The Secret to Building a Sales Enablement Powerhouse

@mindtickle #MTWEBINAR 1

The Secret to Building a Sales Enablement Powerhouse

Learn • Share • Network

Please Welcome

Alex JaffeManager, Sales EnablementProcore Technologies

Marc WendlingVP of Sales,MindTickle

@mindtickle #MTWEBINAR

Agenda

3

Plan for today

● Panel style discussion● Agenda:

○ State of the industry○ Need for Sales Enablement○ Sales Enablement and Sales Readiness at Procore○ Best-in-class framework for Sales Readiness

We will be taking audience questions throughout the speaker presentation

and answering them at the end. There will be audience polls throughout the

presentation.

Please send in your questions to the moderator via chat.


What We Will Be Talking About

Driving Business Impact ThroughNext-Gen Sales Enablement



Top business issues for sales


What is Sales Enablement

7

Sales Enablement is about improving productivity. Sales Enablement function should maximize yield from every hour a rep works.


Top Sales Enablement challenges

Role of Enablement


So what does Sales Enablement do?

FunctionsSales Leadership

Product Marketing

Communications

Executives

Sales Ops

Peers

Initiatives

● Orchestrates

● Synthesizes

● Creates

Sales Onboarding

Product Training

Certifications

Content and Assets

Business Updates

Technology

Inputs

MeasureFeedback

Deliverables

Here are a few real-life examples of results achieved

Hyper-growth companies (including Procore and other tech giants)

achieved these results* by implementing a well-designed sales

enablement program:


*Source: MindTickle data – real results from a broad range of customers

10

• Reduced new hire ramp up time by up to 58%

• Reduced time to first $50K sale from 192 days to 85 days

• Improved win rates against competition

• Improved overall quota attainment ratio


Procore:Who we are and what we do




Procore is the the world's most widely used construction project management software. Procore helps contractors keep track of projects through the entire lifecycle of a construction project, from bidding to closeout, and reduce errors and cost overruns.

Procore was featured on Forbes Next Billion-Dollar Startups 2016, and reached unicorn status on Dec 2016.

Headquartered in Carpinteria, CA, Procore has over 700 employees with 7 offices across the United States.

What does Procore do?



Answering the “Why”

1. Rapidly growing sales team across the country (new offices, field sales)2. Keeping salespeople up-to-date on constantly evolving product, industry and

competition. 3. Need for alignment of messaging and process in hyper-growth sales team

(ramped reps + new hires)4. Effective management and delivery of sales collateral to ensure consistent

customer experience

The only constant is change.

Sales Enablement at Procore delivers a structured and outcome oriented approach to ensure the success of the sales team.

Why Sales Enablement?

Audience Poll. Please add your response to the chat window

Do you have a dedicated Sales Enablement team?



Procore:Our approach to Sales Enablement.


Sales Enablement at Procore


Sales Readiness

Sales Enablement

Sales

Our MissionEnable sales to sell more, faster, and easier.

Our TeamSales Enablement is the facilitator to drive anything and everything to ensure sales success.

Our ApproachSales Readiness at Procore facilitates excellence in three primary areas of sales

● Selling Skills● Product/Industry● Technology/Efficiency

Focuses on building knowledge, process and skills across the three areas of excellence.



Our Process Sales Enablement seeks to maximize core selling activities in order maximum the output of each rep.

The above is a representation from the SiriusDecisions Sales Enablement Model.



Our TeamSales Enablement at Procore is structured into two distinct categories. All roles within the categories function as a conduit between sales and the respective department (based on initiative)

1. Segment Based2. Functional Based

Focuses on mapping out challenges, proposed solutions, and rollout. Structure will be heavily dependent on your industry, size of team, stage of company, etc.

Segment Based Functional Based

● SMB, Mid-market, Enterprise, Install, Sales Dev, Sales Eng, etc.

● Technology, Content, Communication, Readiness, Product, Competitive, etc.



Quarterback

Receivers + Running back Offensive Line

Coaching Staff

Sales Enablement, supports the business sponsor, and pilot groups through the process to help drive a successful completion of the initiative.

Business Sponsor, typically member(s) with the most passion for the initiative, or whomever has the most stake.

Sales Pilot Group, typically a small group of sales reps that will pilot the initiative - focused on identifying any changes, and responsible for rollout to larger group.

Sales Leadership Alignment, the greater management team to ensure full team alignment and support of the initiative.

Business Sponsorship AnalogyDriving a successful initiative is very similar to executing a successful play. Sales Enablement is not the business sponsor of sales initiatives - we function as a facilitator.

Sales Readiness at Procore


At Procore, we focus on three areas of excellence in sales.

Knowledge & ProcessTraining, Onboarding, Ongoing,

Coaching

Skill Developed Over a Lifetime



Sales ReadinessAt Procore, we approach sales readiness in two distinct views:

1. Sales Onboarding2. Ongoing Enablement

Sales Readiness at Procore

90+ Days0 - 90 Days

2. ONGOING ENABLEMENT1. ONBOARDING

#1 Sales Onboarding Overview


90+ Days60-90 Days 5 days 5-30 Days 30-60 Days

FULLY RAMPED

Procore facilitates a structured, streamlined and outcome oriented onboarding process to ensure the reps are set-up for success. The onboarding milestones are as follows:

Onboarding Approach● Structured and outcome oriented● Personalized by role and segment● Blended learning and activities

Onboarding Buckets● Bootcamp 0-5 Days● 5-30 Days● 30-60 Days● 60-90 Days

#2 Sales Ongoing Enablement Overview

Ongoing Enablement

1. Equally as important as Onboarding. 2. Tailored to the ramped reps3. Focused on new initiatives and updates to drive continuous sales success.

● Constant Reinforcement of knowledge and skills● Regular Updates on knowledge and processes● Periodic Re-calibration of processes and skills


Constant Reinforcement

90+ Days - Regular Updates

Periodic Re-Calibration

Audience Poll. Please add your response to the chat window

What are some of the key metrics you use to measure the

impact of your enablement program?


Impact of Sales Enablement at Procore

Measuring the Impact

1. Align to Global Sales Objectives/Key Results.

2. Identify leading vs lagging indicators.

Leading - Emails/Calls/Meetings/Pipeline Flow

Lagging - Closed, Won $, ASP, ASC

3. Define the success metrics with the business sponsor. Needs to be

measureable (ie. increase ASP, pitch training consumption, adoption metrics).

4. Measure it and be honest with the results.


Impact of Sales Enablement at Procore

1. Company: 100+% YOY Growth.

2. Sales: Average rep attainment is greater than 100+%.

3. Sales: 90+% of reps hit time to first deal target.

4. Sales Enablement:

90+% adoption metrics (content, tech, etc.)

Sales reps rate the overall program at 4.8/5 (internal NPS survey)

99% of sales reps recommend the program



Attributes of a best-in-class Sales Readiness Program:The Ideal Sales Readiness Framework


Mastery of Knowledge& Skills

Message Calibration

ProcessExcellence

RefreshingCommunication

Coaching/ Accountability

Knowledge BaseliningMessage Calibration

Onboarding Ongoing EnablementTi

me

Req

uire

d fr

om R

ep

Enablement Processes

Ideal Sales Readiness Framework


Knowledge& Skills

Message Calibration

Process

Tim

e R

equi

red

from

Rep




Com

mon

Tr

igge

rs

Readiness Processes



Sales Onboarding

Product Launch

Company Acquisition

Changing Corporate Strategy

Knowledge& Skills

Message Calibration

Process

Tim

e R

equi

red

from

Rep



Com

mon

Tr

igge

rs

Readiness ProcessesKnowledge BaseliningMessage Calibration



Changing Competitive Position

New Objection Handling

Manager Coaching as per Local Needs

Changing Pricing Strategy

Sales Onboarding

Product Launch

Company Acquisition


Knowledge& Skills

Message Calibration

Process

Tim

e R

equi

red

from

Rep



Com

mon

Tr

igge

rs




After QBRs

After Sales Kickoff

After Product Launch

After Onboarding





Sales Onboarding

Product Launch

Company Acquisition


Knowledge& Skills

Message Calibration

Process

Tim

e R

equi

red

from

Rep



Com

mon

Tr

igge

rs




After QBRs

After Sales Kickoff


After Onboarding

New Product Updates

News About Competition

New Marketing Message

Sales Leader Podcast





Sales Onboarding

Product Launch

Company Acquisition


Knowledge& Skills

Message Calibration

Process

Tim

e R

equi

red

from

Rep

After QBRs

After Sales Kickoff


After Onboarding

New Product Updates

News About Competition

New Marketing Message

Sales Leader Podcast

On The Ground Performance Gaps

Insights / AnalyticsOn Gaps



Com

mon

Tr

igge

rs

Readiness Processes






Sales Onboarding

Product Launch

Company Acquisition




Summary


KEY TAKEAWAYS

1. Investing in Sales Enablement will separate great companies from good companies.

2. Reducing ramp time and time to first sale has had a significant impact on Procore’s growth story.

3. A structured sales readiness program will improve win rates, quota attainment and reduce attrition

rates.

4. Map enablement outcomes to business results - leading indicators (e.g. readiness) and lagging

indicators (e.g. revenue, quota attainment)

Learn • Share • Network

Questions?

Alex JaffeManager, Sales Enablement

[email protected]/alexsjaffe

Larry ReevesCEO

[email protected]

in/larryreeves

Marc WendlingVP of Sales

[email protected]

in/marc-wendling-0b1503

Learn • Share • NetworkTaking Inside Sales to the next level of professionalism & performance…

THANK YOU!A replay of today’s session will be available in our Knowledge Center at aa-isp.org


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