I Had No Idea We Had That!Align Sales and Marketing With Sales Enablement
Tracy Eiler, CMO - @tracyleilerJoe Andrews, VP Product Marketing - @andrewsjoe
SiriusDecisions Summit, 2017
Who Am I? Storyteller, demand generator…
Marketing exists to make sales easier
Topics
• Sales has changed forever • The rise of sales enablement • Solving the content challenge
The Rise of the Consultative Seller
of sales reps don’t make quota!
43% Source: CSO Insights, 2016
Sales Enablement is the Bridge
• Born out of sales training and product marketing • Evolving – only 6 years old • Bridges GTM strategy and execution • The hub between sales and rest of company • Requires diverse skills – business acumen,
product details, solutions messaging • End goal: increase sales efficiency and
effectiveness
Transformation is Required
Source: Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness by Steven Wright, Forrester, March 21, 2016
20% of a sales reps time is spent on
account and content research!
Source: CSO Insights 2016
The Content Pain� Conflict
Overall content strategy
Using multiple channels
Hard to get sales attention
Traditional ways don’t keep up
Don’t know what’s working
Just-in-time needs
Can’t find anything
Don’t know how to use it
Not in context of the opportunity
Constantly asking for more
The Good News
Content is in Our Control
HowWeSolvedOurContentChallenge:EnterHighspot
Who am I? Story teller, product marketer
Our Journey • Identified our mess • Selection process • Implementation • Results • Key learnings
Identified Our Mess
PODCAST VIDE
O
INFOGRAPHIC
BLOG
WHITEPAPER
ANALYST REPORTS
WEBSITE
DATA SHEET
TEMPLATES
FIRST CALL DECKS
DEMO
SOCIAL
EBOOK
WEBINAR
ROI
RFP
PRICING PROPOSAL
SALES PROCESS SOLUTION
GUIDE
BATTLE CARD
HowContentLookstoSales
Chatter & Box “poor man’s solution” Sales “can’t find anything” Constant requests for more Everyone is an author No version control Material and “how to use it” not tied together No visibility into what is used and when
IdentifiedOur Mess
Our Journey : Selection Process
• Research • Evaluation criteria • Short list • References • Finalize & establish plan of action
Research
SiriusDecisions Sales Asset Management 2016
Evaluation Criteria
Primary Need: Go beyond
content storage
Other High Level Requirements Marketing exists to make sales easier
• Content • Think through customer-facing vs internal use • Consider the entire customer journey
• Persona • All market-facing employees (not just sales, include CSMs and SDRs) • New hires as well as tenured reps
• Technology • Work within CRM • Use of modern techniques (tiles, ratings, etc.)
The New Funnel
Consider All Audiences
Vendor Landscape: Sales Enablement Automation Solutions - A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness. by Steven Wright, Forrester, March 21, 2016
Marketing
Sales Enablement
Operations
Training / Learning
Customer Success
Sales Leaders
Short List
Source: InsideView
References
Hi, This is Tracy Hi, This is Joe
Action Plan
Our Journey : 30 Day Implementation
• Model and timeline • Content inventory & audit • Content mapping • Targeting to sales stages in CRM • Pre-launch training • Launch • Continuous training
Sales Enablement Model
Sales Content Highspot Sales Team Customer
RSS WWW
Web Pages/RSS Feeds
Local Files
File Storage Systems
Pitches
Notifications
Case Studie
s Product Marketin
g
Pitch Books
Company Spots
Pitching
Timeline 2016
April 18-22 • Implement targeting in CRM • Advisor group review • Optional field validation
exercise April 25-29 : finalize & test
May 2-6 : Launch & Training!
April 4-8 • Coordinate integration
with IT/SFDC • Establish Google Drive/
file structure • Content review
April 11-15 • Implement – add
content, train publishers, integrate systems
• Checkpoint – InsideView & Highspot
Feb-March : Content Audit End of March : Contract Signed
Content Inventory & Audit Start now
Content Mapping
Targeting to sales stages in CRM
Stage New
Pre-launch training
Make the Launch Fun
Continuous Training
Results
Quantitative Results
• Adoption (65%) in 2 weeks since launch
• Adoption (98.8%) EOQ
• Adoption measured by first use
Qualitative Results
• Behavioral change • Chatter now a communication tool • Google Drive now a collaboration
tool • Highspot top of mind as a content
tool • Pitching content for analytics • See value in features • Less content requests to Marketing • Feedback loop from sales for
continuous content improvement
“Excellent! I was able to access and take a look. This info is very helpful – I used it timely from Highspot to create a PPT deck for an opportunity we’re working in collaboration with XYZ to target on of their customers and it successfully got us a second meeting/demo next week. All Good!
- Platform Account Executive
Connecting the Dots : Feedback Loop
“I love the Tech Profiler Sales Guide. Are you planning on doing one of these for other products? Specifically I’d like to see one for Target and Enrich in that order.”
What Next?
• Content engagement • Pitch engagement • Coordinate ABM touches
Content Engagement (by segment/role)
Small Business AE/AM
Small Business SDR
Enterprise AE/AM Enterprise SDR Spot 1 Spot 2 Spot 3 Spot 4 Spot 5 Spot 6 Spot 7
Spot 1 Spot 2 Spot 3 Spot 4 Spot 5 Spot 6 Spot 7
Spot 3 Spot 1 Spot 2
Spot 1 Spot 3 Spot 2 Spot 4
Content Engagement (by rep)
All Content Pitched All Content Viewed/Downloaded Spot 1
Spot 2 Spot 3 Spot 4 Spot 5
Spot 6 Spot 2 Spot 1 Spot 4
Pitch Engagement SALES REP ACCOUNT CONTENT OPENED & VIEWED
BY PROSPECT/CUSTOMER
DOWNLOADED BY PROSPECT/CUSTOMER
Alex ACME X EBook Yes No
John ABC Y Whitepaper Yes No
Alex XYZ Z Infographic No No
Jim MNC X EBook + Y Whitepaper
Yes Yes
Alex TTT Y Whitepaper Yes No
Play 1 Play 2 Play 3 Play 4
Play 1 Play 2 Play 3 Play 4
Coordinate ABM Touches
Email Templates
Start your content audit now
Have one person responsible for the rollout
Key Learnings
Design a variety of training
Plan for expansion
Measure beyond engagement
Market success
Key Resources
Forrester Vendor Landscape: Sales Enablement Automation Solutions A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness, by Steven Wright March 21, 2016 SiriusDecisions Sales Asset Management 2016
Forrester : Simplifying The Seller’s Journey B2B Marketers Can Help Sellers Maximize Efficiency To Gain Effectiveness, by Steven Wright, April 15, 2016
Forrester Webinar : A Map To The Territory The Sales Enablement Automation Vendor Landscape, by Peter O’Neill, Steven Wright. Shanta Samlal-Fadelle, March 17, 2016
Definitive guide to sales enablement: https://www.highspot.com/sales-enablement/
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