move beyond sales force automation
TRANSCRIPT
Ben NottleCustomer Engagement Center of Excellence, SAP Asia
Move Beyond Sales Force Automation
DISCOVERNEED
RESEARCH
RECEIVEOFFER
TRACKORDER
BUY RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
RETAILSTORE
WEBSHOP
REVIEWS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
RETAILSTORE
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.
SEARCHKW/ADS
WEBSHOP
WEB
SHORTLIST
TV
BRANDEDCOMMUNITY
SUPPORTPORTAL
SUPPORTPORTAL
SHOP &BUY
RESTARTSERVICE
SHOP &BUY
SHOP &BUY
RECEIVEPACKAGE
MISSINGITEM
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
NETWORKISSUE
CHANGEADDRESS
DISCOVERNEED
REFERFRIENDS
POSTREVIEW
JOINGROUPS
RESEARCH
RECEIVEOFFER
TRACKORDER
BUY RECEIVEPACKAGE
MISSINGITEM
POSTREVIEW
SETUPPHONE
BILLINGISSUE
MAKEPAYMENT
PHONEDAMAGE
TERMINATESERVICE
JOINGROUPS
NETWORKISSUE
CHANGEADDRESS
RESTARTSERVICE
RECEIVEOFFER
REFERFRIENDS
SHORTLIST
AWARENESS
DISCOVERY
CONSIDERATION
ACTION
ACTION
ADVOCACY
ADVOCACY
CONSIDERATION
USE
INTEREST
USEYOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE.
WEB
DIGITAL ADS
WORD OFMOUTH
SOCIAL
RETAILSTORE
WEBSHOP
REVIEWS
CONTACTCENTER
WEBSHOP
SOCIAL
RETAILSTORE
WEBSHOP
CONTACTCENTER
CONTACTCENTER
CONTACTCENTERSOCIAL
WORD OFMOUTH
SOCIAL
SEARCHKW/ADS
WEBSHOP
WEB
TV
BRANDEDCOMMUNITY
SUPPORTPORTAL
SUPPORTPORTAL
RETAILSTORE
CONTACTCENTER
TRADTIONAL SELLING IS OBSOLETE. THIS IS NOT YOUR CUSTOMER JOURNEY
The Changing B2B Customer
“59% would prefer not to interact with a Sales Rep”Source : Forrester on B2B
57%of the way towards making a decision before reaching out to a potential vendor
Empowered Customers
HAVE HIGHER EXPECTATIONS OF SALES
EXPECT MORE
MAKE BUYING DECISIONS BASED ON PEER RECOMMENDATIONS
BUSINESSES ARE LESS TRUSTING AND TOLERANT OF SALES
TRUST LESS
91% 80%60%
INFLUENCED BY PEERS
SOURCE – LOUDHOUSE, Survey results based on responses from 1,220 global buyers
Not-So Contextual Sales
AVERAGE NUMBER OF STAGES IN THE SALES JOURNEY
SALES TECHNOLOGIES AND PROCESSES ARE MORE THAN 2 YEARS OLD
ALIGN SALES PROCESS TO CUSTOMER JOURNEY
4-7 54%18%
SOURCE – LOUDHOUSE, Survey results based on responses from 800 global sales executive
YOUR TOOLS. Don‘t do what you need
OF CRM DEPLOYMENTS FOR SALES HAVE POOR USER ADOPTION.Source: Chief Sales Officer INSIGHTS
74%
Missing in Action: Vital Sales Data
When research firm CSO Insights recently surveyed CRM users on the benefits of using this technology, it found that increased revenue—a top goal for nearly every organization—was cited by only 19 percent of respondents. In other words, more than 80 percent of CRM users say the technology has failed to help them grow sales.
Worse, at more than 70 percent of companies, salespeople still lack the information they need when making sales calls despite all of the money and time invested in CRM systems, according to a separate study conducted by CSO Insights. That missing information, in turn, can stifle sales success
62.0%Lengthens sales cycles
46.7%Increases no decision rates
38.3%Increases odds of losing to competitors
32.1%
Reduces ability to cross- and up- sell
26.6%Impacts customer satisfaction
14.2%No impact on sales performance
12.8%Increaes discounting
5.1%other
Missing in Action: Vital Sales Data
Base: 354 companiesSource: CSO Insights, “Optimizing Sales Engagements: Selling at the Speed of Change”, 2013.
SALES REPSSPEND MORE TIME ENTERING DATA THAN SELLING
SALES MANAGERSSPEND MORE TIME ANALYZING DATA THAN DRIVING SALES
SO, HOW DO YOU SELL SMARTER IN THE DIGITAL ECONOMY?
Going Mobile: A digital Transformation Imperative
of sales people will access sales applications exclusively through smart phone and tablets”Source: Gartner
55% By 2016
CRM MUST EVELOVE FROM CUSTOMER MANAGEMENT TO CUSTOMER ENGAGEMENT
SAP Customer Engagement & Commerce (CEC)
OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
WEB MOBILE IN STORE/BRANCH
CONTACT CENTER
DIGITALGOODS
MARKET-PLACE
IOT SOCIAL SMS/NOTIFICATION
SEARCHKW/ADS
DIGITAL ADS
EMAIL PRINT AGENTTOOLS
EXPERIENCE MANAGEMENT
INDUSTRIES
REAL-TIME ANALYTICS & PREDICTIVE
MDM FOR CUSTOMER ENGAGEMENT & COMMERCE
INFRASTRUCTURE, PLATFORM, INTEGRATION
COMMERCE MARKETING SERVICE SALES
PRIVATE CLOUD PUBLIC CLOUD ON-PREMISE
OBJECTIVE SOLUTION
BENEFITS
IMPROVINGUSER ADOPTIONWITH CLOUD FOR SALES
SAP Cloud for Sales(migration from salesforce)
Easily identify sales opportunities and have the insight into all customer activities in order for sales to be relevant and responsive.
Integrated sales platform with SAP ERP integration provides complete transparency. Easy to use mobile interface provides everything sales needs on the road.
Moving beyond Sales Force Automation
With new customer engagement technologies
I can reach deeper into the organization. I can also energize representatives’ sales motions and service motions that haven’t really been addressed previously. There’s a big upside.“
”Robert Wollan, Senior Managing Directo, Sales and Customer Services, Accenture
In the old situation, reps wouldn’t know. Now, if a customer has placed a complaint, reps can address that. They look as if they really get the customer. It’s simply more professional.
“”Bas van Amerson. CRM Project Manager, Akzo NobelDecorative Paints
TYPE OF OPPORTUNITY OUT WITH THE OLD IN WITH THE NEW
Retailers and distributors Phone calls and emails to request customer reports prior to sales visits. Data was unreliable and incomplete.
View of updated customer data informs sales rep of relationship status and issues that need to be addressed.
Construction and refurbishment projects Lack of visibility into which paint contractors, served by which sales rep, are poised to bid on a given project in a sales territory.
Centralized list can be shared and project opportunities coordinated so that sales reps can collaborate on project bids and share forecasts of probable wins.
New Markets Emails and phone calls to check status of new store openings, required documents.
Standardized process for opening a new store, with data shared between new store and corporate systems.
AkzoNobel Increases Sales Productivity by Mobilizing Sales
Source: AkzoNobel
SAP Strategy for Sales leader. Sell Smarter.
ACCELERATE PRODUCTIVITY
GAIN INSIGHT INTO BUSINESS
SELL ANYTIME,ANYWHERE
KNOW YOUR CUSTOMER
THANK YOU!