Presented at SCIP Conference 2016 in Orlando, FL - 18 May 2016. http://www.scip2016international.com

1. Collaborative Intelligence in a Networked World
The 31st
Annual SCIP International Conference & Exhibition
May 16-19, 2016 | Orlando, Florida
#SCIP | www.SCIP2016International.com
Sales Pavilion
Leo Boulton
Dir. Competitive Intelligence, Cisco
lboulton@cisco.com
@LeoBoulton
http://about.me/LeoBoulton
18 May 2016

2. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Outline
▸ The B2B Sales Organization
▸ Role of CI in Sales Enablement
▸ Direct and Indirect Tactical CI Activities
▸ Tips and Recommendations

3. #SCIP | www.SCIP2016International.com
Intro

4. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com

5. #SCIP | www.SCIP2016International.com
The B2B
Sales
Organization

6. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Where does Sales fit?
▸ Reports to the CEO
▸ Self sufficient > Get it done!
▸ Very loud voice; heavy voting rights
Think of where is the CI Department?

7. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Qualify
Offer
(BDM)
Closure Deploy Support
Lead
Discovery
Tech
Engage
ment
(TDM)
How does sales operate?
Pre-sales Post-sales

8. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
What is a sales person like?

9. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Their Qualities and Careabouts
Qualities
▸ ______________
▸ ______________
▸ ______________
▸ ______________
▸ ______________
▸ ______________
Care abouts
▸ ______________
▸ ______________
▸ ______________
▸ ______________
▸ ______________
▸ ______________

10. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Qualities
▸ People person
▸ Extroverts
▸ Explainers
▸ Good friends
▸ Honest
▸ Get it done!
▸ Trusted Advisors
Care abouts
▸ Meeting their quota
▸ Happy Customer
▸ Keeping their job
▸ Don’t waste time
▸ Their reputation
Their Qualities and Careabouts

11. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Engagement Framework
– Technical Solution Design
– Demonstrate benefits
– Proof of Concepts
CI Application: HIGH
– Tactical competitive differentiation
– Technical Feature Comparisons
– Sales strategy consulting
Typical B2B Sales Cycle
Qualify
Offer
(BDM)
Closure Deploy Support
Lead
Discovery
Tech
Engage
ment
(TDM)

12. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Engagement Framework
– TDM Sponsorship to BDM
– Negotiate terms
CI Application: HIGH
– Pricing guidance
– Effective sale closure tactics
Typical B2B Sales Cycle
Qualify
Offer
(BDM)
Closure Deploy Support
Lead
Discovery
Tech
Engage
ment
(TDM)

13. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Typical B2B Sales Cycle
What if we
fail?
Qualify
Offer
(BDM)
Closure Deploy Support
Lead
Discovery
Tech
Engage
ment
(TDM)

14. #SCIP | www.SCIP2016International.com
Role of CI
in Sales

15. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
KIT: Information Flow and Analysis
News
Industry Analysts
Government Sources
Websites
Internal Employees
Industry Experts
Testing
Win/Loss Debriefs
Conferences
Battlecards
Intelligence
Report
Newsletters
Training
Intelligence
Assessments
Competitive
Analysis

16. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
The Value CI Feedback Loop
CISales
Help
Sell More
Analysis
Source

17. #SCIP | www.SCIP2016International.com
Direct Tactical
Activities

18. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Direct CI Tactical Activities
“Things that directly help
Sales to sell more”

19. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. Battlecards
• PDF Format
• 1 to 4 pages long
• Updated quarterly or biyearly
• Available on the road
Outline:
• Vendor Positioning and GTM
• Product Portfolio
• How to Compete
• Addressing FUD
• Seed Questions
• References and more

20. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. Competitive Deep Dives
• Power Point Format
• 20 to 100 slides long
• Updated quarterly or biyearly
Outline:
• Vendor Background
• GTM Model
• Product Portfolio
• How to Compete
• Own Additional Value
• References and more

21. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. Educational Webinar Series
• Monthly & mini series
• Q&A
• Polling
• Reach: 500+ people
• Recorded
Outline:
• Varies

22. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. Competitive Offsite Training

23. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Project Managing
Direct Activities
▸ Gain internal sponsorship
▸ Make it fun and interesting
▸ Reuse content across formats
▸ Make it findable
▸ Make it portable
▸ Keep it fresh

24. #SCIP | www.SCIP2016International.com
Indirect Dual
Value Activities

25. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Dual Value Tactical Activities
“Things that help Sales to sell
more, and CI, and others”

26. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. Win Loss Sales Program

27. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com

28. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. W/L Dashboard

29. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. Product Comparison Tools

30. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Ex. War Gaming

31. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Project Managing
Dual Value Activities
▸ Keep a rigid update schedule
▸ Have a program owner
▸ Gain executive sponsorship
▸ Sell the value to sellers
▸ Incentivize participation
▸ 2X value

32. #SCIP | www.SCIP2016International.com
Keep Sellers
Happy

33. The 31st
Annual
SCIP
International
Conference &
Exhibition
May 16-19,2016
Orlando,Florida
#SCIP
www.SCIP2016International.com
Final Thoughts
▸ Protect their reputation at all cost
▸ Don’t bug them too much
▸ Losses hurt more than just pride
▸ Avoid being too transparent
▸ You can’t teach them how to sell
▸ Focus on standards, consistency,
and output quality

34. Collaborative Intelligence in a Networked World
The 31st
Annual SCIP International Conference & Exhibition
May 16-19, 2016 | Orlando, Florida
#SCIP | www.SCIP2016International.com
Sales Pavilion
Leo Boulton
Dir. Competitive Intelligence, Cisco
lboulton@cisco.com
@LeoBoulton
http://about.me/LeoBoulton
18 May 2016

35. #SCIP | www.SCIP2016International.c