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Sales Management Association Webcast
1 November 2013
Presented by
Improving Sales Productivity: an
End-to-End Approach
#ImproveSales
About The Sales Management Association
A global, cross-industry professional association for sales
operations and sales management.
Focused in providing research, case studies, training, peer
networking, and professional development to our membership.
Fostering a community of thought-leaders, service providers,
academics, and practitioners.
Learn More: www.salesmanagement.org
#ImproveSales
Sales Management Association Webcast
1 November 2013
Presented by
Improving Sales Productivity: an
End-to-End Approach
#ImproveSales
Today’s Selling Environment is Tough…
Do More with Less
Agenda
Improving Sales Productivity: an End-to-End Approach
• Business Strategy Priorities
• Challenges Causing Gap Between Strategy & Execution
• Sales Productivity Trends
• Business Impact From Closing The Gap
• Habits of Successful Sales Teams
• Vision for End-to-End Sales Execution
Polling Question
Which of the following is your organization’s
“most” important priority in the coming year?
Accelerating Sales Ramp Up Time
Capture New Business
Optimize Sales Effectiveness
A.
B.
C.
Priorities – Growth Mode Companies
Capture new business
Accelerate sales onboarding & ramp up time
Support new product launches
Increase existing account
penetration
Growth Mode Drivers
Priorities – Fix Mode Companies
Better communicate
value in selling process
Make selling resources more accessible and
aligned to buyers
Make sales process more
consistent
Improve top rep retention
Improve customer retention
Visibility into what’s not
working
Fix Mode Drivers
Challenge Impact
Challenges & Business Impact Affecting Sales Execution
Business
& Market
Changes
Challenge Impact
Challenges & Business Impact Affecting Sales Execution
Business
& Market
Changes
Even More Challenges: • Top rep attrition
• Sales ramp up time too slow
• Quality and consistency of personalized selling documents
• Ability to measure sales strategy
• Lack real-time visibility into what’s working and what’s not
Top Challenges to Sales Execution
Of sales reps’ time
is spent not
selling when
they’re busy with
other tasks or
searching for
content
Of selling content is
never used in
selling because
sales can’t find the
right resources
Of pipeline is stuck
in “no decision”
because value has
not been
effectively
communicated
Of opportunities
missed when sales
can’t leverage
internal resources
Didn’t present value = Can’t find resources = Less time selling Wasted time = missed opportunities
Questions and Discussion
How do most companies
deal with these sales
execution challenges?
#ImproveSales
Polling Question
Does your CRM help you win more deals?
Completely
Very Much
Somewhat
Not at All
A.
B.
C.
D.
Sizing the Business Problem
• CRM = captures customer data
• Marketing Automation = takes data to generate leads
• Sales Enablement = tools offer tactical support
– Most sales enablement tools are point solutions for smaller problems
– Not focused on getting to closed won business
• Sales Execution solutions = offer largest value to sales and biggest impact to the business by getting them to won business
Bu
sin
ess I
mp
act
Value to Sales
CRM
Sales
Enablement
Tools
Marketing
Automation
Sales
Execution
Solutions
Closed
Won
Business
Value to Sales and Business Impact of
Closing More Business at Lower Cost
Core Problem
What your CRM does
• Captures data on accounts & opportunities
What your CRM doesn’t
do
• Ensure sales teams are doing everything needed to win at every stage of buyer, while also providing real-time visibility of what’s working and what’s not working in order to correct it before it’s too late
Reliance on CRM to answer strategic questions
and drive sales process
Only 6% think they
use CRM data to its
fullest potential1
1 Source: Charles Schwab 2012 2 Source: Introhive 2013
70% of buyers
are half way
through their buying
stages before
actually speaking to
a sales person2
Questions and Discussion
What explains the “sales execution
gap” between companies’
expectations and salespeople
understanding?
#ImproveSales
Sales organizations NOT
performing to full potential Sales Execution top 5
corporate priority
50% 90%
Scattered content and
resources
Inconsistent sales process 42% 53%
Lack of consistent sales
process Limited visibility into what’s
not working 34% 41%
Sales Technology Key Trends
“What are impediments motivating sales leaders to invest in new
technologies to solve problems?”
Closing The Gap Between Strategy & Sales Execution
Resolving sell and buy-side complexity
Strategy Execution Missing Sales Number
Achieving More With Existing Resources
Scaling to Meet Growth Targets
The Gap
Requires: Training (product, sales skills, messaging)
Coaching (opportunity, role, rep specific)
Tools (ROI, Business Case tools, Proposals)
Content (case studies, data sheets, video, internal)
Communicating value in sales process &
• Disconnected & misaligned
• Out of context with buyer stages
• Not specific to each selling situation
• Can’t keep up with rate of change
• Value not presented
Causal conditions
generating the gap
Vision for Effective Sales Execution
• Connect process, content, & resources aligned with buyers
• Streamline sales complexity into interactive, repeatable process
• Identify what’s working, what’s not, in order to make best practices repeatable
Need to Guide Sales Teams Through Each Specific
Selling Situation & Align to Buyer Stages
Contextual Data
Layer From CRM
Sales Rep
Buyer
Reliance on CRM
to answer strategic
questions and
drive sales
process is like
driving a car
without a steering
wheel.
CRM
Business Impact From Closing The Gap
Before After Improvement
Avg win rate 25% 28% 3%
Avg deal size $100,000 $110,000 10%
Avg sales cycle 6 4.8 1.2
Avg quota attainment
70% 84% 14%
Significant Financial Returns – Example
Current State Improvement Revenue Increase
Total Sales Reps 200 $140,000,000 $160,000,000 $20,000,000
Quota per rep $1M $700,000 $800,000 ($100,000 gain per rep)
Questions and Discussion
How should we
define productivity?
#ImproveSales
Juggling Act of Sales Productivity
Changing Buyer Stages
Customer’s Predisposition
Deal Complexity
• Account planning
• Buyer business objectives
• Purchasing process
• Decision makers
• Business cases
• Selling documents
• RFPs
• Proposals
• Sales process training
• Product capabilities
• Pipeline development
• Other regular sales activities
Value-Based Productivity Model
Close Sales
Identify Prospect
Qualify Opportunity
Demonstrate Product
Built Trust
Promote & Present Greater Value
Close
Sales
Traditional
Selling Process
Value-based
Productivity Model
Buyers are half way
through their buying
stages before actually
speaking to a sales
person
70%
Habits of Successful Sales Execution
1. Know buyers better than buyers
2. Know where they are in their buyer stages
3. Easily accessible & centralized selling resources
4. Resources aligned to buyer stages
5. Align internal teams to be more agile
6. Optimize sales processes to be adaptable
7. Have real-time visibility into what’s working and what’s not
Presenting Greater Value
Questions and Discussion
How should companies think
about sales efficiency vs.
sales effectiveness?
#ImproveSales
Polling Question
How agile & adaptable to change is your
sales organization?
Completely
Very Much
Somewhat
Not at All
A.
B.
C.
D.
Knowing What’s Working, What’s Not
Know which opportunities are closing faster and why in order to replicate across other opportunities
Identify which opportunities may be stalled or slipping and better understand why and how to correct, while identifying true causes of bottlenecks.
Determine actual close potential of opportunities beyond stage and estimated close date in order to improve forecasting
Have Greater Visibility to…
Sales Team
• Teams more successful at closing business
• Shorter sales cycles
• Easier to get needed resources
• Sell more, faster
Sales Enablement Leader
• Measure the direct contribution to making sales more effective
• Increase CRM user adoption
• Tie enablement activities to closed won business
Sales Training Leader
• Reinforce skills of sales organization
• Measure return of sales training investment
Marketing Leader
• Measure effectiveness of content created
• Reduce burden on resources by eliminating unneeded assets
• Prove ROI of marketing’s contribution to sales
Proposal Teams
• Shorten time delivering selling documents
• Ensure consistency of best practices
• Direct impact to closed won business
Value Across Entire Sales & Marketing Organizations
Your Questions and Discussion
Enter your questions in the
“Questions” box on the right
hand side of the webinar
application window.
Did we run out of time before we got to your
question? Presenters can follow-up with you
via email. Feel free to submit more questions if
you’d like an offline response.
#ImproveSales
