The document discusses Declare Communications and their approach to sales enablement called MASTERS. It describes how the changing B2B sales landscape requires a managed approach to sales enablement. MASTERS provides integrated services to develop and deliver sales enablement programs that connect business strategy to sales execution. It focuses on understanding customer needs and empowering the sales team with relevant content, tools and training.

1.  Declare Communications Ltd A Managed Approach to DeliveringSales EnablementforB2B Technology Vendors Declare Communications www.declare.co.uk DonFernandez don.fernandez@declare.co.uk

2.  Declare Communications Ltd .... the Internet has changed the way customers interact with and buy from B2B technology vendors. .... buyers need more than generic sales pitches, they expect sales people to understand their business, their needs and objectives. They want to understand how you’re going to help them achieve their objectives.

3.  Declare Communications Ltd Let’s look at the factors driving the needto deliver more effective sales enablement

4. Current Landscape  Declare Communications Ltd Average cost of sales outstripping average revenue growth as vendors are being forced to pursue new growth opportunities from new markets  Declare Communications Ltd

5. Current Landscape  Declare Communications Ltd Vendors need to control operating costs without eroding revenue growth  Declare Communications Ltd

6. Current Landscape  Declare Communications Ltd Informed, budget conscious B2B technology buyers are looking for advice, best practice, reference points and tangible business impacts ahead of product pitches or standalone solutions  Declare Communications Ltd

7. Current Landscape  Declare Communications Ltd Buyers disappointed with vendors’ sales engagement Almost 60% indicate that sales people are poorly prepared for meetings / engagements(Source: IDC)  Declare Communications Ltd

8. Current Landscape  Declare Communications Ltd On average, 50% of sales people are missing quota(Source: IDC)  Declare Communications Ltd

9. Current Landscape  Declare Communications Ltd Over 65% of vendor switching is due to sales relationship problems(Source: IDC)  Declare Communications Ltd

10. Current Landscape  Declare Communications Ltd Vendors expect to quantify returns from their investments in CRM, sales automation & sales enablement systems  Declare Communications Ltd

11. Current Landscape  Declare Communications Ltd Sales leaders are under pressure to improve the productivity of their sales organisations in terms of sales effectiveness and sales efficiency  Declare Communications Ltd

12.  Declare Communications Ltd So, how can these issues be addressed? It’s time for a rethink ....

13. Time for a Rethink If the average cost of engaging with customers as a percentage of revenue is not only outstripping revenue growth but also eroding profit margins, how can vendors enable their customer-facing teams to ...  Declare Communications Ltd  Declare Communications Ltd

14. Time for a Rethink  Declare Communications Ltd Become more insightful & responsive to the current needs and expectations of their customers?  Declare Communications Ltd

15. Time for a Rethink  Declare Communications Ltd Increase their productivity & output?  Declare Communications Ltd

16. Time for a Rethink  Declare Communications Ltd Deliver customer value in line with their company’s capabilities and offerings?  Declare Communications Ltd

17. Time for a Rethink  Declare Communications Ltd Extend their capabilities beyond ‘product sellers’ or ‘order takers’ to become ‘trusted advisors’ or ‘partners’ and sit alongside their customers throughout the buying process?  Declare Communications Ltd

18. Time for a Rethink  Declare Communications Ltd Step up to meet the needs of new growth opportunities afforded by entering new markets with new product offerings?  Declare Communications Ltd

19. The Need for a Managed Approach  Declare Communications Ltd To redress the balance between the investment in selling and revenue growth, B2B technology vendors are making the transition from ad-hoc, random, fragmented product and sales trainingtoamanaged sales enablement approach where the start point is solving the customer’s problem rather than selling the company’s products or solutions.  Declare Communications Ltd

20.  Declare Communications Ltd I understand all that .... but where does Declare come in?

21. Declare & Sales Enablement  Declare Communications Ltd Declare’smanaged approach to sales enablement helps B2B technology vendors equip customer-facing employees and partners with the ability to engage in valuable customer interactions aimed at solving customer problems consistently and systematically at each stage of the buying cycle.  Declare Communications Ltd

22.  Declare Communications Ltd Hmm ..... this sounds like it could be interesting. But how does Declare deliver a ‘managed approach’ to sales enablement? I’d like to understand more ...

23.  Declare Communications Ltd Introducing MASTERS Managed Approach to Sales Training, Enablement & Readiness

24.  Declare Communications Ltd Executing Business Strategies in the Field With a focus on customers, MASTERS is an integrated services approachto the development and delivery of sales enablement programmes for B2B technology vendors that connects business strategy with sales execution.

25.  Declare Communications Ltd Focus on Customers CUSTOMERS Expectations, Needs, Objectives, Results Interaction Perception Awareness Experience Satisfaction Relationship Value

26.  Declare Communications Ltd Focus on Customers CUSTOMERS Expectations, Needs, Objectives, Results Interaction Perception Awareness Experience Satisfaction Relationship Value Sales Organisation Business Priorities, Desired Outcomes Assets Processes Methodologies Tools Knowledge Content Systems

27.  Declare Communications Ltd Focus on Customers CUSTOMERS Expectations, Needs, Objectives, Results Interaction Perception Awareness Experience Satisfaction Relationship Value Sales Organisation Business Priorities, Desired Outcomes Assets Processes Methodologies Tools Knowledge Content Systems Stakeholder Functions X-function, Collaboration, Orchestration Corporate Marketing Operations Talent Management Product Management IT Service & Support

28.  Declare Communications Ltd Focus on Customers CUSTOMERS Expectations, Needs, Objectives, Results Interaction Perception Awareness Experience Satisfaction Relationship Value Sales Organisation Business Priorities, Desired Outcomes Assets Processes Methodologies Tools Knowledge Content Systems Stakeholder Functions X-function, Collaboration, Orchestration Corporate Marketing Operations Talent Management Product Management IT Service & Support MASTERS Develop Programme Outcomes & Reporting Assess Needs Content & Communication Metrics & Scorecard Rollout Continuous Reinforcement & Refresh

29.  Declare Communications Ltd OK I get it! Declare offers a managed approach to sales enablement delivered through a combination of consulting, programme development and implementation services. Spot on!

30.  Declare Communications Ltd But without content, sales enablement is still just product and sales training isn’t it? You’re right – and that’s why we’ve built out what we call the Sales Enablement Content Model. This draws on content from right across your business and brings it together in a way that’s right for your customer-facing teams.

31.  Declare Communications Ltd  Declare Communications Ltd Sales Enablement Content Model Comprehensive,co-ordinated, current content delivering a ‘consistent voice of customer value’ to the field at each stage of the buying cycle

32. Sales Enablement Content Model  Declare Communications Ltd Draw on content from across the business Assess value, relevance & currency Develop new or re-purposed content as needed Determine optimum format, delivery & communication methods Align content to buying process  Declare Communications Ltd

33.  Declare Communications Ltd Right, I get the picture. But how do you communicate all this content to sales people? What are the points I need to consider? What’s the best approach?

34.  Declare Communications Ltd Communications Approach Understand & use the language of sales Avoid randomising the field Focus on quality vs quantity Personalised to meet individual needs; roles, industry sectors, territories Reflect local market requirements Make content held in sales portals or content management systems more appealing, valuable & easily accessible Draw on integrated, digital communications techniques Recognise that sales enablement is not enterprise content management Stimulate interest & demand for sales enablement programmes by being: Relevant Timely Valuable

35.  Declare Communications Ltd These are all really useful pointers. This is really making me think about how we’re currently managing and delivering our sales enablement – not just for our own sales people but for our partners too. Another question.....

36.  Declare Communications Ltd We have to make sure we get our sales people and partners up and running from the minute they join us in whatever role or sector they’re in. Can the Declare MASTERS approach help? No problem. Let us show you ....

37.  Declare Communications Ltd 3 Integrated Delivery Elements Drive behaviour, actions & outcomes Meeting individual & role needs Onboarding New to company New to role New to team / division / region Blended self-service, online, & instructor-led delivery

38.  Declare Communications Ltd 3 Integrated Delivery Elements Drive behaviour, actions & outcomes Meeting individual & role needs Onboarding In Role New to company New to role New to team / division / region Role-based Tenure Experience Skillsets Local market needs Customer segments Blended self-service, online, & instructor-led delivery

39.  Declare Communications Ltd 3 Integrated Delivery Elements Drive behaviour, actions & outcomes Meeting individual & role needs Onboarding In Role Reinforcement New to company New to role New to team / division / region Role-based Tenure Experience Skillsets Local market needs Customer segments Application Knowledge sharing Networking Community building Refresh Coaching Blended self-service, online, & instructor-led delivery

40.  Declare Communications Ltd So what Declare offers is a complete consultative approach by taking what we need to do strategically with our customer-facing teams and turning this into the practical delivery of sales enablement programmes. Right!

41.  Declare Communications Ltd .... but how would you define the value of a managed approach to sales enablement?

42. The Value of a Managed Approach  Declare Communications Ltd Enhances sales ability to meet buyers’ needs & expectations Aligns sales enablement to business strategies & sales priorities Integrates with Go-to-Market strategies Aligns marketing activities, process & output to sales process & needs Optimises resources, content & tools Increases the impact & relevance of messaging & value propositions Improves sales access to knowledge & information; internally & externally Ensures sales methodologies, processes & systems are consistently applied Drives sales team communications & collaboration Builds on best practices Increases sales productivity ..... over time!  Declare Communications Ltd

43.  Declare Communications Ltd Also Addresses Operational Issues Ability to deliver consistent customer value Customer satisfaction (NPS) Applying capabilities to customer needs Sales & marketing alignment Cost & operating efficiencies Employee motivation, knowledge retention, satisfaction Internal communications Collaboration & teamwork Community building, social networking Applying systems, tools, processes

44. MASTERS – A Platform for Growth Business Outcomes Revenue growth Customer satisfaction Sales performance Customer-facing Teams Sales Enablement Alignment Right content, right person, right time, right format  Declare Communications Ltd Priorities, needs

45.  Declare Communications Ltd So in value terms, through our managed approach to sales enablement, we’re working to help our clients achieve 3 things ... Sales productivity Operating efficiencies Ability to demonstrate & communicate customer value Achieve these and returns on investment in the selling system and revenue growth will follow.

46.  Declare Communications Ltd Sounds like a sound approach and makes good business sense. But where’s the proof?

47.  Declare Communications Ltd Read full case study - http://www.declare.co.uk/sales-alignment-and-enablement/ “Declare recognises that it takes a whole team to ensure an excellent customer experience. They were a great partner in our efforts at Microsoft to provide targeted sales enablement for our enterprise sales people globally.”Global Director World Class Selling “Declare are professional business leaders with a great track record of transformational success from their time in the IT industry. If you are looking for fresh ideas to re-energise your business, getting the most of your sales people, with clear focus and goals, Declare is a company who can help you achieve this.”Business Manager, Enterprise & Partner Group “The success of Declare’s MASTERS approach to sales enablement in the UK led to the Declare team working in other EMEA countries for Microsoft.”Sales Excellence & Operations Lead, Enterprise & Partner Group  Declare Communications Ltd

48.  Declare Communications Ltd Read full case study - http://www.declare.co.uk/building-a-customer-ready-business/ “Declare invests significant time in appreciating all aspects of the company’s offerings, culture, key sales messages, customer expectations, competitors, USPs, and value propositions. They design and execute extremely professional and effective Sales Enablement programmes that deliver (in all cases) improved staff morale, focused and clear sales methodologies, improved ‘solution-sell’ attitude, and an ongoing sales enablement model that ensures sales success and staff retainment.”Executive Vice President EMEA “Declare combines a deep understanding of technology with an inspirational capability through their communication skills to drive and bring value in a company.”Sales Director EMEA

49.  Declare Communications Ltd I’m liking this. One more thing – who are Declare?

51. Experienced, passionate people with the necessary business expertisecoupled with sales & marketing skillsto bring value to clients

52. Join us online at:

53. Declare Blog

54. LinkedIn