Striking it Rich with Sales Enablement

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


Today’s Presenter:

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Chief Analyst, Demand Metric Research

Corp.

Connect:

www.demandmetric.com

LinkedIn

Facebook

@DemandMetric

Jerry Rackley

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http://ca.linkedin.com/in/melindacharris

http://www.facebook.com/gowestgroup

http://www.twitter.com/gowestgroup

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“The processes, practices, technologies and tools that

improve the performance and productivity of the sales

organization.”


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“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.


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Sales Enablement Resources Sales Enablement in 2013: Best Practices, Case Studies

and Insights

Sales Enablement Framework

Sales Enablement Benchmark Study


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The survey says:


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:


Other












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?


Yes; 50%

No; 41%

I don't know; 9%

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Does it work?


Missed goal Made goal0%

10%

20%

30%

40%

50%

60%

46%

56%

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Does it work?


0%

10%

20%

30%

40%

7% 5%

13%

42%

33%

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Does it work?


0%

10%

20%

30%

40%

7% 5%

13%

42%

33%


How well is Sales Enablement

Understood?

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Understanding is key to effectiveness:


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:


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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Key to Sales Enablement success:

Communication!


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Webinars are highly effective

Decentralized sales team

Efficient

Real time

Recorded

Collaboration


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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:


Other












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


Becoming More Strategic

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Strategic orientation


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


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


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


Measurement

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Measurements


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


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


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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Conclusions

Orient Sales Enablement strategically


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Conclusions


Communicate effectively


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Conclusions


Communicate effectively

Measure the Sales Enablement process


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Resources to help:

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© 2013 Demand Metric Research Corporation. All Rights Reserved.

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http://www.demandmetric.com/

Marketing

Striking it Rich with Sales Enablement