Playbooks, Portals, and Platforms

Transcription

SMA Webcast
Playbooks, Portals, and Platforms: Three tools
re-shaping tomorrow's sales organizations
October 26, 2011
Presented by
© Copyright 2011 The Sales Management Association.
About the Sales Management Association
A global, cross-industry professional association for sales
operations and sales management.
Focused in providing research, case studies, training, peer
networking, and professional development to our membership.
Fostering a community of thought-leaders, service providers,
academics, and practitioners.
NOV
Join Us for this upcoming SMA event
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Learn More: www.salesmanagement.org
1
© 2011 The Sales Management Association. All rights reserved.
Slide 2
Today’s Presenter
Craig Nelson
• A seasoned professional with more than 20 years of leadership
experience in the software industry enabling growth of several
startup companies.
• In his latest venture Craig was the founder and CEO of iCentera, a
company focused on delivering a Sales Enablement platform
solution as a service. iCentera was sold to Callidus Software
company in July of 2011.
• Prior to iCentera, worked as the Senior Director of Worldwide Sales
Operations for NetIQ Corporation. The company grew license
revenues from $8MM pre-IPO to over $320MM to become an
industry-leading, publicly traded software company.
• Prior to his work with NetIQ Corporation, Craig played a major role
in the launch of LBMS, which went public on the NASDAQ and was
subsequently sold to Platinum Technology.
• Craig holds a B.S. in Computer Science and Interdisciplinary
Computer Science from Minnesota State University.
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© 2011 The Sales Management Association . All rights reserved
Slide 3
SMA Webcast
Playbooks, Portals, and Platforms: Three tools
re-shaping tomorrow's sales organizations
October 26, 2011
Presented by
© Copyright 2011 The Sales Management Association.
Agenda
• Three tools re-shaping tomorrow's sales
organizations today:
– Portals – targeted communication portals
– Playbooks – prescriptive content delivery
– Sales Enablement Platforms – single source of
truth for content and tools
© 2011 Callidus Software Inc. Used with permission by The Sales Management Association . All rights reserved
Slide 5
Our Background
•
•
•
Presented by iCentera, a Callidus Software Company
– Craig Nelson, VP of Sales Enablement and Co-Founder of iCentera
iCentera Founder’s past sales enablement experience
– 1st Generation Sales Enablement deployed in 1990
• Successful growth of sales channels leading to successful LBMS IPO
– 2nd Generation Sales Enablement deployed in 1997
• Successful growth of sales channels leading to successful NetIQ IPO
– 3rd Generation iCentera Commercially Available SE Solution in 2003
• Successful enablement platform deployments across small and large
enterprises
Purpose built solution focused on enablement discipline
– Registered www.salesenablement.com in 1998
– U.S. Pat. No. 7,774,378 for Sales & Marketing Intelligence Center
Slide 6
Enablement Question
• Are your sales representatives
and partners smarter than your
customers when it comes to
your product offering and
market?
Slide 7
Enablement Question
• Know your audience
– Before the first call the prospect or
customer knows your:
•
•
•
•
•
•
•
•
Company background
Proposed value
Competitors
Product
Customer
Pricing
Analyst Views
Social buzz
Slide 8
Enablement Question
• Do you have the processes and
a sales enablement platform that
will take new reps from day 1 of
employment to closing new
business?
Slide 9
Market Drivers
• #1 Generate Profitable Revenue
– It’s no longer about adding feet to the street, it’s about
generating profitable revenue
– Market downturns increases the need to get more out
of existing sales channels
• #2 Adapt to a Smarter Customer
– BtoB buyers have gotten savvier, more risk-averse and
skeptical, creating a challenging marketplace for sales
and marketing organizations
– To respond, companies and reps are transforming the
way they sell
Slide 10
Problem That Many That Sell Today Face
Slide 11
Slide 12
Slide 13
Slide 14
Sales Enablement – The Knowledge Game
Sales Enablement is about knowledge transfer;
making the right knowledge assets, tools, subject
matter experts, and other resources available to the
sales channels and the customer
Slide 15
Content and Audience
Slide 16
Slide 17
Slide 18
Slide 19
Sales Enablement Key Tenets
1.
2.
3.
4.
5.
Provide a single source of truth
Portals for internal and external audiences
Sales effectiveness features that matter
Deliver content in a prescriptive manner
Provide automated content management & realtime analytics
6. Provide Mobile access and social enablement
Slide 20
Example Use Cases for Sales Enablement Platform
• Use Case #1 – provide a personalized My Yahoo! experience for
each sales person, direct or indirect
• Use Case #2 – provide guided enablement when selling in the
field
• Use Case #3 – provide the ability to collaborate with colleagues,
marketers, customers and others
• Use Case #4 – deliver material electronically using dynamic email
or 1to1 portals for the latest most relevant content
• Use Case #5 - track seller and customer behavior with detailed
analytics to improve enablement
• Use Case #6 – serve as presentation layer across all enablement
content, tools and resources – single source of truth
Slide 21
Guide to Sales Success
• Make it easy to sell by using a day in the life of the
sales rep:
Slide 22
Playbooks
• Deliver content in a prescriptive way:
Slide 23
Playbooks - eBinders
• Deliver a repeatable set of content to the
customer while reducing sales rep admin effort
Slide 24
Sales Process
• Content delivered within the context of the sales process
Slide 25
Real Time Sales Advisor: Google-Like Search
Slide 26
Subject Matter Experts 24/7
• Access to subject matter experts online
• Community driven by SME
• Scaling an organization
Slide 27
Example Deployment: Callidus Central
•
•
•
Phase 1
– Sales Enablement (SE) Platform for
marketing, sales, partners
Phase 2
– SE Platform for all staff and
customers
Community Portals:
– Events: Sales kickoff meeting,
Product launch, partner events,
campaigns, incentives
– Subject Matter Experts
– Pricing
– Competition
– Prospects
– Customers
Slide 28
Sales Enablement Platform Demo
Slide 29
Analytics to Understand Content Usage
Understand Seller & Buyer Behavior
iCentera
Slide 32
Expected ROI
Targets:
– Decrease time required to ramp new rep from day
1 to $$$
– Increase average deal size
– Improve win rate
– Reduce length of sales cycle
– Improve rep productivity and increase number of
opportunities being worked
Bottom line, improve revenue while decreasing SG&A costs
Slide 33
Online ROI Calculator
• http://www.icentera.com/roi/
Slide 34
Thank You.
© Copyright 2011 The Sales Management Association

Playbooks, Portals, and Platforms

Transcription

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