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1© 2016 The Sales Management Association. All rights reserved.
Sales Force Productivity Conference ● 24-26 October 2016 ● Atlanta Ritz-Carlton Buckhead
CASE STUDY: RAISING FRONT-LINE MANAGERS’ SALES COACHING PROFICIENCY AT DUN & BRADSTREET
Presented by :
EVERETT HILL, Catalytic Advisors
WAYNE SILVERMAN, Dun & Bradstreet
2Sales Force Productivity Conference© Copyright 2016 The Sales Management Association. All rights reserved.
OUR PRESENTERS
EVERETT HILL
Catalytic Advisors
Everett is founder and president of Catalytic Advisors. Prior to that, he held senior executive positons in sales and general management at several well-known companies including Coca-Cola Enterprises, Rohm & Haas, Hostess Brands and DuPont.
WAYNE SILVERMAN
Vice President, Technology Market
Wayne has 25 years of sales and sales leadership experience, including executive roles in firms ranging in size from start-ups to the Fortune 250.
President
Dun & Bradstreet
3
Nearly two centuries of helping businesses grow their most valuable relationships
SPARKED THE BUSINESS INFORMATION
REVOLUTION
NETWORK OF TRUSTED CORRESPONDENTS
SOURCE OF RELIABLE, CONSISTEN CREDIT
INFORMATION
ONE OF THE LARGEST, MOST ACCURATE CONTACT DATABASES
MORE THAN 250 MILLION COMPANY RECORDS
ONE GLOBAL COMPANY DELIVERING INDISPENDABLE CONTENT
Then Now
4
65,000 variables tested for custom
analytics
4.3 MILLION OSHA investigations on
commercial entities
Ethics ratings for 2 MILLION businesses
310 elements in risk & marketing
archived data
121 MILLION active businesses
globally25 YEARS
of bankruptcy coverage
10 BILLION updates to our global business
universe in 18 months
4 BILLION Inquiries on
businesses per year
18.3 MILLIONorganizations linked
into 4.5 million family trees globally
181 MILLION public filings in D&B’s Public
Records Database
Over 30,000 unique data sources feed into
the D&B database
42 MILLION premium business contacts in U.S.
5 MILLIONtransactions per day processed by D&B’s Intelligence Engine
353 MILLION purchase transactions representing $461 BILLION in spend
300 MILLION job postings from over 3.5 million businesses
incorporated into predictive insight data
3 BILLION routable IP addresses, 6 MILLION unique websites, and 1 BILLION corporate
sub-domains
Supported by the Most Comprehensive Global Content
80 detailed-level trade variables produce
proprietary derived attributes
95 MILLION unique supply chains mapped
through D&B’s network discovery process
5
Our PurposeDun & Bradstreet grows the most valuable relationships in business by uncovering truth and meaning from data.
6
Why did we focus on high performance coaching?
Raising Front-Line Managers’ Sales Coaching Proficiency
• It drives more effort• It makes the effort more effective
Addphotos/graphics
7
Our coaching process journey involved four elements
1. Measure: Evaluated current coaching quality by surveying the sales team August 2015
2. Educate & Train: Share research about high performance coaching, and how to do it
3. Implement & Execute: Monthly implementation and strategy sessions
4. Playbook: Cloud platform that provides the coaching tools, cadence, and metrics that drive high performance coaching
Raising Front-Line Managers’ Sales Coaching Proficiency
8
The starting point for measured coaching quality was eye-opening
Raising Front-Line Managers’ Sales Coaching Proficiency
August2015
Managerisexcellentcoach 66%
Managereffectiveatmotivatingtogreatersales 70%
1:1meetingsarebeneficial 71%
Mymanager’sfeedbackhelpsmesellmore 60%
Youfindgreatvalueinteammeetings 68%
Managerunderstandswhoyouareasaperson 58%
When we started, our overall coaching quality score was 62.
9
The Playbook focuses us on the high performance coaching activities that correlate to sales performance
Raising Front-Line Managers’ Sales Coaching Proficiency
Activity Cadence
1-to-1meetings Every otherweek
Teammeetings Monthly
Jointcalls Every repvisit
Sales callevaluations Quarterly
Careerdevelopment discussions Annually;Quarterly review
These are real-time measurements, not lagging indicators.
12
82%89%
78%84% 81%
70%
80%
62%70% 68%
ExcellentCoach FindGreatValueinTeamMeetings
HelpsProgressTowardCareer
Goals
ExcellentatRecognizingand
RewardingAchievements
AtTheirBestInStressfulSituations
95%orhigher 94%orlower
Coaching quality correlates strongly to performance
13
“Your manager is very specific when talking to you about ways to improve your skills”
Raising Front-Line Managers’ Sales Coaching Proficiency
33%
67%
0% 0% 0%0%9%
25%
58%
9%0% 0%
20%
44%36%
StronglyDisagree
Disagree Neutral Agree StronglyAgree
0to6 7to8 9to101 to 6
14
“The feedback your manager provides on your sales skills helps you sell more”
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
StronglyDisagree
Disagree Neutral Agree StronglyAgree
D&B2015 D&B2016
15
0%
20%
40%
60%
80%
100%
9or10 8orlower
Managers≥95%tosalesgoalYTD
“How do you rate your manager’s overall skills as a sales manager?”
16
Coaching quality results
Raising Front-Line Managers’ Sales Coaching Proficiency
2015 2016
Managerisexcellentcoach 66% 75%
Managereffectiveatmotivatingtogreatersales 70% 82%
1:1meetingsarebeneficial 71% 84%
Mymanager’sfeedbackhelpsmesellmore 60% 73%
Youfindgreatvalueinteammeetings 68% 85%
Managerunderstandswhoyouareasaperson 58% 75%
In ten months, measured coaching quality increased from 62 to 75.
17
Where we’re going next: when should we coach?
0%
10%
20%
30%
40%
50%
60%
SalesLeader1 SalesLeader2 SalesLeader3 SalesLeader4 SalesLeader5
Discovery SolutionDefinition Proposal Negotiation Closing
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Business results
Raising Front-Line Managers’ Sales Coaching Proficiency
• US revenue growth went from flat to +9%
• Client retention rates are high
• People want to be part of the team
• My team feels
Ø Challenged/accountableØ LiberatedØ CreativeØ Inclined to collaborateØ They have a leader who will fight for them internally and externally
19
Business results
Raising Front-Line Managers’ Sales Coaching Proficiency
• US revenue growth went from flat to +9%
• Client retention rates are high
• People want to be part of the team
• My team feels
Ø Challenged/accountableØ LiberatedØ CreativeØ Inclined to collaborateØ They have a leader who will fight for them internally and externally
“The data makes the difference.”— Bob Skea, Head of Americas Sales
Sales Force Productivity Conference© Copyright 2016 The Sales Management Association. All rights reserved.
Q & A PLEASE BE SURE TO SPEAK INTO THE MICROPHONE. WE’RE RECORDING!
EVERETT HILL WAYNE SILVERMAN
President
Catalytic Advisors
everett@catalyticadvisors.comhttp://slsm.gt/ai
Dun & Bradstreet
silvermanw@dnb.comhttp://slsm.gt/ak
Vice President, Technology Market
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