How Sales Coaching Helps Maximize Revenue
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Transcript of How Sales Coaching Helps Maximize Revenue
Meet the Speakers
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Nancy Maluso
Research Director, Sirius Decisions
As the Research Director of Sales Enablement Strategies at Sirius
Decisions, Nancy Maluso has done extensive research on best
practices in driving sales productivity and sales enablement
strategies and has helped several companies identify the right
strategies for their needs and successfully deploy them.
Meet the Speakers
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Stephen Hallowell
VP Sales Enablement, MuleSoft
Stephen Hallowell is the VP of Sales Enablement and Operations
at MuleSoft. He has been highly influential in the progress of the
firm as his focus lies in accelerating the growth of the company
by optimizing the go-to-market effort across the sales, customer
success, services, and support teams.
Meet the Speakers
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Mohit Garg
CRO & Co-Founder, MindTickle
Mohit Garg is the CRO and Co-founder of MindTickle. Leading the
sales and marketing efforts for MindTickle, Mohit is responsible for
business development, sales, partner strategy, distribution and
marketing. He has worked with several high-growth technology
companies and helped them implement a culture of sales excellence.
Agenda for today
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• Coaching Drivers : Why Sales Coaching is imperative
• Attributes of successful coaching programs : How to achieve high performance
through coaching
• Coaching program in action : How MuleSoft uses coaching to maximize sales
performance
• Technological advantage : MindTickle’s coaching framework that will help you achieve
predictable revenue
Coaching DriversGaps in efficiency and effectiveness of sales reps along with unaccepted turnover drive the need for coaching.
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State of Coaching Today
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SiriusPerspective: High performing reps embrace coaching that has impact.
State
Attributes of a Great Coaching ProgramFour critical factors that must be present in the organization for a successful sales coaching program
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Mainstays Of A Great Coaching Program
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Successful sales coaching is not a singular process – it requires the right programmatic elements to be in place.
Basic Tenet: Coaching must be focused on the needs of the individual.
Best in class companies assess individuals against the defined competency map for their role and develop and coach reps on the gaps.
Actions
Coaching
Process/Tools
InsightsCulture
Mainstays Of A Great Coaching Program
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SiriusPerspective: Successful sales coaching is not a singular process – it requires the right programmatic elements to be in place.
Actions
Coaching
Process/Tools
InsightsCulture
Coaching is tied to career development
Culture
Coaching is present at every stage of the sales cycle
Coaching is not telling – it requires listening and self-discovery for all
Mainstays Of A Great Coaching Program
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Actions
Coaching
Process/Tools
InsightsCulture
SiriusPerspective: Successful sales coaching is not a singular process – it requires the right programmatic elements to be in place.
Insights
Clear connections must be established between actions and performance
Dashboard metrics need to reflect performance in relation to the team, role expectations and tenure
Regular observation cadence of actions needs to be in place
Mainstays Of A Great Coaching Program
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Actions
Coaching
Process/Tools
InsightsCulture
SiriusPerspective: Successful sales coaching is not a singular process – it requires the right programmatic elements to be in place.
Process/Tools
Counseling and coaching should be recorded and accessible to assess change over time
Leverage technology to deliver just-in-time coaching in a field environment
Manager/rep conversation cadence should be established to provide opportunities for coaching
Mainstays Of A Great Coaching Program
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Actions
Coaching
Process/Tools
InsightsCulture
SiriusPerspective: Successful sales coaching is not a singular process – it requires the right programmatic elements to be in place.
Actions
Patterns of similar actions should be incorporated into ongoing training
Actions are two-way – both rep and coach should make commitments
Follow-up actions should be sorted into immediate, medium-term and long-term goals
MuleSoft Overview
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Company Overview
• MuleSoft’s mission is to help organizations change and innovate faster by making it easy to connect the world’s applications, data and devices
• Founded in 2006, HQ: San Francisco
• 850+ employees worldwide
Business Momentum
• 1,000+ enterprise customers in over 60 countries
• Top 5 industries: Financial Services, Retail/CPG, Public Sector, Insurance and Healthcare
Global Footprint: Sales, Services, Support Notable Customers
Why This Matters: Help Our Teams Shift Behavior
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Tactical Engagement
Strategic Engagement
Typical Introductory
Discussion
Coaching enables this behavior change
Two Sides Of The Coin
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Accountability Coaching
Are you doing what’s important? How can I support you?
An Integrated Approach To Coaching
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Manager skills training
Manager benchmarking
Messaging certification
Integrate skills into review process
The Certification Program
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• Core team of sales & marketing (leaders + top ICs) developed the message
• Core team recorded themselves and certified a group of “black belts”
• Black belts certified the full team
• Enablement drove accountability and audited submissions
o Weekly update emails
o Full leadership support and visibility
What Worked?
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• Broad management support → solving a recognized need
• Held the performance bar high
• Strict accountability for completion (with great performance)
• Specific, well-defined exercise
Coaching Drives Success
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I’m so glad we you made us do this. I was
skeptical at first but now I am so much
more confident with my customers
Average ASP: New Customers
($000’s)
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A Purpose Built Platform that Powers End to End Sales Readiness
Trusted by the best sales teams:
Couchbase, AppDynamics, Nutanix, Cloudera, Fuze, MuleSoft, Forescout, Symantec, and more!
Key Areas In Sales Coaching As Seen By Our Customers
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Examples:● Articulating product value● Delivering the right elevator pitch● Perfecting the demo
Examples:● Prospecting● Navigating complex sales scenarios●Objection Handling
Examples:● Coaching ongoing deals● Coaching for deals lost● In situation coaching
Key Areas In Sales Coaching As Seen By Our Customers
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What technology can do
● Workflow management● Tracking and driving accountability● Automation to improve compliance● Reports and insights to
management
What sales management should do
● Invest their time● Create a learning and coaching
culture and cadence● Leverage subject matter experts
instead of managers every time
Key Steps In Sales Coaching
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2. Get commitment from stakeholders
● Get leadership buy-in● Gain commitments from
each member to invest time into coaching
● Define cadence
3. Prepare managers to coach effectively
● Don’t assume they know it● Enable managers with
coaching scenarios and automated cadence
● Measure what is working, what is not; adjust and iterate
1. Develop a coaching plan
● Define key competencies required for the rep
● Assess each reps mastery on each competency
● Create a coaching plan for the reps and managers
Key Takeaways
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• Have a structured coaching plan in place
• Get stakeholders’ buy-in to maximize the impact of your sales coaching program
• Use technology to streamline process and workflows
• Quantify the impact on sales metrics
Where to find more Sales Enablement Best Practices?
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To learn best practices from leading sales enablement teams checkout www.mindtickle.com
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