Effective Communication at Scale - TOPO Summit 2017
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Effective Communication at Scale RALPH BARSI Senior Director, Global Demand Center @rbarsi in/ralphbarsi [email protected] ralphbarsi.com
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Transcript of Effective Communication at Scale - TOPO Summit 2017
Effective Communication at Scale
RALPH BARSISenior Director, Global Demand Center
@rbarsiin/ralphbarsi
This is what a worldwide sales development team looks like132 people
80% SDRs5% Enablement & Ops
15% Directors & Managers
New hires Multiple languagesSeasoned reps
A, B, & C-Players
$37 billionTotal estimated cost of “employee misunderstanding”
(actions or errors of omission) due to misunderstanding or misinformation about:
Company policiesBusiness processes
Job function
Poor communication loses money
POSITIVE IMPACT NEGATIVE IMPACT
Productivity and efficiency gains Productivity losses and inefficiencies
Predictable, repeatable pipeline Unpredictable, unrepeatable pipeline
High-quality pipeline; streamlined funnel Low-quality pipeline; funnel congestion
Acquired or exceeded quotas Missed quotas
Compliance and quality assurance Policy breaches
New hires and promotions Performance plans and terminations
Whether good or bad, communication has systemic impact
Create a communication plan
Plan your work and work your plan
#1 Identify the stakeholders
Core Field Sales Reps
Specialized Sales Reps
Channel Partners
State-Local-Federal Sales Reps
Field Marketing
Product Marketing
Customers, Prospects, & SuspectsUK & Ireland
US/Canada WestUS/Canada East
Latin America
Germany-Austria-Switzerland
Central & Eastern EuropeMiddle East & Africa
Northern & Southern Europe
Australia-New Zealand
Japan
IndiaNorth & Southeast Asia
Businesses are comprised of PEOPLE
How many are there?Who are they? Where are they located?
#2 State the objectives (actions desired)
Give people something to DO
Objective Actions Desired
Move to a specialization model by start of Q2 Operational support; training program; assets
Implement tighter SLAs on inbound leads Enlist Ops-Enablement-CRM Admins; show ROI
2X the outbound prospecting efforts Adopt methodology; train reps; publish playbook
Bolster social selling activities Identify buyers’ sphere of influence; listen-connect-engage
Build brand (for SDRs and for SDR organization) Update all social profiles; adopt social advocacy
Recruiting high-caliber candidates Strengthen internal referral program; redo JDs
#3 Message content
Clear writing = Clear thinking
#4 Delivery methods
People learn differently
#5 When and how often?
Commitment PhasePeople need encouragement
Resistance PhasePeople need support
Exploration PhasePeople Need Direction
Denial PhasePeople Need Information
Maintain momentum
SourcesThe Cost of Poor Communications (Grossman, 2011)Up, Down, and Sideways (Buhler, Worden, 2013)Under the Hood (Slap, 2015)Social Selling Mastery (Shanks, 2016)Metcalfe’s LawGoLeanSixSigma.comJeff GoinsOn Writing (King, 2001)Writing That Works (Roman, Raphaelson, 2000)On Writing Well (Zinsser, 2006)Derek SiversResource MediaI Will Teach You to be Rich (Ramit Sethi)Learning Styles OnlineAxeroServiceNow
@rbarsiin/ralphbarsi
Thank you!
