PowerPoint Presentation
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Observed a Sales Meeting?How many months since you last
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If so, you may beFLYING BLIND
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Death by PowerPointHow Deal Enablement Can Avert Messaging
Breakdowns Once You Get The Meeting
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It. Was. Awesome.Right after the meeting, the sales team tells
you
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You Hear NothingAnd yet, for weeks afterward
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Sound Familiar?
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BLACK HOLEYou may have fallen into theof Content MarketingPOORLY
PREPARED SALES PRESENTATIONS
I Would Go it AloneMy entire career,
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To make an impact I wasConstantly Burning Both Ends
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Too often, it felt like Pushing a (Big) Rock Up a (Big) Hill
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Feb 2015: Things Were About to Change
A Chance to Do Things Differently
Retail Technology SolutionsAverage Sales Cycle ~190 DaysAverage
Selling Price ~$750,000Targets: CIO, CMO, CEO, COO
Launched (via Spin-Off from Epicor) June 2015
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We Dug InTo establish our brand and build demand,
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Target PersonasWe identified and defined our
Customer JourneysWe carefully mapped our
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Content MapsWe created detailed
SHAREDRESOURCES
CORPORATECULTURE
PRODUCTNEWS
SOCIALMEDIA
RESOURCES
COMPANYINSIGHT
PRODUCTUPDATES
BLOG
THOUGHTLEADERSHIP
CASESTUDIES
PRODUCTDETAILS
WEBSITE
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Content LibraryAnd we assembled an expansive
An Engaging Web Site
An Active Blog
A Diverse and Growing Social Presence
High-Impact Thought Leadership Assets
A Comprehensive Collateral Collection
Deep Commitment to Our Community
Professional Presentation ToolsCorporate Solution Industry
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Pipeline Began to GrowFairly quickly, our
Nurture leads throughout the funnelWe had enough content to
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Or maybe not...
Getting Caught in the FunnelToo many opportunities were
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Identified Two SuspectsUpon closer inspection, we
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60,000
Personalize PresentationsThey were using all that airplane time
toon the way to THE meeting!
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Again.
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The Sales Team Had Done it to Me
#SlidesOfShame
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Theyre Like WeedsThe problem with bad slides?
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Popping Up EVERYWHEREPretty soon, they start
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This is a DEAL CLOSING slide
I mean,Really??
???
Bad Slides?The biggest problem with
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Bad ContentStruggle to overcome#B2BMX
Even the best speakers
Lostor IgnoredOur value message was getting
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Struggling to Close DealsAnd we were consistently
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Shake ThingsUp a BitClearly, it was time to
We Set Up a Test LabNew company, new tricks:Scalable, Repeatable
and EffectiveCould we create a deal enablement program?
Change CourseStep 1: We had to convince sales to
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Simply wasnt the right approachGoing negative with themWe needed
a clear, unambiguous argument
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We. Arent. APPLE.
Clear ProductDifferentiation is Often DifficultFor all but a
very few companies,
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Differentiate via PresentationsIt is much easier, however,
to
Bad Presentations are EVERYWHERE
What Good Could Look LikeNext, we had to show them
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Ideal DealWe went on a hunt to find theWinnable*Broad Product
MixHigh VisibilityInfluential Salesperson
We Got to Work
WHO DOESNT LOVE A HAPPY ENDING?
A Home Run!
Everywhere.Soon, requests for help came in from
We Needed to Scale the Process
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Pillars of Scalability:ToolsTrainingPrioritization
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TOOLS: 40+ SLIDES IN PPT TEMPLATE
TOOLS: 50+ ICONS PREPARED FOR PPT
TOOLS: 700+ PRE-SIZED IMAGES
IN-DEPTH PRESENTATION TRAINING
Practice What You Will Preach
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PRIORITIZE OR PERISH!
The Hot List: ABM Best Practice
A Look at Our Test Lab ResultsIs it working?
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Good Slides Quickly SpreadWhen people saw what good could look
like,
Raising the BarIn deal after deal, people began
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Defined a Clear VisionPeople began to tell stories that
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Get PersonalPeople found new ways to
The Account Executive
No Sign of The Prospect
Get CreativePeople truly began to
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Began to ImproveSoon, many key metrics in these dealsWin Rates |
Margins | Time to Decision | Cost of Sales
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We just had to maintain the momentum
AwarenessInterestConsiderationIntentEvaluationBuy
BEFORE
AFTERDeeper into the FunnelThe first step was to expand our
efforts to get
Sharpen Our FocusNext, we needed toon additional metrics
Realign Our ResourcesThen we had to
30%
25%
15%
20%
Constant ReinforcementNext, we put a plan in place for
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1992a B2B Marketer since
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Proved the Process WorksWe have work to do, but we have
already
Recap: How We Impacted 71 DealsInvested in effective
toolsConducted comprehensive training Extended our reach deeper
into the funnelSharpened our focus on win
ratesRealigned/reallocated our resourcesImplemented reinforcement
programs and processesKept paying attention!
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OpportunityStatusSki RetailerSelectedChildrens
RetailerSelectedRV RetailerActive - Final TwoHome Dcor
RetailerActive - Final TwoRunning Gear RetailerActive Final Two
Perhaps My Proudest Moment
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Despite the improved metrics and win rates
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Thank You!
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Single fly buzzing, sound effect1619.5912eng - Audio of
https://www.youtube.com/watch?v=7rl2lvAiOf0 recorded by Peggo.tv on
2017-01-25.Awkward Cricket Sound EffectUnknown4336.335eng - Audio
of https://www.youtube.com/watch?v=RktX4lbe_g4 recorded by Peggo.tv
on 2017-01-25.Single fly buzzing, sound effect1619.5912eng - Audio
of https://www.youtube.com/watch?v=7rl2lvAiOf0 recorded by Peggo.tv
on 2017-01-25.
