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Taking A Buyer-Centric Sales Enablement Approach
The document outlines a buyer-centric approach to sales enablement, emphasizing the importance of understanding buyer needs and behaviors to improve sales effectiveness. It identifies common challenges faced by sales teams, such as content that remains unused and a lack of insights about buyers, and proposes strategies to align marketing content with the sales process. Key recommendations include defining buyer personas, developing targeted content, and adopting a structured enablement framework to facilitate knowledge transfer and engagement with buyers.
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Taking A Buyer-Centric Sales Enablement Approach
- 1. #B2BMX Taking a Buyer-CentricSales Enablement Approach Rachel Young @rpyoung_ @siriusdecisions
- 2. 2 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Tale As Old As Time Can an old dog learn new tricks? “ “ This marketing stuff is useless! “ “
- 3. SiriusPerspective: @siriusdecisions 3 ©2018 SiriusDecisions. All Rights Reserved Top Business Challenges for Sales Many of these challenges can be addressed through portfolio marketing’s enablement of sales through knowledge transfer. Inability to connect offerings to buyer needs and challenges Inability to differentiate offerings from competition or status quo General knowledge gap (e.g. customer, industry, solutions, product knowledge deficiencies) Source: SiriusDecisions 2017 Benchmark 72% 69% 67%
- 4. 4 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions The Disconnect Is Real 65% of sales content created by marketing is never used by sales… 30 Days per year spent by sales on content in more than one-third of organizations Why does content go unused in your organization today? Topic is irrelevant Users are not aware of it Difficult to find Low Quality Difficult to adapt Too expensive to translate 29% 25% 17% 13% 12% 4%
- 5. 5 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions The Common Ground Focus on buyer wants and needs Marketing creates content and tools that empower… ...sales to engage successfully with buyers and win business
- 6. 6 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Know Your Buyers Be the buyer expert. Give sales insights about buying behaviors. WHERE THIS GOES WRONG • Targeting everyone is targeting no one • Lack of persona data and insights • Not understanding how the target audience buys
- 7. 7 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions The SiriusDecisions Buyer Audience Framework Master Brand Sub-brand Offering Industry Industry Region Industry Region Region Sub-Vertical Organization Type Buying Center Persona Personas Organization Type Buying Center Persona Sub-Vertical Organization Type Buying Center Persona Persona Organization Type Buying Center Persona Persona Sub-brand Sub-brand Not in Scope Target
- 8. SiriusPerspective: @siriusdecisions 8 ©2018 SiriusDecisions. All Rights Reserved Decision is made that there is a reason for change Decision is made on the approach on how to change Decision is made on the vendor of choice Why? Why? How? How ? Who? Who? Buyer Roles and the Buyer’s Journey Mapping the buyer’s journey allows marketers to understand each buyer role involvement in each stage and ensures best-in-class tactic selection. Period of Status Quo The buying entity is not a current client of any provider Period of Competitor Experience The buying entity is a current client of a competitor Period of Customer Experience The buying entity is a current client CH CH I CH CH I U CH DM R CH I U DM Education SelectionSolution Loosen Status Quo Commit to Change Explore Possible Solutions Commit to a Solution Justify the Decision Make the Selection
- 9. 9 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Buyer Data and Insights
- 10. 10 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions The SiriusDecisions Buyer’s Journey Map Framework Education Solution SelectionBuying Phase Buying Decision Stage Loosen Status Quo Commit to Change Explore Possible Solutions Commit to a Solution Justify the Decision Make the Selection PersonaA Interaction Non- Human Human Content Asset Type 1. Analyst Report 2. Article/Publication 3. Case Study 4. Sales Presentation 5. Brochure 6. Promotional Video 7. Sales Presentation 8. White Paper 9. Case Study 10. No Asset 11. Sales Presentation 12. Case Study 13. No Asset 14. Analyst Report 15. Analyst Report 16. Sales Presentation 17. No Asset Delivery Channel 1. Landing Page 2. Web Site 3. Email 4. Sales Call 5. Event 6. YouTube 7. Sales Call 8. Sales Call 9. Sales Call 10. Reference Call 11. Sales Call 12. Reference Call 13. No Asset 14. Sales Call 15. Sales Call 16. Sales Call 17. No Asset Engagement Presence Authority 6 Customer Reference (Vendor) Customer Service Rep Product Manager Sales Rep Sales Rep Explore YouTube 1 Peer Networking Event Explore Web Site Live Vendor Webinar Sales Rep Search Internet 13 14 17 Industry Analyst Customer Reference (Buyer) Value Actualization Tool Sales Rep Executive Sales Rep 15 168 9 10 11 1272 3 5 Simulated Facilitated Orchestrated Influenced Fully Significantly Moderately Slightly Not at all Decision Maker High Influence Average Influence Low Influence No Influence 4
- 11. 11 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Know Your Sellers One-size does not fit all. Give each sales rep type what they need. WHERE THIS GOES WRONG • Treating the salesforce as one homogeneous group • Not understanding the sales process • Not focusing on the right sales segments
- 12. 12 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Define the Sales Personas Field Sales Hybrid, High Touch, One-to-Many Inside Sales Modular, Hybrid, One-to-Many Channel Standardized, High Content, Broadcast Strategic Accounts Customized, High Touch, One-to-One First-Line Sales Managers Coach, Gatekeeper, Champion Sales Engineers Demo, High Touch, One-to-One
- 13. 13 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Move the Middle Performers 20% 200% 100% 140% 160% 180% 120% 40% 60% 80% Bottom Tenth <60% of quota 30% 50% 70% 90% 110% 130% 150% 170% 190% Top Tenth 160+% of quota Middle 80% 60-159% of quota Target Band for Middle Performers Don’t focus here Develop messaging and content for these reps Get ideas from these reps
- 14. 14 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Align the Buying and Sales Processes Help sales engage with buyers wherever they are in the buying decision process. WHERE THIS GOES WRONG • Assuming how we sell is how buyers buy • Misalignment of process stages • Not thinking through sales objectives and actions at each stage
- 15. 15 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Buyer’s Journey and Sales Cycle Run Parallel Buying Process: Decision Stages Selection Solution Education Engagement Propose Qualify Close Retain Sales Process: Workflow Stages Buyer Persona Knowledge Requirements Business Value Solution Fit Examples Issue Mapping Demonstration Stories Business Issues Persona Topics Customer Needs Triggers Competitive Comparison Testimonials SME Insights Value Actualization Differentiation References Onboarding Community Value Review Seller Persona Grow
- 16. SiriusPerspective: @siriusdecisions 16 ©2018 SiriusDecisions. All Rights Reserved Align Sales Process Stages to the Buying Cycle Start with the buying cycle – not the sales cycle – and align content purpose and sales process stages to the buying decision process. Decision: There is a reason for change Why? Education Decision: Pursue solution with vendor of choice Decision: Which approach to use and which vendor to choose How? Solution Who? Selection Buying Decision Process Gate Loosening the Status Quo Committing to Change Justifying the Decision Making the Selection Exploring Possible Solutions Committing to a Solution Buyer Knowledge Requirements Information inquiry Final presentation, contractRFP issued, proposal accepted Desired Outcome Needs Analysis/ Development Qualify Propose Solution DecisionIdentify Solution Demonstrate ValueSales Process Stages Sales Messaging Content & Tools Training Certification
- 17. SiriusPerspective: @siriusdecisions 17 ©2018 SiriusDecisions. All Rights Reserved Sales Assets: Defined Reps need two distinct content types: external-facing content to activate with buyers and internal-facing content to empower success. Shining Stars Hidden Gems Fool’s Gold Activation Content • 3rd Party Industry Articles • Analyst Reports • Proposals and Contracts • Vendor Articles • Demos • 3rd Party Blog Posts • Sales Brochures • Promo Videos Empowerment Content • Competitive Product Comparisons • Product/Services Guides • Sales Success Stories • Customer industry news and thought leadership • Competitive Knockout Stories • Customer Industry Primers
- 18. 18 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Adopt a Programmatic Approach Partner with the sales enablement function to define a disciplined process. WHERE THIS GOES WRONG • Committing random acts of sales enablement • Ad hoc, ineffectual content • Confusion about who does what
- 19. SiriusPerspective: @siriusdecisions 19 ©2018 SiriusDecisions. All Rights Reserved The SiriusDecisions Sales Knowledge Transfer Framework The SiriusDecisions Sales Knowledge Transfer Framework consists of five phases for portfolio marketers to provide a consistent approach to enabling sales with key knowledge. Audience Define Prioritize Develop Sales Personas Knowledge Markets Buyers Provider Company Offerings Competition Sales Persona Component Mapping Planning Align Scope Resource Sales Enablement Plan Programs Create Activate Deliver Sales Knowledge Transfer Programs Adoption Launch Engage Measure Sales Enablement Dashboard SE CH ChannelMarketing Marketing Operations ProductManagement SalesEnablement Communications SE CHPM SE CH PM PM CC PM PM SE CH SE CH MO PM SE CH MO PM SE CH MO PM SE CH MO SE CH MO SE CH SE CH SE CH MO CH MO PM SE CC
- 20. SiriusPerspective: @siriusdecisions 20 ©2018 SiriusDecisions. All Rights Reserved Decision: Which approach to use and which vendor to choose How? Solution Identify Solution Demonstrate Value Buyers Provider Company Offerings Markets Competition Buying Decision Process Gate Decision: There is a reason for change Why? Education Needs Analysis/Development Qualify Sales Process Stages Phase Two: Knowledge Insights about markets, buyers, the organization and its offerings, and competition are critical to helping sales take an audience-centric approach to selling. Markets Decision: Pursue solution with vendor of choice Who? Selection Propose Solution Decision Knowledge Company Competition Offerings Buyers
- 21. 21 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Build a Sales Presentation Deck That Wins Knife is to chef as pitch deck is to sales rep. Create a buyer- centric sales presentation. WHERE THIS GOES WRONG • Weighing reps down with the 20 pound mega deck • Pitching products pre- maturely in the early buying stages • Presentation content that doesn’t address buyer needs
- 22. SiriusPerspective: @siriusdecisions 22 ©2018 SiriusDecisions. All Rights Reserved The SiriusDecisions Buyer-Centric Sales Presentation Framework Portfolio marketers must move outside their comfort zone to own sales presentation content, increasing sales productivity and efficiency. Decision: There is a reason for change Why? Education Decision: Pursue solution with vendor of choice Decision: Which approach to use and which vendor to choose How? Solution Who? Selection Buying Decision Process Gate Needs Analysis/ Development Qualify Propose Solution DecisionIdentify Solution Demonstrate Value Sales Process Stages Initiate Decision Support DecisionInfluence Decision Content Purpose Content Components
- 23. SiriusPerspective: @siriusdecisions 23 ©2018 SiriusDecisions. All Rights Reserved The SiriusDecisions Buyer-Centric Sales Presentation Framework Portfolio marketers must move outside their comfort zone to own sales presentation content, increasing sales productivity and efficiency. Positioning (Vendor) Needs Diagnostics Business Insights Use Cases, Proof Points Key Industry Trends and Facts Pain Points Value Proposition Challenges, Opportunities Implementation Customer Onboarding Risk Mitigation Engagement Plan Business Case, Financial Value Use Cases, Proof Points Investment Validation (Against Other Initiatives) References Alignment to Challenges Offering Details Positioning (Offering) Value: Business, Personal, Functional Transition (Would that help?) Use Cases, Proof Points Claim (What if you could...?) Differentiators (Vendors, In-House, Do Nothing) Content Components Decision: There is a reason for change Why? Education Decision: Pursue solution with vendor of choice Decision: Which approach to use and which vendor to choose How? Solution Who? Selection Buying Decision Process Gate Needs Analysis/ Development Qualify Propose Solution DecisionIdentify Solution Demonstrate Value Sales Process Stages Initiate Decision Support DecisionInfluence Decision Content Purpose
- 24. 24 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Sales Presentation Assessment: R&D-Driven Culture Positioning (Vendor) Needs Diagnostics Business Insights Use Cases, Proof Points Key Industry Trends and Facts Pain Points Value Proposition Challenges, Opportunities Needs Analysis/ Development Qualify Initiate Decision Decision: There is a reason for change Why? Education Implementation Customer Onboarding Risk Mitigation Engagement Plan Business Case, Financial Value Use Cases, Proof Points Investment Validation (Against Other Initiatives) References Propose Solution Decision Support Decision Decision: Pursue solution with vendor of choice Alignment to Challenges Offering Details Positioning (Offering) Value: Business, Personal, Functional Transition (Would that help?) Use Cases, Proof Points Claim (What if you could...?) Differentiators (Vendors, In-House, Do Nothing) Identify Solution Demonstrate Value Influence Decision Decision: Which approach to use and which vendor to choose How? Solution Who? Selection Sales Process Stages Content Purpose Content Components Buying Decision Process Gate
- 25. 25 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Sales Presentation Assessment: Sales-Driven Culture Positioning (Vendor) Needs Diagnostics Business Insights Use Cases, Proof Points Key Industry Trends and Facts Pain Points Value Proposition Challenges, Opportunities Needs Analysis/ Development Qualify Initiate Decision Decision: There is a reason for change Why? Education Implementation Customer Onboarding Risk Mitigation Engagement Plan Business Case, Financial Value Use Cases, Proof Points Investment Validation (Against Other Initiatives) References Propose Solution Decision Support Decision Decision: Pursue solution with vendor of choice Alignment to Challenges Offering Details Positioning (Offering) Value: Business, Personal, Functional Transition (Would that help?) Use Cases, Proof Points Claim (What if you could...?) Differentiators (Vendors, In-House, Do Nothing) Identify Solution Demonstrate Value Influence Decision Decision: Which approach to use and which vendor to choose Sales Process Stages How? Solution Who? Selection Content Purpose Content Components Buying Decision Process Gate
- 26. 26 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Client Proof Points by Scenario Lead Quality Nurture Streams Sales Cycle • $1B+ Global Workforce Management Software • 28% higher campaign response rate • Higher-quality leads per sales means quicker uptake • European Information Service Provider • 100% higher content downloads from Web site • 10-25% increase in marketing-influenced revenue • $1B+ Software Business Unit • Shortened sales cycle by 2-3 months • Sales teams’ increased satisfaction with content
- 27. 27 © 2018SiriusDecisions. All Rights Reserved@siriusdecisions Five Steps to Buyer-Centric Sales Enablement Know your buyers Adopt a programmatic approach Know your sellers Build a sales presentation deck that wins Align the buying and sales processes
- 30. © 2018 SiriusDecisions.All Rights Reserved