striking it rich with sales enablement

Striking it Rich with Sales

Enablement

Sponsored by:

Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.

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Today’s Agenda

What is Sales Enablement?

“Enabling” Sales Enablement

Becoming more strategic

Measurement

Conclusions

Q & A


Today’s Presenter:

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Chief Analyst, Demand Metric Research

Corp.

Connect:

www.demandmetric.com

LinkedIn

Facebook

@DemandMetric

Jerry Rackley

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http://ca.linkedin.com/in/melindacharris

http://www.facebook.com/gowestgroup

http://www.twitter.com/gowestgroup

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“The processes, practices, technologies and tools that improve the

performance and productivity of the sales organization.”


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“The processes, practices, technologies and tools that improve the

performance and productivity of the sales organization.”

Sales Enablement enhances the ability of the sales team to increase

company revenue through sales.


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Sales Enablement Resources

Sales Enablement in 2013: Best Practices, Case Studies and

Insights

Sales Enablement Framework

Sales Enablement Benchmark Study


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The survey says:


15

98

113

118

131

134

137

155

160

162

191

232

0 50 100 150 200 250

Other

It on-boards new sales staff

It flattens the organizational boundaries to secure …

It provides product training

It offers coaching to members of the sales team

It helps integrate new channels into our sales …

It identifies cross-selling opportunities

It performs analysis to understand how well our …

It provides sales effectiveness training

It recommends, provides or administers systems …

It creates materials and assets to improve the …

It develops strategy to help improve the sales …

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How many organizations have it?


Yes, 50%

No, 41%

I don't know, 9%

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Does it work?


46%

56%

0%

10%

20%

30%

40%

50%

60%

Missed goal Made goal

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Does it work?


7%5%

13%

42%

33%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Don't know No discernible contribution

Slight contribution Moderate contribution

Significant contribution


How well is Sales Enablement Understood?

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Understanding is key to effectiveness:


0%

5%

19%

60%

16%

0% 10% 20% 30% 40% 50% 60% 70%

Very poorly

Poorly

Neither poorly nor well

Well

Very well

Significant

None or Slight

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Understanding is key to effectiveness:


16%

58%

19%

7%

0%

0%

5%

19%

60%

16%

0% 10% 20% 30% 40% 50% 60% 70%

Very poorly

Poorly

Neither poorly nor well

Well

Very well

Significant

None or Slight

“Enabling” Sales Enablement

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Key to Sales Enablement success:

Communication!


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Webinars are highly effective

Decentralized sales team

Efficient

Real time

Recorded

Collaboration


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Top priority: internal communication!

Position the Sales Enablement Function:

What does it do?

Who is it for?

How does it help?

How to engage it?

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Communications opportunities:


15

98

113

118

131

134

137

155

160

162

191

232

0 50 100 150 200 250

Other

It on-boards new sales staff

It flattens the organizational boundaries to secure …

It provides product training

It offers coaching to members of the sales team

It helps integrate new channels into our sales …

It identifies cross-selling opportunities

It performs analysis to understand how well our …

It provides sales effectiveness training

It recommends, provides or administers systems …

It creates materials and assets to improve the …

It develops strategy to help improve the sales …

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#1. Strategy to improve the sales process

Idea generation

Idea validation

Polls

Strategy buy-in and rollout


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#2. Materials & assets for the sales team

Don’t just create stuff and toss it over the transom…

Host launch webinars for key new assets

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#3. Recommend, provide & administer systems

Understand needs

Gather requirements

Demo solutions

Provide training


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#4. Provide sales effectiveness training

Identify problem areas (e.g. Objection Handling)

Host webinar with sales team member with the best skills in

problem areas

Consider role-playing

Record webinars for on-demand viewing


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#5. Perform analysis of the sales process

Focus group session with members of the sales team

Record it

Support findings/conclusions with

sound bites of the sessions


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#6. Identify cross-selling opportunities

Host case study webinar for sales team featuring successful cross-

sale

Identify and share opportunities/leads

Preview available resources to help cross-sell


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#7. Integrate new channels

Orientation

Key staff introduction

Systems training

Support training

Assets/resources training


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#8. Coach the sales team

One-on-one sessions to improve performance


Becoming More Strategic

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Strategic orientation


Very operational, 2%Primarily

operational; some strategic, 18%

Equally balanced, 42%

Primarily strategic; some

operational, 26%

Very strategic, 12%

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Strategic orientation & effectiveness


5%

16%

52%

75%

88%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Very operational Primarily operational;

some strategic

Equally balanced


operational

Very strategic

None or slight

Significant

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Strategic orientation & effectiveness


55%

21%

11%5%

13%

5%

16%

52%

75%

88%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Very operational Primarily operational;

some strategic

Equally balanced


operational

Very strategic

None or slight

Significant

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Orienting Sales Enablement strategically

Have a vision for it – don’t just set it up to take orders

Continuously reinforce the vision through your communications

Validate that the vision is aligned with performance and results


Measurement

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Measurements


46%

29%

22% 21% 21% 19%14%

4%9%

2%

0%

10%

20%

30%

40%

50%

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Measurements & effectiveness


15%

45%

52%

56%

77%

0% 20% 40% 60% 80% 100%

None

Achievement of sales goals

Productivity measures

Achieving other financial goals

Measures trusted


No or slight contribution

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Measurements & effectiveness


47%

12%

9%

12%

0%

15%

45%

52%

56%

77%

0% 20% 40% 60% 80% 100%

None

Achievement of sales goals

Productivity measures

Achieving other financial goals

Measures trusted


No or slight contribution

Conclusions

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Conclusions

Orient Sales Enablement strategically


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Conclusions


Communicate effectively


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Conclusions


Communicate effectively

Measure the Sales Enablement process


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Resources to help:

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striking it rich with sales enablement

Business

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