Presented by

© Copyright 2017 The Sales Management Association. All rights reserved.

SalesManagementAssociationWebcast

13October2016

Building the Sales Force’s Digital Playbook

BobKellyChairmanSalesManagementAssociationrjkelly@salesmanagement.org

Tawheed KaderCEOandFounderToutApptk@toutapp.com

JeffDayVPofMarketingHighspotjday@highspot.com

© Copyright 2017 The Sales Management Association. All rights reserved.

About The Sales Management Association

Aglobal,cross-industryprofessionalassociationforsalesoperationsandsalesmanagement.

Focusedinprovidingresearch,casestudies,training,peernetworking,andprofessionaldevelopmenttoourmembership.

Fosteringacommunityofthought-leaders,serviceproviders,academics,andpractitioners.

www.salesmanagement.org

www.salesmanagementconference.com

2

16 – 18 OCTOBER 2017 ATLANTA

© Copyright 2017 The Sales Management Association. All rights reserved.

Today’s Speakers

3

Tawheed Kader

CEO&Founder

ToutApp

tk@toutapp.com

BobKelly

ChairmanSalesManagementAssociationrjkelly@salesmanagement.org

JeffDay

VPofMarketing

Highspot

jday@highspot.com

Presented by

© Copyright 2017 The Sales Management Association. All rights reserved.

SalesManagementAssociationWebcast

13October2016

Building the Sales Force’s Digital Playbook

BobKellyChairmanSalesManagementAssociationrjkelly@salesmanagement.org

Tawheed KaderCEOandFounderToutApptk@toutapp.com

JeffDayVPofMarketingHighspotjday@highspot.com

© Copyright 2017 The Sales Management Association. All rights reserved.

Today’s Agenda

5

1. Why does your organization need a sales playbook?

2. Why does it have to be digital?

3. The role of Sales Enablement and Sales Workflow software

4. Briefly, how ToutApp and Highspot helps

© Copyright 2017 The Sales Management Association. All rights reserved.

Your Sales Playbook

6

1. Only 33% of sales reps time is spent selling

2. Only 57% of reps said they are equipped with strategies, tools and skills to exceed their numbers

3. Less than 25% of companies map their sales content to their overall sales process

4. 60-70% of B2B content goes unused

© Copyright 2017 The Sales Management Association. All rights reserved.

Typical Solutions

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Sales Training79% of training is forgotten within

30 days.

Sales PlaybooksCollects dust on your reps’ desks

© Copyright 2017 The Sales Management Association. All rights reserved.

The Digitized Sales Playbook

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● Everysalesleaderhasaprovensalesplaybookthatdeliverssuccess

● Thedigitizedsalesplaybookutilizessalesenablementandsalesworkflowsoftwaretodelivertraining,bestpracticesandenablementtosalesrepsastheydotheirjobs

● Usinga“digital”salesplaybookensuresrepsgettherightcontentandbestpracticesattherighttimeastheynavigatetheirdeals

© Copyright 2017 The Sales Management Association. All rights reserved.

Digitized Sales Playbook Framework

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SalesStages Prospecting Qualification Needs

Analysis Proposal Negotiation Closed/ Won

SalesProcessGates

Internal&ExternalContent

BANT/ANUM/MEDDIC

Inbound/Outbound

WYWYN

PreDiscovery

PostMeetingFollowupSummary

NoShow

Confirmation of requirements

Sequence of Events

Initialpricingdiscussion

Negotiation summary

IntroemailtoAM/CSM

Sales Pitch Deck

Demo Materials

eBooks

Infographics/videos/blog

AnalystReports

ROI calculator

Product Data Sheet

Action Plan

Pricing Sheet

Proposal

RFP

Onboarding/ImplementationPlan

WelcomeKit

Objections, Competitive, Deal Plays/ Strategy, Product Marketing, Case Studies, Industry Specific News, Field Events

© Copyright 2017 The Sales Management Association. All rights reserved.

Building the Sales Playbook

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Prospecting Qualification Needsanalysis

Proposal Negotiation Won/Customer

Whatdoesthecustomerneedtomoveforward?

Whatresourcesdoyouneedtosatisfythecustomer?

Whatdoyouneedtoaccomplish?(stagegate)

WherecanIaddvalue?

Whoneedstobeinvolved?

Whatprocessstepsneedtobecompleted?

© Copyright 2017 The Sales Management Association. All rights reserved.

Creating Your Digital Sales Playbook

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❑Establishteamofcollaboratorsresponsibleforcraftingsalesmessagingandcontent

❑Proactivelyharvestandpackagecontent/messagingfromtopperformers.

Prep Map Craft Execute❑IdentifyInternalStakeholders&WhichAudiencesYouSupport

❑AssessYourSalesPlaybook,Process,Methodology,Messaging&Content

❑Recommendmessaging/contentforeverystageofthesalesprocessembedded&actionableindailyworkflow.

❑Measure

❑Map&Organizeintothedigitalplaybookframework

© Copyright 2017 The Sales Management Association. All rights reserved.

Top 3 Pieces of Messaging

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• Reinforcing value proposition (follow-ups)

• Competitive messaging

• Driving to the next stage in the opportunity

• Bonus: Negotiation

© Copyright 2017 The Sales Management Association. All rights reserved.

Top 3 Marketing Assets

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• E-Books that highlight the key challenge your customer faces

• Case Studies that articulate social proof and customer success

• Independently written articles that validate your solution

© Copyright 2017 The Sales Management Association. All rights reserved.

Top 3 Campaigns

14

• Meeting no show

• Inbound Lead Follow-Up

• Post-Sale Nurturing for Upsells

© Copyright 2017 The Sales Management Association. All rights reserved.

Sales Enablement with Highspot

15

Sales Content Highspot Sales Team Customer

RSS

WWW

Web Pages/RSS Feeds

Local Files

Content Management SystemsPitches

Notifications

Case Studies

ProductMarketing

PitchBooks

Playbooks

© Copyright 2017 The Sales Management Association. All rights reserved.

Sales Workflow with ToutApp

16

© Copyright 2017 The Sales Management Association. All rights reserved. 17

© Copyright 2017 The Sales Management Association. All rights reserved.

How Does Training Become More Nimble?

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How can we make marketing more accountable for creating effective content?

© Copyright 2017 The Sales Management Association. All rights reserved.

How Does Training Become More Nimble?

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How do you know if content is effective and that it remains effective, and how are firms figuring this out?

© Copyright 2017 The Sales Management Association. All rights reserved.

How Does Training Become More Nimble?

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Do you need to manually link content to sales process steps?

© Copyright 2017 The Sales Management Association. All rights reserved.

How Does Training Become More Nimble?

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Are these decisions hard-wired or flexible? Do you recommend giving sales people the flexibility to change the plays in the playbook? If so, how and when do you do this? What’s scripted and what is improvised?

© Copyright 2017 The Sales Management Association. All rights reserved.

Thank You

ThankYou