SAVO  Sales  Enablement  Industry  Benchmark  Study  Chuck  Dulde  Sr.  Director  –  Customer  Value  September  20,  2012  

     

SALES  EFFECTIVENESS  CASE  STUDY  

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WHAT  JUST  HAPPENED?  

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PRODUCT  KNOWLEDGE  

MEMORABLE  DELIVERY  

ALIGNED  WITH  BUYER  

35%  ALIGNING  SALES  CONTENT  &  MESSAGE  TO  BUYER/PROCESS  

33%  DEVELOPING/DELIVERING  COMPETITIVE  INTELLIGENCE  

26%  AUTOMATING  THE  PREPARATION  OF  SELLING  MATERIALS  

6%  ENABLING  MOBILE  SELLERS  

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THE  BUYER  COMPLICATION  

85%  OF  COMPANIES  INVOLVE  3-­‐10  INDIVIDUALS  IN  BUYING  DECISION  

58-­‐70%  OF  BUYING  PROCESS  IS  COMPLETED  BEFORE  TALKING  TO  A  VENDOR  

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WHAT’S  AT-­‐RISK?  AS  BUYERS  ASSERT  MORE  CONTROL  IN  THE  SALES  PROCESS…  

SELLERS  LOSE  EFFECTIVENESS  

VALUE  RELEVANCE  

CONTROL  7  

WHAT’S  THE  IMPACT?  

SOURCE:    ABERDEEN  SALES  EFFECTIVENESS  RESEARCH  (JAN  2012)  

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83%  Reps  Achieving  Quota  

Leaders   Laggards  

22%  

23%  Revenue  Growth  

6%  

9.7%  Average  Deal  Size  

(0.5)%  

(1.4%)  Average  Sales  Cycle  

7%  

Buyer  Decision  

REFRAMING  THE  CHALLENGE  

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Profitable  Growth  Inidadves  

Corporate  Execudon  =  Sales  Execudon  

Sales  Execudon  

LEVERS  OF  SALES  EFFECTIVENESS  

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Learning  Systems  

CRM  

Sales  Modon  Competency  Development  

Sales  Measurement  

Sales  Execudon  

THE  SAVO  MATURITY  MODEL  

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Sales  Enablement  Program  

Management  

M&A  New  

Product  Launch  

CRM  

Knowledge  Management  

Messaging  

Sales  Process  

Social  Collaboradon  

Compeddve  Intelligence  

Asset  Management  

Workforce  Management  

GTM  Strategy  

Competency  Development  

Sales  Measurement  

Sales  Execudon  

REVENUE  &  COST-­‐OUT  INITIATIVES  

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Seller  Effecdveness  

•  Seller  Effecdveness  •  Seller  Producdvity/Efficiency  •  New  Product  Launch  •  Mergers  &  Acquisidons  •  Channel/Partner  Contribudon  •  New  Markets  •  New  Geos  •  Exisdng  Market  Penetradon  •  Exisdng  Account  Penetradon  •  Recurring  Revenue  Retendon  •  Markedng  &  IT  Expense  Opdmizadon  

SALES  EFFECTIVENESS  HEATMAP  

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Avg  Score3.43.33.13.03.03.02.9

1.21.21.21.11.01.01.0

§  Sellers are engaging SMEs for customer conversations §  Company’s brand is maintained across sales content §  Demos & samples are available for customer evaluation §  Content sellers use is generally accurate §  Sellers systematically identify competitors for each oppty §  Sellers not able to access sales assets when mobile §  Lack a process to capture competitive learnings §  There are few incentives for sellers to share knowledge §  Preparing selling materials is manual & inefficient §  Sales content/message not aligned to buyer/process

SALES  EFFECTIVENESS  COMPETENCIES…  

…  AND  CHALLENGES  

63%  OF  COMPANIES  ARE  LAGGARDS  IN  DELIVERING  SALES  MATERIALS  &  

MESSAGING  TO  SELLERS  BASED  ON  THEIR  SELLING  SITUATION  

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43%  OF  COMPANIES  ARE  LAGGARDS  

SALES  MANAGERS  CANNOT    VERIFY  A  SELLERS  SITUATIONAL  FLUENCY  

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ARE  YOU  MAKING  PEANUT  BUTTER  SANDWICHES?  

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MARKETERS  • MESSAGE  CREATION  SKILLS  

•  CREATIVE  SHIFT  TO    SALES  MOTION  

•  OWNS  GO-­‐TO-­‐CUSTOMER  COVERAGE  MODEL  

SALES  LEADERS  • MESSAGING  INSPECTION  &  COACHING  

•  SALES  MOTION  ANALYTICS  

•  RESOURCE  FACILITATOR  

SELLERS  • MESSAGING  DELIVERY  SKILLS  •  SALES  MOTION  DISCOVERY  &  EXECUTION  •  RESOURCE  MANAGER  

Quesdons  

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SAVO  CONFIDENTIAL  ©  2012  

Thank  You!  

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SAVO  CONFIDENTIAL  ©  2012