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Gain a Competitive Sales Advantage with LinkedIn in 2016
Mike Derezin VP Sales Solutions, LinkedIn
@mikedfresh @linkedinselling #socialselling
2
Agenda • The State of Sales • On Competitive Advantage • Why Social Selling • Seize the Opportunity
The State of Sales Looking Back, Looking Forward
The Buying Process is Complicated
Content Marketing is More Important Than Ever
Social Selling is Going Mainstream
#SalesConnect
#SalesConnect
Thomas Bell President, Linnean Society of London
“The year which as passed has not been marked by any of those striking discoveries...”
#SalesConnect
#SalesConnect
“Everyone’s always asking me when Apple will come out with a cell phone. My answer is ‘Probably never.’”
David Pogue Tech Columnist, New York Times
#SalesConnect
#SalesConnect
#SalesConnect
???
“Zuckerberg is an idiot! I can’t believe he turned down Yahoo for 1 billion dollars.”
#SalesConnect
Mike Derezin
“Zuckerberg is an idiot! I can’t believe he turned down Yahoo for 1 billion dollars.”
#SalesConnect
Michael Porter
Competitive Strategy
Competitive Advantage
#SalesConnect
Advantage CompetitiveS U S T A I N A B L E
#SalesConnect
Rita Gunther McGrath
The End of Competitive Advantage
#SalesConnect
"To win in volatile and uncertain environments, executives need to learn how to exploit short-lived opportunities
with speed and decisiveness.”
#SalesConnect
Advantage Competitive
#SalesConnect
Advantage Competitive
#SalesConnect
by Geoffrey Moore
Crossing the Chasm
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
HIGH RISK
NO RISK
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
HIGH REWARD
NO REWARD
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
The World Wide Web
‘94-’95 ‘96-’98 ’99-’00 ’00+
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
‘94-’95 ‘96-’98 ’99-’00 ’00+
$182 BILLION
$437 BILLION
The World Wide Web
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Recruiting
‘07-’10 ‘11-’13 ’14-’16 ’17+
#SalesConnect
Social Recruiting Hero
Head of Global Talent Acquisition, SABMiller
"I saw the opportunity in direct sourcing through LinkedIn. I knew it was the future, but had to move quickly to lock-in as many gains as possible before the rest of the world caught on."
#SalesConnect
Head of Global Talent Acquisition, SABMiller
"I've helped save SABMiller about $7-10M annually by shifting to direct sourcing and LinkedIn Recruiter." Social Recruiting
Hero
#SalesConnect
Why social selling is here today
people are now involved in the average B2B
buying decision
of B2B buyers now use social media to be more
informed on vendors
of decision-makers say they never respond to cold
outreach
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+
‘15
’16-’17
#SalesConnect
Social Selling Index (SSI)
Create a professional
brand
Find the right people
Engage with insights
Build strong relationships
#SalesConnect
Laggards
100 0 20 40 60 80
Social Selling Index (SSI)
Leaders
#SalesConnect
100 0 20 40 60 80
Social Selling Index (SSI)
28.2 2015
12.2 2012
#SalesConnect
100 0 20 40 60 80
Social Selling Index (SSI)
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
‘12-’14 ’18-’19 ’20+
‘15
’16-’17
28.2 2015
12.2 2012
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
Fast trying to eat the slow
‘12-’14 ’18-’19 ’20+ ’16-’17
SMB
ENT, Mid Market
31 2015
27 2015
2x The impact of SSI
New clients
Meetings secured
Opportunities generated
#SalesConnect
How can you seize the opportunity?
Measurement Education Executive Alignment
#SalesConnect
Social Selling Heroes
Executive Alignment
Measurement Education
#SalesConnect
VP Global Sales Enablement and Programs, PTC
"IOT is new to the world and new to us. Speed is king. We needed to deploy social selling now. We couldn't afford to wait six months."
Executive Alignment
#SalesConnect
VP Global Sales Enablement and Programs, PTC
"Our corporate strategy is enabling smart connected products for competitive differentiation. Our team personalized it to get executive alignment - social selling is smart connected reps for competitive differentiation."
Executive Alignment
#SalesConnect
VP Global Sales Enablement and Programs, PTC
"We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline." Executive
Alignment
#SalesConnect
Senior Director, GCO Sales Tools and Technology, SAP
"Social selling is the biggest single change to the SAP sales strategy in the last 10 years by an order of magnitude."
Education
#SalesConnect
Education
Senior Director, GCO Sales Tools and Technology, SAP
"I was going to be either the hero or villain. Someone has to take a risk to make things happen."
#SalesConnect
Education
Senior Director, GCO Sales Tools and Technology, SAP
"You have to customize the training, embed it in your overall training, and make sure to focus on middle managers."
#SalesConnect
Education
Senior Director, GCO Sales Tools and Technology, SAP
"We have seen massive ROI. I just learned of a half million dollar deal in Asia Pacific where a prospect reached out to our SAP rep through LinkedIn."
#SalesConnect
Senior Social Media Manager – EMEA, Symantec
“Measuring our social selling is critical to justifying our ROI. SSI is at the core of what we do.” Measurement
#SalesConnect
Senior Social Media Manager – EMEA, Symantec
"We always combine SSI with actionable intelligence. If you only provide data it is just another number, it won’t change the mindset. You have to tell teams what specific actions to take."
Measurement
#SalesConnect
Social Selling Heroes
Executive Alignment
Measurement Education
#SalesConnect
The Chasm
Early Majority Late Majority Laggards Innovators and Early Adopters
#SalesConnect
Get your Social Selling Index
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