© 2018 Pegasystems Inc. CONFIDENTIAL

From Trainer to Coach: Establishing a True Partnership with Sales Managers Liz McCormick, Director, Global Sales Manager Enablement & MethodologySeptember 18, 2018

About Me…

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• Director, Global Sales Manager Enablement at Pegasystems in Cambridge, MA; 3 years

• Partner with Sales Managers on making change in sales behavior; certified to deliver CEB’s “Challenge Yourself” workshop

• Global scope• 6 year old son James, live in North

Andover, MA with my husband; hometown of Cincinnati, OH

• Twitter: @LizMcCormickBOS#SESociety

Global Sales Enablement 3

“Pega has the brains to help deliver the right treatment to the right customer at the right time. That is very different from traditional telecommunications care. We’re seeing more than double the acceptance of retention offers. That is a big deal.”

--Marcelo Claure CEO, Sprint

Enabling Customer Engagement…

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Objective:

Today you will walk away withat least one concrete idea to implement when you get back to your office, regardless of your role.

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Your Agenda

• What to say (and what not to say) in your first conversation with a Sales Manager to establish credibility

• How to support many Sales Managers with limited resources

• What to do when you receive constructive feedback from a Sales Manager

• How to “coach to coach;” to partner with your Sales Managers to drive change

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If you’re a Sales Enablement

practitioner, who are your customers?

REAL Partnership

Being a Sales Manager Isn’t Easy!

• Forecasting/Corporate

• Coaching Team’s Deals

• Getting to the Number

• Team Complexity – Geographies– Roles– Territory/accounts– Tenures– Account maturity– Selling skills

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Here’s the thing…

Sales Managers don’t have to work with you.

How do you differentiate yourself?

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Establishing Credibility in the First Conversation

The First Conversation with a New Sales Manager• Share something about their

business/team/region based on observations

• Insight into the “real story” at corporate

• Connect them to people not typically on their meet and greet list

• Share how I can work with them/ their teams

• Share things that all managers struggle with at the company and how to avoid/deal with those things

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Limited Resources

Global Programs

• Sales Manager meeting at Sales Kickoff

• Sales Manager webinar series

• Sales Manager Council for feedback and topics they want to discuss

• Voice the field to corporate

• Spend time in the field, with even one team

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Constructive Feedback

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How to Handle?

• Be humble

• Listen—truly—and pivot if needed

• Challenge them!

• Set expectations of their role

Coaching the Coach“Selling is about influence, and coaching is about influence. Therefore, coaching is a great deal like selling. In fact, I will go one step further to say that coaching is selling.”

--Matt McDarby, author of The Cadence of Excellence: Key Habits of Effective Sales Managers

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How It Actually Works…• Dave—Development to a VP

• John—Teaming together to coach one of his reps

• Jane—Team cadence and workshop ideas

• Steve (VP)—Defining prospecting expectations for his team and tools to support pipeline

• Chris—Connecting him to other internal resources, reviewing his business strategy

• Rick—Sounding board for team and account ideas

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And More…• Matt—Evaluating his coaching

• Axel (VP)—Coaching ideas for his Sales Managers and providing feedback on the quality of account planning sessions

• Jackie—New to being a Sales Manager; listening and helping her think through steps to take with her former peers

• Bernd—Debating the details of what his team needs for tools—can’t be too “corporate” and advocating back to HQ on behalf of his team

• Dave/Vince—Combining two teams together in a field workshop, resulting in an impromptu role play by two Sales Managers and best practice sharing

Vince Heidenreich, Sales Director, Healthcare EastNorth AmericaPegasystems

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Sales Director Perspective!

How Do You Know if You’re Making an Impact?

• Business within a business– Pipeline/deals via workshops

• Resulted in getting additional headcount added to my team to do this field-facing work

• Repeat business!

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Change is Fun…Right?!?

• Organizational strategy change• Sales change• Sales Enablement change• How many?

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Two Ways to Consider Sales Manager Enablement

• The Sales Manager themselves and partnering with them/their teams

• Their VPs (or second line Sales Managers) and partnering with them to coach their Sales Managers

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