competitive sales advantage linkedin 2016

Gain a Competitive Sales Advantage with LinkedIn in 2016

Mike Derezin VP Sales Solutions, LinkedIn

@mikedfresh @linkedinselling #socialselling

2

Agenda •  The State of Sales •  On Competitive Advantage •  Why Social Selling •  Seize the Opportunity

The State of Sales  Looking Back, Looking Forward

The Buying Process is Complicated

Content Marketing is More Important Than Ever

Social Selling is Going Mainstream

#SalesConnect

#SalesConnect

Thomas Bell President, Linnean Society of London

“The year which as passed has not been marked by any of those striking discoveries...”

#SalesConnect

#SalesConnect

“Everyone’s always asking me when Apple will come out with a cell phone. My answer is ‘Probably never.’”

David Pogue Tech Columnist, New York Times

#SalesConnect

#SalesConnect

#SalesConnect

???

“Zuckerberg is an idiot! I can’t believe he turned down Yahoo for 1 billion dollars.”

#SalesConnect

Mike Derezin

“Zuckerberg is an idiot! I can’t believe he turned down Yahoo for 1 billion dollars.”

#SalesConnect

Michael Porter

Competitive Strategy

Competitive Advantage

#SalesConnect

Advantage CompetitiveS U S T A I N A B L E

#SalesConnect

Rita Gunther McGrath

The End of Competitive Advantage

#SalesConnect

"To win in volatile and uncertain environments, executives need to learn how to exploit short-lived opportunities

with speed and decisiveness.”

#SalesConnect

Advantage Competitive

#SalesConnect

Advantage Competitive

#SalesConnect

by Geoffrey Moore

Crossing the Chasm

#SalesConnect

The Chasm

Early Majority Late Majority Laggards Innovators and Early Adopters

#SalesConnect

The Chasm


HIGH RISK

NO RISK

#SalesConnect

The Chasm


HIGH REWARD

NO REWARD

#SalesConnect

The Chasm


The World Wide Web

‘94-’95 ‘96-’98 ’99-’00 ’00+

#SalesConnect

The Chasm


‘94-’95 ‘96-’98 ’99-’00 ’00+

$182 BILLION

$437 BILLION

The World Wide Web

#SalesConnect

The Chasm


Social Recruiting

‘07-’10 ‘11-’13 ’14-’16 ’17+

#SalesConnect

Social Recruiting Hero

Head of Global Talent Acquisition, SABMiller

"I saw the opportunity in direct sourcing through LinkedIn. I knew it was the future, but had to move quickly to lock-in as many gains as possible before the rest of the world caught on."

#SalesConnect

Head of Global Talent Acquisition, SABMiller

"I've helped save SABMiller about $7-10M annually by shifting to direct sourcing and LinkedIn Recruiter." Social Recruiting

Hero

#SalesConnect

Why social selling is here today

people are now involved in the average B2B

buying decision

of B2B buyers now use social media to be more

informed on vendors

of decision-makers say they never respond to cold

outreach

#SalesConnect

The Chasm


Social Selling

‘12-’14 ’18-’19 ’20+

‘15

’16-’17

#SalesConnect

Social Selling Index (SSI)

Create a professional

brand

Find the right people

Engage with insights

Build strong relationships

#SalesConnect

Laggards

100 0 20 40 60 80


Leaders

#SalesConnect

100 0 20 40 60 80


28.2 2015

12.2 2012

#SalesConnect

100 0 20 40 60 80


The Chasm


‘12-’14 ’18-’19 ’20+

‘15

’16-’17

28.2 2015

12.2 2012

#SalesConnect

The Chasm


Fast trying to eat the slow

‘12-’14 ’18-’19 ’20+ ’16-’17

SMB

ENT, Mid Market

31 2015

27 2015

2x The impact of SSI

New clients

Meetings secured

Opportunities generated

#SalesConnect

How can you seize the opportunity?

Measurement Education Executive Alignment

#SalesConnect

Social Selling Heroes

Executive Alignment

Measurement Education

#SalesConnect

VP Global Sales Enablement and Programs, PTC

"IOT is new to the world and new to us. Speed is king. We needed to deploy social selling now. We couldn't afford to wait six months."

Executive Alignment

#SalesConnect


"Our corporate strategy is enabling smart connected products for competitive differentiation. Our team personalized it to get executive alignment - social selling is smart connected reps for competitive differentiation."

Executive Alignment

#SalesConnect


"We've seen greater than a 50x ROI with Sales Navigator - measured in either revenue attained or pipeline." Executive

Alignment

#SalesConnect

Senior Director, GCO Sales Tools and Technology, SAP

"Social selling is the biggest single change to the SAP sales strategy in the last 10 years by an order of magnitude."

Education

#SalesConnect

Education


"I was going to be either the hero or villain. Someone has to take a risk to make things happen."

#SalesConnect

Education


"You have to customize the training, embed it in your overall training, and make sure to focus on middle managers."

#SalesConnect

Education


"We have seen massive ROI. I just learned of a half million dollar deal in Asia Pacific where a prospect reached out to our SAP rep through LinkedIn."

#SalesConnect

Senior Social Media Manager – EMEA, Symantec

“Measuring our social selling is critical to justifying our ROI. SSI is at the core of what we do.” Measurement

#SalesConnect

Senior Social Media Manager – EMEA, Symantec

"We always combine SSI with actionable intelligence. If you only provide data it is just another number, it won’t change the mindset. You have to tell teams what specific actions to take."

Measurement

#SalesConnect

Social Selling Heroes

Executive Alignment

Measurement Education

#SalesConnect

The Chasm


#SalesConnect

Get your Social Selling Index

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