Enterprise and commercial sales double presales demo

capacity and increase digital engagement by over 300%

with intelligent demo automation.

Impact at a Glance

28,000 DemosApproximate AnnualPresales Capacity:

Before After

56,000 Demos

9 mins

< 10%Digital Engagement Rate: 25%

Average Digital Engagement:

Seller Adoption by Tool

< 3 mins

33%Stakeholder Discovery Rate: -

SAP Concur is operating at 200% of pre-Consensus capacity without increasing head count.

Some demos are now achieving an average engagement of 40%.

3x the engagment of other sales video platforms.

Of buyers that engage with digital content, one in three was a previously unknown stakeholder that was discovered through Consensus.

IntroductionAbout SAP ConcurSAP Concur is committed to reinventing travel, expense, and invoice management with tools that simplify everyday processes and create better experiences. We solve big problems, small problems, and problems you didn’t know you had. We turn the di�cult into simple, make the unknown known, and put an end to tedious tasks. We are relentless in our pursuit of what’s possible as we continuously develop new ways to automate and integrate processes that use emerging technology. As part of the larger SAP family, and through our experience, expertise, and partnerships, our solutions help every business run its very best.

https://www.concur.com/en-us/about-concur

SAP Concur has over 7,800 employees and is part of SAP which has over 95,000 employees.

Executive Source

Brian Oehling, Senior Director of Digital Transformation was both the project owner and source for this case study.

https://www.linkedin.com/in/brianoehling/

About ConsensusSales engineers struggle with increasing demand for demos. Consensus is demo automation software that makes it easy to create, send, and track interactive demos that the sales team sends out on-demand. Consensus personalizes the experience and tracks engagement, bringing prospects to live demos better educated and ready to talk speci�cs.

Learn more at goconsensus.com.

ChallengesThe Call to ScaleThe General Manager at SAP Concur issued a challenge to all departments to �gure out how to scale the business. This was particularly problematic for the presales teams, who traditionally rely upon personal, and often highly technical customer interactions to perform their function. Presales leadership quickly realized that true scale that breaks lockstep with department headcount can only be achieved through digital assets.

Slow Outsourced Content CreationBrian Oehling, Senior Director of Digital Transformation: We didn't have the skills inter-nally, and so we worked with an external �rm to train us on how to produce that content with the intent to eventually do that going forward ourselves. We produced �ve videos to pilot our digital transformation. Working with an external vendor it took us about two to three months over the phone to learn how to go through that pre-production stage. Then we spent about two or three days at that vendor who trained us on the next step, which is the production stage. We

had some on-screen talent and they had a studio where we could record and that took about two to three days. So it took about two to three months to go through that process of creating video assets.

Low Customer EngagementWith previous video sales platforms, sales teams struggled to get customers to open and engage with the content. Concur quickly learned that creating a digital sales experience that resonnates with customers takes more than sending them standard video assets.

Low Seller AdoptionSales teams, and especially senior sales performers, were reluctant to begin using digital assets.

Oehling: One of our very senior sales reps said to me, “Brian, I am not using video. Hell will have to freeze over before I start using [video assets]. I’m good. I deliver quota.” And granted, she did deliver quota, she’s amazing.

SellerAdoption

SCALE CustomerEngagement

Oehling: We learned that we had to be very direct around what scale meant, so we created this formula in terms of helping us think about it:

ImplementationContent ArchitectureOehling: We took a couple of the top solutions consultants in our career path and ask them to dissect our intelligent Spend Management solution into small bite-sized chunks of content two to three minutes in length, and then take our demo and build a library of content to get that full breadth and depth of value that we deliver.

The 6 Demo TypesOehling: Content should be targeted for the sales stage in which you’re delivering it. Having a framework like this will really help you be more

e�cient and more e�ective as you determine what needs to be produced. We did not have this intelligence when we started but we de�nitely have applied it and put our own lessons learned into this and we validated a lot of our experience with the statistics that we've seen.

The key is to leverage a framework and bring those assets into a single repository so you can continue to see what works or doesn't work. Try to avoid the video asset or content sprawl that seems constant in every organization.

The 6 Demo Typesby Garin Hess, Founder & CEO of Consensus

Implementation (cont’d)High Production Value vsTransparency and AuthenticityOehling: The deeper you go in the sales funnel the longer your engagement can be on an interactive demo. We have found that two of the top �ve producing videos in our library are live demos that we recorded. Those two are about 20 minutes in length - and they are the top producing assets in our library? That's because our sales reps are are delivering that right around the demo stage. Length is something that you should decide as a presales organization not the sales rep.

What to AutomateOehling: You're not going to produce videos for every single piece of subject matter expertise you deliver. You have to determine how you're going to prioritize what content to produce. Repetitive conversations that you have all the time are great conversations to digitize and to put into a video format.

10 VideosOehling: With just 10 videos we were able to deliver 1,000 interactive demos in a month to our market. So that was a big milestone for us.

60 VideosOehling: We realized we really needed to create some sort of tagging and naming conventions for our content so that as a sales rep, when I’m trying to deliver a given type of demo, I can easily �nd that content. We use sales stage, the

product, the segment, and the market in our naming conventions of our assets so our sales reps can go out there and easily �nd content.

Also, we still hade some pockets of fence sitters out there, a couple of saboteurs, so we brought the con�guration of the platform in alignment with our sales adoption and our reporting sta� strategies.

Customer Engagement and SharingOehling: We have found that one in four buyers engage with our content. Of those buyers that engage with our content about one in three are new stakeholders that we didn't know about in our political maps within our deals - new business decision makers and in�uencers.Our buyers engage in about two to three videos in a Consensus demo; that’s roughly nine minutes of engagement. With [our previous video solutions] we were lucky to get a buyer to watch one three minute video. Now we're seeing so much more because I am in control, as the buyer, and I can enable myself with what's important to me.

Some demos are getting more engagement, around 40%. That’s crazy town.

ScaleOehling: We can deliver roughly about 28,000 demos in a year with our human presales capacity. When you take digital and add that, it extends that by 100%.

“One of our very senior sales reps said, “Brian, I'm

not using video. Hell is going to have to freeze over

before I start using this solution. I'm good. I deliver

quota.” And she did she's amazing. But I'll tell you

that hell has frozen over. Last year she reached out

and said, “All right, I get it. Everybody around me is

using this and I'm seeing it accelerate their deals. It

helps out with conversions. It drives deeper

engagement in that funnel. It actually delivers on

those promises. And so I want you to train me so I

can use this.” So I'm happy to announce hell has

frozen over with senior sales reps.”

-Brian OehlingSenior Director of Digital Transformation