Align Sales & Marketing with Sales Enablement [SiriusDecisions Summit 2017]

I Had No Idea We Had That!Align Sales and Marketing With Sales Enablement

Tracy Eiler, CMO - @tracyleilerJoe Andrews, VP Product Marketing - @andrewsjoe

SiriusDecisions Summit, 2017

Who Am I? Storyteller, demand generator…

Marketing exists to make sales easier

Topics

• Sales has changed forever • The rise of sales enablement • Solving the content challenge

The Rise of the Consultative Seller

of sales reps don’t make quota!

43% Source: CSO Insights, 2016

Sales Enablement is the Bridge

•  Born out of sales training and product marketing •  Evolving – only 6 years old •  Bridges GTM strategy and execution •  The hub between sales and rest of company •  Requires diverse skills – business acumen,

product details, solutions messaging •  End goal: increase sales efficiency and

effectiveness

Transformation is Required

Source: Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness by Steven Wright, Forrester, March 21, 2016

20% of a sales reps time is spent on

account and content research!

Source: CSO Insights 2016

The Content Pain� Conflict

Overall content strategy

Using multiple channels

Hard to get sales attention

Traditional ways don’t keep up

Don’t know what’s working

Just-in-time needs

Can’t find anything

Don’t know how to use it

Not in context of the opportunity

Constantly asking for more

The Good News

Content is in Our Control

HowWeSolvedOurContentChallenge:EnterHighspot

Who am I? Story teller, product marketer

Our Journey • Identified our mess • Selection process • Implementation • Results • Key learnings

Identified Our Mess

PODCAST VIDE

O

INFOGRAPHIC

BLOG

WHITEPAPER

ANALYST REPORTS

WEBSITE

DATA SHEET

TEMPLATES

FIRST CALL DECKS

DEMO

SOCIAL

EBOOK

WEBINAR

ROI

RFP

PRICING PROPOSAL

SALES PROCESS SOLUTION

GUIDE

BATTLE CARD

HowContentLookstoSales

Chatter & Box “poor man’s solution” Sales “can’t find anything” Constant requests for more Everyone is an author No version control Material and “how to use it” not tied together No visibility into what is used and when

IdentifiedOur Mess

Our Journey : Selection Process

• Research • Evaluation criteria • Short list • References • Finalize & establish plan of action

Research

SiriusDecisions Sales Asset Management 2016

Evaluation Criteria

Primary Need: Go beyond

content storage

Other High Level Requirements Marketing exists to make sales easier

• Content •  Think through customer-facing vs internal use •  Consider the entire customer journey

• Persona •  All market-facing employees (not just sales, include CSMs and SDRs) •  New hires as well as tenured reps

• Technology •  Work within CRM •  Use of modern techniques (tiles, ratings, etc.)

The New Funnel

Consider All Audiences

Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness. by Steven Wright, Forrester, March 21, 2016

Marketing

Sales Enablement

Operations

Training / Learning

Customer Success

Sales Leaders

Short List

Source: InsideView

References

Hi, This is Tracy Hi, This is Joe

Action Plan

Our Journey : 30 Day Implementation

• Model and timeline • Content inventory & audit • Content mapping • Targeting to sales stages in CRM • Pre-launch training • Launch • Continuous training

Sales Enablement Model

Sales Content Highspot Sales Team Customer

RSS WWW

Web Pages/RSS Feeds

Local Files

File Storage Systems

Pitches

Notifications

Case Studie

s Product Marketin

g

Pitch Books

Company Spots

Pitching

Timeline 2016

April 18-22 •  Implement targeting in CRM •  Advisor group review •  Optional field validation

exercise April 25-29 : finalize & test

May 2-6 : Launch & Training!

April 4-8 •  Coordinate integration

with IT/SFDC •  Establish Google Drive/

file structure •  Content review

April 11-15 •  Implement – add

content, train publishers, integrate systems

•  Checkpoint – InsideView & Highspot

Feb-March : Content Audit End of March : Contract Signed

Content Inventory & Audit Start now

Content Mapping

Targeting to sales stages in CRM

Stage New

Pre-launch training

Make the Launch Fun

Continuous Training

Results

Quantitative Results

• Adoption (65%) in 2 weeks since launch

• Adoption (98.8%) EOQ

• Adoption measured by first use

Qualitative Results

• Behavioral change •  Chatter now a communication tool •  Google Drive now a collaboration

tool •  Highspot top of mind as a content

tool •  Pitching content for analytics •  See value in features •  Less content requests to Marketing •  Feedback loop from sales for

continuous content improvement

“Excellent! I was able to access and take a look. This info is very helpful – I used it timely from Highspot to create a PPT deck for an opportunity we’re working in collaboration with XYZ to target on of their customers and it successfully got us a second meeting/demo next week. All Good!

- Platform Account Executive

Connecting the Dots : Feedback Loop

“I love the Tech Profiler Sales Guide. Are you planning on doing one of these for other products? Specifically I’d like to see one for Target and Enrich in that order.”

What Next?

• Content engagement • Pitch engagement • Coordinate ABM touches

Content Engagement (by segment/role)

Small Business AE/AM

Small Business SDR

Enterprise AE/AM Enterprise SDR Spot 1 Spot 2 Spot 3 Spot 4 Spot 5 Spot 6 Spot 7

Spot 1 Spot 2 Spot 3 Spot 4 Spot 5 Spot 6 Spot 7

Spot 3 Spot 1 Spot 2

Spot 1 Spot 3 Spot 2 Spot 4

Content Engagement (by rep)

All Content Pitched All Content Viewed/Downloaded Spot 1

Spot 2 Spot 3 Spot 4 Spot 5

Spot 6 Spot 2 Spot 1 Spot 4

Pitch Engagement SALES REP ACCOUNT CONTENT OPENED & VIEWED

BY PROSPECT/CUSTOMER

DOWNLOADED BY PROSPECT/CUSTOMER

Alex ACME X EBook Yes No

John ABC Y Whitepaper Yes No

Alex XYZ Z Infographic No No

Jim MNC X EBook + Y Whitepaper

Yes Yes

Alex TTT Y Whitepaper Yes No

Play 1 Play 2 Play 3 Play 4

Play 1 Play 2 Play 3 Play 4

Coordinate ABM Touches

Email Templates

Start your content audit now

Have one person responsible for the rollout

Key Learnings

Design a variety of training

Plan for expansion

Measure beyond engagement

Market success

Key Resources

Forrester Vendor Landscape: Sales Enablement Automation Solutions A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness, by Steven Wright March 21, 2016 SiriusDecisions Sales Asset Management 2016

Forrester : Simplifying The Seller’s Journey B2B Marketers Can Help Sellers Maximize Efficiency To Gain Effectiveness, by Steven Wright, April 15, 2016

Forrester Webinar : A Map To The Territory The Sales Enablement Automation Vendor Landscape, by Peter O’Neill, Steven Wright. Shanta Samlal-Fadelle, March 17, 2016

Definitive guide to sales enablement: https://www.highspot.com/sales-enablement/