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How to Create an Integrated Sales Enablement Strategy for Your Sales Team

What You'll Learn:

- How to build and implement a powerful sales enablement strategy.
- What does, and does not, qualify as Sales Coaching Excellence.
- Which engagement data help improve the relevance and effectiveness of salespeople.

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How to Create an Integrated Sales Enablement Strategy for Your Sales Team

  1. 1. How to Create an Integrated Sales Enablement Strategy for Your Sales Team SHOWPAD SPONSORED WEBINAR @saleshacker @showpad
  2. 2. Hosted by: DON MATEJKO Chief Revenue Officer SHOWPAD NIKKI NUMMELA Sr. Manager, Sales Enablement PERKINELMER, INC. RYAN LEAVITT Chief Revenue Officer LEARNCORE
  3. 3. The Challenge: The Gap Between B2B Sellers and Buyers The Solution: The 3 C’s of Sales Enablement Sales Enablement for the Real-World Agenda : 1 2 3
  4. 4. Source: Forrester 2017 “89% of consumers make decisions based on experience, ahead of price and product” 6 years ago, that number was 12%
  5. 5. What do today’s B2B buyers want from sales? o To feel understood o Clear, effective communication o New, relevant perspective & insights
  6. 6. Integrated Sales Enablement: Selling the Way Buyers Want to Buy
  7. 7. READINESS • Onboarding, e- learning • Role-based • Lifecycle Productivity • Optimization • Best practices • Recording/ Interactive CONTENT • Repository • Distribution • Analytics • Custom Sales Engagement Apps • Guided Selling ENGAGEMENT • Next best actions • Buyer Intelligence • Online sharing & collaboration
  8. 8. POLL: Which of these areas does your organization struggle with most? A. Content Management B. Coaching & Training C. Customer Engagement
  9. 9. The Current State of Content Management Low content adoption Off-message No Feedback Ineffective meetings Poor buying experience Marketing Sales Prospect
  10. 10. The Current State of Coaching and Training 75% Of sales organizations waste resources due to random and informal coaching approaches 47% Of sales managers spend less than 30 minutes a week coaching reps on skills and behavior CSO Insights CSO Insights
  11. 11. Leveraging Customer Engagement as a Point of Differentiation 85% Of buyers feel that meetings with sales aren’t valuable 66% Of buyers feel most of shared info is irrelevant Forrester Forrester
  12. 12. Ingredients of a Successful Sales Enablement Strategy Content Management Customer Engagement Coaching & Training
  13. 13. Sales Enablement in the Real World: PerkinElmer ○ PerkinElmer At-a-Glance ○ Sales Enablement/Training Goal ■ Increase sales effectiveness and productivity ○ Fundamental Need ■ One platform where content and training can be managed, served up, personalized and delivered quickly ■ Content engagement intelligence
  14. 14. Sales Enablement in the Real World: An Integrated Approach An integrated enablement approach to drive more value across multiple experiences: 1. Marketing Experience = Content delivery, governance and ROI 1. Sales Experience = Find and share the right content at the right time, access sales training content, engagement insights to guide conversations and move deals forward, and automation of activities through our CRM 1. Customer Experience = Receive more valuable and personalized information at the right stage of the buying process
  15. 15. Sales Enablement in the Real World: Why Showpad/LearnCore? Sales & Marketing Alignment ○ One system for global commercial content delivery (including channel partners) ○ Access to the right content at the right time to engage buyers, promote upselling/cross-selling, build more meaningful relationships with customers and enhance the PerkinElmer brand ○ Zero waste content ○ Capability to deliver micro-learnings on how to utilize content to deliver the right message Mobile solution with buyer insights ○ Access content and training anywhere, anytime on any device (web, tablet, mobile) ○ Instant notifications on recipient engagement to guide next sales activity Scalable and Expandable ○ Start small or go big ○ System Integrations and Platform Enhancements (SSO, CRM, Email, Marketing Automation, LMS/LearnCore , Content recommendations and Guided Selling, etc.)
  16. 16. Sales Enablement in the Real World: Value & Results Over 1,000 users utilizing the platform for: ∙ Prospecting: First touchpoint with potential buyers to determine sales readiness ∙ Prepping for customer meetings: Sales is spending less time searching for, organizing and preparing content for meetings ∙ Presenting content during live calls/meetings/events: Sharing content in a branded environment via the web or mobile app ∙ Following up post-call: Quickly responding with targeted content to move deals faster through the cycle ∙ Self guided education: Accessing content and training to learn how to sell our full solutions, great for onboarding new reps Results since launch: An increase in the number of Showpad activities on current opportunities and closed/won deals An increase in the number of assets being viewed and downloaded by customers
  17. 17. Deliver valuable content: map content to the buyer journey. Systematically improve training and coaching to improve performance. Meet your buyers where they are. Sell the way they want to buy. The best buyer experience wins. Don’t wait. No matter where you are, start and start now. Key Takeaways and Q&A 1 2 3 4 5

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