Striking it Rich with Sales Enablement

Striking it Rich with Sales
Enablement

Sponsored by:

Demand Metric Research Corporation Copyright © 2013. All Rights Reserved.

Today’s Agenda


What is Sales Enablement?



“Enabling” Sales Enablement



Becoming more strategic



Measurement



Conclusions



Q&A

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Today’s Presenter:

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

Chief Analyst, Demand Metric Research
Corp.



Connect:
www.demandmetric.com
LinkedIn

Facebook
@DemandMetric
Jerry Rackley

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“The processes, practices, technologies and tools that improve the
performance and productivity of the sales organization.”

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“The processes, practices, technologies and tools that improve the
performance and productivity of the sales organization.”

Sales Enablement enhances the ability of the sales team to increase

company revenue through sales.

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Sales Enablement Resources


Sales Enablement in 2013: Best Practices, Case Studies and
Insights



Sales Enablement Framework



Sales Enablement Benchmark Study

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The survey says:
It develops strategy to help improve the sales…
It creates materials and assets to improve the…
It recommends, provides or administers systems…
It provides sales effectiveness training
It performs analysis to understand how well our…
It identifies cross-selling opportunities
It helps integrate new channels into our sales…
It offers coaching to members of the sales team
It provides product training
It flattens the organizational boundaries to secure…
It on-boards new sales staff
Other
0

232
191
162
160
155
137
134
131
118
113
98
15
50

100

150

200

250

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How many organizations have it?
I don't know, 9%
Yes, 50%

No, 41%

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Does it work?
60%
50%

56%
46%

40%
30%
20%
10%
0%
Missed goal

Made goal

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Does it work?
45%

42%

40%
33%

35%
30%
25%
20%
13%

15%
10%

7%

5%

5%

0%
Don't know

No discernible
contribution

Slight contribution

Moderate
contribution

Significant
contribution

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How well is Sales Enablement Understood?

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Understanding is key to effectiveness:
16%

Very well

60%

Well
19%

Neither poorly nor well

Significant
None or Slight

5%

Poorly

Very poorly

0%

0%

10%

20%

30%

40%

50%

60%

70%

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Understanding is key to effectiveness:
Very well

16%
0%
60%

Well

7%
19%
19%

Neither poorly nor well

Significant
None or Slight

5%

Poorly

Very poorly

58%
0%
16%
0%

10%

20%

30%

40%

50%

60%

70%

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“Enabling” Sales Enablement

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Key to Sales Enablement success:


Communication!

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Webinars are highly effective


Decentralized sales team



Efficient



Real time



Recorded



Collaboration

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Top priority: internal communication!


Position the Sales Enablement Function:



What does it do?



Who is it for?



How does it help?



How to engage it?

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Communications opportunities:
It develops strategy to help improve the sales…
It creates materials and assets to improve the…
It recommends, provides or administers systems…
It provides sales effectiveness training
It performs analysis to understand how well our…
It identifies cross-selling opportunities
It helps integrate new channels into our sales…
It offers coaching to members of the sales team
It provides product training
It flattens the organizational boundaries to secure…
It on-boards new sales staff
Other
0

232
191
162
160
155
137
134
131
118
113
98
15
50

100

150

200

250

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#1. Strategy to improve the sales process


Idea generation



Idea validation



Polls



Strategy buy-in and rollout

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#2. Materials & assets for the sales team


Don’t just create stuff and toss it over the transom…



Host launch webinars for key new assets

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#3. Recommend, provide & administer systems


Understand needs



Gather requirements



Demo solutions



Provide training

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#4. Provide sales effectiveness training


Identify problem areas (e.g. Objection Handling)



Host webinar with sales team member with the best skills in
problem areas



Consider role-playing



Record webinars for on-demand viewing

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#5. Perform analysis of the sales process


Focus group session with members of the sales team



Record it



Support findings/conclusions with
sound bites of the sessions

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#6. Identify cross-selling opportunities


Host case study webinar for sales team featuring successful cross-

sale


Identify and share opportunities/leads



Preview available resources to help cross-sell

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#7. Integrate new channels


Orientation



Key staff introduction



Systems training



Support training



Assets/resources training

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#8. Coach the sales team


One-on-one sessions to improve performance

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Becoming More Strategic

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Strategic orientation
Very strategic, 12%

Very operational, 2%

Primarily
operational; some
strategic, 18%

Primarily strategic;
some
operational, 26%
Equally
balanced, 42%

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Strategic orientation & effectiveness
100%

88%

90%

75%

80%
70%
60%

52%

50%
None or slight

40%

Significant

30%

16%

20%
10%

5%

0%
Very operational

Primarily
operational;
some strategic

Equally
balanced

Primarily
Very strategic
strategic; some
operational

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Strategic orientation & effectiveness
100%

88%

90%

75%

80%
70%
60%

55%

52%

50%
None or slight

40%

Significant

30%

21%
16%

20%
10%

13%

11%

5%

5%

0%
Very operational

Primarily
operational;
some strategic

Equally
balanced

Primarily
Very strategic
strategic; some
operational

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Orienting Sales Enablement strategically


Have a vision for it – don’t just set it up to take orders



Continuously reinforce the vision through your communications



Validate that the vision is aligned with performance and results

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Measurement

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Measurements
50%

46%

40%
30%
20%

29%
22%

21%

21%

19%
14%

9%

10%

4%

2%

0%

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Measurements & effectiveness
77%

Measures trusted
56%

Achieving other financial goals

52%

Productivity measures

Significant contribution
No or slight contribution

45%

Achievement of sales goals
15%

None
0%

20%

40%

60%

80%

100%

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Measurements & effectiveness
Measures trusted

77%
0%
56%

Achieving other financial goals

12%
52%

Productivity measures

Significant contribution

9%

No or slight contribution

45%

Achievement of sales goals

12%
15%

None

47%
0%

20%

40%

60%

80%

100%

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Conclusions

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Conclusions


Orient Sales Enablement strategically

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Conclusions





Communicate effectively

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Conclusions





Communicate effectively



Measure the Sales Enablement process

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Resources to help:

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Striking it Rich with Sales Enablement

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