How to shift from sales support to sales enablement

Changing old habits to match sales priorities

CASE STUDY

Zebra Technologies needed help in supporting its sales team and channel partners to change their selling habits. A rapidly evolving product portfolio and a strategic emphasis on full-scale solutions demanded a new approach to communications.

The challenge

The objective for DirectionGroup was to change the behaviour of the sales people – allowing them to have profitable conversations by placing the customer at the centre of the sale.

REQUIREMENT ANALYSIS

Before we created any new sales tools, we deployed our E³ Sales Enablement Framework – a three-step approach to understanding sales enablement requirements.

The Educate phase saw us bring together the marketing and sales functions, both of which had stories and intelligence to share. This insight into what resonated with prospective customers would go on to form the basis of the new communication collateral.

The Equip phase reviewed the types of tools that would be most effective in getting the message across to sales teams and channel partners. It was important to strike a balance between adding value to the sales process without overwhelming individuals with too much new information.

Finally, the Enable phase called for content creation. This needed to be relevant to the end user’s needs; compelling enough to help move prospects along in the buying cycle; and timely in that it was suited to different stages of that cycle.

The solution

Localised to7 languages

THE OUTCOMEUsing the approach outlined above, we developed a new sales enablement programme, titled ‘Sales Lens’, which accurately captured everything Zebra was trying to achieve. Content would be easy to digest, informative and, above all, useful to sales personnel.

The launch topic for Sales Lens was an exciting new software proposition – Link-OS. This was the perfect starting point for the new programme as the subject matter leant itself to a more in-depth style of sales engagement.

THE NEW SALES ASSETS

Having worked with the marketing and sales teams as part of the Educate phase in our E³ Sales Enablement Framework, we went on to develop the insights into useful sales assets. Working with intelligence from Zebra’s Market Development Team, we were able to verticalise each asset to ensure it met our ‘relevance’ criterion.

The result was a series of highly engaging sales assets that were geared exclusively to the Link-OS sales process:

• DEDICATED EMAIL COMMS These highlighted the availability of the following tools and assets as well as launching Sales Lens as an ongoing sales resource.

• NURTURE EMAIL TEMPLATES With HTML and Outlook-based email templates, sales personnel could continue the dialogue with prospects – showcasing Zebra innovation and successes – without needing individual sign off at each stage.

FOCUSED ON HELPING YOU SELL

NEWS FOCUS

WELCOME TO ZEBRA SALES LENS

THE LINK-OS ENVIRONMENTIncrease your revenue opportunities with Link-OS. Our new open platform combines an easy-to-use operating system with powerful software apps and an SDK to make Zebra devices simpler to integrate, manage and maintain from any location.

ARE YOU A SALES MASTERMIND?Test your knowledge and enter the prize draw to WIN an iPad Mini.

SEE MORE...

A hub of information designed to give you everything you need to sell more effectively.

Here you’ll find insights on all the latest Zebra product releases. Plus there are great prizes to be won in our ‘Mastermind’ competition.

KNOW MORE. SELL MORE. WITH ZEBRA.

SEE MORE...

SEE MORE...

CONNECT WITH US+44 (0)1202 243 435 | Contact us | zebra.com

Zebra Technologies Europe LimitedRegistered Office: Dukes Meadow, Millboard Road, Bourne End, Buckinghamshire, SL8 5XF, United KingdomRegistered in England and Wales with registered number 2881068

©2013 ZIH Corp. All product names and numbers are Zebra trademarks, and Zebra and representation of Zebra Head are registered trademarks of ZIH Corp. All rights reserved. All other trademarks are the property of their respective owners.

If you do not wish to receive future issues of EMEA Product Information from Zebra Technologies, please click here.If you do not wish to receive further emails from Zebra Technologies, please click here.For our terms of use, please click here.

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TRAINING PORTAL

PARTNER PORTAL

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DESKTOP WIDGET

Zebra Sales Lens - News Focus Email

The solution

Mobility involves a massive investment in IT.With Bring Your Own Device and IT consumerisation, many enterprises are able to reinvest the capital savings into wider IT mobility projects that will provide a swift return on investment.Why is no one else doing this?Other mobile printers are available but Zebra is the only company able to combine years of experience in mobile hardware and firmware with the dedicated mobility features

of Link-OS.

Won’t it make life more complicated?No. Even if IT mobility is a long-term project, Zebra mobile solutions can be up-and-running quickly to ensure your organisation starts seeing the benefits sooner.

OBJECTION HANDLING AND FAQS

MORE INFORMATIONThe Zebra Services team offers everything your customers will need to see the immediate benefits of Link-OS.

Get in touch with your customer’s enterprise-scale challenges and get the assistance you need to meet their

needs while growing your sales revenues. Alternatively visit www.zebra.com/linkos©2013 ZIH Corp. All product names and numbers are Zebra trademarks, and Zebra and representation of Zebra Head are registered trademarks of ZIH Corp.

All rights reserved. All other trademarks are the property of their respective owners.

LINK-OS MOBILE APPSHere are some examples of how Link-OS applications offer users and IT super-users new mobile functionality across key Zebra devices:Print Touch

• Allows users to bypass the usual issues with Bluetooth pairing, lowering support cost and increasing printer utilisation by reducing “hoarding”.• Offers one-touch access to ‘how to’ guides and videos so there is no need to carry around printer manuals.

Profile Manager• Helps IT monitor distributed printers and sends real-time alerts about printer errors to smartphones, PCs or tablets.• Ensures downtime is kept to a minimum with the ability to control printers across the network via a remote browser based user interface.

Virtual Device• Makes it easy to replace legacy competitive printers without the expense of changing the application.• Operators can continue to use Zebra printers in the same way, and IT can benefit from other Link-OS features such as Profile Manager.

Cloud Connect• Provides a secure way for printers to connect to applications and exchange data with attached devices such as scanners.

• Supports a company’s wider transition to the cloud.

AirWatch Connector• Gives IT a way to manage multiple device types in a single management application.• Firmware and format updates can be done automatically.

“ Do you operate across multiple sites?”“ Is your mobile workforce sizeable or growing?”“ Is the cost of IT escalating rapidly in your organisation?”“Doyourmobilestaffhavetoreturntotheofficetoupdatesystems, print documents or collect new forms?”“ Are you using smartphones and tablets in your organisation?”

“ Are your employees asking to bring their own mobile devices to work?”“Whenemployeesworkfromremoteoffices,doeseveryonehave

access to the printer manuals?”

KEY CONVERSATION STARTERS:

GOING MOBILEWITH ZEBRA TECHNOLOGIES & LINK-OS

Focused on helping you sell

WHY YOUR CUSTOMERS NEED MOBILE SOLUTIONSMobility is the number one Strategic Technology Trend identified by Gartner for 2014.

The advances in mobile technologies now allow field workers, salespeople, warehouse operators and in-store staff to work more productively.

With no need to return to the office or their desks, these employees can focus attention on their clients and customers.

Office professionals also benefit from the use of mobile devices while away from the office and need dedicated mobile solutions to carry out their day-to-day tasks.

Zebra mobile printing solutions complement the roll-out of wider IT mobility projects and open up a range of benefits for both customers and Zebra sales personnel.

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ZEBRA LINK-OS MOBILE SOLUTIONS

QLn Series Mobile PrintersDrop-resistant and lightweight, the user-friendly QLn mobile printers help you print barcode labels, receipts and more, wherever and whenever needed.

Used For:• Asset Management• Bag Tag• Cross Docking• Document & Records Management• Inventory Management• Lab Sample Tracking• Receiving/Shipping• Reverse Logistics• Price Mark Down• Shelf-Edge Labels

iMZ Series Mobile PrintersThis lightweight, compact mobile printer makes it easy to simplify transactions with receipt and invoice printing on demand. Choose from a variety of wireless options.

Used For:• Direct Store Delivery• Field Service• Invoices & Receipts• Escorted Shopping• Ticketing / Citations

The Link-OS Environment (Link-OS) meets growing end user expectations that devices should be mobile, intelligent and interconnected via the cloud.

It is an open platform that combines:1. An innovative new environment that makes it easier for IT to manage printers remotely.2. A powerful Software Development Kit that allows companies to customise their own print

applications on iOS, Android and Windows Mobile.3. Dedicated software apps (see below).

Link-OS Landing Page and Assets

Downloadable Sales Guide

• DEDICATED SALES LENS WEBSITE A branded portal that offered a one-stop-shop for all new content for the Link-OS campaign and future sales initiatives using easily accessible and consistent assets.

• SALES LENS MASTERMIND To encourage sales people to engage with the content at their disposal, this formed a mini incentive by asking a series of questions on the topic with rewards for the best responses.

• DATASHEETS These highlighted the more detailed technical information about the product portfolio and how sales partners could answer customer pain points.

The solution

Link-OS Battlecards

• VERTICALISED BATTLECARDS Succinct, at-a-glance content showcasing features and benefits alongside key challenges and pain points for specific verticals. The content also included conversation starters and discovery questions to help understand customer challenges, so sales personnel could strike up meaningful discussions instead of launching straight into a product pitch.

• OVERVIEW VIDEOS Virtual studio videos, recorded with supporting on-screen content put the product experts and sales champions in front of sales teams, giving them a simpler way to understand the new products or services.

• SALES PRESENTATIONS Pre-prepared ‘conversation presentations’ led with customer insight and value-adding best practice so that sales teams could preview real-world solutions to prospects instead of just long lists of products.

LINK-OS FOR MANUFACTURING

Focused on helping you sell

WHAT IS LINK-OS?The Link-OS Environment (Link-OS) meets growing end user expectations that devices should be mobile, intelligent and interconnected via the cloud.

It is an open platform that combines:1. An innovative new operating system2. A powerful Software Developer Kit3. Dedicated software applications } All of which make Zebra printers even easier to integrate, manage and maintain than ever before

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LES

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WHY WOULD CUSTOMERS BE INTERESTED IN LINK-OS?Gartner’s top 10 strategic trends for 2013 include three in particular customers should be considering right now:

In-line with these trends, we wanted to make the Zebra user experience easier, more integrated and simpler for our partners to work with. We have done this with the world’s first integrated printer management platform, designed exclusively for Zebra devices – the Link-OS Environment.

WHAT IS IN LINK-OS?

Pairing and App launching made easy

Print Touch

One app to manage all Link-OS printers

Profile Manager

Powerful printer emulation

Virtual Devices

Link to the web and cloud services

Cloud Connect

Powerful, cross platform dev. tools

Software Dev. Kit

BENEFITS FOR SALES PARTNERS• Gives access to combined hardware and software revenues that did not exist before.• Provides a new way to meet customer challenges and establish a trusted, long-term relationship via a partnership approach.• Provides end customers with new services and better printing solutions.

• Offers a point of differentiation from other providers.

BENEFITS FOR CUSTOMERS• Allows new and creative ways for organisations to manage their Zebra printers.• Enables smarter business choices from new data-driven insight. • Zebra printers are now more cost effective than ever – reducing time spent on deployment, administration and trouble-shooting.

3Integrated ecosystems and enterprise app stores are fast becoming the norm – meaning everything is becoming much easier to use.

2Cloud computing is no longer a concept but a reality.

1The rapid growth and evolution of mobile devices are setting new user expectations of what is possible with technology.

LINK-OS FOR RETAILFocused on

helping you sell

WHAT IS LINK-OS?

The Link-OS Environment (Link-OS) meets growing end user expectations that devices should be mobile, intelligent and interconnected via the cloud.

It is an open platform that combines:1. An innovative new operating system2. A powerful Software Developer Kit3. Dedicated software applications } All of which make Zebra printers even

easier to integrate, manage and maintain than ever before

SA

LES

GU

IDE

WHY WOULD CUSTOMERS BE INTERESTED IN LINK-OS?Gartner’s top 10 strategic trends for 2013 include three in particular we think your customers should be considering right now:

In-line with these trends, we wanted to make the Zebra user experience easier, more integrated and simpler for our partners to work with. We have done this with the world’s first integrated printer management platform, designed exclusively for Zebra devices – the Link-OS Environment.

BENEFITS FOR SALES PARTNERS• Gives access to combined hardware and

software revenues that did not exist before.• Provides a new way to meet customer

challenges and establish a trusted, long-term relationship via a partnership approach.

• Provides end customers with new services and better printing solutions.

• Offers a point of differentiation from other providers.

BENEFITS FOR CUSTOMERS• Allows new and creative ways for organisations

to manage their Zebra printers.• Enables smarter business choices from new

data-driven insight. • Zebra printers are now more cost effective

than ever – reducing time spent on deployment, administration and trouble-shooting.

3Integrated ecosystems and enterprise app stores are fast becoming the norm – meaning everything is becoming much easier to use.

2Cloud computing is no longer a concept but a reality.

1The rapid growth and evolution of mobile devices are setting new user expectations of what is possible with technology.

WHAT IS IN LINK-OS?

Pairing and App launching made easy

Print Touch

One app to manage all Link-OS printers

Profile Manager

Powerful printer emulation

Virtual Devices

Link to the web and cloud services

Cloud Connect

Powerful, cross platform dev. tools

Software Dev. Kit

LINK-OS

FOR TRANSPORTATIONFocused on

helping you sell

WHAT IS LINK-OS?

The Link-OS Environment (Link-OS) meets growing

end user expectations that devices should be mobile,

intelligent and interconnected via the cloud.

It is an open platform that combines:

1. An innovative new operating system

2. A powerful Software Developer Kit

3. Dedicated software applications} All of which make Zebra printers even

easier to integrate, manage and maintain

than ever before

SA

LES

GU

IDE

WHY WOULD CUSTOMERS BE INTERESTED IN LINK-OS?

Gartner’s top 10 strategic trends for 2013 include three in particular we think your customers should be considering right now:

In-line with these trends, we wanted to make the Zebra user experience easier, more integrated and simpler for our partners

to work with. We have done this with the world’s first integrated printer management platform, designed exclusively for

Zebra devices – the Link-OS Environment.

BENEFITS FOR SALES PARTNERS

• Gives access to combined hardware and

software revenues that did not exist before.

• Provides a new way to meet customer

challenges and establish a trusted, long-term

relationship via a partnership approach.

• Provides end customers with new services

and better printing solutions.

• Offers a point of differentiation from

other providers.

BENEFITS FOR CUSTOMERS• Allows new and creative ways for organisations

to manage their Zebra printers.

• Enables smarter business choices from new

data-driven insight.

• Zebra printers are now more cost effective

than ever – reducing time spent on deployment,

administration and trouble-shooting.

3Integrated ecosystems and

enterprise app stores are

fast becoming the norm

– meaning everything is

becoming much easier to use.

2Cloud computing is no longer

a concept but a reality.1The rapid growth and evolution of mobile

devices are setting new

user expectations of what is

possible with technology.

WHAT IS IN LINK-OS?

Pairing and

App launching

made easy

Print Touch

One app to manage

all Link-OS printers

Profile Manager

Powerful printer

emulation

Virtual Devices

Link to the

web and cloud services

Cloud Connect

Powerful, cross platform

dev. tools

Software Dev. Kit

Link-OS Videos

The solution

The result

In the first month alone, we saw 924 web visits and 584 unique visitors to the Sales Lens portal. The real mark of success was the length of each visit: six minutes and 55 seconds on average.

An average of 6 asset views or downloads per visit were recorded in the same period, suggesting the content was useful and easy to digest. Furthermore, for the Link-OS launch topic we saw 132 entries to the Mastermind incentive, which highlighted the information on the topic was simple to comprehend and sales people felt confident enough to test their knowledge.

With a restricted budget for the initial launch phase and the need to deliver a ‘live’ topic straightaway to sales personnel, DirectionGroup achieved impressive results in a short timeframe.

Start up budget of

£39,000

DirectionGroup Limited, Registered in England No: 1653414 Registered Office: 40-403 Reading Road, Winnersh, Berkshire, RG41 5HU, United Kingdom

T +44 (0)118 977 2677  F +44 (0)118 977 3119  E info@directiongroup.com W directiongroup.com ©DirectionGroup 2015

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