sales enablement: driving the critical last mile of engagement
Post on 16-Apr-2017
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#C2C16
SalesEnablement:TheCriticalLastMileOf
Engagement
#C2C16
#C2C16
Moderator:• MattHeinz,President,HeinzMarketing
Panelists:• KenRoden,Prodcut Marketing&SalesEnablement
Strategist,Payscale
• StephanieLee,Manager,CustomerMarketing,Zendesk
• CourtneyCaldwell,President,TheWriteOne
SalesEnablementatPayScale
#C2C16
www.payscale.com
SalesReps
Backin2014…
ConcernedaboutSalesproductivity
Stretchedthin
Contentunused
Frustrated
Unabletofind tools
Makingtheirown
SalesManagement
Marketing
www.payscale.com
SetupHighspotenvironment
Engageinfluencers
Createanactionplan
BuildingandBuying
DemandGeneration
MktgLeadership
SalesOps
SalesMgmt
•New•SalesExce
www.payscale.com
Rollout
Trainings
GrassrootsIncentiveprogram
Provide“carrot”toensureadoption
www.payscale.com
TheResults
SalesReps
Salesproductivity Focusonskillsdev.
StretchedthinFocusoncoaching
Contentunused
Frustrated
Unabletofind tools
MakingtheirownLongtermgoal
SalesManagement
Marketing
www.payscale.com
“FindingnewnewstuffiswhereHighspotisreallybeneficial- it'sgreattoseenewcontentinthe"featuredcontent"sectiononthehomepage.”
-AlexHall
www.payscale.com
Ensureadoption
Continuetoevangelize
Overshare
KeyLearnings
www.payscale.com
Continuetooptimizesalestoolsandcontent
Leverageanalyticsfordeeper,actionableunderstanding
BetatoAccountManagementTeam
What’sNext
#C2C16
ZendeskSalesEnablementTakeaways
StephanieLee,Manager,CustomerMarketing,ZendeskCourtneyCaldwell,President,TheWriteOne
#C2C16
ZendeskProjectKPIs
Metrics Results
EstablishpositiveQoQrunrateforOBbookings
OBbookingamountincreased130%QoQ
Improve2015OBbookingattributionby2.5points
OBbookingattributionup15+points,OVERHALFoftotalbookingMRR
IncreasenetnewOBdealsgenerated 23%increaserealizedYoY
IncreasepipelinegeneratedbyOBSDRs 24%increaserealizedYoY
Improvespeedofclose WhenSource=OB,conversionvelocityimproved9%YoY
Newprescriptive templates generated68%of OBMRR inQ115
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KeyZendeskLearnings
Highlights* Lowlights
Theaveragedealsizeimproved 3Xinlessthan6months(recalibration ofpersonas,training)
Theaveragedealsizeperopptywaslowestwithin projecttimeframe (butstill25%betterthan2014actuals)
OBSDRonboarding timeframeandlearning curveshortened
AsOBSDRperformanceimproved,teammemberswerepromotedoutofdepartment
*Overall,headofsalesandheadofmarketingnowtightlyalignedonpipelinemanagementandsalesforecasting
Questions?
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ThankYou
#C2C16
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