digital: from communication engagement to sales impact
TRANSCRIPT
Sales EnablementBoosting revenue and sales productivity
November 18th 2015
Disruption is everywhere… from politics
Disruption is everywhere… from politics…to e.g.construction
But maybe also your current sales processes
The Conversation Shift
‘17‘16 ‘18‘10 ‘11 ‘12 ‘13 ‘14 ‘15
58.1%63.0% 58.2%
‘19TIME%
sal
es re
ps a
ttain
ing
thei
r quo
ta
Some orange flags for your sales team
Only 19% of meetings are valuable to executive buyers
22% of their time actively selling.
30 hours/month looking/creating content
25% budget content creation
70% content never used
Red flag for your marketing content
7-15% of turnover for marketing
FOR EVERY
100M€ OF REVENUE
1,5 M€OF
CONTENT WASTE
From a Sales Centric Process with Marketing driven content
CONTACTED QUALIFIED DEMO PROPOSAL CLOSED
Help a client gain Offer a client Assist a client with the
AWARENES EDUCATION SELECTION USE and EXPANSIONEnable a client for
ONBOARDINGHelp a client with
NUYMBEROF
CLIENTS
PERSONA’SJOURNEY
PERSONANEED’S
1
2
3
4 56 7 8
9
WHAT EVERY CUSTOMER THINKS
1) WHY DO I NEED THIS2) WHY DO I NEED THIS NOW3) WHY SHOULD I PICK YOU
Help me find you: search term results, great web site and valuable content
Insights, infographics, social: #,@, Linkedin pulse
Have a conversation with me : short to the point webinars, white papers
How it solves the problem, the ability to integrate, Simple UI/UX experience
How it solves the problem, the ability to integrate, Simple UI/UX experience
Help me with a trade-off: proposal, references, qualifications criteria, recommendations
Share best practices: how to video’s, user generated content, community events
To a buyer aligned process with sales driven content
Help a client gain Offer a client Assist a client with the
AWARENES EDUCATION SELECTION USE and EXPANSIONEnable a client for
ONBOARDINGHelp a client with
NUYMBEROF
CLIENTS
1
2
3
4 56 7 8
9
PERSONA’SJOURNEY
PERSONA’SNEED’S
… sales enablement aligning Sales - Marketing - Product
Sales Marketing
Product
Sales enablement
…Grasp the opportunity
Alignment =
• 19% Faster Revenue Growth
• 15% Higher Profitability$$$$
With enablement
function
No enablement
function
+8.2%88.5%
80.3%
Sales Force Enablement - Defined by CSO Insights
A strategic, cross-functional discipline
designed to increase sales and productivity
by providing integrated content, training and coaching services
for sales people and frontline sales managers
along the entire customer’s journey,
powered by technology
Sales Conversation ComplexityMarketing content within a sales context
Industry 1 Industry 2 Industry 3 Industry 4
Sub vertical 1 Sub vertical 2
Persona 1
Persona 2
Persona 3
8 x 3 x 5 x 6 x 4 = 3456 unique sales conversations
Messages
Messages
Messages
Insights
Insights
Insights
Goals
Goals
Goals
Questions
Questions
Questions
Competition
Competition
Competition
Objections
Objections
Objections
Solution 1
Solution 2
Solution 3
Solution 4
6 Buying phases
content is King, but context is Queen
Imagine a world where a clueless content spaghetti
No feedback
Is tranformed into snackable JIT buyer aligned content slices
Analytics
And extended toward prospect post-meeting insights
Analytics Insights
Sales Enablement Transforming Your Business
Training &
On-boarding
Direct Sales
Partner Channels
Trade Shows
MKT CONTENTIN SALES CONTEXT
EXT
content is King, but context is Queen
A sample of our 800+ customers
Pharma & Healthcare
Technology & Engineering
Construction Automotive Other
$10.5MFunding
750+ Customers
Founded2011
$10M ARREND 4Q2015
3 SPOTSGhent – LondonSan Francisco
Our Story
120+Employees
100 KDAILY USERS
96% Retention
Partners
Awards
Frederick Van Asbroeck
Lead Digital IT StrategyJ&J Medical Devices EMEA Western Markets
Showpad customer testimonial
LET’S CONNECT !
• Frederick Van Asbroeck
• Lead Digital IT Strategy J&J MD – EMEA Western Markets
Driven by the fun in:
• capitalizing on advances in technology• delivering innovation• shaping our environment• bringing technology closer to the business
OUR ROAD TO SALES ENABLEMENT
Frederick Van Asbroeck – Lead Digital IT Strategy – MD EMEA - Western Markets
About Johnson & Johnsonthe largest & most diversified health care company in the world
• Started small in 1886 in New Brunswick N.J
• + 250 operating companies in 57 countries
• Selling in 175 countries
• Appx. 128.000 employees
• MD Benelux based in Diegem (BE) & Amersfoort (NL)
• MD segments: cardiovascular, diabetes, obesity, orthopaedics, specialty surgery, surgical care, diagnostics, vision care
What’s driving our need for sales enablement• Information spread
• Information delivery
• Information lifecycle
• Reducing print
• Drive the value and use of mobile
• Insights in the use of information
• Increase Efficiency
• Continuous development
A Solution For Everything?
• Compliancy
• User Friendly
• Self Manageability
• Easy Setup & Rollout
• Device Agnostic
• Information Accessibility
• Multiple Branding, Countries & Companies
• Language Support
• Security & Delegation Of Duties
• CRM Integration
• Competitive Pricing
• True Partnership with the Vendor
Selection Criteria for a sales enablement solution
Impact on Marketing
• Increased Focus Enabled By Insights
• Saving Time & Money
• Improved Collaboration & Interactivity
• Consolidation (single repository)
• Support Guided Selling
• Faster Go To Market
• Leveraging Brand Value
Impact on Sales Management
• Insightfull Decision Making
• Improved Alignment with Marketing
• Support Customer Segmentation & Targeting
• Driving Cross Selling
• KPI measuring
Impact on Sales
• Increased Selling Time
• Personalised & Impactful Conversations
• Improved Customer Focused Interaction
• Accessibility
• Shorter Sales Cycle & Improved Conversion Rates
• Relationship Management
• Differentiation From The Competitors (Innovation & Professionalism)
Impact on Customers
• Value Driven Discussions
• Customized Information
• Instant & Accurate Information Delivery
• No Mailbox Cluttering
• Connection & Engagement With The Supplier
Best Practices For Adoption
• Evangelize
• Start Small, Think Big
• Business Champions
• Multiple Sprints
• Rethink your information structure
• Celebrate & Demonstrate Success
• Continuous Improvement
• Opportunities for Harmonisation or Integration.
• Day To Day Business Cases In Training
SEP - 10.520 views of content via the app
SEP - 1.026 views of content via a shared showcase
DEMO
Next Steps
• Further expansion & rollout within our company
• Continue importing of our legacy html5 apps
• Drive user adoption by creating a showpad community and internal awareness events
• Integration with SF.com
• Integration with various DAM
• Continue to bombard Showpad with future feature requests J
Questions & Answers