These slides include a framework for a communication plan. When each component of the plan is optimized, the simple framework becomes an effective launch pad for driving change in a large organization. This deck supported my presentation at the 2017 TOPO Summit in San Francisco.

1. Effective
Communication at Scale
RALPH BARSI
Senior Director, Global Demand Center
@rbarsi
in/ralphbarsi
rbarsi@gmail.com
ralphbarsi.com

2. This is what a worldwide sales development team looks like
132 people
80% SDRs
5% Enablement & Ops
15% Directors & Managers
New hires Multiple languages
Seasoned reps
A, B, & C-Players

4. $37 billion
Total estimated cost of “employee misunderstanding”
(actions or errors of omission) due to misunderstanding or misinformation about:
Company policies
Business processes
Job function
Poor communication loses money

5. POSITIVE IMPACT NEGATIVE IMPACT
Productivity and efficiency gains Productivity losses and inefficiencies
Predictable, repeatable pipeline Unpredictable, unrepeatable pipeline
High-quality pipeline; streamlined funnel Low-quality pipeline; funnel congestion
Acquired or exceeded quotas Missed quotas
Compliance and quality assurance Policy breaches
New hires and promotions Performance plans and terminations
Whether good or bad, communication has systemic impact

6. Create a communication plan
Plan your work and work your plan

7. #1 Identify the stakeholders
Core Field Sales Reps
Specialized Sales Reps
Channel Partners
State-Local-Federal Sales Reps
Field Marketing
Product Marketing
Customers, Prospects, & Suspects
UK & Ireland
US/Canada West
US/Canada East
Latin America
Germany-Austria-Switzerland
Central & Eastern Europe
Middle East & Africa
Northern & Southern Europe
Australia-New Zealand
Japan
India
North & Southeast Asia
Businesses are comprised of PEOPLE
How many are there?Who are they? Where are they located?

8. #2 State the objectives (actions desired)
Give people something to DO
Objective Actions Desired
Move to a specialization model by start of Q2 Operational support; training program; assets
Implement tighter SLAs on inbound leads Enlist Ops-Enablement-CRM Admins; show ROI
2X the outbound prospecting efforts Adopt methodology; train reps; publish playbook
Bolster social selling activities
Identify buyers’ sphere of influence; listen-
connect-engage
Build brand (for SDRs and for SDR organization) Update all social profiles; adopt social advocacy
Recruiting high-caliber candidates Strengthen internal referral program; redo JDs

9. #3 Message content
Clear writing = Clear thinking

10. #4 Delivery methods
People learn differently

11. #5 When and how often?
Commitment Phase
People need encouragement
Resistance Phase
People need support
Exploration Phase
People Need Direction
Denial Phase
People Need Information
Maintain momentum

12. Sources
The Cost of Poor Communications (Grossman, 2011)
Up, Down, and Sideways (Buhler, Worden, 2013)
Under the Hood (Slap, 2015)
Social Selling Mastery (Shanks, 2016)
Metcalfe’s Law
GoLeanSixSigma.com
Jeff Goins
On Writing (King, 2001)
Writing That Works (Roman, Raphaelson, 2000)
On Writing Well (Zinsser, 2006)
Derek Sivers
Resource Media
I Will Teach You to be Rich (Ramit Sethi)
Learning Styles Online
Axero
ServiceNow
@rbarsi
in/ralphbarsi
rbarsi@gmail.com
ralphbarsi.com
Thank you!