HOW TO EXECUTE A ‘CUSTOMER AT THE CORE’ STRATEGY
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Transcript of HOW TO EXECUTE A ‘CUSTOMER AT THE CORE’ STRATEGY
HOW TO EXECUTE A ‘CUSTOMER-CORE’ STRATEGY WHY “HOW YOU SELL” IS MORE IMPORTANT THAN “WHAT YOU SELL”
#MSPS15, NOVEMBER 18, 2015
Tamara Schenk | Research Director |@tamaraschenk
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"The main thing is to keep the main thing the main thing."Stephen Covey
Source: Shutterstock
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Revenue Impact of an enablement function:
+ 8.2%
And there is even MORE business impact…
Source:CSO Insights 2015 Sales Enablement Optimization Study
80.3%
88.5%
70%
75%
80%
85%
90%
Without Sales Enablement Function With Sales Enablement Function
Revenue Plan Attainment w/o Enablement
© MHI Global, Inc. All Rights Reserved.
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The more you follow a customer-core strategy, the better the revenue plan attainment is:
+ 9.1%
Source: CSO Insights 2015 Sales Enablement Optimization Study
85.7%
94.8%
70%
75%
80%
85%
90%
95%
100%
Not/Minimally Aligned to Customer's Journey Mostly/Fully Aligned to Customer's Journey
Revenue Plan Attainment w/o “customer core”
© MHI Global, Inc. All Rights Reserved.
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Source: CSO Insights 2015 Sales Enablement Optimization Study
If the sales process is mostly or fully aligned to the customer‘s journey:
Conversion rates:up to 38%
Quota attainment: up to 13%
Overall revenue plan attainment: +9.1%
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Twitter: @tamaraschenkLinkedIn: http://www.linkedin.com/in/tamaraschenkEmail: [email protected]
2005-2013: T-Systems International GmbH:VP Sales WW Enablement & TransformationSenior Manager Sales EnablementHead of Business Development Utilities2001-2005: Managing Consultant, DeteconSales & Delivery1999-2001: Diebold: Senior Consultant:Sales & Delivery1998-1999: Ratio Ltd. Overseas DivisionProject Manager, Sweden1992-1998: Rausch + Partner (own company): Sales & Delivery
Tamara SchenkResearch DirectorCSO Insights, A Division Of MHI Global
Business Drivers: Buyer Behaviors and the Case for Strategic Enablement
Enablement MaturityIdentifying the point of departure
Enablement Master FrameworkDefining the right next step
7© MHI Global, Inc. All Rights Reserved.
Change Dynamics Decision Dynamics Value Dynamics
Knowledge Acquisition Online
Context via Sales Interaction
Awareness
Need tochange
DefineSituation
Buying
EvaluateOptions
Select Best
Imple-ment
AssessValue
Implementation & Adoption
Customer's Journey
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Tactical program or function Strategic discipline
Focus on salespeople only Integrate frontline sales managers
Sales and marketing alignment Customer journey alignment
Isolated initiatives Holistic, integrated approach
From Into
Fixing the quarter Driving sustainable sales results
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“The beginning of wisdom is the definition of terms.”
― Socrates
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CSO Insights Research Note:Sales Force Enablement Definition
Sales Force Enablement—A strategic, cross-functional discipline
designed to increase sales results and productivity
by providing integrated content, training and coaching services
for salespeople and frontline sales managers
along the entire customer’s journey,
powered by technology.
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Awareness
Need tochange
DefineSituation
Buying
EvaluateOptions
Select Best
Imple-ment
AssessValue
Implementation & Adoption
Customer's Journey
Integrated Enablement Services for Sales ProfessionalsContent | Training | Tools
Coaching Services for Frontline Sales Managers (FSMs)
Enablement Technology
CSO Insights Research Note:Frontline Sales Managers – Enablement Needed
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Business Drivers: Buyer Behaviors and the Case for Strategic Enablement
Enablement MaturityIdentifying the point of departure
Enablement Master FrameworkDefining the right next step
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CSO Insights Research Note:All Things Enablement: Maturity Model Overview
A Culture of Chaos
Sales Enablement
Sales Force Enablement
Customer-CoreEnablement
Required Recommended World-Class
Organized Scaleable Adaptive
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CSO Insights Research Note:All Things Enablement: Maturity Model Overview
Product training focus
Skills & competencies driven by HR/ L&D
Focus: Salesperson
Training - Required
Domain - Organized
Training orchestrated by enablement, product training mapped to customer’s journey
Basic FSM curriculum
Focus: Salesperson & FSMs
Training - Recommended
Cross-functional / Scalable
Sales execution derived from business strategy
Coaching & enablement framework “customer-core”
Content & training integration
Building salespeople‘s business awareness
Developing world-class FSMs
Integrated - World-Class
Eco-System / Adaptive
Content, messaging, tool focus
Content categorized, assessed
Content accessible via (mobile) technology
Content - Required
Domain - Organized
All services designed/mapped to customer’s journey
Cross-functional enablement operations process
CRM integration
Content - Recommended
Cross-functional / Scalable
Sales Enablement Sales Force Enablement Customer-Core Enablement
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How to evolve enablement ?
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Business Drivers: Buyer Behaviors and the Case for Strategic Enablement
Enablement MaturityIdentifying the point of departure
Enablement Master FrameworkDefining the right next step
17© MHI Global, Inc. All Rights Reserved.
Source: Shutterstock
Connects both sides of river Thames
Road for cars and suspension bridge for ships
Towers provide perspectives and overview
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Enable-ment
Services
Vision &StrategyCharter
Change/Adoption
Cross-functional Collaboration
Customer's Journey
Internal Process Landscape: Value Creation Chain
People, Performance powered by Sales Leadership
Principles, Processes powered by technology
Enable-ment
Operations
CSO Insights Research Note:Sales Force Enablement Master Framework
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CSO Insights Research Note:Creating a Sales Force Enablement Charter
Sales roles, sales manager roles, channel partners, etc.
Target Groups
Objectives andStrategies
Roadmap
Derive objectives that lead to vision
Define action plans per objectives, and create a roadmap
Vision, Mission, Purpose
Define vision, mission, purpose, core values
Create tagline and change story!
Services
Metrics
Define enablement services per target group
Milestones, leading and lagging indicators
Four steps to define your vision & strategy charter
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Customer‘sJourney
Scopefor FSMs
Scope forSales-people
Customer‘sFocus
Engagement Principle
Design Points for Your
EnablementServices
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Business Awareness: Skills, Knowledge, Strategies, and Expertise
Customer‘s Journey
Awareness BuyingImplementation &
Adoption
Content & Training Content & Training Content & Training
Training Services on Skills, Competencies and Expertise
Change Dynamics Decision Dynamics Value Dynamics
Coaching Services for Frontline Sales Managers
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Source: lucaforni.com
Every piece of content
requires at least a
"how to use" training
No sales training
without content
CSO Insights Research Note:
Sales Force Enablement – Integrating Content and Training
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CSO Insights Research Note:
Sales Force Enablement – Integrating Content and Training
Competencies
Knowledge
Strategies
Expertise
Content, Messaging, Tools Enablement / Client-Facing
Training
Content Training
Content, ToolsOperations
Training
Content Training
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Leverage Master framework
Leverage our sales enablement master frameworks to define YOUR next steps towards a more customer–core strategy
Changing buyer behaviors and rising buyer expectations
Customers don‘t buy products, they buy the value
Understanding the customer‘s journey is key to sales success
Business Drivers
Assess Maturity Level
Start where you are, but know where you are
Leverage the enablement maturity model
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Barry
Trailer
Tamara
Schenk
Tom
Chamberlain
Jim
Dickie
Joe
Galvin
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RESEARCH DATA EXPERTISE
Research, Data and Expertise Sales Leaders Respect and Trust Globally.
Best Practice Frameworks & Trends
Sales Performance &
Productivity Research
Peer & Standard Benchmarking
Assessment & Measurement Tools
In-person & Online Executive Networking
Advisory
We provide sales analysis and decision making support to sales leaders: the individuals who are responsible for the creation and
execution of the sales strategy.
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Visit CSO Insights!https://www.csoinsights.com/
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HOW TO EXECUTE A ‘CUSTOMER-CORE’ STRATEGY WHY “HOW YOU SELL” IS MORE IMPORTANT THAN “WHAT YOU SELL”
#MSPS15, NOVEMBER 18, 2015
Tamara Schenk | Research Director |@tamaraschenk