Raising Front LIne Sales Managers Coaching Proficiency at DNB

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

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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

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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

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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


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The starting point for measured coaching quality was eye-opening


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.

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The Playbook focuses us on the high performance coaching activities that correlate to sales performance


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.

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The D&B Coaching Playbook


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The Sales Call Evaluation


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

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“Your manager is very specific when talking to you about ways to improve your skills”


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

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“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?”

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Coaching quality results


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.

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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


• 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

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Business results


• 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

[email protected]://slsm.gt/ai

Dun & Bradstreet

[email protected]://slsm.gt/ak

Vice President, Technology Market

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@SMAssociation

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Documents

Raising Front LIne Sales Managers Coaching Proficiency at DNB