World class B2B organizations develop business strategies where both marketing and sales drive business growth. At the core of this strategy is sales enablement, a strategic discipline targeted at your customers and Frontline Sales Managers, driven by marketing and empowered by content.

1. ©
MHI
Global.
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1
Webinar: The 4 Pillars of Successful Sales Enablement
May 29, 2015
Tamara Schenk |@tamaraschenk
#4psales

2. ©
MHI
Global.
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Rights
Reserved.
2
©Copyright
2014
MHI
Global.
All
Rights
Reserved.
IntroducBon
Tamara
Schenk
Research
Director
MHI
Research
InsBtute,
a
division
of
MHI
Global
Mario
Haneca
MarkeBng
Director
EMEA
Showpad
Ø Webinar:
The
4
Pillars
of
Successful
Sales
Enablement
-­‐
May
29th
Focus:
Enabling
Frontline
Sales
Managers
Ø Sales
Leadership
Forum,
London,
June
18th,
with
Showpad
workshop,
led
by
Showpad
CEO
Pieterjan
Bouten

3. ©
MHI
Global.
All
Rights
Reserved.
3
©
MHI
Global.
All
Rights
Reserved.
SALES
LEADERSHIP
FORUM
JUNE
18,
2015
hYp://www.regonline.co.uk/mhiglobalforum

4. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
HOW
TO
ENGAGE
#4psales
Please
submit
your
quesBons
via
the
Q&A
webinar
panel
Recording
will
be
provided
a_er
the
session

5. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
2015
MHI
SALES
BEST
PRACTICES
STUDY:
MORE,
LONGER,…
World-­‐class
involves
MORE
people
in
the
customer
organizaDon
4.4
P e o p l e
i n t e r n a l l y
World-­‐class
perceives
LONGER
sales
cycles
+2.8%
L o n g e r
s a l e s
c y c l e s
World-­‐class
involves
MORE
people
in
the
sales
organizaDon
5.8
D e c i s i o n
m a k e r s
W O R L D -­‐ C L A S S
A L L
R E S P O N D E N T S
4.6
D e c i s i o n
M a k e r s
3.8
P e o p l e
i n t e r n a l l y
2.35
L o n g e r
s a l e s
c y c l e s
Source:
2015
MHI
Sales
Best
Prac?ces
Study
hCp://
mhiglobal.com/2015-­‐Study/

6. ©Copyright
2014
MHI
Global.
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Rights
Reserved.
…BUT
BETTER
PERFORMANCE
Source:
2015
MHI
Sales
Best
Prac?ces
Study
hCp://
mhiglobal.com/2015-­‐Study/
World-­‐class
has
BETTER
retenBon
rates
+5.4%
I n c r e a s i n g
r e t e n B o n
r a t e s
BUT
World-­‐class
outperforms
all
respondents
by
AND
W O R L D -­‐ C L A S S
A L L
R E S P O N D E N T S
1.5%
I n c r e a s i n g
r e t e n B o n
r a t e s
23%

7. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
COUNTERINTUITIVE
DATA
…
Source:
2015
MHI
Sales
Best
Prac?ces
Study
What
is
World-­‐
class
doing
differently
than
all
respondents?
Source:
ShuCerstock
2015
MHI
Sales
Best
Prac?ces
Study
Download
the
Execu?ve
Summary
here:
hPp://mhiglobal.com/2015-­‐Study/

8. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
AGENDA
@tamaraschenk
hYp://www.linkedin.com/in/tamaraschenk
tamara.schenk@mhiglobal.com
§ 2005-­‐2013:
T-­‐Systems
InternaBonal
GmbH:
VP
Sales
Enablement
&
TransformaBon
Senior
Manager
Sales
Enablement
Head
of
Business
Development
UBliBes
§ 2001-­‐2005:
Managing
Consultant,
Detecon
Sales
&
Delivery
§ 1999-­‐2001:
Diebold:
Senior
Consultant:
Sales
&
Delivery
§ 1998-­‐1999:
RaBo
Ltd.
Overseas
Division
Project
Manager,
Sweden
§ 1992-­‐1998:
Rausch
+
Partner
(own
company):
Sales
&
Delivery
Tamara
Schenk
Research
Director
MHI
Research
InsBtute,
a
division
of
MHI
Global
Latest
Research:
Business
Drivers
for
Sales
Enablement
The
Four
Pillars
Of
Successful
Sales
Enablement
§ Customer
Core
FoundaBon
§ Integrate
Frontline
Sales
Managers
§ FoundaBon
in
Sales
OperaBons
§ Collaborate
to
Integrate
Services

9. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
ENABLEMENT
MEANS
DIFFERENT
THINGS…
What‘s
missing?
The
customer…
Training
TransformaBon
ProducBvity
Content
Value
Messaging
Sales
EffecBveness
Playbooks
Technology
Skills
&
Competencies
Revenue
Growth
Field
Readiness
Sales
Excellence

10. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
FIRST
PILLAR:
CUSTOMER
CORE
FOUNDATION
Design
MHI
Research
Ins?tute
Research
Note:
Sales
Enablement
–
GeTng
To
The
Next
Level
Customer
Core

11. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
Sales
OperaDons
Integrated
Services
Frontline
Sales
Managers
PILLARS
TO
GET
TO
THE
NEXT
LEVEL
Design
MHI
Research
Ins?tute
Research
Note:
Sales
Enablement
–
GeTng
To
The
Next
Level
Customer
Core
Scope
FoundaDon
CollaboraDon

12. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
MHI
SALES
SYSTEM
-­‐
CUSTOMER
CORE
"The
main
thing
is
to
keep
the
main
thing
the
main
thing."
Stephen
Covey

13. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
COLLABORATION
ALONG
THE
VALUE
CHAIN
Awareness
Need
to
change
Define
SituaBon
Buying
Evaluate
OpBons
Select
Best
Imple-­‐
ment
Assess
Value
ImplementaDon
&
AdopDon
Customer's
Journey
Shared
goals,
strategies,
processes
and
technology
MHI
Research
Ins?tute
Research
Note:
Sales
Enablement
–
Customer
Core
MarkeDng
–
Sales
–
Service
/
Delivery
Processes

14. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
CUSTOMER
CORE
SFE
FOUNDATION
Awareness
Need
to
change
Define
SituaBon
Buying
Evaluate
OpBons
Select
Best
Imple-­‐
ment
Assess
Value
ImplementaDon
&
AdopDon
Customer's
Journey
Enablement
Services
for
Sales
Professionals
Coaching
Services
for
Frontline
Sales
Managers
MHI
Research
Ins?tute
Research
Note:
Frontline
Sales
Managers
–
Enablement
Needed

15. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
FSM
-­‐
CURRENT
STATE
Key
role
with
huge
leverage
factor
§ Not
properly
defined
§ Poorly
developed
and
enabled
§ Lack
of
investment
Source:
ShuCerstock

16. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
INVESTMENTS
IN
SALES
PRODUCTIVITY
Source:
2014
MHI
Research
Ins?tute
Sales
Performance
and
Produc?vity
Study
8%
11%
28%
16%
19%
9%
11%
54%
55%
48%
60%
62%
82%
81%
38%
34%
25%
24%
19%
9%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Deploy
new
sales
producBvity
applicaBons
Deploy
dedicated
sales
manager
training
and
development
Deploy
new
CRM
system
Change
compensaBon
and
quota
strategy
Change
coverage
model
Improve
product
knowledge
and
market
compeBBve
intelligence
Improve
process,
skills
or
competency
training
Completed
in
2013
or
prior
2014/2015
Not
planned
or
in
place
2014
MHI
Research
Ins?tute:
Sales
Performance
and
Produc?vity
Study
Sales
Manager
Development
s@ll
not
a
big
priority

17. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
TOP
FSM
BEHAVIOURS
Source:
2014
MHI
Sales
Best
Prac?ces
Study
2015
MHI
Sales
Best
Prac?ces
Study
2015
MHI
Sales
Best
Prac@ces
Study
–
Download
your
copy:
hPp://mhiglobal.com/2015-­‐Study/

18. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
WHAT’S
THE
FSM’S
FOCUS?

19. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
ACTIVITIES,
OBJECTIVES
AND
BUSINESS
GOALS
Business
Goals
Sales
ObjecDves
Sales
AcDviDes
To
be
managed
directly?
To
be
influenced
directly?
To
be
measured
directly?

20. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
Measure
results:
business
objecDves
Influence
sales
objecDves
Manage
right
acDviDes
Coach
related
behaviours
1
2
3
MHI
Research
Ins?tute
Research
Note:
Front
Line
Sales
Managers
–
Sharpening
Focus
FRONTLINE
SALES
MANAGER
MANTRA
Leading
Indicators
Lagging
Indicators
Conversion
rates
per
customer’s
journey
stage
Volume
#
|
Value
£,
€,
$
|
Velocity

21. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
Source:
lucaforni.com
Every
piece
of
content
requires
at
least
a
"how
to
use"
training
No
sales
training
without
content
INTEGRATED
ENABLEMENT
SERVICES
MHI
Research
Ins?tute
Research
Note:
Sales
Force
Enablement:
Integra?ng
Content
and
Training

22. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
DESIGNING
ENABLEMENT
SERVICES
MHI
Research
Ins?tute
Research
Note:
Sales
Force
Enablement
Services
Customer‘s
Journey
Scope
for
FSMs
Scope
for
Sales
Pro‘s
Customer‘s
Focus
Engagement
Principle
Design
Points
for
Your
Enablement
Services

23. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
YOUR
TAKE-­‐AWAYS
Focus
Frontline
Sales
Managers
§ Key
role,
but
poorly
defined
and
enabled
§ Must
have:
FSM‘s
coaching
approach
should
reinforce
the
enablement
efforts
and
drive
adopBon
§ Recommended:
specific
FSM
development
programs
§ World-­‐class
segment
with
more
complexity,
but
23%
bePer
performance
§ Focus
on
a
strategic,
holisDc,
cross-­‐funcDonal
enablement
Business
Drivers
Four
Pillars
§ Design:
Customer
Core
§ Scope:
Integrate
Frontline
sales
managers
(FSMs)
§ FoundaDon
in
sales
operaBons
§ CollaboraDon:
Integrate
content
and
training
services

24. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
RELATED
RESEARCH
CONTENT
§ Various
related
research
notes
at
“The
InsBtute”:
§ Gewng
to
the
next
level,
Customer
Core
§ IntegraBng
Enablement
Services
§ Strategic
Issues
2015
Enablement/Training
§ Dynamic
Value
Messaging
Framework
§ Sales
Force
Enablement
DefiniBon
§ All
Things
Enablement:
Maturity
Model,
etc.
§ Various
blog
posts
on
our
website:
hYp://www.mhiresearchinsBtute.com/blog
hYps://www.linkedin.com/today/author/1712460
hYp://blog.tamaraschenk.com/
“The
InsDtute”
hYp://
www.mhiresearchinsBtute
.com/
Learn
more
about
frontline
sales
managers,
their
role
and
how
they
can
beCer
coach
salespeople
in
“mobile”
?mes:
June
18th,
London

25. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
SALES
LEADERSHIP
FORUM
JUNE
18,
2015
hYp://www.regonline.co.uk/mhiglobalforum

26. ©Copyright
2014
MHI
Global.
All
Rights
Reserved.
UNPARRALED
PERSPECTIVES
ON
B2B
SALES
Published
Weekly
§ Sales
Leadership
§ Sales
OperaBons
§ Enablement/Training
§ Sales
Technology
§ 20
years
of
CSO
Insights
OperaBonal
Data
§ 12
years
of
MHI
Sales
Best
Prac?ces
Study
Behavioral
Data
§ Jim
Dickie
§ Barry
Trailer
§ Joe
Galvin
§ Tamara
Schenk
§ Pat
Lynch
§ Tom
Chamberlain
§ Anne
Petrik
§ Kim
Cameron
§ Laura
Andrus
Research Data Expertise
Research,
Data
and
Exper@se
Sales
Leaders
Respect
and
Trust
Globally.
www.mhiresearchinsBtute.com

27. Webinar: The 4 Pillars of Successful Sales Enablement
May 29, 2015
Tamara Schenk |@tamaraschenk