November 12, 2013

Gamification: A Real Life Case Studyprepared for AA-ISP Dallas ConferenceNovember 12, 2013

Douglas Hannan, Business Unit ExecutiveInside Sales Marketing, IBM North America

@DouglasHannanUS

linkedin.com/in/DouglasHannan

@JBrowning

linkedin.com/in/jbrowning

Jeannette Browning. Digital StrategistInside Sales Marketing, IBM North America

ibm.com/myrep/dhannan ibm.co/jlbrowni

$17.6B net income

About

170 countries

434Kemployees

$104.5Brevenue

41%HardwareServices

Software 45%

14%

Inside Client Reps

Lead Development Sales

Inside Brand Specialists

Online Commerce Consultants

Inside sellers and the web provide end-to-end coverage

for our clients

IBM Inside Salescreates client value and drives growth

Digital contact tools are integrated into the B2B sales engagement model.

Digital Contact Tools

Text Chat

Video

Telephone

Email

Social Media

IBM Rep Page / Web Presence

Marketing Content

Rep Driven Content

Contact Module with Real-time collaboration

Over 1000 sellersuse these tools

Social Media and video embedded

Beginner Creator Collaborator Social Seller

Establish a web presence

Be findable Easy to reach Find new contacts

Create personal brand. Listen to the

conversation Send messages Understand

customer trends and how IBM can help solve problems

Multi-way Collaboration

Uses chat and video Adds value to

networks using microblogs, forums, and Social groups

Relevant leadership Clients contact you Constant mind-share Engaged earlier than

competition

Social Selling Transformation

Where we started: our strategy required a skills transformation

Our Challenge: Too many metrics, too many reports, too little time …

Governance & Policies

Identify Business Value

Phased Planning

Measurement

Management System

Highly motivated advocates, initial low level of adoption, focus on seeding communities of information, value returned in context for that lager user community

Data has gained critical mass and can now be used as an asset in other services for improving findability, integration with other sales systems

Broad Growth

Early Adopters

Mature

Communities

Wider deployment with growing rate of adoption and content, value returned immediately to adopters, and overall dataset growing in size and quality

IntegrationProgress Slowed

Adoption Curve

Our Solution: Gamify the Digital Metrics to Motivate Behavioral Change

What is Gamification?

Gamification is the use of game design techniques, game thinking and game mechanics to enhance non-game contexts.

• Typically gamification applies to non-game applications and processes, in order to encourage people to adopt them, or to influence how they are used.

• Gamification works by: making technology more engaging encouraging users to engage in desired behaviors showing a path to mastery and autonomy helping to solve problems and not being a distraction taking advantage of humans' psychological predisposition to engage in gaming

Noun; Gamification - gam(e) + -ification. Verb; gamify gerund: gamifying.

Skills enablement programsdrive sales behavioral changes

AmbassadorCouncil

We value

PEER to PEERLearning

We lead in

Sales &MarketingIntegration

InnovationTeam

LeaderBoard

We transformSales

Activities &Behaviors

EditorialCalendars

LinkedInSales Plus

SocialSeller

Showcase

IntelligentListening

RepPages

Gamification combines 10 reports into 1 number & makes it fun!

SMARTScore

22 Metrics into 1!

CRM

98

How does my SMART Score work? …Royalty

Rock Star

Super StarStar

Preferred

GoodBetter

67 Elements are

weighted for job role and incentives

Success stories most points

Point System: Value Demonstrated:eContact click-thru = 1 Touching key contacts on campaigns.

5 Rep Page Visits = 1 Promoting Rep Page effectively.

Text Chat = 1 Clients knowing they are accessible.

Social Network Referrer = 1 Social Messages are driving action.

Sales Widget updates = 1 Rep page content is fresh.

Logged Customer touches = 1 Talking to customers & logging into CRM.

Opportunity Identification = 1 Incorporates basic sales activity.

Won & Lost opportunities = 1 Incorporates basic deal activity.

Gamification ensures we are using Social Media to drive Sales Key Performance Indicators (KPIs)

Focus on impact to sales process, cycle, and revenue vs. just digital activity.

Sales KPIs: Identify key sales triggers that drive OITarget audience executes call to actionBreaking into accounts, new contactsEnhancing client experience Increasing reach to new buyersSocial Messages are driving actionProgressing opportunitiesClosing deals faster Increase win ratio

Social Selling Technique:1. Social Listening2. eContacts3. LinkedIn Network4. Rep Page Visits5. New Visitors6. Social Network Referrers7. Text chats8. ST Meetings9. ST Video Meetings

Benefits to Sellers: Simplify business metrics into a gamified system

Digital tool use ● Game Mechanics ● Expertise

Encourages trying new techniques

Drives social selling as a habit

Understanding impact to sales

Earn status relative to peers

Saves me time viewing reports

Set short term individual and team targets

Competitive Fun!

Rep Page helps to be ready when ever and where ever, the client needs you!

Kekoa KuhiaEnterprise Subscription and North America - West Region

Teamed effort …

THANK YOU!