How to Build a Sales Readiness System to Fuel Growth

Build a Sales Readiness System to Fuel Growth

How to…


Mike Kunkle

Sales Readiness Consultant for Brainshark

Sales Transformation Strategist

Sales Transformation Straight Talk™ with Mike Kunkle


What

• Sales Enablement Straight Talk with Mike Kunkle webinar series

Why

• Provide you with the latest thinking and actionable ideas to

transform sales results

How

• Solo webinars, guest speakers, Q&A, taking requests, follow-up

conversations

When & Where

• Mid-month, Wednesday at 2 pm Eastern, every month, here on

SMM Connect (http://bit.ly/STSTonSMM)

Your Sales Transformation Straight Talk Series

with Mike Kunkle

http://bit.ly/STSTonSMM


Your Host

Mike Kunkle

Sales Readiness Consultant

Brainshark

&

Sales Transformation Strategist

forcefield ::Sales:: performancea mike kunkle company

Follow Mike & His Content

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with Mike Kunkle

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http://www.transformingsalesresults.com/

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http://bit.ly/MikeKunklePublisher

https://twitter.com/mike_kunkle

http://www.slideshare.net/MikeKunkle

https://plus.google.com/+MikeKunkle


Our Plan for Today

• Discuss the problems we all face in

transforming our sales forces

• Define sales readiness in a

meaningful, practical way

• Share what it really takes to build a

“Sales Readiness System” that fuels

growth

• How to apply the system to Sales

Onboarding and to maintain readiness

for your entire sales force


What We’re All Up Against


It’s not easy to properly select, prepare, manage, lead or change a sales force:

• 61% of new salespeople take at least 7 months to ramp up

• 43% of sales reps miss quota

• 25.5% of forecast opportunities end in “No Decision”

~ Source: CSO Insights (see http://bit.ly/cso2016)

• Hard to get time out of the field for training

• Difficult to get frontline managers’ attention

• “Flavor of the month” detracts from focused execution of initiatives

• Sales turnover is at a 5-year high

What We’re All Up Against

http://bit.ly/cso2016

http://bit.ly/cso2016

https://www.radford.com/home/insights/articles/2016/turnover_rates_for_sales_employees_reach_a_five_year_high.asp


Sales Readiness, Defined


Sales Enablers:

• Of all the things in your span of

control, this has the best chance of

transforming sales results.

Sales Leaders:

• If you don’t ensure your sales force

and managers are truly ready, your

other performance initiatives will fail.

Sales Readiness


Definitions & Functional Alignment

Sales Performance

Sales Enablement

Sales

Readiness

Sales PerformanceThe coordination and collaboration of Enablement and Readiness

with the other elements of the sales performance ecosystem to

support the customer life cycle.

Sales EnablementA strategic, cross-functional discipline designed to increase sales

results and productivity by providing integrated content, training,

and coaching services for salespeople and frontline sales

managers along the entire customer’s journey, powered by

technology.

Sales ReadinessThe preparation of the sales force to effectively use what the

Sales Enablement team has created or coordinated, cross-

functionally, using the technology they provide.

http://www.mikekunkle.com/wp-content/uploads/2015/02/sales-performance-ecosystem.png

http://i0.wp.com/www.mikekunkle.com/wp-content/uploads/2015/03/How-to-align-the-SPE-to-CL.png


Sales Force Effectiveness Sales Process

Sales Methodology

Lead Management

Opportunity Management

Strategic Account Management

Performance Management

Sales Force Strategy Quota Setting

Sales Force Sizing

Sales Force Structure

Territory Design

Sales Compensation

Channel Management

Marketing Alignment Products | Pricing

Lead Generation

SEO/SEM

Campaigns | Promotions

Marketing Automation

Social Media

Content Marketing

Sales Operations CRM/SFA

CPQ

Legal Review/Contracting

Sales Analytics/Reporting

Resource Allocation

Deal Analysis

Win/Loss Analysis

Sales Talent Management Selection

Onboarding

Product Training

Sales Training

Sales Coaching

Business and Financial Acumen

Staying Current and Updated

Professional Development

Sales Enablement Buyer Personas

Buyer Journey Alignment

Sales Messaging

Content Usage

Sales Support/Technology Tools

Mike Kunkle

Sales Performance Ecosystem

http://creativecommons.org/licenses/by-nc-nd/3.0/


Sales Force Effectiveness Sales Process

Sales Methodology

Lead Management

Opportunity Management

Strategic Account Management

Performance Management

Sales Force Strategy Quota Setting

Sales Force Sizing

Sales Force Structure

Territory Design

Sales Compensation

Channel Management

Marketing Alignment Products | Pricing

Lead Generation

SEO/SEM

Campaigns | Promotions

Marketing Automation

Social Media

Content Marketing

Sales Operations CRM/SFA

CPQ

Legal Review/Contracting

Sales Analytics/Reporting

Resource Allocation

Deal Analysis

Win/Loss Analysis

Sales Talent Management Selection

Onboarding

Product Training

Sales Training

Sales Coaching

Business and Financial Acumen

Staying Current and Updated

Professional Development

Sales Enablement Buyer Personas

Buyer Journey Alignment

Sales Messaging

Content Usage

Sales Support/Technology Tools

Mike Kunkle

Sales READINESS Overlay

The “HOW TO”



Building a

Sales Readiness System


“Put a good performer in a bad system, and

the system wins almost every time.”~ Geary Rummler, founding partner of Performance Design Lab

and co-founder of The Rummler-Brache Group

Sales Readiness: A Tale of Two Systems

http://www.performancedesignlab.com/geary-rummler-founder

https://www.rummlerbrache.com/geary-rummler


Mike Kunkle

Sales Readiness: A Tale of Two Systems

Content

Integration Alignment

Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Effective Learning System

1. Effective Selling System

2. Effective Learning System



Effective Selling System • Ensure market and buyer persona knowledge

• Align sales process to buying process with

decision/exit criteria

• Create buyer engagement content that aligns with


• Use sales enablement tools to manage, share, and

track content and improve sales efficiency and

effectiveness

• Use a buyer-oriented, consultative, solution-focused,

outcome-driven sales methodology

• 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

• Use analytics to track training, content, sales

behavior, and outcomes.


Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Mike Kunkle










effectiveness










Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Mike Kunkle










effectiveness










Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Mike Kunkle










effectiveness










Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Mike Kunkle










effectiveness










Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Mike Kunkle










effectiveness










Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Mike Kunkle










effectiveness










Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Mike Kunkle



Effective Selling System


Analytics

Buyer Personas

Buying Process &

Exit Criteria

Buyer Engagement

Content Creation

Sales Process &

Methodology

Sales Enablement

Technology

Market &

Business Acumen

Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle



• Ensure content matters

• Design great learning

• Engage managers

• Sustain knowledge/transfer skills

• Coach to mastery

• Measure for success

• Manage performance

• Lead & manage change


https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training

Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle






• Engage managers








Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle






• Engage managers








Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle






• Engage managers








Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle






• Engage managers







https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-trainingMike Kunkle

Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design






• Engage managers








Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle






• Engage managers







Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle







• Engage managers








Content


Change

Managers

Transfer

Perf. Mgt.

Measures

Coaching

Design

Mike Kunkle




Sales Readiness Ecosystem (One Example)

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.

Brainshark Prepare Tab

Brainsharkfor Training

Brainsharkfor Coaching

+ +

Train, Assess,

Track

Validate,

Coach

Transfer

Support

Sustain, GuideInside Sales

“Game Film”

Field Sales

“Game Film”

SAM

Content/Context

Buyer Engagement

1 3

2

4

5a

5b

6

Training Content /

Sales Methodology

Provider


START


Execution Advice


Sales Manager Enablement

Good News

• Frontline sales managers are the key

to making your systems work

Bad News

• Frontline sales managers are the key

to making your systems work

Sign in Dentist’s office:

“There is nothing the Dentist can do

that the Patient cannot undo.”


• Remove barriers to FLSM

engagement

• Implement a proven-effective

Management Operating Rhythm

• Master Sales Hiring

• Master your Sales Process and

Sales Methodology

• Master your CRM and Tools

• Master Sales Analytics and the

ROAM Method

• Develop Sales Coaching Skills

Sales Manager Enablement

© CloudCoaching International:

http://www.cloudcoachinginternational.com/ptg.html

http://salesleadershipblog.sellingpower.com/2016/12/28/make-2017-year-sales-manager-enablement/?ref=mkunkle

http://www.cloudcoachinginternational.com/ptg.html?ref=mkunkle

https://www.brainshark.com/campaigns/lp/demand-webinar-upgrade-your-mindset-and-methodology-drive-breakthrough-sales-results?ref=MKSMM01182017

https://www.brainshark.com/campaigns/lp/demand-webinar-training-coaching-equals-greater-sales-productivity?ref=MKSMM0182017

https://www.brainshark.com/campaigns/lp/webinar-maximizing-sales-training-roi?ref=MKSMM01182017

http://www.cloudcoachinginternational.com/ptg.html


It’s about alignment…

• Put the Effective Selling System in place organization-wide

• Get frontline sales managers into a management operating rhythm and enable them

• Protect learning investments with an Effective Learning System• Sales onboarding

• Continuous learning / Ongoing development

• Sales Manager Enablement

• Staying current and updated

• Best-practice sharing / Informal learning

Putting It All Together


Read Brainshark’s ebooks to learn

more about improving your team’s

Sales Readiness:

• Why Sales Readiness is Critical to

Growth in 2017

• 22 Tips for Better Sales Readiness

Ebooks on Sales Readiness

http://bit.ly/SRC2Growth-MK

http://bit.ly/22TipsSR-MK



http://bit.ly/SRC2Growth-MK



For more information:

Contact Mike: www.linkedin.com/in/mikekunkle

Contact Brainshark: www.brainshark.com/contact-sales

Upcoming SMM Connect Webinars: http://www.smmconnect.com/

Archived SMM Connect Webinars: http://www.smmconnect.com/recordings

THANKS for your time and attention!