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Most organizations agree that Sales Enablement is a function that helps develop and implement strategy to improve the sales process. However, confusion surrounding how to orient, communicate about, measure and manage sales enablement causes it to underperform in many organizations. How can Sales Enablement best do what its name implies? During this webinar, Demand Metric chief analyst Jerry Rackley will: Share data from a recent study to describe the current Sales Enablement landscape Present best practices for Sales Enablement Discuss how webinars and web conferencing solutions can facilitate the success of this function, helping it live up to the promise of its name
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Striking it Rich with Sales Enablement
Sponsored by:
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Today’s Agenda
What is Sales Enablement?
“Enabling” Sales Enablement
Becoming more strategic
Measurement
Conclusions
Q & A
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Today’s Presenter:
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Chief Analyst, Demand Metric Research
Corp.
Connect:
www.demandmetric.com
@DemandMetric
Jerry Rackley
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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What is Sales Enablement?
“The processes, practices, technologies and tools that
improve the performance and productivity of the sales
organization.”
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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What is Sales Enablement?
“The processes, practices, technologies and tools that
improve the performance and productivity of the sales
organization.”
Sales Enablement enhances the ability of the sales team to
increase company revenue through sales.
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Sales Enablement Resources Sales Enablement in 2013: Best Practices, Case Studies
and Insights
Sales Enablement Framework
Sales Enablement Benchmark Study
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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The survey says:
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Other
It on-boards new sales staff
It flattens the organizational boundaries to secure internal resources and support for sales
It provides product training
It offers coaching to members of the sales team
It helps integrate new channels into our sales process
It identifies cross-selling opportunities
It performs analysis to understand how well our sale process works
It provides sales effectiveness training
It recommends, provides or administers systems and support needed to facilitate sales
It creates materials and assets to improve the sales team's effectiveness
It develops strategy to help improve the sales process
0 50 100 150 200 250
15
98
113
118
131
134
137
155
160
162
191
232
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The survey says:
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Other
It on-boards new sales staff
It flattens the organizational boundaries to secure internal resources and support for sales
It provides product training
It offers coaching to members of the sales team
It helps integrate new channels into our sales process
It identifies cross-selling opportunities
It performs analysis to understand how well our sale process works
It provides sales effectiveness training
It recommends, provides or administers systems and support needed to facilitate sales
It creates materials and assets to improve the sales team's effectiveness
It develops strategy to help improve the sales process
0 50 100 150 200 250
15
98
113
118
131
134
137
155
160
162
191
232
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How many organizations have it?
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Yes; 50%
No; 41%
I don't know; 9%
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Does it work?
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Missed goal Made goal0%
10%
20%
30%
40%
50%
60%
46%
56%
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Does it work?
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
0%
10%
20%
30%
40%
7% 5%
13%
42%
33%
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Does it work?
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
0%
10%
20%
30%
40%
7% 5%
13%
42%
33%
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
How well is Sales Enablement
Understood?
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Understanding is key to effectiveness:
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Very poorly
Poorly
Neither poorly nor well
Well
Very well
0% 10% 20% 30% 40% 50% 60% 70%
0%
5%
19%
60%
16%
SignificantNone or Slight
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Understanding is key to effectiveness:
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Very poorly
Poorly
Neither poorly nor well
Well
Very well
0% 10% 20% 30% 40% 50% 60% 70%
16%
58%
19%
7%
0%
0%
5%
19%
60%
16%
SignificantNone or Slight
“Enabling” Sales
Enablement
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Key to Sales Enablement success:
Communication!
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Webinars are highly effective
Decentralized sales team
Efficient
Real time
Recorded
Collaboration
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Top priority: internal communication!
Position the Sales Enablement Function:
What does it do?
Who is it for?
How does it help?
How to engage it?
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Communications
opportunities:
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Other
It on-boards new sales staff
It flattens the organizational boundaries to secure internal resources and support for sales
It provides product training
It offers coaching to members of the sales team
It helps integrate new channels into our sales process
It identifies cross-selling opportunities
It performs analysis to understand how well our sale process works
It provides sales effectiveness training
It recommends, provides or administers systems and support needed to facilitate sales
It creates materials and assets to improve the sales team's effectiveness
It develops strategy to help improve the sales process
0 50 100 150 200 250
15
98
113
118
131
134
137
155
160
162
191
232
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#1. Strategy to improve the sales
process
Idea generation
Idea validation
Polls
Strategy buy-in and rollout
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#2. Materials & assets for the sales
team
Don’t just create stuff and toss it over the transom…
Host launch webinars for key new assets
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#3. Recommend, provide & administer
systems
Understand needs
Gather requirements
Demo solutions
Provide training
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#4. Provide sales effectiveness training
Identify problem areas (e.g. Objection Handling)
Host webinar with sales team member with the best skills
in
problem areas
Consider role-playing
Record webinars for on-demand viewing
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#5. Perform analysis of the sales
process
Focus group session with members of the sales team
Record it
Support findings/conclusions with
sound bites of the sessions
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#6. Identify cross-selling opportunities
Host case study webinar for sales team featuring successful
cross-sale
Identify and share opportunities/leads
Preview available resources to help cross-sell
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#7. Integrate new channels
Orientation
Key staff introduction
Systems training
Support training
Assets/resources training
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#8. Coach the sales team
One-on-one sessions to improve performance
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Becoming More Strategic
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Strategic orientation
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Very operational; 2%Primarily opera-
tional; some strategic; 18%
Equally balanced; 42%
Primarily strategic; some operational;
26%
Very strategic, 12%
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Strategic orientation & effectiveness
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Very
oper
atio
nal
Prim
arily
ope
ratio
nal;
som
e st
rate
gic
Equa
lly b
alan
ced
Prim
arily
stra
tegi
c; som
e op
erat
iona
l
Very
stra
tegi
c0%
20%
40%
60%
80%
100%
5%16%
52%
75%88%
None or slightSignificant
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Strategic orientation &
effectiveness
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Very
oper
atio
nal
Prim
arily
ope
ratio
nal;
som
e st
rate
gic
Equa
lly b
alan
ced
Prim
arily
stra
tegi
c; som
e op
erat
iona
l
Very
stra
tegi
c0%
20%
40%
60%
80%
100%
55%
21%11% 5% 13%5%
16%
52%
75%88%
None or slightSignificant
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Orienting Sales Enablement strategically
Have a vision for it – don’t just set it up to take orders
Continuously reinforce the vision through your
communications
Validate that the vision is aligned with performance and
results
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Measurement
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Measurements
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Achiev
emen
t of s
ales
goa
ls
Prod
uctiv
ity m
easu
res
Achiev
ing
othe
r fina
ncial g
oals
None
Subjec
tive
mea
sure
s
Objec
tive
mea
sure
s
Mea
sure
s tru
sted
Mea
sure
s no
t tru
sted
Don't
know
Other
0%
10%
20%
30%
40%
50% 46%
29%22% 21% 21% 19%
14%
4%9%
2%
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Measurements & effectiveness
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
None
Achievement of sales goals
Productivity measures
Achieving other financial goals
Measures trusted
0% 20% 40% 60% 80% 100%
15%
45%
52%
56%
77%
Significant contributionNo or slight contribution
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Measurements & effectiveness
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
None
Achievement of sales goals
Productivity measures
Achieving other financial goals
Measures trusted
0% 20% 40% 60% 80% 100%
47%
12%
9%
12%
0%
15%
45%
52%
56%
77%
Significant contributionNo or slight contribution
Conclusions
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Conclusions
Orient Sales Enablement strategically
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Conclusions
Orient Sales Enablement strategically
Communicate effectively
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Conclusions
Orient Sales Enablement strategically
Communicate effectively
Measure the Sales Enablement process
Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
Resources to help:
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
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Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.