Customer Centric Sales Enablement

Customer-Centric Sales
Enablement:
Faster Road To Quota

Christine Crandell
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017

Our clients include..

ChrisCrandell #cxinnovator | www.newbizs.com | © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017

What Keeps CROs Up At Night ?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Increase Win
Rates

Improve
Bigger Deals
Quota
Attainment

Visibility

Shorter Sales
Cycles
Source: Dec 2013 Qvidian


What’s standing in the way?

• 53% say sales processes are not
aligned to buyers

• 33% are having difficulty
clearly differentiating

• 33% say their sales cycles are
too long

Source: Dec 2013 Qvidian


How to fix this
1. Align processes to new buyer-seller dynamic.
2. Focus first on enabling buyers, then Sales.
3. Help Sales step into new role of “coach”.
4. Arm Sales with the “Decoder Ring”.
5. End the content glut.


New Definition of Sales Enablement…
Customer-Centric Enablement
Enable buyers by providing value and
positively influencing them at every journey
step so that they can make rational, justifiable,
and successful decisions on how to achieve
their desired outcome.


Crafting Journey Maps…

Sellers’
Compass™

2014

Map Buyer Enablement to Journeys…
Buyer Enablement Elements
• Know Your Buyer

•
•
•
•

Journey Data
Actions buyers take at each journey step
Expectations of vendors, by step
How vendor trust-worthiness is tested
Definition of value (soft and hard)

•

Content Strategy

•
•
•
•

Sought and valued content by stage and persona
Tone, vocabulary, and objective
Trusted information sources by asset
Preferred channel and device by asset

•

Tollgate

•
•
•
•

When, why, and how
Information needed to successfully pass each tollgate
Short-list & final selection criteria
Trusted sources buyer-roles seek

•

Education vs. Evaluation

•
•
•
•

Trigger event
Sought outcome and how success is measured
How buyers go about educating themselves.
Common objections, concerns and perceived risks by role


Buyer enablement examples


Map Sales Enablement to Journeys…
Sales Enablement Elements
• Market Segments

Journey Data
•
•
•
•

Target outcomes
Business drivers-outcome-solution value chain
Messaging and benefits statements
Channel & behavior patterns (aka will social selling work)

•

Know Your Buyer

•
•
•
•

Priorities, tone & language by role
Relationship expectations by step
How trust and credibility are built
Definition of value (soft and hard)

•

Opportunity Scoring

•
•
•
•

When, Why, How buyer engages sales
EAR weighted score
Short-list & final selection criteria
Journey tollgates & corresponding sales pre-action

•

“Decoder Ring”

•
•
•
•

How sales can enable the buyer and with what asset, etc.
Actions that sales can take at each journey step
Common objections, concerns and perceived risks by step
Content and channel map by journey step


Sales enablement examples
Selling Redefined
• Language
Changed language &messaging to
match customers’ tone,
terminology, & benefits/value
• Call-to-Actions
Matched specific CTAs and Sales
Tools to Journey Step Tollgates
• Align Sales Cycle to Journey
Matched target account selling
strategy to buyers’ business cycles
to increase velocity and win rate
• Social Selling
Roadmap of how to engage with
target buyers via social
• Sales Operations
Restructured lead processes and
hand-off to include detailed contact
background & interaction history
• Content
Deleted 50% of assets & revised
remaining to meet expectations for
each Journey step

3 Things You Can Start Today…
1. Document journey maps
– Through the lens of the buyer!!

2. Customer Roundtable to define enablement
tools and steps
– Conduct in partnership with Sales and Service

3. Revise sales playbooks to be journey-based
– Tie to journey steps and experience expectations


Proven results…

90
100%
40%
30%
20%
+

DAYS TO PAYBACK

INCREASE IN CAMPAIGN RESULTS
INCREASE IN MARKETING ROI
INCREASE IN SALES ACCEPTED LEADS
INCREASE IN REVENUE

ALIGNS SALES AND MARKETING

Who we are …
New Business Strategies helps companies
drive predictable revenue.

• Customer experience and strategy consulting
firm contributed $2.7B in client value.
• Proven track record in operationalizing B2B CX
strategy that deliver measurable results.
• Proprietary Sellers’ Compass™ methodology
for defining and implementing customer
experience.

Resources:

• www.newbizs.com
• DemandMetric.com “How To”
Guide:
“Developing Sales Playbooks from
Journey experience and strategy
• Customer Maps”
• consulting firm contributed $2.7B in
Forbes:
blogs.forbes.com/christinecrandell
client value.

• Consistently define high performance
strategies, marketing and sales processes, and
organizations.

• CMSWire:

• People, process and technology change
management experts.

• HuffPo:

• Practical advice, tools, and training to sustain
success.

www.cmswire.com/author/christinecrandell/
www.huffingtonpost.com/christinecrandell/


Questions
Next Webinar is on:
• February 27th at 10:30am PT
• Topic is on Content Strategy
The March Webinar is on:
• March 27th at 10:30am PT
• Create Integrated Nurture
Campaigns from Journey Maps


Customer Centric Sales Enablement

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