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