global social selling program...social selling phil lurie, vp, sales technology desmond moran, head...
TRANSCRIPT
INTERNAL
Kirsten Boileau, SAP
Michael Labate, SAP
Joel Le Bon, Ph.D., Johns Hopkins University
Today’s B2B buyer requires modern selling behaviors, as well as renewed ways of measuring impact.
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Global Social Selling Program
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University of Guelph
Bachelor of Science, Zoology/Animal Biology
Kirsten BoileauGlobal Head of Regional Engagement,
Localization and Social Selling SAP
2018 SAP Marketing Excellence Awards (2x)
2018 Stevie Award – Best Marketing Team
2017 The Wires – Best B2B Marketing campaign
2017 dotCOMM Gold Winner
kirstenboileau @kirstenboileau
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SOURCES
Corporate Executive Board 2012 – New Decision Timeline
Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level
Corporate Executive Board 2013 – Winning The Consensus Purchase
IDC 2014 — Decision-makers engage in social media
70% OF A BUYERS
JOURNEY AND UP TO
90% OF THE
DECISION IS MADE
BEFORE CUSTOMERS
ARE READY TO TALK
TO A VENDOR
7of B2B buyers use
social media to be more
informed on vendors
75%of decision makers say
they never respond to
cold outreach
90%people are involved
in the average B2B
buying decision
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Have you
ever felt
like this?
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“ribowa
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History | SAP Social Selling
2012-13
501000LinkedIn Sales
Navigator
Licenses
2015
7xpipeline in
Manila,
Philippines
2014
Marketing
& Sales join hands to
train and enable
at SCALE
2016
€ 2Bpipeline
€ 1Bwon & booked
attributed
2017
11k trained
15k
+4% p.p.better conversions
+300%bigger deal sizes
LISN licenses
2018+
INNOVATE
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Our journey
at SAP
looked
more like
this…
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“
ribowa
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Key factors
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▪ Communication
▪ Focus on behaviors before tools
▪ Tools stack
▪ Continuous coaching
▪ Reward / reinforcement
▪ Leadership Commitment
▪ Measurement / feedback mechanism
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Scale
LinkedIn Sales Navigator
licenses issued
15,000
People trained
globally
14,000
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Enterprise Social Selling Program
6Global Leads
35+ Regional PMs
volunteers
14,000+ Trainees
250+ Global Trainers
volunteers
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Social behaviors at SAP convert opportunities up to 2 percentage points
higher, lift quota attainment by 60%, and increase opportunity ownership by
200%, resulting in deals that are 3x larger in revenue on average.
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dotCOMM Gold WinnerWinner of Bronze
Stevie® Award
Winner of The Wires 2017Best B2B Campaign
Best B2B Campaign of
The Year
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Northwestern University – Kellogg School of Management
Executive MBA | 2019
Penn State University
Bachelor of Science, Business
michaellabate @michaelnlabate
Michael LabateHead of Program Development &
Operations, Social Selling AP
Member of the Global Leadership Team |
Sales Enablement Society
2018 SAP Marketing Excellence Awards (2x)
2018 Stevie Award – Best Marketing Team
2017 The Wires – Best B2B Marketing campaign
dotCOMM Gold Winner
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ChangeCHānj/
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verb
1. make or become different.
2. make or become a different substance entirely; transform
3. (of the moon) arrive at a fresh phase; become new.
▪ Simple to say
▪ Profoundly complex
▪ Effects everyone
▪ Constant
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Epochs
Foundation of Change
Learn + Connect, Create, Share, Engage
1990-1994 1995+ 2005+ 2010+ 2012+ 2018+ The Future
Web 1.0 Web 2.0 Web 3.0 Web X+
+ Solve
▪ ENGAGE COMMUNITY
▪ CREATE VALUE
▪ EARN TRUST
Peer-to-Peer Influence =
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This buyer turns to
LinkedIn to learn how
to solve a problem.
There were no
demand agents or
sales reps present for
more than 2 days
(too late).
Peers have become
the influencer.
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The idea.If modern buyers require modern sellers, then marketing and
sales leaders require new ways to measure performance.
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2016
€ 2Bpipeline
€ 1Bwon & booked
attributed
2017
11k trained
15k
+4% p.p.better conversions
+300%bigger deal sizes
LISN licenses ?
2018+
KEY INDICES
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+
Context
How much better or worse are
industry equities performing against
a market index?
Equity Markets rely on
Key Indices
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Can we measure people this way?
“Yay—we exceeded quota!
But wait… we’re underperforming the index.
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Social Selling Key Indices Project
Where are we
today?
PHASE I
Completed 2016
Pipeline &
Revenue
Integrated
‘Social Selling’
flags into CRM
PHASE II
Completed 2017
Key Indices
Dashboard
Launched
Social Selling Key
Indices Dashboard
PHASE III
2018+
Key Indices
Integration
Integrate
Social Selling Key
Indices data in to
performance
review
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Social Selling Key Indices Portfolio
Enhancing common
metrics with
dynamic averages
(indices)
Lead-to-
acceptance
Index
Volume
Conversion
Index
Value
Conversion
Index
Deal Size
(W&B)
Index
Speed to
Close IndexOpportunity
Size Index
Win/Close
Index
Lost &
Discontinued
Index
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Regional Resultsfor General
Business / CloudEMEA +8.1
NA +6.8
LAC +4.4
China +2.8
APJ +2.3
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Pipeline Value Conversion Index (in p.p.)
+2.8
+1.5
-0.9
-2.5
-3.0
Social vs. Non-Social
Performance Delta
Compared to
Global Index
+5.3Outperformers help
others learn and excel+
Underperformers get
training support
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Local Results“How is my team
performing against
the Pipeline Value
Conversion Index?”
Pipeline Value Conversion Index
Global
+5.3 p.p.Above non-Social
Selling
EMEA
+8.1 p.p.Above non-Social
Selling
+2.8 above global
index
Germany
+3.4 p.p.Above non-Social
Selling
-1.9 below global
index
-4.7 above regional
index (EMEA)
“My Team”
+2.9 p.p.Above non-Social
Selling
-2.4 below global
index
-5.2 above regional
index (EMEA)
-0.5 below country
index (Germany)
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Local Social Selling
trainers respond
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Pipeline Value Conversion Index
Global
+5.3 p.p.Above non-Social
Selling
EMEA
+8.1 p.p.Above non-Social
Selling
+2.8 above global
index
Germany
+3.4 p.p.Above non-Social
Selling
-1.9 below global
index
-4.7 above regional
index (EMEA)
“My Team”
+2.9 p.p.Above non-Social
Selling
-2.4 below global
index
-5.2 above regional
index (EMEA)
-0.5 below country
index (Germany)
Symptoms
Prompt
Diagnostic
Triage
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Key Indices Charter
SAP Key Indices Innovation Lead
Michael Labate, Head of Program Development &
Operations, Social Selling at SAP | Member of the
Leadership Team, Sales Enablement Society
SAP Internal Strategic Advisors
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Ken Hamel, SVP, Global
Customer Strategy
and Sales
Operations
Marco Mueller, SVP, Regional
Marketing,
Americas & Asia
Pacific Japan
Matthew
Iacoviello, Head of Sales
Technology
Tony Pante, COO, GBGC
Digital
Transformation
Office
Shawn
Robertson, VP, GB Digital
Transformation
Office
Firdaus Shariff, VP, Global
Marketing,
Demand Programs
and Engagement
Kirsten Boileau, Global Head of
Regional
Engagement and
Social Selling
Phil Lurie, VP, Sales
Technology
Desmond
Moran, Head
of Enterprise
Analytics,
Marketing
Fabrice
Cinquin, Head of BMO,
Global Digital
Marketing
Industry leaders are with us
External Academic Advisory Lead
Joël Le Bon, PhD, Marketing & Sales Professor, Faculty Director
for Leadership in Digital Marketing & Sales Transformation, Johns
Hopkins University Carey Business School
External Strategic Advisors
Peter Ryan,
(Former) Hewlett
Packard Enterprise
Chief Sales
Officer, Senior
Advisor, Global C
level executive
Tamara
Schenk, Research
Director at CSO
Insights, The
Research
Division of Miller
Heiman Group
Gerhard
Gschwandtner, Founder and CEO
at Selling Power
Magazine
Jill Rowley, Chief Growth
Officer at Marketo
and Sales for Life
Jamie
Shanks, CEO
at Sales for Life
Dr. Howard
Dover, Director, Center
for Professional
Sales at UT
Dallas
Jason Cunliffe, VP Custom
Solutions,
Thought
Leadership &
Sales Enablement
Programs at IDC
Tim Hughes, Best-selling
author, Co-
Founder and
CEO of Digital
Leadership
Associates
External Academic and Strategic Advisors are on a volunteer basis.
Walter
Pollard,
Founder and
CEO of Brand
Fuzion
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Scott Santucci, President & Chief
Growth Catalyst at
Growth
Enablement
Ecosystems
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Imagine your world...driven by key insights
designed to change the
way people engage the
modern buyer.
Key Indices.
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lebonjoel @Joel_LeBon
Université Paris Dauphine
Ph.D., Marketing | Summa Cum Laude
Northwestern University – Kellogg School of Management
I.T.P.
Penn State University
Post-Doctoral Studies, Smeal College of Business
Joël Le Bon, Ph.DMarketing & Sales Professor,
Leadership in Digital Marketing & Sales
Transformation Faculty Director |
The Johns Hopkins University - Carey
Business School
Member of the Board of Advisors |
Sales Enablement Society
INTERNAL
Global Social SellingKey Indices
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The Research
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Sample size: 10,190 active LinkedIn Navigator users
Countries: 54
Users: KA (Key Account Managers) & GB (General Business)
Time span: 2017 (for LinkedIn SSI) > 2018 (for SSK Indices)
Research Framework: Sample & Demographics
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LinkedIn SSI Score
• Establish Your Brand Score
• Find the Right People Score
• Engage With Insights Score
• Build Relationships Score
SSK Indices
• Value Conversion Index
• Volume Conversion Index
• Deal Size (W&B) Index
• Opportunity Size Index
• Speed to Close Index
• Lost & Discontinued Index
Social Selling Engagement Performance Indices
Research Framework: The Performance Drivers Model
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LinkedIn SSI Score
• Establish Your Brand Score
• Find the Right People Score
• Engage With Insights Score
• Build Relationships Score
SSK Indices
• Value Conversion Index
• Volume Conversion Index
• Deal Size (W&B) Index
• Opportunity Size Index
• Speed to Close Index
• Lost & Discontinued Index
Social Selling Engagement Performance Indices
Research Framework: The Performance Drivers Model
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.23
.40
.29
.24
0 0,05 0,1 0,15 0,2 0,25 0,3 0,35 0,4 0,45
Build Relationships
Engage with Insights
Find the Right People
Establish your Professional Brand
What Drives the Overall LinkedIn SSI Score (Y) = f (x1,…, x4)
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LinkedIn SSI Score
• Establish Your Brand Score
• Find the Right People Score
• Engage With Insights Score
• Build Relationships Score
SSK Indices
• Value Conversion Index
• Volume Conversion Index
• Deal Size (W&B) Index
• Opportunity Size Index
• Speed to Close Index
• Lost & Discontinued Index
Social Selling Engagement Performance Indices
Research Framework: The Performance Drivers Model
© SAP SE or an SAP affiliate company. All rights reserved.
30INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
ns
.49
ns
ns
.85
.50
ns
ns
ns
ns
ns
ns
ns
ns
ns
ns
ns
ns
ns
.50
ns
ns
.60
ns
0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8 0,9
Lost & Discontinued Index
Speed to Close Index
Opportunity Size Index
Deal Size (W&B) Index
Volume Conversion Index
Value Conversion Index
What Drives the Social Selling Key Indices / GB (Y) = f (x1,…, x4)
SSI Brand Sc.
SSI People Sc.
SSI Insights Sc.
SSI Relationships Sc.
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ns
ns
ns
ns
ns
ns
ns
ns
.45
.56
ns
.62
ns
ns
ns
.74
ns
.59
ns
ns
ns
ns
ns
ns
0 0,1 0,2 0,3 0,4 0,5 0,6 0,7 0,8
Lost & Discontinued Index
Speed to Close Index
Opportunity Size Index
Deal Size (W&B) Index
Volume Conversion Index
Value Conversion Index
What Drives the Social Selling Key Indices / KA (Y) = f (x1,…, x4)
SSI Brand Sc.
SSI People Sc.
SSI Insights Sc.
SSI Relationships Sc.
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GB dynamic average indices/performance is about: Volume, Value & Speed
And mainly relies on: LinkedIn SSI Establish Your Professional Brand
LinkedIn SSI Build Relationships
KA dynamic average indices/performance is about: Value & Deal/Opportunity Size
And mainly relies on: LinkedIn SSI Find the Right People
LinkedIn SSI Engage with Insights
Conclusion & Recommendations
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In General Sales:
Professional branding is critical for differentiation
Build relationships takes time, but accelerates deals volume, value & speed
In Complex Sales:
Continously searching for the right people creates value & opportunities
Staying at the top of the industry takes time, but engages complex customers
Dynamic & Differentiated Social Engagement & Enablement
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Thank you.
© SAP SE or an SAP affiliate company. All rights reserved.
Kirsten Boileau, SAP
Michael Labate, SAP
Joel Le Bon, Ph.D., Johns Hopkins University