Get ‘Em Where They Live

Sales Playbooks in the CRM

Modularized Playbooks in the CRM and the Benefits

Transitioning Your Playbook From Static to Dynamic

Why CRM Playbooks Work The Underlying Science

Agenda

Playbooks in the CRM

Typical Sales Playbooks

Usually a PDF with links

Reps download from portal

25-75 pages of content defining buyer’s process, suggested tactics and content use

$25,000 to $50,000 to produce (all in)

Difficult to update

Pros and Cons

Pros Aggregates best practices of the sales process

Aids in cross-team alignment

Solid sales reference asset

Cons

Bad at getting and keeping attention

Difficult to absorb

No memory retrieval practice

Not part of the sellers daily workflow

Access can be Difficult On six or more content repositories, on average Wasting sellers about 7 hours per week!

Options for the CRM CRM libraries and files Pros: Mostly free w/file size limits Downside: Difficult to find relevant content, poor search, limited/no analytics, flat hierarchies, etc.

Content portal or app linked to CRM Pros: none really Downside: Poor user experience. Another content repository; hard to get back; no analytics

Modularized/Guided Selling™ Pros: Easy to use, smart recommendations, behavior and revenue analytics Cons: Third party cost + set up

Modularized Sales Playbooks in the CRM

Short, modularized Easier to access and remember

Tied to opportunity attributes Sales stage, deal size, prospect type, etc.

Just-in-time, apply and perform

Transitioning Your Playbook From Static to Dynamic

Sales Playbook: Marriage of Your Sales Process and Content/Tools

Customer Needs

Sales Process

Differentiators

Competition

Sales process flow

Overcoming objections

Pricing

Use Cases

Sales Resources

Modularize + Content Relevant to the sales stage and opportunity

Interactive training bursts + Collateral

Collection

Playbook in CRM

Organize into 3-5min modules

Fully searchable (contextual)

Predictive recommendations

Easy to update; changes made real-time for everyone

Modular design (think short bursts)

About 150 words at a

time

Much more, and attention starts to fade

Interaction every 45 seconds

Long stretches of passive viewing

hinder absorption

Use graphics

and video

Engaging multiple senses helps people remember more

For more, go to http://mobilepaks.com/content-creation-best-practices/

Why CRM Playbooks

• Adoption and use biggest hurdle with new sales tools

• CRM Playbooks easy to use

• Short modules easy to digest and use

Adoption/Use • Sellers waste time

searching

• Intelligent, predictive content recommendations save time and improve outcomes

Relevance • It lives where your

sellers do!

• Content available any time

• Compatible with all devices and operating systems

Access

Why CRM Playbooks Work The Underlying Science

Why the Format Makes a Difference

vs.

Playbooks not just reference aids, but help reinforce desired sales behavior

Learning and retention is key to reinforcement

Attention Encoding Storage Builds up with studying and use

Retrieval How easy it comes to mind

Memory Strength

How we Learn Catch, Code and Remember

Why Modularize?

Attention

• Easier to get attention

• Easier to keep attention

Encoding

• Transfer of knowledge happens here

• Brain can only hold so much in working memory

Retrieval

• Add memory recall exercises

• Helps transfer from short to long term memory

Supercharge retention! In-context • Relevant to sales activity

Apply and perform • Boosts retention immensely

Interleaving • Varying different ways to encode

same information boosts retention greatly

Add memory retrieval practice • Light games, interval knowledge

checks, flashcards and more

Usage Tracking Another Benefit of Playbooks in CRM

See what reps are using + ratings Identify areas of improvement ROI of playbook effort—correlate use during deals won

Key Take-Aways

Significant benefits (adoption, relevance and retention) to transition sales playbooks to the CRM.

Tips for transforming from static to digital, modularized playbooks.

The science behind the format, and why it’s superior for reinforcing desired sales behavior.

marketing@mobilepaks.com Upcoming Events

• Going to SiriusDecisions May 12-15? Visit us at Booth 225.

• Chanin and Tim Riesterer of Corporate Visions will present the

Science of Sales Enablement on May 19 at the ATD International

Conference & Expo: http://bit.ly/ScienceofSE

Download Our FREE Guides Guided Selling 101: http://bit.ly/GS101Guide Playbooks for the 21st Century: http://bit.ly/SalesPB21st Follow us: @mobilepaks and @chaninballance

Questions?