The future of sales: The best buyer - B2B...

The future of sales: The best buyer experience wins

Louis JonckheereCo-Founder & Chief Product officer

The Sales and Marketing Success Platform

Bridging the gap between sales and marketing. Enabling sellers to deliver a better buying experience

MARKETINGSALES

Improve marketing impact in the sales channel and increase sales productivity

BUYER

Marketing effectiveness

Salesexcellence

Analytics Insights

MARKETING SALES

Welcome to the experience age

Companies stage experiences whenever they engage customers in a personal, memorable way

89% of consumers make buying decisions based on experience, ahead of price and product

6 years ago that number was 12%Source: Forrester 2017

Convenience

Exceptional value

Winners of today, and tomorrow

For reference: this is slide 18

90% of B2B companies expect customer experience to be the next battleground

Gartner 2017

Meet the traditional salesperson

70% of buyers don’t feel a sales rep adds value*Accenture, 2017

Meet the traditional salesperson

Bad experience!

B2B marketing & sales has evolved

MAD MEN ERA1960-2000

Generate brand Raise awareness

Success: commercial views & billboard

B2B marketing & sales has evolved

MAD MEN ERA1960-2000

LEAD-GEN ERA2001-2016

Generate brand Raise awareness

Success: commercial views & billboard

Generate leadsSuccess: lead volume/quality caused Sales &

Marketing divide

B2B marketing & sales has evolved

MAD MEN ERA1960-2000

LEAD-GEN ERA2001-2016

EXPERIENCE ERA 2017-…

Generate brand Raise awareness

Success: commercial views & billboard

Generate leadsSuccess: lead volume/quality caused Sales &

Marketing divide

Generate growthSuccess: Growth % + LTVBrings Sales & Marketing

back together

It is not about how you want to sell

Empowering sales and marketing to sell the way buyers want to buy.

CustomerValue

Customer centricity

CustomerExperience

Customer Centricity

CustomerLifecycle

Convenience is the new loyalty

Do you still need salespeople?

Com

plex

ity o

f offe

ring

Complexity of decision makingSimple Complex

Complex

Let’s start with the order takers

Com

plex

ity o

f offe

ring

Complexity of decision makingSimple Complex

Complex

Order takers will be replaced by automation

Com

plex

ity o

f offe

ring

Complexity of decision makingSimple Complex

Complex

Because it’s more convenient to talk with a chatbot

The death of the traditional salesman

Com

plex

ity o

f offe

ring

Complexity of decision makingSimple Complex

Complex

Long live the Salesman!

Explainers Consultants

Navigators

Com

plex

ity o

f offe

ring

Complexity of decision makingSimple Complex

Complex

The death of the traditional salesman

Explainers Consultants

Navigators

Com

plex

ity o

f offe

ring

Complexity of decision makingSimple Complex

Complex

Sales reps are not successful anymore

For reference: this is slide 18

Delivering a better B2B experience

20172016 20182010 2011 2012 2013 2014 2015 2019

% o

f re

ps

ach

ievi

ng

qu

ota

#1 Inability to articulate value#1 Poor value communications71% reps don’t have the knowledge

58.1%63.0%

58.2%

54.6%

$43.9B$23.9B in CRM

$20B in Sales Training

50.8%

What makes a B2B buying experience great?

For reference: this is slide 18

Delivering a better B2B experience

Having sales reps that are smart and informed(71% of sales does not have enough knowledge to convince a buyer) -> Replace by CEB quote

Sales reps that can engage conveniently with the modern buyer(Add CEB quote)

What makes a B2B buying experience great?

Delivering a better B2B experience

Sales

Having smart, informed sales reps

70% of the sales reps don’t add value in the sales process

Accenture, 2017

What makes a B2B buying experience great?

For reference: this is slide 18

Delivering a better B2B experience

BuyersSales

Having smart, informed sales reps

70% of the sales reps don’t add value in the sales process

Accenture, 2017

Capable of engaging with the modern buyer

79% of buyers are overwhelmed by the

buying process CEB, 2016

It’s all about the conversation

• Standard conversation• Feature-driven• Product • Price• Rep-focused

• Personalized conversation• Value-driven• Insights• Consultative• Buyer-focused

The old sales conversation The new sales conversation

4 pillars that will change sales forever

Sales & Marketing content

Sales Communications Data intelligence

Artificial intelligence

Artificial intelligence to augment the sales rep

Content

29%Of the Marketing budget

goes to content creations

70%of content is never used

Nobody uses marketing content

This is why..

Organize your content around sales conversations

● Organize and distribute content based on sales conversations

● Implement personas, product types, solutions, languages ...

● Allow marketing to stay in control

And go beyond the powerpointHow 99% of sellers engage with the buyer today: PPT

Why does PPT s*ck for sales conversations?

It only serves as a crutch If you give PowerPoints to your sales teams, they will read slides – and not learn the pitch. They will talk at the customers, not converse with them.

It is linear The customer does not think like you. And did we mention the buying team?

It sets an agendaIn today’s sales meetings, do we really follow agendas?

Too easy to customize Can destroy your narrative / message

Deliver guided selling solutions for your reps

Deliver content in smart visual selling experiences

And let the content find the sales rep

Sales Engagement

Field sales - Augmented realityDelivering presentations

Field sales/service - Augmented reality

Field sales/service - Augmented reality

Inside sales - Live Transcription & recommendations

Data intelligence

Understand how content is used by sales

Understand what reps are saying

Understand how customers are engaging

Connecting all the dots will lead to..

Artificial intelligence

What does a sales rep do?

Selling time

Management

Meetings

Research

Other

Source: Accenture

Automation for increased productivity

Selling time

Management

Meetings

Research

Other

Source: Accenture

What Machines will take over

Focusing on the right leads: Conversica

Automated scheduling: X.ai

Increase the effectiveness of your selling time

Selling time

Management

Meetings

Research

Other

Source: Accenture

Understanding your conversation partner: Cogito

Knowledge / content recommendations - Showpad

And what about the Sales rep?THE HUMAN INTERFACE

EMOTION

Empathy Creativity

Passion

Empathy

Computers personalize,

humans make it personal.

Passion

Computers deliver,

humans over-deliver.

Creativity

Computers predict,

humans surprise.

Thanks!

Louis JonckheereCo-Founder & Chief Product officer