1. SALES & MARKETING ALIGN TO TAKE
ON SOCIAL SELLING AT RED HAT
Matt Androski
Vice President Regional Sales,
Red Hat
mandrosk@redhat.com
@MSA27
David Somers
Director Marketing and Sales
Effectiveness, Red Hat
dsomers@redhat.com
@dcsomers
Sales 2.0
Michael Indinopulos
Chief Marketing Officer
midinopulos@peoplelinx.com
@michaelido
3. #1
OPEN
SOURCE
LEADER
55 consecutive quarters
of revenue growth
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4. WHAT WE DO
We offer a range of mission-critical software and services covering:
BENEFITS TO OUR CUSTOMERS
Open collaboration: Products
that meet customer needs
Shared development:
Accelerated innovation
Better security—assurance
CLOUD
MIDDLEWARE
APP DEV – MOBILE
OPERATING SYSTEM
VIRTUALIZATION
STORAGE
Better price/performance
Better quality
Faster technology innovation
Flexibility
Long-term deployment
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5. RED HAT SOCIAL SELLING PROGRAM
Objectives
Amplify the brand
Drive awareness for Red Hat
Improve Sales Effectiveness
Extend sales presence to social channels
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6. Q4 of last fiscal year
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GETTING STARTED
Key Initial Requirements
1. Help sellers establish professional
online presence
2. Make it easy for sellers to share curated
content
Lessons Learned
• Local sales and marketing support is
critical
• Need to educate associates on what is
and isn’t social selling
• Social selling is a non-trivial change
management undertaking
Pilot Program
7. Effectively use social networks to engage prospects and customers
Phase I – Awareness
(first 6 months)
• Social presence
• Curated social content
• Success = adoption/usage
Phase II – Behavior Change
(second 6 months)
• Social listening
• Network development
• Success = engagement
Approach
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SOCIAL SELLING = SALES 2.0
8. The Journey
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THE MAKING OF A SOCIAL SELLER
Social Presence
Social Listening
Network Development
Engagement
9. INITIAL RESULTS ENCOURAGING
March – August 2015
• 50% of global sales force registered for PeopleLinx
• 44% are active users (login within last 30 days)
• ~3K PeopleLinx optimizations completed
• 100K+ clicks and almost 20K shares in first 6 months
• LinkedIn Social Selling Index (SSI) score highest
among peer groups (reported by LinkedIn)
• Beginning to see lead conversion from social
engagement
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10. Marketing & Sales Alignment
Executive Support
Measurement
Social Selling Platform
(PeopleLinx)
Education
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SUCCESS DRIVERS
12. Goals for next 12 months
12
NEXT STEPS
• Continue to
grow adoption
• 40% of sales
Social Selling
Certified
• Align content
to corporate
social editorial
calendar
• Sales 2.0 real
• Quantify
pipeline
impact
