The Secret to Building a Sales Enablement Powerhouse
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Transcript of The Secret to Building a Sales Enablement Powerhouse
Learn • Share • Network
Please Welcome
Alex JaffeManager, Sales EnablementProcore Technologies
Marc WendlingVP of Sales,MindTickle
@mindtickle #MTWEBINAR
Agenda
3
Plan for today
● Panel style discussion● Agenda:
○ State of the industry○ Need for Sales Enablement○ Sales Enablement and Sales Readiness at Procore○ Best-in-class framework for Sales Readiness
We will be taking audience questions throughout the speaker presentation
and answering them at the end. There will be audience polls throughout the
presentation.
Please send in your questions to the moderator via chat.
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What We Will Be Talking About
Driving Business Impact ThroughNext-Gen Sales Enablement
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What is Sales Enablement
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Sales Enablement is about improving productivity. Sales Enablement function should maximize yield from every hour a rep works.
Role of Enablement
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So what does Sales Enablement do?
FunctionsSales Leadership
Product Marketing
Communications
Executives
Sales Ops
Peers
Initiatives
● Orchestrates
● Synthesizes
● Creates
Sales Onboarding
Product Training
Certifications
Content and Assets
Business Updates
Technology
Inputs
MeasureFeedback
Deliverables
Here are a few real-life examples of results achieved
Hyper-growth companies (including Procore and other tech giants)
achieved these results* by implementing a well-designed sales
enablement program:
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*Source: MindTickle data – real results from a broad range of customers
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• Reduced new hire ramp up time by up to 58%
• Reduced time to first $50K sale from 192 days to 85 days
• Improved win rates against competition
• Improved overall quota attainment ratio
What We Will Be Talking About
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Procore is the the world's most widely used construction project management software. Procore helps contractors keep track of projects through the entire lifecycle of a construction project, from bidding to closeout, and reduce errors and cost overruns.
Procore was featured on Forbes Next Billion-Dollar Startups 2016, and reached unicorn status on Dec 2016.
Headquartered in Carpinteria, CA, Procore has over 700 employees with 7 offices across the United States.
What does Procore do?
What We Will Be Talking About
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Answering the “Why”
1. Rapidly growing sales team across the country (new offices, field sales)2. Keeping salespeople up-to-date on constantly evolving product, industry and
competition. 3. Need for alignment of messaging and process in hyper-growth sales team
(ramped reps + new hires)4. Effective management and delivery of sales collateral to ensure consistent
customer experience
The only constant is change.
Sales Enablement at Procore delivers a structured and outcome oriented approach to ensure the success of the sales team.
Why Sales Enablement?
Audience Poll. Please add your response to the chat window
Do you have a dedicated Sales Enablement team?
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Sales Enablement at Procore
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Sales Readiness
Sales Enablement
Sales
Our MissionEnable sales to sell more, faster, and easier.
Our TeamSales Enablement is the facilitator to drive anything and everything to ensure sales success.
Our ApproachSales Readiness at Procore facilitates excellence in three primary areas of sales
● Selling Skills● Product/Industry● Technology/Efficiency
Focuses on building knowledge, process and skills across the three areas of excellence.
Sales Enablement at Procore
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Our Process Sales Enablement seeks to maximize core selling activities in order maximum the output of each rep.
The above is a representation from the SiriusDecisions Sales Enablement Model.
Sales Enablement at Procore
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Our TeamSales Enablement at Procore is structured into two distinct categories. All roles within the categories function as a conduit between sales and the respective department (based on initiative)
1. Segment Based2. Functional Based
Focuses on mapping out challenges, proposed solutions, and rollout. Structure will be heavily dependent on your industry, size of team, stage of company, etc.
Segment Based Functional Based
● SMB, Mid-market, Enterprise, Install, Sales Dev, Sales Eng, etc.
● Technology, Content, Communication, Readiness, Product, Competitive, etc.
Sales Enablement at Procore
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Quarterback
Receivers + Running back Offensive Line
Coaching Staff
Sales Enablement, supports the business sponsor, and pilot groups through the process to help drive a successful completion of the initiative.
Business Sponsor, typically member(s) with the most passion for the initiative, or whomever has the most stake.
Sales Pilot Group, typically a small group of sales reps that will pilot the initiative - focused on identifying any changes, and responsible for rollout to larger group.
Sales Leadership Alignment, the greater management team to ensure full team alignment and support of the initiative.
Business Sponsorship AnalogyDriving a successful initiative is very similar to executing a successful play. Sales Enablement is not the business sponsor of sales initiatives - we function as a facilitator.
Sales Readiness at Procore
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At Procore, we focus on three areas of excellence in sales.
Knowledge & ProcessTraining, Onboarding, Ongoing,
Coaching
Skill Developed Over a Lifetime
What We Will Be Talking About
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Sales ReadinessAt Procore, we approach sales readiness in two distinct views:
1. Sales Onboarding2. Ongoing Enablement
Sales Readiness at Procore
90+ Days0 - 90 Days
2. ONGOING ENABLEMENT1. ONBOARDING
#1 Sales Onboarding Overview
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90+ Days60-90 Days 5 days 5-30 Days 30-60 Days
FULLY RAMPED
Procore facilitates a structured, streamlined and outcome oriented onboarding process to ensure the reps are set-up for success. The onboarding milestones are as follows:
Onboarding Approach● Structured and outcome oriented● Personalized by role and segment● Blended learning and activities
Onboarding Buckets● Bootcamp 0-5 Days● 5-30 Days● 30-60 Days● 60-90 Days
#2 Sales Ongoing Enablement Overview
Ongoing Enablement
1. Equally as important as Onboarding. 2. Tailored to the ramped reps3. Focused on new initiatives and updates to drive continuous sales success.
● Constant Reinforcement of knowledge and skills● Regular Updates on knowledge and processes● Periodic Re-calibration of processes and skills
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Constant Reinforcement
90+ Days - Regular Updates
Periodic Re-Calibration
Audience Poll. Please add your response to the chat window
What are some of the key metrics you use to measure the
impact of your enablement program?
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Impact of Sales Enablement at Procore
Measuring the Impact
1. Align to Global Sales Objectives/Key Results.
2. Identify leading vs lagging indicators.
Leading - Emails/Calls/Meetings/Pipeline Flow
Lagging - Closed, Won $, ASP, ASC
3. Define the success metrics with the business sponsor. Needs to be
measureable (ie. increase ASP, pitch training consumption, adoption metrics).
4. Measure it and be honest with the results.
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Impact of Sales Enablement at Procore
1. Company: 100+% YOY Growth.
2. Sales: Average rep attainment is greater than 100+%.
3. Sales: 90+% of reps hit time to first deal target.
4. Sales Enablement:
90+% adoption metrics (content, tech, etc.)
Sales reps rate the overall program at 4.8/5 (internal NPS survey)
99% of sales reps recommend the program
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What We Will Be Talking About
Attributes of a best-in-class Sales Readiness Program:The Ideal Sales Readiness Framework
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Mastery of Knowledge& Skills
Message Calibration
ProcessExcellence
RefreshingCommunication
Coaching/ Accountability
Knowledge BaseliningMessage Calibration
Onboarding Ongoing EnablementTi
me
Req
uire
d fr
om R
ep
Enablement Processes
Ideal Sales Readiness Framework
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Knowledge& Skills
Message Calibration
Process
Tim
e R
equi
red
from
Rep
Knowledge BaseliningMessage Calibration
RefreshingCommunication
Coaching/ Accountability
Com
mon
Tr
igge
rs
Readiness Processes
Ideal Sales Readiness Framework
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Sales Onboarding
Product Launch
Company Acquisition
Changing Corporate Strategy
Knowledge& Skills
Message Calibration
Process
Tim
e R
equi
red
from
Rep
RefreshingCommunication
Coaching/ Accountability
Com
mon
Tr
igge
rs
Readiness ProcessesKnowledge BaseliningMessage Calibration
Ideal Sales Readiness Framework
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Changing Competitive Position
New Objection Handling
Manager Coaching as per Local Needs
Changing Pricing Strategy
Sales Onboarding
Product Launch
Company Acquisition
Changing Corporate Strategy
Knowledge& Skills
Message Calibration
Process
Tim
e R
equi
red
from
Rep
RefreshingCommunication
Coaching/ Accountability
Com
mon
Tr
igge
rs
Readiness ProcessesKnowledge BaseliningMessage Calibration
Ideal Sales Readiness Framework
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After QBRs
After Sales Kickoff
After Product Launch
After Onboarding
Changing Competitive Position
New Objection Handling
Manager Coaching as per Local Needs
Changing Pricing Strategy
Sales Onboarding
Product Launch
Company Acquisition
Changing Corporate Strategy
Knowledge& Skills
Message Calibration
Process
Tim
e R
equi
red
from
Rep
RefreshingCommunication
Coaching/ Accountability
Com
mon
Tr
igge
rs
Readiness ProcessesKnowledge BaseliningMessage Calibration
Ideal Sales Readiness Framework
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After QBRs
After Sales Kickoff
After Product Launch
After Onboarding
New Product Updates
News About Competition
New Marketing Message
Sales Leader Podcast
Changing Competitive Position
New Objection Handling
Manager Coaching as per Local Needs
Changing Pricing Strategy
Sales Onboarding
Product Launch
Company Acquisition
Changing Corporate Strategy
Knowledge& Skills
Message Calibration
Process
Tim
e R
equi
red
from
Rep
After QBRs
After Sales Kickoff
After Product Launch
After Onboarding
New Product Updates
News About Competition
New Marketing Message
Sales Leader Podcast
On The Ground Performance Gaps
Insights / AnalyticsOn Gaps
RefreshingCommunication
Coaching/ Accountability
Com
mon
Tr
igge
rs
Readiness Processes
Changing Competitive Position
New Objection Handling
Manager Coaching as per Local Needs
Changing Pricing Strategy
Knowledge BaseliningMessage Calibration
Sales Onboarding
Product Launch
Company Acquisition
Changing Corporate Strategy
Ideal Sales Readiness Framework
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Summary
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KEY TAKEAWAYS
1. Investing in Sales Enablement will separate great companies from good companies.
2. Reducing ramp time and time to first sale has had a significant impact on Procore’s growth story.
3. A structured sales readiness program will improve win rates, quota attainment and reduce attrition
rates.
4. Map enablement outcomes to business results - leading indicators (e.g. readiness) and lagging
indicators (e.g. revenue, quota attainment)
Learn • Share • Network
Questions?
Alex JaffeManager, Sales Enablement
[email protected]/alexsjaffe
Larry ReevesCEO
in/larryreeves
Marc WendlingVP of Sales
in/marc-wendling-0b1503
Learn • Share • NetworkTaking Inside Sales to the next level of professionalism & performance…
THANK YOU!A replay of today’s session will be available in our Knowledge Center at aa-isp.org
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