Sales Force Productivity Conference ● 15-17 October 2018 ● Ritz-Carlton, Atlanta ● © 2018 The Sales Management Association. All rights reserved.

Building a Sustainable Sales Enablement Strategy

Presented by :

JOHN CALCIO, Qstream

2Sales Force Productivity Conference© Copyright 2018 The Sales Management Association. All rights reserved.

OUR PRESENTER

JOHN CALCIO

Vice President of Sales

Qstream

Building a Sustainable Sales Enablement Strategy with

Microlearning

John CalcioVice President of Sales, Qstream

17 October, 2018

Today’s Discussion

4

• The theory…research shows sales enablement is

inefficient

• The pitfalls…what to look out for and avoid

• The solution…sustainable sales enablement & learning

• The proof…linking microlearning to sales outcomes

5

Join the Conversation

#salesproficiency

#salesenablement

#salestraining

@Qstream

The Theory

6

Research shows

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28 %

33%54%

Improvement in quota attainment when there is a defined sales enablement charter

Agreed they achieved sales enablement objectives

Set sales enablement priorities on ad hoc or informal basis

Source: CSO Insights, Sales Management Association

11months

For new reps to be up to speed and 24 months to be truly successful

38%

Consider sales onboarding to be effective

YET

Common Sales Enablement PitfallsBest Practice Microlearning

Getting Sucked into the Quick-Win Vortex

Agreeing to Metrics You Can’t Prove

Failing to Lead Cross-Functional Teams

Winging It

The Solution

13

Guiding principles to modern learning….based on the latest brain science research

Break training content into bite-sized, scenario

based challenges

Use a proven methodology to

improve knowledge, advance skills and change on-the-job

behavior

Keep people engaged with game

mechanics, peer socialization and

personalized coaching

Use proficiency as a measure for ROI and identify gaps to inform further training initiatives

Reduce training costs and reduce

training time

MAKE ITEASY

MAKE IT STICK

MAKE IT ENGAGING

MAKE IT MOBILE

MAKE IT MEASURABLE

- Just Minutes a Day -

Make It Easy

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Notify View result Explain RankAnswer scenario

Make it stickMaking People Better At What They Do

Situations that are context rich

Action based decision-making

Answers are context rich

Helps to reveal thinking

All options are fully explained AND REPEAT….

- JUST MINUTES A DAY -

Make It Mobile

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Notify Record response Submit Manager reviewRead scenario

- PRECISION LEARNING AND COACHING -

Make It Engaging

Socialize your program

- PROFICIENCY HEATMAP -

Make It Measurable

PacificSouthWest

WestCentral

SouthEast FL/ PR

GreatLakes

MidAtlantic NY/NJ

NewEngland Canada Average

Initial LevelUnderstanding the Customer 33% 0% 45% 25% 38% 33% 57% 50% 75% 80% 44%Purchasing Trends 60% 50% 62% 75% 33% 60% 68% 60% 50% 80% 62%Transaction Data 33% 50% 82% 50% 38% 67% 69% 79% 50% 80% 65%Locational Analysis 67% 100% 45% 50% 50% 61% 86% 71% 100% 80% 69%Target Market Analysis 50% 75% 64% 42% 63% 97% 64% 67% 100% 100% 73%Decision Making 67% 75% 36% 91% 100% 76% 68% 93% 100% 80% 76%Performance Dashboard 33% 50% 36% 92% 100% 82% 74% 87% 75% 80% 76%Maximizing Profitability 50% 75% 73% 67% 88% 82% 89% 93% 100% 100% 83%Transaction Reporting 67% 75% 100% 92% 88% 85% 86% 93% 100% 100% 88%Revenue Opportunities 75% 75% 100% 100% 89% 85% 97% 93% 100% 80% 92%Average 54% 63% 64% 68% 68% 73% 76% 79% 85% 86% 73%

Initial Proficiency

PacificSouthWest

WestCentral

SouthEast FL/ PR

GreatLakes

MidAtlantic NY/NJ

NewEngland Canada Average

Current LevelUnderstanding the Customer 67% 75% 82% 75% 88% 73% 86% 86% 100% 80% 81%Purchasing Trends 80% 100% 85% 92% 78% 89% 95% 87% 100% 100% 90%Transaction Data 67% 50% 100% 92% 75% 88% 94% 100% 100% 80% 90%Locational Analysis 100% 100% 91% 92% 75% 76% 97% 93% 100% 100% 89%Target Market Analysis 50% 100% 91% 100% 75% 100% 86% 80% 100% 100% 90%Decision Making 100% 75% 82% 100% 100% 94% 94% 93% 100% 80% 93%Performance Dashboard 100% 75% 73% 100% 100% 88% 89% 93% 100% 80% 89%Maximizing Profitability 50% 100% 91% 92% 88% 94% 97% 93% 100% 100% 93%Transaction Reporting 100% 100% 100% 92% 100% 94% 100% 100% 100% 100% 98%Revenue Opportunities 100% 75% 100% 100% 100% 97% 100% 100% 100% 100% 99%Average 80% 85% 89% 93% 88% 89% 94% 92% 100% 92% 91%

Current Proficiency

The Proof

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• Drives job performance

• Gives feedback

• Guides coaching

• Streamlines training

•Measures training

Measurable improvement in job proficiency

Source: Qstream customer results

Qstream ParticipantsBaseline Level 63%

Qstream ParticipantsBaseline Level 83%

End of SummitBaseline Level Unknown

Assume 100%

Lightning Round for Control Group

Baseline Level 52%

40

50

60

70

80

90

100

3/7/2014 3/14/2014 3/21/2014 3/28/2014 4/4/2014 4/11/2014 4/18/2014 4/25/2014 5/2/2014 5/9/2014

Participants of The Diabetes Universi ty Challenge Control (DS4)Control GroupQstream Participants

Qstream customer proficiency results

Market Share and Profitability

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3% 12%30%

Quota Attainment Gross Profit Reduced Turnover

CUSTOMER STORY

Increased Deal Value

24

CUSTOMER STORY

31

50

62

Low Medium High

ASP

Abov

e Co

untr

y Av

erag

e (%

)

Qstream Proficiency

Qstream Proficiency vs.Average Selling Price (ASP)

Sales reps with high Qstream

proficiency scores have twice the Average Selling Price (ASP)

than those with low Qstream proficiency scores.

Time to take action

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5 Techniques To Improve Sales Proficiency

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Structure sales learning as an

integrated microlearning

program

Adopt an instructional design

methodology for developing sales learning content

It’s a challenge, not a test – socialize it! Get sales managers

involved. Create engagement.

Perform a sales proficiency gap assessment for

insights that guide future sales

programs and precision coaching

Present as sales scenario-based Q&A challenges, repeatedly until

mastered

CHANGE BEHAVIOR TO ACHIEVE SALES GOALS

Hot off the press!

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Common Sales Enablement Pitfalls: 4 Mistakes to Avoid

Don’t forget to drop by the Qstream standto pick up a copy of our new eBook

Questions?

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Q & A PLEASE BE SURE TO SPEAK INTO THE MICROPHONE. WE’RE RECORDING!

© Copyright 2018 The Sales Management Association. All rights reserved.29

JOHN CALCIO

Vice President of Sales

Qstream

jcalcio@qstream.combit.ly/2OfQHxO