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Creating the Continuous Customer Conversation
Patrick Flanigan, ADPVP Sales and Marketing Enablement
First – some numbers . . .
118156
For the locals
118156th
For the people back home
#1
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With ADP 13 years Enablement for 5 years AZ for 3 years NJ and DC Drove cross country 2X
Who am I?
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About ADP
We are a comprehensive global provider of cloud-based Human Capital Management (HCM) solutions that unite HR, payroll, talent, time, tax and benefits administration, and a leader in business outsourcing services, analytics and compliance expertise.
Some more numbers
5007,00012
8
heyTools and Technology
Sales Pipeline
FY10 FY11 FY12 FY13 FY14 FY15
CRM and Marketing Automation platform
consolidation
Installed lead routing rules,
infrastructure and governance
Developed Guided Selling platform
overlay for Salesforce
Created self-service, compliant email
marketing tool for sales reps
Integrated Social Selling tools
Built pointed use Sales Apps on top
of SF1 (Genie, OPT, Blueprint)
CENTRALIZED SALES OPS
LEADCENTER
MOBILESELLING ONDEMAND SOCIAL
SELLINGGUIDED
APPS
MARKETING SUPPORT
FY16 FY17
Enablement Programs
DIGITAL SELLING
Dedicated Inside Sales Support and
Marketing Apps for Lead Gen
Unified Buying experience that
makes the sellers job easier
UNIFIED SALES APP
Evolution of Sales Enablement
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Best In Class Sales Tools and Support throughout the Sales Process
Eloqua Markie Award Winner:
Lead Center
Big Machines Modern Selling
Experience Award: Electronic
Sales Order
Demand Gen Report Killer
Content Award: TCO Tools
Eloqua Markie Award Finalist:
OnDemand Marketing
CVI Top POV Pitch Award:
Guided Selling App
SalesforceRoad Warrior:
Mobile Innovation Award
Recognition
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Enablement circa 2015
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Sales and Marketing Stack
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For today . . .
Issues we face today How tackle Where we deliver
Buying experience Message alignment Tech stack
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Buyer ComplexityKey Issues• Balance of power has shifted to the buyer• Buyers are further through the buying
process before engaging sales• Customers are demanding more expertise
from sales• There are more vehicles to influence
existing customers
Our Approach• Gather all messaging inputs• Align messages to the right person at the
right time • Activate the message: Drive incremental
leads and engage early• Accelerate the sales process
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Buyer Complexity
Buyer Behavior Programs and Solutions
Buyers are researching online and in social
Buyers demanding a more personalized experience
Buyers expect more from the sales experience
Leverage buyer behavior to drive more incremental leads
Leverage marketing technology to gain access
Leverage dynamic capabilities of mobile tech to accelerate sale
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Messaging Complexity
Sales Messaging
(IDM) Product Differentiators
Competitive Intelligence
Peer Reviews
Digital Marketing
Social Selling
Lead Nurturing
Referral ProgramsPartner Marketing
Live Events
In-Product Marketing
Client Marketing
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Sales and Marketing Enablement
SALES AND MARKETING ENABLEMENT• Lead development, qualification and
adoption
• Sales development and outbound reach
• Inside Sales Support
• Digital Marketing and Sales Connection
• Coordination on Content Strategy
• Cross-BU Initiatives
• Sales Messaging aligned with Marketing Message
• Alignment with Product Marketing
• Driving better outcomes from sales technology enablement
• Reinforcing and strengthening proven sales methodologies and KPIs (leadership tools and social selling
Sales enablement is a strategic, ongoing process that equips sales teams to have consistently effective engagements with prospects and customers throughout the buyer’s journey. - Forrester
Buying Experience Selling Experience
The practice of actively managing the seller experience by providing integrated sales resources that simplify the seller job. - CEB
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Building a Messaging Framework
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Messaging Overview
BU Overall Message and Value Prop
Themes based off Common Needs
Differentiators • Differentiator #1
• Differentiator #2
• Differentiator #3
• Differentiator #1
• Differentiator #2
• Differentiator #3
• Differentiator #1
• Differentiator #2
• Differentiator #3
Brand Message/TaglineBranding
Content Strategy
Company Wide Messages
Personas
Sales MessagingPOV Product Connection CI Landmines
Overall Value Statement for Business Line
Theme 1 Theme 2 Theme 3
Message 1 Message 2 Message 3
Persona 2 Persona 3Persona 1
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Messaging Inputs and Workshops
Messaging Workshops- Gathering inputs: persona work, buyer’s
journey, IDM- Workshop facilitation- Content capture- Aligning stakeholders
- Partnership with Product Marketing- BU Marketing- Sales- Service- Product or Product Marketing- CI
Source Material from Workshop- Buyer’s Journey Messaging Toolkit- POV Pitch- Conversation Roadmap
Output- Content Roadmap- Campaigns- Lead Nurture- Sales Tools
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Why Stay?
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Always On messages
Triggered: responding based on behaviorContinuous: always connected to a next stepCreating Value: being useful, providing right message at right time
No specific start and end – schedule is unique to each contact
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Always-On Portfolio
23
Enhance the buyer experience
• Multiple ways of accessing insight and information
• Flexible communication mediums
• Messaging to the buyer needs
Drive better outcomes through sales enablement technology
• Reduce research time• Increase win rates over
competition• Shorten selling cycles• Reduce no-decisions• Increase average deal size
Reinforce and strengthen proven sales methodologies and KPI’s
• Reinforce consistent behaviors
• Inspect and adjust regularly• Leverage social selling power• Align marketing and sales
messaging
Sales Process Sales Tools Sales Messaging
Sales Effectiveness and Delivery
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Tools throughout the sales processGaining Access
•OnDemand•Fulfillment Tools•Prospecting Tools
Buyer Meetings•Sales Hub•Demo
Analysis•TCO•Benchmarking•Calculators
Closing•Proposal Generator•Electronic Sales Order
Productivity•Launchpad•Opportunity/Account Planning•Communications
Social Strategy•VS/Elevate•Navigator•Sales for Life
Inside Sales•Contact Management•Pod Selling•Engagement Tools
Buyer Engagement ToolsCreation and management of all tools
used by the field to help engage/market with a prospect or
client to start a sales process
Sales Process ToolsTools designed to help buyer and
seller move throughout the buying process
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Social
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OnDemand Marketing
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OnDemand - Customization
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Business Impact and Challenges
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Market Insights
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The Path Forward
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Features and Differentiators
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Why us
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New opportunities
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Complex Ecosystem
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So where is this going?
Issues we face today How tackle Where we deliver
Buying experience Message alignment Tech stack
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So where is this going?
Buying experience Message alignment Tech stack
• Influencers• Blogs • Social• Peer Review Sites
• Buyer Personas• Product complexity• Client Experience
• Data• Segmentation• Tool complexity• Data!
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What ties it all together?
The Message
• Digital Marketing• Lead Gen • Field Marketing
Events
• Client Advocacy• Partner Referral
Programs
• Vertical programs• Trigger events• Client Onboarding
Why Change Why Us Why Now Why Stay
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