach
How to diagnose gaps
How to manage
performance
Train the sales
position levers
Note: these performance levers are just examples and may not be right for your organization.
Remove policy
& sop barriers
Competencies
Behaviors
Traits
Sales planning
Territory
management
Consultative
selling
Account
selection
Technology &
tool use
Pipeline
management
Account
development

6. Hiring Right is the First Step of Effective Onboarding
Develop sales
analytics
Align
compensation
Fine-tune sales
support
Hire the
right reps
Train the sales
management levers
What & how to train
How to coach
How to diagnose gaps
How to manage
performance
Train the sales
position levers
Note: these performance levers are just examples and may not be right for your organization.
Remove policy
& sop barriers
Competencies
Behaviors
Traits
Sales planning
Territory
management
Consultative
selling
Account
selection
Technology &
tool use
Pipeline
management
Account
development
• Competency mapping
• Top-producer analysis
• Psychometric assessments
• Behavioral interviewing
• Top-grading
• Simulations

7. Definitions

8. Some Definitions
“The beginning of wisdom is the
definition of terms”
Socrates
• Orientation
- Introductory activities, meetings and training that introduce the employee to the
company, policies, culture, local facility, and key personnel with whom they will be
working
• Onboarding
- Job-related training to enable the employee for sales success
- Should occur in phases, based on performance milestones
• Start Dates: Acceptance, Employee, Orientation, and Onboarding
- The date the employee acceptance is cleared, the employee starts, the orientation
starts, and the onboarding training starts
- The employee start date and orientation start should be the same, whenever possible.

9. Some Definitions
• Pre-start Logistics
- Things that can be done in advance of the employee start date, to ensure the employee
moves as quickly as possible through the phases
• Offer-to-start Date Windows
- The time frames from offer acceptance until the employee starts, until orientation starts,
and onboarding starts
- Depending on company policies, these windows provide a critical timeframe in which to
complete as many pre-start logistic activities as possible
• Performance-ready Date
- The date at which the employee completes onboarding and is fully ready to perform.
“The beginning of wisdom is the
definition of terms”
Socrates

10. Some Definitions
Our focus today will be…
Sales Onboarding
Job-related training to enable the employee for sales success
While these are important, our focus today is not:
Pre-start logistics, orientation activities, non-onboarding elements
(See the Appendix for some resources for these topics and run a Lean project)
“The beginning of wisdom is the
definition of terms”
Socrates

11. What to Avoid

12. What to Avoid
Biggest Challenges
• No plan
• Logistics derail learning
• Too much content…delivered
too soon…
• Combining logistics,
orientation & onboarding
• Uncoordinated effort
• No checkpoints, gating, or
assessments
• No sustainment, transfer or
coaching to mastery (ST2CM)
• And…

13. What to Avoid
“Go get ‘em, tiger!”
Biggest Challenges

14. 2-Part Solution (Stop + Start)
Resolving these challenges is necessary, but not enough
Stop
Logistics
derail
No plan
Too much
content…
…too
quickly…
…too soon
No checkpoints or
assessmentsGo get
‘em, tiger!
No STC2M
Uncoordinated
efforts
Mashing
elements

15. 2-Part Solution (Stop + Start)
Resolving these challenges is necessary, but not enough
Start
• Content that matters
• Performance milestones
• Need-to-know, by milestone
• Chunk, sequence, layer
• Effective Learning Systems
Logistics
derail
No plan
Too much
content…
…too
quickly…
…too soon
No checkpoints or
assessmentsGo get
‘em, tiger!
No STC2M
Uncoordinated
efforts
Mashing
elements
Stop

16. Performance Milestones

17. 1 2 3
3 successive
quota months
milestone 3
first month
at quota
milestone 2
Metrics that Matter
performance
time
• Determine 3-5 major milestones
• Benchmark them
• Build everything around them
• Measure, report, analyze, adjust
• Focus on “need to know” for
each milestone
first sale
milestone 1
Disclaimer: This is just an example. This is one possible set of milestones for companies
where quotas occur monthly. Milestones may vary by industry, company, product, service,
sales cycle, and quota structure. You need to determine the most reasonable and effective
milestones for your company.

18. 1 2 3
???
milestone 3
???
milestone 2
Metrics that Matter
performance
time
???
milestone 1
What if your sales cycle is:
• 9 months?
• 12 months?
• 18 months?

19. Metrics that Matter: Sales Performance
performance
time
Lag Indicators
- short sales cycle -
Lead Indicators
- long sales cycles -
wins / losses calls / contacts / campaigns
revenue / quota appointments set *
velocity opportunities entered
negotiated pricing / profitability presentations /proposals
sales process metrics (post-decision
conversion analysis)
sales process metrics (pre-decision
conversion rates
and more… and more…
* Could be lead or lag, depending on whether the rep is inside sales or field

20. Metrics that Matter: Learning Performance
performance
time
Lag Indicators Lead Indicators
courses completed courses started (on-time, late)
assessment scores (pass/fail) assessments taken (on-time, late)
assignment grades pre-work completion
role play scoring assignment completion
final certification vILT attendance for cILT prep
and more… and more…

21. Content

22. Determine which apply for your sales reps
• Industry: domain expertise | insights
• Market: problems | risks | opportunities | implications
• Customers: buyer personas | buyer’s journey
• Territory: accounts | contacts | current state | goals
• Solutions: products | services | capabilities | differentiators | value | outcomes
• Sales process: stages, tasks, exit criteria | aligned to the buying process
• Sales methodology: training and top-producer practices for lead gen | opportunity management |
account management and more
• Tools: CRM | sales enablement tools | analytics | organization | collaboration | collateral | performance
support | other systems
Training Content Buckets

23. Determine which apply for your sales reps
• Industry: domain expertise | insights
• Market: problems | risks | opportunities | implications
• Customers: buyer personas | buyer’s journey
• Territory: accounts | contacts | current state | goals
• Solutions: products | services | capabilities | differentiators | value | outcomes
• Sales process: stages, tasks, exit criteria | aligned to the buying process
• Sales methodology: training and top-producer practices for lead gen | opportunity management |
account management and more
• Tools: CRM | sales enablement tools | analytics | organization | collaboration | collateral | performance
support | other systems
Training content bucketsOther? What else does your sales force need?
http://www.slideshare.net/MikeKunkle/astd-ice-2014-22nd-century-selling-skills-mike-kunkle-posting

24. Top-Producer Analysis
• Conduct task analyses for content buckets
- What, why, how (when, where)
- Difficulty, importance, frequency
• Define sales process | sales methodology
• Identify performance levers (80/20)
• Compare top & middle – differentiators
• Build Continue | Start | Stop lists
• Build training content around replicable skills.
Training Content Buckets Top 4%
Bottom 20%
Top 4%
Rest of Top 20% (16%)
Middle 60%
Above Average
Below Average
Average
Bottom 20%
http://www.slideshare.net/MikeKunkle/using-topproducer-analysis-to-improve-sales-results-atd2016-v05102015

25. Curriculum

26. Well-known instructional design strategy – maximized for onboarding
• Chunk like topics together
• Teach in smaller chunks with reinforcement and assessments to increase retention
• Order chunks in a logical sequence that will make sense for the learner and be easier to absorb
• Layer additional related chunks or new chunks on top of already-well-learned information and skills
Involve a good instructional designer with firm “need to know” filters
http://www.slideshare.net/MikeKunkle/basic-instructional-design-principles-a-primer
Chunk | Sequence | Layer

27. Chunk | Sequence | Layer
everything the rep needs to knowcontent

28. Chunk | Sequence | Layer
everything the rep needs to knowcontent
oops! takes too long!
milestone 1
what happens when we
cram

29. Chunk | Sequence | Layer
everything the rep needs to knowcontent
what happens when we
cram
still not good enough
milestone 1
now chunked & sequenced

30. Chunk | Sequence | Layer
everything the rep needs to knowcontent
Let’s reset and try again

31. Chunk | Sequence | Layer
everything the rep needs to knowcontent
see the difference?
just what’s needed
to get to the
first milestone!
milestone 1need to know

32. Chunk | Sequence | Layer
everything the rep needs to knowcontent
now even better!
just what’s needed
to get to the
first milestone!
milestone 1need to know
chunked & sequenced!

33. Chunk | Sequence | Layer
need to know
chunked & sequenced!
content everything the rep needs to know

34. Chunk | Sequence | Layer
everything the rep needs to knowcontent
need to know
chunked & sequenced!
repeat, layering,
just what’s needed
to get to the
second milestone
need to know: chunked,
sequenced & layered

35. Chunk | Sequence | Layer
everything the rep needs to knowcontent
need to know
chunked & sequenced!
one more time for
the third milestone!
need to know: chunked,
sequenced & layered
everything here has now been taught, at the right time

36. Chunk | Sequence | Layer
Example
Content milestone 1 milestone 2 milestone 3
Process • first 2 stages only + • remaining 4 stages + • account management
Tasks
• account selection
• sales research
+
• diagnostics/solutions
• CPQ/proposal dev
+ • territory management
Method
• prospecting
• leading sales meetings
+
• presentations
• negotiation
+
• uptiering
• referrals
CRM
• log leads
• link research
• log contacts | actions
+
• opportunity mgt.
• exit criteria logging
+
• account analytics
• industry trends
• alerts
Solutions
• free assessment tool
• general services info
+ • XYZ services/solutions +
• XYZ add-ons
• full solution set for ABC
Collateral
• vertical research data
• case studies
+
• XYZ documentation set
• XYZ outcomes study
+ • ABC documentation set

37. Chunk/sequence/layer by sales process & methodology
Map out the entire customer lifecycle
• Sales process = stages how a sale progresses through to a decision
• Sales methodology = what a rep does in each stage
• Map lead-gen through account management
• Only teach the process & methods needed to achieve each milestone
Teach business process and workflow
• Word processing analogy: don’t teach menus; teach how to build a document
• Simulate the real-world activities in the training, following the sales process stages
• Teach the best practice methodology in each stage
• Use as much roleplay and simulation as possible with feedback, coaching and learning/practice loops
Chunk | Sequence | Layer
https://www.linkedin.com/pulse/align-sales-performance-ecosystem-your-customer-lifecycle-mike-kunkle
https://www.linkedin.com/pulse/20140914192639-834966-how-to-build-a-blended-sales-training-curriculum
http://blog.growthplay.com/how-to-make-your-role-plays-more-effective

38. A word about product training
This is the same as everything else – stop over-training product
• What do reps need to know and do to get to each level?
• Chunk, sequence and layer that and teach appropriately
• With highly-complex products, plan how you will support reps (sales engineers, a buddy system, mentors,
managers, a deal desk, performance support, great collateral, etc.)
• Get off “fact training” quickly and onto product “scenario training”
Chunk | Sequence | Layer
https://www.linkedin.com/pulse/sales-leaders-stop-wasting-time-product-training-mike-kunkle

39. Execution

40. • Effective Selling System
• Effective Learning System
Execution

41. Effective Selling System
• Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-
focused, outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen

42. The Framework
Effective Learning System
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

43. The Framework
• Most common training focus
Effective Learning System
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

44. The Framework
• The difference
Effective Learning System
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

45. The Framework (Combined)
• Powerful
• Rare
• Competitive differentiation
“Our people
are our greatest asset!”
Effective Learning System
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

46. The Framework (Summary)
• Ensure content matters
• Design great learning
• Engage managers
• Sustain/transfer
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change.
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
content
design
managers
transfer
coaching
measures
perf. mgt.
integration
alignment
change

47. • Hire Right
• Stop the Insanity
• Use Top-Producer Content
• Set Performance Milestones
• Focus on Need-to-Know by Milestone
- Chunk | Sequence | Layer
• Execute with Discipline
- Plug into an Effective Selling System
- Supported by an Effective Learning System
Summary: Key Differentiators

48. Appendix

49. Mike is a training and organization effectiveness leader with
special expertise in sales force transformation.
• After his initial years on the frontline in sales and sales management, he
spent the next 21 years as a corporate manager or consultant, leading
departments and projects with one purpose – improve sales results.
• Today, in his role at Brainshark, Mike uses his in expertise in best-in-class
learning strategies, methods, processes, and change leadership to develop
the capabilities of sales representatives and sales managers to drive
business results.
• Mike freely shares his own sales transformation methodology, speaking at
conferences and writing online (see examples) and can be reached on
various social media sites.
About Mike
• LinkedIn
• Twitter
• SlideShare
Let’s
Connect!

50. Some hiring | selection methods (multiple approaches)
• http://davestein.biz/2012/03/07/psychometric-testing-in-the-sales-hiring-process/
• http://www.mikekunkle.com/2011/04/18/should-you-use-psychometric-assessments-to-hire/
• http://uniformguidelines.com/testassess.pdf
• http://www.shrm.org/about/foundation/research/Documents/assessment_methods.pdf
• http://pages.uoregon.edu/sanjay/bigfive.html
• http://www.outofservice.com/bigfive/
• http://www.ddiworld.com/DDIWorld/media/white-papers/targetedselection_mg_ddi.pdf?ext=.pdf
• http://www.ddiworld.com/product-guide/selection-and-assessment/job-simulations/assessing-talent-sales-professional
• http://www.slideshare.net/salesbenchmarkindex/talent-management-the-topgrading-interview-process
• https://topgrading.com/products/topgrading-for-sales/
• http://chally.com/by-functional-area/sales-force-expertise/
• http://www.sibson.com/publications/perspectives/Volume_21_Issue_2/sales-competencies.html
• https://www.luminalearning.com/luminaproducts/sales/en-us
• http://www.profilesinternational.com/employee-assessment-products-overview/profiles-sales-assessment/
• https://www.brooksgroup.com/sales-hiring-assessments/hiring-assessments-depth/
• http://ceb.shl.com/us/solutions/talent-acquisition/volume-recruiting/
• http://www.selfmgmt.com/en/products/selection/sales_recruiting_and_selection/salespro.aspx
• http://www.salesmomentum.com/products-view/sales-simulation/
• http://processspecialist.com/talent-assessment.htm
Appendix

51. New employee orientation
• http://www.shrm.org/about/foundation/products/documents/onboarding%20epg-%20final.pdf
• http://humanresources.about.com/od/retention/a/keepnewemployee.htm
• https://www.td.org/Education/Programs/New-Employee-Onboarding
• https://www.td.org/Publications/Books/New-Employee-Orientation-Training
• https://www.td.org/Publications/Magazines/TD/TD-Archive/2012/09/New-Hire-Onboarding-Common-Mistakes-to-Avoid
• http://opensiuc.lib.siu.edu/cgi/viewcontent.cgi?article=1081&context=ojwed
• http://v1.aberdeen.com/launch/report/benchmark/8383-RA-strategic-onboarding-talent.asp
• http://v1.aberdeen.com/launch/report/research_report/9865-RR-twentyfirst-century-onboarding.asp
• http://www.skilldirector.com/sdle.html (for competency assessments with custom learning plans)
Appendix
Measurement: lead and lag indicators
• http://kpilibrary.com/topics/lagging-and-leading-indicators
• http://www.slideshare.net/ianjseath/understanding-lead-and-lag-indicators
• http://blogs.salesforce.com/company/2012/11/the-power-of-key-performance-indicators.html
• http://www.insightsquared.com/2013/06/leading-vs-lagging-sales-performance-analytics/
• https://www.richardson.com/PageFiles/3300/verifiable_outcomes_download.html

52. Supporting sales onboarding
• https://www.brainshark.com/solutions/train
• https://www.brainshark.com/solutions/coach
• http://www.qstream.com/
• http://www.execvision.io/
• http://www.salesbenchmarkindex.com/onboarding-new-sales-reps
• http://www.silkroad.com/hr-solutions/talent-acquisition/silkroad-onboarding/
• http://www.successfactors.com/en_us/solutions/talent/onboarding.html
Effective Learning Systems: support and learning enablement
• http://bit.ly/MKLI-StopSalesTraining
• http://bit.ly/SalesLearningSystems
• http://bit.ly/RedesigningSalesTraining
• https://www.linkedin.com/pulse/align-sales-performance-ecosystem-your-customer-lifecycle-mike-kunkle
• https://www.linkedin.com/pulse/20140914192639-834966-how-to-build-a-blended-sales-training-curriculum
• http://qstream.com/
• https://www.brainshark.com/help-and-training/certification-programs/brainshark-for-coaching
• https://www.execvision.io/
• http://www.etu.ie/
• https://www.trainingcloud.com/how-it-works
Appendix

53. General sales onboarding
• http://appnetic.com/6-must-read-articles-sales-rep-onboarding-pitfalls-solutions/
• http://blog.bridgegroupinc.com/inside-sales-onboarding
• http://www.tableau.com/learn/webinars/new-hire-sales-onboarding-and-enablement-best-practices
• http://www.peaksalesrecruiting.com/six-onboarding-tools-to-train-new-sales-hires/
• http://salesmanagement.org/webcasts/single-article/research-update-on-sales-onboarding-practices
• http://salesmanagement.org/search-results/webcast?search=onboarding
• http://www.salesbenchmarkindex.com/4-step-fast-ramp-guide-sbi
• http://www.slideshare.net/GPStrategies/challengesandopportunitiesinsalesnewhireonboardingtraining.
Appendix

54. To learn more about our
sales enablement solutions
visit Brainshark at
www.brainshark.com
Train | Coach | Engage
Thank you!