why sales enablement is catching fire - b2b...
TRANSCRIPT
Why Sales Enablement is Catching Fire
Matt Downes
Senior Director EMEA
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Leading our partnerships with customers
500+ Customers across all industries
20 of the Fortune 100
62 of the Fortune 500
9 of the 15 Largest Banks
10 of the Top 30, and 21 of the Top 100 Global Technology
Companies
47 of the Top 100 Asset Managers
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Defining Sales Enablement
Sales Enablement is a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system. - Forrester
The job of sales enablement is to ensure that sales people possess the skills, knowledge, assets
and processes to maximize every buyer interaction. – SiriusDecisions
Sales force enablement is a strategic, cross-functional discipline, designed to increase sales results and productivity, by providing integrated content, training and coaching services, for salespeople and frontline sales managers, along the entire customer’s journey powered by technology. – CSO Insights
Sales enablement is the activities, systems, processes and information that support and promote knowledge-based sales interactions with clients and prospects. - Gartner
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Defining Sales Enablement
Sales Enablement is a strategic approach to unite stakeholders in Sales, Marketing, and Operations around the common goal of
providing sales people with the right resources, processes, and technology needed to sell effectively
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But we can agree on what it is NOT
TrainingA tick box on a Sales
onboarding listSolved by a tool or single
person / team
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Catching Fire- a punchy statement
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How fast is Sales Enablement growing?
Almost no one is backing away from Sales
Enablement. 74% of organisations are growing it.
SiriusDecisions
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The time is now
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25 YEARS AGO
The Brand Era
AWARENESS
ImpressionsKPI:
10 YEARS AGO
The Lead Gen Era
AWARENESS
CONSIDERATION
Leads
TODAY
The Enablement Era
CONSIDERATION
CONVERSION
AWARENESS
Revenue
Evolving Relationship
MARKETING & SALES
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Influenced by product19%
Buyer decisions are influenced by
the sales experience53%
9% Influenced by price
19% Influenced by company
Buyer Decision Influence
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And yet….
* Source - SiriusDecisions
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The cost of not having a Sales Enablement strategy is astronomical
$1T $2.3M
Misalignment Underused content
Decreased sales productivity and wasted marketing efforts
due to misalignment cost organisations $1 trillion a
year, according to Hubspot
The opportunity cost of unused or underused marketing content for
enterprise organisations is roughly $2.3 million annually
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Business Use Cases
MARKETING & SALES CONTENT JOURNEY
MARKETING
SALES
Unorganized content with uncontrolled versioning and
workflows
Deliver Approved Content at Scale to deliver Personalised
Experience
No understanding of content engagement by customers and
prospects
Prescribe the right content at the right time in CRM and
on Mobile
Spend 30 hrs/month per sales rep searching for and creating
custom presentation
Need to make data-driven decisions to
direct content creation
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3 Steps to Making Sales Enablement a Reality
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3 Steps
Identify internal stakeholders & define
goals and scope of Sales Enablement
program
Secure executive alignment &
sponsorship for the mission, goals &
definition of success
Use data to measure program outcomes & slowly expand scope
as meet & exceed initial goals
Define Align Grow & Measure
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1. Define
3 STEPS
• Gather all key cross-functional stakeholders – Marketing, Sales,
Sales Operations, Sales Enablement, IT
• Agree goals & define success – start small
• Assign responsibilities & accountabilities
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2. Align
3 STEPS
• Top-down support is critical
• Get buy-in & craft communication plan
• Determine ongoing exec management & feedback loops
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3. Measure & Grow
3 STEPS
• Use data to measure results v goals
• Combine objective & subjective feedback to iterate on initiatives
• Expand scope of program as success is achieved
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Case study:
Alignment
Efficiency
Systems
Centralisation
Technology
Objectivity
Revenue: $1M / year
Efficiency
Challenges Solutions Results
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Case study: new BU in large multi-national
Rapid change
Scale
Systems
Exec sponsorship
Alignment
Technology
Revenue: on goal
Efficiency
Challenges Solutions Results
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Case study:
Financial
Alignment
Content
Exec sponsorship
Centralisation
Technology
Revenue: $100M (est)
Cost savings: $50M (est)
Challenges Solutions Results
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Sales Enablement is on fire –start now or get burnt
