#ImpactSalesforceSaturday: Want More Sales? Diversity Your Workforce!
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Join us for another #ImpactSalesforceSaturday, a series of online Salesforce Saturday sessions. We invite all – Developers – Administrators – Group Leaders – Consultants with advanced, intermediate or beginner level knowledge on Salesforce(Sales Cloud, Service Cloud, Pardot, Marketing Cloud, IOT, CPQ, Einstein, etc). Topic: Want More Sales? Diversity Your Workforce! Date and Time: Saturday, November 14, 2020, 11:00 AM to 12:00 PM IST Speaker: Eric Dreshfield Eric is a Partner Marketing Manager @ActiveCampaign. He is also a Salesforce #MVP HallofFame and also The “Kevin Bacon” of the Salesforce Ecosystem. Agenda: 1. In this session you’ll learn the role Sales and Marketing departments play at an organization. 2. How to define success, how each of us have certain privileges that we can use for good. 3. How any company can achieve more simply by embracing diversity and inclusion. 4. Q & A
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#ImpactSalesforceSaturday: Want More Sales? Diversity Your Workforce!
- 1. Want More Success? Diversify Your Workforce! Eric Dreshfield, Strategic Partner Marketing Manager at ActiveCampaign Twitter: @ericdresh
- 2. Strategic Partner Marketing Manager at ActiveCampaign @ericdresh Eric Dreshfield in/ericdreshfield/
- 3. Today’s Agenda • Marketing • Sales Enablement • Sales • Success • Privilege • Diversity • Inclusion • Results
- 4. Marketing
- 6. Sales
- 7. Success
- 9. Privilege
- 10. The Privilege Continuum Ability Aesthetic Citizenship Gender Orientation Racial Religious Socio- economic Source: TEDxEMU - Justin Ford - Pedagogy of Privilege
- 11. Diversity Everyone. Really. Not just straight, white, able- bodied, cisgender men. Absolutely everyone. Understand?
- 12. Inclusion The action or state of including or of being included within a group or structure.
- 13. Results • A diverse workforce drives economic growth. • Recruiting from a diverse pool of candidates means a more qualified workforce. • A diverse and inclusive workforce helps businesses avoid employee turnover costs. • Diversity fosters a more creative and innovative workforce.
- 14. What Can You Do? • Be aware of & interrupt your own biases • Mentor someone who has different facets than you on the privilege continuum • Diversify your feed (Check out the 2016 Salesforce Admins Podcast all about it!) • Lend your privilege & help open a door for others
- 15. Thank you! Want More Success? Diversify Your Workforce! Eric Dreshfield, Strategic Partner Marketing Manager, ActiveCampaign Twitter: @ericdresh
- 16. Resources for Learning https://www.eddiemoorejr.com/21daychallenge https://www.huffpost.com/entry/explaining-white-privilege-to-a-broke-white- person_b_5269255 https://www.tolerance.org/magazine/fall-2018/what-is-white-privilege-really https://www.racialequitytools.org/resourcefiles/mcintosh.pdf Our Gay History in 50 States by Zaylore Stout - https://www.gay50states.com/order-book https://medium.com/equality-includes-you/what-white-people-can-do-for-racial- justice-f2d18b0e0234
Notas del editor
- Let's define Marketing: It’s Marketing’s job to bring new leads to the organization. This is accomplished through various techniques like social media, blog posts, email campaigns & events. So what’s Sales Enablement?
- Sales Enablement is anything that betters the chances of qualifying a lead. How do you qualify your leads? Job Title? Gender? Company Size? Buyer Persona? Next, let’s look at Sales.
- Once a lead is qualified it becomes an opportunity. And that’s where the sales process begins. It’s time for conversations to determine how to best solve the problems of an organization. What can I do to help you? And finally, how do you define success?
- What’s your definition of success? Is success being able to mark an opportunity as closed-won? Is that your only measurement of success? What about profitability? Can you be successful if you don’t make a lot of money?
- Let’s review the presentation so far: what have all the images you’ve seen had in common? Let's look again. I see white. I see male. I see able-bodied. I see privilege. So let’s define that next.
- Simply put, privilege is having access to benefits based on traits you possess that you don’t control. What qualities do you possess that you had no control over? Can you choose your parents? Can you choose the color of your skin? There’s a lot more to privilege than meets the eye. Let's dive deeper.
- Privilege is a continuum. We all fit into this privilege continuum. We may have privilege in one or more categories, but not necessarily in all categories. Me? I am able-bodied, I can go anywhere and be confident that I will be able to access a building with no trouble and not be judged based on how I get around. I’m a white, cisgender, heterosexual male. I’m chock full of privilege. In some countries, or even more narrowly, in some portions of countries, because of those qualities about me, I am very privileged. I can go almost anywhere and do almost anything. That’s not the case for many people though. 200 years ago, slavery in the US existed. The wealthy white people owned black slaves. And while President Lincoln abolished slavery about 150 years ago, the racist beliefs behind it still very much exist in this country today. We see it all too often in the news, a person of color is arrested, or worse yet, killed, for doing nothing but going for a run…getting exercise…to try to stay healthy. So how can we overcome the negative side of privilege? With diversity and inclusion.
- Diversity goes hand in hand with Privilege. If you are striving for a diverse organization, think about it like a bingo card. Shout out to Mary Scotton, Vice President of Trailblazer Equality at Salesforce – I believe she was the person who introduced me to the “Diversify Your Feed” idea. It was first a way to meet a diverse group of people at events. Check off the boxes on the card as you meet someone who identified with the description in the space on the card. Diversity is more than just gender, though. Remember, not everyone looks like you, worships like you, thinks like you, loves like you…but everyone is human, and we are all in the human race together. A McKinsey & Company study from 2018 determined that companies in the top 25% for ethnic & cultural diversity on executive teams were 33% more likely to have industry-leading profitability. And that includes LGBTQ+, age/generational, as well as international diversity. The same McKinsey study concluded that companies in the bottom 25% for diversity were 29% less likely to achieve above-average profitability, so not only are those companies not leading, but they are falling behind. But Diversity alone, isn’t enough. Everyone needs to be included. (McKinsey source: https://www.mckinsey.com/business-functions/organization/our-insights/delivering-through-diversity)
- We need inclusion in addition to diversity. Inclusion is the action or state of including or of being included within a group or structure. Think about a time when you have experienced the “state of being included”. It felt good, didn’t it? It felt comfortable. It felt safe. Doesn’t everyone deserve the chance to feel safe? Now I know at least one of you out there is thinking, “Cool, but what’s in it for me and my company?” or “What’s this going to cost me or my company?” Ah yes – then reality hits. I say there’s not a cost for being diverse and inclusive. It’s an investment you are making in the future success of your organization. It’s only a cost, when you ARE NOT diverse and inclusive.
- But actions speak louder than words, right? According to the Center for American Progress, here some ways that diversity and inclusion can influence a company.
- How can you help? Be aware of your own biases, realize when you are not being inclusive. Do you say “Guys” when speaking to a crowd? Some of those people may be women. Some may be gender-neutral, or gender non-binary. Volunteer to be a mentor – but to people who look and come from different backgrounds as you. (PepUp Tech, Vetforce, Merivis, Pi-Tap) Learn to diversify your feed – listen to the Salesforce Admins podcast from 2014 where Mary Scotton explained it all. Lend your privilege to others by helping them gain access, by speaking up when you hear something discriminatory.