This is the presentation I delivered at Docebo Inspire in September 2017. It explains the application of systems thinking to radically transform sales results.

1. Mike Kunkle
VP, Sales Transformation Services
Transform Your Sales Results
with a Systems Approach

2. A Systems Approach to Sales Transformation
DXform.io
mike.kunkle@fastlaneus.com
(214) 494-9950
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Mike Kunkle is a respected sales transformation architect and widely-
recognized sales training and sales enablement expert.
He’s spent 22 years as a corporate leader or consultant, helping companies drive
dramatic revenue growth through best-in-class learning strategies and his proven-
effective sales transformation methodologies. Today, Mike is the VP of Sales
Transformation Services for Digital Transformation Inc. (a division of Fast Lane
Consulting & Education Services) and founder of Transforming Sales Results, LLC. He
consults, advises, writes, speaks, leads webinars, designs sales learning systems that
get results, and guides clients through all aspects of their sales transformation.
Mike Kunkle
VP, Sales Transformation

3. Our Plan for Today
• Sales Enablement Challenges
• The Four Sales Systems
• Challenges Solved: Past Results
• System Component Details
• Next Steps & Q&A
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KEEP CALM.
WE HAVE
A PLAN.

4. Sales Enablement Challenges

5. Common Sales Enablement Challenges | Desired Outcomes
• Decrease new-hire ramp-up
• Deliver consistent value messaging (relevant/contextual)
• Adopt sales process / methodology
• Improve sales performance:
- Improve sales force productivity ($rev/rep)
- Increase quota attainment
- Grow pipeline size 3-4X (# of opps)
- Increase deal size
- Improve margins
- Speed-up pipeline velocity
- Increase win-rate
• Decrease sales talent churn
• Increase / improve sales coaching.
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6. Common Sales Enablement Challenges | Outcomes | Initiatives
Challenges | Outcomes Initiatives
Decrease New-Hire Ramp-up
Deliver Consistent Value Messaging
Adopt Sales Process / Methodology
Improve Sales Force Productivity ($rev/rep)
Increase Quota Attainment
Grow Pipeline Size 3-4X (# of opps)
Increase Deal Size
Improve Margin
Speed-up Pipeline Velocity
Increase Win-Rate
Decrease Sales Talent Churn
Increase / Improve Sales Coaching
Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management
Product Marketing | Analytics | Training | Coaching | Tools | Sales Management
Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
Analytics | Demand Gen | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
Selection | Sales Onboarding | Coaching | Sales Management
Analytics | Training | Coaching | Sales Leadership
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
ImproveSales
Performance
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7. Common Sales Enablement Initiatives | Themes
Sales
Selection
Sales
Process Sales
Coaching
Sales
Methodology Sales
Tools
Sales
Analytics
Sales
Messaging
Sales
Leadership
Sales
Management
Sales
Onboarding
Sales
Solutioning
Sales
Training
Sales
Enablement
Recurring
Solutions
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8. The Four Sales Systems

9. CSO Insights 2016 Sales Enablement Optimization Study
People Technology
Skills &
Knowledge
Process
© MHI Global, All Rights Reserved
Key trends from benchmarking
best-in-class SE Programs
• Take a holistic view of Sales
Enablement
• Focus on people, technology,
process, and skills/knowledge
• Prioritize and phase
implementations
Download the report
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10. What is a Systems Approach?
Human Systems
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11. Automotive Systems
What is a Systems Approach?
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12. How is this different in organizations?
What is a Systems Approach?
• Hiring
System 1
System 2
• Learning & Development
System 3
• Compensation
System 5
• Coaching & Management
System 4
• Processes
It’s Not!
And more…
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13. The Sales Performance Ecosystem
• Big, overwhelming
and unwieldly for
most people to
address at once
(And, this chart doesn’t
include all of the sales
management ecosystem
components)
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14. The Four Sales Systems
http://bit.ly/4SalesSystems-Overview
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15. Why These Four Systems?
• They address these things…
Common Sales Enablement Initiatives | Themes
• And these…
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16. Past Results

17. Past Results (Just a Sampling)
• 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)
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18. System Components

19. Sales Selection System
• Determine Sales Competencies
• Determine Traits
• Create Job Documentation
• Select Psychometrics Assessments
• Implement Behavioral Interviewing
• Test Situational/Hypothetical
Judgment
• Orchestrate Skill Validation
• Perform Background & Reference
Checks
http://bit.ly/4SalesSystems-Selection
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20. Sales Readiness & Enablement
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21. Sales Support System
• Ensure reps deeply understand your buyers
• Document buying process with buying process exit criteria
• Create buyer engagement content that aligns with exit criteria
• Ensure reps have the needed market and business acumen to
create and communicate value
• Align sales process to buying process and use a buyer-
oriented, consultative, solution-focused, outcome-driven sales
methodology
• Use sales enablement tools to improve sales efficiency and
effectiveness
• Use analytics to track training, content, sales behavior, and
outcomes.
• 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
http://bit.ly/4SalesSystems-SalesSupport
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22. Sales Learning System
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
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23. Stage 1:
Knowledge
Acquisition
Acquire the knowledge
behind the skill with
examples and
assessments/tests to
validate learning.
eLearning, Classroom
Instruction (FTF or
Virtual), Assessments
Stage 2:
Knowledge
Sustainment
Sustain the knowledge;
reverse the “forgetting
curve.”
Q&A, Check-Ins,
Assessments, Learning
Reinforcement
Systems
Stage 3:
Skill
Development
Develop and practice
skills. Convert
knowledge into
behavior.
Flipped Classrooms,
Role Playing, Live
Simulations, Virtual
Coaching Tools
Stage 4:
Skill
Transfer
Apply the newly-
acquired and practiced
skills in the workplace.
Mentoring and
Preparation to Use
Skills, Forms/Job
Aids/Performance
Support
Stage 5:
Skill
Mastery
Guide and coach reps
to skill mastery and
performance outcomes,
over time.
Sales Analytics, Field
Training and Coaching,
Coaching Forms and
Tools
Learn something
new.
Don’t forget. Just
because they learned
something new,
doesn’t mean they’ll
retain it.
Just because they
know and remember,
doesn’t mean they
can do it.
Just because they
can do it, doesn’t
mean they will.
(Skill/Will Matrix)
Just because they
tried it, doesn’t mean
they did it well or will
continue to do it.
STAGES
WHAT
HOW
WHY
The 5 Stages of Sales Skill Mastery & Behavior Change
Sales Learning System
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24. Sales Learning System: Going Beyond the 5 Stages
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
• Stage 1
• Stage 1
• Stages 1-5
• Stages 2-4
• Stages 5
• Measure for success
• Manage performance
• Lead & manage change
Cementing
into Culture
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25. Sales Management System
• Master Sales Hiring
• Remove barriers to FLSM engagement
• Implement a proven-effective Management
Operating Rhythm
- Master your Sales Process and Sales
Methodology
- Conduct Team and Rep Meetings
• Master Sales Analytics and the ROAM Method
• Develop Field Training and Sales Coaching
Skills
• Master your CRM and Sales Enablement Tools
• Master Sales Performance Management
http://bit.ly/4SalesSystems-SalesManagement
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26. Sales Management System
ROAM
• Results vs. Objectives (outcome gap)
• Activities performed (what and how much)
• Methodology used (quality)
Field Training
• Tell: Recap with Knowledge Check
• Show: Demonstration with Skills Validation
• Do: Action Plan with Execution
• Review: Check ROAM and Train/Coach Loop
Field Coaching
• Diagnose: Analytics & Engaged Discussion
• Plan: Joint Solution Design and Planning
• Do: Execution of Action Plan
• Review: Check ROAM and Train/Coach Loop
http://bit.ly/4SalesSystems-SalesManagement
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27. Appendix
Transform Your Sales Results with a Systems Approach

28. Further Reading on The Four Systems
• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview
• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection
• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport
• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning
• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement
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29. Complimentary White Paper
Realizing the Growth Potential of the Internet of Things:
The Convergence of Market Opportunity, Design Thinking,
Technical Enablement and Sales Enablement
• http://bit.ly/DTI-IoTPotential