linked live webcast: how top teams win in today's dynamic social selling environment
TRANSCRIPT
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How Top Teams Win in Today’s Dynamic Social Selling Environment
Amy StephensSr. Marketing Manager, EMEALinkedIn
Dan LurieInsights Manager, Sales SolutionsLinkedIn
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Transforming into a social selling organization
Implementa program
Measure the right metrics
Track & Manageto drive change
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Measure the right metrics
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Serendipity to Science
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ColdCallVolume
SocialSellingIndex
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Laggards
1000
Leaders
The Social Selling Index (SSI) measures how well your team has embraced social selling
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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
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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
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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)
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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
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Implementa program
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Before you start, know where you’re going.
- Tim Mullen, Senior Strategy Manager Commonwealth Bank
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Get senior-level buy in – it starts at the top - and be sure to maintain it.
- Joel Marans, Creative Technologist Softchoice
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Get the basics right
- Victor Magariño Peñalba Chief Marketing Officer
Comunycarse
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Share success
- Jeremy Harpham, Global Product Marketing, Pitney Bowes Software
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Measure
- Tony Finn, Head of Acquisition Sales Vodafone UK
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Successful Social Selling Implementation
Measurement
Executive buy-in
Sharing Success
Training & Tools
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Track & Manageto drive change
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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
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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
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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
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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
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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%
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Create a professional brand1
Find the right people2
Engage with insights3
Build strong relationships4
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Target Connectivity Competition Change
Relationship Flows
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SENIORITY:
CXO
COUNTRY:
Australia
Target
TARGET BUYER
SIZE OF COMPANY:
Mid-Market(200 – 1000 employees)
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9KTarget Buyers
SENIORITY:
CXO
COUNTRY:
Australia
SIZE OF COMPANY:
Mid-Market(200 – 1000 employees)
Target
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25%
30%
26%
21%
17%
Industry#1
Industry#2
Industry#3
Industry#4
Industry#5
Connectivity
How Connected Are We to Key Industries?
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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%
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+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?
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Accountlevel
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If you can’t measure it,you can’t manage it.
- Peter Drucker
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It’s time to start running