Sales Force Productivity Conference ● 15-17 October 2018 ● Ritz-Carlton, Atlanta ● © 2018 The Sales Management Association. All rights reserved.
Building a Sustainable Sales Enablement Strategy
Presented by :
JOHN CALCIO, Qstream
2Sales Force Productivity Conference© Copyright 2018 The Sales Management Association. All rights reserved.
OUR PRESENTER
JOHN CALCIO
Vice President of Sales
Qstream
Building a Sustainable Sales Enablement Strategy with
Microlearning
John CalcioVice President of Sales, Qstream
17 October, 2018
Today’s Discussion
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• The theory…research shows sales enablement is
inefficient
• The pitfalls…what to look out for and avoid
• The solution…sustainable sales enablement & learning
• The proof…linking microlearning to sales outcomes
5
Join the Conversation
#salesproficiency
#salesenablement
#salestraining
@Qstream
The Theory
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Research shows
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28 %
33%54%
Improvement in quota attainment when there is a defined sales enablement charter
Agreed they achieved sales enablement objectives
Set sales enablement priorities on ad hoc or informal basis
Source: CSO Insights, Sales Management Association
11months
For new reps to be up to speed and 24 months to be truly successful
38%
Consider sales onboarding to be effective
YET
Common Sales Enablement PitfallsBest Practice Microlearning
Getting Sucked into the Quick-Win Vortex
Agreeing to Metrics You Can’t Prove
Failing to Lead Cross-Functional Teams
Winging It
The Solution
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Guiding principles to modern learning….based on the latest brain science research
Break training content into bite-sized, scenario
based challenges
Use a proven methodology to
improve knowledge, advance skills and change on-the-job
behavior
Keep people engaged with game
mechanics, peer socialization and
personalized coaching
Use proficiency as a measure for ROI and identify gaps to inform further training initiatives
Reduce training costs and reduce
training time
MAKE ITEASY
MAKE IT STICK
MAKE IT ENGAGING
MAKE IT MOBILE
MAKE IT MEASURABLE
- Just Minutes a Day -
Make It Easy
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Notify View result Explain RankAnswer scenario
Make it stickMaking People Better At What They Do
Situations that are context rich
Action based decision-making
Answers are context rich
Helps to reveal thinking
All options are fully explained AND REPEAT….
- JUST MINUTES A DAY -
Make It Mobile
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Notify Record response Submit Manager reviewRead scenario
- PRECISION LEARNING AND COACHING -
Make It Engaging
Socialize your program
- PROFICIENCY HEATMAP -
Make It Measurable
PacificSouthWest
WestCentral
SouthEast FL/ PR
GreatLakes
MidAtlantic NY/NJ
NewEngland Canada Average
Initial LevelUnderstanding the Customer 33% 0% 45% 25% 38% 33% 57% 50% 75% 80% 44%Purchasing Trends 60% 50% 62% 75% 33% 60% 68% 60% 50% 80% 62%Transaction Data 33% 50% 82% 50% 38% 67% 69% 79% 50% 80% 65%Locational Analysis 67% 100% 45% 50% 50% 61% 86% 71% 100% 80% 69%Target Market Analysis 50% 75% 64% 42% 63% 97% 64% 67% 100% 100% 73%Decision Making 67% 75% 36% 91% 100% 76% 68% 93% 100% 80% 76%Performance Dashboard 33% 50% 36% 92% 100% 82% 74% 87% 75% 80% 76%Maximizing Profitability 50% 75% 73% 67% 88% 82% 89% 93% 100% 100% 83%Transaction Reporting 67% 75% 100% 92% 88% 85% 86% 93% 100% 100% 88%Revenue Opportunities 75% 75% 100% 100% 89% 85% 97% 93% 100% 80% 92%Average 54% 63% 64% 68% 68% 73% 76% 79% 85% 86% 73%
Initial Proficiency
PacificSouthWest
WestCentral
SouthEast FL/ PR
GreatLakes
MidAtlantic NY/NJ
NewEngland Canada Average
Current LevelUnderstanding the Customer 67% 75% 82% 75% 88% 73% 86% 86% 100% 80% 81%Purchasing Trends 80% 100% 85% 92% 78% 89% 95% 87% 100% 100% 90%Transaction Data 67% 50% 100% 92% 75% 88% 94% 100% 100% 80% 90%Locational Analysis 100% 100% 91% 92% 75% 76% 97% 93% 100% 100% 89%Target Market Analysis 50% 100% 91% 100% 75% 100% 86% 80% 100% 100% 90%Decision Making 100% 75% 82% 100% 100% 94% 94% 93% 100% 80% 93%Performance Dashboard 100% 75% 73% 100% 100% 88% 89% 93% 100% 80% 89%Maximizing Profitability 50% 100% 91% 92% 88% 94% 97% 93% 100% 100% 93%Transaction Reporting 100% 100% 100% 92% 100% 94% 100% 100% 100% 100% 98%Revenue Opportunities 100% 75% 100% 100% 100% 97% 100% 100% 100% 100% 99%Average 80% 85% 89% 93% 88% 89% 94% 92% 100% 92% 91%
Current Proficiency
The Proof
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• Drives job performance
• Gives feedback
• Guides coaching
• Streamlines training
•Measures training
Measurable improvement in job proficiency
Source: Qstream customer results
Qstream ParticipantsBaseline Level 63%
Qstream ParticipantsBaseline Level 83%
End of SummitBaseline Level Unknown
Assume 100%
Lightning Round for Control Group
Baseline Level 52%
40
50
60
70
80
90
100
3/7/2014 3/14/2014 3/21/2014 3/28/2014 4/4/2014 4/11/2014 4/18/2014 4/25/2014 5/2/2014 5/9/2014
Participants of The Diabetes Universi ty Challenge Control (DS4)Control GroupQstream Participants
Qstream customer proficiency results
Market Share and Profitability
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3% 12%30%
Quota Attainment Gross Profit Reduced Turnover
CUSTOMER STORY
Increased Deal Value
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CUSTOMER STORY
31
50
62
Low Medium High
ASP
Abov
e Co
untr
y Av
erag
e (%
)
Qstream Proficiency
Qstream Proficiency vs.Average Selling Price (ASP)
Sales reps with high Qstream
proficiency scores have twice the Average Selling Price (ASP)
than those with low Qstream proficiency scores.
Time to take action
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5 Techniques To Improve Sales Proficiency
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Structure sales learning as an
integrated microlearning
program
Adopt an instructional design
methodology for developing sales learning content
It’s a challenge, not a test – socialize it! Get sales managers
involved. Create engagement.
Perform a sales proficiency gap assessment for
insights that guide future sales
programs and precision coaching
Present as sales scenario-based Q&A challenges, repeatedly until
mastered
CHANGE BEHAVIOR TO ACHIEVE SALES GOALS
Hot off the press!
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Common Sales Enablement Pitfalls: 4 Mistakes to Avoid
Don’t forget to drop by the Qstream standto pick up a copy of our new eBook
Questions?
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Q & A PLEASE BE SURE TO SPEAK INTO THE MICROPHONE. WE’RE RECORDING!
© Copyright 2018 The Sales Management Association. All rights reserved.29
JOHN CALCIO
Vice President of Sales
Qstream
[email protected]/2OfQHxO