From the B2B Content2Conversion Conference, with: Panelists: -Matt Heinz, President, Heinz Marketing -Ken Roden, Product Marketing & Sales Enablement Strategist, PayScale -Stephanie Lee, Manager, Customer Marketing, Zendesk

1. #C2C16

2. Sales Enablement: The
Critical Last Mile Of
Engagement
#C2C16

3. #C2C16
Moderator:
• Matt Heinz, President, Heinz Marketing
Panelists:
• Ken Roden, Prodcut Marketing & Sales Enablement
Strategist, Payscale
• Stephanie Lee, Manager, Customer Marketing,
Zendesk
• Courtney Caldwell, President, The Write One

4. Sales Enablement
at PayScale
#C2C16

5. www.payscale.com
Sales
Reps
Back in 2014…
Concerned about Sales productivity
Stretched thin
Content unused
Frustrated
Unable to find tools
Making their own
Sales
Management
Marketing

6. www.payscale.com
Set up Highspot environment
Engage influencers
Create an action plan
Building and Buying
Demand
Generation
Mktg
Leadership
Sales
Ops
Sales
Mgmt
•New•
Sales Exce

7. www.payscale.com
Rollout
Trainings
Grass roots
Incentive program
Provide “carrot” to
ensure adoption

8. www.payscale.com
The Results
Sales
Reps
Sales productivity Focus on skills
dev.
Stretched thin Focus on coaching
Content unused
Frustrated
Unable to find tools
Making their own Long term
goal
Sales
Management
Marketing

9. www.payscale.com
“ Finding new new stuff is where Highspot
is really beneficial - it's great to see new
content in the "featured content" section
on the home page.”
-Alex Hall

10. www.payscale.com
Ensure adoption
Continue to evangelize
Overshare
Key Learnings

11. www.payscale.com
Continue to optimize sales tools and content
Leverage analytics for deeper, actionable
understanding
Beta to Account Management Team
What’s Next

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Zendesk Sales Enablement Takeaways
Stephanie Lee, Manager, Customer Marketing, Zendesk
Courtney Caldwell, President, The Write One

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Zendesk Project KPIs
Metrics Results
Establish positive QoQ run rate for OB
bookings
OB booking amount increased 130% QoQ
Improve 2015 OB booking attribution by
2.5 points
OB booking attribution up 15+ points,
OVER HALF of total booking MRR
Increase net new OB deals generated 23% increase realized YoY
Increase pipeline generated by OB SDRs 24% increase realized YoY
Improve speed of close When Source=OB, conversion velocity
improved 9% YoY
New prescriptive templates generated 68% of OB MRR in Q115

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Key Zendesk Learnings
Highlights* Lowlights
The average deal size improved 3X in
less than 6 months (recalibration of
personas, training)
The average deal size per oppty was
lowest within project timeframe (but
still 25% better than 2014 actuals)
OB SDR onboarding timeframe and
learning curve shortened
As OB SDR performance improved,
team members were promoted out of
department
*Overall, head of sales and head of marketing now tightly aligned on pipeline management and sales forecast

15. Questions?
#C2C16

16. #C2C16
Thank You

17. #C2C16