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1 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Does eCommerce Self-
Service Top the Performance
of Sales Reps?Point of View
Prepared by:
Insite Software
2 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
• Senior director of Customer Growth Services at
Insite Software
• Focus on early stage B2B eCommerce
• Practitioner perspective, practical strategist
• Director of Marketing and eCommerce at
Geriatric Medical (Insite User/Customer)
• Oversees all integrated eCommerce and marketing
strategy, implementation and results
• Extensive Magento and Insite Commerce experience
Introductions
3 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Key question
Does eCommerce
self-service outperform
sales reps?
4 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Performance depends on situation
Self-Service Channel
• Initial research
• Transactional buying
• Subscription buying
• Account management
• Status checks
Sales Rep Channel
• Complex quoting
• Complex solution selling
• Adoption of digital
• Account expansion
• Managing organizational
risk & political journey
Achieving desired performance requires alignment of
channel capabilities to the buyer’s need.
5 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Performance comparison is difficult
Self-Service KPIs
• Return on ad spend
• Conversion %
• Straight buy %
• Rebuy %
• Self service goal
completion %
Sales Rep KPIs
• Quote to close %
• Revenue retention
• Account MRR / ARR
• Adoption rate of digital
• Distribution compliance
with sales program
Desired outcomes are not the same in different
channels. KPIs in each channel will be different.
6 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Value of analytics and analysis
Offline Engagement
• Print catalogs
• Packaging
• Job site visits
• Phone
• Fax
• Tradeshows
Online Engagement
• Paid media
• Website, portals
• Emails
• Mobile site
• Mobile app
Analytics can be applied to understand channel
contribution, cross-channel influence, sales rep
contribution, and where to invest.
7 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Practical analytics example – email
8 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
KPI dashboard example #1 (online only)
9 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
KPI dashboard example #2 (with sales reps)
10 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer trends
• Decreasing average age (born digital)
• Liquid expectations for all experiences
• Move across channels seamlessly (when incented)
18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+
11 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer migration dashboard
12 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer migration value model
13 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Seller trends
• Transitioning from product focus to customer focus
• Increasing awareness that B2C experiences will not
serve the complexity of B2B
• Increasing segmentation and alignment of messages
14 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Buyer engagement by seller
15 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Basic sales performance comparison
• Revenue
• Order volume
• Order value
• Unit volume
• Unit value
• CLTV
16 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Key question
How can the performance
of both self-service and
sales reps be improved?
17 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Tools for self service & sales reps
18 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Key takeaways
• Channels should complement, not compete
• KPIs should reflect desired outcomes; use
caution when using the same KPIs for self-service
and sales reps
• The sales force needs tools to understand the
customer and engage with digital solutions
• Analytics should unite offline and online data
19 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
Q&A
20 • IRCE 2016 • Comparing Performance of Self Service vs. Sales Reps
1 (866) 746-0377
Insitesoft.com
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