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Death of the B-to-B Sales Rep?
Jim NinivaggiPractice Director, Sales Enablement
[email protected]@[email protected]
Dan Sixsmith
VP, Value Consultant
[email protected]@AlineanROIwww.alinean.com
The Mythology of B-to-B Buying?
67%
57%
One Million
of decision cycle completebefore sales reps are engaged (CEB)
of the buyer's journey is now done digitally (SiriusDecisions)
B2B sales reps will lose their jobs by 2020(Forrester)
2015 B-to-B Buying Study
Buyer Role Types (self-identified)Decision makers………………….... .46%Influencers……………………………..54%
Purchase Occurrence<30 Days………………………………..51%<90 Days………………………………..35%<180 Days……………………………...14%
Previous ExperienceNovice…………………………………….14%Experienced…………………………… 86%
1,005
Total Responses
Less Than $50M
$50M-499M
$500M-999M
$1-3B
$3B Plus
26%
22%
19%
18%
15%
70%
30%
A proprietary survey where responses were collected via a rigorously qualified panel of b-to-b executives; all respondents are verified
IndustriesHealthcare 8%
High Tech 20%
Information Services 10%
Manufacturing25%
Media/Ent 2%
Retail 3%Telecomm 4%
Other 7% Automotive 2%
Government2%
Financial14%
Transportation 1%
Higher Ed 2%
The Process of Decision Making?
Decision is made that there is a reason for change
Decision is made on the approach on how to change
Decision is made on the vendor of choice
Education SelectionSolution
Period of Status QuoThe buying entity is not a current client of any provider
Period of Competitor ExperienceThe buying entity is a current client of a competitor
Period of Customer ExperienceThe buying entity is a current client
Why?Why?
How?How?
Who?Who?
SiriusPerspective: Decision making is a cognitive process defined by psychologists as the selection of a course of action from multiple alternatives.
IndependentAgreement
among Individual(s)
Less than $50K Less than8 Weeks 1-2 1-2
ConsensusAgreement across teams, functions or departments
$50-$500K1-2
Quarters (but no more)
3-4 3-5
CommitteeAgreement at the executive
leadership level$500K-
$Millions 1-2
Quarters (or more)
5 (or
more)6-10
(or more)
Types of B-to-B Buying Scenarios?
Source: SiriusDecisions 2015 Buying Study
Scenario Decision Orientation
Typical Price Range
TypicalTimeframe
Buying Centers Colleagues
B-to-B buying behavior clusters into three types of scenarios that must be considered when designing a go-to-market strategy.
Digital vs. Sales Reps?
Source: SiriusDecisions 2015 Buying Study
68 9
5
6
8
CommitteeConsensusIndependent
B-to-B Buyer Interactions Non-Human
Human
SelectionSolutionEducation
Sales Rep Interactions
49%
62%67%
42%
56%55%
38%
53%54%
Inde
pend
ent
Cons
ensu
s
Com
mitt
ee
Inde
pend
ent
Cons
ensu
s
Com
mitt
ee
Inde
pend
ent
Cons
ensu
s
Com
mitt
ee
Percentage of the 1,005 respondents who reported that they or someone from their organization received information from the sales representative from the winning provider organization (vendor) to help inform their decision at that phase.
The Influence of Sales Reps?
Education
Q. You said you met with a representative from the winning provider at this phase. What was the impact of the interaction with a sales representative from the winning provider?
Source: SiriusDecisions 2015 Buying Study
Not only do buyers interact with a sales representative in all phases of the decision-making process, but those interactions are also positive.
Solution
Selection
Very Positive
Somewhat Positive
Sales Reps Value Compared to Other Team Members?
Source: SiriusDecisions 2015 Buying Study
Most Impactful Content? Q. What do you recall were the content assets that you or your colleagues considered meaningful or impactful during each phase?
0.33 0.33
0.27 0.26
0.18 0.18 0.17 0.16 0.150.13
0.11 0.1 0.09 0.08
Salespresentation
Analystreport
Casestudy
Articles/publications
Staticbrochure
Promotionalvideo
Interactivebrochure
None ofthe above
Infographic Blogpost
Webinarreplay
E-book PodcastWhitepaper
Source: SiriusDecisions 2015 Buying Study
Up & Coming – Interactive & Value Centric
Dynamic White Papers
Diagnostic Assessments
ROI / TCOCalculators
InteractiveInfographics
Dynamic Storytelling
Top Challenge for Sales Quota Performance?
Enough Leads?
Social Selling Capability?
Sales Training?
Top Issue: Articulating Business Value
SiriusDecisions - 2014
Product Knowledge?
Make Sales Reps More Valuable?
Traditional Sales & Marketing
Prospects
ValueProduct
Value Messaging Value Tools Value Training& Coaching
Productivity / ProcessImprovements
Revenue GrowthRisk Avoidance
StrategicTactical
Indirect
Direct
Cost Savings
+ +
Death of the B2B Sales Rep?
Jim NinivaggiPractice Director, Sales Enablement
[email protected]@[email protected]
Dan Sixsmith
VP, Value Consultant
[email protected]@AlineanROIwww.alinean.com
