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Guiding Media. Inspiring Innovation. Leading Local.
Hard Lessons – What They Don't Tell You About Sales Transformation
Charles Laughlin
SVP & Senior Analyst BIA/Kelsey
March 15, 2016
Neal Polachek
Board Advisor BuzzBoard
Juanita Jennings
Digital Content Director American General Media
2 © 2016 BIA/Kelsey. All Rights Reserved. |
Agenda
Juanita Jennings Digital Content Director
American General Media
Welcome
Digital Share of Advertising
Local Media Ecosystem Defined
10 Lessons Learned around Authentic Sales Transformation
Q&A
Special Offer to attend BIA/Kelsey ENGAGE
Charles Laughlin SVP & Senior Analyst
BIA/Kelsey
Neal Polachek Board Advisor
BuzzBoard
3 BuzzBoard.com
BuzzBoard Marketing & Sales Engagement Platform
Reimagining B2B Sales
4 BuzzBoard.com
Digital Continues Share Gain*
* McKinsey & Co. 2015
But remains a minority of overall media spend
2009 2015 2019
27.5%
43.3% 50.3%
$103.3 $104.0 $102.0 $102.9 $101.2 $102.8
$38.0 $42.6 $47.8 $53.5 $59.3 $66.0
$141.3 $146.6 $149.7 $156.4 $160.4
$168.9
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
2015 2016 2017 2018 2019 2020
Traditional Online/Digital
US
$ B
illio
ns
* BIA/Kelsey U.S. Local Advertising Forecast 2016
5 BuzzBoard.com
We Have a Unique View of the Local Media Ecosystem
6 BuzzBoard.com
1. Reps will adopt quickly because its in their best interest
2. Successful sales transformation is bottoms-up
3. Sales can leverage micro customer segmentation
4. Sales managers would “go with the flow”
5. It’s all about the “audit”
6. CRM and BuzzBoard are separate
7. Sales reps prep for calls in advance
8. Training is the path to adoption
9. Reps are consultative and sell solutions
10. Specialized sales for digital
We’ve Learned Much Since BuzzBoard Launch
1. Reps self-selected use driven by authentic desire to succeed vs. hanging on for benefits
2. Senior leaders drive transformation
3. Marketing needs to leverage micro segmentation
4. Sales managers define the success
5. It’s about insights and competition
6. CRM and BuzzBoard are symbiotic
7. Few reps actually prepare ahead of time
8. Training is negative – needs a breakthrough
9. Reps are still selling products
10. Everyone can sell traditional and digital
We Expected We Learned
7 BuzzBoard.com
Top sellers use BuzzBoard to drive efficiency
Middle sellers use BuzzBoard to achieve & exceed quota
Bottom sellers don’t want to use BuzzBoard or any other tool
Tuned out sellers are checked out and don’t matter
Identify the sellers who will be willing participants in transformation and focus on the sellers who can have the greatest impact on your results
Reps State of Mind Really Matters
Top 10%
Middle 60%
Bottom 20%
Tuned out 10%
8 BuzzBoard.com
Transformation is Tricky – But No Command = No Go
Don’t bother trying unless the senior leadership team is committed - it takes only one senior leader to sabotage true transformation
9 BuzzBoard.com
Micro Segmentation – Not a Toy
Leveraging big data is not just about having big data, its about taking the insights and turning those insights into small pieces of content that engage and excite – don’t bother if you’re not ready to leverage big data
10 BuzzBoard.com
The Manager Does Define Successful Transformation
Of all the stakeholders in transformation – the sales manager may hold the ultimate key to success
11 BuzzBoard.com
It’s All About Insights & Competition
The audit was the door in, the insights and the competition are the means to engagement – no insights – no conversion
12 BuzzBoard.com
One + One Is Three
Leveraging customer engagement with customer tracking is the best of both – one or the other is suboptimal
13 BuzzBoard.com
Few Boy Scouts in the Bunch
SMBs are inundated with sales pitches – “failing to prepare is preparing to fail” – without an absolute commitment to pre-call preparation – SMBs will remain unengaged
14 BuzzBoard.com
“Training” is a Four Letter Word – Storytelling is the Path
Sellers are as inundated with training as SMBs are with sellers – ”training” has become a negative – story telling is the pathway to the sellers emotional triggers
15 BuzzBoard.com
A Difficult Transformation – Product v. Solution Selling
Sellers are stuck in a product sales time warp – today’s buyers are looking for solutions to solve their problems
16 BuzzBoard.com
Selling All Media Not Just Digital Media
It’s still an eyeball and audience centric world – moving the needle requires selling both traditional audience and digital marketing solutions
17 BuzzBoard.com
Wrapping it UP, Transformation is NOT for the Faint of Heart
Informed Segmentation
Demonstrated Leadership
Authentic Engagement
18 BuzzBoard.com
1. Reps will adopt quickly because its in their best interest
2. Successful sales transformation is bottoms-up
3. Sales can leverage micro customer segmentation
4. Sales managers would “go with the flow”
5. It’s all about the “audit”
6. CRM and BuzzBoard are separate
7. Sales reps prep for calls in advance
8. Training is the path to adoption
9. Reps are consultative and sell solutions
10. Specialized sales for digital
Repeat of the Top 10 Lessons Learned
1. Reps self-selected use driven by authentic desire to succeed vs. hanging on for benefits
2. Senior leaders drive transformation
3. Marketing needs to leverage micro segmentation
4. Sales managers define the success
5. It’s about insights and competition
6. CRM and BuzzBoard are symbiotic
7. Few reps actually prepare ahead of time
8. Training is negative – needs a breakthrough
9. Reps are still selling products
10. Everyone can sell traditional and digital
We Expected We Learned
19 © 2016 BIA/Kelsey. All Rights Reserved. | 19 © 2016 BIA/Kelsey. All Rights Reserved. |
Questions?
19 © 2016 BIA/Kelsey. All Rights Reserved. |
20 © 2016 BIA/Kelsey. All Rights Reserved. |
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Guiding Media. Inspiring Innovation. Leading Local.
© 2016 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other
civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the
use or interpretation of this information.
Neal Polachek [email protected]
Board Advisor, Buzzboard
www.buzzboard.com
Charles Laughlin [email protected]
SVP & Senior Analyst, BIA/Kelsey
www.biakelsey.com
