global social selling program...social selling phil lurie, vp, sales technology desmond moran, head...

INTERNAL

Kirsten Boileau, SAP

Michael Labate, SAP

Joel Le Bon, Ph.D., Johns Hopkins University

Today’s B2B buyer requires modern selling behaviors, as well as renewed ways of measuring impact.

© SAP SE or an SAP affiliate company. All rights reserved.

Global Social Selling Program

2INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ© SAP SE or an SAP affiliate company. All rights reserved.

University of Guelph

Bachelor of Science, Zoology/Animal Biology

Kirsten BoileauGlobal Head of Regional Engagement,

Localization and Social Selling SAP

2018 SAP Marketing Excellence Awards (2x)

2018 Stevie Award – Best Marketing Team

2017 The Wires – Best B2B Marketing campaign

2017 dotCOMM Gold Winner

kirstenboileau @kirstenboileau

3INTERNAL© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ

SOURCES

Corporate Executive Board 2012 – New Decision Timeline

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

Corporate Executive Board 2013 – Winning The Consensus Purchase

IDC 2014 — Decision-makers engage in social media

70% OF A BUYERS

JOURNEY AND UP TO

90% OF THE

DECISION IS MADE

BEFORE CUSTOMERS

ARE READY TO TALK

TO A VENDOR

7of B2B buyers use

social media to be more

informed on vendors

75%of decision makers say

they never respond to

cold outreach

90%people are involved

in the average B2B

buying decision



Have you

ever felt

like this?


“ribowa


History | SAP Social Selling

2012-13

501000LinkedIn Sales

Navigator

Licenses

2015

7xpipeline in

Manila,

Philippines

2014

Marketing

& Sales join hands to

train and enable

at SCALE

2016

€ 2Bpipeline

€ 1Bwon & booked

attributed

2017

11k trained

15k

+4% p.p.better conversions

+300%bigger deal sizes

LISN licenses

2018+

INNOVATE



Our journey

at SAP

looked

more like

this…


“

ribowa


Key factors


▪ Communication

▪ Focus on behaviors before tools

▪ Tools stack

▪ Continuous coaching

▪ Reward / reinforcement

▪ Leadership Commitment

▪ Measurement / feedback mechanism


Scale

LinkedIn Sales Navigator

licenses issued

15,000

People trained

globally

14,000


Enterprise Social Selling Program

6Global Leads

35+ Regional PMs

volunteers

14,000+ Trainees

250+ Global Trainers

volunteers

https://www.google.ca/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwifyoSOuenZAhUM6WMKHfGqAQ4QjRwIBg&url=https://www.iconfinder.com/icons/317725/linkedin_social_icon&psig=AOvVaw3QirCC5MeGiZ00uPzRLj2v&ust=1521035546989775


Social behaviors at SAP convert opportunities up to 2 percentage points

higher, lift quota attainment by 60%, and increase opportunity ownership by

200%, resulting in deals that are 3x larger in revenue on average.


dotCOMM Gold WinnerWinner of Bronze

Stevie® Award

Winner of The Wires 2017Best B2B Campaign

Best B2B Campaign of

The Year


Northwestern University – Kellogg School of Management

Executive MBA | 2019

Penn State University

Bachelor of Science, Business

michaellabate @michaelnlabate

Michael LabateHead of Program Development &

Operations, Social Selling AP

Member of the Global Leadership Team |

Sales Enablement Society

2018 SAP Marketing Excellence Awards (2x)

2018 Stevie Award – Best Marketing Team

2017 The Wires – Best B2B Marketing campaign

dotCOMM Gold Winner


ChangeCHānj/


verb

1. make or become different.

2. make or become a different substance entirely; transform

3. (of the moon) arrive at a fresh phase; become new.

▪ Simple to say

▪ Profoundly complex

▪ Effects everyone

▪ Constant


Epochs

Foundation of Change

Learn + Connect, Create, Share, Engage

1990-1994 1995+ 2005+ 2010+ 2012+ 2018+ The Future

Web 1.0 Web 2.0 Web 3.0 Web X+

+ Solve

▪ ENGAGE COMMUNITY

▪ CREATE VALUE

▪ EARN TRUST

Peer-to-Peer Influence =


This buyer turns to

LinkedIn to learn how

to solve a problem.

There were no

demand agents or

sales reps present for

more than 2 days

(too late).

Peers have become

the influencer.


The idea.If modern buyers require modern sellers, then marketing and

sales leaders require new ways to measure performance.


2016

€ 2Bpipeline

€ 1Bwon & booked

attributed

2017

11k trained

15k

+4% p.p.better conversions

+300%bigger deal sizes

LISN licenses ?

2018+

KEY INDICES


+

Context

How much better or worse are

industry equities performing against

a market index?

Equity Markets rely on

Key Indices


Can we measure people this way?

“Yay—we exceeded quota!

But wait… we’re underperforming the index.


Social Selling Key Indices Project

Where are we

today?

PHASE I

Completed 2016

Pipeline &

Revenue

Integrated

‘Social Selling’

flags into CRM

PHASE II

Completed 2017

Key Indices

Dashboard

Launched

Social Selling Key

Indices Dashboard

PHASE III

2018+

Key Indices

Integration

Integrate

Social Selling Key

Indices data in to

performance

review



Social Selling Key Indices Portfolio

Enhancing common

metrics with

dynamic averages

(indices)

Lead-to-

acceptance

Index

Volume

Conversion

Index

Value

Conversion

Index

Deal Size

(W&B)

Index

Speed to

Close IndexOpportunity

Size Index

Win/Close

Index

Lost &

Discontinued

Index



Regional Resultsfor General

Business / CloudEMEA +8.1

NA +6.8

LAC +4.4

China +2.8

APJ +2.3


Pipeline Value Conversion Index (in p.p.)

+2.8

+1.5

-0.9

-2.5

-3.0

Social vs. Non-Social

Performance Delta

Compared to

Global Index

+5.3Outperformers help

others learn and excel+

Underperformers get

training support


Local Results“How is my team

performing against

the Pipeline Value

Conversion Index?”

Pipeline Value Conversion Index

Global

+5.3 p.p.Above non-Social

Selling

EMEA


Selling

+2.8 above global

index

Germany


Selling

-1.9 below global

index

-4.7 above regional

index (EMEA)

“My Team”


Selling

-2.4 below global

index

-5.2 above regional

index (EMEA)

-0.5 below country

index (Germany)



Local Social Selling

trainers respond


Pipeline Value Conversion Index

Global


Selling

EMEA


Selling

+2.8 above global

index

Germany


Selling

-1.9 below global

index

-4.7 above regional

index (EMEA)

“My Team”


Selling

-2.4 below global

index

-5.2 above regional

index (EMEA)

-0.5 below country

index (Germany)

Symptoms

Prompt

Diagnostic

Triage


Key Indices Charter

SAP Key Indices Innovation Lead

Michael Labate, Head of Program Development &

Operations, Social Selling at SAP | Member of the

Leadership Team, Sales Enablement Society

SAP Internal Strategic Advisors


Ken Hamel, SVP, Global

Customer Strategy

and Sales

Operations

Marco Mueller, SVP, Regional

Marketing,

Americas & Asia

Pacific Japan

Matthew

Iacoviello, Head of Sales

Technology

Tony Pante, COO, GBGC

Digital

Transformation

Office

Shawn

Robertson, VP, GB Digital

Transformation

Office

Firdaus Shariff, VP, Global

Marketing,

Demand Programs

and Engagement

Kirsten Boileau, Global Head of

Regional

Engagement and

Social Selling

Phil Lurie, VP, Sales

Technology

Desmond

Moran, Head

of Enterprise

Analytics,

Marketing

Fabrice

Cinquin, Head of BMO,

Global Digital

Marketing

Industry leaders are with us

External Academic Advisory Lead

Joël Le Bon, PhD, Marketing & Sales Professor, Faculty Director

for Leadership in Digital Marketing & Sales Transformation, Johns

Hopkins University Carey Business School

External Strategic Advisors

Peter Ryan,

(Former) Hewlett

Packard Enterprise

Chief Sales

Officer, Senior

Advisor, Global C

level executive

Tamara

Schenk, Research

Director at CSO

Insights, The

Research

Division of Miller

Heiman Group

Gerhard

Gschwandtner, Founder and CEO

at Selling Power

Magazine

Jill Rowley, Chief Growth

Officer at Marketo

and Sales for Life

Jamie

Shanks, CEO

at Sales for Life

Dr. Howard

Dover, Director, Center

for Professional

Sales at UT

Dallas

Jason Cunliffe, VP Custom

Solutions,

Thought

Leadership &

Sales Enablement

Programs at IDC

Tim Hughes, Best-selling

author, Co-

Founder and

CEO of Digital

Leadership

Associates

External Academic and Strategic Advisors are on a volunteer basis.

Walter

Pollard,

Founder and

CEO of Brand

Fuzion


Scott Santucci, President & Chief

Growth Catalyst at

Growth

Enablement

Ecosystems


Imagine your world...driven by key insights

designed to change the

way people engage the

modern buyer.

Key Indices.



lebonjoel @Joel_LeBon

Université Paris Dauphine

Ph.D., Marketing | Summa Cum Laude

Northwestern University – Kellogg School of Management

I.T.P.

Penn State University

Post-Doctoral Studies, Smeal College of Business

Joël Le Bon, Ph.DMarketing & Sales Professor,

Leadership in Digital Marketing & Sales

Transformation Faculty Director |

The Johns Hopkins University - Carey

Business School

Member of the Board of Advisors |

Sales Enablement Society

INTERNAL

Global Social SellingKey Indices


The Research


Sample size: 10,190 active LinkedIn Navigator users

Countries: 54

Users: KA (Key Account Managers) & GB (General Business)

Time span: 2017 (for LinkedIn SSI) > 2018 (for SSK Indices)

Research Framework: Sample & Demographics



LinkedIn SSI Score

• Establish Your Brand Score

• Find the Right People Score

• Engage With Insights Score

• Build Relationships Score

SSK Indices

• Value Conversion Index

• Volume Conversion Index

• Deal Size (W&B) Index

• Opportunity Size Index

• Speed to Close Index

• Lost & Discontinued Index

Social Selling Engagement Performance Indices

Research Framework: The Performance Drivers Model



LinkedIn SSI Score





SSK Indices











.23

.40

.29

.24

0 0,05 0,1 0,15 0,2 0,25 0,3 0,35 0,4 0,45

Build Relationships

Engage with Insights

Find the Right People

Establish your Professional Brand

What Drives the Overall LinkedIn SSI Score (Y) = f (x1,…, x4)



LinkedIn SSI Score





SSK Indices











ns

.49

ns

ns

.85

.50

ns

ns

ns

ns

ns

ns

ns

ns

ns

ns

ns

ns

ns

.50

ns

ns

.60

ns

0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9

Lost & Discontinued Index

Speed to Close Index

Opportunity Size Index

Deal Size (W&B) Index

Volume Conversion Index

Value Conversion Index

What Drives the Social Selling Key Indices / GB (Y) = f (x1,…, x4)

SSI Brand Sc.

SSI People Sc.

SSI Insights Sc.

SSI Relationships Sc.



ns

ns

ns

ns

ns

ns

ns

ns

.45

.56

ns

.62

ns

ns

ns

.74

ns

.59

ns

ns

ns

ns

ns

ns

0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8

Lost & Discontinued Index

Speed to Close Index

Opportunity Size Index

Deal Size (W&B) Index

Volume Conversion Index

Value Conversion Index

What Drives the Social Selling Key Indices / KA (Y) = f (x1,…, x4)

SSI Brand Sc.

SSI People Sc.

SSI Insights Sc.

SSI Relationships Sc.



GB dynamic average indices/performance is about: Volume, Value & Speed

And mainly relies on: LinkedIn SSI Establish Your Professional Brand

LinkedIn SSI Build Relationships

KA dynamic average indices/performance is about: Value & Deal/Opportunity Size

And mainly relies on: LinkedIn SSI Find the Right People

LinkedIn SSI Engage with Insights

Conclusion & Recommendations



In General Sales:

Professional branding is critical for differentiation

Build relationships takes time, but accelerates deals volume, value & speed

In Complex Sales:

Continously searching for the right people creates value & opportunities

Staying at the top of the industry takes time, but engages complex customers

Dynamic & Differentiated Social Engagement & Enablement


Thank you.


Kirsten Boileau, SAP

Michael Labate, SAP

Joel Le Bon, Ph.D., Johns Hopkins University

global social selling program...social selling phil lurie, vp, sales technology desmond moran, head...

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