The future of sales: The best buyer - B2B...
Transcript of The future of sales: The best buyer - B2B...
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The future of sales: The best buyer experience wins
Louis JonckheereCo-Founder & Chief Product officer
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The Sales and Marketing Success Platform
Bridging the gap between sales and marketing. Enabling sellers to deliver a better buying experience
MARKETINGSALES
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Improve marketing impact in the sales channel and increase sales productivity
BUYER
Marketing effectiveness
Salesexcellence
Analytics Insights
MARKETING SALES
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Welcome to the experience age
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Companies stage experiences whenever they engage customers in a personal, memorable way
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89% of consumers make buying decisions based on experience, ahead of price and product
6 years ago that number was 12%Source: Forrester 2017
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Convenience
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Exceptional value
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Winners of today, and tomorrow
For reference: this is slide 18
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90% of B2B companies expect customer experience to be the next battleground
Gartner 2017
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Meet the traditional salesperson
70% of buyers don’t feel a sales rep adds value*Accenture, 2017
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Meet the traditional salesperson
Bad experience!
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B2B marketing & sales has evolved
MAD MEN ERA1960-2000
Generate brand Raise awareness
Success: commercial views & billboard
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B2B marketing & sales has evolved
MAD MEN ERA1960-2000
LEAD-GEN ERA2001-2016
Generate brand Raise awareness
Success: commercial views & billboard
Generate leadsSuccess: lead volume/quality caused Sales &
Marketing divide
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B2B marketing & sales has evolved
MAD MEN ERA1960-2000
LEAD-GEN ERA2001-2016
EXPERIENCE ERA 2017-…
Generate brand Raise awareness
Success: commercial views & billboard
Generate leadsSuccess: lead volume/quality caused Sales &
Marketing divide
Generate growthSuccess: Growth % + LTVBrings Sales & Marketing
back together
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It is not about how you want to sell
Empowering sales and marketing to sell the way buyers want to buy.
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CustomerValue
Customer centricity
CustomerExperience
Customer Centricity
CustomerLifecycle
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Convenience is the new loyalty
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Do you still need salespeople?
Com
plex
ity o
f offe
ring
Complexity of decision makingSimple Complex
Complex
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Let’s start with the order takers
Com
plex
ity o
f offe
ring
Complexity of decision makingSimple Complex
Complex
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Order takers will be replaced by automation
Com
plex
ity o
f offe
ring
Complexity of decision makingSimple Complex
Complex
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Because it’s more convenient to talk with a chatbot
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The death of the traditional salesman
Com
plex
ity o
f offe
ring
Complexity of decision makingSimple Complex
Complex
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Long live the Salesman!
Explainers Consultants
Navigators
Com
plex
ity o
f offe
ring
Complexity of decision makingSimple Complex
Complex
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The death of the traditional salesman
Explainers Consultants
Navigators
Com
plex
ity o
f offe
ring
Complexity of decision makingSimple Complex
Complex
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Sales reps are not successful anymore
For reference: this is slide 18
Delivering a better B2B experience
20172016 20182010 2011 2012 2013 2014 2015 2019
% o
f re
ps
ach
ievi
ng
qu
ota
#1 Inability to articulate value#1 Poor value communications71% reps don’t have the knowledge
58.1%63.0%
58.2%
54.6%
$43.9B$23.9B in CRM
$20B in Sales Training
50.8%
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What makes a B2B buying experience great?
For reference: this is slide 18
Delivering a better B2B experience
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Having sales reps that are smart and informed(71% of sales does not have enough knowledge to convince a buyer) -> Replace by CEB quote
Sales reps that can engage conveniently with the modern buyer(Add CEB quote)
What makes a B2B buying experience great?
Delivering a better B2B experience
Sales
Having smart, informed sales reps
70% of the sales reps don’t add value in the sales process
Accenture, 2017
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What makes a B2B buying experience great?
For reference: this is slide 18
Delivering a better B2B experience
BuyersSales
Having smart, informed sales reps
70% of the sales reps don’t add value in the sales process
Accenture, 2017
Capable of engaging with the modern buyer
79% of buyers are overwhelmed by the
buying process CEB, 2016
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It’s all about the conversation
• Standard conversation• Feature-driven• Product • Price• Rep-focused
• Personalized conversation• Value-driven• Insights• Consultative• Buyer-focused
The old sales conversation The new sales conversation
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4 pillars that will change sales forever
Sales & Marketing content
Sales Communications Data intelligence
Artificial intelligence
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Artificial intelligence to augment the sales rep
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Content
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29%Of the Marketing budget
goes to content creations
70%of content is never used
Nobody uses marketing content
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This is why..
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Organize your content around sales conversations
● Organize and distribute content based on sales conversations
● Implement personas, product types, solutions, languages ...
● Allow marketing to stay in control
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And go beyond the powerpointHow 99% of sellers engage with the buyer today: PPT
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Why does PPT s*ck for sales conversations?
It only serves as a crutch If you give PowerPoints to your sales teams, they will read slides – and not learn the pitch. They will talk at the customers, not converse with them.
It is linear The customer does not think like you. And did we mention the buying team?
It sets an agendaIn today’s sales meetings, do we really follow agendas?
Too easy to customize Can destroy your narrative / message
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Deliver guided selling solutions for your reps
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Deliver content in smart visual selling experiences
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And let the content find the sales rep
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Sales Engagement
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Field sales - Augmented realityDelivering presentations
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Field sales/service - Augmented reality
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Field sales/service - Augmented reality
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Inside sales - Live Transcription & recommendations
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Data intelligence
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Understand how content is used by sales
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Understand what reps are saying
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Understand how customers are engaging
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Connecting all the dots will lead to..
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Artificial intelligence
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What does a sales rep do?
Selling time
Management
Meetings
Research
Other
Source: Accenture
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Automation for increased productivity
Selling time
Management
Meetings
Research
Other
Source: Accenture
What Machines will take over
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Focusing on the right leads: Conversica
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Automated scheduling: X.ai
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Increase the effectiveness of your selling time
Selling time
Management
Meetings
Research
Other
Source: Accenture
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Understanding your conversation partner: Cogito
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Knowledge / content recommendations - Showpad
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And what about the Sales rep?THE HUMAN INTERFACE
EMOTION
Empathy Creativity
Passion
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Empathy
Computers personalize,
humans make it personal.
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Passion
Computers deliver,
humans over-deliver.
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Creativity
Computers predict,
humans surprise.
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Thanks!
Louis JonckheereCo-Founder & Chief Product officer