The document outlines the development of a global social selling program at SAP, highlighting its importance in the modern sales landscape. It details the success metrics from pilot programs, including significant increases in pipeline and revenue through social selling initiatives. The author emphasizes the need for top-level support, cross-organizational collaboration, and a scalable training model to effectively implement social selling strategies.

2. ​ Malin Lidén
​ VP Digital Experience
​ SAP SE
​ @MalinJessica
​
How To Build A Global
Social Selling Programme

3. Social Selling: Why Care?
@MalinJessica

4. The Customer Journey Is A Pinball Game
@MalinJessica

5. Fish Where The Fish Are
(And Never Leave The Pond)
@MalinJessica

6. Everyone Is in Sales
(Yes, Now They Are)
@MalinJessica

7. People Listen to People
(X Times More Than Brands)
@MalinJessica

8. The Water Cooler Does Not Scale
@MalinJessica

9. Yeh, Social Selling Sounds Interesting…
…But Can You Show Me The Money??
@MalinJessica

10. SAP Social Selling Pilot
• 1M pipeline in training week
• 7X more pipeline than comparable team after 9 months
• Pilot MU R4Q pipeline grew +44% the year after training
@MalinJessica

11. Quota Carriers at SAP with SSI Scores
>70 Win More Often and Bigger:
• EMEA: 30% more revenue
• SEA: 2X deals and 73% more pipeline
• APJ: Deal size 64% larger
@MalinJessica

12. SAP and LinkedIn: Our Social Selling Journey
Oct 2012
Initial pilot with
Inside Sales (50
licenses of Sales
Navigator)
Jan 2013
Expand pilot to
500 users in
Inside Sales
and marketing
July 2013
First cloud
deal in
Nordics MU
Jan 2014
First InStruct.
Expanded
pilot to 2K
licenses
Oct 2014
purchase of
15K licenses,
expand
training to
match
Oct 2015
have deployed 6.5K licenses,
training completed for 6K
users, expected to reach
7.5K licenses by EOY
@MalinJessica

13. 1. It Starts at The Top
2. You Can´t Do It Alone
3. Create Facts and Shout Loud
4. It´s Not Done with A License
5. Think Big or Go Under
6. One Size Fits All?
7. What You Can´t Count Doesn´t Count
8. Next Gen Sales Requires Next Gen Management Model
9. Don´t Take No for An Answer
Ok, Everyone Agrees It Is A Good Idea!
How To Get From Concept To Reality?
@MalinJessica

14. Cross Organizational
Sponsorship At The Right Level
Executive Program
Producing Role Models
It Starts At The Top1
@MalinJessica

15. You Can´t Do It Alone2
@MalinJessica

16. Pilot with Teams That Are Going
to Get You Fast Results
(Social Savvy, Short Sales Cycles)
Share Results
PS: It Is Not Done With A Newsletter
(Or A Bullhorn…)
Create Facts and Shout Loud3
@MalinJessica

17. The Difference Between The Right
Tool And The Right Tool +
Enablement: 7x More Pipeline
It Is Not Done with A License4
@MalinJessica

18. Curriculum:
 Role Based
 Modular
 Hands On
One Size Fits All?5
@MalinJessica

19. Size Matters: Think Big or Go Under
Challenge
Need A Scalable Model
Building On Skills That Are Rare
The Answer
Train The Trainer Program
Combined With A Coaching Platform
6
@MalinJessica

20. What You Can´t Count Doesn´t Count:
Make Sure You Can Measure
A Reliable Source Code
(Along with Agent Qualities To Find
and Come After Those Who Don´t Use Them!)
7
@MalinJessica

21. A Different Management Model8
@MalinJessica

22. Don’t Take No for An Answer!9
@MalinJessica

23. Fast Start Requires Multi Pronged Strategy
AWARENESS
COLLABORATION PROOF POINTS
EDUCATION

24. Social Selling Is More than
A Sales Enablement Program
It Is A Survival Strategy
in the Digital Economy
Moving from Selling to Buying Is A
Choice Already Made by the Market

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Reserved.