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Presented by
© Copyright 2017 The Sales Management Association. All rights reserved.
SalesManagementAssociationWebcast
13October2016
Building the Sales Force’s Digital Playbook
BobKellyChairmanSalesManagementAssociationrjkelly@salesmanagement.org
Tawheed [email protected]
[email protected]
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© Copyright 2017 The Sales Management Association. All rights reserved.
About The Sales Management Association
Aglobal,cross-industryprofessionalassociationforsalesoperationsandsalesmanagement.
Focusedinprovidingresearch,casestudies,training,peernetworking,andprofessionaldevelopmenttoourmembership.
Fosteringacommunityofthought-leaders,serviceproviders,academics,andpractitioners.
www.salesmanagement.org
www.salesmanagementconference.com
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16 – 18 OCTOBER 2017 ATLANTA
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© Copyright 2017 The Sales Management Association. All rights reserved.
Today’s Speakers
3
Tawheed Kader
CEO&Founder
ToutApp
[email protected]
BobKelly
[email protected]
JeffDay
VPofMarketing
Highspot
[email protected]
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Presented by
© Copyright 2017 The Sales Management Association. All rights reserved.
SalesManagementAssociationWebcast
13October2016
Building the Sales Force’s Digital Playbook
BobKellyChairmanSalesManagementAssociationrjkelly@salesmanagement.org
Tawheed [email protected]
[email protected]
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© Copyright 2017 The Sales Management Association. All rights reserved.
Today’s Agenda
5
1. Why does your organization need a sales playbook?
2. Why does it have to be digital?
3. The role of Sales Enablement and Sales Workflow software
4. Briefly, how ToutApp and Highspot helps
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© Copyright 2017 The Sales Management Association. All rights reserved.
Your Sales Playbook
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1. Only 33% of sales reps time is spent selling
2. Only 57% of reps said they are equipped with strategies, tools and skills to exceed their numbers
3. Less than 25% of companies map their sales content to their overall sales process
4. 60-70% of B2B content goes unused
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© Copyright 2017 The Sales Management Association. All rights reserved.
Typical Solutions
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Sales Training79% of training is forgotten within
30 days.
Sales PlaybooksCollects dust on your reps’ desks
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© Copyright 2017 The Sales Management Association. All rights reserved.
The Digitized Sales Playbook
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● Everysalesleaderhasaprovensalesplaybookthatdeliverssuccess
● Thedigitizedsalesplaybookutilizessalesenablementandsalesworkflowsoftwaretodelivertraining,bestpracticesandenablementtosalesrepsastheydotheirjobs
● Usinga“digital”salesplaybookensuresrepsgettherightcontentandbestpracticesattherighttimeastheynavigatetheirdeals
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© Copyright 2017 The Sales Management Association. All rights reserved.
Digitized Sales Playbook Framework
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SalesStages Prospecting Qualification Needs
Analysis Proposal Negotiation Closed/ Won
SalesProcessGates
Internal&ExternalContent
BANT/ANUM/MEDDIC
Inbound/Outbound
WYWYN
PreDiscovery
PostMeetingFollowupSummary
NoShow
Confirmation of requirements
Sequence of Events
Initialpricingdiscussion
Negotiation summary
IntroemailtoAM/CSM
Sales Pitch Deck
Demo Materials
eBooks
Infographics/videos/blog
AnalystReports
ROI calculator
Product Data Sheet
Action Plan
Pricing Sheet
Proposal
RFP
Onboarding/ImplementationPlan
WelcomeKit
Objections, Competitive, Deal Plays/ Strategy, Product Marketing, Case Studies, Industry Specific News, Field Events
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© Copyright 2017 The Sales Management Association. All rights reserved.
Building the Sales Playbook
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Prospecting Qualification Needsanalysis
Proposal Negotiation Won/Customer
Whatdoesthecustomerneedtomoveforward?
Whatresourcesdoyouneedtosatisfythecustomer?
Whatdoyouneedtoaccomplish?(stagegate)
WherecanIaddvalue?
Whoneedstobeinvolved?
Whatprocessstepsneedtobecompleted?
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© Copyright 2017 The Sales Management Association. All rights reserved.
Creating Your Digital Sales Playbook
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❑Establishteamofcollaboratorsresponsibleforcraftingsalesmessagingandcontent
❑Proactivelyharvestandpackagecontent/messagingfromtopperformers.
Prep Map Craft Execute❑IdentifyInternalStakeholders&WhichAudiencesYouSupport
❑AssessYourSalesPlaybook,Process,Methodology,Messaging&Content
❑Recommendmessaging/contentforeverystageofthesalesprocessembedded&actionableindailyworkflow.
❑Measure
❑Map&Organizeintothedigitalplaybookframework
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© Copyright 2017 The Sales Management Association. All rights reserved.
Top 3 Pieces of Messaging
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• Reinforcing value proposition (follow-ups)
• Competitive messaging
• Driving to the next stage in the opportunity
• Bonus: Negotiation
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© Copyright 2017 The Sales Management Association. All rights reserved.
Top 3 Marketing Assets
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• E-Books that highlight the key challenge your customer faces
• Case Studies that articulate social proof and customer success
• Independently written articles that validate your solution
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© Copyright 2017 The Sales Management Association. All rights reserved.
Top 3 Campaigns
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• Meeting no show
• Inbound Lead Follow-Up
• Post-Sale Nurturing for Upsells
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© Copyright 2017 The Sales Management Association. All rights reserved.
Sales Enablement with Highspot
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Sales Content Highspot Sales Team Customer
RSS
WWW
Web Pages/RSS Feeds
Local Files
Content Management SystemsPitches
Notifications
Case Studies
ProductMarketing
PitchBooks
Playbooks
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© Copyright 2017 The Sales Management Association. All rights reserved.
Sales Workflow with ToutApp
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© Copyright 2017 The Sales Management Association. All rights reserved. 17
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© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
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How can we make marketing more accountable for creating effective content?
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© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
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How do you know if content is effective and that it remains effective, and how are firms figuring this out?
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© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
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Do you need to manually link content to sales process steps?
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© Copyright 2017 The Sales Management Association. All rights reserved.
How Does Training Become More Nimble?
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Are these decisions hard-wired or flexible? Do you recommend giving sales people the flexibility to change the plays in the playbook? If so, how and when do you do this? What’s scripted and what is improvised?
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© Copyright 2017 The Sales Management Association. All rights reserved.
Thank You
ThankYou