Sales Force Enablement Best Practices and Emerging Trends

Proprietary & Confidential Copyright 2008-2014 2014 Sales Force Productivity Conference

15-17 September, Atlanta, Georgia

Sales Force Productivity

Conference 2014

Sales Force Enablement

Best Practices and Emerging

Trends

Tamara Schenk

Research Director

MHI Research Institute at MHI Global

© MHI Global. All Rights Reserved. 2

Sales Force Enablement Best Practices and Emerging Trends

S e p t e m b e r 1 7 , 2 0 1 4T a m a r a S c h e n k

©Copyright 2014 MHI Global. All Rights Reserved.

Source: 2014 MHI Research Institute Sales Performance and Productivity Study

51% of those achieving forecast spend more than $1,000 per person in sales enablement

0%

5%

10%

15%

20%

25%

30%

Don't know Less than$500

$501 to$1,000

$1,001 to$2,000

$2,001 to$5,000

More than$5,000

12%

29%

27%

19%

8%

6%

10%

15%

24%

20%21%

10%

Forecast <100%

Forecast +100%


@tamaraschenk

http://www.linkedin.com/in/[email protected]

2005-2013: T-Systems International GmbH:VP Sales Enablement & TransformationSenior Manager Sales EnablementHead of Business Development Utilities2001-2005: Managing Consultant, Detecon

Sales & Delivery1999-2001: Diebold: Senior Consultant:

Sales & Delivery1998-1999: Ratio Ltd. Overseas Division

Project Manager, Sweden1992-1998: Rausch + Partner (own company):

Sales & Delivery

Tamara SchenkResearch DirectorMHI Research Institute

New Sales Enablement Data2014 MHI Sales Performance and Productivity Study

Sales Force EnablementFoundation

From chaos to structure: The MHI Sales Force Enablement Master Framework

Your take-aways

http://www.linkedin.com/in/tamaraschenk

mailto:[email protected]



2% 2%3% 3%3%

7%5%

8%10%

10%

22%14%

19%15%

15%16%

22% 25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2013 2014

Inability to communicate valuemessages

Inability to attract new clients

More complex buying

Competition/Pricing

Internal admin challenges

Other

Inability to expand in existingaccounts

Too many products to sell

Turnover

“Inability to Communicate Value Messages” remains top challenge in 2014



Those forecasting to (over)achieve plan have a broader scope of Sales Enablement

3%

25%

32%

37%

51%

50%

52%

55%

58%

3%

36%

40%

49%

51%

58%

63%

63%

65%

Others

Onboarding Programs

Product Launch Programs

Tools & Tech. Training

Internal Content

Client facing content

Product Training

Customer Mgmt Training

Sales Skill Training

Forecast > 100%

Forecast <100%


What‘s missing?

Sales Training

TransformationProductivity

Sales Content

Messaging

Effectiveness

Playbooks

Performance

Technology

Skills & Competencies

Revenue Growth

The customer…


"We cannot solve our problems with the same thinking we used when we created them."

Albert Einstein [1879 – 1955]


"The main thing is to keep the main thing the main thing."Stephen Covey

Entire customer'sjourney with theentire stakeholdernetwork

At each stage

At all levels


Awareness

Need tochange

DefineSituation

Buying

EvaluateOptions

Select Best

Imple-ment

AssessValue

Implementation & Adoption

Customer's Journey

Enablement Services for Sales Professionals

Coaching Services for Frontline Sales Managers

Miller Heiman Research Institute Research Note:Sales Enablement – Customer Core


Frameworks…

provide a supporting structure, coveringseveral dimensions and a set of ideas

provide a visual aid to better understand and to easily navigate complex environments

are designed with one core principle: Simplicity


Enable-ment

Services

Enable-ment

Operations

Vision &StrategyCharter

Change/Adoption

Cross-functional Collaboration

Customer's Journey

Integrated Value Creation Process

People, Performance powered by Sales Leadership

Principles, Processes powered by technology

Miller Heiman Research Institute Research Note:Sales Force Enablement – Master Framework


Results & WinsChange & Situation Value Perception

Providing Perspectives

Customer‘s Journey

Select Best

Imple-ment

AssessValue

EvaluateOptions

Need tochange

DefineSituation

Best Buying Vision

Future Vision of Success

OwnOutcome

IncreaseValue

Content & Training

Context & Concepts

Content & Training

Decision Dynamics

Content & Training

Value Dynamics

Focus

Principle

Services

ScopeSales Pro‘s

ScopeFSM‘s

Coaching Framework for FSMs

Business Awareness - Skills, Knowledge, Strategies, Expertise


Source: lucaforni.com

Every piece of content requires at

least a "how to use" training

No sales training without content


Sales Force Enablement

Enabling the sales force “muscles”

Sales Operations

Shaping the sales system “skeleton”

Miller Heiman Research Institute Research Note:Sales Operations – Partner for Sales Enablement


Successful Adoption

Map strategy to execution

1

Create charter and

change Story2

Rollout Enablement

Services3

Measureresults

6

Drive reinforcement

and change5

Build business awareness

Develop FSMs4


Data shows that those who achieve plans invest more in sales enablement than others

BusinessImpact

EnablementServices

Tailor enablement services along customer’s journey

Align content, messaging and training

Customers at the Core

One design point: customer’s journey

Use customer core framework to navigate complexity


Customer Core

Design

Front Line Sales

Managers

Scope

Sales Operations

Foundation

Integrated Services

Collabora-tion

Contact us - The MHI Research Institute! We are happy to help YOU!

[email protected]

mailto:[email protected]


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2015 MHI Global Sales Best Practices Study

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Respondents have access to results via Executive Summary and exclusive participant webinar.

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organization dedicated to improving

the performance and productivity

of complex B2B sales organizations,

providing strategic analysis and

decision making support for leaders

that develop and execute sales

strategies.

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the attributes, behaviors and

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Sales Force Enablement Best Practices and Emerging Trends

S e p t e m b e r 1 7 , 2 0 1 4T a m a r a S c h e n k

Thank you!

15-17 September, Atlanta, Georgia

Sales Force Productivity

Conference 2014

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Sales Force Enablement Best Practices and Emerging Trends

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