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Build a Sales Readiness System to Fuel Growth
How to…
Build a Sales Readiness System to Fuel Growth
Mike Kunkle
Sales Readiness Consultant for Brainshark
Sales Transformation Strategist
Sales Transformation Straight Talk™ with Mike Kunkle
Build a Sales Readiness System to Fuel Growth
What
• Sales Enablement Straight Talk with Mike Kunkle webinar series
Why
• Provide you with the latest thinking and actionable ideas to
transform sales results
How
• Solo webinars, guest speakers, Q&A, taking requests, follow-up
conversations
When & Where
• Mid-month, Wednesday at 2 pm Eastern, every month, here on
SMM Connect (http://bit.ly/STSTonSMM)
Your Sales Transformation Straight Talk Series
with Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Your Host
Mike Kunkle
Sales Readiness Consultant
Brainshark
&
Sales Transformation Strategist
forcefield ::Sales:: performancea mike kunkle company
Follow Mike & His Content
SMM Webinars http://bit.ly/STSTonSMM
Brainshark Blog https://www.brainshark.com/ideas-blog/all/5476
Personal Blog http://www.transformingsalesresults.com
LinkedIn Profile http://www.linkedin.com/in/mikekunkle
LinkedIn Publisher http://bit.ly/MikeKunklePublisher
Twitter https://twitter.com/mike_kunkle
SlideShare http://www.slideshare.net/MikeKunkle
Google+ https://plus.google.com/+MikeKunkle
with Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Our Plan for Today
• Discuss the problems we all face in
transforming our sales forces
• Define sales readiness in a
meaningful, practical way
• Share what it really takes to build a
“Sales Readiness System” that fuels
growth
• How to apply the system to Sales
Onboarding and to maintain readiness
for your entire sales force
Build a Sales Readiness System to Fuel Growth
What We’re All Up Against
Build a Sales Readiness System to Fuel Growth
It’s not easy to properly select, prepare, manage, lead or change a sales force:
• 61% of new salespeople take at least 7 months to ramp up
• 43% of sales reps miss quota
• 25.5% of forecast opportunities end in “No Decision”
~ Source: CSO Insights (see http://bit.ly/cso2016)
• Hard to get time out of the field for training
• Difficult to get frontline managers’ attention
• “Flavor of the month” detracts from focused execution of initiatives
• Sales turnover is at a 5-year high
What We’re All Up Against
Build a Sales Readiness System to Fuel Growth
Sales Readiness, Defined
Build a Sales Readiness System to Fuel Growth
Sales Enablers:
• Of all the things in your span of
control, this has the best chance of
transforming sales results.
Sales Leaders:
• If you don’t ensure your sales force
and managers are truly ready, your
other performance initiatives will fail.
Sales Readiness
Build a Sales Readiness System to Fuel Growth
Definitions & Functional Alignment
Sales Performance
Sales Enablement
Sales
Readiness
Sales PerformanceThe coordination and collaboration of Enablement and Readiness
with the other elements of the sales performance ecosystem to
support the customer life cycle.
Sales EnablementA strategic, cross-functional discipline designed to increase sales
results and productivity by providing integrated content, training,
and coaching services for salespeople and frontline sales
managers along the entire customer’s journey, powered by
technology.
Sales ReadinessThe preparation of the sales force to effectively use what the
Sales Enablement team has created or coordinated, cross-
functionally, using the technology they provide.
Build a Sales Readiness System to Fuel Growth
Sales Force Effectiveness Sales Process
Sales Methodology
Lead Management
Opportunity Management
Strategic Account Management
Performance Management
Sales Force Strategy Quota Setting
Sales Force Sizing
Sales Force Structure
Territory Design
Sales Compensation
Channel Management
Marketing Alignment Products | Pricing
Lead Generation
SEO/SEM
Campaigns | Promotions
Marketing Automation
Social Media
Content Marketing
Sales Operations CRM/SFA
CPQ
Legal Review/Contracting
Sales Analytics/Reporting
Resource Allocation
Deal Analysis
Win/Loss Analysis
Sales Talent Management Selection
Onboarding
Product Training
Sales Training
Sales Coaching
Business and Financial Acumen
Staying Current and Updated
Professional Development
Sales Enablement Buyer Personas
Buyer Journey Alignment
Sales Messaging
Content Usage
Sales Support/Technology Tools
Mike Kunkle
Sales Performance Ecosystem
Build a Sales Readiness System to Fuel Growth
Sales Force Effectiveness Sales Process
Sales Methodology
Lead Management
Opportunity Management
Strategic Account Management
Performance Management
Sales Force Strategy Quota Setting
Sales Force Sizing
Sales Force Structure
Territory Design
Sales Compensation
Channel Management
Marketing Alignment Products | Pricing
Lead Generation
SEO/SEM
Campaigns | Promotions
Marketing Automation
Social Media
Content Marketing
Sales Operations CRM/SFA
CPQ
Legal Review/Contracting
Sales Analytics/Reporting
Resource Allocation
Deal Analysis
Win/Loss Analysis
Sales Talent Management Selection
Onboarding
Product Training
Sales Training
Sales Coaching
Business and Financial Acumen
Staying Current and Updated
Professional Development
Sales Enablement Buyer Personas
Buyer Journey Alignment
Sales Messaging
Content Usage
Sales Support/Technology Tools
Mike Kunkle
Sales READINESS Overlay
The “HOW TO”
Build a Sales Readiness System to Fuel Growth
Building a
Sales Readiness System
Build a Sales Readiness System to Fuel Growth
“Put a good performer in a bad system, and
the system wins almost every time.”~ Geary Rummler, founding partner of Performance Design Lab
and co-founder of The Rummler-Brache Group
Sales Readiness: A Tale of Two Systems
Build a Sales Readiness System to Fuel Growth
Mike Kunkle
Sales Readiness: A Tale of Two Systems
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Effective Learning System
1. Effective Selling System
2. Effective Learning System
Build a Sales Readiness System to Fuel Growth
Effective Selling System • Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-focused,
outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Effective Selling System • Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-focused,
outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Effective Selling System • Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-focused,
outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Effective Selling System • Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-focused,
outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Effective Selling System • Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-focused,
outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Effective Selling System • Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-focused,
outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Effective Selling System • Ensure market and buyer persona knowledge
• Align sales process to buying process with
decision/exit criteria
• Create buyer engagement content that aligns with
decision/exit criteria
• Use sales enablement tools to manage, share, and
track content and improve sales efficiency and
effectiveness
• Use a buyer-oriented, consultative, solution-focused,
outcome-driven sales methodology
• Train reps to engage buyers in valuable business
conversations and to create real value and
differentiation, through their customer acumen,
business acumen, and solution acumen
• Use analytics to track training, content, sales
behavior, and outcomes.
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Effective Selling System
Effective Learning System
Analytics
Buyer Personas
Buying Process &
Exit Criteria
Buyer Engagement
Content Creation
Sales Process &
Methodology
Sales Enablement
Technology
Market &
Business Acumen
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-trainingMike Kunkle
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Effective Learning System
Build a Sales Readiness System to Fuel Growth
• Ensure content matters
• Design great learning
• Engage managers
• Sustain knowledge/transfer skills
• Coach to mastery
• Measure for success
• Manage performance
• Lead & manage change
Effective Learning System
https://www.linkedin.com/pulse/20140704193304-834966-stop-wasting-money-on-sales-training
Content
Integration Alignment
Change
Managers
Transfer
Perf. Mgt.
Measures
Coaching
Design
Mike Kunkle
Build a Sales Readiness System to Fuel Growth
Sales Readiness Ecosystem (One Example)
Sales Readiness ensures sales reps and managers are prepared with the competencies and resources needed to engage with potential
buyers and current customers, uncover opportunities, and manage those opportunities to a successful conclusion. That outcome is achieved
through training, knowledge sustainment, skills transfer, coaching to mastery, the strategic use of content, and sound sales management practices.
Brainshark Prepare Tab
Brainsharkfor Training
Brainsharkfor Coaching
+ +
Train, Assess,
Track
Validate,
Coach
Transfer
Support
Sustain, GuideInside Sales
“Game Film”
Field Sales
“Game Film”
SAM
Content/Context
Buyer Engagement
1 3
2
4
5a
5b
6
Training Content /
Sales Methodology
Provider
Effective Learning System
START
Build a Sales Readiness System to Fuel Growth
Execution Advice
Build a Sales Readiness System to Fuel Growth
Sales Manager Enablement
Good News
• Frontline sales managers are the key
to making your systems work
Bad News
• Frontline sales managers are the key
to making your systems work
Sign in Dentist’s office:
“There is nothing the Dentist can do
that the Patient cannot undo.”
Build a Sales Readiness System to Fuel Growth
• Remove barriers to FLSM
engagement
• Implement a proven-effective
Management Operating Rhythm
• Master Sales Hiring
• Master your Sales Process and
Sales Methodology
• Master your CRM and Tools
• Master Sales Analytics and the
ROAM Method
• Develop Sales Coaching Skills
Sales Manager Enablement
© CloudCoaching International:
http://www.cloudcoachinginternational.com/ptg.html
Build a Sales Readiness System to Fuel Growth
It’s about alignment…
• Put the Effective Selling System in place organization-wide
• Get frontline sales managers into a management operating rhythm and enable them
• Protect learning investments with an Effective Learning System• Sales onboarding
• Continuous learning / Ongoing development
• Sales Manager Enablement
• Staying current and updated
• Best-practice sharing / Informal learning
Putting It All Together
Build a Sales Readiness System to Fuel Growth
Read Brainshark’s ebooks to learn
more about improving your team’s
Sales Readiness:
• Why Sales Readiness is Critical to
Growth in 2017
• 22 Tips for Better Sales Readiness
Ebooks on Sales Readiness
Build a Sales Readiness System to Fuel Growth
For more information:
Contact Mike: www.linkedin.com/in/mikekunkle
Contact Brainshark: www.brainshark.com/contact-sales
Upcoming SMM Connect Webinars: http://www.smmconnect.com/
Archived SMM Connect Webinars: http://www.smmconnect.com/recordings
THANKS for your time and attention!