the 6 keys to the successful modern sales organization
Post on 10-May-2015
1.470 Views
Preview:
DESCRIPTION
TRANSCRIPT
Craig Rosenberg TOPO
I need your helpI need your help
Michael BrondelloGlider
Matt HeinzHeinz Marketing
#modernsales
Today’s Speakers
Craig RosenbergCo-Founder, TOPO
© 2013 TOPO
@funnelholic
#modernsales
Matt HeinzCEO, Heinz Marketing
@heinzmarketing
Michael BrondelloGlider
@mikebrondello
Agenda
1. Map the buying
experience
2. Content Selling
3. The Metrics-Driven View
of the World
4. A Commitment to
Coaching
5. Efficient, scalable sales
processes
6. The Automated Sales
Organization © 2013 TOPO
Photo byMikeSchinkel #modernsales
Map the Buying Experience
#modernsales
Delivering a great buying experience is really hardDo you know…1. Who the buyer is?2. The steps the buyer takes to
make a purchase?3. What they want at each step?4. The information they consume
along the way?5. What they really thinks of you at
each step?
6. What the buyer really wants from you?7. How do we design an exceptional buying experience?8. Which touch points will drive the most revenue?9. How to implement that experience?10. How to measure and optimize your buying experience?
#modernsales
Map the Buying Experience
Buyer Stage
Buyer Activity
Status Quo Understand
Requirements/ Options
Engage Vendor(s)Identify Problem/Opportu
nity
Make Decision/Purchase
1. One person support orgOne person handling support cases – CEO/owner or admin does this at 93% of small businesses
2. Using Gmail/Google DocsSingle person using Gmail/Google Docs for customer support issues
3. Number of tickets growingNumber of customers/tickets/complexity of issues growing rapidly
4. Two people now working supportHires/assigns employee to work support issues
5. New employee not self-sufficientNew employee constantly pinging CEO/admin to help with support issues
6. Two person workflow issueCreates workflow issue where company can’t track whether issues have been resolved
7. Assign new employee to find solutionCEO assigns new employee to find technology solution
8. Collects basic infoUses Google -> 3rd party sites -> vendor content to collect basic information and understand market landscape
9. Talks to peersCollects information from peer/end-users on what they did
10. Core features identifiedCore requirements identified as basic ticket management and online support
11. Gathers pricing dataGathers pricing data from well-known vendors’ landing pages
12. Focuses on ease of useRealizes that low set-up costs and ease of use are most important requirement
13. Develops vendor shortlistIdentifies 1-3 vendors who seem to meet requirements at first glance
14. Creates vendor eval planDevelops demo/trial-centric plan to engage shortlisted vendors
15. Visits 1st vendor’s siteBuyer visits perceived leading vendor’s site 1st
16. Signs up for free trialSigns up for free 14 day trial on home page; wants to get started right away
17. Just needs it to workJust wants to make sure software works for core use cases; must be easy
18. Starts using trialTrial actually requires real work to start using, but buyer perseveres
19. No other trialsGiven time that setup takes, buyer will only do one trial
20. Takes call/email from salesSales contacts buyer via phone and email to offer support thru trial
21. Takes 2nd call from sales2nd call from sales reminding buyer that trial is about to expire
22. Internal meeting on decisionQuick meeting with CEO to make recommendation; CEO agrees
23. Buyer decides to purchaseBuyer moves forward with purchase without evaluating other options
24. Enters credit card infoEnters credit card information landing page
25. Buyer becomes customerTrial converts to full customer access and buyer begins using software
#modernsales
The Buyer Your Marketing/SalesWhat is the buying experience from the buyer’s perspective?
Do sales and marketing programs align to the buying experience?
What are the most important steps to the buyer?
Do you prioritize resources based on what’s important to the buyer?
What does the buyer want at each step in the process?
Are you giving the buyer what they want?
Is the buyer satisfied with the buying experience?
How can you continuously improve your buying experience?
Translate the buying experience into your sales and marketing strategy
#modernsales
Content Selling
#modernsales
Sales Stage Approach Qualify, Agree on Need, Presentation Refine Negotiation Close
Buying Stage
Problem Identification
Understand Requirements
Compare Vendors
Shortlist Vendors Negotiation Purchase
Decision
Persona #1 • Changing Buyer
• Content Selling 101
Persona #2 • Executive’s guide to Content Selling
• 10 Habits of Top Sales Leaders
Content mapping happens here
Map content to the buying experience
#modernsales
Awareness
Issue/Question Why do I need this product?
Messaging Soundbyte(s)
“Buyers prefer to consume content then listen to a sales person”“Legacy selling approaches are not as effective today?
Sales Play Focus on the problemUnderstand current environmentDeliver “Changing Buyer” presoSend Ultimate Guide to Content Selling
Content The Changing Buyer (Preso)The Ultimate Guide to Content Selling (Preso)
Process Next Step -Identify persona in CRM for nurturing-Set Follow
Prospect advances when
They identify there is a problem
Create individual content plays for each stage
#modernsales
1
2
3
4
5
Sales and marketing collaborate on buying experience
Sales and marketing need to collaborate when designing a remarkable buying experience for your customers.
Fill gaps in buyer experience map
Marketing needs to create content to satisfy the different steps in the buying process map.
Answer questions Pay close attention to the questions and objections buyers need to know during each stop in the sales cycle and address these questions with content.
Understand why buyers fall out
Create content to help sales save buyers from dropping out of the buying cycle.
Create content offers your buyers want
Content offers are white papers, video, etc. When you understand how buyer’s buy, find out how they like to consume content as well.
Optimize Retire content and add new assets over time.
Build effective sales content
6
#modernsales
The Metrics-Driven View of the World
#modernsales
The metrics and reporting slippery slope
Just because you can track it:• doesn’t mean you should• doesn’t mean it’s important• doesn’t mean it should be on your
exec dashboard
Choose the right metrics to drive your business to higher sales, greater
pipeline yield and profitability
#modernsales
Five metrics you should not track
1. Dials
2. Demos or appointments
scheduled
3. Talk time
4. Salesforce.com logins
5. Logged activities
#modernsales
Ten metrics every revenue organization must track
1. Marketing Cost per Sales2. Customer Lifetime Value3. Nurture Database Success4. Addressable Market Size5. Sales Cycle Length6. Lead- Opportunity – Sales
Conversion Rates7. Deal Size8. Qualified Leads9. Referrals10.Customers
#modernsales
A commitment to coaching
#modernsales
6 ideas for building a great sales culture
1. Get executives involved– Exec sponsorship promotions– Call observations & follow-up
reports
2. Gamification3. Celebrate the big and little things4. Get their families involved
– Awards dinners
5. Mentors6. Open communication
#modernsales
15 sales coaching tips1. Focus on the numbers2. Focus on what they can control3. Compare current and previous habits and
performance measures4. Peer shadowing5. Deal walkthroughs6. Evaluate effort, attitude, and drive7. Use positive reinforcement and constructive
feedback8. Make a comp plan that requires consistent
performance9. Be aware of personal issues10. Create friendly but spirited competition between
reps11. Create a longer version of s contest contingent on
hitting quota12. Go back to basics13. Watch the video tape (be like Pujols)14. Be willing to use a performance plan15. Make sure YOU didn’t add to much process #modernsales
Efficient, scalable sales processes
#modernsales
Training the team
Standardized training programs develop reps to perform at a baseline
“Master the Fundamentals”
#modernsales
Keys to getting data from the funnel
1. Know your process!
2. Use descriptive titles for prospect categories
3. Every prospect needs a home
4. If it’s making the data confusing, you don’t need it!
#modernsales
Defined = automated
An automate process, is a streamlined process.
#modernsales
The Automated Sales Organization
#modernsales
Customer relationship management
• Information
• Opportunities
• Organization
• Scalability
• Automation
#modernsales
Contract management
“Prospects not Process”
#modernsales
Questions?
Matt HeinzCEO, Heinz Marketing
@heinzmarketing
Craig RosenbergCo-Founder, TOPO
@funnelholic
Michael BrondelloGlider
@mikebrondello
Thank You for Joining Us!
Please join us again at our upcoming events at funnelholic.com/events
Next up:
October 2, 2013 Sales Summit :
Quota Busting Sales Strategies from the World’s Top Sales Leaders
top related