Hard Lessons – What They Don`t Tell You About Sales

Guiding Media. Inspiring Innovation. Leading Local.
Hard Lessons –
What They Don't Tell You
About Sales Transformation
March 15, 2016
Juanita Jennings
Charles Laughlin
Neal Polachek
Digital Content Director
American General Media
SVP & Senior Analyst
BIA/Kelsey
Board Advisor
BuzzBoard
Agenda
 Welcome
 Digital Share of Advertising
Juanita Jennings
Digital Content Director
American General Media
 Local Media Ecosystem Defined
 10 Lessons Learned around Authentic
Sales Transformation
 Q&A
 Special Offer to attend BIA/Kelsey
ENGAGE
Charles Laughlin
SVP & Senior Analyst
BIA/Kelsey
Neal Polachek
Board Advisor
BuzzBoard
© 2016 BIA/Kelsey. All Rights Reserved. |
2
BuzzBoard Marketing & Sales Engagement Platform
Reimagining B2B Sales
BuzzBoard.com
3
Digital Continues Share Gain*
50.3%
Traditional
$180
43.3%
$160
Online/Digital
$156.4
$160.4
$146.6
$149.7
$42.6
$47.8
$53.5
$59.3
$66.0
$38.0
$103.3
$104.0
$102.0
$102.9
$101.2
$102.8
2015
2016
2017
2018
2019
2020
$141.3
$140
US$ Billions
27.5%
$120
$168.9
$100
$80
$60
$40
$20
$0
2009
2015
* McKinsey & Co. 2015
2019
* BIA/Kelsey U.S. Local Advertising Forecast 2016
But remains a minority of overall media spend
BuzzBoard.com
4
We Have a Unique View of the Local Media Ecosystem
BuzzBoard.com
5
We’ve Learned Much Since BuzzBoard Launch
We Learned
We Expected
1.
Reps will adopt quickly because its in their
best interest
2. Successful sales transformation is bottoms-up
3. Sales can leverage micro customer
segmentation
4. Sales managers would “go with the flow”
5. It’s all about the “audit”
6. CRM and BuzzBoard are separate
7. Sales reps prep for calls in advance
8. Training is the path to adoption
9. Reps are consultative and sell solutions
10. Specialized sales for digital
BuzzBoard.com
1.
Reps self-selected use driven by authentic
desire to succeed vs. hanging on for benefits
2. Senior leaders drive transformation
3. Marketing needs to leverage micro
segmentation
4. Sales managers define the success
5. It’s about insights and competition
6. CRM and BuzzBoard are symbiotic
7. Few reps actually prepare ahead of time
8. Training is negative – needs a breakthrough
9. Reps are still selling products
10. Everyone can sell traditional and digital
6
Reps State of Mind Really Matters
Top 10%
Top sellers use BuzzBoard to
drive efficiency
Middle 60%
Middle sellers use BuzzBoard to
achieve & exceed quota
Bottom 20%
Bottom sellers don’t want to
use BuzzBoard or any other tool
Tuned out 10%
Tuned out sellers are checked
out and don’t matter
BuzzBoard.com
Identify the sellers
who will be willing
participants in
transformation and
focus on the sellers
who can have the
greatest impact on
your results
7
Transformation is Tricky – But No Command = No Go
Don’t bother trying
unless the senior
leadership team is
committed - it takes
only one senior
leader to sabotage
true transformation
BuzzBoard.com
8
Micro Segmentation – Not a Toy
Leveraging big data is not
just about having big data,
its about taking the
insights and turning those
insights into small pieces
of content that engage and
excite – don’t bother if
you’re not ready to
leverage big data
BuzzBoard.com
9
The Manager Does Define Successful Transformation
Of all the
stakeholders in
transformation – the
sales manager may
hold the ultimate key
to success
BuzzBoard.com
10
It’s All About Insights & Competition
The audit was the
door in, the insights
and the competition
are the means to
engagement – no
insights – no
conversion
BuzzBoard.com
11
One + One Is Three
Leveraging customer
engagement with
customer tracking is
the best of both – one
or the other is
suboptimal
BuzzBoard.com
12
Few Boy Scouts in the Bunch
SMBs are inundated
with sales pitches –
“failing to prepare is
preparing to fail” –
without an absolute
commitment to pre-call
preparation – SMBs will
remain unengaged
BuzzBoard.com
13
“Training” is a Four Letter Word – Storytelling is the Path
Sellers are as inundated
with training as SMBs are
with sellers – ”training”
has become a negative –
story telling is the
pathway to the sellers
emotional triggers
BuzzBoard.com
14
A Difficult Transformation – Product v. Solution Selling
Sellers are stuck in a
product sales time
warp – today’s
buyers are looking
for solutions to
solve their problems
BuzzBoard.com
15
Selling All Media Not Just Digital Media
It’s still an eyeball and
audience centric
world – moving the
needle requires
selling both
traditional audience
and digital marketing
solutions
BuzzBoard.com
16
Wrapping it UP, Transformation is NOT for the Faint of Heart
Informed
Segmentation
BuzzBoard.com
Demonstrated
Leadership
Authentic
Engagement
17
Repeat of the Top 10 Lessons Learned
We Learned
We Expected
1.
Reps will adopt quickly because its in their
best interest
2. Successful sales transformation is bottoms-up
3. Sales can leverage micro customer
segmentation
4. Sales managers would “go with the flow”
5. It’s all about the “audit”
6. CRM and BuzzBoard are separate
7. Sales reps prep for calls in advance
8. Training is the path to adoption
9. Reps are consultative and sell solutions
10. Specialized sales for digital
BuzzBoard.com
1.
Reps self-selected use driven by authentic
desire to succeed vs. hanging on for benefits
2. Senior leaders drive transformation
3. Marketing needs to leverage micro
segmentation
4. Sales managers define the success
5. It’s about insights and competition
6. CRM and BuzzBoard are symbiotic
7. Few reps actually prepare ahead of time
8. Training is negative – needs a breakthrough
9. Reps are still selling products
10. Everyone can sell traditional and digital
18
Questions?
© 2016 BIA/Kelsey. All Rights Reserved. |
19
Looking for more best practice discussions?
May 16-18, 2016 | Austin, TX
By 2020, digital marketing revenues will reach $150 billion, ecommerce will reach $30 billion and
traditional media will reach $110 billion.
Join us at BIA/Kelsey ENGAGE to learn the best practices for success in
the Local Commerce Universe (LCU). You’ll walk away with both the strategies and tactics to deliver
effective local advertising and marketing services in a constantly changing environment.
www.biakelsey.com/ENGAGE
Use code SALES to save $200 off registration
© 2016 BIA/Kelsey. All Rights Reserved. |
20
Guiding Media. Inspiring Innovation. Leading Local.
Questions & Comments:
Neal Polachek
Charles Laughlin
[email protected]
[email protected]
Board Advisor, Buzzboard
SVP & Senior Analyst, BIA/Kelsey
www.buzzboard.com
www.biakelsey.com
© 2016 BIA/Kelsey. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other
civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the
use or interpretation of this information.