Growth is a crucial objective for any successful business. More than 52% of executives expect to grow 10 - 20 percent year-over-year. However, growth requires excellent coordination between a company's sales & marketing team. During this webinar, you'll learn how sales enablement aligns your sales and marketing organizations, and how it's key to successful B2B growth.

1. Why sales enablement is essential for your B2B growth strategy
Jim Ninivaggi – SiriusDecisions & Emma Dunstone - Showpad
September 29

2. Intelligent Growth 2015:
The State of B-to-B Sales
Jim Ninivaggi
Service Director
29 September 2015

3. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 3
The Race for Growth Is On; Are You Ready?
B-to-b sales organizations all must grow − the question is how
confident they are and whether they are prepared for the challenges that lie ahead.
52% Expect to grow 10 to 20
percent year-over-year
100% Expect to grow this year
38% Expressed high confidence
in reaching or exceeding
growth goals

4. © 2015 SiriusDecisions. All Rights Reserved 4
Executive Summary
• Key issues
• Every sales organization must grow, facing many challenges along the path
to success
• Making the decision on how to reach growth targets has significant strategic
and execution-related ramifications
• Growth transformation requires alignment across the entire sales leadership
team
• What you will walk away with
• A view of the five pillars of growth for b-to-b companies
• Findings from the SiriusDecisions Sales Leaders Survey
• Insight into sales growth challenges and actions sales leaders should take

5. The Five Pillars of Intelligent Growth
Alignment around growth starts with a shared strategy

6. © 2015 SiriusDecisions. All Rights Reserved 6
Five Ways to Grow
1
Entrance into — or expansion of — vertical, horizontal and/or
geographic segments using existing/new offeringsMarkets
2 Formal targeting of new buying centers and personasBuyers
3
Launch of new products/services, or enhancement of the
current portfolioOfferings
4
Purchase of other companies, or the incubation of new business
unitsAcquisition
5 Maximizing efficiency, effectiveness and engagementProductivity

7. The SiriusDecisions Sales Leaders Survey
Investment: where and why

8. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 8
Study Demographics
We conducted the Sales Leaders Survey to look at growth strategies,
key sales challenges and total sales investment.
9%
15%
75%
10%
58%
32%
Geography/Size Role
Twenty-five
industries were
represented; no
single industry
contributed more
than 8 percent
of the sample.
24%
24%
12%
20%
20%
80%
70%
60%
50%
40%
30%
20%
10%
0%
APAC EMEA North America
Under $500M Over $500M
Chief Sales
Officer
SVP/EVP/VP
of Sales
SVP/VP Sales
Operations
SVP/VP
Channel Sales
SVP/VP
Sales
Enablement

9. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 9
Sales Leadership Confidence Index
There is a clear indication that confidence in the ability to grow
strengthens with organizational maturity.
14%
61%
25%
2%
37%
61%
Confidence: Reach or Exceed Goal
80%
70%
60%
50%
40%
30%
20%
10%
0%
Low Confidence Reasonably Confident Highly Confident
Under $500M Over $500M
Confidence Leads to...
• Capital expenditures
• Hiring
• Outside investments

10. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 10
5%
30%
29%
21%
7%
What Is The Primary Pathway to Growth?
The focus on buyers and markets as primary growth areas applied
across all organization sizes within the study.
Under $500M Over $500M
1%
38%
33%
21%
7%
Acquisition
Buyers
Markets
Offerings
Productivity Acquisition
Buyers
Markets
Offerings
Productivity

11. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 11
Investments: Year Over Year
With economic strength and growing revenues, organizations are
beginning to demonstrate the desire to increase the percentage of investment in sales.
33%
29%
29%
28%
25% 26% 27% 28% 29% 30% 31% 32% 33% 34%
Over $500M
Under $500M
Prior FY2 Current FY
% Total Revenue Invested in Sales

12. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 12
Key Investment Areas
Percentage of revenue invested in sales is on par across both
revenue bands, but where the investments are being applied varies.
Sales Investment Breakdown
24%
15%
9%
33%
8%
11%
20%
22%
16%
17%
17%
8%
0%
5%
10%
15%
20%
25%
30%
35%
Headcount Technology Sales Training Sales Comp Channel Other
Under $500M Over $500M

13. Growth Challenges
Insight from b-to-b sales leaders

14. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 14
Growth Challenges: Where?
With need for growth accelerating for most organizations,
understanding the challenges is critical to implementing change.
Top Growth Challenge
6%
18%
22%
22%
32%
0% 5% 10% 15% 20% 25% 30% 35%
Internal Support
Buyer Engagement
Product
Talent
Competition

15. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 15
Critical Issues: Competition
Market and competitive intelligence lead the way, ensuring
sales reps are properly prepared.
Critical Issues: Top Competitive Challenge
13%
17%
24%
46%
0% 10% 20% 30% 40% 50%
Existing
Competition
New
Competition
Out-Executed
Sales Team
Out-Executed
Marketing Team
Leadership
• Stay paranoid
• In-field competitive coaches
Operations/Enablement
• Win/loss analysis
• Content finds the rep
Channel
• Sales support
• Messaging architecture

16. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 16
Critical Issues: Talent
As sales organizations grow, recruitment is a leading challenge, but
the need to make existing sales reps more effective cannot be overlooked.
Critical Issues: Top Talent Challenge
12%
15%
35%
38%
0% 10% 20% 30% 40%
Recruitment
Ongoing
Development
Retention
Onboarding
Leadership
• Lead the war from the front
• ABR (Always Be Recruiting)
Operations/Enablement
• Onboarding foundation
• Certification
Channel
• Partner profiles
• Nurture

17. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 17
Critical Issues: Product
As innovation continues to accelerate, stress is put on the entire
sales organization.
Critical Issues: Top Product Challenge
13%
23%
28%
36%
0% 10% 20% 30% 40%
Competitive
Offering
Meeting
Buyer Needs
Innovation
Launch
Leadership
• Know thy competitive advantage
• Roadmap insight
Operations/Enablement
• Guided selling
• JIT training
Channel
• Solution architecture
• Playbooks

18. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 18
Critical Issues: Buyers
These are the two key challenges: getting in front of new buying
groups, and knowing what to say once you get there.
Critical Issues: Top Buyer Challenge
18%
20%
24%
39%
0% 10% 20% 30% 40% 50%
Identifying New
Buyers (who)
Engaging New
Buyers (how)
Managing New
Buyer Journey
(process)
Defining New
Buyers (roles)
Leadership
• Lead the transformation
• Communicate strategy
Operations/Enablement
• Re-boarding
• Conversation guides
Channel
• Persona models
• Demand creation

19. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 19
Critical Issues: Internal Support
Filling the top of the funnel continues to be a top challenge that must
be addressed by marketing and sales as a best practice.
Critical Issues: Top Internal Support Challenge
13%
25%
27%
36%
0% 10% 20% 30% 40%
Demand
Generation
Executive
Sponsorship
Technology
Content
Leadership
• Marketing alignment
• Process governance
Operations/Enablement
• Service-level agreements
• Prospecting tools/systems
Channel
• Partner portals
• Measurement

20. © 2015 SiriusDecisions. All Rights Reserved 20
The Death of the B-to-B Rep Has Been Greatly Exaggerated
#savetheb2bsalesrep

21. Action Items
From Showpad – the leading sales enablement platform

22. © 2015 SiriusDecisions. All Rights Reserved 22
Action Items • Sales leadership
• Relentlessly focus on productivity
• Lead alignment efforts on growth
• Sales operations/enablement
• Maximize efficiency and effectiveness
• Target investments to overcome growth challenges
• Channel sales
• Select partners based on growth priorities
• Focus partner enablement on competitive intelligence

23. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 23
Common Solution
Sales Asset
Management
Sales Ops/
Enablement
Sales
Leadership
Channel
Partners

24. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 24
Sales Leadership
Increase Productivity.
Leadership
• Easy access to relevant content.
• Visibility into how engaged prospects are.
• Identify key stakeholders.

25. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 25
Sales Operations/Enablement
Maximize efficiency and effectiveness.
Sales Enablement
• Provide sales with content in the right sales context.
• Guide sales through every conversation.
• Implement technology that eliminates frustrations
and enhances every sales interaction.

26. SiriusPerspective:
© 2015 SiriusDecisions. All Rights Reserved 26
Channel Sales
Accelerate growth.
Channel Enablement
• Improve partner on-boarding process and go-to-
market.
• Continuously help partners educate themselves on
your offering.
• Identify which partners are actively selling your
product and growing your business.

27. About Showpad

28. © 2015 SiriusDecisions. All Rights Reserved 28
Where companies are today:
No visibility into
content usage
No insight into
engagement

29. © 2015 SiriusDecisions. All Rights Reserved 29
Where companies need to be:
Analytics Insights

30. © 2015 SiriusDecisions. All Rights Reserved 30
Showpad Sales Enablement
MKT CONTENT
Training
Field sales
Partner
Channels
Trade Shows
Inside sales

31. © 2015 SiriusDecisions. All Rights Reserved 31
Over 750 Customers

32. © 2015 SiriusDecisions. All Rights Reserved 32
Sales Enablement Transforming Your Business
ANALYTICS
MKT CONTENT
Control over content
ANALYTICS
ANALYTICS
ANALYTICS
25% increase in content usage by the sales
team.!
300% increase in content usage by the sales
team instead of using an internal web portal.!
41% of sales reported selling additional products
and services.!
!
17% increase in sales within the first month of
deployment.!
!
Effective content
anywhere, anytime
Business growth
Optimize spend

33. Free Trial
www.showpad.com/signup