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Creating Urgency & Endorsement with a Data-Driven Mindset

Kristen McCraeSales Enablement & Performance

October 17, 2019

Agenda

● Disruptors & what they do well

● Three core questions when beginning an initiative

● The 5 Step Data-Driven Enablement Process

● Case studies

● Key takeaways

● Questions

“Disruptors”

Companies that actively use data show 50% higher revenue growth than

companies that don’t. - Dell

How data fits into sales enablement

Sales enablement is the strategic, ongoing process of educating,

equipping and empowering sales teams with the content, tools,

guidance, and training they need to effectively GTM.

Who is our customer?

Do we try to relentlessly understand them?

What data helps us do this effectively?

Three core questions of any enablement plan

Core Question #1

What are your business

KPIs?

Core Question #2

How do these trickle down

to your sales KPIs?

Core Question #3

How can you help enable

them to reality?

The 5 Step Data-Driven Enablement Process

ObserveQuantifyImpact on KPIs

Share observationsCreate game plan

Get feedbackAsk for involvement

Leverage supportTracking mechanism

Results -> KPIsNext steps

Align

DevelopExecute

Quantify

Be a consultant

Case Study: Sales Manager Coaching

Observe% coachingDistractions

Optimal %How?

Game planExecution strategy

Change managementExecutive endorsement

RPC increasedQuality & automation tool

Align

DevelopExecute

Quantify

Companies with dynamic coaching programs achieve 28% higher win rates. - CSO Insights

Case Study: Sales Manager Coaching Results

Average Team 1 Team 2 Team 3 Team 4 Team 5 Team 6

Business KPI: Selling one solution, Higher ASPSales KPI: Higher RPC/ASP

Case Study: Coaching Effectiveness Tool

ObserveQuality of coachingCoaching to metrics

Tested tool

Business caseBudget

FrameworkManager expectations

Prep time decreaseFocused coaching → Win rate

Align

DevelopExecute

Quantify

Case Study: Conversation & Coaching Tool Results

Win Rate (Business/Sales KPI)

Case Study: Onboarding Plan

ObserveTransactional approachSelling to features

Business KPIsCustomer retention

Case studiesEmphasis w/every opp.

Message, message, messageDemonstrate the “how”

Average deal size doubled Align

DevelopExecute

Quantify

Case Study: Product Playbook

ObserveLaunch goalConfidence

Collaboration

Project planFeedback loop

Team meetingsManager “trickle down”

Product mix increase Align

DevelopExecute

Quantify

The 5 Step Data-Driven Enablement Process

ObserveQuantifyImpact on KPIs

Share observationsCreate game plan

Get feedbackAsk for involvement

Leverage supportTracking mechanism

Results -> KPIsNext steps

Align

DevelopExecute

Quantify

Three core questions of any enablement plan

Core Question #1

What are your business

KPIs?

Core Question #2

How do these trickle down

to your sales KPIs?

Core Question #3

How can you help enable

them to reality?

Key takeaways

● Develop a framework

● Be a consultant

● Show the impact on business KPIs

● Show the enablement ROI

Questions?

“Without data, you’re just another person with an opinion.”

W. Edwards Deming