Social networkSupport sales to identify leads and the rightdecision-makers

Relationship intelligence automationLeverage internal data and external data to understand relationships and relationship strength

High-value marketing contentEngage with content aligned to the customer’s agenda while reinforcing company brand andkey marketing messages

Cross-channel coverage managementDeliver consistent, seamless experiences to maximize revenue opportunities and cost efficiency across channels

Digital performance managementConnect marketing and sales activities and performance to financial outcomes

Digital sales confidenceIntegrate digital capabilities into sales motions

Understand customer’s agenda and position solutions

Digitalsales

Marketing,sales &

performance

“ Marketers who are siloed and sales people who are siloed will not survive within this increasingly independent, knowledgeable, sophisticated buyer.”

– Mary Shea, Forrester Research, B2B Buyers Mandate a New Charter for Marketing and Sales

B2B buyers feel they don’t need or trust your sales organization anymore

B2B buyers are becoming elusive. To find buyers and add value to the buying process, sales organizations must become just as digital as their B2B buyers.

• B2B buyers are bringing business-to-consumer (B2C) purchasing expectations to their B2B decision-making.

• B2B buyers are using self-service digital channels to research and buy products in a crowded, constantly changing market with shorter product life cycles.

• B2B buyers trust online information and their peers more than salespeople (sometimes bypassing salespeople altogether).

of B2B purchases start with search1

of B2B buyers say purchasing from a website is more convenient4

of B2B buyers find going online superior to interacting with a salesperson5

of B2B buyers say they regularly use social media in their decision-making process3

of decision-makers never respond to a cold call2

Reinventing sales to stay relevant to changing business-to-business (B2B) buyers

EY digital sellingYour digital world. Realized.

© 2018 Ernst & Young LLP. All Rights Reserved. EYG no. 011255-18Gbl ED None.

1. “Why Search + Social = Success for Brands,” Forrester Research, Inc., April 2016.

2. Barbara Giamanco and Kent Gregoire, “Tweet Me, Friend Me, Make Me Buy,” Harvard Business Review, 2012.

3. Kathleen Schaub, “Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience,” IDC Whitepaper sponsored by LinkedIn, April 2014.

4,5. Andy Hoar, “Death of a (B2B) Salesman,” Forrester Research Inc., April 2015.

Chris HergesellExecutive Director, Sales Transformation, Ernst & Young LLP

chris.hergesell@ey.com

To learn more, visit

ey.com/Microsoft.

EY Digital Selling harnesses the power of Microsoft, Adobe and LinkedIn to help empower sellers with a new way of finding and engaging customers.How can we help?

Measuresales

performance

Identifyrelationships

Engage withrelevance

ImproveCRM usage

Digitalselling

• Integrate sales with marketing to find buyers and determine the best path to initiate contact based on relationship strength

• Equip the sales team with the information that gives them insight into what is important for their buyers

• Allow sales reps to update CRM via Microsoft Outlook and drive a richer CRM experience through integration of Sales Navigator

• Provide reports that measure digital sales and marketing activity and connect this to relationship strength, pipeline, and sales

• Give sales reps easy access to turnkey marketing content from CRM or Outlook

“ Top-performing sales people are more likely to use a multi-layered technology-first approach that leverages social intelligence tools for deep research, CRM to manage relationships, and enterprise communication tools to work across their team.”

—LinkedIn’s State of Sales 2017

Increasing revenue

• Generates more leads. A large telecom’s digitally enabled sales reps generated twice as many sales opportunities as traditional sales reps.

• Converts more leads to sales. A marketing automation company increased its lead-to-close conversion rate by 25% through digital selling.

• Boosts average deal size. A world leader in enterprise software saw a 64% increase in average deal size after adopting digital selling.

Decreasing costs

• Secure critical meetings. Sales reps who use digital selling are 5.7x more likely to secure meetings.

• Find the right buyers. Sales reps who actively use digital selling capabilities are 2.7x more likely to identify the best path into a potential client.

• Improve sales productivity. A multinational sales organization found that their inside salespeople who used digital selling achieved 150% of quota on average.

Real-world benefits: