Sales transformation for the digital age - Melbourne

1© copyright Blackdot 2016

Melbourne | Wednesday, 16th November 2016

Evolving Sales To Deliver Results In The ‘New’ Customer Environment

SALES

E X E C U T I V E B R E A K F A S TFOR THE DIGITAL AGE TRANSFORMATION


Session Flow

KeynoteSales Transformation For The Digital Age

PollingWhere Are Australian Organisations Up To?

Panel discussionPerspectives From Different Sectors

Q&A

Coffee & Networking

Blackdot Speakers

Marty Nicholas

Managing Director

Nicson White Executive Director,

Commercial

David Wilson-Dowse

Capability Director

James McKaySales Director at

Sqware Peg

#CustomerTransformation

www.pollev.com/blackdot


MARKETING & SALESTRANSFORMATION

We provide evidence-based marketing & sales solutions that transform businesses & quantifiably

accelerate growth

Blackdot exists to drive


How We Help Clients Evidence-Based Solutions That Transform Businesses & Quantifiably Accelerate Growth

CUSTOMER-CENTRIC

STRATEGY

ALIGNED ORGANISATIONA

L DESIGN

INTEGRATED MARKETING &

SALES FRAMEWORK

MANAGEMENT DISCIPLINES

FRONTLINE BEHAVIOURS

Focused growth strategies that

deliver enhanced customer experience, loyalty & advocacy

Optimal resource allocation to support effective & efficient marketing & sales

execution

Integrated marketing &

sales processes to drive accelerated

acquisition, growth & retention

Empowered managers equipped to drive significant impact on frontline

performance

Critical mass of marketing & sales people delivering

more consistent out-performance


How We Help Clients Evidence-Based Solutions That Transform Businesses & Quantifiably Accelerate Growth

2. Consulting

4. Technology

3. Capability

1. Benchmarking & Measurement

CUSTOMER-CENTRIC

STRATEGY

ALIGNED ORGANISATIONA

L DESIGN

INTEGRATED MARKETING &

SALES FRAMEWORK

MANAGEMENT DISCIPLINES

FRONTLINE BEHAVIOURS

Focused growth strategies that

deliver enhanced customer experience, loyalty & advocacy

Optimal resource allocation to support effective & efficient marketing & sales

execution

Integrated marketing &

sales processes to drive accelerated

acquisition, growth & retention

Empowered managers equipped to drive significant impact on frontline

performance

Critical mass of marketing & sales people delivering

more consistent out-performance


Why Does Sales Need to Change?Sales Isn’t Going Anywhere, But It Must Adapt To Be Relevant To Today’s Customer

More digital interactions & data

than ever

Sales must be empowered with

informationData & tech-savvy must

lift to leverage this

The need to do ‘more with less’

Acquisitions costs must reduce, whilst

lifting CXChannel mix must evolve to optimise

resources + CX

Changing competitive dynamics

The CX is increasingly defining

sales outcomesNeed to transform

faster than competitors

More customer-facing channels &

functions

Sales can no longer own the customer

More cross-functional integration is required

Marketing ownership of early funnel

Sales must add more strategic value

New buying behaviours & preferences


Defining The ‘Rep Of The Future’The Future Is Bright For Salespeople That Embrace Change

CUSTOMER EXPERT

ROADWARRIOR

From To

Relationship & need-focused Challenge & value-focusedPurposeful

Customer owner Customer advocate

Product / solution expert Specialised thought leader EffectiveViews digital channels as competition Bridges digital & physical channels

Controls the sales process Supports the buying process

Burdened by admin Absolved of low-value tasksHamstrung by CRM data entry Driven by digital & customer data

Productive


The Key Shifts Required To Be ‘Future Fit’Accelerating Sales Transformation For The Digital Age

Enabling more relevant & value-adding sales interactions, at lower

cost

ORGANISATIONAL DESIGN

Building sophisticated skillsets to exceed the expectations of today’s

buyer

TALENT & CAPABILITIES

Integrating workflows & supporting consistently high quality interactions

SALES PROCESS

Creating sales capacity & optimising effectiveness & efficiency

TECHNOLOGY& DATA

TRANSFORMATIONAchieving buy-in &

embedding operational change


Sales Organisational DesignEnabling More Relevant & Value-Adding Sales Interactions, at Lower Cost

ORGANISATIONAL DESIGN

STATIC FIELD SALESCOVERAGE‘Reach & frequency’ based coverage models

DYNAMIC MULTI-CHANNELCOVERAGEResponsive & efficient targeting of opportunities

EVOLVE CHANNEL MIX TO OPTIMISE EFFECTIVENESS + COST OF SALELeverage direct digital channels & inside sales

SALES-LEDPROSPECTING‘Road warrior’ self-generated leads & meetings

MARKETING-LED LEAD GENERATION & NURTURINGMaterial pipeline of qualified, sales-ready leads

ESTABLISH THE DIGITAL DEMAND CREATION ENGINESupport online buyer education & progression across the buyer’s journey

CAPACITY-CONSTRAINED,GENERALIST REPSBroad remit & role diffusion limit customer value-add

CUSTOMER-FOCUSED,SPECIALIST REPSExpertise & capacity for deep customer value-add

SALES ROLESPECIALISATIONDevelop operational demarcation & absolute role & goal clarity

FROM TO MAKING THE SHIFT


Organisational Design – Case StudyChallenge - A Major ICT Company Needed To Refine It’s Operating Model To Do More With Less

Segmentation Solution Overview

Sector 1

Sector 2

Strategic

Emerging

Traditional

• Opportunity Based SegmentationOrganise around the upside

opportunity

• Operating Model SimplificationRole & goal clarity, specialist demarcation & collaboration model

• Resource OptimisationRemove duplicated & lower value cross over roles to improve coverage ratios

• New Low Cost Sales ChannelsDedicated focus on tail coverage

RESULTS

LESSONS

The business hit top & bottom line targets for the first time in 3 years

When doing more with less:• Simply can’t optimise without

clearly defining your market sweet spots & segmentation

• Align your best resources to your biggest opportunities

• It’s a big shift to introduce inside sales (to a legacy face-face sales organisation)

• Never underestimate the noise & customer risks with FTE reductions & portfolio reallocation


Sales ProcessIntegrating Workflows & Supporting Consistently High Quality Interactions

SALES PROCESS

LINEAR SALES-LEDPROCESSInternally-focused ‘Push’ approach

COORDINATED SUPPORT OF THE BUYER’S JOURNEYCustomer-focused ‘Pull’ approach

CROSS-FUNCTIONAL PLANNING PROCESSESDetail how each function + channel collaborate across buyer’s journey

DISPARATE MARKETING LEAD FOLLOW-UPCompeting &/or independent M&S workflows

‘CLOSED-LOOP’ LEAD HAND-OFFS & FOLLOW-UPComplimentary & interdependent M&S workflows

INTEGRATED M&S PROCESSES + METRICSHardwire lead qualification, hand-offs & follow-up

SALES ‘QUANTITY’DISCIPLINESInput-focused disciplines for consistent activity

SALES ‘QUALITY’DISCIPLINESCustomer-focused disciplines for consistent insight & value

ADDITIONAL & DIFFERENT SUCCESS DRIVERSEnsure prompt lead follow-up, adequate call preparation, contextual insights



Sales Process – Case StudyChallenge - A Major Health Science Business Needed To Enhance Cohesion Across Customer-Facing Functions

RESULTS

LESSONS

CX, conversion & employee engagement metrics all increased

• Funnel stages aligned to buyer’s journey greatly help with opportunity progression

• Pipeline stages need enough granularity to track & drive progression

• Hardwire the change, don’t hope it will happen

• Surface what is different for each person’s role & what they need from others to succeed

Buyer’s Journey

Loosening the status

quoCommitting to change

Exploringsolutions

Committing to a solution

Justifying the decision

Making the selection

Discovery

Aware

Imperative

Solution fit agreed

Needs defined

Commitment

Proceed

Integrated Funnel

Consideration

Decision

Marketing Sales Medical

SecondaryPrimary

Accountabilities

SP S

P S S

PS

S

S

S

P

P

P

SP


Technology & DataCreating Sales Capacity & Optimising Effectiveness & Efficiency

CRM FOR MANAGEMENTREPORTING‘Top-down’ adoption, activity tracking focus

CRM FOR SALES ENABLEMENT‘Bottom-up’ adoption, simplicity & mobility focus

DELIVER USER VALUE TO DRIVE ADOPTIONEnable simple / auto data capture to prepare for AI tools

NECESSARYADMINISTRATIONLow value admin tasks limiting time spent with customers

CAPACITYCREATIONProductivity + effectiveness tools maximising time spent with customers

FRONTLINE DIGITISATION & PROCESS AUTOMATIONLeverage technology to optimise rep productivity, effectiveness, efficiency

HIGHLY-INFORMEDBUYERSInformation advantage sitting with the buyer

HIGHLY-INFORMEDINTERACTIONS‘Digital footprints’ leveraged for buyer & seller benefit

ENABLE DATA-DRIVENSELLINGEnsure the right data is easily accessible to sales at the right time


TECHNOLOGY& DATA


Technology & Data – Case StudyChallenge – A Division Of A Major Enterprise Needed To Enhance Sales Enablement To Grow In A Difficult Environment

RESULTS

LESSONS

The business enhanced both the customer experience, & effectiveness + efficiency of reps

• Set initial clear goals• Focus on both technology &

people• Effective change

management is critical• Incrementalism & careful

phasing is key – layer the complexity

Tech

nolo

gyPe

ople

1 2

21

3

CRM Fundamental

s (Sales force)

Innovation & Automation

Continuous Improvement & Expansion

Change Management

Communications

Methodology, People & Process

- Sales & Service Cloud- System Integration- Single Customer View

- Configure Price Quote- Proposal Automation- Sign on Glass

- Communication- Consultation- WIFM

- Benchmarking- Coaching- Capability

- Roadmap- Release Management- Governance- Analytics


Sales Talent & CapabilitiesBuilding Sophisticated Skillsets To Exceed The Expectations Of Today’s Buyer

TALENT & CAPABILITIES

GENERALISTSOLUTIONINGNeed identification & solution-focused generalists

CONTEXTUAL THOUGHT LEADERSHIP & INSIGHTCustomer-focused problem solvers with unique expertise

UPLIFT COMMERCIALACUMENBuild industry, functional or solution knowledge to create customer value

ANALOGUE TARGETING & NEEDS ANALYSISConversation-driven approach that slows down the customer

DIGITAL PRECISION & CUSTOMER UNDERSTANDINGIntelligence-driven approach that accelerates the customer

BUILD DIGITAL + DATA SAVVY (& BUY-IN)Expand CRM / social media / data skills & broaden digital literacy

RELATIONSHIPMANAGERPrimary owner of the customer’s needs & experience

TRUSTEDINFLUENCERConnected expert that brings the best of the business to the customer

BUILD ‘DECISION NAVIGATION’ SKILLSBuild nuanced skills in influencing stakeholders & complex decisions



Talent & Capabilities – Case StudyChallenge – A Major ICT Firm With a Large Retail Distribution Network Needed To Enhance The CX Across Sales Channels

RESULTS

LESSONS

Salespeople were better attuned to customer pain points, significantly enhancing ‘cut through’

• Winning ‘hearts & guts’ is essential to prepare the field

• Build on existing capability, find people’s ‘learning edge’ & expand

• Embedding & coaching must be built into the intervention

• Small steps & repetition is key to embedding change

TRUS

T

VALUE-BASEDFocused on delivering strategic insight & creating value for customers

NEEDS-BASEDFocused on solutions that meet customer needs

PRODUCT-BASEDFocused on objectives & solutions

Challenges Skillfully

Displays Acumen & Insight

Manages Uncertainty & Conflict

Sets & Adjusts Expectations

Recognises & Harnesses/Manages Emotion

Relates Solution To Customer Value

Active Questioning & Diagnosis

Active Listening model

Confirms Needs & Priorities

Rapport & Captures Presenting Request

Reads Non-verbal Communication & Persona Cues

MICRO-SKILLS

RELATIONSHIP-BASEDTakes order, fulfills order


What Does The Maturity Process Look Like?Evolving Sales to Deliver Results in The Digital Age

Organisational Design

SalesProcess

Data & Technology

Talent & Capability

Haphazard Selling

• Ambiguous Op Model

• Self-reliant

• Partial CRM compliance

• Low data quality

• Resource / capacity constrained

• Osmosis learning

1 Sales Disciplines

• Role + goal clarity• Robust targets &

incentives

• Prioritisation & planning disciplines

• Best practice playbooks

• CRM input hygiene

• Data cleansing

• Training needs analysis

2 Sales Effectiveness

• Capacity creation & service demarcation

• Performance culture• Aligned sales models, methodologies & process

• Pipeline integrity

• Targeted capability build

• Established HR platform & practices

• CRM seen as a management tool

• Siloed content

3 Buyer Centric

• Channel + role specialisation

• M&S integration

• Aligned E2E M&S funnels

• Channel experimentation

• Marketing automation

• Enterprise knowledge capture

• Digital workforce planning

• Strategic new talent acquisition

4 Customer Driven

• X-function collaboration

• Aligned M&S goals, targets & incentives

• Buyers journey facilitation

• Omni/multi-channel execution

• App Ecosystem• Data + insight

driven decision-making

• Scalable & sustainable HR infrastructure

5


Panellists

David Palmer

Director, Business Channels

Tim Smith

Executive General Manager Sales & Marketing - Asia

Pacific

Chris Mclachlan

Head of Client Risk Solutions,

Institutional Banking & Markets

Kate McCormack

Sales Force Effectiveness

Manager


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Sales transformation for the digital age - Melbourne

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Transcript of Sales transformation for the digital age - Melbourne