Sales Alignment

Copyright © 2010-2014 9Lenses®, All Rights Reserved Worldwide. Not for redistribution in any outlet or form without prior written consent from 9Lenses, Inc.

Enterprise SaaS for Organizational Intelligence

Sales Alignment

Sales AlignmentSee How Leading Fortune 500

Companies Are Gaining Clarity and Closing More Deals


Outline

1. Market Research2. Visualizing Alignment3. Benefits of Alignment 4. The Recipe5. Best Practices


Examples of Alignment and Misalignment

Alignment:

• Cooperation between team members

• Cooperation between territories

• Similar perspective on strategy and implementation across various roles

• Congruence on value proposition, sale and delivery

Misalignment:

• Different perspectives on the product or sales process

• Significant gaps between top performers and weakest link

• High variations in divisional performances

• Lack of training on product, processes or best practices


1. Market Research: The Complexity

One of the main sales problems that we identified is the complexity of ongoing interactions between customers, marketing, and sales.

Complexity:• The number of people on the team and in company• Seniority and training of the team• The number of hand-offs• Multitude of tools and best practices• Complex products across many product lines• Changing market landscape • Customer demands and expectations


1. Market Research: The Complexity

Unsolved Misalignment = Loss of Revenue

Misalignment produces messy pipelines, inefficient processes, and loss of revenue. • 43% of salespeople pursue less than 75% of

marketing-generated leads

• Failure to align sales and marketing teams costs B2B companies more than 10% of revenue per year or $100M for a $1BN company!

References: IDC, CSO Insights

http://www.idc.com/


1. Market Research: The Opportunity

High alignment = Higher revenues

• Highly-aligned organizations saw annual revenue growth of 32%

• Highly-aligned marketing and sales operations achieved 24% faster 3-year revenue growth and 27% faster 3-year profit growth

References: Aberdeen Group, Sirius Decisions

“Fortune favors the aligned”Matthew Griffin

http://www.aberdeen.com/research/8669/ra-sales-marketing-alignment/content.aspx

http://www.aberdeen.com/research/8669/ra-sales-marketing-alignment/content.aspx

https://www.siriusdecisions.com/

https://www.siriusdecisions.com/

http://channels.theinnovationenterprise.com/articles/use-a-war-room-to-create-disruptive-innovations?utm_content=buffer6402e&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer%23.VHinr08NwNU.buffer


1. Market Research: 9Lenses Approach

9Lenses gathered more than 800,000 data points for:• Sales and marketing alignment• Sales team engagement• Win/loss cycles• Customer intelligence• Other sales interactions

We identified the best metrics that influence sales performance and increased revenue.


1. Market Research: About 9Lenses The Platform for Organizational Intelligence


2. Visualizing Alignment

Fortune50 Company with more than $100Bn in revenue

Gap Analysis: Lack of Unity Creates Barriers to Selling



Fortune50 Company with more than $100Bn in revenue

Gap Analysis: Lack of Unity Creates Barriers to Selling

We have to be prepared to price our offerings to win. This means that our services and HW/SW need to come in below our competition. If we couple this with an on par or better offering, we have a fighting chance to win.

More training... tighter collaboration with the software teams.

Software is one area of concern... We don't know who to turn to and if we do, response is slow.



Example of Misalignment

Disparity among regional scores highlights areas where training is needed.



Gap Analysis: High Team Misalignment Breeds Inconsistency in Performance



Example of Misalignment

Views on team alignment are significantly different based on tenure.



Scorecard Example


• More revenue• Better lead generation• Healthy pipelines• Higher conversion rates• Efficient integration with organizational

processes and tools • Faster follow-up on leads• Targeted training • Faster go to market • Shorter time between touches• More time interacting with the right

contacts• Value prop = sale pitch = product/sale

delivery

3. Alignment Benefits


4. The Recipe

1. Simplify complexity by measuring gaps between the sales, marketing, product and the customers

2. Identify root causes of misalignment3. Reduce gaps with targeted training4. Measure the alignment gaps periodically to

assess progress5. Continue refining the process until the

complexity problem is solved and high alignment is achieved

You can’t improve what you don’t know.You don’t know what you don’t

measure.It’s starts with measurement.


5. Best Practices

• Assess and align the team internally• Gather and measure employee feedback• Align with your team globally and across

various territories• Align with organizational processes and tools• Identify top-performers and emulate their

tactics• Offer trainings for the weakest link in the team• Align with the market via persona development

(feedback loop from previous customers)• Alignment with marketing campaigns • Fine tune the process: initial touch to sale

handoff • Assess periodically to maintain high alignment • Offer trainings for the weakest link in the team


5. Best Practices: Training

Determine Specific

Gaps

Implement Training

Follow Up Analysis

Example: Implement a roadmap for continuous feedback & training.

“I would personally like to be invited to [local] in person training

sessions rather than any Computer based or Instructor led trainings.”

“I would like to spend more face to face time with the Reps in my

territory to learn the benefits and business value that our solution

can bring.”

“I think ongoing training to learn new product features and

capabilities is needed on a regular basis.”


Try out 9Lensestoday!


Thank You for your Time!

Tom HessenVP of Sales

[email protected]

For more information or to run a 9Lenses App visit our website.

http://www.9lenses.com/software-suites

Sales Alignment

Sales

Transcript of Sales Alignment