VP Sales Enablement Strategy

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1 Qvidian Sales Effectiveness Overview Rich Berkman Rich Berkman VP Sales Enablement Strategy

2 Qvidian Sales Enablement Overview Agenda Sales Enablement Strategy & Platform Qvidian Overview Sales Performance Challenges / Goals What Is A Sales Playbook & Why Do They Work? ENABLE Process: How To Design Your Sales Playbook Unique Insight Derived from Playbook Analytics Playbook Demonstration & Roadmap Q/A Pg. 2

3 Meet Max

4 The Qvidian Sales Enablement Suite RFP, Proposal & Complex Document Automation Interactive Sales Playbooks & Analytics Dynamic Sales Content Library Integrated with Unique & Actionable Sales Performance Analytics 3

5 Sales Enablement Business Challenges Drive repeatable and consistent sales / interaction Sales Portal (SharePoint) has turned into a dumping ground Impossible to ID what content, tools or messaging helps sales win Messaging consistency - with personalization Retain/reinforce sales process/training Foster Team Selling, Knowledge transfer - scale marketing & SMEs Sales forecasting inaccurate / subjective Sales spending too much time on non-selling activities (CRM) Low adoption on sales technology offerings (CRM, Portals ) 4

6 Exercise #1: Assess the performance of your sales team Sales Performance Measures Rank Importance / Potential Impact Overall win rates Forecast Accuracy Ramp up time for new salespeople Length of sales cycles Reinforce sales process / training Drive consistent sales messaging Average deal size Number of deals reps can work Percentage of reps hitting quota New product / service offerings rollout velocity 2

7 How Sales Typically Operate Today Search laptop, grab old content Sales Person Check the Web Make it up Look in sales portals and intranet sites Call experts for help Send s to other reps Buyer

8 Improving Sales Performance Buying Process Awareness Alternatives Problem Fit Why should I listen to you? What is your solution? How does it solve my problem? What does your What does your company do? Will it meet the Will i h following needs? What problems do you solve? How does it fit How does it fit into my business? What makes it different? Who else have you done it for? you done it for? What will it take to implement? How much will it t? cost? Can you send me some information? How long will it How long will it take? Can you show me how it works? Who has to be involved? Discovery Qualification Solution Fit Sales Process Assess Risk What ROI can I expect? Can I talk to others who have done this? What proof do you have it will work for me? work for me? How will you support me? Proof Value Let s discuss with management. What What ss your best your best and final offer? Will you accept these terms? Who needs to approve this? approve this? How do we get started and when? Close

9 What is a Sales Playbook? Playbook [pleɪbʊk] n (Team Sports / American Football) a book containing a range of possible set plays a notional range of possible tactics in any sphere of activity Sales Playbook Pitch book, sales training manual, sales primer, battle cards The 25lb sales training binder left on my desk Qvidian Sales Playbooks An Interactive Sales Playbook aligns situation-specific sales and marketing strategies, content, tools, and coaching with the customer s s buying cycle, all within a CRM system, so a salesperson is armed with what s proven to work for each selling situation. 3

10 Structure of Sales Playbooks Content 33

11 Interactive Sales Playbooks 4

12 Five Simple Steps to Create Your Sales Playbook ENgage Assemble the team members Create the work plan & deliverables Schedule the design sessions Assess Identify recurring selling situations Profile winning sales engagements Look for patterns, align with sales process Build Identify playbook stages and activities Assign content, tools, and media to activities Add coaching tips for stages and activities Identify and fill information gaps Launch Start with pilot group, get feedback Roll out to sales team with support from crossfunctional management Evolve Monitor usage Measure impact Leverage analytics to find opportunities to optimize playbooks

13 Qvidian Sales Playbook Template Playbook Type/ Name: Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Atiit Activity / Content t / Link Activity / Content / Link Activity / Content / Link Activity i / Content / Link Activity / Content / Link 12

14 Exercise #2: What Playbook Is Right for our Business? Build a Variety of Playbooks for Different Selling Situations Lead Management Opportunity Management Strategic Account Management Proposal Management Retention Cross sell, Up sell Industry Vertical Customer Segment Account Management On boarding / Ramp Up Delivery / Implementation Many others. Pg. 5 5

15 Structure of a Sales Playbook (stages) Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6 Identify the Stages of your Sales Playbooks Playbooks are made up of Stages and Activities. Atiiti Stages are the first level lyou define in a playbook. For example, here are a sample of 5 stages that might be set up for an opportunity playbook: Stages represent the major phases or milestones of a selling cycle They can be used to represent any sequence of activities where you are trying to drive repeatable behavior They can also simply be categories or containers of information to support a sales activity They can reflect the stages of a standardized sales methodology (e.g., The Complex Sale) 35

16 Structure of Sales Playbooks (activities) Activity / Content / Link Activity / Content / Link Identify the primary activities within the stages of the playbook Within each of the stages, you can have a variety of Activities. For example: These would be the activities within the Discovery Stage 37

17 Examples of Playbook Activities t / Content t Case studies and Business Case Scenarios Presentations, Product, Service or Solution information Podcasts (e.g., Coaching, Objection Handling, etc..) Pricing Forms and Worksheets Coaching Tips on How to Setup Face to Face Meetings Agreements and Contracts t Sample Letters and templates Organizational Charts Graphics Sample Winning Proposals Marketing Brochures Executive Bios and Subject Matter Experts Company History Presentations Pg. 14

18 Dynamic Playbooks, Stages & Activities Driven by CRM Lead, Account or Opportunity Detail

19 Solution Selling for Qvidian Playbooks in CRM 18

20 Increase Conversion o of Leads to Opportunities t n y Software Compan Challenges? Provide access to a newly designed call script Link in a Champion Kit for reps to follow up with prospects Track where leads are converting and average length of time to convert Results Achieved! Increased the conversion rate as reps use the newly presented sales tools Increased the throughput of lead processing by putting all the key lead mgmt tools in one playbook at their fingertips

21 Foundation: Powerful Dynamic Content Libraries Google-like search and customizable search options for content & experts Privilege-based access to the most up-to-date content Personalized documents & presentations Easy to save and share favorite documents & presentations for reuse Easily connect to other content systems, applications or tools from Playbook

22 Evolve: Analytics from playbooks spotlight what to do next! What are Playbook Influenced Sales Performance Analytics? Qvidian provides unique actionableinsightsthatinsights that help your sales team close business at each stage of the buyer process. How are these Sales Performance Analytics different from what I already get from my CRM? Sales Playbooks deliver new insight into how your sales activities impact the sales cycle allowing various stakeholders to take immediate action to improve sales performance. 21

23 Evolve: Greater Visibility, Metrics Not Hunches! How can I improve my confidence in forecast accuracy? Spotlight which deals are real by opportunity Compare what a rep reports to actual events How can I identify the choke points in deals and the sales process? Analyze activities iii that cause a deal to stall Compare velocity of playbook stages to forecast stages What value and impact are the content, tools and other resources having on sales? Marry activity usage with deal outcomes Highlight activities that advance and drive deals to close Eliminate ineffective sales activities On average, over 50% of forecasted deals don t closeand morethan 40% ofsales reps fail to hit quota. CSO Insights 2009 Sales Performance Optimization Survey 22

24 Analytics/Value for Sales Reps Sell more effectively and efficiently Quickly assess what needs to be done next.

25 Sirius Decisions on Integrated Sales Playbooks Sirius Perspective: Integrated sales playbooks are critical in an organization s drive to improve sales productivity. y (time & energy) Ef fficiency Activities Process/ Skills/Tools Home- Grown Sales Portal Integrated Sales Playbooks Productivity Content/ Knowledge Effectiveness (quality & results) Increased Productivity: o More Opportunities o Shorter Sales Cycles o Larger Deal Size o Higher Win Rates Source: SiriusDecisions 24

26 Sales Playbooks & Analytics Roadmap Playbooks for Tablets and Smart Phones Standalone Playbooks (i.e. not CRM integrated) Deeper Integration with SharePoint and Other Content Repositories Deeper Integration ti with leading Marketing Automation ti Systems Additional Reporting & Analytics Capabilities Enhanced User Interface Expanded Browser Support 25

27 Benefits for Qvidian Customers Dynamic content management Improved sales & marketing effectiveness Increased sales productivity / performance Access to sales information contextual to opportunities Technology aligned with sales / buyers process Reinforcement of sales process drive consistency Reduced ramp up time (new salespeople / product messaging/info) Higher win rates / Increased revenue Shorter sales cycles Improved forecast accuracy Targeted guidance/learning through sales cycle

28 What would it take to get a playbook effort going for your organization? Identify Team Sponsor / Governance Team VP Sales & Marketing, Sales Operations, Product Marketing, Field Effectiveness, Sales Training??? Discuss Selling Situations Relative to Corporate Objectives Reinforce sales process, drive productivity, increase win rates, etc? Identify Compelling event Sales training, kick-off meeting, recent acquisition, new hires, new products? Contact Qvidian to help outline a business case and make you successful!

29 Contact Information Qvidian, Inc. 175 Cabot Street, Suite 210 Lowell, MA Phone: +1 (877) Max Video Rich Berkman VP Sales Enablement Strategy +1(978) com/qvidian Sales Enablement Resources 20

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