the science of social selling: measuring adoption and results with linkedin

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Keynotes & general

sessions

The Future of Sales

and Marketing

breakout track

Habits of High

Performing Reps

breakout track

How to Build a Social

Selling Organization

breakout track

title title title title

Lauren Mullenholz

Insights Leader

LinkedIn

The Science of Social Selling: Measuring adoption and results with LinkedIn

Philip Amato

Marketing Communications

Manager at Microsoft

Brian Galicia

Director, Technical Sales

Microsoft Dynamics CRM

#salesconnect

How have others seized the opportunity?

Measurement Education Exec Alignment

SOCIAL

Success Stories

Social SelIing Index

(SSI)

ADOPTION

Pipeline & Revenue

ROI

Freshman Sophomore Junior Senior

2.8 GPA

3.0 GPA

3.2 GPA

3.5 GPA


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that you want.

Keynotes & general

sessions

The Future of Sales

and Marketing

breakout track

Habits of High

Performing Reps

breakout track



breakout track


Social SelIing Index Defined

Social selling index

0

25

50

75

100

Laggards Leaders

Your Score

82

The components of social selling

Create a

professional

brand

Find the

right

people

Engage with

insights

Build strong

relationships

100

The impact of SSI

New clients

Meetings secured

Opportunities generated

Source:

LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals

below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.








that you want.

Keynotes & general

sessions

The Future of Sales

and Marketing

breakout track

Habits of High

Performing Reps

breakout track



breakout track


How do we really look?

It’s lonely at the top

46.7%

51.9%

0-20 21-69 70+

SSI distribution for all sales professionals

1.4%

Sources:

All Sales Professionals according to Linkedin as of Aug 2015, current SSI average

.

Social sellers are trending up globally

Aug 2014 Aug 2015

21.2

28.2

+33%

Sources:

Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014

ANZ

30.03

ASIA

24.1

EMEA

27.9

LATAM

21.2

NAMER

30.05

SSI By GEO

Sources:


ANZ

+33%

ASIA

+36%

EMEA

+34%

LATAM

+46%

NAMER

+29%

SSI By GEO

Sources:


Tech and Professional Services lead

0 5 10 15 20 25 30 35 40

Retail & Consumer Products

Manufacturing/Industrial

Aero/Auto/Engineering

Government/Education/Non-profit

Healthcare & Pharmaceutical

Financial Services & Insurance

Oil & Energy

Professional Services

Tech, Telecom, & Media

Aug 15 Aug 14Sources:


Laggard industries are gaining quickly this year

0 5 10 15 20 25 30 35 40

Retail & Consumer Products

Manufacturing/Industrial

Aero/Auto/Engineering

Government/Education/Non-profit

Healthcare & Pharmaceutical

Financial Services & Insurance

Oil & Energy


Tech, Telecom, & Media

Aug 15 Aug 14

+37%

+37%

+43%

Sources:


The Chasm

Early Majority Late Majority Laggards Innovators and

Early Adopters

Social Selling

‘12-’14 ’18-’19 ’20+ ’16-’17

Tech/Media


Retail, Auto,

Manufacturing

34

2015

21

2015

SMBs show greater social selling adoption

27.1

27.9

30.5

Enterprise Mid-Market SMB

Sources:


27.1

27.9

30.5

Enterprise Mid-Market SMB

SMBs show greater social selling adoption

+32% +32%

+34%

Sources:


The Chasm

Early Majority Late Majority Laggards Innovators and

Early Adopters

Social Selling

‘12-’14 ’18-’19 ’20+ ’16-’17

SMB

ENT, Mid Market

31

2015

27

2015

Globally there’s room on the adoption curve

All Sales Professionals

Median: 22

SC Attendees

Median: 64

0 100

# o

f S

ale

s p

rofe

ssio

na

ls

SSI score Sources:

Aug 2015, All Sales Professionals according to LinkedIn compared to Sales Connect Attendees

Leaderboard

1 96

2 95

3 95

4 95

5 94

6 94

7 93

8 93

9 93

10 92

Lindsey Boggs

Darren Marble

Courtney Friedman

Paul Ratner

Jake Reni

Frannie Danzinger

Chris Keneally

Kevin Tully

Gabe Faraone

Shane Oren

Sources:

SSI score as of October 2, 2015.

56.1

MSFT SocialSellers

25.7

35.8

43.1 45.2

56.0

Company A Company B Company C Company D Company E

Microsoft overall SSI compared to competitors

Sources:

Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average

19%

39% 36%

6%

1%

17%

66%

15%

0%

10%

20%

30%

40%

50%

60%

70%

0 - 20 21 - 45 46 - 69 70 +

2.5x more than competition

Microsoft’s journey: creating a competitive advantage

SSI Range

MSFT Social Sellers

MSFT Competition

Sources:


Ahead of the competition in all SSI components

1.2x Establish a

professional

brand

1.2x Finding the right

people

1.7x Engaging with

insights

1.5x Establishing

relationships

Sources:


From SSI to outcomes

+34%

Profile views from

decision makers

+74%

Decision maker

connections

Microsoft vs. competitors…

Sources:

Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.

Inbound profile views and connections at target

accounts are predictive of success

Opportunity creation

Close rate

Deal size

+








that you want.

Keynotes & general

sessions

The Future of Sales

and Marketing

breakout track

Habits of High

Performing Reps

breakout track



breakout track


Leading by example to drive social selling behavior

Ensure that reps represent themselves well and connect to their customers

Ensure sellers are connected with customer contacts

How we got there SSI was first used to measure adoption of social

Microsoft Non-Social Sellers Microsoft Social Sellers

Our SSI trajectory

+7.8

+11.5 1.5x

higher

Sources:

Microsoft internal analysis

.

40

50

60

MSFT Social Sellers

Our journey and program timeline

Worldwide

kick-off

Launched

CRM system

with SSI

Mid year

review with

social selling

Aug 2014 Aug 2015 Sources:

Aug 2014 to Aug 2015, Microsoft Sales Navigator Users, Cohort – Aug 2014

Resources, education, and accountability have been critical to drive adoption

Resources

Coaching &

education

Accountability

Social sellers have moved along the distribution curve

Microsoft Social Sellers SSI

Nu

mb

er

of

So

cia

l S

ell

ers

Pre SSI

Aug 15 SSI

Pre- SSI

Median: 48

Current SSI

Median: 56 Julie Ovadia- Sr. Director

SSI: 5 to 62

Sources:

Aug 2015, Microsoft Sales Navigator Customers, Pre SSI is the score prior to onboarding with Sales Navigator, while Aug 2015 is the SSI score as of Aug 2015 for all Microsoft Sales Navigator users

Opportunity impact for high SSI sellers

Low engaged High engaged

+38%

30.3

41.8

# of Opportunities Sources:

Aug 2014 to Aug 2015, Microsfot Sales Navigator Users, Cohort of users who on boarded prior to Aug 2014

We saw a direct relationship between SSI and

opportunity growth

For every

10 SSI point increase

4.3 More

opportunities

=

Sources:


.

SSI leaders have increased connectivity and account penetration

IT Decision Makers

70+ SSI

+79% More decision maker

connections than non-social

sellers

Business Decision Makers

Sources:


.

Sales Navigator users are generating 1.7x the number

of opportunities & revenue

1.7x More opportunities &

revenue on average

1.9x

2.3x

3.0x Enterprise &

Partner Group

Corporate Group

Public Sector

1.5x

1.2x

5.0x

$

Opportunities Revenues

Sources:

LinkedIn & Microsoft CRM Analysis – Fiscal Year 2015, US Subsidiary Only. October 2015

SSI = KPI for social selling program

SSI

Lessons learned from the journey

Measurement is king

Accountability

Enablement

You can’t change what you don’t measure

SSI matters and accountability is key

Celebrate success