how to use sales enablement to increase pipeline and drive revenue
TRANSCRIPT
How to Use Sales Enablement toIncrease Pipeline & Drive Revenue
@PersistIQ@PandaDoc
@PersistIQ
Presented by:
PersistIQ and PandaDoc
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1. What is Sales Enablement?
2. 6 Key Elements in a Sales Enablement Program
3. How To Measure Your Program’s Effectiveness
4. Playbook
5. Case studies
6. Presentations
7. Quotes, proposals, contracts
8. Exit surveys
9. Battle cards
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Table of Content
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Brandon RedlingerHead of Growth, PersistIQ
Personalized Outbound Sales at ScaleThe perfect balance between Personalization and automation
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What is Sales Enablement?
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“It’s all about providing tools, systems, processes, training, coaching, and
development that ‘enables’ sales to be more effective and efficient.”
From David Brock in The Sales Manager’s Survival Guide:
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Studies by Aberdeen reveal that sales enablement leads to:
● 62% higher team quota attainment
● 205% more revenue growth
● 725% higher sales velocity
● 23% increase in lead conversion rate
versus organizations without it
The Power of Sales Enablement
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6 Key Elements in a Sales Enablement Program
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1. The program is customer-centric
2. The right tools and technology
3. Includes sales process development
4. Good content strategy
5. Access to better and more insightful data
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Sales needs to know more about marketing,
marketing needs to know more about sales, but
what’s missing is the customer
1)The Program is Customer-Centric
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2) Right Tools & Technology
There are a lot of great tools and technologies that
will help sales teams utilize content, execute
strategy, and make sales reps more effective, like
PandaDoc and PersistIQ.
IMPORTANT: First know what you need.
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PersistIQ
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Sales enablement is a very hands-on role, as
you need to be talking to all the people who are
closest to the problem.
3) Includes Sales Process Development
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Having quick and easy access to content
(marketing collateral, playbooks, etc.) is
crucial for sales teams.
4) Content Strategy
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Having tools that automate tedious tasks and
seamlessly integrate with all the other tools
reduces time spent on admin related tasks.
5) Integrated System
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1) Collect the right data
2) Regularly report it
3) Analyzing and taking action
6) Access to Better & More Insightful Data
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How To Measure Your Program’s Effectiveness
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● 4 metrics to measuring your program’s efforts
● What to look for
● How to improve
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According to a recent poll by Vantage Point, only 40% of sales enablement
programs are measured.
That means 60% of the teams that are implementing a program don’t
empirically know if it’s working.
From David Brock in The Sales Manager’s Surviva
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Expressed as a percent.
How many of your reps are consistently hitting
or exceeding their quota?
1) Quota Attainment
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Expressed as a Percent of a Rep’s Day.
How much time are reps spending actively
selling?
2) Active Selling Time
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2) Active Selling Time
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Products like PersistIQ automate
tedious tasks, allowing you to
spend less time on admin work
and more time selling.
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Expressed in months.
How long does it take for an opportunity to
close?
3) Sales Cycle
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Expressed as percentages.
What are your conversion rates from marketing
qualified leads to sales qualified leads?
What are your conversion rates from
opportunity to close?
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4) Conversion Rates in the Funnel
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Mikita Mikado, CEO of PandaDoc
Over 5000 sales teams trust PandaDoc with their sales collateral.
Thousands of presentations, quotes, proposals and contracts are sent via PandaDoc every day.
Format
Impact on Individual Performance
Impact on Your Organization
1.Content tips
2.Implementation guide
The Sales Playbook
#1:
1.Faster onboarding
2.Better training
3.Narrower focus
4.Better time management
5.Happier reps
Sales Playbook Impact
1.Less meetings
2.Consistent messaging
3.Consistent process
4.Alignment with marketing and finance
5.Clear goals
Sales Playbook implementation:1.Google Docs or Office 365 for up to 100 pages
2.Help desk software for FAQs
3.Wiki or specialized software for 100+ pages
Case Study Library
#3:
1.Better understanding of the buyer persona
2.Higher confidence
3.Higher credibility
4.Faster onboarding
Case Study Library Impact
1.Higher close rates
2.Shorter deals cycle
Case Study Tips:1.Host case studies on your website if possible.
2.Incorporate case studies in your sales process.
3.Get a few video case studies.
4.Make your case studies short, visually appealing and highlight data.
5.Measure your case studies, specifically, if they are being used and read.
Case Study How-To:1-20 case studies: your website and/or some file storage
20-500 case studies: solution that allows to categorize and tag content
500+ case studies: buy a specialized solution that automatically suggests content to sales reps
For analytics, use a document tracking tool (most of them are $10-$20/user/month)
Example:www.pandadoc.com/clients
Presentation Templates
#4:
1.More time selling
2.Better presenting skills
3.Higher prospect engagement
Presentation Templates Impact
1.Brand consistency
2.Shorter deals cycle
1.Make marketing invest in the design of your decks.
2.Personalize every presentation.
3.Build a “slide bank” for reps to copy & delete slides from.
4.Measure when presentations are opened and which slides prospects pay the most attention to.
5.Ensure marketing curates content based on client engagement.
Presentation Tips:
1-1000 slides: Google Docs and Office 365
1000+ slides: Invest in a sales enablement tool with strong tagging and content discovery features
Presentation Templates How-To:
Quote, Proposal, and Contract Templates
#5:
1.More time selling
2.Less frustration
Document Templates Impact
1. Less errors
2. Shorter deal cycle
3. Alignment with legal and finance
4. Brand consistency
5. Increased sales
1.Use sales proposals over quotes or plain contracts.
2.Get a tool to eliminate copy-pasting in and out of your CRM.
3.Allow customizations but lock certain sections of your templates from editing (legalize, terms).
4.Streamline approval process.
5.Track opens and views for timely follow-ups.
6.Include videos and client quotes in proposals.
Document Template Tips:
1-2 document per rep per month: do it manually, but use analytics tool to track opens and views
If you have more than 10 product configurations or need to calculate totals, get a CPQ tool
Adopt eSignatures into your process
Quotes, Proposals, and Contracts How-To:
Example:www.pandadoc.com/templates
Exit Surveys
#6:
1.Clarity on areas to improve
2.Alignment with a manager
3.Better sales skills
Exit Surveys Impact
1.Better sales process
2.Better sales, product, and management alignment
3.Smarter business
1.Ask about reps.
a. Domain expertise
b. Speed
c. Helpfulness
2.Ask about your sales process.
3.Ask for reasons they buy or didn’t buy.
a. Offer options to choose from
b. Offer a free-form text box
Exit Survey Tips:
1-10 deals (won or lost) / rep / month: manually
10+ deals / rep / month: integrated surveys with automatic reminders
Exit Surveys How-To:
Battle cards
#7:
1.Confidence
2.Better sales skills
3.Faster onboarding
Battle Cards Impact
1.Increased closing rate
2.Increased deal size
1. Include competitor comparison in proposals.
2.Have a short and long-form comparisons.
3.Add social validation to your statements (client quotes).
Battle Card Tips:
Example
1.The playbook
2.Case study library
3.Presentation templates
4.Quote, proposal, and contract templates
5.Exit surveys
6.Battle cards
Right Content Leads to More Sales
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Want to see how PersistIQ can enable your sales team to be more effective?
Let’s talk.
bit.ly/trypersistiq
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