linked live webcast: how top teams win in today's dynamic social selling environment
TRANSCRIPT
How Top Teams Win in Today’s Dynamic Social Selling Environment
Amy StephensSr. Marketing Manager, EMEALinkedIn
Dan LurieInsights Manager, Sales SolutionsLinkedIn
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
17.59.75.0
18.9
Social Selling Index 51.1 Social Selling Index measures adoption of LinkedIn social selling practices on a 0-100 scale
Performance on four key dimensions, each worth 25 points
CBASales Navigator Users
SSI measures your performance across the four pillars of social selling
Implementa program
Before you start, know where you’re going.
- Tim Mullen, Senior Strategy Manager Commonwealth Bank
Get senior-level buy in – it starts at the top - and be sure to maintain it.
- Joel Marans, Creative Technologist Softchoice
Get the basics right
- Victor Magariño Peñalba Chief Marketing Officer
Comunycarse
Share success
- Jeremy Harpham, Global Product Marketing, Pitney Bowes Software
Measure
- Tony Finn, Head of Acquisition Sales Vodafone UK
Successful Social Selling Implementation
Measurement
Executive buy-in
Sharing Success
Training & Tools
Track & Manageto drive change
As they adopted social selling, Tim’s team saw a dramatic increase in their Social Selling Index
Tim's team ANZ FINS
+ 79%
28.5
51.1
It’s hard to transform an entire organization - Tim’s team has some who are just starting to adopt social sellingDistribution of SSI of Tim’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
SSI Tim’sTeam avg
But Tim’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 avg
Tim’sTeam avg
Sales Connect attendees have adopted social selling similarly to Tim’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
avg
3/1/2014 1/1/2014
+48%
+36%
For CommBank, the largest increases were in creating a professional brand and building relationships
Create a professional brand
Find the right people
Engage with insights
Build strong relationships
+75%
+14%
Create a professional brand1
Find the right people2
Engage with insights3
Build strong relationships4
Target Connectivity Competition Change
Relationship Flows
SENIORITY:
CXO
COUNTRY:
Australia
Target
TARGET BUYER
SIZE OF COMPANY:
Mid-Market(200 – 1000 employees)
9KTarget Buyers
SENIORITY:
CXO
COUNTRY:
Australia
SIZE OF COMPANY:
Mid-Market(200 – 1000 employees)
Target
25%
30%
26%
21%
17%
Industry#1
Industry#2
Industry#3
Industry#4
Industry#5
Connectivity
How Connected Are We to Key Industries?
21%
22%
22%
18%
15%
Competition
CompetitorsHow Do we Compare to our Competitors?
Industry#1
Industry#2
Industry#3
Industry#4
Industry#5
25%
30%
26%
21%
17%
+7%+8% +8%
+11% +11%
+5%
+15%
+13%
+24%
+15%
Competitors
Change
Industry#1 Industry#2 Industry#3 Industry#4 Industry#5
Are We Gaining or Losing Ground?
Accountlevel
If you can’t measure it,you can’t manage it.
- Peter Drucker
It’s time to start running
