sales playbooks that win - a mobilepaks and inqune co-presentation
TRANSCRIPT
Sales Playbooks That WinA MobilePaks and Inqune Co-Presentation
• Playbook Basics and Insights• 4 Tips for Successful Playbook Deployment• The Power of Content in Context• Using Analytics for Continuous Improvement
Agenda
CB
Playbook Basics and Insights
According to Aberdeen, sales playbook users are
15% strongerthan non-adopters at “mapping
products and services to the
prospect‘s business challenges.”
AB & CB
Two Types of Sales Playbook Problems:
The Technical Problem• Hard to access
• Not mobile-friendly
• Pulls sellers out of the workflow
AB
Two Types of Sales Playbook Problems:
The Content Problem• Too long and bulky
• Focuses on the wrong things, or unfocused
• Difficult to use as real-time reference
• Not actionable!
CB
4 Tips for Successful Playbook Deployment
1. Assemble the Right Team
• Stakeholders
• Content creators
• Don’t forget the end users
• Involve subject matter experts
AB
2. Keep It Modularized & Short• Attention spans are shorter
than ever
• Helps with learning and recall
• Think manageable bites of knowledge—about 5 minutes per chunk or module
CB & AB
3. Prioritize Appropriately
• Start working without waiting for everything to fall into place
• Helps with faster iteration!
• Agile development useful for early-stage playbook creation
AB
4. Keep It Tactical & Action-Oriented• Don’t just point to the right
talking points
• Guide them on the right actions to take
Think prescriptive, not just descriptive
AB
The Power of Format and Content in Context
Drive Adoption: Keep It In Their Workflow• You’ve made the playbook—
make sure they use it
• Integrate with CRM
• Keep relevant to sales opportunity
Don’t Interrupt Their Flow
CB
Context Effect on Memory and Performance
CB
Keep Them Engaged
• Again: keep it short
• Use videos, sound bites
• Include quizzes, interactive exercises
• Give them opportunities to practice their knowledge and skills
CB
Include Robust Search + Recommendation Engine• Seems obvious, but it’s the
#1 user complaint
• Sellers waste 7 hours a week looking for content (IDC)
AB
100 sales peopleX 7 hours wasted per week= 33,600 total lost selling hours per year
The equivalent of 16 sales reps!
How Much Time Wasted?
AB & CB
Success Story: Skyward• Sales cycle shortened by 12%• Sales win rates increased 9%• Increased salesforce
confidence by 30%
“The real-time access to content boosted our reps’ competency in no time. We can now provide unprecedented access to knowledge, which allows our sales team to have more intelligent sales conversations.”
—Ray Ackerlund, VP of Sales & Marketing, Skyward, Inc.
CB
Using Analytics to Drive Continuous Improvement
Another Insight From Aberdeen:Sales playbook users are
29% Betterthan non-adopters at “taking the guesswork out of selling by providing analytics or data to support proven best sales practices.”
AB
Correlate Usage to Sales Stage and Deal Wins
CB
Course-Correct Before It’s Too Late
AB & CB
Key Take-Aways
Keep the content short, modularized, in the selling workflow and easily searchable to maximize adoption.
Approach your playbook tactically, and make sure you include prescriptive actions as well as descriptive examples.
Usage data can give you invaluable opportunities to calculate content ROI, hone your process, and course-correct before things go off the rails.
Additional Resources
Check out the Inqune website: http://www.inqune.com
Download MobilePaks’ free Guided Selling 101 guide: http://bit.ly/GS101Guide
Questions? Contact us at [email protected]