Mindmatrix-SiriusDecisions Webinar On Sales Asset Management Deployment For Direct And Channel

Peter Ostrow

March 7, 2017Sales Asset Management

Research Director, Sales Enablement Service

@PeterOstrow

How to Select and Optimize your

Deployment for Direct and Channel Sales

2 © 2017 SiriusDecisions. All Rights Reserved@SiriusDecisions @PeterOstrow

Activ

ate

Buye

r

Buyer Knowledge Requirements Buyer Knowledge Requirements Buyer Knowledge Requirements

Interactions Interactions Interactions

Outcomes Outcomes Outcomes

Assets / Resources Assets / Resources Assets / Resources

Awareness/ Educate

Needs Confirmation

Solution Development

Finalize Solution

Agree on Terms Decision

Loosening of status quo

Committing to change

Exploring solutions

Committing to a solution

Justifying the decision

Selection/ ownership

Information inquiry Proposal accepted Invited to final presentation, contract requested

Sales Assets Through the Lens of Value Stream Mapping

Buyer Stages

Desired Outcomes

Seller Stages

Empo

wer

Selle

r

Sales Knowledge Requirements Sales Knowledge Requirements Sales Knowledge Requirements

Consumption Patterns Consumption Patterns Consumption Patterns

Skill / Behavior Skill / Behavior Skill / Behavior

Assets / Resources Assets / Resources Assets / Resources


What Are the Symptoms?

Too much material

No culpability

Workarounds

Misaligned w/ buyer’s journey

No metrics


• What are the primary activities conducted at each stage in the sales process?

Get your Assets in Order

4

• What are the assets (people, content, tools, systems, etc.) at each activity?

• What assets exist today?

• What assets exist but need to be edited/updated?

• What assets do we not include?

• What assets need to be created?


Create

Store

Manage

Deliver

Share

Measure

What’s in YOUR Asset Lifecycle?


SAM 101: Reducing the 65%

SAMSales Content Preparation

Content Management

and Distribution

Content Presentation

Reporting and analytics

CORE

Advanced

Content Customization RFP Generation Playbook Design Email

Customization Social Tools


Content aligns with both buyer and seller needs

Best In Class Sales Asset Management Outcomes

Assets are relevant, usable, findable and measurable Content finds rep at time of need, based on logical taxonomy/tags/analytics Closed loop data driven feedback for creators: do reps like it, do they use it,

does it have desired impact Improved rep productivity Laser focus on creating content that wins deals


• Content Storage- centralized repository and/or the ability to integrate content from various other content storage repositories (e.g. SharePoint, Dropbox, Web content management platforms).

• Content Delivery to Sales Reps- Sales reps can assemble, deliver and retrieve content for their own consumption or to use with buyers.

• Sharing with Buyers- Sales reps can share content with buyers across a variety of delivery options (e.g. mobile, laptop, links, private portals, email).

• Measurement and Reporting- The solution must measure and report content usage, activity and/or impact – this leads to machine learning.

SAM Capabilities


• SFA Integration- Pre-built integration with an SFA platform to allow them to record activities with buyers.

• Content Management- Organization of content, including tracking authorship, expiration dates, and tagging individual content to facilitate retrieval (e.g. by solution, sales stage, rep role, buyer persona, industry, market).

• Content Creation- The solution aids content creators (e.g. marketing, sales enablement, training) in the creation of new content (e.g. templates, presentations, white papers).

• Content packaging- Presents content in specific formats or bundles (e.g. playbooks, onboarding, launch, proposal responses).

SAM Capabilities (Cont’d)


Conducting a Sales Content Audit


SAM Integration and Governance Model

SAM SFA

LMS

MRM

CMSAccess/ Mobile Apps

MAP

Sales Enablement

Marketing

Learning and Development

Sales Operations

DAM

Thank You.

Mindmatrix-SiriusDecisions Webinar On Sales Asset Management Deployment For Direct And Channel

Marketing

Transcript of Mindmatrix-SiriusDecisions Webinar On Sales Asset Management Deployment For Direct And Channel