Skaled sales & marketing consulting firm believes in reaching the buyer that exists today - not the one from ten years ago. Follow along as we explain how the landscape has changed in the B2B space and now to navigate it today through outreach, technology, people, and roles.
3. ABOUT SKALED
Skaled is a leading B2B sales
consultancy based in Austin, Texas
and New York City. Our mission is to
help companies generate measurable
and sustainable growth while creating a
healthier and more profitable sales and
marketing organization by combining
modern sales process best practices
with cutting edge technology.
4. • Buyer Preferences in 2018
• Latest Trends in Modern Sales
• Process: Adapting to the Informed Buyer
• Technology: Trends in Sales Tech
• People: Trends in Sales Hiring
Agenda
7. The Modern Buyer
• More informed -- armed with
information on your company
and your competitors
• Is active on social channels for
research and interactions
• Needs help understanding how
to buy a new product but doesn’t
want to be sold to
8. 74% of B2B buyers report researching
at least half of their work purchase
- Forester 2018
9. 92% of B2B buyers are using social
media platforms specifically to
engage with thought leaders in their
industry.
- Bambu 2018
12. Emerging Trends in Sales
Process: Outreach
• Death by email is forcing Sales and
Marketing to find new ways to get a
Customer’s attention -- including social,
custom mailers and videos.
• The most successful teams are using
multi-channel, integrated marketing and
sales outreach campaigns to adapt to the
modern Buyer’s journey.
• Cold Calling is back, made smarter with
personalization and research on prospect
13. Emerging Trends in Sales
Process: Account vs. Leads
• Account-based model helps Sales to
navigate complex purchase decisions and
create a ground-swell within an
organization
14. Social sellers attract 45% more
opportunities than their peers, are
51% more likely to achieve quotas,
and outsell their non-social
counterparts 78% of the time.
Companies with consistent social
selling processes are 40% more
likely to hit revenue goals than non-
social sellers.
Social Selling
is a real thing
15. “In a Typical Company with 100-500
Employees, an Average of 7 People
are Involved in Most Buying
Decisions.”
- Gartner
21. Emerging Trends
in Sales Tech
• Today’s Reps are using Sales
tech everyday
From sourcing leads to closing deals,
the most successful reps are using
technology to increase efficiency and
drive greater results in their role
• With more tools than ever, how
executives select and
implement new technologies is
key
22.
23. Components
of a Modern
Sales Stack
Primary Core:
• CRM
• Lead Sourcing
• Sales Engagement
• Video Conferencing
• Inbound Lead Management
Secondary Core:
• Call monitoring
• Predictive account selection
• ABM tools - ad buying & direct
mail
24. • Prospects demanding a more personalized,
consultative experience
• Sales reps spend 3x more time connecting virtually
with prospects today
• 81% of teams want a connected view of data
across the buyer journey (Salesforce’s 2018 Future
Trends Research)
Why integrate/importance?
25. Primary: CRM
• Central nervous system of any business
• Understand buyers and their behaviors
• Increased customer satisfaction,
retention and lifetime value
• Solution depends on size and needs
26. Primary: Lead Sourcing
● Find new customers to target
● Improve and expand product/service offerings
● Meet and exceed revenue goals
27. Primary: Sales Engagement
• Workflow management of sales activities
• Success measured in # of touch points from time of initial
outreach to close
• Tools and reporting are rapidly evolving to inform KPIs
28. Primary: Video Conferencing
• Broader global reach with virtual
meetings
• Organize meetings independent of
time
• Easily share cloud recordings
29. Primary: Inbound Lead Management
• Capture and engage website visitors
• Tools evolving to make Bots sound more human
• Empowers Sales, Marketing and Customer Success teams
30. Secondary: Call Monitoring
• Define talk tracks and better track
the outcome of calls
• Pinpoint areas for coaching
• Improve the experience for
prospects and customers
31. Secondary: Predictive Account
Selection
• Identify, focus on and grow most profitable customers
• Segment and target the right prospects at the right time
• Improve ABM approach and pipeline forecasting
• Optimize marketing campaigns
32. Secondary: ABM Ad-Buying &
Direct Mail
• Create buzz with buyers at the account
• Strengthen your ABM campaign’s success rate
• Develop long term relationships with buyers
33. • Digest raw data to generate actionable
sales insights
• Instill confidence in sales with realistic
metrics
Secondary: Business Intelligence
Tools
34. Automations and the Machine in Action
Example of Efficiency Gains
Marketing automation to Sales Engagement
• Engage leads based on website content they
downloaded
Intent to Sales Engagement
• Target and upsell customers based on their
interests
Inbound Chat/interaction to Sales Engagement
• Leads that show high website engagement are
scored and routed to high engagement cadence
35. Emerging Trends in Sales Tech
Voice and AI
Voice search: 50% of all online searches
will be voice searches by 2020
While now just 10% of respondents said
they currently own AI devices, nearly one
in three said they plan to buy an AI device
36. Emerging Trends in Sales Tech
Personalization at scale
New tech allows for sophisticated content and
messaging strategies that align all aspects of the
Revenue team
Example: Terminus (ads from marketing) + Salesloft w/
Crystal Knows, Owler, and Vidyard integrations
(SDRs/AEs)
80% of consumers are more likely to do business with a
company if it offers a personalized experience
39. Changes in Models & Tech:
46% of businesses are
moving to an inside sales
model1
Customer success tech →
20% increase in up-sell
revenue and 50% higher
retention rates2
1HBR
2Gainsight
3Buzzbuilder
4Hubspot
Source: Salesforce State of Sales
Report
Changes in the Sales Process
40. ● Collaborative -- strong Sales,
Marketing, and Product Alignment
● Uses Technology to Improve Sales
Outcomes
● Looks at their role as the project
manager and the collaboration machine
for clients
The Modern Sales
Team
41.
42. DNA of the Modern Salesperson
Curiosity
Time Management
Problem Solving / Intelligence
Executives should hire Sales Leaders and Reps who possess 6 key traits necessary for
modern selling
Competitiveness – not aggression
Empathy
Coachability
43. Specialization within Sales
Team
• Sales team is split in 4 key
roles: Prospectors, Inbound,
Closers, and Relationship
Builders.
• This allows for greater
efficiency and productivity and
gives leadership greater insight
into what’s working and where
the bottlenecks are
Emerging Trends in Sales
Process
44. The Modern Sales Org
Source: http://predictablerevenue.com/specialize
46. What is your ideal ratio of SDRs to AEs?
Calculate expected revenue (goals) from your sales team, and divide this number by
your ASP to determine the number of closed deals.
How much of your pipeline converts? Multiply by SQL conversion to
determine the amount of opportunities needed to close X deals.
Multiply this number by MQL conversion to determine number
of leads (demos) needed.
1
2
3
If your current SDRs generate 10 demos
per month, but you need 20 more demos,
you must hire 2 more SDRs.
KPIs and SDR / AE Ratio
49. Sales-Marketing-Product alignment
• Marketing automation + CRM
together makes collaboration
easier
• Companies who have an active
SLA are 34% more likely to
experience a greater year-over-
year ROI than companies who
aren’t equipped with a functioning
SLA (Hubspot)
Emerging Trends in Sales
Teams
