Does ecommerce Self- Service Top the Performance of Sales Reps?

Transcription

1 Does ecommerce Self- Service Top the Performance of Sales Reps? Point of View Prepared by: Insite Software 1 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

2 Introductions Senior director of Customer Growth Services at Insite Software Focus on early stage B2B ecommerce Practitioner perspective, practical strategist Director of Marketing and ecommerce at Geriatric Medical (Insite User/Customer) Oversees all integrated ecommerce and marketing strategy, implementation and results Extensive Magento and Insite Commerce experience 2 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

3 Key question Does ecommerce self-service outperform sales reps? 3 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

4 Performance depends on situation Achieving desired performance requires alignment of channel capabilities to the buyer s need. Self-Service Channel Initial research Transactional buying Subscription buying Account management Status checks Sales Rep Channel Complex quoting Complex solution selling Adoption of digital Account expansion Managing organizational risk & political journey 4 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

5 Performance comparison is difficult Desired outcomes are not the same in different channels. KPIs in each channel will be different. Self-Service KPIs Return on ad spend Conversion % Straight buy % Rebuy % Self service goal completion % Sales Rep KPIs Quote to close % Revenue retention Account MRR / ARR Adoption rate of digital Distribution compliance with sales program 5 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

6 Value of analytics and analysis Analytics can be applied to understand channel contribution, cross-channel influence, sales rep contribution, and where to invest. Offline Engagement Print catalogs Packaging Job site visits Phone Fax Tradeshows Online Engagement Paid media Website, portals s Mobile site Mobile app 6 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

7 Practical analytics example 7 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

8 KPI dashboard example #1 (online only) 8 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

9 KPI dashboard example #2 (with sales reps) 9 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

10 Buyer trends Decreasing average age (born digital) Liquid expectations for all experiences Move across channels seamlessly (when incented) IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

11 Buyer migration dashboard 11 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

12 Buyer migration value model 12 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

13 Seller trends Transitioning from product focus to customer focus Increasing awareness that B2C experiences will not serve the complexity of B2B Increasing segmentation and alignment of messages 13 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

14 Buyer engagement by seller 14 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

15 Basic sales performance comparison Revenue Order volume Order value Unit volume Unit value CLTV 15 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

16 Key question How can the performance of both self-service and sales reps be improved? 16 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

17 Tools for self service & sales reps 17 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

18 Key takeaways Channels should complement, not compete KPIs should reflect desired outcomes; use caution when using the same KPIs for self-service and sales reps The sales force needs tools to understand the customer and engage with digital solutions Analytics should unite offline and online data 18 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

19 Q&A 19 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps

20 Thank You 1 (866) info@insitesoft.com Insitesoft.com 20 IRCE 2016 Comparing Performance of Self Service vs. Sales Reps