Transform Results with a Systems Approach to Sales
Mike Kunkle
Sales Transformation Strategist
Transforming Sales Results, LLC
Brought to you by…
Booth 2019
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Mike is a respected sales transformation strategist and
sales training / sales enablement expert.
He’s spent 22 years as a corporate leader or consultant, helping companies
drive dramatic revenue growth through best-in-class learning strategies and
his proven-effective sales transformation methodology. Today, Mike is
leading Transforming Sales Results, LLC, designing sales learning
systems, speaking, leading webinars, and guiding clients through all
aspects of their sales transformation.
Mike Kunkle
Sales Transformation Strategist
TransformingSalesResults.com
214.494.9950
2
Launching soon…
Consulting and Education Services Inc.
See Fast Lane on the TrainingIndustry.com Top 20 List of IT Training Companies:
http://www.trainingindustry.com/suppliers/f/fast-lane-consulting-and-education-services,-inc.aspx
Fast Lane is the leading, worldwide provider of
advanced IT education for Cisco, NetApp, VMware,
Microsoft and many more leading technical vendors. • http://www.fastlaneus.com
Launching soon, the Digital Transformation Inc.
division of Fast Lane will provide sales transformation
advisory services, assessments, sales training, and
tools to optimize your IoT sales performance initiatives
and achieve your desired business outcomes. • http://www.fastlaneus.com/enabling-digital-business
• http://www.fastlaneus.com/sales-training
Thanks to My Sponsors and Strategic Partners
3
See PMI on the TrainingIndustry.com Top 20 List of Sales Training Companies:
https://www.trainingindustry.com/sales-training/suppliers/pmi.aspx
Performance Methods, Inc. (PMI) is a sales performance
consulting and training organization that delivers customized
solutions to its global base of clients. PMI has been selected
by many of the world’s leading corporations as their sales
and account management best practices partner and has
been widely recognized for the innovation, effectiveness and
strength of its contemporary solution suite.
• http://www.performancemethods.com
Thanks to My Sponsors and Strategic Partners
4
EdCast's SalesU is a robust, end-to-end sales onboarding suite,
allowing enterprises to seamlessly train and coach their sales
teams using its AI-powered SaaS platform. The SalesU Suite
includes:
• EdCast Coach™ - an AI-powered role-play and mentoring app
for perfecting sales pitches and demos
• EdCast Insights™ - a real-time, contextual knowledge and
information app that incorporates content from both internal and
external sources into your CRM
• EdCast GuideMe™ - an embedded app for software, websites,
or online services that guides sales reps on using the
customized tools effectively
Visit EdCast / SalesU at Booth 2019!
• http://www.SalesU.io
• http://www.EdCast.com
Thanks to My Sponsors and Strategic Partners
https://www.edcast.com/corp/about
5
Our Plan for Today
• Sales Enablement Challenges
• The Four Sales Systems
• Challenges Solved: Past Results
• System Components
• Next Steps
• Final Q&A
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 6
Common Sales Enablement Challenges | Desired Outcomes
• Decrease new-hire ramp-up
• Deliver consistent value messaging (relevant/contextual)
• Adopt sales process / methodology
• Improve sales performance:
- Improve sales force productivity ($rev/rep)
- Increase quota attainment
- Grow pipeline size 3-4X (# of opps)
- Increase deal size
- Improve margins
- Speed-up pipeline velocity
- Increase win-rate
• Decrease sales talent churn
• Increase / improve sales coaching.
“Sales enablement is a growing trend,
but sales performance is not improving...
Clearly, something is missing.”
CSO Insights’ 2017 Sales Manager Enablement Report
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 8
Common Sales Enablement Challenges | Outcomes | InitiativesChallenges | Outcomes Initiatives
Decrease New-Hire Ramp-up Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management
Deliver Consistent Value Messaging Product Marketing | Analytics | Training | Coaching | Tools | Sales Management
Adopt Sales Process / Methodology Training | Coaching | Tools | Sales Management
Improve Sales Force Productivity ($rev/rep) Analytics | Training | Coaching | Tools | Sales Management
Increase Quota Attainment
Grow Pipeline Size 3-4X (# of opps) Analytics | Demand Gen | Training | Coaching | Tools | Sales Management
Increase Deal Size Analytics | Training | Coaching | Tools | Sales Management
Improve Margin Analytics | Training | Coaching | Tools | Sales Management
Speed-up Pipeline Velocity Analytics | Training | Coaching | Tools | Sales Management
Increase Win-Rate Analytics | Training | Coaching | Tools | Sales Management
Decrease Sales Talent Churn Selection | Sales Onboarding | Coaching | Sales Management
Increase / Improve Sales Coaching Analytics | Training | Coaching | Sales Leadership
Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management
Product Marketing | Analytics | Training | Coaching | Tools | Sales Management
Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
Analytics | Demand Gen | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Sales Management
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
Selection | Sales Onboarding | Coaching | Sales Management
Analytics | Training | Coaching | Sales Leadership
Analytics | Training | Coaching | Tools | Solutioning | Sales Management
Imp
rove S
ale
s P
erf
orm
an
ce
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 9
Common Sales Enablement Initiatives | Themes
Sales
Selection
Sales
Process Sales
CoachingSales
Methodology Sales
Tools
Sales
Analytics
Sales
Messaging
Sales
Leadership
Sales
Management
Sales
Onboarding
Sales
Solutioning
Sales
Training
Sales
Enablement
Recurring
Solutions
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 10
CSO Insights 2016 Sales Enablement Optimization Study
People Technology
Skills &
KnowledgeProcess
© MHI Global, All Rights Reserved
Key trends from benchmarking
best-in-class SE Programs
• Take a holistic view of Sales
Enablement
• Focus on people, technology,
process, and skills/knowledge
• Prioritize and phase
implementations
Download the report
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 12
What is a Systems Approach?
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 13
Human Systems
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 14
Automotive Systems
What is a Systems Approach?
How is this different in organizations?
What is a Systems Approach?
• HiringSystem 1
System 2• Learning & Development
System 3
• Compensation
System 5
• Coaching & Management
System 4
• Processes
It’s Not!
And more…
Organizational Systems
The Sales Performance Ecosystem
• Big, overwhelming and
unwieldly for most
people to address at
once
(And, this chart doesn’t
include all of the sales
management ecosystem
components)
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 16
The Four Sales Systems
http://bit.ly/4SalesSystems-Overview
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Why These Four Systems?
• They address these things…
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 18
Common Sales Enablement Initiatives | Themes
Past Results (Just a Sampling)
• Decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months)
• At 120 days, new reps outperformed a control group of 5-year reps by 21% (6 months)
• $398mm YoY revenue increase, $9.96mm net profit increase, and a 400% ROI (12 months).
• Increased sales/rep in the 90 days after training by 2.3/month – avg. increase of $183k/class or $36.6mm/year (9 months)
• Improved average profitability/new reps by 11% (4 months)
• Improved new rep win-rate by 16% (6 months)
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 20
Sales Selection System
• Determine Sales Competencies
• Determine Traits
• Create Job Documentation
• Select Psychometrics Assessments
• Implement Behavioral Interviewing
• Test Situational/Hypothetical Judgment
• Orchestrate Skill Validation
• Perform Background & Reference Checks
http://bit.ly/4SalesSystems-Selection
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 22
Sales Readiness & Enablement
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 23
Sales Support System
• Ensure reps deeply understand your buyers
• Document buying process with buying process exit criteria
• Create buyer engagement content that aligns with exit criteria
• Ensure reps have the needed market and business acumen to
create and communicate value
• Align sales process to buying process and use a buyer-oriented,
consultative, solution-focused, outcome-driven sales
methodology
• Use sales enablement tools to improve sales efficiency and
effectiveness
• Use analytics to track training, content, sales behavior, and
outcomes.
• Train reps to engage buyers in valuable business conversations
and to create real value and differentiation, through their
customer acumen, business acumen, and solution acumen
http://bit.ly/4SalesSystems-SalesSupport
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 24
Sales Learning System
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 25
Stage 1:
Knowledge
Acquisition
Stage 2:
Knowledge
Sustainment
Stage 3:
Skill
Development
Stage 4:
Skill
Transfer
Stage 5:
Skill
Mastery
Purpose:Acquire the knowledge behind
the skill… what to do, why to
do it, and the models for how
to do it, with examples, and
with assessments/tests to
validate learning occurred.
Tools:elearning/content creation
tools, assessment tools,
microlearning, LMS or CMS
Premise:
Learn something new.
Outcomes:• New knowledge acquired.
• Foundation for skill
acquisition.
Purpose:Sustain the knowledge;
reverse the “forgetting curve.”
Tools:Online SIM writers, Qstream,
Axonify, Mindmarker, EdCast
LearnCore
Premise:
Don’t forget it. Just
because they learned
something, doesn’t
mean they’ll retain it.
Outcomes:• Increase retention.
• Ensure comprehension.
Purpose:Develop and practice skills.
Convert knowledge into
behavior. Provide feedback.
Tools:Flipped classroom, role plays,
live simulations, virtual
coaching tools (EdCast,
Brainshark, SalesHood,
Commercial Tribe, LearnCore,
Rehearsal, others).
Premise:
Just because they know
and remember, doesn’t
mean they can do it.
Outcomes:Skills are learned, practiced,
coached, and validated (they
can do something, as taught).
Purpose:Apply the newly-acquired and
practiced skills in the
workplace.
Tools:Manager guidance and prep to
use skills, forms/job
aids/performance support,
EPSS (EdCast, Membrain,
Revegy)
Premise:
Just because they can
do it, doesn’t mean they
will. (Skill/Will Matrix)
Outcomes:New behaviors are used on
the job.
Purpose:Guide and coach reps to skill
mastery and performance
outcomes, over time.
Tools:Field training and coaching,
supported by CRM, analytics,
coaching forms and tools
Premise:
Just because they tried
it, doesn’t mean they
did it well or will
continue to do it.
Outcomes:Increased levels of sales
competency, fluency with new
skills, better sales results.
Sales Learning System: The 5 Stages
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 26
Sales Learning System: Going Beyond the 5 Stages
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
http://bit.ly/4SalesSystems-SalesLearning
• Stage 1
• Stage 1
• Stages 1-5
• Stages 2-4
• Stages 5• Measure for success
• Manage performance
• Lead & manage change
Cementing
into Culture
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 27
Sales Readiness ensures sales reps and managers are prepared with the competencies and resources needed to engage with
potential buyers and current customers, uncover opportunities, and manage those opportunities to a successful conclusion. That
outcome is achieved through training, knowledge sustainment, skills transfer, coaching to mastery, the strategic use of content, and
sound sales management practices.
for Training for Coaching
Train | Assess | Track Validate | Coach Transfer Support
Sustain | Guide
Inside Sales
“Game Film”
Field Sales
“Game Film”
Sales Asset Mgt. &
Buyer Engagement
1 3
2
4
5a
5b
EPSS / Workflow
Performance Support
for Transfer
Example Sales Readiness Ecosystem
Manager Toolkits
Sales Playbooks
START
Training Content /
Sales Methodology
Digital Transformation
/ IoT Expertise
6
7
Sales Management System• Master Sales Hiring
• Remove barriers to FLSM engagement
• Implement a proven-effective Management Operating Rhythm
- Master your Sales Process and Sales Methodology
- Conduct Team and Rep Meetings
• Master Sales Analytics and the ROAM Method
• Develop Field Training and Sales Coaching Skills
• Master your CRM and Sales Enablement Tools
• Master Sales Performance Management
http://bit.ly/4SalesSystems-SalesManagement
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 29
Sales Management System
ROAM• Results vs. Objectives (outcome gap)
• Activities performed (what and how much)
• Methodology used (quality)
Field Training• Tell: Recap with Knowledge Check
• Show: Demonstration with Skills Validation
• Do: Action Plan with Execution
• Review: Check ROAM and Train/Coach Loop
Field Coaching• Diagnose: Analytics & Engaged Discussion
• Plan: Joint Solution Design and Planning
• Do: Execution of Action Plan
• Review: Check ROAM and Train/Coach Loop
http://bit.ly/4SalesSystems-SalesManagement
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 30
Check-In: Did the Systems Address the Challenges?
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Common Sales Enablement Initiatives | Themes
Further Reading on The Four Systems
• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview
• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection
• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport
• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning
• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement
ATD ICE 2017 - M119: Transform Results with a Systems Approach to Sales 33