Sales Enablement Essentials Masterclass: Adopt your sales team

Global Marketing

Andre Piazza @AndreAtDell http://linkd.in/andrepiazza

Andre Piazza @AndreAtDell

Adopt your Sales team Sales Enablement Essentials

Andre Piazza Product Manager, Dell

@AndreAtDell

http://linkd.in/andrepiazzahttp://bit.ly/AndreAtDellhttp://linkd.in/andrepiazzahttp://linkd.in/andrepiazza

Presented at

Adopt your Sales team Sales Enablement Essentials @AndreAtDell 2

webcast

http://productcampsf.com/http://pcampdfw.org/http://aipmm.com/aipmm_webinars/http://productcampaustin.org/http://aipmm.com/aipmm_webinars/

The Sales and Marketing divide


A solution: Empathize


A solution: Empathize


RSA Animate - The Power of Outrospection (10:28)

RSA Shorts - The Power of Empathy (2:53)

@AndreAtDell 5

http://www.youtube.com/watch?v=BG46IwVfSu8http://www.youtube.com/watch?v=BG46IwVfSu8http://www.youtube.com/watch?v=1Evwgu369Jwhttp://www.youtube.com/watch?v=1Evwgu369Jw

What if you were to sell


Photo by Molinari

http://www.flickr.com/photos/molinary/4267396863/sizes/l/in/photostream/

Photo by Click [Oscar]

http://www.flickr.com/photos/clickfotoblog/2361906411/sizes/m/in/photostream/

Magic Square

How Sales assimilates new products

1. What problem does this solve?

2. Who has the problem?

3. What does it do?

4. How does it do it?

5. What are the benefits? Source: Steve Harper, Confessions of a Sales Guy, http://www.pragmaticmarketing.com/resources/confessions-of-a-sales-guy


The #1 thing your Sales team wants you to know


confidence

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safe

Sales Enablement Essentials


Performance

@AndreAtDell 9

Education

Incentives and WIIFM

Marketing Communications

Sales Enablement Essentials


Education

Training programs Refresh programs Onboarding programs Sales tools Purchase cycle / Sales motion Competitive Information Handling objections Customer-facing engagement

Incentives and WIIFM

Compensation plan Commissions Contests Promotions SPIFs Sales plays

Performance

Where we are / Actuals Where we should be / Goals What needs to be done to bridge the gap Rewards program Sales communication patterns Demand generation programs

Marketing Communications

Marketing collateral RFP, channel-ready documentation Document repository Case studies / References Thought leadership Product documentation (FAQs, etc) Digital content

How do I drive it?


Adopt your Sales team


Programmatic

Small Adopted teams

Limited burden to Sales teams

Smart coverage of geo / segment / verticals / accounts / customers

Minimum duration required to establish quick wins

Adopt your Sales team 1. Align program intentions / expectations with Sales leaders. Start top-down.

2. Survey Sales needs / wants. Offer menu of options. Allow for comments.

3. Tailor programs to address findings. Get Sales leaders buy-in.

4. Execute programs. Get Sales makers engagement.

5. Listen. Address. Validate. Its all about them.

6. Measure results before / after. Course corrections.

7. Share results with Sales team. Reward role models.

8. Ask for more. Scale / expand the program.

*


Think: Purchase cycle / Sales motion / Sales skills and behaviors Question:

Sales motion story:

Provide options:

Surveying for action

Co

un

t

Knowledge > Confidence > Recommendation > Total

What can Product Management do to improve your _______ ?







6. Measure results before / after. Course corrections.



*


Turning findings into programs

Obstacles / Perceived Issues Suggested tactics

Findings These products are not relevant to my customers 30% Limited support when I have a question 20% Concerned about poor customer experience after-

sales 10% Limited support when quoting 10%

Provide competitive information 22%

Assist w/ customer engagement 19% Access to documentation 17% In-depth training 15% Simplified Sales motion 7% 1x1 training 6% Access to historical performance 2%

Not a problem

No obstacles or roadblocks. I do/can sell it today 50% I don't perceive products relevance in retaining

customers I dont understand these products Difficulty explaining them to my customers I'm not incented to sell these products Limited visibility into performance Bad experiences selling these products

Assistance quoting Sales WIIFM Pipeline review


Turning findings into programs

Obstacles / Perceived Issues Suggested tactics

Findings These products are not relevant to my customers 30% Limited support when I have a question 20% Concerned about poor customer experience after-

sales 10% Limited support when quoting 10%

Provide competitive information 22%

Assist w/ customer engagement 19% Access to documentation 17% In-depth training 15% Simplified Sales motion 7% 1x1 training 6% Access to historical performance 2%

Not a problem

No obstacles or roadblocks. I do/can sell it today 50% I don't perceive products relevance in retaining

customers I dont understand these products Difficulty explaining them to my customers I'm not incented to sell these products Limited visibility into performance Bad experiences selling these products

Assistance quoting Sales WIIFM Pipeline review

explore do

dont later







6. Measure results. Compare before / after. Course corrections.




*

Adopt your Sales Team - results & rewards


Performance Adopted team Remainder

segment

Attach % + 17% flat

Rev per unit + 35% - $3%

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6. Measure results. Compare before / after. Course corrections.




*

The road to sales enablement

Product Management

Sales Enablement

Relationships


Results

Engagement

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Thank You Andre Piazza @AndreAtDell http://linkd.in/andrepiazza

@AndreAtDell

Linkedin.com/in/AndrePiazza

Marketing leader "The energy of a Sales maker, the brains of an Engineer"

Andre Piazza

Slideshare.net/Apiazza

http://linkd.in/andrepiazzahttp://bit.ly/AndreAtDellhttp://linkd.in/andrepiazzahttp://bit.ly/AndreAtDellhttp://linkd.in/andrepiazzahttp://linkd.in/andrepiazzahttp://bit.ly/SalesEnablementPLMhttp://bit.ly/SalesEnablementPLMhttp://linkd.in/andrepiazza

Adopt yourSales teamSales Enablement EssentialsPresented atThe Sales and Marketing divideA solution: EmpathizeA solution: EmpathizeWhat if you were to sellHow Sales assimilates new productsThe #1 thing your Sales team wants you to knowSales Enablement EssentialsSales Enablement EssentialsHow do I drive it?Adopt your Sales teamAdopt your Sales teamSurveying for actionAdopt your Sales teamTurning findings into programsTurning findings into programsAdopt your Sales teamAdopt your Sales Team - results & rewardsAdopt your Sales teamThe road to sales enablementThank YouAndre Piazza @AndreAtDellhttp://linkd.in/andrepiazza

Sales Enablement Essentials Masterclass: Adopt your sales team

Marketing

Transcript of Sales Enablement Essentials Masterclass: Adopt your sales team