Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks...

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Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer @HarvardHBS Former CRO @HubSpot

Transcript of Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks...

Page 1: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Building Buyer Centric Sales Playbooks

Mark RobergeManaging Director @Stage2CapitalSenior Lecturer @HarvardHBSFormer CRO @HubSpot

Page 2: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Who is the sales person?

Page 3: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Who is the sales person?

Page 4: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Who is the sales person?

Page 5: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

How did sales end up here?Is it sustainable?

Page 6: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Pothole Alert!

Alligator SellingBig Mouth, Little Ears

Show up and throw up

Page 7: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

The power in the buying and selling process has shifted

from the seller to the buyer.

Page 8: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

8 @markroberge

https://www.gong.io/blog/deal-closing-discovery-call/

Page 9: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

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Top performing salespeople:

Ø Spread questions throughout the discovery call, rather than front-loading the call with questions

Ø Switch speakers every 3 minutes

Ø Ask between 11 and 14 questions throughout the call

www.gong.io/resources

Research on Discovery Call Best Practices

Page 10: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

10 @markrobergehttps://www.gong.io/blog/deal-closing-discovery-call/https://www.gong.io/blog/deal-closing-discovery-call/

Page 11: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Modern Sales TeamsDesign sales process from outside in

Legacy Sales TeamsDesign sales process from inside out

Modern sales teams build a sales process the “supports” the buying journey

ProductSellerBuyer

ProductSellerBuyer

Page 12: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Modern Sales TeamsTeach salespeople to walk in the buyer’s shoes

Legacy Sales TeamsTeach salespeople to pitch the offering

Train Sales to “Live” in your Buyers’ World

Page 13: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

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Buying Journey

Sales Process Discovery Guide

Presentation Guide

Sales Playbook

Buying Journey

Modern SellingDevelop a Sales Process that Supports the Buyer Journey

Prospecting Guide

Customer Success

Page 14: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

14

Components of the Modern Sales PlaybookThe Buying Journey

Discovery Guide

Presentation Guide

Sales Playbook

Buying Journey

Prospecting Guide

Customer Success

Page 15: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Buyer Journey Framework

What are the buyers top challenges or goals?

Awareness Consideration DecisionWhat categories of solutions do buyers investigate?

What is the decision criteria and who is involved?

When does the solution need to be in place? How will success be measured?Who needs to be involved?

Success

Page 16: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

TINYpulse Buying Journey

What are the buyers top challenges or goals?

Awareness Consideration DecisionWhat categories of solutions do buyers investigate?

What is the decision criteria and who is involved?

Poor Culture

Low Productivity

High Turnover

Boring Office

Recruiting Struggles

Pulse Technology

Pizza/Beer/Parties

Hire a consultant

TinyPulse

CultureAmp

SurveyMonkey

Sustainable Differentiation of “Pulse Technology”:- Raises awareness of true issue- Implements continual cadence- Time and cost effective

Sustainable Differentiation of “TinyPulse”:- Anonymous and transparent- Proven methodology - Data and Insight- All-in-one

Aligned with TINYpulse Mis-aligned with TINYpulse

1

# Playbook to influence perspective

4

63

Annual Survey2 5

When does the solution need to be in place? How will success be measured?Who needs to be involved?

Success

Better Glass Door Scores

Reduced attrition

Increase in Offer Acceptances

Win 3rd Party Awards

7

Page 17: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

17

Components of the Modern Sales PlaybookThe Prospecting Guide

Discovery Guide

Presentation Guide

Sales Playbook

Buying Journey

Prospecting Guide

Customer Success

Page 18: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Prospecting Guide Template

18https://salesbenchmarkindex.com/insights/how-to-build-a-lead-nurture-campaign/

Page 19: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Demand Generation Case Study

https://www.ictsviluppo.it/ecommerce/6-funzioni-irrinunciabili-shopify-plus

Page 20: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Old School Sales Prospecting

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

5/27 at 3 PM

#1

Page 21: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

5/29 at 2 PM

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

Voicemail #1: 5/27 at 3 PM

#2

Old School Sales Prospecting

Page 22: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

Voicemail #1: 5/27 at 3 PM

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

Voicemail #2: 5/29 at 2 PM

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

6/1 at 4 PM

#3

Old School Sales Prospecting

Page 23: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

Voicemail #1: 5/27 at 3 PM

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

Voicemail #2: 5/29 at 2 PM

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

Voicemail #3: 6/1 at 4 PM

“Hi Michelle. This is Dwight from ICT. We specialize in creating ready-to-sell e-commerce websites for your business using the modern Shopify platform. Are you free at 1 PM tomorrow to discuss?”

6/4 at 3 PM

#4

Old School Sales Prospecting

Page 24: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Modern Sales ProspectingStep #1: Research Contact Background and Company

Page 25: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Modern Sales ProspectingStep #2: Review Buyer’s Interactions with Our Company

360 Degree View of Calls, Emails, Website Visits, Social Media Interactions, etc., with Your Company

Page 26: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Hi Michelle. This is Ryan from ICT. I noticed you attended our webinar this morning on ShopifyPlus. I took a look at your company’s current eCommerce website and had a few quick ideas on how to improve the site’s conversion. I will email them to you now. Let me if you would like to go over them.”

5/27 at 11 AM

#1

Modern Sales ProspectingStep #3: Follow up with personalized, helpful messages

Page 27: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Hi Michelle. This is Ryan from ICT. I noticed you attended our webinar this morning on ShopifyPlus. I took a look at your company’s current eCommerce website and had a few quick ideas on how to improve the site’s conversion. I will email them to you now. Let me if you would like to go over them.”

Voicemail #1 5/27 at 11 AM

“Hi Michelle. This is Ryan from ICT. I found a case study of one of our customers in your industry that decreased their cart abandonment rate using Shopify Plus. I will email you the case study and am happy to walk you through their process when you have a moment.”

5/29 at 6 PM

#2

Modern Sales ProspectingStep #3: Personalize Outreach to Lead Context.

Page 28: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Hi Michelle. This is Ryan from ICT. I noticed you attended our webinar this morning on ShopifyPlus. I took a look at your company’s current eCommerce website and had a few quick ideas on how to improve the site’s conversion. I will email them to you now. Let me if you would like to go over them.”

5/27 at 11 AM

“Hi Michelle. This is Ryan from ICT. I found a case study of one of our customers in your industry that decreased their cart abandonment rate using Shopify Plus. I will email you the case study and am happy to walk you through their process when youhave a moment.”

5/29 at 6 PM

“Hi Michelle. This is Ryan from ICT. Since you were interested in the Shopify Plus webinar, I though you might also be interested in this webinar on examples of well-designed eCommerce sites. I am happy to point out which aspects of each example is most applicable to your website.”

6/1 at 12 PM

#3

Modern Sales ProspectingStep #3: Personalize Outreach to Lead Context.

Page 29: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Hi Michelle. This is Ryan from ICT. I noticed you attended our webinar this morning on ShopifyPlus. I took a look at your company’s current eCommerce website and had a few quick ideas on how to improve the site’s conversion. I will email them to you now. Let me if you would like to go over them.”

5/27 at 11 AM

“Hi Michelle. This is Ryan from ICT. I found a case study of one of our customers in your industry that decreased their cart abandonment rate using Shopify Plus. I will email you the case study and am happy to walk you through their process when youhave a moment.”

5/29 at 6 PM

“Hi Michelle. This is Ryan from ICT. Since you were interested in the Shopify Plus webinar, I though you might also be interested in this webinar on examples of well-designed eCommerce sites. I am happy to point out which aspects of each example is most applicable to your website.”

6/1 at 12 PM

6/4 at 10 AM

“Hi Michelle. This is Ryan from ICT. I have not heard back from you so I am going to assume that increasing the effectiveness of your eCommerce website is no longer a priority. Call me anytime if things change.”

#4

Modern Sales ProspectingStep #3: Personalize Outreach to Lead Context.

Page 30: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Prospecting Guide Template

30https://salesbenchmarkindex.com/insights/how-to-build-a-lead-nurture-campaign/

Page 31: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

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Components of the Modern Sales PlaybookThe Discovery Guide

Discovery Guide

Presentation Guide

Sales Playbook

Buying Journey

Prospecting Guide

Customer Success

Page 32: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Discover Call Guide - Templatea) Attempt 1: Chit-chat that subtly transitions to exploration

a) “I noticed on LinkedIn you doubled the team last year. How did that process unfold?” b) “Your Glassdoor reviews are impressive. Did you proactively attempt to influence them?” c) “You are 6 months into the acquisition of TOP software. How has the company perceived the progress?”

b) Attempt 2: Basic Open Endeda) “What peaked your interest in a meeting with us?”

c) Attempt 3: a) “I know we only have 10 minutes so I did some homework on you and your business. Based on ACME’s strategy as well as trends that others in your industry have discussed with me, I assume your

biggest priority is either around improving new hire processes, decreasing employee turn over, or increasing employee productivity. In order to make this discussion as useful as possible to you, would you mind indicating which is the highest priority for you? Why?”

Stage Example Questions

Rapp

ort

Build

ing

Awar

enes

sCo

nsid

erat

ion

Dec

isio

nRe

cap

&

Nex

t Ste

ps

a) Culture is a broad term? How do you define it? What is your company culture and what do you want it to be?

b) Why do you think employee turn over is increasing?

c) What percentage of prospective employees accept your offer? What are the common reasons they do not?

d) Why has your culture been great? What could jeopardize it down the road?

e) Was there an event that caused the decline I employee morale you are observing?

f) What makes you think your culture is great? OR What makes you think it is not?

a) “How do you plan to increase morale?”

b) “What have you tried in the past to improve culture? Did it work? What will you try I the future?”

c) “Some organizations take a weekly pulse on employee happiness. Have you considered that option?”

a) “What criteria will you use to make the decision? What drives this decision criteria?”

b) “Have you narrowed down the list of vendors you are considering?”

c) “Is cost, time to value, or customization to your precise goals most important in your solution decision?”

d) “If you make no progress on the product development process between now and the end of the year, is that an issue? Why?”

e) “Who else needs to be involved in this decision?”

a) “Thank you for the time to catch me up to speed Sarah. If I understand you correctly, ACME Company’s executive team

sees an enormous opportunity to reduce employee turn over, specifically in the engineering and sales departments, by

implementing a simple but frequent ping to employees about their happiness. By doing so, the company hopes to

decrease annual turn over from 25% to sub 20% annually. ACME corporation explored an annual survey last year but the

frequency was no where near adequate. You have a meeting with your CEO in 6 weeks and want to have a detailed

presentation regarding your recommendation prepared by then. Do I have this information correct?”

Page 33: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Aligning Sales Playbook with Customer RetentionQualifying Matrix for Buying AND Retention

Sales Qualifying Matrix Customer Likelihood to Buy

Customer Success Qualifying Matrix Customer Likelihood to Succeed

[B]udget[A]uthority[N]eed[T]iming

[M]etrics[E]conomic Buyer[D]ecision Maker[D]ecision Process[I]denitfy Pain[C]hampion

[C]ontent[C]ommitment[C]oncept of a Lead

[U]ser Bought In[R]ealistic ROI[I]T Bought In[T]ech Feasible

Examples Examples

Page 34: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

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Components of the Modern Sales PlaybookThe Presentation Guide

Discovery Guide

Presentation Guide

Sales Playbook

Buying Journey

Prospecting Guide

Customer Success

Page 35: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

35

Components of the Modern Sales PlaybookThe Presentation Guide

Discovery Guide

Generic Demo

Sales Playbook

Buying Journey

Prospecting Guide

Page 36: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

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Components of the Modern Sales PlaybookCreate Presentation “Swim Lanes” to Tailor the Presentation to the

Discovery Findings

Discovery Guide

Sales Playbook

Buying Journey

Prospecting Guide

Presentation Option 1Presentation Option 2Presentation Option 3

Presentation Best Practices1. Recap buyer context2. Share company vision3. Illustrate service capability to meet buyer needs4. Present case study aligned with buyer context5. Discuss price, integration, training, etc.6. Ask for questions7. Recap findings and ask for the business

Page 37: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

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Components of the Modern Sales PlaybookCustomer Success

Discovery Guide

Sales Playbook

Buying Journey

Prospecting Guide

Presentation Option 1Presentation Option 2Presentation Option 3

Customer Success

Page 38: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

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Components of the Modern Sales PlaybookCustomer Success

Discovery Guide

Sales Playbook

Buying Journey

Prospecting Guide

Presentation Option 1Presentation Option 2Presentation Option 3

Generic On Boarding

Page 39: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

39

Components of the Modern Sales PlaybookCreate Customer On-Boarding Swim Lanes to Match

Presentation Swim Lanes

Discovery Guide

Sales Playbook

Buying Journey

Prospecting Guide

Presentation Option 1Presentation Option 2Presentation Option 3

On Boarding Option 1On Boarding Option 2On Boarding Option 3

Customer On-boarding Best Practices1. Recap buyer context2. Ask for customer verification / adjustment3. Recommend tailored on-boarding process

Page 40: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

40 @markroberge

Coaching: Golf vs. Sales

Page 41: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

“Data-Driven Sales Coaching”Use data to diagnose the skill deficiency.

Customize a coaching plan.

Page 42: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Implement a data-driven sales cultureLast Quarter Performance By Salesperson

* Fictitious Data

Page 43: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Hold organization accountable to a data-driven coaching culture

Morning

Afternoon

1st Day of Month 2nd Day of Month

VP Meets with DirectorØ Review Skill/Development Plans

for each sales person

Director Meets with ManagerØ Review Skill/Development Plans

for each sales person

Manager Meets with Sales PersonØ Discuss qualitative performanceØ Review individual metricsØ Co-Create Skill/Development Plan

Sales Person / Manager Independent ReviewsØ Think through qualitative performanceØ Review individual metricsØ Think about Skill/Development Plan

Page 44: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Example monthly coaching plan

REP DIAGNOSIS COACHING PLAN METRICS GOAL

Brian Over-investment in unqualified meetings

Weekly opportunity review of BANT post discovery call. Demo-to-Contract % > 30%

Carlos Low meeting activity Personal conversation on financial motivations. Map to daily activity.

Average 4+ new appointments per month

Anna Developing Sense of Urgency

Pre-call planning and post mortem reviews on urgency

1st Meeting to Needs Verified % > 50%

Fred Time management issuesPlace 2 hours of prospecting into daily calendar. Send daily email to manager of new leads contacted and appointments set.

Average 5+ new appointments per month

Erin Desire to close a few large accounts

Conduct 3 new meetings per month with major accounts without compromising the rest of her pipeline

Bookings / Customer > $120,000

Page 45: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Hold team, especially management, accountable to coaching progress

REP

DIAGNOSIS COACHING PLAN METRICS GOAL

Brian

Over-investment in unqualified opportunities

Weekly opportunity review of BANT post discovery call. Demo-to-Customer ratio > 30%

Erin

Developing Sense of Urgency Pre-call planning and post mortem reviews on urgency Discovery-call-to-customer % > 30%

Fred

Time management issuesPlace 2 hours of prospecting into daily calendar. Send daily email to manager of new leads contacted and appointments set.

Average 5+ new appointments per week

Carlos

Lack of personal goals Personal conversation on financial goals. Map to daily activity. Average 5+ new appointments per week

June Coaching PlansREP

DIAGNOSIS COACHING PLAN METRICS GOAL

Brian

Over-investment in unqualified opportunities

Weekly opportunity review of BANT post discovery call. Demo-to-Customer ratio > 30%

Erin

Developing Sense of Urgency Pre-call planning and post mortem reviews on urgency Discovery-call-to-customer % > 30%

Fred

Time management issuesPlace 2 hours of prospecting into daily calendar. Send daily email to manager of new leads contacted and appointments set.

Average 5+ new appointments per week

Carlos

Lack of personal goals Personal conversation on financial goals. Map to daily activity. Average 5+ new appointments per week

July Coaching PlansREP

DIAGNOSIS COACHING PLAN METRICS GOAL

Brian

Over-investment in unqualified opportunities

Weekly opportunity review of BANT post discovery call. Demo-to-Customer ratio > 30%

Erin

Developing Sense of Urgency Pre-call planning and post mortem reviews on urgency Discovery-call-to-customer % > 30%

Fred

Time management issuesPlace 2 hours of prospecting into daily calendar. Send daily email to manager of new leads contacted and appointments set.

Average 5+ new appointments per week

Carlos

Lack of personal goals Personal conversation on financial goals. Map to daily activity. Average 5+ new appointments per week

August Coaching Plans

Page 46: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Simple Tactic to Improve Forecast Accuracy and Buyer-Seller AlignmentDefine Opportunity Stage Gates by Buyer Actions not Seller Actions

Page 47: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Use Daily Film Reviews to Optimize Buyer Journeys and Sales Playbooks

Conduct Daily Film Reviews

Reflect on and Apply Learnings

Iterate ICP/CVP

#4 ITERATE1. Buyer Journey2. Discovery Guide3. Presentation Guide

#2 REVIEW1. Listen to call as a team2. Self assessment from

salesperson with recording 3. Positive feedback 4. Areas of improvement5. Open for team comments 6. Manager recap

#3 REFLECT1. Was our approach optimal?2. Did we execute well?

#1 SETUP1 salesperson records call1 salesperson prepares positive feedback1 salesperson prepares needs for improvement feedback

Page 48: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Resources

https://blog.stage2.capital/science-of-scaling https://blog.stage2.capital/bottoms-up-sm-model

https://blog.stage2.capital/hiring-sales-leader https://blog.stage2.capital/

Page 49: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

• Jay Simons – President, VP S&M @ Atlassian• Lesley Young – Global Sales @ Facebook Workplace, Box• Jed Nachman – COO, CRO @ Yelp • Jon McNeill – Former President @Tesla, COO @Lyft• Leela Srinivasan, CMO @ SurveyMonkey, LinkedIn, Upwork• Emmanuelle Skala – SVP Customer Success @ Toast, Digital Ocean• Oliver Jay – Head of Sales @ Asana, DropBox• Sydney Sloan – CMO @ Salesloft, Jive, Adobe• Brian Halligan – CEO @ HubSpot• Hilary Headlee – Head of Sales Ops @ Zoom, MindBody• Josh Allen – CRO @ Drift, CarGurus• Carol Meyers – CMO @ Rapid7• John Boucher – SVP @ Oracle, ServiceSource• Kara Gilbert – Chief People Officer @ Turbonomic• Andrew Rains – CRO @ Automotive Mastermind, VTS• David Meerman Scott – Speaker & Best Selling Author• Jeetu Mahtani – SVP International Sales @ HubSpot• Lou Shipley – CEO @ Blackduck Software• Tom Chavez – CEO @ Superset, Krux• Bill Vellante – GM @Infor, Workday, Oracle• Jim Norton – CRO@ Dosh, Conde Nast, AOL, Google• Larry D’Angelo – Chief Sales Officer @ LogMeIn• Mike Volpe – CEO @ Lola, CMO @ HubSpot• Michael Manne – CRO @ Reonomy, Namely• Mike McGuinness – Chief Customer Officer @ Veracode• Mike Arntz – SVP Sales @ SmartSheet, NetSuite

VC Backed and Run by 120+ Sales, Marketing, and Customer Success Executives

Page 50: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

https://www.hbs.edu

/faculty/Pages/profile.aspx?facId=869

446&

facInfo=

pub

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51 @markroberge

All proceeds go to

Ayele ShakurBuild.org CEO

Page 52: Building Buyer Centric Sales Playbooks · 2020-06-18 · Building Buyer Centric Sales Playbooks Mark Roberge Managing Director @Stage2Capital Senior Lecturer@HarvardHBS Former CRO

Thanks!!

Mark Roberge @markrobergeManaging Director @Stage2CapitalSenior Lecturer, Harvard Business SchoolFormer CRO @HubSpot