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How to Use Sales Enablement to
Increase Pipeline & Drive Revenue
@PersistIQ@PandaDoc
@PersistIQ
Presented by:
PersistIQ and PandaDoc
@PandaDoc
1. What is Sales Enablement?
2. 6 Key Elements in a Sales Enablement Program
3. How To Measure Your Program’s Effectiveness
4. Playbook
5. Case studies
6. Presentations
7. Quotes, proposals, contracts
8. Exit surveys
9. Battle cards
@PersistIQ
Table of Content
@PandaDoc
Brandon Redlinger
Head of Growth, PersistIQ
Personalized Outbound Sales at Scale
The perfect balance between
Personalization and automation
@PersistIQ@PandaDoc
@PersistIQ
What is Sales Enablement?
@PandaDoc
@PersistIQ
“It’s all about providing tools, systems,
processes, training, coaching, and
development that ‘enables’ sales to be
more effective and efficient.”
From David Brock in The Sales Manager’s Survival Guide:
@PandaDoc
How to Use Sales Enablement to Increase Pipeline and Drive Revenue
@PersistIQ
Studies by Aberdeen reveal that sales enablement leads to:
● 62% higher team quota attainment
● 205% more revenue growth
● 725% higher sales velocity
● 23% increase in lead conversion rate
versus organizations without it
The Power of Sales Enablement
@PandaDoc
@PersistIQ
6 Key Elements in a
Sales Enablement Program
@PandaDoc
1. The program is customer-centric
2. The right tools and technology
3. Includes sales process development
4. Good content strategy
5. Access to better and more insightful data
@PersistIQ
Sales needs to know more about marketing,
marketing needs to know more about sales, but
what’s missing is the customer
1)The Program is Customer-Centric
@PandaDoc
@PersistIQ
2) Right Tools & Technology
There are a lot of great tools and technologies that
will help sales teams utilize content, execute
strategy, and make sales reps more effective, like
PandaDoc and PersistIQ.
IMPORTANT: First know what you need.
@PandaDoc
PersistIQ
PandaDoc
@PersistIQ
Sales enablement is a very hands-on role, as you
need to be talking to all the people who are
closest to the problem.
3) Includes Sales Process Development
@PandaDoc
@PersistIQ
Having quick and easy access to content
(marketing collateral, playbooks, etc.) is
crucial for sales teams.
4) Content Strategy
@PandaDoc
@PersistIQ
Having tools that automate tedious tasks and
seamlessly integrate with all the other tools
reduces time spent on admin related tasks.
5) Integrated System
@PandaDoc
@PersistIQ
1) Collect the right data
2) Regularly report it
3) Analyzing and taking action
6) Access to Better & More Insightful Data
@PandaDoc
@PersistIQ
How To Measure Your Program’s Effectiveness
@PandaDoc
● 4 metrics to measuring your program’s efforts
● What to look for
● How to improve
@PersistIQ@PandaDoc
According to a recent poll by Vantage
Point, only 40% of sales enablement
programs are measured.
That means 60% of the teams that are
implementing a program don’t
empirically know if it’s working.
@PersistIQ
Expressed as a percent.
How many of your reps are consistently hitting
or exceeding their quota?
1)Quota Attainment
@PandaDoc
@PersistIQ
Expressed as a Percent of a Rep’s Day.
How much time are reps spending actively
selling?
2) Active Selling Time
@PandaDoc
@PersistIQ
2) Active Selling Time
@PandaDoc
Products like PersistIQ automate
tedious tasks, allowing you to
spend less time on admin work
and more time selling.
@PersistIQ
Expressed in months.
How long does it take for an opportunity to
close?
3) Sales Cycle
@PandaDoc
Expressed as percentages.
What are your conversion rates from marketing
qualified leads to sales qualified leads?
What are your conversion rates from
opportunity to close?
@PersistIQ
4) Conversion Rates in the Funnel
@PandaDoc
Mikita Mikado, CEO of PandaDoc
Over 5000 sales teams trust PandaDoc with their sales
collateral.
Thousands of presentations, quotes, proposals and contracts are sent via
PandaDoc every day.
Format
Impact on Individual
Performance
Impact on Your
Organization
1. Content tips
2. Implementation guide
The Sales Playbook
#1:
1. Faster onboarding
2. Better training
3. Narrower focus
4. Better time management
5. Happier reps
Sales Playbook Impact
1. Less meetings
2. Consistent messaging
3. Consistent process
4. Alignment with marketing and
finance
How to Use Sales Enablement to Increase Pipeline and Drive Revenue
How to Use Sales Enablement to Increase Pipeline and Drive Revenue
Sales Playbook implementation:
1. Google Docs or Office 365 for up to 100 pages
2. Help desk software for FAQs
3. Wiki or specialized software for 100+ pages
Case Study Library
#3:
1. Better understanding of the
buyer persona
2. Higher confidence
3. Higher credibility
4. Faster onboarding
Case Study Library Impact
1. Higher close rates
2. Shorter deals cycle
Case Study Tips:
1. Host case studies on your website if possible.
2. Incorporate case studies in your sales process.
3. Get a few video case studies.
4. Make your case studies short, visually appealing and highlight data.
5. Measure your case studies, specifically, if they are being used and read.
Case Study How-To:
1-20 case studies: your website and/or some file storage
20-500 case studies: solution that allows to categorize and tag content
500+ case studies: buy a specialized solution that automatically suggests content
to sales reps
For analytics, use a document tracking tool (most of them are $10-
$20/user/month)
Example:
www.pandadoc.com/clients
Presentation Templates
#4:
1. More time selling
2. Better presenting skills
3. Higher prospect engagement
Presentation Templates Impact
1. Brand consistency
2. Shorter deals cycle
1. Make marketing invest in the design of your decks.
2. Personalize every presentation.
3. Build a “slide bank” for reps to copy & delete slides from.
4. Measure when presentations are opened and which slides prospects pay the
most attention to.
5. Ensure marketing curates content based on client engagement.
Presentation Tips:
1-1000 slides: Google Docs and Office 365
1000+ slides: Invest in a sales enablement tool with strong tagging and content
discovery features
Presentation Templates How-To:
Quote, Proposal, and Contract
Templates
#5:
1. More time selling
2. Less frustration
Document Templates Impact
1. Less errors
2. Shorter deal cycle
3. Alignment with legal and finance
4. Brand consistency
5. Increased sales
1. Use sales proposals over quotes or plain contracts.
2. Get a tool to eliminate copy-pasting in and out of your CRM.
3. Allow customizations but lock certain sections of your templates from editing
(legalize, terms).
4. Streamline approval process.
5. Track opens and views for timely follow-ups.
6. Include videos and client quotes in proposals.
Document Template Tips:
1-2 document per rep per month: do it manually, but use analytics tool to track
opens and views
If you have more than 10 product configurations or need to calculate totals, get a
CPQ tool
Adopt eSignatures into your process
Quotes, Proposals, and Contracts How-To:
Example:
www.pandadoc.com/templates
Exit Surveys
#6:
1. Clarity on areas to improve
2. Alignment with a manager
3. Better sales skills
Exit Surveys Impact
1. Better sales process
2. Better sales, product, and
management alignment
3. Smarter business
1. Ask about reps.
a. Domain expertise
b. Speed
c. Helpfulness
2. Ask about your sales process.
3. Ask for reasons they buy or didn’t buy.
a. Offer options to choose from
b. Offer a free-form text box
Exit Survey Tips:
1-10 deals (won or lost) / rep / month: manually
10+ deals / rep / month: integrated surveys with automatic reminders
Exit Surveys How-To:
Battle cards
#7:
1. Confidence
2. Better sales skills
3. Faster onboarding
Battle Cards Impact
1. Increased closing rate
2. Increased deal size
1. Include competitor comparison in proposals.
2. Have a short and long-form comparisons.
3. Add social validation to your statements (client quotes).
Battle Card Tips:
Example
1. The playbook
2. Case study library
3. Presentation templates
4. Quote, proposal, and contract templates
5. Exit surveys
6. Battle cards
Right Content Leads to More Sales
PandaDoc
mikita@pandadoc.com
@mikitamikado
@PersistIQ
PersistIQ
Want to see how PersistIQ can
enable your sales team to be more effective?
Let’s talk.
brandon@persistiq.com
bit.ly/trypersistiq
#MeasuringSalesMetrics @PersistIQ@PandaDoc
@PersistIQ@PandaDoc
Thanks for joining us!

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How to Use Sales Enablement to Increase Pipeline and Drive Revenue

  • 1. How to Use Sales Enablement to Increase Pipeline & Drive Revenue @PersistIQ@PandaDoc
  • 3. 1. What is Sales Enablement? 2. 6 Key Elements in a Sales Enablement Program 3. How To Measure Your Program’s Effectiveness 4. Playbook 5. Case studies 6. Presentations 7. Quotes, proposals, contracts 8. Exit surveys 9. Battle cards @PersistIQ Table of Content @PandaDoc
  • 4. Brandon Redlinger Head of Growth, PersistIQ Personalized Outbound Sales at Scale The perfect balance between Personalization and automation @PersistIQ@PandaDoc
  • 5. @PersistIQ What is Sales Enablement? @PandaDoc
  • 6. @PersistIQ “It’s all about providing tools, systems, processes, training, coaching, and development that ‘enables’ sales to be more effective and efficient.” From David Brock in The Sales Manager’s Survival Guide: @PandaDoc
  • 8. @PersistIQ Studies by Aberdeen reveal that sales enablement leads to: ● 62% higher team quota attainment ● 205% more revenue growth ● 725% higher sales velocity ● 23% increase in lead conversion rate versus organizations without it The Power of Sales Enablement @PandaDoc
  • 9. @PersistIQ 6 Key Elements in a Sales Enablement Program @PandaDoc 1. The program is customer-centric 2. The right tools and technology 3. Includes sales process development 4. Good content strategy 5. Access to better and more insightful data
  • 10. @PersistIQ Sales needs to know more about marketing, marketing needs to know more about sales, but what’s missing is the customer 1)The Program is Customer-Centric @PandaDoc
  • 11. @PersistIQ 2) Right Tools & Technology There are a lot of great tools and technologies that will help sales teams utilize content, execute strategy, and make sales reps more effective, like PandaDoc and PersistIQ. IMPORTANT: First know what you need. @PandaDoc PersistIQ PandaDoc
  • 12. @PersistIQ Sales enablement is a very hands-on role, as you need to be talking to all the people who are closest to the problem. 3) Includes Sales Process Development @PandaDoc
  • 13. @PersistIQ Having quick and easy access to content (marketing collateral, playbooks, etc.) is crucial for sales teams. 4) Content Strategy @PandaDoc
  • 14. @PersistIQ Having tools that automate tedious tasks and seamlessly integrate with all the other tools reduces time spent on admin related tasks. 5) Integrated System @PandaDoc
  • 15. @PersistIQ 1) Collect the right data 2) Regularly report it 3) Analyzing and taking action 6) Access to Better & More Insightful Data @PandaDoc
  • 16. @PersistIQ How To Measure Your Program’s Effectiveness @PandaDoc ● 4 metrics to measuring your program’s efforts ● What to look for ● How to improve
  • 17. @PersistIQ@PandaDoc According to a recent poll by Vantage Point, only 40% of sales enablement programs are measured. That means 60% of the teams that are implementing a program don’t empirically know if it’s working.
  • 18. @PersistIQ Expressed as a percent. How many of your reps are consistently hitting or exceeding their quota? 1)Quota Attainment @PandaDoc
  • 19. @PersistIQ Expressed as a Percent of a Rep’s Day. How much time are reps spending actively selling? 2) Active Selling Time @PandaDoc
  • 20. @PersistIQ 2) Active Selling Time @PandaDoc Products like PersistIQ automate tedious tasks, allowing you to spend less time on admin work and more time selling.
  • 21. @PersistIQ Expressed in months. How long does it take for an opportunity to close? 3) Sales Cycle @PandaDoc
  • 22. Expressed as percentages. What are your conversion rates from marketing qualified leads to sales qualified leads? What are your conversion rates from opportunity to close? @PersistIQ 4) Conversion Rates in the Funnel @PandaDoc
  • 23. Mikita Mikado, CEO of PandaDoc Over 5000 sales teams trust PandaDoc with their sales collateral. Thousands of presentations, quotes, proposals and contracts are sent via PandaDoc every day.
  • 24. Format Impact on Individual Performance Impact on Your Organization 1. Content tips 2. Implementation guide
  • 26. 1. Faster onboarding 2. Better training 3. Narrower focus 4. Better time management 5. Happier reps Sales Playbook Impact 1. Less meetings 2. Consistent messaging 3. Consistent process 4. Alignment with marketing and finance
  • 29. Sales Playbook implementation: 1. Google Docs or Office 365 for up to 100 pages 2. Help desk software for FAQs 3. Wiki or specialized software for 100+ pages
  • 31. 1. Better understanding of the buyer persona 2. Higher confidence 3. Higher credibility 4. Faster onboarding Case Study Library Impact 1. Higher close rates 2. Shorter deals cycle
  • 32. Case Study Tips: 1. Host case studies on your website if possible. 2. Incorporate case studies in your sales process. 3. Get a few video case studies. 4. Make your case studies short, visually appealing and highlight data. 5. Measure your case studies, specifically, if they are being used and read.
  • 33. Case Study How-To: 1-20 case studies: your website and/or some file storage 20-500 case studies: solution that allows to categorize and tag content 500+ case studies: buy a specialized solution that automatically suggests content to sales reps For analytics, use a document tracking tool (most of them are $10- $20/user/month)
  • 36. 1. More time selling 2. Better presenting skills 3. Higher prospect engagement Presentation Templates Impact 1. Brand consistency 2. Shorter deals cycle
  • 37. 1. Make marketing invest in the design of your decks. 2. Personalize every presentation. 3. Build a “slide bank” for reps to copy & delete slides from. 4. Measure when presentations are opened and which slides prospects pay the most attention to. 5. Ensure marketing curates content based on client engagement. Presentation Tips:
  • 38. 1-1000 slides: Google Docs and Office 365 1000+ slides: Invest in a sales enablement tool with strong tagging and content discovery features Presentation Templates How-To:
  • 39. Quote, Proposal, and Contract Templates #5:
  • 40. 1. More time selling 2. Less frustration Document Templates Impact 1. Less errors 2. Shorter deal cycle 3. Alignment with legal and finance 4. Brand consistency 5. Increased sales
  • 41. 1. Use sales proposals over quotes or plain contracts. 2. Get a tool to eliminate copy-pasting in and out of your CRM. 3. Allow customizations but lock certain sections of your templates from editing (legalize, terms). 4. Streamline approval process. 5. Track opens and views for timely follow-ups. 6. Include videos and client quotes in proposals. Document Template Tips:
  • 42. 1-2 document per rep per month: do it manually, but use analytics tool to track opens and views If you have more than 10 product configurations or need to calculate totals, get a CPQ tool Adopt eSignatures into your process Quotes, Proposals, and Contracts How-To:
  • 45. 1. Clarity on areas to improve 2. Alignment with a manager 3. Better sales skills Exit Surveys Impact 1. Better sales process 2. Better sales, product, and management alignment 3. Smarter business
  • 46. 1. Ask about reps. a. Domain expertise b. Speed c. Helpfulness 2. Ask about your sales process. 3. Ask for reasons they buy or didn’t buy. a. Offer options to choose from b. Offer a free-form text box Exit Survey Tips:
  • 47. 1-10 deals (won or lost) / rep / month: manually 10+ deals / rep / month: integrated surveys with automatic reminders Exit Surveys How-To:
  • 49. 1. Confidence 2. Better sales skills 3. Faster onboarding Battle Cards Impact 1. Increased closing rate 2. Increased deal size
  • 50. 1. Include competitor comparison in proposals. 2. Have a short and long-form comparisons. 3. Add social validation to your statements (client quotes). Battle Card Tips:
  • 52. 1. The playbook 2. Case study library 3. Presentation templates 4. Quote, proposal, and contract templates 5. Exit surveys 6. Battle cards Right Content Leads to More Sales
  • 54. @PersistIQ PersistIQ Want to see how PersistIQ can enable your sales team to be more effective? Let’s talk. brandon@persistiq.com bit.ly/trypersistiq #MeasuringSalesMetrics @PersistIQ@PandaDoc

Editor's Notes

  1. Articles to reference for the next few slides: http://labs.openviewpartners.com/sales-enablement-program/
  2. Articles to reference for the next few slides: https://leveleleven.com/2016/06/4-sales-kpis-measure-sales-enablement/
  3. I’m not a VP of sales, I’m a software engineer. However, I founded a company that helps over 5000 companies enable their sales teams with documents. 5000 is a big number, so I had an opportunity to talk to hundreds of sales and sales operations leaders and learn. I’ve seen thousands of sales documents, all kinds of sales collateral and have many conversations about their effectiveness.
  4. FORMAT: This presentation is going to be very actionable, we’ll go over the list of the most popular content pieces that empower sales teams and discuss their impact on individual performance, impact on your reps and group performance, impact on your organizations.
  5. The first piece of content that every sales organization need to have is a the sales playbook. This content is a must-have, I’m sure most of you guys already have a play book. Some sales leaders use PandaDoc to send their playbooks to every new employee, so I’ve seen a number of playbooks.
  6. Again, sales playbooks are must have and you all probably have one and know what a good play book needs to have. Playbooks should have a general information on your business and sales org, information about your buying personas and their journeys, information on how reps should manage their time, outline of your sales process, information on commission structure and bonus rules, measured goals, sales methodology. Of course, you can deliver this information in trainings, which means your onboarding period is going to last forever or have reps to shadow more than they need to others or ask around, which means, again, slower onboarding and decreased productivity. Playbooks also eliminate arguments and drama. They simply help to build stronger orgs.
  7. And that is proven by data. Blue: teams that have a playbook, yellow - teams that don’t. The study is from Aberdeen Group.
  8. And they’ve done the same study a few years back that proves the same point: sales playbooks are must haves.
  9. Living document.
  10. Reps get closer to the customer. Understanding that your company helped customers alike makes reps more confident. Stories about real businesses that your company already helped make reps a lot more credible and trusted. Close rates increase because customers trust your reps and find your offering relevant, deals get shorter because reps get fast-tracked to decision makers.
  11. Get inbound through case studies, try to send social proofs, video case studies are the least boring case studies with the highest engagement, case studies are boring, case studies either going to supercharge your process or add friction - measure which one it is.
  12. Messaging and design / brand presentation are consistent
  13. Our example at PandaDoc (huge slide deck with all pain points addressed - reps delete a few cuz deleting is faster). Tell my story of raising money ($5M)
  14. This is the land of pain
  15. This is the land of pain
  16. This is the land of pain
  17. Increased deal size = less discounting