“Sales enablement has the most leverage in driving the productivity of your salesforce.”
-Matt Heinz, President, Heinz Marketing
Sales enablement is yet another hot new term that's been injected into sales lingo and it’s getting more budget allocated in high growth companies. These companies are deploying this role with incredible results as they jump on the opportunity to supercharge the revenue generating side of the business.
On this presentation, you'll discover:
The keys to an effective sales enablement program
How technology can help you drive revenue and shorten the sales cycle
How to track, measure and improve your sales enablement program
How Sales Enablement drives productivity and closes more deals
How marketing and sales can develop effective Sales Enablement content
4 types of content sales can use to close faster
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
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
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9. @PersistIQ
6 Key Elements in a
Sales Enablement Program
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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
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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
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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
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13. @PersistIQ
Having quick and easy access to content
(marketing collateral, playbooks, etc.) is
crucial for sales teams.
4) Content Strategy
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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
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15. @PersistIQ
1) Collect the right data
2) Regularly report it
3) Analyzing and taking action
6) Access to Better & More Insightful Data
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16. @PersistIQ
How To Measure Your Program’s Effectiveness
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● 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
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Expressed as a Percent of a Rep’s Day.
How much time are reps spending actively
selling?
2) Active Selling Time
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2) Active Selling Time
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Products like PersistIQ automate
tedious tasks, allowing you to
spend less time on admin work
and more time selling.
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?
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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.
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)
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:
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:
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
Articles to reference for the next few slides:
http://labs.openviewpartners.com/sales-enablement-program/
Articles to reference for the next few slides: https://leveleleven.com/2016/06/4-sales-kpis-measure-sales-enablement/
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.
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.
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.
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.
And that is proven by data. Blue: teams that have a playbook, yellow - teams that don’t. The study is from Aberdeen Group.
And they’ve done the same study a few years back that proves the same point: sales playbooks are must haves.
Living document.
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.
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.
Messaging and design / brand presentation are consistent
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)