sales enablement and outcome selling, forrester research
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Brad Holmes from Forrester keynoted MassTLC's sales enablement summit on 6/3/2011.TRANSCRIPT
© 2009 Forrester Research, Inc. Reproduction Prohibited1 © 2009 Forrester Research, Inc. Reproduction Prohibited
Sales Enablement and Outcome Selling
Brad Holmes
VP and Practice Leader
June 3rd, 2011
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1) Fastest growing role for
Forrester in 2011 – 1,800
clients
2) Team of 20 analysts,
consultants, and client
engagement professionals
3) Helping SE Professionals
drive change and deliver
results
Sales Enablement is an emerging leadership role
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SE defined (collaboratively with clients)
Sales enablement is a strategic, ongoing process
that equips all client-facing employees with the
ability to consistently and systematically have a
valuable conversation with the right set of
customer stakeholders at each stage of the
customer's problem-solving life cycle to
optimize the return of investment of the selling
system.
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SE in practice
To accomplish this goal, portfolio, marketing, and sales teams must work cross-functionally to create effective sales content and programs that map to a holistic customer model and that are delivered on a common platform.
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Forrester analysts have been in the trenches
Scott Santucci
Brian Lambert
Dean Davison
Outcome selling SE StrategiesModeling customers The hidden costs of sales support
Establishing brand value in the trenchesEnsuring adoption of sales enablement initiativesLeading the sales training and development function
Leveraging a defined and shared view of customer business problemsEngineering portfolio solutions for simplicity at the point of saleInfusing customer-focused business intelligence into portfolio messages
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Why Sales Enablement now?
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CEOs React To Colliding Market ForcesNovember 2008 “Engineering Valuable Sales Conversations”
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Senior level executives are looking for answers
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Random Acts Of Sales Support Create Unneeded Complexity, Overwhelming Sales ForcesOctober 2010 “A SIMPLE Sales Enablement Framework”
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Hidden Costs And Inefficiencies Lurk In Sales And Marketing BudgetsApril 2009 “Uncovering The Hidden Costs Of Sales Support”
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13.4%2009
200018.1%
What is the implication of the bottleneck?
As a
% of
2000
Relative growth of revenue and SG&A, normalized to 2000. Not adjusted for inflation
Revenue
SG&A
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What do buyers think?
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Product-First Engagement Model Promotes Commodity PerceptionNovember 2008 “Engineering Valuable Sales Conversations”
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What do buyers perceive?
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What do buyers want?
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What do buyers experience?
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The selling system is not adapting quickly enough to accommodate our
changing business strategy
CEOs conclude
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Where are we headed?
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Design An Engineered Approach To Sales ConversationsNovember 2008 “Engineering Valuable Sales Conversations”
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Why Outcomes?
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Disaster Recovery Service Providers
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IT Asset Lifecycle Mgt
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Outcome Selling represents a change in “state”
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Value transfer is what we all do
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Focus on the value communication system like a supply chain
Basic value communication system
AudienceMessengerMessage +
Vender Customer
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The value you communicate is the "know how" your clients need to achieve an outcome
AudienceMessage(s) Messenger(s)+
Pattern
Outcome selling is a go-to-market approach in which you design your value communications system to optimize the
value your customers realize.
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Problem
Pattern
Path
Proof
Product
Place
Promotion
Price
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Thank you
Brad Holmes
617 613 6037