Presentation Title Here

May 8, 2016

Sales Enablement Mistakes

UPDATE WITH CORRECT GRAPHIC

Brian FravelVP of Marketing, Veelo@veeloinc @fravelb

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Agenda

• Sales Enablement Definition

• Common Problems

• 5 Mistakes to Avoid

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What is Sales Enablement?

• “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.” – Forrester

• “[Focus on] the delivery of the right information to the right person at the right time in the right format and in the right place to assist in moving a specific sales opportunity forward” – IDC

Processes, tools AND COACHING to help salespeople perform better

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Common Problems

5 Common Sales Enablement Mistakes You Should Avoid

(but probably haven’t)

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Mistake #1: Attack It As a Content Problem

Scenario

• Too much content

• Many fragmented repositories

• Sellers can’t find content

Common Solution• Perform a content audit• Consolidate repositories as close to

one as possible• Tag content with a marketing POV

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Why This Doesn’t Work

THE CONTENT GRAVEYARD

• Searching doesn’t improve if the seller doesn’t know what to search for

• Content doesn’t sell, people do

• Only 7% of first meetings convert to a 2nd meeting because sellers can’t articulate value

Technically savvy sales leaders utilize their portals to not only deliver configurable marketing content to the sales team, but deploy sensors … to detect when and to what extent their prospects and buyers open and engage with each of their discrete messaging content files.- Aberdeen Group

Key Considerations• Provide coaching alongside of content

so sellers have better conversations• Prescriptively recommend content • Sellers need visibility into how

prospects engage with shared content• Engage sales to create content that

helps selling conversations

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Mistake #2: Reliance on Technology to Solve Everything

Scenario

• Too much fragmented content

• Lots of ad hoc seller to marketer requests

Common Solution• Technology tool to consolidate content• One stop shop for sellers Saves time• One repository for marketing Reduces ad hoc requests

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Why This Doesn’t Work

DON’T FORGET ALIGNMENT

• Content can’t align sales and marketing by itself

• Marketing content isn’t used by sales for reasons other than “they couldn’t find it”

Alignment of marketing content to sales training increases average deal size by 75%

- Corporate Visions

Key Considerations• Create content with sales input so it

aids selling conversations• Align content to sales stages and cover

the whole process• Ensure marketing content aligns to

sales training and methodology

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Mistake #3: Buy For Marketing Bells and Whistles

Scenario

• No visibility into what content is used

• Don’t know content ROI

• Can’t show marketing’s contribution to sales

Common Solution• Technology solution where requirements

are driven by marketing / management• Place high priority on marketing features

like pretty charts and ad hoc reporting

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Why This Doesn’t Work

REPORTS DON’T IMPROVE SALES

• Improved ability to admire the problem won’t change behavior

• More oversight of the sales team without benefit to the rep will likely be resisted

76% of content marketers forget about sales acceleration

- Hubspot

Key Considerations• Consider sellers needs first

• #1 does it improve their performance?• #2 does it fit into their daily workflow

• Drive tech solution requirements with a seller centric POV

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Mistake #4: Saving Sellers Time

• Scenario

• Marketing content is hard to find, not quite “right”

• Sellers spend time searching and creating their own content

– 70% of sales reps time not spent selling doing things like presentation building, admin tasks, navigating multiple platforms

Common Solution• A technology solution to “save sellers time”• Single content repository with easy search• Presentation builder tools for sales reps to

create their own presentations

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Why This Doesn’t Work

TIME ≠ PEFORMANCE

• Time alone doesn’t help sellers sell better

• Seller content creation tools can be a double-edged sword– Potential to unnecessarily waste time– Do they have the skills?

Companies with quality sales coaching programs saw a 19% sustained improvement in sales rep performance

Sales Executive Counsel

Key Considerations• What are you doing to help sellers

perform now that they have more time?• Beware yet another sales portal• Coaching improves performance

• Deliver it alongside content• Deliver it in the moment

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Mistake #5: Measure Efficiency vs Performance

Scenario

• 70% of sales reps’ time not spent selling

• 65% of sales reps say they can’t find content

• Only 30% of content is used

Common Solution• Implement a processes/technology

and limit measurement to:• Time saved• Content reduced • Content used

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Why This Doesn’t Work

IT’S ONLY PART OF THE PROBLEM

– Efficiency (e.g., cost reduction and time saving) alone may be misleading does not necessarily equal greater sales

85% of companies don’t measure the impact of their content on sales

Kissmetrics

Key Considerations• Measure rep performance before and

after implementing new process/tool• Measure direct correlation of

content’s role in moving deals through sales pipeline

• Measure prospect engagement with your content

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Summary

Presentation Title Here

• Make sellers your focus

• Better sellers = better sales

• Processes, tools and technology are a means to an end

• If sales and marketing aren’t aligned, you will likely fail

• Measure yourself on the ultimate goal: sales performance

From a Sales Enablement perspective, it takes a super easy to use approach where users know they’re finding better suited content than a human being could ever show them on their own. And it’s got to save everybody huge amounts of time. If you have all these things, reps will actually use the solution and, as a result, use the great content marketing creates.

Docurated

Thank You!

www.veeloinc.com@veeloinc @fravelb