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Lauren Mullenholz Insights LeaderLinkedIn
The Science of Social Selling:Measuring adoption and results
and the Microsoft journey
Philip AmatoMarketing Communications Manager at Microsoft
The Buyer Process Has Changed
5.475% 90%people are now
involved in the average B2B
buying decision
of B2B buyers now usesocial media to be more
informed on vendors
of decision-makers say they never respond to
cold outreach
SOCIAL
Success StoriesSocial SelIing Index (SSI)
ADOPTION
Pipeline & Revenue
ROI
Freshman Sophomore Junior Senior
2.8GPA
3.0GPA
3.2GPA
3.5GPA
Social SelIing Index Defined
Social selling index
0
25
50
75
100
Laggards Leaders
Your Score
82
The components of social selling
Create a professional
brand
Find the right
people
Engage with insights
Build strong relationships
100
The components of social selling
Create a professiona
l brand
Find the right
people
Engage with insights
Build strong relationship
s
100
2xThe impact of SSI
New potential clients
Meetings secured
Opportunities generated
Source: LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.
How do we really look?
1000 20 40 8060
Social Selling Index (SSI)
28.22015
12.22012
It’s lonely at the top
46.7%51.9%
0-20 21-69 70+
SSI distribution for all sales professionals
1.4%
Sources: All Sales Professionals according to Linkedin as of Aug 2015, current SSI average
.
Social sellers are trending up globally
Aug 2014 Aug 2015
21.2
28.2
+33%
Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
ANZ30.03
ASIA24.1
EMEA27.9
LATAM21.2
NAMER30.05
SSI By GEO
Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
ANZ+33%
ASIA+36%
EMEA+34%
LATAM+46%
NAMER+29%
SSI By GEO
Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
Tech and Professional Services lead
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
0 5 10 15 20 25 30 35 40Aug 15 Aug 14Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
Laggard industries are gaining quickly this year
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
0 5 10 15 20 25 30 35 40Aug 15 Aug 14
+37%
+37%
+43%
Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
SMBs show greater social selling adoption
Enterprise Mid-Market SMB
27.1
27.9
30.5
Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
Enterprise Mid-Market SMB
27.1
27.9
30.5
SMBs show greater social selling adoption
+32%+32%
+34%
Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
Globally there’s room on the adoption curve
All Sales Professionals Median: 22
0 100
# of
Sal
es
prof
essio
nals
SSI scoreSources: Aug 2015, All Sales Professionals according to LinkedIn
MSFT Social Sellers
56.1
Company A Company B Company C Company D Company E
25.7
35.8
43.1 45.2
56.0
Microsoft overall SSI compared to competitors
Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
0 - 20 21 - 45 46 - 69 70 +0%
10%
20%
30%
40%
50%
60%
70%
19%
39%36%
6%1%
17%
66%
15%
2.5xmore than competition
Microsoft’s journey: creating a competitive advantage
SSI Range
MSFT Social SellersMSFT Competition
Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
Ahead of the competition in all SSI components
1.2xEstablish a
professional brand
1.2xFinding the right people
1.7xEngaging with
insights
1.5xEstablishing relationships
Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
From SSI to outcomes
+34%Profile
views from decision makers
+74%Decision maker
connections
Microsoft vs. competitors…
Sources: Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.
Inbound profile views and connections at target accounts are predictive of success
Opportunity creation
Close rate
Deal size
+
Ensure sellers are connected with customer contacts
How Do We Start a Program?
How Do We Drive Adoption?
Number of Users
Number of Logins
Days Logged In
Time Per Login
SSI
How we got thereSSI was first used to measure adoption of
social
Microsoft Non-Social Sellers Microsoft Social Sellers
Our SSI trajectory
+7.8
+11.51.5x
higher
40
50
60MSFT Social Sellers
Our journey and program timeline
Worldwide kick-off
Launched CRM system
with SSI
Mid year review with
social selling
Aug 2014 Aug 2015
Resources, education, and accountability have been critical to drive adoption
Resources
Coaching & education
Accountability
Social sellers have moved along the distribution curve
Microsoft Social Sellers SSI
Num
ber
of S
ocia
l Sel
lers
Pre SSIAug 15 SSI
Pre- SSI Median: 48
Current SSI Median: 56 Julie Ovadia- Sr. Director
SSI: 5 to 62
Opportunity impact for high SSI sellers
Low engaged High engaged
+38%
30.3
41.8
# of Opportunities
We saw a direct relationship between SSI and opportunity growth
For every 10
SSI point increase
4.3More
opportunities
=
SSI leaders have increased connectivity and account penetration
IT Decision Makers
70+ SSI
+79%
More decision maker connections than non-social sellers
Business Decision Makers
Sales Navigator users are generating 1.7x the number of opportunities & revenue
1.7xMore opportunities & revenue on average
1.9x
2.3x
3.0xEnterprise & Partner Group
Corporate Group
Public Sector
1.5x
1.2x
5.0x
$Opportunities Revenues
SSI = KPI for social selling program
SSIAv
erag
e de
al s
ize Percent
close rate
Lessons learned from the journey
Measurement is king
Accountability
Enablement
MeasurementYou can’t change what you don’t measure
SSISSI matters and accountability is key
SuccessCelebrate success
Look up your SSI score and get started at:
sales.linkedin.com