In this session kicking off the Sales Impact Summit, SiriusDecisions analyst Rachel Young will share models and best practices the firm has developed to help marketing and sales create sales messaging and content that engages buyers wherever they are in their purchase decision process. In addition, Young will share insights into how leading B2B organizations are enabling sales with the knowledge they need about markets, buyers and the competition, as well as the structure of an effective sales presentation.

1. #B2BMX
Taking a Buyer-Centric Sales
Enablement Approach
Rachel Young @rpyoung_ @siriusdecisions

2. 2 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Buyer Data and Insights

10. 10 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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 © 2018 SiriusDecisions. 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