hard lessons don't tell you about sales transformation › pdf ›...

Guiding Media. Inspiring Innovation. Leading Local.

Hard Lessons – What They Don't Tell You About Sales Transformation

Charles Laughlin

SVP & Senior Analyst BIA/Kelsey

March 15, 2016

Neal Polachek

Board Advisor BuzzBoard

Juanita Jennings

Digital Content Director American General Media

2 © 2016 BIA/Kelsey. All Rights Reserved. |

Agenda

Juanita Jennings Digital Content Director

American General Media

Welcome

Digital Share of Advertising

Local Media Ecosystem Defined

10 Lessons Learned around Authentic Sales Transformation

Q&A

Special Offer to attend BIA/Kelsey ENGAGE

Charles Laughlin SVP & Senior Analyst

BIA/Kelsey

Neal Polachek Board Advisor

BuzzBoard

3 BuzzBoard.com

BuzzBoard Marketing & Sales Engagement Platform

Reimagining B2B Sales

4 BuzzBoard.com

Digital Continues Share Gain*

* McKinsey & Co. 2015

But remains a minority of overall media spend

2009 2015 2019

27.5%

43.3% 50.3%

$103.3 $104.0 $102.0 $102.9 $101.2 $102.8

$38.0 $42.6 $47.8 $53.5 $59.3 $66.0

$141.3 $146.6 $149.7 $156.4 $160.4

$168.9

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

2015 2016 2017 2018 2019 2020

Traditional Online/Digital

US

$ B

illio

ns

* BIA/Kelsey U.S. Local Advertising Forecast 2016

5 BuzzBoard.com

We Have a Unique View of the Local Media Ecosystem

6 BuzzBoard.com

1. Reps will adopt quickly because its in their best interest

2. Successful sales transformation is bottoms-up

3. Sales can leverage micro customer segmentation

4. Sales managers would “go with the flow”

5. It’s all about the “audit”

6. CRM and BuzzBoard are separate

7. Sales reps prep for calls in advance

8. Training is the path to adoption

9. Reps are consultative and sell solutions

10. Specialized sales for digital

We’ve Learned Much Since BuzzBoard Launch

1. Reps self-selected use driven by authentic desire to succeed vs. hanging on for benefits

2. Senior leaders drive transformation

3. Marketing needs to leverage micro segmentation

4. Sales managers define the success

5. It’s about insights and competition

6. CRM and BuzzBoard are symbiotic

7. Few reps actually prepare ahead of time

8. Training is negative – needs a breakthrough

9. Reps are still selling products

10. Everyone can sell traditional and digital

We Expected We Learned

7 BuzzBoard.com

Top sellers use BuzzBoard to drive efficiency

Middle sellers use BuzzBoard to achieve & exceed quota

Bottom sellers don’t want to use BuzzBoard or any other tool

Tuned out sellers are checked out and don’t matter

Identify the sellers who will be willing participants in transformation and focus on the sellers who can have the greatest impact on your results

Reps State of Mind Really Matters

Top 10%

Middle 60%

Bottom 20%

Tuned out 10%

8 BuzzBoard.com

Transformation is Tricky – But No Command = No Go

Don’t bother trying unless the senior leadership team is committed - it takes only one senior leader to sabotage true transformation

9 BuzzBoard.com

Micro Segmentation – Not a Toy

Leveraging big data is not just about having big data, its about taking the insights and turning those insights into small pieces of content that engage and excite – don’t bother if you’re not ready to leverage big data

10 BuzzBoard.com

The Manager Does Define Successful Transformation

Of all the stakeholders in transformation – the sales manager may hold the ultimate key to success

11 BuzzBoard.com

It’s All About Insights & Competition

The audit was the door in, the insights and the competition are the means to engagement – no insights – no conversion

12 BuzzBoard.com

One + One Is Three

Leveraging customer engagement with customer tracking is the best of both – one or the other is suboptimal

13 BuzzBoard.com

Few Boy Scouts in the Bunch

SMBs are inundated with sales pitches – “failing to prepare is preparing to fail” – without an absolute commitment to pre-call preparation – SMBs will remain unengaged

14 BuzzBoard.com

“Training” is a Four Letter Word – Storytelling is the Path

Sellers are as inundated with training as SMBs are with sellers – ”training” has become a negative – story telling is the pathway to the sellers emotional triggers

15 BuzzBoard.com

A Difficult Transformation – Product v. Solution Selling

Sellers are stuck in a product sales time warp – today’s buyers are looking for solutions to solve their problems

16 BuzzBoard.com

Selling All Media Not Just Digital Media

It’s still an eyeball and audience centric world – moving the needle requires selling both traditional audience and digital marketing solutions

17 BuzzBoard.com

Wrapping it UP, Transformation is NOT for the Faint of Heart

Informed Segmentation

Demonstrated Leadership

Authentic Engagement

18 BuzzBoard.com

1. Reps will adopt quickly because its in their best interest

2. Successful sales transformation is bottoms-up

3. Sales can leverage micro customer segmentation

4. Sales managers would “go with the flow”

5. It’s all about the “audit”

6. CRM and BuzzBoard are separate

7. Sales reps prep for calls in advance

8. Training is the path to adoption

9. Reps are consultative and sell solutions

10. Specialized sales for digital

Repeat of the Top 10 Lessons Learned

1. Reps self-selected use driven by authentic desire to succeed vs. hanging on for benefits

2. Senior leaders drive transformation

3. Marketing needs to leverage micro segmentation

4. Sales managers define the success

5. It’s about insights and competition

6. CRM and BuzzBoard are symbiotic

7. Few reps actually prepare ahead of time

8. Training is negative – needs a breakthrough

9. Reps are still selling products

10. Everyone can sell traditional and digital

We Expected We Learned

19 © 2016 BIA/Kelsey. All Rights Reserved. | 19 © 2016 BIA/Kelsey. All Rights Reserved. |

Questions?

19 © 2016 BIA/Kelsey. All Rights Reserved. |

20 © 2016 BIA/Kelsey. All Rights Reserved. |

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Questions & Comments:

Guiding Media. Inspiring Innovation. Leading Local.

© 2016 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other

civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the

use or interpretation of this information.

Neal Polachek neal@buzzboard.com

Board Advisor, Buzzboard

www.buzzboard.com

Charles Laughlin claughlin@biakelsey.com

SVP & Senior Analyst, BIA/Kelsey

www.biakelsey.com