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Nothing Happens Until
Someone Sells Something:
Enabling Your Sales Channel to Effectively
Sell Your Products
Tom Evans
Com...
DFW Product Group
• DFW Product Group is the premier product management and
marketing association in the Dallas/Fort Worth...
Special offer from CompellingPM at
the end of the webinar.
Copyright 2013 - 2015. The Lûcrum Group, Inc. 3
Nothing Happens Until
Someone Sells Something:
Enabling Your Sales Channel to Effectively
Sell Your Products
Tom Evans
Com...
Presentation Agenda
• Typical challenges with sales teams
• Why this happens
• What you (PM) can do to improve the
situati...
PM2 Levers of Control™
Copyright 2013 - 2015. The Lûcrum Group, Inc. 6
Executional Levers
Product
•Define Whole Product
•E...
Poll Question 1
Who in your organization is responsible for
making sure the sales team/channel effectively
sells your prod...
The Scenario
Product (Smart Credit) targeted for credit
issuers to better manage credit lines and
interest rates based upo...
The Lead
• Sales meets an IT Manager of credit card
issuer at a trade show.
• IT Mngr – “I need a solution to detect
payme...
The Prep
• Sales to Marketing – Create new collateral
that shows “our payment fraud solution.”
• Sales to Sales Engineer –...
The Sales Presentation
• PowerPoint Presentation
– Let me tell you how great our company is.
– Now, let me describe our Ev...
The Proposal
• Sales to Marketing – Create a new proposal
template for payment fraud.
• Sales to Sales Engineer – Create a...
The Close
• IT Mngr – “The VP of Fraud decided to go with
Competitor X, which is used by companies a,
b, c for the exact s...
The Why?
• Opportunistic v. Targeted Opportunity
– I.e., high unlikely to win to begin with.
• Never engaged executive tha...
The Impact
• Wasted resources on long shot opportunity.
• New features in the product that nobody
needs.
• A frustrated an...
The Real Why This Happens
1. That’s just the way sales people are.
2. They were never properly enabled with the
right know...
The Real Why This Happens
1. That’s just the way sales people are.
2. They were never properly enabled with the
right know...
The Solution
Sales Enablement
Who owns it?
Who owns the message?
Product Marketing
Copyright 2013. The Lûcrum Group, Inc.
Sales Enablement Defined
Sales enablement is a strategic, ongoing process
that equips all client-facing employees with the...
Poll Question 2
How well can your sales team carry on valuable
discussions with executive buyers in your target
market?
a)...
Evidence of Sales Enablement Problem
• In 43% of losses the reason was “Lost funding or
lost to no decision (Forrester)
• ...
Goals of Sales Enablement
• Improve sales team productivity.
• Enables sales to have valuable conversations
with the right...
Starting Point of Sales Enablement
• Deep Understanding of Customers
• Who they are
– Buyer Personas
• Why they buy
– Prob...
Sales Enablement (Base Components)
• Product Backgrounder
• Needs Discovery Guide™
• Executive Level Presentation
• Messag...
Product Backgrounder
• Target Markets / Segments
• Market Needs / Challenges
• Buyer Profiles - Personas / Needs / Challen...
Copyright 2013. The Lûcrum Group, Inc.
Needs Discovery Guide
• Aka - Pain Sheets / Solution Development
Prompters
• One per buyer role per market segment
– Chall...
Copyright 2013. The Lûcrum Group, Inc.
Executive Level Presentation
• Market / Buyer needs
• High level discussion of how your solution
addresses needs.
– Rememb...
Message Driven Demo
• Communicates key messages.
• Show how buyers needs are solved.
• Build it as story.
Copyright 2013. ...
Competitive Weapons
• Competitive Comparison Matrix
– Value/benefits oriented
• Competitive claims and your response
• Que...
Poll Question 3
Which of these tools can you best use to have
the biggest and quickest impact on sales team
effectiveness?...
Getting Sales Buy-in
• Have an executive sponsor (Sales VP/CEO).
• Train them and train them some more.
• Test them on the...
Closing Thoughts
• Train the sales team & then test them (certify)
• Review on a regular basis.
• Make sure marketing and ...
Go-to-Market Webinar Series
http://compellingpm.com/go-to-market-webinar-series-with-dfw-product-group/
Webinar Title Date...
My Next Webinar
Driving the Marketing and Sales Funnel to Close Deals:
What Product Marketers Must Know and Do
Dec xx, 201...
Upcoming Austin PM2 Training
• Optimal Product Management & Product
Marketing
– Dec 7- 9
• AIPMM Certifications – Certifie...
Free 1 Hour PM/PMM Consult
• First ten to submit information on form
• http://compellingpm.com/freeonehour/
• Please inclu...
Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
Copyright 2013. The Lûcrum Gr...
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Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Effectively Sell Your Products

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Too often, those of us in the product marketing role are not doing enough to help our sales team or sales channel be successful. Our typical approach to helping is to provide a new salesperson with some marketing collateral and a product presentation and then wish them luck as they look for prospects and try to close deals with anyone that listens. This approach is sufficient for the star salespeople as they intuitively know how to talk with the right potential buyers about their problems and then show these buyers how to solve these problems with their products or services. But unfortunately, this only represents about 20% of salespeople. The other 80% of sales people need more training and coaching to be successful and we as product marketers need to help them be successful. This is the process of “Sales Enablement”.
What happens when we don’t engage in the sales enablement process? Sales people pursue opportunities that don’t fit well with your solution, speak with the prospects that aren’t really decision makers, sell solutions that you don’t really have and the list can go on. But the overall resulting impact is wasted time and effort in pursuing the wrong opportunities, confusion in the market place and poor sales results.
In this webinar, you’ll learn how to create a Sales Enablement program that will make your sales channel significantly more productive and close better deals faster for your products.
In this webinar, you’ll learn:
Why the typical approach to enabling sales doesn’t work.
The key goals of a successful Sales Enablement program.
The core tools you need to develop to effectively enable your sales channel.
Best practices to make sure the Sales Enablement program is effectively implemented.

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Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Effectively Sell Your Products

  1. 1. Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Effectively Sell Your Products Tom Evans CompellingPM @compellingpm Copyright 2013. The Lûcrum Group, Inc.
  2. 2. DFW Product Group • DFW Product Group is the premier product management and marketing association in the Dallas/Fort Worth metroplex • 300+ active members • 2013 - 2015 roadmap includes webinar series, networking mixers, and ProductCamp DFW • Website: http://dfwproductgroup.org/ • LinkedIn: https://www.linkedin.com/groups?gid=2796125 • Twitter: @DFWProductGroup • Email: info@dfwproductgroup.org • Actively seeking new members, volunteers, and sponsors Copyright 2013 - 2015. The Lûcrum Group, Inc. 2
  3. 3. Special offer from CompellingPM at the end of the webinar. Copyright 2013 - 2015. The Lûcrum Group, Inc. 3
  4. 4. Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Effectively Sell Your Products Tom Evans CompellingPM @compellingpm Copyright 2013. The Lûcrum Group, Inc.
  5. 5. Presentation Agenda • Typical challenges with sales teams • Why this happens • What you (PM) can do to improve the situation Copyright 2013. The Lûcrum Group, Inc.
  6. 6. PM2 Levers of Control™ Copyright 2013 - 2015. The Lûcrum Group, Inc. 6 Executional Levers Product •Define Whole Product •Effective Requirements Price •Value-Based Pricing Place (Channel) •Sales Tools •Sales Enablement •Channel Programs Promotions •Product Marketing Tools & Content •Product Marketing Programs Go-to-Market Strategy Target Markets Positioning Competitive Strategies Messaging Platform Alignment to Business Drivers Market Analysis VOC Competitive Analysis Ecosystem Analysis
  7. 7. Poll Question 1 Who in your organization is responsible for making sure the sales team/channel effectively sells your products? a) Product Management b) Product Marketing c) Marketing d) Sales management e) Not sure Copyright 2013. The Lûcrum Group, Inc. 7
  8. 8. The Scenario Product (Smart Credit) targeted for credit issuers to better manage credit lines and interest rates based upon the credit risk of their clients/prospects, resulting in more balance build and less delinquencies and write-offs. “The events depicted in this presentation are fictitious. Any similarity to any person or company, living or dead is merely coincidental." Copyright 2013. The Lûcrum Group, Inc.
  9. 9. The Lead • Sales meets an IT Manager of credit card issuer at a trade show. • IT Mngr – “I need a solution to detect payment fraud. Can you do it?” • Sales – “Yes we can!” (liar) • Sets face-to-face visit Copyright 2013. The Lûcrum Group, Inc.
  10. 10. The Prep • Sales to Marketing – Create new collateral that shows “our payment fraud solution.” • Sales to Sales Engineer – Help me with a new presentation about “our payment fraud solution.” And while you’re at it, create a new demo that shows “our payment fraud solution.” Copyright 2013. The Lûcrum Group, Inc.
  11. 11. The Sales Presentation • PowerPoint Presentation – Let me tell you how great our company is. – Now, let me describe our Evolutionary Statistical Algorithm (ESA) and how great it is. • Demo - Now for another “cool” feature. • IT Mngr – “Do you have feature A, B, C?” • Sales – “Yes we do” (liar) • IT Mngr – “Here is RFP, Send a proposal” Copyright 2013. The Lûcrum Group, Inc.
  12. 12. The Proposal • Sales to Marketing – Create a new proposal template for payment fraud. • Sales to Sales Engineer – Create answers for this RFP. • Sales to Engineering – We must have features A, B, C in the product now to win this deal. We have a final demo in three weeks. Copyright 2013. The Lûcrum Group, Inc.
  13. 13. The Close • IT Mngr – “The VP of Fraud decided to go with Competitor X, which is used by companies a, b, c for the exact solution we need.” • Sales - Discount the price! • Sales - Discount it some more! • Sales - Send in the cavalry (executive team) • Sales - Oops – we still lost it – Why? Copyright 2013. The Lûcrum Group, Inc.
  14. 14. The Why? • Opportunistic v. Targeted Opportunity – I.e., high unlikely to win to begin with. • Never engaged executive that owns the problem • Sales message was technical v. speaking to business needs Copyright 2013. The Lûcrum Group, Inc.
  15. 15. The Impact • Wasted resources on long shot opportunity. • New features in the product that nobody needs. • A frustrated and irritated executive team. • Confusion in the market place on what the company does. Copyright 2013. The Lûcrum Group, Inc.
  16. 16. The Real Why This Happens 1. That’s just the way sales people are. 2. They were never properly enabled with the right knowledge and tools. Copyright 2013. The Lûcrum Group, Inc.
  17. 17. The Real Why This Happens 1. That’s just the way sales people are. 2. They were never properly enabled with the right knowledge and tools. Copyright 2013. The Lûcrum Group, Inc. PM
  18. 18. The Solution Sales Enablement Who owns it? Who owns the message? Product Marketing Copyright 2013. The Lûcrum Group, Inc.
  19. 19. Sales Enablement Defined Sales enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer's problem-solving life cycle to optimize the return of investment of the selling system. (Forrester) Copyright 2013. The Lûcrum Group, Inc.
  20. 20. Poll Question 2 How well can your sales team carry on valuable discussions with executive buyers in your target market? a) Rarely meets with executives, mostly users & managers. b) Sometimes meets with executives but not highly effective. c) Often has highly effective meetings with executive buyers. d) Should they be meeting with executives? Copyright 2013. The Lûcrum Group, Inc. 20
  21. 21. Evidence of Sales Enablement Problem • In 43% of losses the reason was “Lost funding or lost to no decision (Forrester) • 39% of executives say that meetings with salespeople are valuable. (Forrester) Failure to Show Value Copyright 2013. The Lûcrum Group, Inc.
  22. 22. Goals of Sales Enablement • Improve sales team productivity. • Enables sales to have valuable conversations with the right buyers. • Ensure consistency and clarity of messages. • Focus on right opportunities. • Provide better buying experience for prospects. • Improve sales success! Copyright 2013. The Lûcrum Group, Inc.
  23. 23. Starting Point of Sales Enablement • Deep Understanding of Customers • Who they are – Buyer Personas • Why they buy – Problems they want to solve • How they buy – What is their buying process Copyright 2013. The Lûcrum Group, Inc. 23 June 11 Webinar http://compellingpm.com/developing-a-deep-understanding-of-your-target-markets- the-starting-point-for-great-product-management-marketing/
  24. 24. Sales Enablement (Base Components) • Product Backgrounder • Needs Discovery Guide™ • Executive Level Presentation • Message Driven Demo™ • Competitive Weapons Copyright 2013. The Lûcrum Group, Inc.
  25. 25. Product Backgrounder • Target Markets / Segments • Market Needs / Challenges • Buyer Profiles - Personas / Needs / Challenges / Goals • Key Messages – Value Proposition – Points of Differentation • Talk Track Copyright 2013. The Lûcrum Group, Inc.
  26. 26. Copyright 2013. The Lûcrum Group, Inc.
  27. 27. Needs Discovery Guide • Aka - Pain Sheets / Solution Development Prompters • One per buyer role per market segment – Challenges / Impact / Capability / Benefits – Match to your sales methodology (if any) • Use buyer’s language/terms Copyright 2013. The Lûcrum Group, Inc.
  28. 28. Copyright 2013. The Lûcrum Group, Inc.
  29. 29. Executive Level Presentation • Market / Buyer needs • High level discussion of how your solution addresses needs. – Remember the key messages • Benefits / Value Proposition • Case Study • 10 to 15 slides Copyright 2013. The Lûcrum Group, Inc.
  30. 30. Message Driven Demo • Communicates key messages. • Show how buyers needs are solved. • Build it as story. Copyright 2013. The Lûcrum Group, Inc.
  31. 31. Competitive Weapons • Competitive Comparison Matrix – Value/benefits oriented • Competitive claims and your response • Questions to raise competitive weaknesses – Fear, Uncertainty, Doubt (FUD) • Don’t misrepresent or make false claims! 31Copyright 2013. The Lûcrum Group, Inc.
  32. 32. Poll Question 3 Which of these tools can you best use to have the biggest and quickest impact on sales team effectiveness? a) Product Backgrounder b) Needs Discovery Guide c) Executive Level Presentation d) Message Driven Demo e) Competitive Weapons Copyright 2013. The Lûcrum Group, Inc. 32
  33. 33. Getting Sales Buy-in • Have an executive sponsor (Sales VP/CEO). • Train them and train them some more. • Test them on their knowledge via certification process. • Make the tools real (not ivory tower) • Show how this will make them me their objectives • Cannot be perceived as imposed by product/marketing Copyright 2013. The Lûcrum Group, Inc.
  34. 34. Closing Thoughts • Train the sales team & then test them (certify) • Review on a regular basis. • Make sure marketing and the executive team participate. • Use for sales channel. • Much of info should already exist - MRD, Market Strategy, etc. Enhances your role as market expert! Copyright 2013. The Lûcrum Group, Inc.
  35. 35. Go-to-Market Webinar Series http://compellingpm.com/go-to-market-webinar-series-with-dfw-product-group/ Webinar Title Date The Strategic Role of Product Management & Product Marketing in Driving Product Revenue & Success Apr 23 Developing a Deep Understanding of Your Target Markets – The Starting Point for Great Product Marketing June 11 Define a Powerful Go-to-Market Strategy That Sets Your Product Apart June 25 Great Requirements Form the Foundation for Successful Products July 16 Profitable Products Sell Value: Why Value-Based Pricing Wins August 13 From Messaging Nightmare to Messaging Delight: How to Create a Powerful Messaging Platform Sept 17 Create Effective Sales & Marketing Tools That Actually Get Used By Sales & Prospects Oct 15 Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Success Nov 19 Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers Must Know and Do Dec Copyright 2013 - 2015. The Lûcrum Group, Inc. 35
  36. 36. My Next Webinar Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers Must Know and Do Dec xx, 2015 Copyright 2013. The Lûcrum Group, Inc. 36
  37. 37. Upcoming Austin PM2 Training • Optimal Product Management & Product Marketing – Dec 7- 9 • AIPMM Certifications – Certified Product Manager (CPM) – Feb 16 – 17 More dates/locations - www.280group.com Copyright 2013 - 2015. The Lûcrum Group, Inc. 37
  38. 38. Free 1 Hour PM/PMM Consult • First ten to submit information on form • http://compellingpm.com/freeonehour/ • Please include background on topic or issue • Must include company info (no Gmail) Copyright 2013. The Lûcrum Group, Inc. 38
  39. 39. Thank You! Tom Evans CompellingPM tevans@compellingpm.com @compellingpm www.compellingpm.com Copyright 2013. The Lûcrum Group, Inc. 39

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