Move Beyond Sales Force Automation
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Why you should go beyond sales force automation: Traditional sales force automation projects, many of which already had limited success due to lack of user adoption, are ill-equipped to support a new sales paradigm. Largely because the dynamics between buyers and sellers have changed, the digital revolution has shifted the balance of power, equipping buyers with much of the information they need to make purchase decisions. How can companies deal with this challenge? Download this webinar presentation deck and learn how leading companies transform sales effectiveness by going Beyond CRM. What is the future of sales? Are you equipped? Download a complimentary research report at: https://meetsimplesap.com/sales
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Move Beyond Sales Force Automation
- 1. Ben Nottle Customer Engagement Center of Excellence, SAP Asia Move Beyond Sales Force Automation
- 2. DISCOVER NEED RESEARCH RECEIVE OFFER TRACK ORDER BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL RETAIL STORE WEB SHOP REVIEWS CONTACT CENTER WEB SHOP EMAIL SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER RETAIL STORE CONTACT CENTER CONTACT CENTERSOCIAL WORD OF MOUTH SOCIAL EMAIL YOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE. SEARCH KW/ADS WEB SHOP WEB SHORT LIST TV BRANDED COMMUNITY SUPPORT PORTAL SUPPORT PORTAL
- 3. SHOP & BUY RESTART SERVICE SHOP & BUY SHOP & BUY RECEIVE PACKAGE MISSING ITEM SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE NETWORK ISSUE CHANGE ADDRESS DISCOVER NEED REFER FRIENDS POST REVIEW JOIN GROUPS RESEARCH RECEIVE OFFER TRACK ORDER BUY RECEIVE PACKAGE MISSING ITEM POST REVIEW SETUP PHONE BILLING ISSUE MAKE PAYMENT PHONE DAMAGE TERMINATE SERVICE JOIN GROUPS NETWORK ISSUE CHANGE ADDRESS RESTART SERVICE RECEIVE OFFER REFER FRIENDS SHORT LIST AWARENESS DISCOVERY CONSIDERATION ACTION ACTION ADVOCACY ADVOCACY CONSIDERATION USE INTEREST USEYOUR CUSTOMER CHOOSES THEIR OWN ADVENTURE. WEB PRINT DIGITAL ADS WORD OF MOUTH SOCIAL RETAIL STORE WEB SHOP REVIEWS CONTACT CENTER WEB SHOP EMAIL SOCIAL RETAIL STORE WEB SHOP CONTACT CENTER CONTACT CENTER CONTACT CENTERSOCIAL WORD OF MOUTH SOCIAL EMAIL SEARCH KW/ADS WEB SHOP WEB TV BRANDED COMMUNITY SUPPORT PORTAL SUPPORT PORTAL RETAIL STORE CONTACT CENTER
- 4. TRADTIONAL SELLING IS OBSOLETE. THIS IS NOT YOUR CUSTOMER JOURNEY
- 5. The Changing B2B Customer “59% would prefer not to interact with a Sales Rep” Source : Forrester on B2B 57% of the way towards making a decision before reaching out to a potential vendor
- 6. Empowered Customers HAVE HIGHER EXPECTATIONS OF SALES EXPECT MORE MAKE BUYING DECISIONS BASED ON PEER RECOMMENDATIONS BUSINESSES ARE LESS TRUSTING AND TOLERANT OF SALES TRUST LESS 91% 80%60% INFLUENCED BY PEERS SOURCE – LOUDHOUSE, Survey results based on responses from 1,220 global buyers
- 7. Not-So Contextual Sales AVERAGE NUMBER OF STAGES IN THE SALES JOURNEY SALES TECHNOLOGIES AND PROCESSES ARE MORE THAN 2 YEARS OLD ALIGN SALES PROCESS TO CUSTOMER JOURNEY 4-7 54%18% SOURCE – LOUDHOUSE, Survey results based on responses from 800 global sales executive
- 8. YOUR TOOLS. Don‘t do what you need OF CRM DEPLOYMENTS FOR SALES HAVE POOR USER ADOPTION. Source: Chief Sales Officer INSIGHTS 74%
- 9. Missing in Action: Vital Sales Data When research firm CSO Insights recently surveyed CRM users on the benefits of using this technology, it found that increased revenue—a top goal for nearly every organization—was cited by only 19 percent of respondents. In other words, more than 80 percent of CRM users say the technology has failed to help them grow sales. Worse, at more than 70 percent of companies, salespeople still lack the information they need when making sales calls despite all of the money and time invested in CRM systems, according to a separate study conducted by CSO Insights. That missing information, in turn, can stifle sales success 62.0% Lengthens sales cycles 46.7% Increases no decision rates 38.3% Increases odds of losing to competitors 32.1% Reduces ability to cross- and up- sell 26.6% Impacts customer satisfaction 14.2% No impact on sales performance 12.8% Increaes discounting 5.1% other Missing in Action: Vital Sales Data Base: 354 companies Source: CSO Insights, “Optimizing Sales Engagements: Selling at the Speed of Change”, 2013.
- 10. SALES REPS SPEND MORE TIME ENTERING DATA THAN SELLING SALES MANAGERS SPEND MORE TIME ANALYZING DATA THAN DRIVING SALES
- 11. SO, HOW DO YOU SELL SMARTER IN THE DIGITAL ECONOMY?
- 12. Going Mobile: A digital Transformation Imperative of sales people will access sales applications exclusively through smart phone and tablets” Source: Gartner 55% By 2016
- 13. CRM MUST EVELOVE FROM CUSTOMER MANAGEMENT TO CUSTOMER ENGAGEMENT
- 14. SAP Customer Engagement & Commerce (CEC) OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM WEB MOBILE IN STORE/ BRANCH CONTACT CENTER DIGITAL GOODS MARKET- PLACE IOT SOCIAL SMS/ NOTIFICATION SEARCH KW/ADS DIGITAL ADS EMAIL PRINT AGENT TOOLS EXPERIENCE MANAGEMENT INDUSTRIES REAL-TIME ANALYTICS & PREDICTIVE MDM FOR CUSTOMER ENGAGEMENT & COMMERCE INFRASTRUCTURE, PLATFORM, INTEGRATION COMMERCE MARKETING SERVICE SALES PRIVATE CLOUD PUBLIC CLOUD ON-PREMISE
- 15. OBJECTIVE SOLUTION BENEFITS IMPROVING USER ADOPTION WITH CLOUD FOR SALES SAP Cloud for Sales (migration from salesforce) Easily identify sales opportunities and have the insight into all customer activities in order for sales to be relevant and responsive. Integrated sales platform with SAP ERP integration provides complete transparency. Easy to use mobile interface provides everything sales needs on the road.
- 16. Moving beyond Sales Force Automation With new customer engagement technologies I can reach deeper into the organization. I can also energize representatives’ sales motions and service motions that haven’t really been addressed previously. There’s a big upside. “ ”Robert Wollan, Senior Managing Directo, Sales and Customer Services, Accenture In the old situation, reps wouldn’t know. Now, if a customer has placed a complaint, reps can address that. They look as if they really get the customer. It’s simply more professional. “ ”Bas van Amerson. CRM Project Manager, Akzo NobelDecorative Paints TYPE OF OPPORTUNITY OUT WITH THE OLD IN WITH THE NEW Retailers and distributors Phone calls and emails to request customer reports prior to sales visits. Data was unreliable and incomplete. View of updated customer data informs sales rep of relationship status and issues that need to be addressed. Construction and refurbishment projects Lack of visibility into which paint contractors, served by which sales rep, are poised to bid on a given project in a sales territory. Centralized list can be shared and project opportunities coordinated so that sales reps can collaborate on project bids and share forecasts of probable wins. New Markets Emails and phone calls to check status of new store openings, required documents. Standardized process for opening a new store, with data shared between new store and corporate systems. AkzoNobel Increases Sales Productivity by Mobilizing Sales Source: AkzoNobel
- 17. SAP Strategy for Sales leader. Sell Smarter. ACCELERATE PRODUCTIVITY GAIN INSIGHT INTO BUSINESS SELL ANYTIME, ANYWHERE KNOW YOUR CUSTOMER
- 18. THANK YOU!
Notas del editor
- Interesting to consider customer journey. Customers are empowered -> Digitally connected, Better informed. Customers choose their own journey. If you multiply the number of customers x number of products x number of channels x number of reasons to contact you realize that this starts to become very complex and something that’s impossible to “control”.
- Been working with SAP customers across Asia for close to 20 years on Front office initiatives Huge change over the past 3 years with organisations looking to move from internal focus (sales accounting) to outside in focus (customer experience transformation) Led by Consumer organisations but there are some brilliant stories in B2B – for example Cemex (global cement manufacturer) –- commodity product so customer experience was the ultimate point of differentiation. Omni-channel (centralisation of contact center, customer portal, auto re-order via IoT devices in Siloes)
- Reality is that many B2B organisations are lagging behind B2C. Most organisations still use a model that was put together by Elmo Lewis in 1898 to design their CRM applications. - Commissioned research via Forrester & Loudhouse (London based research agency but very global focus with at least 30% of respondents coming from APAC region) -> detailed papers available for download after webinar?
- First finding is that B2B Customers are reluctant to work with a sales rep – begin engagement more than half way through sales cycle. Want to better understand this …
- Spoke to buyers -> Found that essentially sales reps are providing customers with information they can already access online. Expectation is much higher -> deliver outcomes rather than products. Buyers are more interested in peer influence than sales influence -> need to continue relationship with customer after purchase and create a platform for advocacy.
- Spoke to sellers – most recognize the importance of aligning sales processes to the customer journey and doing this soon but few have begun the process.
- One of the reasons is negative connotations of “Sales Force Automation” applications – many of which have had bad user adoption
- Want to better understand why this is the case -> we can see here that the applications aren’t really adding value to sales reps.
- One way of improving this is through mobility. A global garter study estimates that by next year 55% of sales people will access applications via smart phones. Given the way we manage the rest of our lives I’m surprised it’s so low!
- But mobilizing Sales Force Automation isn’t enough … need to look at how to engage with customers
- Introducing SAP CEC -> SAP’s Customer Engagement Platform. -> From multi-channel to omni-channel -> From separation of digital and physical to blending -> From built for the desktop to mobile first -> From outbound marketing to experience management (in context while the customer is in control) -> From reporting on the past to predicting the future -> From standalone to connected to the back office for execution -> From product to solution -> Available in the cloud for rapid time to value.
- Want to talk about an important example of a customer Akzo Nobel is the leading manufacturer of decorative paints – HQ in The Netherlands Rolled out standalone cloud based SFA to sales. Nice usability but … Poor user adoption due to Lack of customer data Past sales data Product Availability Inability to perform actions on customer visits Creation of Quotes, Orders, Complaints etc Moved to SAP Cloud for Sales – seen significant improvement in customer adoption
- Some specific examples of inefficiencies they have resolved: Preparing for the “perfect customer visit” Focusing on solution based outcomes Acceleration of new business.
- Core philosophy Unlock the shackles and empower sales where they need to be Ensure the system is as good at getting data out as it is easy to put data in Easy to use team collaboration and ability to execute on business processes (no more sending e-mail to back office to ask for a price) Most importantly know your customer! Bring together the front office and back office information needed to service them better.