sales force enablement best practices and emerging trends
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Proprietary & Confidential Copyright 2008-2014 2014 Sales Force Productivity Conference
15-17 September, Atlanta, Georgia
Sales Force Productivity
Conference 2014
Sales Force Enablement
Best Practices and Emerging
Trends
Tamara Schenk
Research Director
MHI Research Institute at MHI Global
© MHI Global. All Rights Reserved. 2
Sales Force Enablement Best Practices and Emerging Trends
S e p t e m b e r 1 7 , 2 0 1 4T a m a r a S c h e n k
©Copyright 2014 MHI Global. All Rights Reserved.
Source: 2014 MHI Research Institute Sales Performance and Productivity Study
51% of those achieving forecast spend more than $1,000 per person in sales enablement
0%
5%
10%
15%
20%
25%
30%
Don't know Less than$500
$501 to$1,000
$1,001 to$2,000
$2,001 to$5,000
More than$5,000
12%
29%
27%
19%
8%
6%
10%
15%
24%
20%21%
10%
Forecast <100%
Forecast +100%
©Copyright 2014 MHI Global. All Rights Reserved.
@tamaraschenk
http://www.linkedin.com/in/[email protected]
2005-2013: T-Systems International GmbH:VP Sales Enablement & TransformationSenior Manager Sales EnablementHead of Business Development Utilities2001-2005: Managing Consultant, Detecon
Sales & Delivery1999-2001: Diebold: Senior Consultant:
Sales & Delivery1998-1999: Ratio Ltd. Overseas Division
Project Manager, Sweden1992-1998: Rausch + Partner (own company):
Sales & Delivery
Tamara SchenkResearch DirectorMHI Research Institute
New Sales Enablement Data2014 MHI Sales Performance and Productivity Study
Sales Force EnablementFoundation
From chaos to structure: The MHI Sales Force Enablement Master Framework
Your take-aways
©Copyright 2014 MHI Global. All Rights Reserved.
Source: 2014 MHI Research Institute Sales Performance and Productivity Study
2% 2%3% 3%3%
7%5%
8%10%
10%
22%14%
19%15%
15%16%
22% 25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014
Inability to communicate valuemessages
Inability to attract new clients
More complex buying
Competition/Pricing
Internal admin challenges
Other
Inability to expand in existingaccounts
Too many products to sell
Turnover
“Inability to Communicate Value Messages” remains top challenge in 2014
©Copyright 2014 MHI Global. All Rights Reserved.
Source: 2014 MHI Research Institute Sales Performance and Productivity Study
Those forecasting to (over)achieve plan have a broader scope of Sales Enablement
3%
25%
32%
37%
51%
50%
52%
55%
58%
3%
36%
40%
49%
51%
58%
63%
63%
65%
Others
Onboarding Programs
Product Launch Programs
Tools & Tech. Training
Internal Content
Client facing content
Product Training
Customer Mgmt Training
Sales Skill Training
Forecast > 100%
Forecast <100%
©Copyright 2014 MHI Global. All Rights Reserved.
What‘s missing?
Sales Training
TransformationProductivity
Sales Content
Messaging
Effectiveness
Playbooks
Performance
Technology
Skills & Competencies
Revenue Growth
The customer…
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"We cannot solve our problems with the same thinking we used when we created them."
Albert Einstein [1879 – 1955]
©Copyright 2014 MHI Global. All Rights Reserved.
"The main thing is to keep the main thing the main thing."Stephen Covey
Entire customer'sjourney with theentire stakeholdernetwork
At each stage
At all levels
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Awareness
Need tochange
DefineSituation
Buying
EvaluateOptions
Select Best
Imple-ment
AssessValue
Implementation & Adoption
Customer's Journey
Enablement Services for Sales Professionals
Coaching Services for Frontline Sales Managers
Miller Heiman Research Institute Research Note:Sales Enablement – Customer Core
©Copyright 2014 MHI Global. All Rights Reserved.
Frameworks…
provide a supporting structure, coveringseveral dimensions and a set of ideas
provide a visual aid to better understand and to easily navigate complex environments
are designed with one core principle: Simplicity
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Enable-ment
Services
Enable-ment
Operations
Vision &StrategyCharter
Change/Adoption
Cross-functional Collaboration
Customer's Journey
Integrated Value Creation Process
People, Performance powered by Sales Leadership
Principles, Processes powered by technology
Miller Heiman Research Institute Research Note:Sales Force Enablement – Master Framework
©Copyright 2014 MHI Global. All Rights Reserved.
Results & WinsChange & Situation Value Perception
Providing Perspectives
Customer‘s Journey
Select Best
Imple-ment
AssessValue
EvaluateOptions
Need tochange
DefineSituation
Best Buying Vision
Future Vision of Success
OwnOutcome
IncreaseValue
Content & Training
Context & Concepts
Content & Training
Decision Dynamics
Content & Training
Value Dynamics
Focus
Principle
Services
ScopeSales Pro‘s
ScopeFSM‘s
Coaching Framework for FSMs
Business Awareness - Skills, Knowledge, Strategies, Expertise
©Copyright 2014 MHI Global. All Rights Reserved.
Source: lucaforni.com
Every piece of content requires at
least a "how to use" training
No sales training without content
©Copyright 2014 MHI Global. All Rights Reserved.
Sales Force Enablement
Enabling the sales force “muscles”
Sales Operations
Shaping the sales system “skeleton”
Miller Heiman Research Institute Research Note:Sales Operations – Partner for Sales Enablement
©Copyright 2014 MHI Global. All Rights Reserved.
Successful Adoption
Map strategy to execution
1
Create charter and
change Story2
Rollout Enablement
Services3
Measureresults
6
Drive reinforcement
and change5
Build business awareness
Develop FSMs4
©Copyright 2014 MHI Global. All Rights Reserved.
Data shows that those who achieve plans invest more in sales enablement than others
BusinessImpact
EnablementServices
Tailor enablement services along customer’s journey
Align content, messaging and training
Customers at the Core
One design point: customer’s journey
Use customer core framework to navigate complexity
©Copyright 2014 MHI Global. All Rights Reserved.
Customer Core
Design
Front Line Sales
Managers
Scope
Sales Operations
Foundation
Integrated Services
Collabora-tion
Contact us - The MHI Research Institute! We are happy to help YOU!
©Copyright 2014 MHI Global. All Rights Reserved.
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Analysis identifies attributes of World-Class Sales Performance
Data is the basis of research services, benchmarking company performance to World-Class Sales Performance
2014 Study: 1,100+ responses, 15 verticals
2015 MHI Global Sales Best Practices Study
open through November 30th
www.millerheiman.com/research
Respondents have access to results via Executive Summary and exclusive participant webinar.
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MHI Research Institute is a research
organization dedicated to improving
the performance and productivity
of complex B2B sales organizations,
providing strategic analysis and
decision making support for leaders
that develop and execute sales
strategies.
We measure, research and analyze
the attributes, behaviors and
strategies that drive World-Class
Sales Performance.MHI Global Sales System®
Sales Force Enablement Best Practices and Emerging Trends
S e p t e m b e r 1 7 , 2 0 1 4T a m a r a S c h e n k
Thank you!
15-17 September, Atlanta, Georgia
Sales Force Productivity
Conference 2014
22