B2B Sales Enablement & The Customer Journey
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This document summarizes a presentation about creating an effective sales enablement program using the customer journey framework. It discusses how personal sales interactions are still critical despite modern marketing approaches. The customer journey model is presented as a way to define what information different decision makers need at each stage of their journey to make a purchase. Defining customer personas, their requirements and when they need specific content can help salespeople close more deals by providing the right information to the right people at the right time.
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B2B Sales Enablement & The Customer Journey
- 1. Crea%ng Insanely Great Customers Series Insanely Great B2B Sales Enablement Using the Customer Journey Framework Expand Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Refer Mike Connor | Principal | Spice Catalyst mike@spicecatalyst.com Status Quo www.spicecatalyst.com Trigger Point Purchase Deploy Solu%on Validate Value
- 2. Crea%ng Insanely Great Customers Series Presenta>on Summary Create an Insanely Great Sales Enablement Program Using the Customer Journey to facilitate planning What is covered? • Why suppor>ng personal sales interac>ons is cri>cal • Challenges to effec>ve sales enablement • Using customer journey to overcome challenges • Starter set of stage by stage recommenda>ons Download the planning workbook & this presenta%on at (hKp://spicecatalyst.com/sales-‐enablement-‐of-‐the-‐customer-‐journey/) Addi>onal resources
- 3. Crea%ng Insanely Great Customers Series “Crea%ng Insanely Great Customers” An Agile Marke%ng Methodology by Spice Catalyst The Crea%ng Insanely Great Customers Series • High value customers • Con%nual -‐ mutual learning and innova%on • Delivering breakthrough value at each stage of the journey
- 4. Crea%ng Insanely Great Customers Series B2B Sales Enablement Using the Customer Journey Framework Expand Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Refer Status Quo Trigger Point Purchase Deploy Solu%on Validate Value
- 5. Crea%ng Insanely Great Customers Series Despite all of the focus on content marke%ng, social media and marke%ng automa%on
- 6. Crea%ng Insanely Great Customers Series The bar for sales is higher than ever “60% of the purchasing decision process is completed before a sales rep is contacted.” The Conference Board
- 7. Crea%ng Insanely Great Customers Series B2B Sales Is Personal! “Today more than ever, it's the personal interac6ons with prospec6ve customers that determines winners from losers” Steve Mar>n USC Marshall School of Business Harvard Business Review
- 8. Crea%ng Insanely Great Customers Series It s%ll takes sales people to close deals
- 9. Crea%ng Insanely Great Customers Series To close those deals they need informa%on
- 10. Crea%ng Insanely Great Customers Series The right informa%on!
- 11. Crea%ng Insanely Great Customers Series For the right person!
- 12. Crea%ng Insanely Great Customers Series At the right %me Expand Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Refer Status Quo Trigger Point Purchase Deploy Solu%on Validate Value
- 13. Crea%ng Insanely Great Customers Series Sales people spend a day a week trying to find the right informa%on and structuring it to meet customer needs X%#@**^
- 14. Crea%ng Insanely Great Customers Series Sales %me lost is %me gained by compe%tors X%#@**^ Compe%tors & your lost customers
- 15. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point The customer journey provides a framework to define “who”, needs “what”, “when”! Purchase
- 16. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase “Who” Are the decision makers and influencers They are typically defined in “personas” created by marke%ng
- 17. Crea%ng Insanely Great Customers Series B2B purchases involve mul%ple decision makers (personas)
- 18. Crea%ng Insanely Great Customers Series In B2B crea%ng in-‐depth personas is key to crea%ng great content Content and engagement that lead to sales
- 19. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase “What” is needed is defined by the requirements of the personas
- 20. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase “When” specific content is needed depends on where the prospect or customer is in the buyers journey, their specific needs and preceding ac%vi%es
- 21. Crea%ng Insanely Great Customers Series Different content is valuable a different stages depends on your market, solu%on and the stage based needs of the personas
- 22. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point The greatest value your solu%on offers B2B customers. . . Purchase Time & Money
- 23. Crea%ng Insanely Great Customers Series The informa%on most valuable as decisions are finalized? Financial Jus%fica%on / ROI Product Features / Technical Informa%on Product Demo / Proof of Concept Product Reviews / Test Results Peer / Customer References Alignment with Industry Trends Vision and Thought Leadership Customer Case Studies IDC Survey of IT Solu6on Decision Makers
- 24. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Sales / Systems Engineering / Customer Success Driven Marke>ng Driven Interac>ons with prospects and customers are driven by different groups at a different stages
- 25. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Sales Enablement Requirements
- 26. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Con%nual learning and innova%on between marke%ng, sales and customers
- 27. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Training / updates on Personas and their use of content
- 28. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Training / updates on content & where its being used an how to access it
- 29. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase The Objec%ve: Support sales in crea%ng %mely – valuable customer engagements Prospect / customer ac%vity, content use and status con%nually captured and shared
- 30. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Fast Turn Around on requests for support and access to internal experts
- 31. Crea%ng Insanely Great Customers Series Modular design and content management reduce sales %me lost finding and repurposing content Thought Leadership Proof of Concept / Trial Suppor%ng Material Product Reviews / Results Financial / ROI Product / Technical Peer Reviews / Case Studies Suppor%ng Material Suppor%ng Material Suppor%ng Material Suppor%ng Material
- 32. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Sales Enablement Requirements by Stage
- 33. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Status Quo: Starts before prospects know they need a solu>on • Excel at Job • Stay on top of trends & drivers • Objec%ve thought leadership on their industry and job func>on • Bound to your solu>on Champion Needs / Ac%ons What you should provide Status Quo
- 34. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide • Convey solid grasp of issues • Establish leadership role • Define ini>al needs, decision makers and influencers • Objec%ve Overview • Key solu>on requirements • Impact, deployment & risk factors • Decision making Trigger Point: A business driver creates need for change and ac>on (A cross func>onal team (mul>ple personas) is formed) Trigger Point
- 35. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide • Framework to narrow field • Define constraints • Needs of users & influencers • Understand impact of change / adop>on / deployment, and training / support and costs • Objec%ve Framework • Comparisons of key high value use scenarios, impact, deployment & risk areas. • Evalua>on method and process • Modular informa%on Explore Op%ons: The team explores a broad range of solu>ons Explore Op%ons
- 36. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide • Rank value of core needs • Refine with influencers input • Compare capability & reputa>on • Analyst reports, peer discussions, vendor presenta>ons, live trial • Meet w/ reference customers • Contrast & compare vendor proof points re high value use areas • Modular 3rd party info for key use / concern areas • Demo / Proof of Concept • Validate capability in high value use areas Evaluate Solu%ons: Detailed evalua>ons of a handful of alterna>ves Evaluate Solu%ons
- 37. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide • Build business case to move forward with recommended vendor • Review with key stakeholders • Iden>fy key proof points • Define areas of nego>a>on • Objec%ve Framework for Business Case • Modular suppor>ng content • Succinct descrip>on of need • Proof of business value delivered / ROI • How need is addressed • Differen>a>ng elements • Proof points, 3rd party input • Full view of cost / impact of ownership and risk areas Business case: Findings and recommenda>ons created / presented Business Case
- 38. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide Internal buy in: Champion resolves internal concerns / differences Internal Buy In • Present to internal decision makers • Address requests for addi%onal inves%ga%on, proof points and pet peeves • Re-‐present to specific stakeholders • Fast turn around on new requests • Objec>ve / Balanced Response • Modular content / proof points • 3rd party references to support needs of specific stakeholders
- 39. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide Purchase: Nego>a>ons are completed – Deal is signed Purchase • Nego%ate key areas • Set up vendor • Clear understandable, descrip%on of what is being purchased and why • Clear understanding / balanced view of tradeoffs • Industry acceptable terms, condi>ons and payment structure • Well structured, enterprise ready legal agreements
- 40. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide Deploy Solu%on: People are trained and the solu>on is deployed Deploy Solu%on • Review and priori>ze deployment, training and support issues • Establish metrics for value created. • Train, rollout and support users in being successful in key use areas • Best prac>ce deployment and training workbook / guidelines • Support to improve acceptance / reduce risk, disrup%on and abandonment • Support escala>on path • Community support • Searchable reference materials
- 41. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide Validate Value: Value of solu>on is revealed though use and support Validate Value • Gather input from stakeholders • Assess value promised versus results • Evaluate vendor responsiveness • Build case to con>nue or abandon • Present findings / recommenda%ons – value promised versus delivered • Data from use, users and support / training • Framework to capture / present ROI
- 42. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide Expand Expand: If value is demonstrated customer may expand rela>onship • Make business case to expand • Business case materials and informa%on to support incremental deployment • Valida>on that vendor & solu>on is delivering value • Data from use, users • Framework to capture / present ROI / business case
- 43. Crea%ng Insanely Great Customers Series Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Champion Needs / Ac%ons What you should provide Refer Refer: Willing to tell others about your great company and products! • Convey the good, bad and the ugly of their experience • Scorecard -‐ Improvements • Templates / examples of case studies, quotes, PR releases • Support in dealing with PR, Legal / Purchasing
- 44. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point How well does your current approach address the needs of customers and sales? Purchase Current Sales Enablement Assessment X%#@**^
- 45. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value) Customer Insight Requirements How well do your personas reflect the prospect’s and influencer’s needs at each stage?
- 46. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value) Content How well does your content support prospect / customer / sales needs at each stage?
- 47. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value) Process / Informa%on Exchange How well do your current approach and systems support: • Geong the right informa>on to the right prospect or customer at the right >me? • Exchanging informa>on between sales and marke>ng and the systems that engage with or track customers and their ac>vi>es?
- 48. Crea%ng Insanely Great Customers Series hKp://spicecatalyst.com/sales-‐enablement-‐of-‐the-‐customer-‐journey/ Download our free workbook
- 49. Crea%ng Insanely Great Customers Series Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Urgency Test 5 • Must be done immediately • Other high priority items can’t be completed without this • If not completed now, its value is lost 4 • Highly >me constrained • Other high level of priori>es depend on this • Customer or contractual requirements are dependent on this 3 • Moderately >me constrained • Other items have moderate dependency on this task • Desirable to complete in the next one or two sprints 2 • Minimally >me constrained • Other items have a minimal dependence on this task • Comple>on in the next two or three sprints is adequate 1 • Not >me constrained • No dependencies • LiKle or no impact Value Test 5 • Extremely Important / high value to most or all high value customers • Extreme impact on brand or reputa%on • Cri%cal to the success of the business 4 • Important to many customers • Significant impact on brand or reputa>on • Significant compe>>ve advantage 3 • Important to a moderate number of customers • Moderate significant impact on brand or reputa>on • Moderate important compe>>ve advantage 2 • Important to only few customers • Minor impact on brand or reputa>on • Minor compe>>ve advantage 1 • Important to only a few or even no customers • LiKle or no impact on brand or reputa>on • LiKle or no compe>>ve advantage Selng Priori%es: Don’t try to everything at once. Pick one or two that provide the greatest benefit.
- 50. Crea%ng Insanely Great Customers Series Let’s get this done! Your Agile Business Accelera%on Agency Thank You