How Sales Coaching Helps Maximize Revenue

How Sales Coaching Helps Maximize Revenue

@mindtickle #MTWEBINAR

Meet the Speakers


Nancy Maluso

Research Director, Sirius Decisions

As the Research Director of Sales Enablement Strategies at Sirius

Decisions, Nancy Maluso has done extensive research on best

practices in driving sales productivity and sales enablement

strategies and has helped several companies identify the right

strategies for their needs and successfully deploy them.

Meet the Speakers


Stephen Hallowell

VP Sales Enablement, MuleSoft

Stephen Hallowell is the VP of Sales Enablement and Operations

at MuleSoft. He has been highly influential in the progress of the

firm as his focus lies in accelerating the growth of the company

by optimizing the go-to-market effort across the sales, customer

success, services, and support teams.

Meet the Speakers


Mohit Garg

CRO & Co-Founder, MindTickle

Mohit Garg is the CRO and Co-founder of MindTickle. Leading the

sales and marketing efforts for MindTickle, Mohit is responsible for

business development, sales, partner strategy, distribution and

marketing. He has worked with several high-growth technology

companies and helped them implement a culture of sales excellence.

Agenda for today


• Coaching Drivers : Why Sales Coaching is imperative

• Attributes of successful coaching programs : How to achieve high performance

through coaching

• Coaching program in action : How MuleSoft uses coaching to maximize sales

performance

• Technological advantage : MindTickle’s coaching framework that will help you achieve

predictable revenue

Coaching DriversGaps in efficiency and effectiveness of sales reps along with unaccepted turnover drive the need for coaching.


Sales Leaders Identified Top Growth Inhibitors


State of Coaching Today


SiriusPerspective: High performing reps embrace coaching that has impact.

State

Attributes of a Great Coaching ProgramFour critical factors that must be present in the organization for a successful sales coaching program


Mainstays Of A Great Coaching Program


Successful sales coaching is not a singular process – it requires the right programmatic elements to be in place.

Basic Tenet: Coaching must be focused on the needs of the individual.

Best in class companies assess individuals against the defined competency map for their role and develop and coach reps on the gaps.

Actions

Coaching

Process/Tools

InsightsCulture



SiriusPerspective: Successful sales coaching is not a singular process – it requires the right programmatic elements to be in place.

Actions

Coaching

Process/Tools

InsightsCulture

Coaching is tied to career development

Culture

Coaching is present at every stage of the sales cycle

Coaching is not telling – it requires listening and self-discovery for all



Actions

Coaching

Process/Tools

InsightsCulture


Insights

Clear connections must be established between actions and performance

Dashboard metrics need to reflect performance in relation to the team, role expectations and tenure

Regular observation cadence of actions needs to be in place



Actions

Coaching

Process/Tools

InsightsCulture


Process/Tools

Counseling and coaching should be recorded and accessible to assess change over time

Leverage technology to deliver just-in-time coaching in a field environment

Manager/rep conversation cadence should be established to provide opportunities for coaching



Actions

Coaching

Process/Tools

InsightsCulture


Actions

Patterns of similar actions should be incorporated into ongoing training

Actions are two-way – both rep and coach should make commitments

Follow-up actions should be sorted into immediate, medium-term and long-term goals

MuleSoftCoaching Program in Action


MuleSoft Overview


Company Overview

• MuleSoft’s mission is to help organizations change and innovate faster by making it easy to connect the world’s applications, data and devices

• Founded in 2006, HQ: San Francisco

• 850+ employees worldwide

Business Momentum

• 1,000+ enterprise customers in over 60 countries

• Top 5 industries: Financial Services, Retail/CPG, Public Sector, Insurance and Healthcare

Global Footprint: Sales, Services, Support Notable Customers

Why This Matters: Help Our Teams Shift Behavior


Tactical Engagement

Strategic Engagement

Typical Introductory

Discussion

Coaching enables this behavior change

Two Sides Of The Coin


Accountability Coaching

Are you doing what’s important? How can I support you?

An Integrated Approach To Coaching


Manager skills training

Manager benchmarking

Messaging certification

Integrate skills into review process

The Certification Program


• Core team of sales & marketing (leaders + top ICs) developed the message

• Core team recorded themselves and certified a group of “black belts”

• Black belts certified the full team

• Enablement drove accountability and audited submissions

o Weekly update emails

o Full leadership support and visibility

What Worked?


• Broad management support → solving a recognized need

• Held the performance bar high

• Strict accountability for completion (with great performance)

• Specific, well-defined exercise

You’re going to ask a lot of others, so…


Coaching Drives Success


I’m so glad we you made us do this. I was

skeptical at first but now I am so much

more confident with my customers

Average ASP: New Customers

($000’s)

MindTickleEnabling Coaching Through Technology



A Purpose Built Platform that Powers End to End Sales Readiness

Trusted by the best sales teams:

Couchbase, AppDynamics, Nutanix, Cloudera, Fuze, MuleSoft, Forescout, Symantec, and more!

Key Areas In Sales Coaching As Seen By Our Customers


Examples:● Articulating product value● Delivering the right elevator pitch● Perfecting the demo

Examples:● Prospecting● Navigating complex sales scenarios●Objection Handling

Examples:● Coaching ongoing deals● Coaching for deals lost● In situation coaching

Key Areas In Sales Coaching As Seen By Our Customers


What technology can do

● Workflow management● Tracking and driving accountability● Automation to improve compliance● Reports and insights to

management

What sales management should do

● Invest their time● Create a learning and coaching

culture and cadence● Leverage subject matter experts

instead of managers every time

Key Steps In Sales Coaching


2. Get commitment from stakeholders

● Get leadership buy-in● Gain commitments from

each member to invest time into coaching

● Define cadence

3. Prepare managers to coach effectively

● Don’t assume they know it● Enable managers with

coaching scenarios and automated cadence

● Measure what is working, what is not; adjust and iterate

1. Develop a coaching plan

● Define key competencies required for the rep

● Assess each reps mastery on each competency

● Create a coaching plan for the reps and managers

Ultimately, it is all about improving Sales Readiness


and showing impact on revenue metrics


Key Takeaways


• Have a structured coaching plan in place

• Get stakeholders’ buy-in to maximize the impact of your sales coaching program

• Use technology to streamline process and workflows

• Quantify the impact on sales metrics

Questions?


Where to find more Sales Enablement Best Practices?


To learn best practices from leading sales enablement teams checkout www.mindtickle.com

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