Transform Sales Results with a Systems Approach: Docebo Inspire 2017

Mike KunkleVP, Sales Transformation Services

Transform Your Sales Results

with a Systems Approach

A Systems Approach to Sales Transformation

DXform.io

[email protected]

(214) 494-9950

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Mike Kunkle is a respected sales transformation architect and widely-

recognized sales training and sales enablement expert.

He’s spent 22 years as a corporate leader or consultant, helping companies drive

dramatic revenue growth through best-in-class learning strategies and his proven-

effective sales transformation methodologies. Today, Mike is the VP of Sales

Transformation Services for Digital Transformation Inc. (a division of Fast Lane

Consulting & Education Services) and founder of Transforming Sales Results, LLC. He

consults, advises, writes, speaks, leads webinars, designs sales learning systems that

get results, and guides clients through all aspects of their sales transformation.

Mike KunkleVP, Sales Transformation

http://www.dxform.io/

mailto:[email protected]

http://www.transformingsalesresults.com/

http://www.dxform.io/blog

http://bit.ly/STSTonSMM

http://bit.ly/TheSalesExpertsChannel

http://bit.ly/MikeKunklePublisher

http://www.linkedin.com/in/mikekunkle

https://twitter.com/mike_kunkle

http://www.slideshare.net/MikeKunkle

https://plus.google.com/+MikeKunkle

Our Plan for Today

• Sales Enablement Challenges

• The Four Sales Systems

• Challenges Solved: Past Results

• System Component Details

• Next Steps & Q&A

docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 3

KEEP CALM.

WE HAVE

A PLAN.

Sales Enablement Challenges

Common Sales Enablement Challenges | Desired Outcomes

• Decrease new-hire ramp-up

• Deliver consistent value messaging (relevant/contextual)

• Adopt sales process / methodology

• Improve sales performance:

- Improve sales force productivity ($rev/rep)

- Increase quota attainment

- Grow pipeline size 3-4X (# of opps)

- Increase deal size

- Improve margins

- Speed-up pipeline velocity

- Increase win-rate

• Decrease sales talent churn

• Increase / improve sales coaching.


Common Sales Enablement Challenges | Outcomes | Initiatives

Challenges | Outcomes Initiatives

Decrease New-Hire Ramp-up

Deliver Consistent Value Messaging

Adopt Sales Process / Methodology

Improve Sales Force Productivity ($rev/rep)

Increase Quota Attainment

Grow Pipeline Size 3-4X (# of opps)

Increase Deal Size

Improve Margin

Speed-up Pipeline Velocity

Increase Win-Rate

Decrease Sales Talent Churn

Increase / Improve Sales Coaching

Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management

Product Marketing | Analytics | Training | Coaching | Tools | Sales Management

Training | Coaching | Tools | Sales Management

Analytics | Training | Coaching | Tools | Solutioning | Sales Management

Analytics | Demand Gen | Training | Coaching | Tools | Sales Management

Analytics | Training | Coaching | Tools | Sales Management




Selection | Sales Onboarding | Coaching | Sales Management

Analytics | Training | Coaching | Sales Leadership


Imp

rove

Sa

les

Pe

rfo

rma

nc

e


Common Sales Enablement Initiatives | Themes

Sales

Selection

Sales

Process Sales

CoachingSales

Methodology Sales

Tools

Sales

Analytics

Sales

Messaging

Sales

Leadership

Sales

Management

Sales

Onboarding

Sales

Solutioning

Sales

Training

Sales

Enablement

Recurring

Solutions


The Four Sales Systems

CSO Insights 2016 Sales Enablement Optimization Study

People Technology

Skills &

KnowledgeProcess

© MHI Global, All Rights Reserved

Key trends from benchmarking

best-in-class SE Programs

• Take a holistic view of Sales

Enablement

• Focus on people, technology,

process, and skills/knowledge

• Prioritize and phase

implementations

Download the report


https://www.brainshark.com/campaigns/lp/cso-insights-2016-sales-enablement-study/?ref=mkunkle

What is a Systems Approach?

Human Systems


Automotive Systems



How is this different in organizations?


• HiringSystem 1

System 2• Learning & Development

System 3

• Compensation

System 5

• Coaching & Management

System 4

• Processes

It’s Not!

And more…


The Sales Performance Ecosystem

• Big, overwhelming

and unwieldly for

most people to

address at once

(And, this chart doesn’t

include all of the sales

management ecosystem

components)


The Four Sales Systems

http://bit.ly/4SalesSystems-Overview



Why These Four Systems?

• They address these things…

Common Sales Enablement Initiatives | Themes

• And these…


Past Results

Past Results (Just a Sampling)

• Decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months)

• At 120 days, new reps outperformed a control group of 5-year reps by 21% (6 months)

• $398mm YoY revenue increase, $9.96mm net profit increase, and a 400% ROI (12 months).

• Increased sales/rep in the 90 days after training by 2.3/month – avg. increase of $183k/class or $36.6mm/year (9 months)

• Improved average profitability/new reps by 11% (4 months)

• Improved new rep win-rate by 16% (6 months)


System Components

Sales Selection System

• Determine Sales Competencies

• Determine Traits

• Create Job Documentation

• Select Psychometrics Assessments

• Implement Behavioral Interviewing

• Test Situational/Hypothetical Judgment

• Orchestrate Skill Validation

• Perform Background & Reference Checks

http://bit.ly/4SalesSystems-Selection



Sales Readiness & Enablement


Sales Support System

• Ensure reps deeply understand your buyers

• Document buying process with buying process exit criteria

• Create buyer engagement content that aligns with exit criteria

• Ensure reps have the needed market and business acumen to

create and communicate value

• Align sales process to buying process and use a buyer-

oriented, consultative, solution-focused, outcome-driven sales

methodology

• Use sales enablement tools to improve sales efficiency and

effectiveness

• Use analytics to track training, content, sales behavior, and

outcomes.

• 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

http://bit.ly/4SalesSystems-SalesSupport



Sales Learning System

• Ensure content matters

• Design great learning

• Engage managers

• Sustain knowledge/transfer skills

• Coach to mastery

• Measure for success

• Manage performance

• Lead & manage change

http://bit.ly/4SalesSystems-SalesLearning



Stage 1:

Knowledge

Acquisition

Acquire the knowledge behind the skill with

examples and assessments/tests to

validate learning.

eLearning, Classroom

Instruction (FTF or

Virtual), Assessments

Stage 2:

Knowledge

Sustainment

Sustain the knowledge;

reverse the “forgetting

curve.”

Q&A, Check-Ins,

Assessments, Learning

Reinforcement

Systems

Stage 3:

Skill

Development

Develop and practice

skills. Convert

knowledge into

behavior.

Flipped Classrooms,

Role Playing, Live

Simulations, Virtual

Coaching Tools

Stage 4:

Skill

Transfer

Apply the newly-

acquired and practiced

skills in the workplace.

Mentoring and

Preparation to Use

Skills, Forms/Job

Aids/Performance

Support

Stage 5:

Skill

Mastery

Guide and coach reps

to skill mastery and

performance outcomes,

over time.

Sales Analytics, Field

Training and Coaching,

Coaching Forms and

Tools

Learn something

new.

Don’t forget. Just

because they learned

something new,

doesn’t mean they’ll

retain it.

Just because they

know and remember,

doesn’t mean they

can do it.

Just because they

can do it, doesn’t

mean they will.

(Skill/Will Matrix)

Just because they

tried it, doesn’t mean

they did it well or will

continue to do it.

STAGES

WHAT

HOW

WHY

The 5 Stages of Sales Skill Mastery & Behavior Change

Sales Learning System


Sales Learning System: Going Beyond the 5 Stages

• Ensure content matters

• Design great learning

• Engage managers

• Sustain knowledge/transfer skills

• Coach to mastery

• Measure for success




• Stage 1

• Stage 1

• Stages 1-5

• Stages 2-4

• Stages 5• Measure for success



Cementing

into Culture



Sales Management System• Master Sales Hiring

• Remove barriers to FLSM engagement

• Implement a proven-effective Management Operating Rhythm

- Master your Sales Process and Sales Methodology

- Conduct Team and Rep Meetings

• Master Sales Analytics and the ROAM Method

• Develop Field Training and Sales Coaching Skills

• Master your CRM and Sales Enablement Tools

• Master Sales Performance Management

http://bit.ly/4SalesSystems-SalesManagement



Sales Management System

ROAM• Results vs. Objectives (outcome gap)

• Activities performed (what and how much)

• Methodology used (quality)

Field Training• Tell: Recap with Knowledge Check

• Show: Demonstration with Skills Validation

• Do: Action Plan with Execution

• Review: Check ROAM and Train/Coach Loop

Field Coaching• Diagnose: Analytics & Engaged Discussion

• Plan: Joint Solution Design and Planning

• Do: Execution of Action Plan

• Review: Check ROAM and Train/Coach Loop




Appendix

Transform Your Sales Results with a Systems Approach

Further Reading on The Four Systems

• Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview

• Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection

• Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport

• Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning

• Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement







Complimentary White PaperRealizing the Growth Potential of the Internet of Things:

The Convergence of Market Opportunity, Design Thinking, Technical Enablement and Sales Enablement

• http://bit.ly/DTI-IoTPotential

http://bit.ly/DTI-IoTPotential