Align Sales & Marketing with Sales Enablement [SiriusDecisions Summit 2017]
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The document discusses how sales and marketing can align through sales enablement. It outlines how sales has changed with the rise of consultative selling and how 43% of sales reps don't make quota. Sales enablement bridges strategy and execution but requires diverse skills. The company implemented a sales enablement platform called Highspot to solve their content challenges like having content in multiple places and sales not knowing what was available. They conducted a content audit and mapped content to sales stages in their CRM. After launching Highspot, they saw adoption rates increase and qualitative benefits like less requests to marketing and a feedback loop to improve content. They discuss next steps like measuring content and pitch engagement.
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Align Sales & Marketing with Sales Enablement [SiriusDecisions Summit 2017]
- 1. I Had No Idea We Had That! Align Sales and Marketing With Sales Enablement Tracy Eiler, CMO - @tracyleiler Joe Andrews, VP Product Marketing - @andrewsjoe SiriusDecisions Summit, 2017
- 2. Who Am I? Storyteller, demand generator…
- 3. Marketing exists to make sales easier
- 4. Topics • Sales has changed forever • The rise of sales enablement • Solving the content challenge
- 5. The Rise of the Consultative Seller
- 7. of sales reps don’t make quota! 43% Source: CSO Insights, 2016
- 8. Sales Enablement is the Bridge • Born out of sales training and product marketing • Evolving – only 6 years old • Bridges GTM strategy and execution • The hub between sales and rest of company • Requires diverse skills – business acumen, product details, solutions messaging • End goal: increase sales efficiency and effectiveness
- 9. Transformation is Required Source: Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness by Steven Wright, Forrester, March 21, 2016 20% of a sales reps time is spent on account and content research! Source: CSO Insights 2016
- 10. The Content Pain Conflict Overall content strategy Using multiple channels Hard to get sales attention Traditional ways don’t keep up Don’t know what’s working Just-in-time needs Can’t find anything Don’t know how to use it Not in context of the opportunity Constantly asking for more
- 11. The Good News Content is in Our Control
- 13. Who am I? Story teller, product marketer
- 14. Our Journey • Identified our mess • Selection process • Implementation • Results • Key learnings
- 16. Chatter & Box “poor man’s solution” Sales “can’t find anything” Constant requests for more Everyone is an author No version control Material and “how to use it” not tied together Identified Our Mess
- 17. Our Journey : Selection Process • Research • Evaluation criteria • Short list • References • Finalize & establish plan of action
- 19. Evaluation Criteria Primary Need: Go beyond content storage
- 20. Other High Level Requirements Marketing exists to make sales easier • Content • Think through customer-facing vs internal use • Consider the entire customer journey • Persona • All market-facing employees (not just sales, include CSMs and SDRs) • New hires as well as tenured reps • Technology • Work within CRM • Use of modern techniques (tiles, ratings, etc.)
- 21. The New Funnel
- 22. Consider All Audiences Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness. by Steven Wright, Forrester, March 21, 2016 Marketing Sales Enablement Operations Training / Learning Customer Success Sales Leaders
- 24. References Hi, This is Tracy Hi, This is Joe
- 25. Action Plan
- 26. Our Journey : 30 Day Implementation • Model and timeline • Content inventory & audit • Content mapping • Targeting to sales stages in CRM • Pre-launch training • Launch • Continuous training
- 27. Sales Enablement Model Sales Content Highspot Sales Team Customer RS S WWW Web Pages/RSS Feeds Local Files File Storage Systems Pitches Notifications Case Studie s Product Marketin g Pitch Books Company Spots Pitching
- 28. Timeline 2016 April 18-22 • Implement targeting in CRM • Advisor group review • Optional field validation exercise April 25-29 : finalize & test May 2-6 : Launch & April 4-8 • Coordinate integration with IT/SFDC • Establish Google Drive/ file structure • Content review April 11-15 • Implement – add content, train publishers, integrate systems • Checkpoint – InsideView & Highspot Feb-March : Content Audit End of March : Contract Signed
- 29. Content Inventory & Audit Start now
- 30. Content Mapping
- 31. Targeting to sales stages in CRM Stage New
- 33. Make the Launch Fun
- 35. Results
- 36. Quantitative Results • Adoption (65%) in 2 weeks since launch • Adoption (98.8%) EOQ • Adoption measured by first use
- 37. Qualitative Results • Behavioral change • Chatter now a communication tool • Google Drive now a collaboration tool • Highspot top of mind as a content tool • Pitching content for analytics • See value in features • Less content requests to Marketing • Feedback loop from sales for continuous content improvement “Excellent! I was able to access and take a look. This info is very helpful – I used it timely from Highspot to create a PPT deck for an opportunity we’re working in collaboration with XYZ to target on of their customers and it successfully got us a second meeting/demo next week. All Good! - Platform Account Executive
- 38. Connecting the Dots : Feedback Loop “I love the Tech Profiler Sales Guide. Are you planning on doing one of these for other products? Specifically I’d like to see one for Target and Enrich in that order.”
- 39. What Next? • Content engagement • Pitch engagement • Coordinate ABM touches
- 40. Content Engagement (by segment/role) Small Business AE/ AM Small Business SDR Enterprise AE/AM Enterprise SDR Spot 1 Spot 2 Spot 3 Spot 4 Spot 5 Spot 6 Spot 7 Spot 1 Spot 2 Spot 3 Spot 4 Spot 5 Spot 6 Spot 7 Spot 3 Spot 1 Spot 2 Spot 1 Spot 3 Spot 2 Spot 4
- 41. Content Engagement (by rep) All Content Pitched All Content Viewed/ Downloaded Spot 1 Spot 2 Spot 3 Spot 4 Spot 5 Spot 6 Spot 2 Spot 1 Spot 4
- 42. Pitch Engagement SALES REP ACCOUNT CONTENT OPENED & VIEWED BY PROSPECT/ CUSTOMER DOWNLOADED BY PROSPECT/ CUSTOMER Alex ACME X EBook Yes No John ABC Y Whitepaper Yes No Alex XYZ Z Infographic No No Jim MNC X EBook + Y Whitepaper Yes Yes Alex TTT Y Whitepaper Yes No
- 43. Play 1 Play 2 Play 3 Play 4 Play 1 Play 2 Play 3 Play 4 Coordinate ABM Touches
- 44. Email Templates
- 45. Start your content audit now Have one person responsible for the rollout Key Learnings Design a variety of training Plan for expansion Measure beyond engagement Market success
- 47. Key Resources Forrester Vendor Landscape: Sales Enablement Automation Solutions A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness, by Steven Wright March 21, 2016 SiriusDecisions Sales Asset Management 2016 Forrester : Simplifying The Seller’s Journey B2B Marketers Can Help Sellers Maximize Efficiency To Gain Effectiveness, by Steven Wright, April 15, 2016 Forrester Webinar : A Map To The Territory The Sales Enablement Automation Vendor Landscape, by Peter O’Neill, Steven Wright. Shanta Samlal-Fadelle, March 17, 2016 Definitive guide to sales enablement: https://www.highspot.com/sales-enableme