a managed approach to delivering sales enablement for b2b technology vendors
Post on 17-Nov-2014
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Declare Communications Ltd
Declare Communications
www.declare.co.uk
Clar issa Fernandez
clar issa. fernandez@declare.co.uk
A Managed Approach to DeliveringSales Enablement
forB2B Technology Vendors
Declare Communications Ltd
.... the Internet has changed the way customers
interact with and buy from B2B technology
vendors.
.... buyers need more than generic sales pitches,
they expect sales people to understand their
business, their needs and objectives. They want
to understand how you’re going to help them
achieve their objectives.
Declare Communications Ltd
Let’s look at the factors driving the need to
deliver more effective sales enablement
Current Landscape
Declare Communications Ltd
Average cost of sales outstripping average
revenue growth as vendors are being forced to
pursue new growth opportunities from new
markets
Declare Communications Ltd
Current Landscape
Declare Communications Ltd
Vendors need to control operating costs
without eroding revenue growth
Declare Communications Ltd
Current Landscape
Declare Communications Ltd
Informed, budget conscious B2B technology
buyers are looking for advice, best practice,
reference points and tangible business impacts
ahead of product pitches or standalone solutions
Declare Communications Ltd
Current Landscape
Declare Communications Ltd
Buyers disappointed with vendors’ sales
engagement
Almost 60% indicate that sales people are poorly prepared for
meetings / engagements
(Source: IDC)
Declare Communications Ltd
Current Landscape
Declare Communications Ltd
On average, 50% of sales people are
missing quota(Source: IDC)
Declare Communications Ltd
Current Landscape
Declare Communications Ltd
Over 65% of vendor switching is due to sales
relationship problems(Source: IDC)
Declare Communications Ltd
Current Landscape
Declare Communications Ltd
Vendors expect to quantify returns from their
investments in CRM, sales automation & sales
enablement systems
Declare Communications Ltd
Current Landscape
Declare Communications Ltd
Sales leaders are under pressure to improve the
productivity of their sales organisations in terms
of sales effectiveness and sales efficiency
Declare Communications Ltd
Declare Communications Ltd
So, how can these issues be addressed?
It’s time for a rethink ....
Time for a Rethink
If the average cost of engaging with customers as
a percentage of revenue is not only outstripping
revenue growth but also eroding profit margins,
how can vendors enable their customer-facing
teams to ... Declare Communications Ltd Declare Communications Ltd
Time for a Rethink
Declare Communications Ltd
Become more insightful & responsive to the
current needs and expectations of their
customers?
Declare Communications Ltd
Time for a Rethink
Declare Communications Ltd
Increase their productivity & output?
Declare Communications Ltd
Time for a Rethink
Declare Communications Ltd
Deliver customer value in line with their
company’s capabilities and offerings?
Declare Communications Ltd
Time for a Rethink
Declare Communications Ltd
Extend their capabilities beyond ‘product sellers’
or ‘order takers’ to become ‘trusted advisors’ or
‘partners’ and sit alongside their customers
throughout the buying process?
Declare Communications Ltd
Time for a Rethink
Declare Communications Ltd
Step up to meet the needs of new growth
opportunities afforded by entering new markets
with new product offerings?
Declare Communications Ltd
The Need for a Managed Approach
Declare Communications Ltd
To redress the balance between the investment in selling and
revenue growth, B2B technology vendors are making the transition
from ad-hoc, random, fragmented product and sales training to a
managed sales enablement approach where the
start point is solving the customer’s problem rather
than selling the company’s products or solutions.
Declare Communications Ltd
Declare Communications Ltd
I understand all that ....
but where does Declare come in?
Declare & Sales Enablement
Declare Communications Ltd
Declare’s managed approach to sales enablement helps B2B
technology vendors equip customer-facing employees and partners
with the ability to engage in valuable customer interactions
aimed at solving customer problems consistently and
systematically at each stage of the buying cycle.
Declare Communications Ltd
Declare Communications Ltd
Hmm ..... this sounds like it could be interesting.
But how does Declare deliver a ‘managed
approach’ to sales enablement?
I’d like to understand more ...
Declare Communications Ltd
Managed Approach to Sales Training,
Enablement & Readiness
Introducing MASTERS
Declare Communications Ltd
Executing Business Strategies in the Field
With a focus on customers, MASTERS is an integrated
services approach to the development and delivery of sales
enablement programmes for B2B technology vendors
that connects business strategy with sales execution.
Declare Communications Ltd
Focus on Customers
Expectations, Needs, Objectives, Results Experience Satisfaction Relationship Value Interaction Perception Awareness
CUSTOMERS
Declare Communications Ltd
Focus on Customers
Expectations, Needs, Objectives, Results Experience Satisfaction Relationship Value Interaction Perception Awareness
Assets Processes Methodologies Tools Knowledge Content Systems
Sales OrganisationBusiness Priorities, Desired Outcomes
CUSTOMERS
Declare Communications Ltd
Focus on Customers
Expectations, Needs, Objectives, Results
Stakeholder FunctionsX-function, Collaboration, Orchestration
Experience Satisfaction Relationship Value Interaction
Corporate Marketing Operations Talent Management Product Management
Perception Awareness
Assets Processes Methodologies Tools Knowledge Content Systems
Sales OrganisationBusiness Priorities, Desired Outcomes
CUSTOMERS
IT Service & Support
Declare Communications Ltd
Focus on Customers
Expectations, Needs, Objectives, Results
Stakeholder FunctionsX-function, Collaboration, Orchestration
Experience Satisfaction Relationship Value Interaction
Corporate Marketing Operations Talent Management Product Management
Perception Awareness
Assets Processes Methodologies Tools Knowledge Content Systems
DevelopProgramme
RolloutOutcomes &
ReportingAssessNeeds
MASTERSContent &
CommunicationMetrics &Scorecard
Continuous Reinforcement & Refresh
Sales OrganisationBusiness Priorities, Desired Outcomes
CUSTOMERS
IT Service & Support
Declare Communications Ltd
OK I get it!
Declare offers a managed approach to sales
enablement delivered through a combination of
consulting, programme development and
implementation services.
Spot on!
Declare Communications Ltd
But without content, sales enablement is still just
product and sales training isn’t it?
You’re right – and that’s why we’ve built out what
we call the Sales Enablement Content Model.
This draws on content from right across your
business and brings it together in a way that’s
right for your customer-facing teams.
Declare Communications Ltd Declare Communications Ltd
Sales Enablement Content Model
Comprehensive,co-ordinated, current content
delivering a ‘consistent voice of customer value’ to the field at each stage of the
buying cycle
Sales Enablement Content Model
Declare Communications Ltd
Draw on content from across the business
Assess value, relevance & currency
Develop new or re-purposed content as needed
Determine optimum format, delivery &
communication methods
Align content to buying process
Declare Communications Ltd
Declare Communications Ltd
Right, I get the picture.
But how do you communicate all this content to
sales people?
What are the points I need to consider?
What’s the best approach?
Declare Communications Ltd
Communications Approach
Understand & use the language of sales
Avoid randomising the field
Focus on quality vs quantity
Personalised to meet individual needs; roles, industry sectors, territories
Reflect local market requirements
Make content held in sales portals or content management systems more appealing, valuable & easily accessible
Draw on integrated, digital communications techniques
Recognise that sales enablement is not enterprise content management
Stimulate interest & demand for sales enablement programmes by being:
Relevant
Timely
Valuable
Declare Communications Ltd
These are all really useful pointers.
This is really making me think about how we’re
currently managing and delivering our sales
enablement – not just for our own sales people
but for our partners too.
Another question.....
Declare Communications Ltd
We have to make sure we get our sales people
and partners up and running from the minute
they join us in whatever role or sector they’re in.
Can the Declare MASTERS approach help?
No problem. Let us show you ....
Declare Communications Ltd
3 Integrated Delivery Elements
Meeting individual & role needs
Onboarding New to company
New to role
New to team / division / region
Blended self-service, online, & instructor-led delivery
Drive behaviour, actions & outcomes
Declare Communications Ltd
3 Integrated Delivery Elements
Meeting individual & role needs
Onboarding New to company
New to role
New to team / division / region
In Role Role-based
Tenure
Experience
Skillsets
Local market needs
Customer segments
Blended self-service, online, & instructor-led delivery
Drive behaviour, actions & outcomes
Declare Communications Ltd
3 Integrated Delivery Elements
Meeting individual & role needs
Onboarding New to company
New to role
New to team / division / region
In Role Role-based
Tenure
Experience
Skillsets
Local market needs
Customer segments
Reinforcement Application
Knowledge sharing
Networking
Community building
Refresh
Coaching
Blended self-service, online, & instructor-led delivery
Drive behaviour, actions & outcomes
Declare Communications Ltd
So what Declare offers is a complete consultative
approach by taking what we need to do
strategically with our customer-facing teams and
turning this into the practical delivery of sales
enablement programmes.
Right!
Declare Communications Ltd
.... but how would you define the value of a
managed approach to sales enablement?
The Value of a Managed Approach
Declare Communications Ltd
Enhances sales ability to meet buyers’ needs & expectations
Aligns sales enablement to business strategies & sales priorities
Integrates with Go-to-Market strategies
Aligns marketing activities, process & output to sales process & needs
Optimises resources, content & tools
Increases the impact & relevance of messaging & value propositions
Improves sales access to knowledge & information; internally & externally
Ensures sales methodologies, processes & systems are consistently applied
Drives sales team communications & collaboration
Builds on best practices
Increases sales productivity ..... over time!
Declare Communications Ltd
Declare Communications Ltd
Also Addresses Operational Issues
Ability to deliver consistent customer value
Customer satisfaction (NPS)
Applying capabilities to customer needs
Sales & marketing alignment
Cost & operating efficiencies
Employee motivation, knowledge retention, satisfaction
Internal communications
Collaboration & teamwork
Community building, social networking
Applying systems, tools, processes
MASTERS – A Platform for Growth
Customer-facing Teams
Business Outcomes
Alignment
Sales Enablement
Right content, right person,right time, right format
Declare Communications Ltd
Priorities, needs
Revenue growth
Customer satisfaction
Sales performance
Declare Communications Ltd
So in value terms, through our managed
approach to sales enablement, we’re working to
help our clients achieve 3 things ...
Sales productivity
Operating efficiencies
Ability to demonstrate & communicate customer value
Achieve these and returns on investment in the
selling system and revenue growth will follow.
Declare Communications Ltd
Sounds like a sound approach and makes good
business sense.
But where’s the proof?
Declare Communications Ltd
Read full case study - http://www.declare.co.uk/sales-alignment-and-enablement/
“Declare recognises that it takes a whole team to ensure an excellent customer experience. They were a great partner in our efforts at Microsoft to provide targeted sales enablement for our enterprise sales people globally.”Global Director World Class Selling
“Declare are professional business leaders with a great track record of transformational success from their time in the IT industry. If you are looking for fresh ideas to re-energise your business, getting the most of your sales people, with clear focus and goals, Declare is a company who can help you achieve this.”Business Manager, Enterprise & Partner Group
“The success of Declare’s MASTERS approach to sales enablement in the UK led to the Declare team working in other EMEA countries for Microsoft.”Sales Excellence & Operations Lead, Enterprise & Partner Group Declare Communications Ltd
Declare Communications Ltd
Read full case study - http://www.declare.co.uk/building-a-customer-ready-business/
“Declare invests significant time in appreciating all aspects of the company’s offerings, culture, key sales messages, customer expectations, competitors, USPs, and value propositions. They design and execute extremely professional and effective Sales Enablement programmes that deliver (in all cases) improved staff morale, focused and clear sales methodologies, improved ‘solution-sell’ attitude, and an ongoing sales enablement model that ensures sales success and staff retainment.”Executive Vice President EMEA
“Declare combines a deep understanding of technology with an inspirational capability through their communication skills to drive and bring value in a company.”Sales Director EMEA
Declare Communications Ltd
I’m liking this.
One more thing – who are Declare?
Declare Communications Ltd
About Declare
• IT industry professionals providing demand generation, sales enablement, communications & content and customer reference services to B2B technology vendors
• Experienced, passionate people with the necessary
business expertise coupled with sales & marketing skills to bring value to clients
• Join us online at:• Declare Blog• LinkedIn• @Declare_Comms
Declare Communications Ltd
Take a look ... watch the video
MASTERS in Action
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