WINTER 2019 Sales Ops Summit - Fullcast.io...Sales Ops Summit WINTER 2019 MAKING SENSE OF THE SALES...
Transcript of WINTER 2019 Sales Ops Summit - Fullcast.io...Sales Ops Summit WINTER 2019 MAKING SENSE OF THE SALES...
Sales Ops Summit
WINTER 2019
MAKING SENSE OF THE SALES TECH STACK & HOW TO MAKE BUYING DECISIONS
Nancy NardinSan Jose, CA | Feb 6, 2019
Sales Ops Summit
WINTER 2019
Nancy Nardin – Smart Selling Tools
Copyright © fullcast.io, 2019. All Rights Reserved.
Nancy Nardin,Sales Technology Stack Expert
@sellingtools@Vendor_Neutral
https://www.linkedin.com/in/nancynardin
Nancy Nardin is the founder of Smart Selling Tools and is the co-founder of Vendor Neutral. She’s recognized as the voice of authority on sales technology and is the creator of the Nancy Nardin SalesTech Landscape, a market landscape of nearly 600 sales solutions sorted into 43 categories.
Before launching Smart Selling Tools in 2009, Nancy served in sales leadership roles at leading analyst firms such as Gartner Group and IDC, selling into the large accounts like Intel, HP, Microsoft, Apple, and Sun Micro. She also worked closely with many of Silicon Valley’s leading venture capital firms.
Sales Ops Summit
WINTER 2019
Making Sense of the Sales Tech Stack & How to Make Buying Decisions
Copyright © fullcast.io, 2019. All Rights Reserved.
State of SalesTech Tools Today Four Drivers of Sales Tool
Purchases
Best Practice Sales Tech Buying
State of Sales Technologies Today
Copyright © fullcast.io, 2019. All Rights Reserved.
Paradox of Choice
Few companies take a strategic approach to tech stack
Proliferation of point solutions = Shiny Object Syndrome
No one group is in charge
Sales Ops Summit
WINTER 2019
Jam Study – Paradox of Choice
24 Jams 6 Jams
attracted
60% of shoppers
3% of shoppers bought jam
attracted
40% of shoppers
30% of shoppers bought jam
Sales Ops Summit
WINTER 2019
State of Sales Technologies Today
Copyright © fullcast.io, 2019. All Rights Reserved.
State of Sales Technologies Today
Copyright © fullcast.io, 2019. All Rights Reserved.
Paradox of Choice
Few companies take a strategic approach to tech stack
Proliferation of point solutions which leads to Shiny Object Syndrome
No one’s in charge
Sales Ops Summit
WINTER 2019
LinkedIn Sales Operations: Job Descriptions
Sales programs
Employee Recognition
Sales processfunnel tracking
Events
Salesforce Training
Reporting
Recruitment
Tools
Sales support
Sales force deployment
CRM enhancement
Market insights
Sales Strategy
Organizational Effectiveness
Sales Planning
Analytics
Targeting
Sales performance
Contests
Sales Conference
Quota Analysis
Booking of Deals
Sales Ops Summit
WINTER 2019
LinkedIn Sales Enablement: Job Descriptions
Field Marketing
ContentSkills Development
People Management
Sales Knowledge
Tools
Certification
Solution Marketing
Channel Sales
Sales Strategy
Sales Planning
Training
Sales performance
Onboarding
Field Readiness
Sales Strategy
Sales Ops Summit
WINTER 2019
LinkedIn Sales VP: Job Descriptions
Sales programs
Forecasting
Coaching
Sales Rep Development
Planning & Reporting
Develop & Grow Team
ToolsBudgeting
Generate Revenue Streams
Assign Territories Exceed Targets
Sales Strategy
Ensure Profitable Revenue
Sales Planning
Sales Hiring
Sales performance Contests
Quota Analysis
Improve Velocity
State of Sales Technologies Today
Copyright © fullcast.io, 2019. All Rights Reserved.
Paradox of Choice
Few companies take a strategic approach to tech stack
Proliferation of point solutions = Shiny Object Syndrome
No one group is in charge
Sell More.
At the right Price.
Four Drivers of Tech Stack Decisions
While Lowering Costs.
In Less Time.
Sales Ops Summit
WINTER 2019
Sales Stack FrameworkBest Practice Sales Tech Buying
Identify, engage and establish goals
STAKEHOLDERSAssess your capabilities and capability gaps
AUDITWhat questions to ask yourselves and vendors
KNOW
Identify current tech and gaps
TECHNOLOGYTech use to capability gaps
COMPARE
Who Takes the Lead?
Sales Leadership
+ Sales Operations
+ Sales Enablement
Power to Transform
Copyright © fullcast.io, 2019. All Rights Reserved.
Sales Ops Summit
WINTER 2019
Stakeholders
Field Sales
Demand Gen
Senior LeadershipMarketing Ops
Inside SalesInfoTech (IT)
Sales OpsSales EnablementSales Leadership
Sales Ops Summit
WINTER 2019
Sales Stack FrameworkBest Practice Sales Tech Buying
Identify, engage and establish goals
STAKEHOLDERSAssess your capabilities and capability gaps
AUDITWhat questions to ask yourselves and vendors
KNOW
Identify current tech and gaps
TECHNOLOGYTech use to capability gaps
COMPARE
Sales Ops Summit
WINTER 2019
Identify Technology GapsWhite Belt Blue Belt Purple Brown Belt Black Belt
Face-to-face Training
Internet Search
Lead ClippingLead List Building
Web Visitor Tracking
Call-Back Lead Capture
Email Auto-Reply MiningAccount Targeting
Predictive Lead Scoring
Phone & Email
Online Meeting
Spreadsheets
Documents Email
Spreadsheets
SpreadsheetsManage, Forecast &
Analyze
Develop, Coach, Onboard & Motivate
Meeting Schedulers
PowerPoint ®
Outreach Email Workflow
Sales Prospecting &
Engagement
Presentation Builders
PowerPoint®
eSignatures
Proposal Creation
CRM
CRM
Sales Training Portal
Buyer Consensus
Value Selling
CPQ
Sales Compensation
Planning & Admin’
Customer Experience
& Success
Skills Development &
Reinforcement, Gamification,
Forecast Analysis
Reporting (AI)
Training integrated into workflow
AI Email Outreach
Buyer Portals
AI Mtg Note Taking
Reference
Management
Account & Opportunity
Management
ROI Calculators
Customer Engagement
Video Role Play,Sales Call Recording
Territory Management
Revenue Management
Renewal Management
Sales Process & Activity
Management
Contract Life-Cycle
Mgmt
Channel Management
Sales Enablement
Video Selling
Personalization/Social
Tactile Selling
Data Cleanse/Append
Xactly
SeismicVanillaSoft
DiscoverOrg
MembrainAdobe
Don’t Need Don’t NeedDon’t Need
Don’t Need
Don’t Need
Need
NeedNeedNeed
Need
Need
Need
Need Need Need
Need
NeedNeed
Salesforce
Salesforce
GoToMeeting
Data.com
Salesforce
Who to Sell to & Why
When & How to Engage
Why Buy & From You
How to Close
Sell More & Again
Sales Ops Summit
WINTER 2019
Identify Technology GapsWhite Belt Blue Belt Purple Brown Belt Black Belt
Face-to-face Training
Internet Search
Lead ClippingLead List Building
Web Visitor Tracking
Call-Back Lead Capture
Email Auto-Reply MiningAccount Targeting
Predictive Lead Scoring
Phone & Email
Online Meeting
Spreadsheets
Documents Email
Spreadsheets
SpreadsheetsManage, Forecast &
Analyze
Develop, Coach, Onboard & Motivate
Meeting Schedulers
PowerPoint ®
Outreach Email Workflow
Sales Prospecting &
Engagement
Presentation Builders
PowerPoint®
eSignatures
Proposal Creation
CRM
CRM
Sales Training Portal
Buyer Consensus
Value Selling
CPQ
Sales Compensation
Planning & Admin’
Customer Experience
& Success
Skills Development &
Reinforcement, Gamification,
Forecast Analysis
Reporting (AI)
Training integrated into workflow
AI Email Outreach
Buyer Portals
AI Mtg Note Taking
Reference
Management
Account & Opportunity
Management
ROI Calculators
Customer Engagement
Video Role Play,Sales Call Recording
Territory Management
Revenue Management
Renewal Management
Sales Process & Activity
Management
Contract Life-Cycle
Mgmt
Channel Management
Sales Enablement
Video Selling
Personalization/Social
Tactile Selling
Data Cleanse/Append
Need
NeedNeedNeed
Need
Need
Need
Need Need Need
Need
NeedNeed
Who to Sell to & Why
When & How to Engage
Why Buy & From You
How to Close
Sell More & Again
Sales Ops Summit
WINTER 2019
Identify Technology GapsWhite Belt Blue Belt Purple Brown Belt Black Belt
Face-to-face Training
Internet Search
Lead ClippingLead List Building
Web Visitor Tracking
Call-Back Lead Capture
Email Auto-Reply MiningAccount Targeting
Predictive Lead Scoring
Phone & Email
Online Meeting
Spreadsheets
Documents Email
Spreadsheets
SpreadsheetsManage, Forecast &
Analyze
Develop, Coach, Onboard & Motivate
Meeting Schedulers
PowerPoint ®
Outreach Email Workflow
Sales Prospecting &
Engagement
Presentation Builders
PowerPoint®
eSignatures
Proposal Creation
CRM
CRM
Sales Training Portal
Buyer Consensus
Value Selling
CPQ
Sales Compensation
Planning & Admin’
Customer Experience
& Success
Skills Development &
Reinforcement, Gamification,
Forecast Analysis
Reporting (AI)
Training integrated into workflow
AI Email Outreach
Buyer Portals
AI Mtg Note Taking
Reference
Management
Account & Opportunity
Management
ROI Calculators
Customer Engagement
Video Role Play,Sales Call Recording
Territory Management
Revenue Management
Renewal Management
Sales Process & Activity
Management
Contract Life-Cycle
Mgmt
Channel Management
Sales Enablement
Video Selling
Personalization/Social
Tactile Selling
Data Cleanse/Append
Need
NeedNeedNeed
Need
Need
Need
Need Need Need
Need
NeedNeed
Who to Sell to & Why
When & How to Engage
Why Buy & From You
How to Close
Sell More & Again
Sales Ops Summit
WINTER 2019
Sales Tech Hierarchy MasteryWhite Belt Blue Belt Purple Brown Belt Black Belt
Face-to-face Training
Internet Search
Lead ClippingLead List Building
Web Visitor Tracking
Call-Back Lead Capture
Email Auto-Reply MiningAccount Targeting
Predictive Lead Scoring
Phone & Email
Online Meeting
Spreadsheets
Documents Email
Spreadsheets
SpreadsheetsManage, Forecast &
Analyze
Develop, Coach, Onboard & Motivate
Meeting Schedulers
PowerPoint ®
Outreach Email Workflow
Sales Prospecting &
Engagement
Presentation Builders
PowerPoint®
eSignatures
Proposal Creation
CRM
CRM
Sales Training Portal
Buyer Consensus
Value Selling
CPQ
Sales Compensation
Planning & Admin’
Customer Experience
& Success
Skills Development &
Reinforcement, Gamification,
Forecast Analysis
Reporting (AI)
Training integrated into workflow
AI Email Outreach
Buyer Portals
AI Mtg Note Taking
Reference
Management
Account & Opportunity
Management
ROI Calculators
Customer Engagement
Video Role Play,Sales Call Recording
Territory Management
Revenue Management
Renewal Management
Sales Process & Activity
Management
Contract Life-Cycle
Mgmt
Channel Management
Sales Enablement
Video Selling
Personalization/Social
Tactile Selling
Data Cleanse/Append
Who to Sell to & Why
When & How to Engage
Why Buy & From You
How to Close
Sell More & Again
Typical Maturity levels in Yellow(lots of room for improvement)
Sales Ops Summit
WINTER 2019
E-SIGNATURES
RESPONDENTS USE THIS
TECHNOLOGY
42%
4.03
USAGE BY COMPANY SIZE
SATISFACTION LEVEL OUT
OF 5
40% 1-499
45% 500+
CRM
RESPONDENTS USE THIS
TECHNOLOGY
76%
3.81
USAGE BY COMPANY SIZE
SATISFACTION LEVEL OUT
OF 5
76% 1-499
78% 500+
ONLINE MEETINGS
RESPONDENTS USE THIS
TECHNOLOGY
68%
3.68
USAGE BY COMPANY SIZE
SATISFACTION LEVEL OUT
OF 5
66% 1-499
73% 500+
LEAD LIST BUILDING
RESPONDENTS USE THIS
TECHNOLOGY
46%
3.35
USAGE BY COMPANY SIZE
SATISFACTION LEVEL OUT
OF 5
52% 1-499
33% 500+
4 Pillars of a Successful Sales Stack
Sales Ops Summit
WINTER 2019
Percentage Of Respondents Using Each Technology Type76%
68%
46%42%
21%18% 18%
14% 12% 12% 12% 11% 11% 11% 10% 10% 10%6% 6% 5% 5% 4% 4% 4% 4% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Sales Ops Summit
WINTER 2019
Sales Stack FrameworkBest Practice Sales Tech Buying
Identify, engage and establish goals
STAKEHOLDERSAssess your capabilities and capability gaps
AUDITWhat questions to ask yourselves and vendors
KNOW
Identify current tech and gaps
TECHNOLOGYTech use to capability gaps
COMPARE
Sales Ops Summit
WINTER 2019
Audit Capabilities
Who to Sell to & Why
When & How to Engage
Why Buy & From You
How to Close
Sell More & Again
1
Build interest and momentum, get prospects to engage (have emails opened and calls accepted), know what works and why, know optimal number of touch-points
2
Identify total available market, ICP, prioritize selling effort, target all decision influencers, and maintain and grow the database
3 Align the buyer’s needs with the your solutions, quantify and calculate ROI, persona-based messaging & content
4 Identify referrals to help close deals, create contracts in real time, generate accurate quotes, capture signatures, know where each contract is in the signature process
5 Nurture current customers, identify at-risk customers, white-space analysis to identify up-sell and cross-sell opportunities
Sales Ops Summit
WINTER 2019
Audit Capabilities
Who to Sell to & Why
When & How to Engage
Why Buy & From You
How to Close
Sell More & Again
6
Manage, Forecast & Analyze
Auto-roll-up the forecast, dive deep into forecast movement, identify markers of a real deal, value-add deal reviews and measure KPIs
Sales Ops Summit
WINTER 2019
Audit Capabilities
Who to Sell to & Why
When & How to Engage
Why Buy & From You
How to Close
Sell More & Again
Auto-roll-up the forecast, dive deep into forecast movement, identify markers of a real deal, value-add deal reviews and measure KPIs
6
Manage, Forecast & Analyze
7
Develop, Coach, Onboard, Motivate
Learn within workflow, continuously assess skill-set,
record and share best practice skills, onboard new
reps to full performance quickly
Sales Ops Summit
WINTER 2019
Sales Stack FrameworkBest Practice Sales Tech Buying
Identify, engage and establish goals
STAKEHOLDERSAssess your capabilities and capability gaps
AUDITWhat questions to ask yourselves and vendors
KNOW
Identify current tech and gaps
TECHNOLOGYTech use to capability gaps
COMPARE
Sales Ops Summit
WINTER 2019
Identify total available market, ICP, prioritize selling effort, and maintain and grow the database
▪ Account Targeting & Go-To-Market
▪ Purchase Intent▪ Lead
Database/Cleansing
Build interest and momentum, get prospects to engage (have emails opened and calls accepted), know what works and why, know optimal number of touch-points
▪ Sales Enablement/ Content Mgmt
▪ Prospect Engagement
▪ Dialers▪ Buyer
Engagement
Target all decision influencers, align the buyer’s needs with the your solutions, quantify and calculate ROI, persona-based messaging & content
▪ Value Selling & ROI
▪ Reference Management
▪ Knowledge Sharing
Identify referrals, create contracts in real time, generate accurate quotes, capture signatures, know where contracts are in the process
▪ Sales Process, Activity Mgmt
▪ Account & Opportunity Planning
▪ eSigning▪ Configure,
Price, Quote
Nurture current customers, identify at-risk customers, white-space analysis to identify up-sell and cross-sell opportunities
▪ Customer Success
▪ Renewal Management
▪ Buyer Consensus
Auto-roll-up the forecast, dive deep into forecast movement, identify at-risk deals, value-add deal reviews and measure KPIs
▪ Sales Compensation
▪ Sales Operations
▪ Quota & Territory Mgmt
Learn within workflow, continuously assess skill-set, record and share best practice skills, onboard new reps to full performance quickly
▪ Skills Development
▪ Video Role-Play & Practice
▪ Sales Call Recording
Compare Capabilities/Tech
Copyright © fullcast.io, 2019. All Rights Reserved.
1WHO TO SELL TO
2HOW TO ENGAGE
3WHY BUY & FROM YOU
4HOW TO CLOSE
5
HOW TO UP/CROSS-SELL& RENEW
6HOW TO MANAGE
7
HOW TO TRAIN & REINFORCE
Sales Ops Summit
WINTER 2019
Sales Stack FrameworkBest Practice Sales Tech Buying
Identify, engage and establish goals
STAKEHOLDERSAssess your capabilities and capability gaps
AUDITWhat questions to ask yourselves and vendors
KNOW
Identify current tech and gaps
TECHNOLOGYTech use to capability gaps
COMPARE
Sales Ops Summit
WINTER 2019
Know the Questions to Ask Yourself & Vendors
Copyright © fullcast.io, 2019. All Rights Reserved.
ORGANIZATIONAL IMPACT QUESTIONS
IMPLEMENTATION QUESTIONS
FINANCIAL IMPACT QUESTIONS
GENERAL QUESTIONS
- What are the people and processes necessary to extract value?
- Will we need incremental headcount?
- How will Stakeholders be involved long-term?
- What kind of initial and ongoing training is required?
- What is involved in the build out? (time, resources, environment, etc.)
- What are the business objectives this solution helps with?
- How quickly will we see a return? (value of the tool compared to increased costs: tool, people, processes, training, upkeep, etc).
- What is the probability we will see a return?
- What are the ongoing costs to support the use and value of the solution?
- What is the cost of doing nothing?
- What is the business problem you are trying to solve? How is performance measured?
- What concerns do we have?- How much of the solution will we
use?- What does it need to be integrated
with?
Sales Ops Summit
WINTER 2019
Know the Questions to Ask Yourself & Vendors
Copyright © fullcast.io, 2019. All Rights Reserved.
GENERAL QUESTIONS- Do we need a dedicated admin to run the platform?- What kinds of resources do your clients typically use to support the solution?- Does your solution fit our normal processes?
- What is the product's history of enhancements?
- What is your product vision or roadmap?
- Can you provide information and present your product in multiple languages?
- What do you think is unique about our company?
- What is the product's history of enhancements?
- Is installation, integration, delivery, and/or maintenance included in the quoted price?
ORGANIZATIONAL IMPACT QUESTIONS
- How can we ensure that we are using the product properly and to its full potential to get the greatest ROI?
- How do your other customers measure ROI?- What is the expected ROI?- How is your solution going to help me build a better business?
FINANCIAL IMPACT QUESTIONS
- What level of support can we expect after we launch?- Do you offer training to improve adoption or an ability to certify product users?- What sorts of things do you do for your customers to make them successful with
your product?- Who are you able to integrate with?- How does the integration work?
IMPLEMENTATION QUESTIONS
Sales Ops Summit
WINTER 2019
Use the STACK Framework:
SummaryThe tech landscape is crowded and confusing
Sales Ops, Enablement, & Leadership can transform
Don’t look at tech without understanding your capability gaps
Keep the Four Drivers in mind
Copyright © fullcast.io, 2019. All Rights Reserved.
Identify & involve all
stakeholders
Identify current Tech usage and
gaps
Audit your capability gaps
Compare tech gaps to
capability gaps
Know the questions to
ask
Sales Ops Summit
WINTER 2019
Copyright © fullcast.io, 2019. All Rights Reserved.
Next Steps
Take the Free SalesTech
Recommendations Assessment
www.vendorneutral.com
Follow us on LinkedIn
linkedin.com/company/vendor-neutral/
Follow us on Twitter
@Vendor_Neutral
@SellingTools
Access Free Podcasts, Ebooks,
Webinar and other SalesTech
Resources
www.smartsellingtools.com
Sales Ops Summit
WINTER 2019
Copyright © fullcast.io, 2019. All Rights Reserved.
Q&A
Sales Ops Summit
WINTER 2019
Copyright © fullcast.io, 2019. All Rights Reserved.