how deal enablement can avert messaging breakdowns
TRANSCRIPT
PowerPoint Presentation
#B2BMX
Observed a Sales Meeting?How many months since you last
#B2BMX
#B2BMX
#B2BMX
#B2BMX
#B2BMX
#B2BMX
#B2BMX
#B2BMX
If so, you may beFLYING BLIND
#B2BMX
Death by PowerPointHow Deal Enablement Can Avert Messaging Breakdowns Once You Get The Meeting
#B2BMX
#B2BMX
#B2BMX
#B2BMX
It. Was. Awesome.Right after the meeting, the sales team tells you
#B2BMX
You Hear NothingAnd yet, for weeks afterward
#B2BMX
Sound Familiar?
#B2BMX
#B2BMX
BLACK HOLEYou may have fallen into theof Content MarketingPOORLY PREPARED SALES PRESENTATIONS
I Would Go it AloneMy entire career,
#B2BMX
To make an impact I wasConstantly Burning Both Ends
#B2BMX
Too often, it felt like Pushing a (Big) Rock Up a (Big) Hill
#B2BMX
Feb 2015: Things Were About to Change
A Chance to Do Things Differently
Retail Technology SolutionsAverage Sales Cycle ~190 DaysAverage Selling Price ~$750,000Targets: CIO, CMO, CEO, COO
Launched (via Spin-Off from Epicor) June 2015
#B2BMX
We Dug InTo establish our brand and build demand,
#B2BMX
Target PersonasWe identified and defined our
Customer JourneysWe carefully mapped our
#B2BMX
Content MapsWe created detailed
SHAREDRESOURCES
CORPORATECULTURE
PRODUCTNEWS
SOCIALMEDIA
RESOURCES
COMPANYINSIGHT
PRODUCTUPDATES
BLOG
THOUGHTLEADERSHIP
CASESTUDIES
PRODUCTDETAILS
WEBSITE
#B2BMX
Content LibraryAnd we assembled an expansive
An Engaging Web Site
An Active Blog
A Diverse and Growing Social Presence
High-Impact Thought Leadership Assets
A Comprehensive Collateral Collection
Deep Commitment to Our Community
Professional Presentation ToolsCorporate Solution Industry
#B2BMX
Pipeline Began to GrowFairly quickly, our
Nurture leads throughout the funnelWe had enough content to
#B2BMX
Or maybe not...
Getting Caught in the FunnelToo many opportunities were
#B2BMX
Identified Two SuspectsUpon closer inspection, we
#B2BMX
60,000
Personalize PresentationsThey were using all that airplane time toon the way to THE meeting!
#B2BMX
#B2BMX
#B2BMX
#B2BMX
Again.
#B2BMX
The Sales Team Had Done it to Me
#SlidesOfShame
#B2BMX
Theyre Like WeedsThe problem with bad slides?
#B2BMX
Popping Up EVERYWHEREPretty soon, they start
#B2BMX
This is a DEAL CLOSING slide
I mean,Really??
???
Bad Slides?The biggest problem with
#B2BMX
Bad ContentStruggle to overcome#B2BMX
Even the best speakers
Lostor IgnoredOur value message was getting
#B2BMX
Struggling to Close DealsAnd we were consistently
#B2BMX
Shake ThingsUp a BitClearly, it was time to
We Set Up a Test LabNew company, new tricks:Scalable, Repeatable and EffectiveCould we create a deal enablement program?
Change CourseStep 1: We had to convince sales to
#B2BMX
#B2BMX
Simply wasnt the right approachGoing negative with themWe needed a clear, unambiguous argument
#B2BMX
We. Arent. APPLE.
Clear ProductDifferentiation is Often DifficultFor all but a very few companies,
#B2BMX
Differentiate via PresentationsIt is much easier, however, to
Bad Presentations are EVERYWHERE
What Good Could Look LikeNext, we had to show them
#B2BMX
#B2BMX
Ideal DealWe went on a hunt to find theWinnable*Broad Product MixHigh VisibilityInfluential Salesperson
We Got to Work
WHO DOESNT LOVE A HAPPY ENDING?
A Home Run!
Everywhere.Soon, requests for help came in from
We Needed to Scale the Process
#B2BMX
Pillars of Scalability:ToolsTrainingPrioritization
#B2BMX
TOOLS: 40+ SLIDES IN PPT TEMPLATE
TOOLS: 50+ ICONS PREPARED FOR PPT
TOOLS: 700+ PRE-SIZED IMAGES
IN-DEPTH PRESENTATION TRAINING
Practice What You Will Preach
#B2BMX
PRIORITIZE OR PERISH!
The Hot List: ABM Best Practice
A Look at Our Test Lab ResultsIs it working?
#B2BMX
Good Slides Quickly SpreadWhen people saw what good could look like,
Raising the BarIn deal after deal, people began
#B2BMX
Defined a Clear VisionPeople began to tell stories that
#B2BMX
Get PersonalPeople found new ways to
The Account Executive
No Sign of The Prospect
Get CreativePeople truly began to
#B2BMX
Began to ImproveSoon, many key metrics in these dealsWin Rates | Margins | Time to Decision | Cost of Sales
#B2BMX
We just had to maintain the momentum
AwarenessInterestConsiderationIntentEvaluationBuy
BEFORE
AFTERDeeper into the FunnelThe first step was to expand our efforts to get
Sharpen Our FocusNext, we needed toon additional metrics
Realign Our ResourcesThen we had to
30%
25%
15%
20%
Constant ReinforcementNext, we put a plan in place for
#B2BMX
1992a B2B Marketer since
#B2BMX
Proved the Process WorksWe have work to do, but we have already
Recap: How We Impacted 71 DealsInvested in effective toolsConducted comprehensive training Extended our reach deeper into the funnelSharpened our focus on win ratesRealigned/reallocated our resourcesImplemented reinforcement programs and processesKept paying attention!
#B2BMX
OpportunityStatusSki RetailerSelectedChildrens RetailerSelectedRV RetailerActive - Final TwoHome Dcor RetailerActive - Final TwoRunning Gear RetailerActive Final Two
Perhaps My Proudest Moment
#B2BMX
Despite the improved metrics and win rates
#B2BMX
Thank You!
#B2BMX
#B2BMX
Single fly buzzing, sound effect1619.5912eng - Audio of https://www.youtube.com/watch?v=7rl2lvAiOf0 recorded by Peggo.tv on 2017-01-25.Awkward Cricket Sound EffectUnknown4336.335eng - Audio of https://www.youtube.com/watch?v=RktX4lbe_g4 recorded by Peggo.tv on 2017-01-25.Single fly buzzing, sound effect1619.5912eng - Audio of https://www.youtube.com/watch?v=7rl2lvAiOf0 recorded by Peggo.tv on 2017-01-25.