how top teams win in today's social selling environments

How Top Teams Win in Today’s Dynamic Social Selling Environment

Tony FinnHead of AcquisitionsVodafone

Nick VanWagnerDirector of Insights, Sales SolutionsLinkedIn

Which attendees have adopted social selling the most?

5Sébastien GafforiSocial Media Lead, Bouygues Telecom Enterprises 80

4Perry van BeekTrainer & Coach, LINKEDINORESULTS 81

2James Hartshorn Managing Director, EGN United Kingdom 90

3David KeeneHead of Marketing, Google for Work 82

1Alexander LowNational Director, Jones Lang LaSalle 91

Transforming into a social selling organization

Implementa program

Measure the right metrics

Track & Manageto drive change

Measure the right metrics

Serendipity to Science

ColdCallVolume

SocialSellingIndex

Laggards

1000

Leaders

The Social Selling Index (SSI) measures how well your team has embraced social selling

We identified activities that are predictive of rep success

More predictive activities

Connection requests

Engagements (rec.)

Internal connections

VP + connections

Connections

People searches

Inbound profile views

Endorsements (rec.)

Engagements (given)

Advanced searches

Profile length

Shares

Groups followed

Profile completeness

PV

Rich content on profile

Prospecting PV

InMails sent

Companies followed

SSI leaders create 45% more opportunities per quarter

than SSI laggards.

SSI leaders are 51% more likely to hit quota

than SSI laggards.

45%more opportunities

51%more likely to hit quota

So that SSI is predictive of sales success

Each of the four categories is scored from 0 – 25 making up a maximum total score of 100; LinkedIn’s Social Selling Index

Create a professional brand1

Find the right people2

Engage with insights3

Build strong relationships4

Social Selling Index (SSI)

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

16.2

14.7

9.7

18.9

Social Selling Index 59.5Social Selling Index measures adoption of LinkedIn social selling practices on a 0-100 scale

Performance on four key dimensions, each worth 25 points

VodafoneSales Navigator Users

SSI measures your performance across the four pillars of social selling

Implementa program

 Antony Finn, Head of UK Acquisitions Vodafone

A Social Selling Story

In January ‘14 saw the team weren’t going to hit their targets for the year. Traditional sales outreach was not working.

Implementation of social selling practices to build team’s social media presence, find leads and engage insightfully.

Challenge

Solution

From Inside Sales to Client Partners, Tony set the team up for the social world

Complete profile – including picture

Multimedia & blog posts

Buyer-centric language

 Antony Finn, Head of UK Acquisitions Vodafone

Social Selling is the new normal

• £30M+ in opportunities in 3 months• 1 new lead worth £45M• Secured 3 meetings for every 5 InMails sent

Results

Example• Social Selling lends to the natural culture of Sales

5 major learnings from implementation

Cold calling is dead1

Social selling is the new normal

The right message to the right person is key: personalize and deliver meaningful insights

Social selling is aligned to sales culture

It works: When implemented well, performance follows quickly

2

3

4

5

Track & Manageto drive change

Matching the increase in pipeline, Tony’s team saw a dramatic increase in their Social Selling Index

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14

43.5

59.5

Tony's Team All Sales Reps at Vodafone

+ 37%

It’s hard to transform an entire organization - Tony’s team had some laggards Distribution of SSI of Tony’s team

0 3 6 9 12 15 18 21 24 27 30 33 36 39 42 45 48 51 54 57 60 63 66 69 72 75 78 81 84 87 90 93 96 99

SSITony’s

Team avg

But Tony’s team is far ahead of most sales professionalsDistribution of SSI of all sales professionals

0 3 6 9 12 15 18 21 24 27 30 33 36 39 42 45 48 51 54 57 60 63 66 69 72 75 78 81 84 87 90 93 96 99

SSIWorld

avgTony’s

Team avg

Sales Connect attendees have adopted social selling similarly to Tony’s teamDistribution of SSI of Sales Connect attendees

0 3 6 9 12 15 18 21 24 27 30 33 36 39 42 45 48 51 54 57 60 63 66 69 72 75 78 81 84 87 90 93 96 99

SSIRoom

avgWorld

avgTony’s

Team avg

01/06/2014 01/01/2014

+38%

+68%

For Vodafone, the largest increases in SSI were in engaging with insights and building relationships

Create a professional brand

Find the right people

Engage with insights

Build strong relationships

+23%

+35%

Create a professional brand1

Find the right people2

Engage with insights3

Build strong relationships4

Target Connectivity Competition Change

Relationship Flows

SENIORITY:

CXO

COUNTRY:

Global

INDUSTRY:

Banking

Target

TARGET BUYER

FUNCTION:

IT, Engineering, Operations, Purchasing

46KTarget Buyers

1.5K

Connectivity

11%

10%

9%

8%

5%

Customer#1

Customer#2

Customer#3

Customer#4

Customer#5

Connectivity

How Connected Are We to Key Accounts?

5%

5%

10%

3%

4%

Customer#1

Customer#2

Customer#3

Customer#4

Customer#5

Competition

Competitors

How Do we Compare to our Competitors?

11%

10%

9%

8%

5%

+2%

+21%

+0%

+20%+18%

+50%

+25%

+15%

+28%

+8%

Competitors

Change

Customer#1 Customer#2 Customer#3 Customer#4 Customer#5

Are We Gaining or Losing Ground?

LearnmoreaboutLinkedInSalesSolutions:sales.linkedin.com

SalesSolutions

RelationshipReport SalesConnect2014

Want to learn more about how LinkedIn can help you sell smarter?StopbytheSalesInsightsKnowledgeHuboraskyourLinkedInSalesRepabout:1. Whygrowingyourcompany’sandpersonalSocialSellingIndexcanhelpyoucrushyourquota2. HowtoimproveyourpersonalSocialSellingIndex3. Howtobuildrelationshipswithtargetbuyersyoucareabout

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Target buyers Quintiles cares about

Targetbuyersinspecifiedlocationandfunction(s)

785,845Seniority: Director,VP,Owner,Partner,CXO

Country: UnitedStates

Function: Operations

How is Quintiles’ssales team connected to this target buyer?

How connected are Quintiles’s competitors to this buyer?

3,035 Decisionmakerpenetrationthrough1st

degreeconnections

How has connectivity changed over time vs. competitors?

Competitors selected by algorithm. Talk to your sales rep for a customized analysis.

Overlast6 months

+20.5%

785,845

Target Buyers

*1st degree connections = 2,062, as of December 31st 2013

Quintiles

*Decision makers are Director level +

% Connected vs. Competitors

Overlast6 months

+47.2%Quintiles Competitors

(~<1%)

Quintiles

AverageofCompetitors

J eanneHecht

Overview Accountlevel

Now 10/15

Transforming into a social selling organization

Implementa program

Measure the right metrics

Track & Manageto drive change

It’s time to start running