Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
Enterprise SaaS for Organizational Intelligence
Sales Alignment
Sales AlignmentSee How Leading Fortune 500
Companies Are Gaining Clarity and Closing More Deals
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
Outline
1. Market Research2. Visualizing Alignment3. Benefits of Alignment 4. The Recipe5. Best Practices
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
Examples of Alignment and Misalignment
Alignment:
• Cooperation between team members
• Cooperation between territories
• Similar perspective on strategy and implementation across various roles
• Congruence on value proposition, sale and delivery
Misalignment:
• Different perspectives on the product or sales process
• Significant gaps between top performers and weakest link
• High variations in divisional performances
• Lack of training on product, processes or best practices
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
1. Market Research: The Complexity
One of the main sales problems that we identified is the complexity of ongoing interactions between customers, marketing, and sales.
Complexity:• The number of people on the team and in company• Seniority and training of the team• The number of hand-offs• Multitude of tools and best practices• Complex products across many product lines• Changing market landscape • Customer demands and expectations
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
1. Market Research: The Complexity
Unsolved Misalignment = Loss of Revenue
Misalignment produces messy pipelines, inefficient processes, and loss of revenue. • 43% of salespeople pursue less than 75% of
marketing-generated leads
• Failure to align sales and marketing teams costs B2B companies more than 10% of revenue per year or $100M for a $1BN company!
References: IDC, CSO Insights
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
1. Market Research: The Opportunity
High alignment = Higher revenues
• Highly-aligned organizations saw annual revenue growth of 32%
• Highly-aligned marketing and sales operations achieved 24% faster 3-year revenue growth and 27% faster 3-year profit growth
References: Aberdeen Group, Sirius Decisions
“Fortune favors the aligned”Matthew Griffin
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
1. Market Research: 9Lenses Approach
9Lenses gathered more than 800,000 data points for:• Sales and marketing alignment• Sales team engagement• Win/loss cycles• Customer intelligence• Other sales interactions
We identified the best metrics that influence sales performance and increased revenue.
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
1. Market Research: About 9Lenses The Platform for Organizational Intelligence
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
2. Visualizing Alignment
Fortune50 Company with more than $100Bn in revenue
Gap Analysis: Lack of Unity Creates Barriers to Selling
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
2. Visualizing Alignment
Fortune50 Company with more than $100Bn in revenue
Gap Analysis: Lack of Unity Creates Barriers to Selling
We have to be prepared to price our offerings to win. This means that our services and HW/SW need to come in below our competition. If we couple this with an on par or better offering, we have a fighting chance to win.
More training... tighter collaboration with the software teams.
Software is one area of concern... We don't know who to turn to and if we do, response is slow.
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
2. Visualizing Alignment
Example of Misalignment
Disparity among regional scores highlights areas where training is needed.
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
2. Visualizing Alignment
Gap Analysis: High Team Misalignment Breeds Inconsistency in Performance
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
2. Visualizing Alignment
Example of Misalignment
Views on team alignment are significantly different based on tenure.
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
2. Visualizing Alignment
Scorecard Example
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
• More revenue• Better lead generation• Healthy pipelines• Higher conversion rates• Efficient integration with organizational
processes and tools • Faster follow-up on leads• Targeted training • Faster go to market • Shorter time between touches• More time interacting with the right
contacts• Value prop = sale pitch = product/sale
delivery
3. Alignment Benefits
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
4. The Recipe
1. Simplify complexity by measuring gaps between the sales, marketing, product and the customers
2. Identify root causes of misalignment3. Reduce gaps with targeted training4. Measure the alignment gaps periodically to
assess progress5. Continue refining the process until the
complexity problem is solved and high alignment is achieved
You can’t improve what you don’t know.You don’t know what you don’t
measure.It’s starts with measurement.
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
5. Best Practices
• Assess and align the team internally• Gather and measure employee feedback• Align with your team globally and across
various territories• Align with organizational processes and tools• Identify top-performers and emulate their
tactics• Offer trainings for the weakest link in the team• Align with the market via persona development
(feedback loop from previous customers)• Alignment with marketing campaigns • Fine tune the process: initial touch to sale
handoff • Assess periodically to maintain high alignment • Offer trainings for the weakest link in the team
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
5. Best Practices: Training
Determine Specific
Gaps
Implement Training
Follow Up Analysis
Example: Implement a roadmap for continuous feedback & training.
“I would personally like to be invited to [local] in person training
sessions rather than any Computer based or Instructor led trainings.”
“I would like to spend more face to face time with the Reps in my
territory to learn the benefits and business value that our solution
can bring.”
“I think ongoing training to learn new product features and
capabilities is needed on a regular basis.”
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
Try out 9Lensestoday!
Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.
Thank You for your Time!
Tom HessenVP of Sales
For more information or to run a 9Lenses App visit our website.
Recommended