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The Sales 2.0 Maturity Model:
How do you measure up?
Eryc Branham
CEO, Cogar Branham LLC
@erycbranham
#S20c #reinventingSFA
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

2. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

3. bit.ly/yDLG3I
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

4. A Sales Maturity Model is useful for
determining where to invest
precious time and energy in order to
improve sales productivity...
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

5. …but Sales 2.0 brings new sales
capabilities that need to be added
to the Maturity Model - in the right
place and prioritized.
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

6. What does the average “Collaborative
Seller” look like today?
Medium-high level of CRM adoption (3-5 years)
Little previous experience with Sales 2.0 tools
© 2012 Cogar Branham LLC. All Rights Reserved
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

7. Existing Maturity Model
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

8. Example
Salesforce.com’s Customers for Life
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

9. bit.ly/hVenpA
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

10. onforb.es/GRxTfM
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

11. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

12. SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

13. MESSAGING
5 Customer
Communities
4 Customer forums
(FAQ)
3 1:1 Marketing
(Personalization)
2 Mass Email
(Campaigns)
1 Newsletter
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

14. SALES TOOLS
5 Social networks
4 Market intelligence
3 CRM / SFA
2 Contact database
1 Email
Phone
Meeting
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

15. INTERNAL
COLLABORATION
5 “Whole company as
sales team”
4 Internal sales
groups
3 Internal portal
(searchable)
2 Product collateral
repository
1 Email
Phone
Meeting
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

16. LEADING SALES
INDICATORS
5 Lifetime Customer
Value
4 Revenue leakage
3 Win-Loss %
2 Cost of Sales
1 % of Quota
Rev per HC
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

17. SALES CHANNELS
5 Social networks
4 Services
ecosystem
3 Indirect Channels
(VAR, Reseller)
2 Inside Sales
eCommerce
1 Field Sales
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

18. SELLING SKILLS
5 Collaborative
selling
4 Advisory-based
selling
3 Solution Selling
Ecosystem
Management
2 Account Planning
1 Product Positioning
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

19. Messaging Sales Tools Internal Leading Sales Sales Sales Skills
Collaboration indicators Channels
5 Community Social Community Lifetime Value Social Collaborate
4 Forums Market Groups Revenue Services Advisor
3 Personal CRM Portal Win-Loss Indirect Ecosystem
2 Email Contacts Collateral Cost Inside Account
1 Newsletter Email Email Quota Field Product
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

20. Example
Large B2B2C
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

21. Messaging Sales Tools Internal Leading Sales Sales Sales Skills
Collaboration indicators Channels
5 Community Social Community Lifetime Value Social Collaborate
4 Forums Market Groups Revenue Services Advisor
3 Personal CRM Portal Win-Loss Indirect Ecosystem
2 Email Contacts Collateral Cost Inside Account
1 Newsletter Email Email Quota Field Product
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

22. Messaging Sales Tools Internal Leading Sales Sales Sales Skills
Collaboration indicators Channels
5 Community Social Community Lifetime Value Social Collaborate
4 Forums Market Groups Revenue Services Advisor
3 Personal CRM Portal Win-Loss Indirect Ecosystem
2 Email Contacts Collateral Cost Inside Account
1 Newsletter Email Email Quota Field Product
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

23. A Sales Maturity Model is useful for
determining where to invest
precious time and energy in order to
improve sales productivity...
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

24. …but Sales 2.0 brings new sales
capabilities that need to be added
to the Maturity Model - in the right
place and prioritized.
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012

25. Resources
www.CogarBranham.com Sales Ops Council (SOC)
SALES 2.0 CONFERENCE • @Sales20Conf / #S20c • APRIL 2-3, 2012