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B2B Sales & Marketing Trends for the Modern Organization

21 de Aug de 2018
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B2B Sales & Marketing Trends for the Modern Organization

  1. Sales and Marketing Trends - Executive Brief 2018
  2. Let’s Connect: https://www.linkedin.com/company/skaled/ @Skaledcom @SkaledConsulting https://www.facebook.com/Skaledcom/
  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
  5. Sales and Marketing in 2018 Today’s Landscape for Buyers and Sellers
  6. What trends have you seen in clients/prospects?
  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
  10. Process Adapting Sales Process to the Modern Buyer
  11. 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
  12. 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
  13. 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
  14. “In a Typical Company with 100-500 Employees, an Average of 7 People are Involved in Most Buying Decisions.” - Gartner
  15. Technology Trends in Sales Tech
  16. Source: Insight Squared Sales Ops Handbook Why efficiency matters….
  17. Source: Insight Squared Sales Ops Handbook Why efficiency matters….
  18. “High-performing sales teams utilize three times more sales technology than teams who underperform.” - Salesforce’s State of Sales Report
  19. What technology are we using today in our sales/marketing organization?
  20. 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
  21. 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
  22. • 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?
  23. 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
  24. Primary: Lead Sourcing ● Find new customers to target ● Improve and expand product/service offerings ● Meet and exceed revenue goals
  25. 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
  26. Primary: Video Conferencing • Broader global reach with virtual meetings • Organize meetings independent of time • Easily share cloud recordings
  27. Primary: Inbound Lead Management • Capture and engage website visitors • Tools evolving to make Bots sound more human • Empowers Sales, Marketing and Customer Success teams
  28. Secondary: Call Monitoring • Define talk tracks and better track the outcome of calls • Pinpoint areas for coaching • Improve the experience for prospects and customers
  29. 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
  30. 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
  31. • Digest raw data to generate actionable sales insights • Instill confidence in sales with realistic metrics Secondary: Business Intelligence Tools
  32. 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
  33. 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
  34. 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
  35. People Hiring Best Practices for the Modern Sales Organization
  36. What makes a good salesperson today?
  37. 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
  38. ● 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
  39. 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
  40. 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
  41. The Modern Sales Org Source: http://predictablerevenue.com/specialize
  42. Roles
  43. 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
  44. Bandwidth
  45. Account Selection Worksheet Source: Engagio
  46. 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
  47. ● Informed Buyers ● Tech is the solution ● Specialize and collaborate
  48. Thank You! www.skaled.co m https://www.linkedin.com/company/skaled/ @Skaledcom @SkaledConsulting https://www.facebook.com/Skaledcom/
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