sales enablement 1.0

Sales Enablement Planning

© Digital Route AB 2013 - Proprietary and Confidential Information

“Sales enablement is a measurable set of activities that equip sales teams with tools, techniques, and insights that increase sales results.”Knowledgetree


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Sales Enablement

Salespeople are facing obstacles at every turn:● 73% of sales reps believe better data would help them

win more deals● 89% of sales reps have missed sales opportunities

because of missing information (or overload)● Sales spend to much time looking for and create

content (up to 70% Forrester)


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Goals

● Ensure Salespeople are equipped to have valuable conversations that help buyers advance through their buying process. Messages & strategies that are learned from

experience with buyers. Adds value in sales conversations!

● Build e-learning plan


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Lessons learned

● Treat sales enablement content creation like a Marketing Campaign: Target Message to different Stage in the

Buying Cycle Think about our Audience.. The Sales Team

´s Add a Call-to-Action after each sales training Measure all content

● Reward Achievements Salespeople are driven by goals, which

makes an achievement-based training program another excellent option.

● Sales Enablement is not just Videos Playbooks Q&A´s Messaging document The videos just connect the dots ….


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Follow The Customer Through Their Cycle

FindJustification/

LearnEngage Buy Renew Upgrade

We might have a

problem.

We understand our problem and need a

solution.

Your solution applies to our

needs.

The business case applies to our needs.

We need reassurance we made the right

decision.

Educate Enable Reinforce

Customer buying process

Sales Person needs

Sales Enablement Content – The Fuel

Sales Enablement Technologies– The Engine


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Follow The Customer Through Their Cycle

FindJustification/

LearnEngage Buy Renew Upgrade

We might have a

problem.

Educate Enable Reinforce

Customer buying process

Sales Person needs

Thought Leadership:

• Articles• Social Media• Newsletters• White Papers

We understand our problem and need a

solution.

Your solution applies to our

needs.

The business case applies to our needs.

We need reassurance we made the right

decision.

Product/Solution:• Webinars• Reports• Product Collateral• Video´s

Value:• Case Studies• Blogs• Sub-sites• Self-Guided Demo

Competitive Edge:• Demos• Competitive Tools• Testimonials

Financial Justification:• Trials• ROI Tools• Proof of Concept

We might have a

problem.

SA Plan


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Planning

● Audit existing material What can be used, re purposed

● What is missing Sales Playbooks (guides) Analytics Persona content Product content Customer success content Q&A´s ROI material

● Build Production plan Knowledge transfer plan (e-learning)

Planning


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Engagement

● E-learning plan Videos

• Presentations• White boarding• animations

Solution selling tools External reports (proof) Collaboration

● Deliver relevant an valuable content

● On-Demand & On-Going (robust, user friendly, integrated with CRM)

Engagement


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Follow-up

● Follow-up Results of e-learning Share results with Sales Leadership Agree on SLA´s

● Get feedback● CRM integration● Keep training fresh (repetition key)

Engagement


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Matrix

Owner Market opp Competitive Technical

Sales

Pre-SalesDelivery

Sales:• Product knowledge

• Drivers/qualify (persona)

• Domain/trend know

• Competitive knowledge

• Use Cases

• References (win/loss)

• ROI

Pre-Sales:• Domain/trend know

• Product knowledge

• Eco System?

• Competitive knowledge

• Use Cases

• Solution Design

Delivery:• Services offerings

• Product knowledge

• Solution Design

• Implementation


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Must have sales enablement content

● Persona Documents In order to fully convey the value of your company’s offerings, you have to fully understand your

personas – specifically your buyers and users. Your sales team should understand your buyers’ top pains, challenges, motivations and responsibilities.

● Product Content Ultimately your sales team should know as much information about your products as your

product team experts. Various types of product specific content can help you get there, including demos, overviews, videos, solution architectures, product pages and presentations.

● Customer Success Content Any content that shows the value of your offerings and highlights the success of your customers

is an important, credible asset for your sales team. This type of content can appear in many formats from testimonial quotes, to written case studies, to customer videos.


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Basic SA Material

● Data Sheet● Product Presentations

Vision of Product (PPT, White Board video) Technical & Functional presentation (PPT, White Board video)

● Price list ● Competitive Analysis

Objection handling main competitors

● Reference Cases