MAKING THE WAY YOU SELL A COMPETITIVE ADVANTAGE/media/Corporate/Pdf-general/Pa... · 2016-12-07 · 11/4/2016 1 MAKING THE WAY YOU SELL A COMPETITIVE ADVANTAGE PASCALE HALL Marketing

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MAKING THE WAY YOU SELL A COMPETITIVE

ADVANTAGE

PASCALE HALL

Marketing Sales TransformationMarket Assessments Sales & lead management Defining vision & mission

Segmentation, targeting &

positioning

Large account management

process

Shifting the paradigm and

change management

Product management &

marketing

Creating & managing

opportunities

Building customer centric or

solution led organizations

Go to market plans & activation Sales Enablement Organizational design

Communication management Social Selling Innovation & NPD processes

Pricing & value capturing Value based selling and pricing Internal communications

(Employer) brand management Negotiating success Coaching & capability building

Customer experience & loyalty Leveraging your CRM tools Marketing & sales alignment

Marketing performance & KPI’s Partner channel management Building employee engagement

Deep Expertise

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SALES RELATIONSHIP MATRIX2016

SALES ENABLEMENT OPTIMIZATION STUDYOCTOBER 2016

AGENDA

Pascale HallPartner Minds&More

Twitter: @pascalehallLinkedIn:https://be.linkedin.com/in/pascalehall

Email:[email protected]

Introduction

1. The SRP Matrix

2. What Are Enablement Goals?

3. What Are Main Enablement Services?

4. Cross-Functional Collaboration Assessment

5. Relevance of Customer‘s Journey Alignment

6. Social Engagement Cannot Be Ignored

7. New Hire Ramp-Up Time

8. Effectiveness of Content Services

9. Effectiveness of Training Services

10. Sales Manager Enablement Matters

11. Sales Coaching Matters Even More

12. Enablement Technology Trends

13. Going Forward

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©Copyright 2016 MHI Global. All Rights Reserved. ©Copyright 2016 MHI Global. All Rights Reserved.

Quota attainment is decreasing

• Quota attainment is decreasing over years

• Quotas are raised year by year

� What‘s done to equip salespeople to hit their quota?

© MHI Global, Inc. All Rights Reserved


Why?

• Customers’ behaviors have changed and continue to change

• Dynamic, ever-changing environment

• Increasing product portfolios, mergers and acquisitions

• Increasing number of decision makers and stakeholders

• Longer sales cycles

• Product benefits have to be translated into customer business value

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What to do?

Source: Shutterstock


Change the approach!


Working smarter, let’s first understand what we are doing…

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©Copyright 2016 MHI Global. All Rights Reserved.

B2B SALES LEADERS: TOP SALES OBJECTIVES 2016


RELATIONSHIPS AND PROCESS MATURITY

Relationship

Level

Process Maturity

Productivity

Performance

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Sales RELATIONSHIP/PROCESS MATRIX

Trusted Partner

Strategic Contributor

Solutions Consultant

Preferred Supplier

Approved Vendor

Random Process

Informal Process

Formal Process

Dynamic Process


LEVELS OF CUSTOMER RELATIONSHIP

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LEVELS OF SALES PROCESS


Sales RELATIONSHIP/PROCESS MATRIX

Trusted Partner



Preferred Supplier

Approved Vendor

Random Process

Informal Process

Formal Process

Dynamic Process

R1/P1

R3/P3

R4/P4

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SALES RELATIONSHIP/PROCESS MATRIX


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Defining Sales Force Enablement

Source: CSO Insights Research NoteSales Force Enablement Definition

Sales Force Enablement — A strategic, cross-functional discipline

designed to increase sales results and productivity

by providing integrated content, training and coaching services

for salespeople and frontline sales managers

along the entire customer’s journey,

powered by technology.


Introduction: A growing discipline

Enablement is a growing discipline

• 19.3% had enablement in 2013

• 32.7% have an enablement practice in 2016

� Increase of 69%

Source: CSO Insights 2015 Sales Performance Optimization Study

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DRIVING PERFORMANCE – IMPROVING PRODUCTIVITY

Sales ManagementChannel/Region/Segment

Sales ManagerFrontline, Quota Bearing

SalespersonField/Inside/Channel

Chief Sales OfficerRevenue, Expense, Market

Share

SalesPerformance

Sales OperationsTerritories, Metrics, Comp, Quota

Sales TrainingProcess, Skills, Product, New Hire

Sales EnablementContent, Knowledge, Message, Tools

Sales TechnologySFA, Apps, Platform. Mobile

InfrastructureProductivity


Cross-functional Collaboration

Enablement is MUCH more than sales and marketing alignment:

• Collaboration with product, IT, and HR to be improved

• Best collaboration is within sales: sales ops and executive management


Source: CSO Insights 2016 Sales Enablement Optimization Study

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Introduction: Outcome of enablement initiatives

Outcome of enablement initiatives NOT satisfying

• 31.3% met or exceeded all or the majority of their expectations

• 56% met only some or a few of their expectations



“Customer-core” enablement approach is needed...

• Customer’s journey alignment matters…

• HOW to sell is more important than WHAT to sell

� That‘s why Sales Force Enablement exists


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…to improve quota attainment

• Aligning the sales process to the customer‘s journey is one of the essentials

• Only a dynamic alignment improves quota attainment above average of 55.8% up to 63.4%:+ 13.6%

Study’s average quota attainment: 55.8%



Enablement goals

Main goal: Increasing revenues (68%)

• Various strategies are applied. One key is to improve productivity

• Top goals: Decrease ramp-up time, increase selling time and improve conversations



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The relevance of a structured approach

Enablement success requires a structured approach

• Formal vision of enablement success

• Comprehensive enablement charter

• Define how to measure success




Social engagement cannot be ignored (1/3)

Social selling serves various purposes

• Lead generation, account and stakeholder research, and call preparation

• Building social brand

• Content curation



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Benefits of using social selling tools are multi-faceted, and unclear:

• Productivity driver

• 38% are „not sure“ about the benefits

• Those with aligned social strategies have more clarity: only 18% are „not sure“





Social engagement drives win rates, if social strategies are aligned

• No alignment: below average

• Informal alignment: average

• Formal alignment improves win rate:+16%

Average win rate: 46.2%



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The approach to sales coaching matters

Coaching approach still not structured

• Majority (47.5%) leaves coaching up to each manager

• Only formal coaching approaches impact performance

� Informal and random coaching is useless!




Formal and dynamic coaching impact performance!

Formal and dynamic coaching drive performance

• Win rates:• Dynamic: +27.9%• Formal: +11.4%

• Quota attainment:• Dynamic: +10.2%• Formal: +8.6%

Average quota attainment: 55.8%Average win rate: 46.2%



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Enablement technology

Enablement content management solutions (SECM) not the majority

• With SECM:• In 2015, 33.3%

developed a solution internally

• In 2016, only 19.8% developed internally

� Trend to leverage proven technology




Improvements driven by SECMs

Performance improve-ments driven by SECM

• Productivity leads the list: Improving access to content, and reducing search time are top improvements

• Effectiveness follows with e.g. win rates, ramp-up time



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Going Forward

Source: Unplash Images


ASSESS RELATIONSHIP/PROCESS MATRIX

Trusted Partner



Preferred Supplier

Approved Vendor

Random Process

Informal Process

Formal Process

Dynamic Process

R1/P1

R3/P3

R4/P4

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DEVELOP YOUR SALES GROWTH PLAN

• By region, country, vertical segment• Which results: % organic growth, profitability, customer

satisfaction, market share• Define % retention, % NN, %NE, % innovation space• Gaps in skills• Develop the sales playbook• Adapt compensation models• Recruitment model


Customer’s journey alignment is essential

Awareness BuyingImplementation

& Adoption

Change Dynamics

DecisionDynamics Value Dynamics

Marketing – Sales – Service and Delivery

Customer's Journey

Shared Goals | Shared Processes | Shared Technology

Source: Various CSO Insights Research Noteson Sales Force Enablement Master Framework, and Customer-Core Approaches

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FOUR areas to focus on

Source: Various CSO Insights Research Noteson Enablement Maturity, Creating A Charter and Creating A Collaborative Production Process

Social Engagement

�Leverage the orchestrating role of sales force enablement to implement a holistic social engagement strategy

�Assess your current point of departure

�Create an enablement charterEnablement Maturity

Cross-functional Collaboration

�Define an enablement production process

�Develop a cross-functional collaboration model

Sales Manager Enablement

�Given the huge relevance of the frontline sales managers , equip them wisely – first!

Marketing & Sales Performance Summit #516th November 2016 - Mechelen

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© 2012 Deloitte Touche Tohmatsu Limited41


APPENDIX: Demographics


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2016 Sales Enablement Optimization Study

• 2016 Sales Enablement Optimization Study www.csoinsights.com

• Check out our blog and get new insights every week:https://www.csoinsights.com/blog


Selected additional resources: Blog posts

� Evolving Enablement to Sales Force Enablement: The New Definition

� Do You Need An Enablement Charter?

Enablement Definition and Charter

� What Is Maturity in Sales Enablement?� Sales Enablement: How To Get To The Required Level� Enablement Maturity: Reaching the Recommended Level� We All Need Ambitions: The World-Class Level in Enablement� The World-Class Level in Enablement: Creating Value for

Your Customers' Customers

Enablement Maturity

� Formula for Successful Sales TransformationSales Transformation

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Selected additional resources: Special reports

* research membership required

CSO Insights Guides

2016 Sales Performance Optimization Study

Sales Transformation

� CSO’s Guide to Transforming Sales

� Four Reasons to Invest in Frontline Sales Managers

� 2016 Sales Performance Optimization Study Find More Analysis *

� 2016 Sales Performance Optimization Study Win More Analysis *

� Sales Force Enablement: Six Strategic Issues 2016, Part 1 *

� Sales Force Enablement: Six Strategic Issues 2016, Part 2 *

Documents

MAKING THE WAY YOU SELL A COMPETITIVE ADVANTAGE/media/Corporate/Pdf-general/Pa... · 2016-12-07 · 11/4/2016 1 MAKING THE WAY YOU SELL A COMPETITIVE ADVANTAGE PASCALE HALL Marketing