Creating The Continuous Customer Conversation

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Creating the Continuous Customer Conversation

Patrick Flanigan, ADPVP Sales and Marketing Enablement

First – some numbers . . .

118156

For the locals

118156th

For the people back home

#1

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With ADP 13 years Enablement for 5 years AZ for 3 years NJ and DC Drove cross country 2X

Who am I?

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About ADP

We are a comprehensive global provider of cloud-based Human Capital Management (HCM) solutions that unite HR, payroll, talent, time, tax and benefits administration, and a leader in business outsourcing services, analytics and compliance expertise.

Some more numbers

5007,00012

8

heyTools and Technology

Sales Pipeline

FY10 FY11 FY12 FY13 FY14 FY15

CRM and Marketing Automation platform

consolidation

Installed lead routing rules,

infrastructure and governance

Developed Guided Selling platform

overlay for Salesforce

Created self-service, compliant email

marketing tool for sales reps

Integrated Social Selling tools

Built pointed use Sales Apps on top

of SF1 (Genie, OPT, Blueprint)

CENTRALIZED SALES OPS

LEADCENTER

MOBILESELLING ONDEMAND SOCIAL

SELLINGGUIDED

APPS

MARKETING SUPPORT

FY16 FY17

Enablement Programs

DIGITAL SELLING

Dedicated Inside Sales Support and

Marketing Apps for Lead Gen

Unified Buying experience that

makes the sellers job easier

UNIFIED SALES APP

Evolution of Sales Enablement

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Best In Class Sales Tools and Support throughout the Sales Process

Eloqua Markie Award Winner:

Lead Center

Big Machines Modern Selling

Experience Award: Electronic

Sales Order

Demand Gen Report Killer

Content Award: TCO Tools

Eloqua Markie Award Finalist:

OnDemand Marketing

CVI Top POV Pitch Award:

Guided Selling App

SalesforceRoad Warrior:

Mobile Innovation Award

Recognition

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Enablement circa 2015

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Sales and Marketing Stack

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For today . . .

Issues we face today How tackle Where we deliver

Buying experience Message alignment Tech stack

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Buyer ComplexityKey Issues• Balance of power has shifted to the buyer• Buyers are further through the buying

process before engaging sales• Customers are demanding more expertise

from sales• There are more vehicles to influence

existing customers

Our Approach• Gather all messaging inputs• Align messages to the right person at the

right time • Activate the message: Drive incremental

leads and engage early• Accelerate the sales process

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Buyer Complexity

Buyer Behavior Programs and Solutions

Buyers are researching online and in social

Buyers demanding a more personalized experience

Buyers expect more from the sales experience

Leverage buyer behavior to drive more incremental leads

Leverage marketing technology to gain access

Leverage dynamic capabilities of mobile tech to accelerate sale

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Messaging Complexity

Sales Messaging

(IDM) Product Differentiators

Competitive Intelligence

Peer Reviews

Digital Marketing

Social Selling

Lead Nurturing

Referral ProgramsPartner Marketing

Live Events

In-Product Marketing

Client Marketing

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Sales and Marketing Enablement

SALES AND MARKETING ENABLEMENT• Lead development, qualification and

adoption

• Sales development and outbound reach

• Inside Sales Support

• Digital Marketing and Sales Connection

• Coordination on Content Strategy

• Cross-BU Initiatives

• Sales Messaging aligned with Marketing Message

• Alignment with Product Marketing

• Driving better outcomes from sales technology enablement

• Reinforcing and strengthening proven sales methodologies and KPIs (leadership tools and social selling

Sales enablement is a strategic, ongoing process that equips sales teams to have consistently effective engagements with prospects and customers throughout the buyer’s journey. - Forrester

Buying Experience Selling Experience

The practice of actively managing the seller experience by providing integrated sales resources that simplify the seller job. - CEB

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Building a Messaging Framework

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Messaging Overview

BU Overall Message and Value Prop

Themes based off Common Needs

Differentiators • Differentiator #1

• Differentiator #2








Brand Message/TaglineBranding

Content Strategy

Company Wide Messages

Personas

Sales MessagingPOV Product Connection CI Landmines

Overall Value Statement for Business Line

Theme 1 Theme 2 Theme 3

Message 1 Message 2 Message 3

Persona 2 Persona 3Persona 1

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Messaging Inputs and Workshops

Messaging Workshops- Gathering inputs: persona work, buyer’s

journey, IDM- Workshop facilitation- Content capture- Aligning stakeholders

- Partnership with Product Marketing- BU Marketing- Sales- Service- Product or Product Marketing- CI

Source Material from Workshop- Buyer’s Journey Messaging Toolkit- POV Pitch- Conversation Roadmap

Output- Content Roadmap- Campaigns- Lead Nurture- Sales Tools

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Why Stay?

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Always On messages

Triggered: responding based on behaviorContinuous: always connected to a next stepCreating Value: being useful, providing right message at right time

No specific start and end – schedule is unique to each contact

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Always-On Portfolio

23

Enhance the buyer experience

• Multiple ways of accessing insight and information

• Flexible communication mediums

• Messaging to the buyer needs

Drive better outcomes through sales enablement technology

• Reduce research time• Increase win rates over

competition• Shorten selling cycles• Reduce no-decisions• Increase average deal size

Reinforce and strengthen proven sales methodologies and KPI’s

• Reinforce consistent behaviors

• Inspect and adjust regularly• Leverage social selling power• Align marketing and sales

messaging

Sales Process Sales Tools Sales Messaging

Sales Effectiveness and Delivery

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Tools throughout the sales processGaining Access

•OnDemand•Fulfillment Tools•Prospecting Tools

Buyer Meetings•Sales Hub•Demo

Analysis•TCO•Benchmarking•Calculators

Closing•Proposal Generator•Electronic Sales Order

Productivity•Launchpad•Opportunity/Account Planning•Communications

Social Strategy•VS/Elevate•Navigator•Sales for Life

Inside Sales•Contact Management•Pod Selling•Engagement Tools

Buyer Engagement ToolsCreation and management of all tools

used by the field to help engage/market with a prospect or

client to start a sales process

Sales Process ToolsTools designed to help buyer and

seller move throughout the buying process

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Social

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OnDemand Marketing

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OnDemand - Customization

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Business Impact and Challenges

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Market Insights

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The Path Forward

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Features and Differentiators

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Why us

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New opportunities

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Complex Ecosystem

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So where is this going?

Issues we face today How tackle Where we deliver


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So where is this going?


• Influencers• Blogs • Social• Peer Review Sites

• Buyer Personas• Product complexity• Client Experience

• Data• Segmentation• Tool complexity• Data!

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What ties it all together?

The Message

• Digital Marketing• Lead Gen • Field Marketing

Events

• Client Advocacy• Partner Referral

Programs

• Vertical programs• Trigger events• Client Onboarding

Why Change Why Us Why Now Why Stay

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