Sales enablement 1.0
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The document outlines a sales enablement planning strategy aimed at equipping sales teams with essential tools and content to improve sales performance. It highlights the challenges faced by sales personnel, emphasizes the importance of targeted content creation, and suggests methodologies for training and engagement. Key elements include understanding customer needs, utilizing various content formats, and continuous assessment of training effectiveness.
Sales enablement 1.0
- 2. 息 Digital Route AB 2013 - Proprietary and Confidential Information Sales enablement is a measurable set of activities that equip sales teams with tools, techniques, and insights that increase sales results. Knowledgetree
- 3. 息 Digital Route AB 2014 - Proprietary and Confidential Information 3 Sales Enablement Salespeople are facing obstacles at every turn: 73% of sales reps believe better data would help them win more deals 89% of sales reps have missed sales opportunities because of missing information (or overload) Sales spend to much time looking for and create content (up to 70% Forrester)
- 4. 息 Digital Route AB 2014 - Proprietary and Confidential Information 4 Goals Ensure Salespeople are equipped to have valuable conversations that help buyers advance through their buying process. Messages & strategies that are learned from experience with buyers. Adds value in sales conversations! Build e-learning plan
- 5. 息 Digital Route AB 2014 - Proprietary and Confidential Information 5 Lessons learned Treat sales enablement content creation like a Marketing Campaign: Target Message to different Stage in the Buying Cycle Think about our Audience.. The Sales Team卒s Add a Call-to-Action after each sales training Measure all content Reward Achievements Salespeople are driven by goals, which makes an achievement-based training program another excellent option. Sales Enablement is not just Videos Playbooks Q&A卒s Messaging document The videos just connect the dots .
- 6. 息 Digital Route AB 2014 - Proprietary and Confidential Information 6 Follow The Customer Through Their Cycle Find Justification/ Learn Engage Buy Renew Upgrade We might have a problem. We understand our problem and need a solution. Your solution applies to our needs. The business case applies to our needs. We need reassurance we made the right decision. Educate Enable Reinforce Customer buying process Sales Person needs Sales Enablement Content The Fuel Sales Enablement Technologies The Engine
- 7. 息 Digital Route AB 2014 - Proprietary and Confidential Information 7 Follow The Customer Through Their Cycle Find Justification/ Learn Engage Buy Renew Upgrade We might have a problem. Educate Enable Reinforce Customer buying process Sales Person needs Thought Leadership: Articles Social Media Newsletters White Papers We understand our problem and need a solution. Your solution applies to our needs. The business case applies to our needs. We need reassurance we made the right decision. Product/Solution: Webinars Reports Product Collateral Video卒s Value: Case Studies Blogs Sub-sites Self-Guided Demo Competitive Edge: Demos Competitive Tools Testimonials Financial Justification: Trials ROI Tools Proof of Concept We might have a problem.
- 8. SA Plan
- 9. 息 Digital Route AB 2014 - Proprietary and Confidential Information 9 Planning Audit existing material What can be used, re purposed What is missing Sales Playbooks (guides) Analytics Persona content Product content Customer success content Q&A卒s ROI material Build Production plan Knowledge transfer plan (e-learning) Planning
- 10. 息 Digital Route AB 2014 - Proprietary and Confidential Information 10 Engagement E-learning plan Videos Presentations White boarding animations Solution selling tools External reports (proof) Collaboration Deliver relevant an valuable content On-Demand & On-Going (robust, user friendly, integrated with CRM) Engagement
- 11. 息 Digital Route AB 2014 - Proprietary and Confidential Information 11 Follow-up Follow-up Results of e-learning Share results with Sales Leadership Agree on SLA卒s Get feedback CRM integration Keep training fresh (repetition key) Engagement
- 12. 息 Digital Route AB 2014 - Proprietary and Confidential Information 12 Matrix Owner Market opp Competitive Technical Sales Pre-Sales Delivery Sales: Product knowledge Drivers/qualify (persona) Domain/trend know Competitive knowledge Use Cases References (win/loss) ROI Pre-Sales: Domain/trend know Product knowledge Eco System? Competitive knowledge Use Cases Solution Design Delivery: Services offerings Product knowledge Solution Design Implementation
- 13. 息 Digital Route AB 2014 - Proprietary and Confidential Information 13 Must have sales enablement content Persona Documents In order to fully convey the value of your companys offerings, you have to fully understand your personas specifically your buyers and users. Your sales team should understand your buyers top pains, challenges, motivations and responsibilities. Product Content Ultimately your sales team should know as much information about your products as your product team experts. Various types of product specific content can help you get there, including demos, overviews, videos, solution architectures, product pages and presentations. Customer Success Content Any content that shows the value of your offerings and highlights the success of your customers is an important, credible asset for your sales team. This type of content can appear in many formats from testimonial quotes, to written case studies, to customer videos.
- 14. 息 Digital Route AB 2014 - Proprietary and Confidential Information 14 Basic SA Material Data Sheet Product Presentations Vision of Product (PPT, White Board video) Technical & Functional presentation (PPT, White Board video) Price list Competitive Analysis Objection handling main competitors Reference Cases