Qvidian Sales Effectiveness OverviewQvidian Sales Effectiveness Overview

Rich BerkmanRich BerkmanVP Sales Enablement Strategy

Qvidian Sales Enablement OverviewQvidian Sales Enablement OverviewQvidian Sales Enablement OverviewQvidian Sales Enablement Overview

AgendaSales Enablement Strategy & Platform

Qvidian Overview

Sales Performance Challenges / Goals

What Is A Sales Playbook & Why Do They Work?

ENABLE Process: How To Design Your Sales PlaybookENABLE Process: How To Design Your Sales Playbook

Unique Insight Derived from Playbook Analytics

Playbook Demonstration & RoadmapPlaybook Demonstration & Roadmap

Q/A

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Meet MaxMeet Max

The Qvidian Sales Enablement SuiteInteractive

Sales Playbooks & Analytics Dynamic Sales 

Content Library

RFP, Proposal & Complex Document  Content Library

Automation

Integrated with

Unique & Actionable Sales Performance Analytics

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Sales Enablement Business ChallengesDrive repeatable and consistent sales / interactionSales Portal (SharePoint) has turned into a dumping ground… Impossible to ID what content tools or messaging helps sales winImpossible to ID what content, tools or messaging helps sales winMessaging consistency - with personalizationRetain/reinforce sales process/training Foster Team Selling Knowledge transfer - scale marketing & SMEsFoster Team Selling, Knowledge transfer - scale marketing & SMEsSales forecasting inaccurate / subjectiveSales spending too much time on non-selling activities (CRM)Low adoption on sales technology offerings (CRM Portals )Low adoption on sales technology offerings (CRM, Portals…)

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Exercise #1: Exercise #1: Assess the performance of your sales teamAssess the performance of your sales teamExercise #1: Exercise #1: Assess the performance of your sales teamAssess the performance of your sales teamAssess the performance of your sales teamAssess the performance of your sales teamAssess the performance of your sales teamAssess the performance of your sales teamSales Performance Measures Rank Importance / Potential Impact

Overall win rates

Forecast Accuracy

Ramp up time for new salespeople

Length of sales cycles

Reinforce sales process / trainingReinforce sales process / training

Drive consistent sales messaging

Average deal sizeg

Number of deals reps can work

Percentage of reps hitting quota

New product / service offerings rollout velocity

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How Sales Typically Operate Today

S h l t b ld

How Sales Typically Operate Today

Sales Person

Search laptop, grab old content

Ch k th W bSales Person Check the WebMake it up

Call experts for helpLook in sales portals and intranet sites

BuyerSend emails to yother reps

Improving Sales Performance

Awareness Alternatives Problem Fit Assess Risk Value

Buying ProcessImproving Sales Performance

Why should I listen to you?

What does your

What is your solution?

Will i h

How does it solve my problem?

How does it fit

What ROI can I expect?

Let’s discuss with management.

What’s your bestWhat does your company do?

What problems do you solve?

Who else have you done it for?

Will it meet the following needs?

What makes it different?

How much will it t?

How does it fit into my business?

What will it take to implement?

How long will it

Can I talk to others who have 

done this?

What proof do you have it will work for me?

What s your best and final offer?

Will you accept these terms?

Who needs to approve this?you done it for?

Can you send me some 

information?

cost?

Can you show me how it works?

How long will it take?

Who has to be involved?

work for me?

How will you support me?

approve this?

How do we get started and when?

Discovery Qualification Solution Fit Proof Close

Sales Process

What is a Sales Playbook?What is a Sales Playbook?Playbook [�pleɪ�bʊk] n• (Team Sports / American Football) a book containing a range of

possible set plays• a notional range of possible tactics in any sphere of activity

S l Pl b kSales Playbook• Pitch book, sales training manual, sales primer, battle cards• The 25lb sales training binder left on my desk

Qvidian Sales Playbooks • An Interactive Sales Playbook aligns situation-specific sales and

marketing strategies content tools and coaching with the customer’smarketing strategies, content, tools, and coaching with the customer s buying cycle, all within a CRM system, so a salesperson is armed with what’s proven to work for each selling situation.

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Structure of Sales Playbooks

Content

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Interactive Sales Playbooks

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Five Simple Steps to Create Your Sales PlaybookENgage

• Assemble the team members• Create the work plan & deliverables• Schedule the design sessions

Assess• Identify recurring selling situations• Profile winning sales engagements• Look for patterns, align with sales process

Build• Identify  playbook stages and activities• Assign content, tools, and media to activities• Add coaching tips for stages and activities• Identify and fill information gaps

Launch• Start with pilot group, get feedback• Roll out to sales team with support from cross‐

functional management

Evolve• Monitor usage• Measure impact • Leverage analytics to find opportunities to optimize 

playbooks

Qvidian Sales Playbook TemplateQvidian Sales Playbook Template

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Playbook Type/ Name: ______________________________________

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

A ti it / C t t

__________ __________ __________ __________ __________ __________

___________ ___________ ___________ ___________ ___________ ___________

Activity / Content / Link

Activity / Content / Link ___________ ___________ ___________ ___________ ___________ ___________

___________ ___________ ___________ ___________ ___________ ___________

Activity / Content / Link

A i i / C___________ ___________ ___________ ___________ ___________ ___________

___________ ___________ ___________ ___________ ___________ ___________

Activity / Content / Link

Activity / Content / Link

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Exercise #2: Exercise #2: What Playbook Is Right for our Business?What Playbook Is Right for our Business?Exercise #2: Exercise #2: What Playbook Is Right for our Business?What Playbook Is Right for our Business?What Playbook Is Right for our Business?What Playbook Is Right for our Business?What Playbook Is Right for our Business?What Playbook Is Right for our Business?

Build a Variety of Playbooks for Different Selling Situations

• Lead Management• Opportunity Management• Strategic Account Management• Proposal Management• Retention

ll ll• Cross‐sell, Up‐sell• Industry Vertical• Customer Segment• Account Management• Account Management• On‐boarding / Ramp Up• Delivery / Implementation• Many othersMany others….

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Structure of a Sales Playbook (stages)Structure of a Sales Playbook (stages)Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Identify the Stages of your Sales Playbooks

Pl b k d f St d A ti iti St th fi t l l

__________ __________ __________ __________ __________ __________

Playbooks are made up of Stages and Activities.  Stages are the first level you define in a playbook.  For example, here are  a sample of 5 stages that might be set up for an opportunity playbook:

‐ Stages represent the major phases or milestones of a selling cycleg p j p g y‐ They can be used to represent any sequence of activities where you are trying to drive repeatable behavior ‐ They can also simply be categories or containers of information to support a sales activity‐ They can reflect the stages of a standardized sales methodology (e.g., The Complex Sale)

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Structure of Sales Playbooks (activities)Structure of Sales Playbooks (activities)

___________ ___________ ___________ ___________ ___________ ___________

Activity / Content / Link

Activity / Content

Identify the 3‐5‐8 primary activities within the stages of the playbook

___________ ___________ ___________ ___________ ___________ ___________

Activity / Content / Link

Within each of the stages, you can have a variety of Activities. For example:

These would be the activities within the “Discovery” Stage

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Examples of Playbook Activities / ContentExamples of Playbook Activities / Contenta p es o ayboo ct t es / Co te ta p es o ayboo ct t es / Co te t• Case studies and Business Case Scenarios• Presentations, Product, Service or Solution information• Podcasts (e.g., Coaching, Objection Handling, etc..)• Pricing Forms and Worksheets• Coaching Tips on How to Setup Face‐to‐Face Meetings

A t d C t t• Agreements and Contracts• Sample Letters and Email templates• Organizational Charts• Graphics• Graphics• Sample Winning Proposals• Marketing Brochures• Executive Bios and Subject Matter Expertsj p• Company History Presentations

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Dynamic Playbooks, Stages & Activities Driven by CRM Lead, Account or Opportunity Detail

Solution Selling® for Qvidian Playbooks in CRM

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Increase Conversion of Leads to Opportunitiesc ease Co e s o o eads to Oppo tu t esny

re C

om

pan

Soft

wa

C h a l l e n g e s ? R e s u l t s   A c h i e v e d !

• Provide access to a newly designed call script • Link in a ‘Champion Kit’ for reps to follow‐up with prospects• Track where leads are converting and average length of time 

to convert

• Increased the conversion rate as reps use the newly presented sales tools

• Increased the throughput of lead processing by putting all the key lead mgmt tools in one playbook at their fingertips

Foundation: Powerful Dynamic Content LibrariesGoogle-like search and customizable search options for content & expertsPrivilege-based access to the most up-to-date content Personalized documents & presentationsEasy to save and share favorite documents & presentations for reuseEasy to save and share favorite documents & presentations for reuseEasily connect to other content systems, applications or tools from Playbook

Evolve: Analytics from playbooks spotlight what to do next!

What are Playbook Influenced Sales Performance Analytics?Qvidian provides unique actionable insights that help your sales team close business at eachQvidian provides unique actionable insights that help your sales team close business at each stage of the buyer process.  

How are these Sales Performance Analytics different from what I already get from my CRM?my CRM?Sales Playbooks deliver new insight into how your sales activities impact the sales cycle allowing various stakeholders to take immediate action to improve sales performance. 

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Evolve: Greater Visibility, Metrics Not Hunches!• How can I improve my confidence in forecast 

accuracy?

– Spotlight which deals are real by opportunity 

– Compare what a rep reports to actual events

• How can I identify the choke points in deals and the sales process?

A l i i i h d l ll– Analyze activities that cause a deal to stall

– Compare velocity of playbook stages to forecast stages

• What value and impact are the content, tools and other resources having on sales?

– Marry activity usage with deal outcomes 

– Highlight activities that advance and drive deals to close

On average, over 50% of forecasted deals don’t close and more than 40% of sales repsto close

– Eliminate ineffective sales activities

don t close and more than 40% of sales reps fail to hit quota.

CSO Insights 2009 Sales Performance Optimization Survey

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Analytics/Value for Sales RepsAnalytics/Value for Sales Reps

Sell more effectively and efficiently

Quickly assess what needs to bewhat needs to be done next.

Sirius Decisions on Integrated Sales PlaybooksSirius Decisions on Integrated Sales Playbooks

Process/

Sirius Perspective: Integrated sales playbooks are critical in an organization’s drive to improve sales productivity.

ener

gy) Productivity

Process/Skills/Tools

y (ti

me

& e

Increased Productivity:o More Opportunitieso Shorter Sales Cycleso Larger Deal Size

IntegratedSales

ffici

ency

Content/

o Larger Deal Sizeo Higher Win Rates

Home

SalesPortal

Playbooks

Effectiveness (quality & results)

Ef Content/

KnowledgeActivities

Home-Grown

Source: SiriusDecisionsEffectiveness (quality & results)

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Source: SiriusDecisions

Sales Playbooks & Analytics RoadmapSales Playbooks & Analytics Roadmap

Playbooks for Tablets and Smart PhonesPlaybooks for Tablets and Smart PhonesStandalone Playbooks (i.e. not CRM integrated)Deeper Integration with SharePoint and Other Content RepositoriesD I t ti ith l di M k ti A t ti S tDeeper Integration with leading Marketing Automation SystemsAdditional Reporting & Analytics CapabilitiesEnhanced User InterfaceExpanded Browser Support

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Benefits for Qvidian CustomersBenefits for Qvidian CustomersDynamic content managementImproved sales & marketing effectivenessIncreased sales productivity / performanceAccess to sales information contextual to opportunitiesTechnology aligned with sales / buyers processgy g y pReinforcement of sales process – drive consistencyReduced ramp up time (new salespeople / product messaging/info)Higher win rates / Increased revenueHigher win rates / Increased revenueShorter sales cyclesImproved forecast accuracyTargeted guidance/learning through sales cycle

What would it take to get a playbook effort i f i ti ?going for your organization?

Identify Team – Sponsor / Governance TeamIdentify Team Sponsor / Governance Team• VP Sales & Marketing, Sales Operations, Product Marketing, Field Effectiveness,

Sales Training…???

Discuss Selling Situations Relative to Corporate Objectivesg p j• Reinforce sales process, drive productivity, increase win rates, etc…?

Identify Compelling event• Sales training, kick-off meeting, recent acquisition, new hires, new products?

Contact Qvidian to help outline a business case and make you successful!

Contact InformationQvidian, Inc.175 Cabot Street, Suite 210Lowell, MA 01854Ph 1 (877) 523 4368

Rich BerkmanVP Sales Enablement StrategyRich.Berkman@qvidian.com

Phone: +1 (877) 523 4368Email: info@Qvidian.comhttp://www.Qvidian.comMax Video

+1(978)703‐7694

Twitter: @Qvidian @RichBerkwww facebook com/qvidianwww.facebook.com/qvidianhttp://www.youtube.com/qvidian

Sales Enablement Resources

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