crossing the conversion gap
DESCRIPTION
Demand Gen Report's Strategy & Planning Series session presented by Corporate Visions #SPS2014TRANSCRIPT
Session sponsored by
#SPS14
Crossing the Conversion
Gap: Sales Enablement
Strategies to Ensure
Generated Demand Gets
Closed
#SPS14
Questions / ON24 Logistics
• Download this white paper.• View our podcast.• Take our assessment• …
#SPS2014
Follow this webinar on Twitter
#SPS2014Demand Gen Report: @DG_Report
Corporate Visions: @corpv
Patrick Flanigan: @pkflanigan
Tim Riesterer: @TRiesterer
#SPS2014
About Demand Gen Report
@DG_Report
http://linkd.in/DG_Specialists
• Launched in 2007 to track best practices in lead generation
• Newsletter has grown to more than 28,000 readers
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#SPS2014
Panelists
MODERATOR:
Patrick FlaniganVice President, Sales Enablement
ADP
Andrew Gaffney, Editor,
Demand Gen Report
Tim Riesterer,Chief Strategy and Marketing Officer
Corporate Visions
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
60%
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
60
NO DECISION
%
60%
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
60
NO DECISION
%
60%
74%Create
Buying Vision
26%Competitive Bake-Off
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
60
NO DECISION
%
60%
74%Create
Buying Vision
26%Competitive Bake-Off
Only 11%Get a second call
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
60
NO DECISION
%
60%
Solution Presentations
MOST Prepared
2nd LEAST Important
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
60
NO DECISION
%
60%
Solution PresentationsOpportunity Creation
MOST Prepared
2nd LEAST Important
LEAST Prepared
MOST Important
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Self--Service Demand Generation
60
NO DECISION
%
60%
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service Demand Generation
Sales Enablement
60
NO DECISION
%
60%
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service
60
NO DECISION
%
60%
Infographic e-BookVideo
Demand Generation
Sales Enablement
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service
60
NO DECISION
%
60%
Infographic e-BookVideo
Presentation Proposal
Demand Generation
Sales Enablement
Collateral
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service
60
NO DECISION
%
60%
Infographic e-BookVideo
Presentation Proposal
Demand Generation
Sales Enablement
CollateralMISSING?!
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60%
Infographic e-BookVideo
Presentation Proposal
Demand Generation
Sales Enablement
CollateralMISSING?!
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60%
Infographic e-BookVideo
Presentation Proposal
Demand Generation
Sales Enablement
CollateralMISSING?!
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60%
Infographic e-BookVideo
Presentation Proposal
Demand Generation
Sales Enablement
CollateralPlaybook Whiteboard
26
Opportunity Creation
Playbook
Point of View
Whiteboard
27
Opportunity Creation
Playbook
Point of View
Whiteboard
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
POINT OF VIEW WHITEBOARD
INSIGHT UNSAFE PROOFNEW SAFE
Tell them something they
don’t know about problem
they don’t know they have.
Show them why their status quo
is unsafe and why they “can’t get there from
here?”
Show them a contrasting new safe path that
resolves the risks previously identified.
Tell a story with contrast about a
comparable company that
successfully made the change.
36
Opportunity Creation
Playbook
Point of View
Whiteboard
37
Opportunity Creation
Playbook
Point of View
Whiteboard
Status Quo Buy
“Why change?” “Why you?”
-3 -1 +1 +2 +3-2
Opportunity Creation
Playbook
Support most important activity
Powerful “why change” content
Status quo busting skills
Status Quo Buy“Why Change?” “Why You?”
-3 -1 +1 +2 +3-2
Sales-Directed
Self--Service
CONVERSION GAP
60
NO DECISION
%
60%
Infographic e-BookVideo
Presentation Proposal
Demand Generation
Sales Enablement
CollateralPlaybook Whiteboard
win.corporatevisions.com/dgr
#SPS14
Submit Your Questions
• Download this white paper.• View our podcast.• Take our assessment• …
#SPS2014
Q & A // Panelists
MODERATOR:
Patrick FlaniganVice President, Sales Enablement
ADP
Andrew Gaffney, Editor,
Demand Gen Report
Tim Riesterer,Chief Strategy and Marketing Officer
Corporate Visions
All of the Strategy Planning sessions will be available On-Demand at:
http://bit.ly/1xyFJTy
This concludes the Strategy Planning Series!