AA ISP LS 16 Starting and Growing an Inside Sales Team

Copyright Inside Sales by Design 2016

@DionneMischler#LS16

STARTING AND GROWING AN INSIDE SALES TEAM

Dionne MischlerCEO, Inside Sales by DesignAA-ISP OC Chapter President

in/DionneMischler@DionneMischler


AGENDA

1. Team Structure

2. Effective Job Descriptions

3. Onboarding and Training

4. Coaching Cadence

5. Reporting


TEAM STRUCTURE






Team Structure


THE RIGHT INSIDE SALES MODEL FOR YOUR ORGANIZATION

@DionneMischler

1. Lead Generation - Fill the funnel2. Discrete - Quota carrying3. Hybrid - Inside/Outside 4. Teaming - Inside paired with Outside

“In 5 years, Inside Sales will produce more quota than outside sales.” Dave Elkington, CEO, Inside Sales

Team Structure

#LS16



1 10

On a scale of 1 to 10, how would you rate your Sales Organization’s alignments to your Company goals?

1. Is your company a start up?2. Are you rolling out a new product?3. Are you going after a new segment?4. Did you get all the headcount you wanted?5. What are you doing different this year than last?

Team Structure

GENERATING REVENUEUnderstanding Key Sales Fundamentals



OVERVIEWGenerating Revenue

“Plan your work, work your plan.”

Can you confidently answer the questions:1. How do you make money?2. What’s your monetization path?3. Where’s your revenue coming from? (What’s your Ideal

Customer Profile?)4. How do you acquire customers?5. How do you retain customers?

@DionneMischler


ICP

@DionneMischler

Demographic

1. Company Industry2. Size of company3. Buying team4. Sales team5. Use case

1. Who buys?2. Why they buy?3. What are they solving?

Quantitative

1. What product/service did they buy?

2. How long was the sales cycle?3. Successful win information4. Loss information

Kite Desk blog post

https://www.kitedesk.com/blog/sales-101-understanding-and-building-an-ideal-customer-profile-icp/


@DionneMischler

HOW DO YOU ACQUIRE CUSTOMERS?


@DionneMischler

HOW DO YOU ACQUIRE CUSTOMERS?


@DionneMischler

ARE YOU EASY TO BUY FROM?


CUSTOMER ONBOARDING

@DionneMischler

3 Easy Steps – for when your customer says yes

1. Signed contract2. Kick off call3. Training


@DionneMischler

CUSTOMER RETENTION


@DionneMischler

CUSTOMER RETENTION


CUSTOMER RETENTION

@DionneMischler

3 Easy Steps

1. Account Review2. X Touches3. Value tied back to their desired business outcomes


NEXT STEPS

1. Determine Ideal CustomerCollect your data pointsWho/which departments need to be a part of this

conversation and exercise

2. Acquire CustomersDetermine how to get your solution in the customer’s

hands EASILYWhere are your customers and how do you go after

them?

3. Retain CustomersWhat does this need to look like?Who should be a part?

@DionneMischler

PROJECT TIMELINEMonth 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7

Customer Onboarding

Reporting(i.e. track progress)

Customer Retention

Is your Product/solution

read?

Document, document, document

Workflow Automation

Excel-based Activity Reports (Manual) Automate Activity Reports

Ongoing Sales Training

Market Validation/ICP Validation



Source: Predictable Revenue

Team Structure

EFFECTIVE JOB DESCRIPTIONS



THE RISE OF INSIDE SALES


Effective Job Descriptions


@DionneMischler



IDEAL PROFILE OF AN INSIDE SALES PERSON*

@DionneMischler

“The challenge facing Inside Sales Leaders around finding qualified talent is staggering. In essence, today’s Inside Sales

person has to not only have phone, e-mail, and internet competencies, but also the “chops” once seen in the very best

field sales people.”

Paul Macura, Vice President, Oracle Direct

*AA-ISP Training, Development and Accreditation Webinar 8/14

#LS16



IDEAL PROFILE OF AN INSIDE SALES PERSON*

*AA-ISP Training, Development and Accreditation Webinar 8/14

The Old Inside Sales•Good communicator•Good on the phone•Some sales experience

The New Inside Sales•Excellent communicator•Great on the phone•Quota carrying inside sales experience•Virtual presentation expertise•Social Media skilled•Video Capable•Negotiating•Closing•Relationship/Account Management•New Buyer Requirements




THE 4 KEYS PILLARS OF PEOPLE SUCCESS

#LS16 @DionneMischler



JD EXAMPLE



At ABC, we <INSERT VALUE PROPOSTION> and are looking for likeminded folks to join our team. The role of our <XYZ> is absolutely mission critical in achieving our goals. Our <ROLE> fulfill the important role of facilitating business conversations with our prospects and customers, ensuring we’re a fit for them, and making sure they are delighted with our service. In this role, people that have the below track record and qualities are successful:

If you want to join a growing company where you can leverage your professional skill set to <INSERT VALUE TO CANDIDATE> and be part of a team that has tremendous upward velocity, contact [email protected]

Learn more about <ABC> here.

Make it exciting!

Be real!

What’s in it for them!


NEXT STEPS

@DionneMischler

1. Benchmark you current job description2. Identify areas of improvement3. Determine plan to fix 4. IMPLEMENT

#LS16

On a scale of 1 to 10, how would you rate your overall recruitment and retention efforts?

1. Job Description Rating: 2. Networking Rating:


ONBOARDING AND TRAINING



Revenue Stream

JD NetworkingInterviewing

OnboardingTraining


Onboarding and Training


WHAT SALES ONBOARDING REALLY IS




SALES ONBOARDING – NEXT STEPS Make it a part of your Hiring Strategy Make it a part of your Team and Company DNA Document, document, document. Includes Product and marketplace information

@DionneMischler

Monday Tuesday Wednesday Thursday Friday Result

Paperwork/intro’s

Intro’s/downloads from Product, Marketing

Intro’s/downloads from other departments

Read, recapSales ProcessMessaging

Recap/mock-sales calls

Comfortable with value prop

Read, recap, shadow, tech

CRMSales Process

CRM/ToolsSales Messaging

Review with Leadership

Recap/mock-sales calls

Comfortable with VP in own words

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WHAT SALES TRAINING REALLY IS




SALES TRAINING – NEXT STEPS Make it a part of your Onboarding Make it a part of your Team/Company DNA If you’re a start-up, take away the option and make it

mandatory and round robin the team – have them join webinars, read books, etc.

Document, document, document. What verbiage – email and voice mail – work (Sales

Playbook, anyone? Shadowing Live call feedback Create an editorial calendar with the team




WITHOUT SALES TRAINING




WITH SALES ONBOARDING & TRAINING




NEXT STEPS

@DionneMischler

1. Benchmark you team/company*2. Identify areas of improvement3. Determine plan to fix 4. IMPLEMENT

*Taken from Project Managing Inside Sales course

#LS16


LEADERSHIP AND COACHING




Leadership & Coaching

BrightTalk Webinar: Managing v. Leading and Why They’re Differenthttps://drive.google.com/file/d/0ByDUCNdii43zempadmxJSHpGbEk/view

https://drive.google.com/file/d/0ByDUCNdii43zempadmxJSHpGbEk/view








WHAT YOU’LL BE DOING

Manage and Own UpLeading downCollaboratively work across departmentsMotivate your teamCreate and update processTrain and OnboardMeasure success and make adjustmentsKnown by their peers in the industry and community




BY THE NUMBERS#1 Top Challenge for Sales Leaders

Training and Development

_% Manager’s Account for employee’s variance in engagement

70%



WHY AND WHAT




THE BASIC TABLE STAKE1:1 Example Agenda

▪ By the numbers: goal to quota attainment

▪ Activity metrics review

▪ What went well this week?

▪ What didn’t go well?

▪ What should you work on next week?

▪ What do you need me to do?




TRAINING AND COACHING CALENDAR




NEXT STEPS AND RESOURCESWhy did you decide to become a Sales Leader?

Examine these motivations very carefully

What do you need to start doing?

What do you need to stop doing?

What type of Leader do you want/need to be for your team?What actions are you taking to make this happen?

Create your overall Training, Coaching and 1:1 Calendar

1. Jeffrie Story – Unleash your Sales DNA2. WideAngle – 1:1 software and resource. www.wideangle.com3. Ambition – connect your teams. www.ambition.com4. Leisa Reid- Management Training http://employeemanagementconsulting.com/



http://www.wideangle.com/

http://www.ambition.com/

http://employeemanagementconsulting.com/



REPORTING




Reporting

Source: Predictable Revenue



Reporting



Repo

rting


DASHBOARD BASICS – KEEP IT SIMPLE!!Does what your reps look at align to their goals?

Same question for you

Can they at-a-glance, look at their dashboard and know where they’re at? (Both daily and monthly?)Same question for you

Recommend setting up your dashboards and having your reps start their day there

We can’t improve what we’re not measuring and we certainly can’t pay on it.


Reporting


NEXT STEPS


1. Benchmark your current dashboards2. Identify areas of improvement3. Determine plan to fix 4. IMPLEMENT

Reporting

PROJECT TIMELINE - EXAMPLEMonth 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7

Align Sales Structure to Goals

Develop Hiring Plan

Training and Onboarding Plan

Determine your goals

Workflow Automation

Excel-based Activity Reports (Manual) Automate Activity Reports

Ongoing Sales Training

Market Validation/ICP Validation

Reporting

Leadership

Phase 1 Role Specialization

Milestone Check


Milestone Check

Initial Training and Onboarding


Milestone Check

Document EVERYTHING: Process, Sales Process, Verbiage, email and voicemail, ICP



RESOURCES

@DionneMischler

https://blab.im/DionneMischler http://pminsidesales.usefedora.com/

OC Chapter: http://www.aa-isp.org/chapter.php?id=69

#LS16

https://blab.im/DionneMischler

https://blab.im/DionneMischler

http://pminsidesales.usefedora.com/

http://pminsidesales.usefedora.com/

http://www.aa-isp.org/chapter.php?id=69

http://www.aa-isp.org/chapter.php?id=69


RESOURCES


*Project Managing Inside Sales course overview


RESOURCES



WHO AM I?

@DionneMischler

Professional

17 years in Sales and TechnologyBuilt first official Inside Sales team in 2007Today, Founder of Inside Sales by DesignPresident of AA-ISP OC Chapter since 2009

Personal

Born and raised in the Chicago Suburbs living in OCInternational Business & Business Administration degree from Carthage CollegeMarried 9 years; Mother to 2 childrenPassionate about Inside Sales and Education

#LS16


Dionne MischlerFounder, Inside Sales by DesignAA-ISP OC Chapter President

in/DionneMischler@DionneMischler

[email protected]#LS16