The Secret to Building Successful Digital Sales Programs in 2022 and Beyond

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Expert Insights. Personalized For you.
Find the slides here: www.bit.ly/salesprocentral
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Jordi Gili
International Speaker, Managing
Director at Execus, Professor Geneva
Business School
Rayvonne Carter
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Webinar Coordinator
The Secret to Building
Successful Digital Sales
Programs in 2022 and
Beyond
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Seismic is the global leader in enablement,
helping make sales teams better by
becoming more productive and engaging
with buyers in a compelling way. Seismic’s
platform provides continuous guidance to
improve behavior, content, and skills to win
more deals and deliver better experiences.
More than 2,000 organizations including IBM
and American Express have made Seismic
their enablement platform of choice. Seismic
integrates with business-critical platforms
including Microsoft, Salesforce, Google and
Adobe. Seismic is headquartered in San
Diego, with offices across North America,
Europe, and Australia.
Sponsored by:

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The Secret to Building
Successful Digital Sales
Programs in 2022 and
Beyond
Jordi Gili
International Speaker,
Managing Director at
Execus, Professor Geneva
Business School

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A few ice breaker facts…
● Best in class Digital Sales programs achieve 3.51% contact to
opportunity ratios
● I am from Barcelona, Spain
● One key element of successful programs is Account-Based
Sales strategy

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• Professional • Academic
About Jordi Gili
Who we are

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About execus
Who we are
Switzerland
Professional
Services
Spain Italy
An international group, consolidated in 14 countries in Europe, with specific expertise that
we integrate to respond to the digital transformation desires of our clients
SaaS Sales Enablement
Social Selling
Training
Consulting
Social selling
Training
Consulting
Digital Business Solutions
Web marketing
web & Mobile app
development
Training
Consulting

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Agenda
● Understanding ABM, ABS and Social Selling
● Key Learnings up to 2022
● The Secrets to building a Successful Digital Sales Program in
2022 and beyond

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… but before that …
a little experiment
● Please navigate to
www.bit.ly/salesprocentral
● You will be able to download this presentation

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Agenda
2022 and beyond

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I. From Account-Based Marketing …
* graph credit: RedBranchMedia

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I. From Account-Based Marketing …

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… to Account-Based Sales
Key Account List
Key Individual List
Engagement Playbook
Nurturing Playbook

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II. From individual Social Selling …
* Image credit: job monkey
• Enthusiastic
• Serendipity
• Trial-Error method
• No Corporate “control”
over brand

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… to Corporate Digital Selling programmes
* Image credit lightico
• Structured approach
• Science
• Training
• Visibility / Predictability

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Team Organization

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Sales Processes

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Technology and Systems

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Agenda
2022 and beyond

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I. Wrong ABS Focus
Typical Book of clients / Targets
A
B
C
• Key Accounts: 15% of Accounts bring in 70% of
revenue
• ABS everywhere does not work
• Automation everywhere does not work either
• 20% connection requests with automation (*)
(*) Source: CES Global Survey 2022

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II. TRUST does not scale
• Humans detect automated messages
• Different language used at different
relationship levels
• 70% progress rate with personalized
messages (*)

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III. Pushing prospects is not the answer
• Respect their buying journey
• Be patient
• Your urgency is not theirs
• Build “nurturing” Playbooks

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IV. Micro-segment = Micro-value proposition
• Stop the one-size-fits-all approach
• We see jumps from 20% to 60%
contact to conversations (*) when
truly tailored messages

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V. Customer Engagement Success rates

Customer
Engagement
Success
Global Study 2022
Prof. Jordi Gili
Geneva Business School
February 2022

Customer Engagement Global Study 2022
Prof. Jordi Gili
Study Data:
Dataset of 219.692 records of Linkedin contact attempts, traced to opportunities
Period: Jan 2021 – Dec 2021
Regions covered: EMEA, USA, LATAM
Industries covered: Technology, Retail, Insurance, Services, Industrial
Target roles covered: IT, Operations, Business Leaders, Marketing
Data Source: Execus, from own customer projects
Any questions on the study? Need clarification or more details?
Please contact
jgili@gbsge.com

Customer Engagement Global Study 2022
Executive Summary
●Dataset and methodology
- 219.692 Linkedin contacts attempts were analyzed
- Every contact attempt was traced for the whole target customer interaction cycle with the
objective to understand how many contact attempts turned into opportunities
- Progress of every contact was tracked into 4 sales process stages: Contact accepted,
conversation, pitch, opportunities
Download the complete study here: www.bit.ly/CESGlobalStudy

Global Average
Customer Engagement
Success
The study of the data showed the
different percentages of success in the
advancement to the following phase in
the relationship form an initial contact.
The average Successful Contact rate is
29.44%, the average conversation rate is
10.80%, the average “pitch” rate is
4.99% and finally the average contact to
opportunity ratio is 1.43%.
In the figure we can also see success
rates for Best practices and worst
practices
Fig. 1. Best, Average and Worst success rates of advancement in global
customer engagement practices on Linkedin. n=219.692. Source: Execus

Customer Engagement
Success per Region
The study of the data per geographic
region showed different success rates in
advancement to the following phase in
the relationship form an initial contact.
The average contact to opportunity ratio
is best in Europe with 2.14%, Latin
America comes second with 1.17% and
USA comes third with just 0.83%
Fig. 3. Relationship advancement success rates on Linkedin per Region.
n=219.692. Source: Execus

Customer Engagement
Success per Industry
The study of the data per industry shows
some relevant results. The industrial
(machinery, chemical, …) sector is more
open to enter deal conversations
(2.36%) than Technology (2.07%). The
services sector comes third in this study
with 1.77% and Retail would be the one
with the least probability of success with
0.87%.
Sectors that seem to be less active on
Linkedin have the best connection rate
with 41.28%
Fig. 4. Success rates of advancement in customer engagement practices per
Industry. n=219.692. Source: Execus

Customer Engagement
Success per Role
The study of the data per Target role
showed interesting results. Overall,
Business support roles offer better
success rates than Business roles. In
particular, Technology roles accept sales
discussions in 2.53% of instances.
Operations roles accept 2.36% of times.
On the other hand Business leaders
(CEOs, owners) only enter sales
conversations 0.73% of times and
Marketing roles only present 0.47% of
contact to Opportunity rates.
Fig. 5. Relationship advancement success rates on Linkedin per Target Role.
n=219.692. Source: Execus

To download this study please go to
https://bit.ly/CESGlobalStudy
Image/Video

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Agenda
● The Secrets to building a Successful Digital Sales
Program in 2022 and beyond

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Do not stick to traditional SDR + AE + CS + RM
Sophisticate with:
Researchers
Inbound SDRs, Outbound SDRs
Playbook Specialists
Or even try the whole end-to-end approach
I. Find Sales Teams Organization that works for you
I. Find Sales Teams Organization that works for you

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● TRUST is the Single most important element in sales
● No Corporate pre-canned messages!
● We believe in People, not companies!
● Become a reference
II. Trust and Thought leadership

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The brightest light

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• Allow for room to expand their influence
• x6 more effective than Ads
• # employees x #connections = #audience
• Side-effects: Brand, Recruiting
III. Elevate your SDRs

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Brand Ambassador

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● Capture Intent
● LinkedIn Continues to be the best B2B tool
● SmartLinks
● Customer Engagment reports
● No forms!
IV. Track Target Activity

‣ Creation of a landing page
with LinkedIn's smartlinks
‣ Implementation of assets
‣ NO FORM
Create a Landing Page
I

Track Target Activity
II
‣ Identification of Leads
WITHOUT A FORM
‣ MQL: Pre-filtered Quality
Leads
‣ Sent directly to our Sales
Teams

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Results of our little experiment

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Sales organization (task oriented, hand
over, multiple teams)
+
Employee Advocacy (ABM repository)
+
Otubound tech = Calling + Emailing +
LinkedIn Sales Navigator + ...
V. Sales Tech Stack

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VI. Invest in your Playbooks
• Marketing needs to provide One2One content (ABS
content)
• Not mass-production
• Who should write the content? – Playbook Specialists

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VII. Evolve your Multichannel Outbound
• Customers may be reached by more tan one channel
• Try more than one
• Stick to the one that Works for your client

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VIII. Refine your practice
(*) Source: Linkedin

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Analysis of a closed won on CRM

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Analysis of a closed won on CRM

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Executive Summary

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Thank you!
5 Key learnings up to 20202
8 key ideas for 2022+

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Jordi Gili Rayvonne Carter
Webinar Coordinator, Sales Pro Central
/in/jordigili/
execus.com
@Jordi_Gili
/in/rayvonnecarter/
salesprocentral.com
@salesprocentral
Q&A
International Speaker, Managing Director at
Execus, Professor Geneva Business School

The Secret to Building Successful Digital Sales Programs in 2022 and Beyond

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