In the digital era, the most successful companies will not only be on the cutting edge of product, they will be the ones who use social media as a part of their overall global business strategy. Social media allows different departments to build meaningful relationships with customers, partners, employees and influencers. These relationships are what delivers customer satisfaction, and ultimately drives revenue. 

In this webinar, HootSuite’s VP of Marketing, Dee Anna McPherson, shares insider advice on how to drive your key business objectives with an integrated, organization-wide social media strategy

This eWorkshop is ideal for any marketing professional who needs to create a social enterprise by building meaningful relationships with customers, partners, employees and influencers. Check it out @ 

http://www.demandmetric.com/content/eworkshop-building-social-enterprise

Read the source article at demandmetric.com

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Today, Vidyard announced that Salesforce Pardot customers can now identify online video viewers and track their viewing history as part of lead scoring, qualification and automated nurture programs. With this release, Vidyard now offers native integrations across Salesforce, enabling brands to leverage online video as a strategic component of marketing and sales activities.

Read the source article at Yahoo Finance

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Identify new prospects and predict when they will buy – at every stage of the buyer’s journey

6sense-240-safe

Overview

 

Remember the good old days of lead generation?  Invest in lead gen activities across multiple channels, use metrics to monitor the lead flow and channel effectiveness, optimize the mix, score the leads and pass the qualified ones off to sales.  Actually, that’s not so much the good old days but the here and now of how many marketing organizations try to drive revenue.  It’s a process with a lot of moving parts and it takes expertise and lots of attention to detail to keep this finicky process performing at acceptable levels.

To various degrees, technology and intelligence infiltrate the nooks and crannies of this process, but little of this technology is about enabling this process in a predictive way.  Most of the automation, however helpful, provides a historical view of the process performance.  We can know with a high degree of precision what has happened, but none of the technology has provided that crystal ball that lets us accurately see the conversion future of leads in the funnel.  This is about to change with a new product recently available from an emerging player to watch: 6Sense.

Amanda Kahlow, CEO and founder of 6Sense, got her start doing multi-channel consulting.  She helped B2B enterprise clients make sense of the historical data – a look in the lead generation rear-view mirror – to wring the last ounce of performance out of their processes.  At some point, she had an epiphany: let’s use this data to look forward and give sales and marketing organizations what they really want: accurate predictions about who will buy and when.

Five years ago, with a major client’s financial backing, Kahlow began turning the concept into a working prototype of a predictive marketing and sales intelligence system.  The prototype showed enough promise to raise an additional $12 million investment from two partners to refine the prototype.  Just less than three months ago, 6Sense emerged from “stealth” mode with a handful of B2B enterprise clients and the zeal to evangelize the marketing world about predictive intelligence.

6Sense provides a solution for identifying new leads and when they will buy – in every stage of the sales cycle – before they reveal themselves.  6Sense connects the dots between purchased behavioral data, data from relevant websites, Marketing Automation, CRM and other internal and external sources.  A data catalogue is created for every client product category.  So, when Dr. Emmett Brown goes searching online for information about flux capacitors, the vendors who sell them and use 6Sense are going to know who he is before he reveals himself, and when he’s going to buy with an accuracy that can exceed 90%.

 

Implications

 

6Sense claims its solution is “account based marketing meets predictive lead scoring.”  Marketing is increasingly about sustaining predictable levels of performance.  Organizations have little time or patience for endless trial and error experiments on the part of their marketing teams, tinkering with campaign and media mix parameters trying to squeeze some incremental results out of the effort.  What 6Sense does is enable the accurate prediction of the percent likelihood, how much, what and when an identifiable prospect will buy.

In early implementations, 6Sense is showing that it has the intelligence to auto-qualify certain leads it detects.  It almost sounds as if we can implement 6Sense and put marketing on auto-pilot, but even marketing predictive intelligence engines need input, and that input is in the form of campaign creation and execution.  6Sense can provide a rich stream of predictive information about the leads in the funnel, but marketing still has to do the creative work to get those leads there in the first place.

A major implication of 6Sense is its ability to uncloak some or perhaps most of the “unknown” activity that all marketers know is occurring around their content and lead gen efforts.  Many studies confirm what marketers have understood as a growing trend: buyers remain hidden from sellers much deeper into the sales cycle than they once did.  The buyers like to self-educate on the rich hoard of content vendors make available.  Increasingly, vendors don’t know who the buyers are until they’ve reached the late, decision stage of the buying cycle.  Now, 6Sense, using techniques like reverse IP lookup, and through other data it acquires, can let its users know who some of these “unknown” prospects are.  That level of detailed information is powerful.  This is not to say there aren’t any risks with using this information, but 6Sense makes getting it possible.

 

Considering what 6Sense claims to do, what Marketing Automation vendor wouldn’t want this capability tightly integrated within its system?  It could give any vendor a significant competitive advantage, so why not just buy this startup company?  When asked about her exit strategy for 6Sense, Kahlow acknowledged that she has received several offers for 6Sense, but isn’t yet interested in selling.  Her passion to take 6Sense onwards and upwards is admirable and the acquisition interest is both flattering and validation of what 6Sense is doing.  At the same time, now that the predictive intelligence cat is out of the bag, vendors who want this capability and can’t buy it will develop it themselves.  It took Kahlow five years to create what she offers today.  A well-funded Marketing Automation vendor – or bigger player – won’t take as long.

 

Actions

 

Marketers should familiarize themselves now with the capabilities of predictive intelligence, and determine if they will benefit from what it provides.  It may seem like a “no-brainer”, but 6Sense and any other solutions like it, if they exist, aren’t for everyone.  If a company’s products are bought via a “considered” purchasing process – advancing through the stages of need awareness, discovery, consideration and decision – then 6Sense is a great fit.  For products that are impulse purchased, 6Sense or other predictive intelligence engines are not positioned to provide significant value.

Just having the right environment for exploiting 6Sense, such as having a B2B solution acquired via a “considered” purchase process, doesn’t guarantee readiness to implement this solution.  There is surely a cultural readiness that is necessary to commit and get success from a predictive marketing intelligence platform.  Those marketing organizations that are analytics averse are probably far from ready to take this journey.  A data-driven mentality and belief in analytics is the foundation for success using a solution like 6Sense.

Marketing organizations that are eager to investigate predictive technology should understand that implementations like 6Sense require the development of a custom data catalogue, and each product requires a separate data catalogue.  The current process for implementing the 6Sense predictive marketing intelligence solution is between four and six weeks, and this is consistent with the challenges that many Business Intelligence solutions have: it takes time and some smart people to implement them.  As a small company, 6Sense will need to scale its customer onboarding and implementation process to address the demand it seems poised to get.  Given its current resources, 6Sense has the capacity to serve about 20 customers in the next two quarters.  Companies convinced that this predictive marketing intelligence approach is an imperative should waste no time getting in line.

Predictive intelligence is emerging technology.  It has tremendous promise and is already paying dividends for some early adopters. CMOs that don’t like to experiment may find that 6Sense is a little too early-stage for their comfort.  It is, however, a good fit for CMOs who want to explore predictive intelligence with a leading edge approach.

There are many reasons marketers should have intense curiosity about predictive intelligence, and near the top of the list is its ability to help marketing prove its value.  Marketing is most evolved when it functions and exists as a revenue center.  A solution like 6Sense can help many B2B marketing organizations leapfrog some evolutionary steps required to get there.

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By Clare Price

We all know that customers are getting more sophisticated in their buyer’s journey. That means we need sales systems that are equally sophisticated in tracking, analyzing and predicting customer behavior. We need better Sales Intelligence.

Sales Intelligence is information used to accelerate the sales process and to improve the performance and productivity of the sales team. What separates Sales “Intelligence” from sales “data” is the level of insight and analysis, increasingly, both real-time and socially influenced, integrated into the solution.

That’s why we produced our latest Solution Study: Sales Intelligence: Insights, Landscape and Vendor Analysis. In our report we look at the range of intelligence products from basic customer and company profiling to solutions capable of providing sophisticated relationship maps to assist sales in engaging with decision makers at key accounts.

The insights and analysis presented in this report are given to provide marketers with a comprehensive understanding of the Sales Intelligence landscape from the perspective of marketing and sales alignment and Sales Enablement. You can download the entire report today in the Resource Center.

At Demand Metric we define a Sales Intelligence Solution as comprising the strategies, processes, technologies and tools that support the collection, integration, analysis, delivery and presentation of insights and information that increase sales.

Sales Intelligence solutions offer a myriad of benefits to the organization. These benefits include applications for “priming the sales pump;” enabling sales productivity; supporting the sales cycle; account control and growth, and support for marketing and sales operations to optimize the sales process.

In the report we group benefits into three stages – before the sale, for activities like prospecting; during the sale, such as increasing the sales engagement with relevant information via social insights; and after the sale for win/loss analysis.

We take a detailed look at the vendors and give you the tools to evaluate which one is right for your organization. Vendors across the Sales Intelligence landscape fall into four tiers based on the features and functionality of their offerings: Basic, Standard, Comprehensive and Cutting-Edge.

At the Basic level, Sales Intelligence focuses on creating company profiles and list building using pre-defined filters to develop qualified sales leads. Cutting-Edge Sales Intelligence pushes the intelligence and analytics envelope to enable true sales-focused business intelligence; contextual data analysis, and predictive analysis for sales planning, sales lead development and account retention.

We provide detailed analysis of the function and features of each tier by vendor solution in the Sales Intelligence Solutions report now available from Demand Metric.

We’ve got more than 10 tools for you in this report. I just want to highlight three of them. First, Use our Sales Intelligence Maturity Assessment to evaluate your organization’s current Sales Intelligence initiatives and programs. Second, develop a solid plan and goals for the next 12-18 months for your Sales Intelligence initiative with our Sales Intelligence Strategy Scorecard. Third, review our Sales Intelligence Vendors Matrix to learn about the key vendors in the Sales Intelligence space and to understand which vendors may work best for your organization.

Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solutions Study Series we examine each key stage of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In addition to Sales Intelligence Solutions, we examine CRM, Marketing Automation, Enablement Knowledge Management, CPQ, and Sales Communication Tools.

Please visit our Website today to download this and all of our new Solution Study reports.

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Attribution Goes Mainstream
By Jerry Rackley, Chief Analyst, Demand Metric

Overview

On May 6, 2014, two of the three best known advanced attribution vendors were acquired on the same day. Google acquired Adometry and AOL acquired Convertro. It’s important for marketers to understand the implications of these transactions.

Advanced attribution is an approach for accurately allocating fractional credit to elements of the full stream of media content that a customer sees as they are going through the purchase funnel. With advanced attribution, marketers can know with precision what media stream elements are really responsible for someone converting, and to what degree. Having this granular data was once an impossible dream for marketers, but it is now a reality.

The precise performance data that advanced attribution provides allows marketers to make much better decisions about their media mix. It eliminates the guesswork about what to add and what to take away, intelligently boosting the performance of the full media stream across all channels and devices. Advanced attribution gives marketers a powerful competitive advantage, particularly with rivals who have not yet embraced it.

In its January 2014 Outlook Study, Demand Metric predicted: “…marketing attribution will cast a big shadow over the 2014 marketing landscape.  It really is about answering what many marketers have considered an unanswerable question:  which of my many marketing efforts are having influence, and to what degree?”  Interest in marketing attribution began to register in 2013, and as marketers understand what it provides, no marketer will want to go without attribution data.  It helps link the work marketers do to the results they produce.  The value of understanding this relationship is immense; to know this is a Holy Grail of marketing.”

Implications

With the acquisitions of Adometry and Convertro by two of the biggest online advertising platforms, the adoption afterburners have been lit. If the movement toward advanced attribution was occurring at a leisurely pace before these acquisitions, it’s now become a race for several reasons:

  • Awareness: the simple fact that Google and AOL are the acquiring companies is enough to make anyone sit up and take notice. Those marketers who were not previously aware of advanced attribution won’t remain in the dark much longer.
  • Authenticity: if there were any doubts about how legitimate advanced attribution is, or how well it works, they have been erased by these acquisitions.
  • Adoption: It’s in the best interests of Google and AOL to help their advertisers understand with great precision how their advertising platforms are working. Since attribution of digital media elements is done through pixel implementation or by tagging, Google and AOL have the opportunity to make the implementation very simple, even automatic. They also can choose to make attribution more affordable, if not free for their advertisers, because Google and AOL would probably prefer to simply sell more advertising than charge for attribution.

While we wait and see exactly how Google and AOL will deliver its newly acquired attribution capability, the pace at which it will go through mass adoption is about to accelerate.

Actions

For marketers who have not yet acquainted themselves with the capabilities of advanced attribution, now is the time. Right now, advanced attribution provides a powerful competitive lever; in the not-so-distant future, attribution will become a playing field leveler that every marketing organization will embrace to some degree. Failure to operate and make campaign decisions without the performance data attribution provides will put businesses at a significant disadvantage.

From an industry perspective, advanced attribution is a space to continue watching. Two of the three established vendors – Adometry and Convertro – have been acquired. One remains: Visual IQ. No doubt, these recent acquisitions have spurred on the efforts of other suitors for this last survivor, and it is interesting to speculate who that suitor could be. Adobe appears committed to its own cross-channel attribution efforts. Companies like Facebook, Yahoo and even IBM seem likely candidates. Whoever it is, we probably won’t have to wait long to find out.

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email marketing tips

With spring here, it’s the perfect time for small business owners to reach customers and offer seasonal specials and bring in new business.  Email marketing is a great way to boost business – 44 percent of email recipients have made one of more purchases in the last year based on a promotional email.  Email marketing is a great way to reach your audience, one of many ways to build a great business reputation and boost your sales.  Take into consideration these five tips for effective email marketing: 

Make it Unique to Your Business
Show your customers that it is yours by adding your logo and your own images.  Choose a template that complements it.  Use a newsletter template to announce upcoming events and special news such as promotions or new members of the team.  Keep your tone friendly and conversational. 

Bank on Bulk
Bulk email features can allow you to reach thousands of current and prospective customers with the click of the mouse.  If you have more than one location, the multi-store capabilities even allow you to reach your customers at all of your locations. Remember to make sure the email uses the right tone so it does not sound like a mass email, even if it is.

Thank Your Customers
Make sure to always tell your customers that you appreciate their business. An often over-looked way to do this is through sending email receipts.  Customize your receipts with a “thank you” message and even add a small discount for their next visit if they complete a survey.  This will drive repeat business and boost customer loyalty – this is one of many reasons why personal touch trumps technology.

Let Customers Know You Miss Them
Create automatic reminders that will invite your customers back to your store.  Offer incentives, such as a discount on their next order to let them know you appreciate their business and want them to come back again.  A well-timed email can be just what your business needs to create a steady pace of customers all year long.

Let Your Social Side Shine
Social marketing is powerful, and one beautiful thing about it is that it allows you to connect with customers when and how they want.  Email offers are simple to push and share via your Facebook page.  Remember to put links to your social sites in all of your email campaigns and receipts so customers can find you.

Focus on Simplicity
Make it simple for your readers to subscribe to emails. Post a signup form on your homepage, Facebook page, blog, and all other places where your customers are active.  You could also consider collecting birthdays of all subscribers and offer a special gift of deal.  Just make sure you don’t go overboard with required fields – a too long subscribe form may deter people from sharing their information.

Tell Subscribers What to Expect
Inform your readers so they know what they can expect and how often they will hear from you. Will you send daily deals? Weekly tips? Readers like information on the front end so they can decide if whether or not they want to be on the list.

Make it Scannable
If you do some research, you will find that successful people never send long emails. The same can apply to your business. Your subscribers are busy people who get a lot of emails, so it’s safe to say that you don’t have their exclusive attention. Instead of a long block of text, break up your content into brief paragraphs.  Use subheadings and images to guide your readers through your email and make it easier to read.  If you send a long article, consider adding a link so subscribers can “read more” at their convenience.  Make sure the subject link you choose is to the point too.

Email marketing is a simple and effective way to reach your readers.  As you work to improve your outreach, remember to have a plan.  Email is a way to publish content, yes – but the content you send should help your business achieve its goals. Keep the focus on your business’ values each and every time you reach out to your customers and you just may find your emails lead to increased sales.

What have you done to make your email marketing campaign succeed?

Photo via Flickr

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

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By Julie Zisman, head of marketing, Showpad

On April 3, 2014 we participated in the Demand Metric Virtual Summit: Sales Enablement for Success. For our event session, we partnered with Matthew Penzone at Infraredx. He identified three areas where he could empower the sales organization by using Showpad.

1. Dealing with a hyper-educated buyer in a highly regulated industry

2. Showcasing sophisticated content in a short window

3. Pushing content to market faster in an easy way.

Outside of our session, the event was a full day of learning about new solutions, models and how to align cross-team efforts for a more productive sales organization.  With such a plethora of solutions and platforms available how do you prioritize where to make an investment as effectively as Matthew?

Ask the Right Questions
One of the most important pieces of advice I’ve ever received is to hold tight the problem you are solving. It’s easy to get off course and end up in a sinkhole. If you are looking at Sales Enablement here are some important questions to start with:

  • What’s the make-up of your sales organization? Mostly inside sales?  Mostly outside sales people?  Direct?  Indirect?  Hybrid?
  • Where is your team mostly presenting?  In a noisy office?  In a conference room?  In a field?  In a coffee shop?
  • How many people do they present to?  One?  Three?  A group?
  • What do they use to present? In person, through video chat?  Over webinar technology?
  • How complex is your product or solution to present?

Establish a Profile
Create a profile with the most important characteristics to cover the types of engagements your sales organization has. Prioritize the characteristics of the meetings so you can understand what really has an impact.  Validate your thinking with key stakeholders or by extending a survey to the sales team.

Look at the Data
Now that you have a baseline, look at relevant data so you can figure out what type of improvements to make. If you don’t have data or have access to it, this should be the first place to start.  If you do have access to data, identify points where you can make an impact:

  • How are sales people measured in your organization?  Are they meeting objectives?
  • Are your reps doing too much administrative prep work?
  • Are they adding in additional products or services to increase deal size?
  • Are they using the right messages?
  • Can they leverage the right piece of content at the right time?

Create a Plan
This evaluation and examination should help you spotlight a few key areas that you can fix immediately as well as some business process issues that might need more attention. Create a plan that includes both short term and long-term goals.

Identify Resources
With a solid plan in place you can prioritize the work you need to do and the incremental investments that can help your team reach beyond their quotas. Projects at this point often tackle the following objectives:

  • Onboarding: Our people aren’t ramping fast enough. How can we bring new employee productivity to scale faster?
  • Content: Our content isn’t working and we need to make our messaging clearer with tools for our sales team at every stage of the sale.
  • Training: It’s difficult to get new products to market quickly; how do we train our sales organization on all of our product updates?
  • Administration: Our people are spending too much time looking for or changing content. How do we streamline content delivery that suits everyones’ needs and is easy to find? 

Get Started Now
While this may sound like a big project, you can get started and show results quickly. In our Sales Enablement Ebook, we’ll discuss how Showpad can help you with many of these requirements. I’ll also include an April 2014 benchmark and insight study from Demand Metric so you can see what the experts recommend. I invite you to download the mini-guide and learn how you can bring sales and marketing together to achieve your revenue goals.

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By Clare Price

#SESummit Register Banner

If you think industry conferences are all about racing madly from one event to the next, lugging around a heavy bag stuffed with brochures and giveaways, trying to keep your appointments in check and your feet from burning. Think again.

You can, (and last week more than 400 people did), enjoy all of the benefits of a conference and expo from the comfort of your office – in your bunny slippers if you prefer. The Virtual Summit from Demand Metric is here.

As one industry veteran commented about the show, “First time at a virtual expo. Felt like the real thing, at least in my mind. Feet aren’t sore, no expensive petrol/train/hotels required and no time lost travelling. This has got to be the future.”

Crowds. More than 1500 people registered and 400 attended “live” at the Demand Metric’s Sales Enablement Virtual Summit on April 3.

Content. The highlight of the event was the unveiling of two new Demand Metric Decision Models – the Sales Enablement Framework and the new Sales Enablement Maturity Model, presented by Demand Metric CMO John Follett. Unlike static vendor positioning models from other firms, the Demand Metric Maturity Model is a holistic organizational improvement model that shows modern marketers how to move through growth stages from Undefined to World Class. Demand Metric also introduced six new Sales Enablement Solution Studies for CRM, Marketing Automation, Knowledge Management, CPQ, Communication Tools and Sales Intelligence.

Attendees were treated to 20 live and On Demand Presentations spanning the Sales Enablement landscape from Building a Sales Enablement System to Winning the Complex Sale. More than 3500 resources and tools were downloaded from the Resource Center during the day.

Connections. Crowds wandered the expo halls visiting with sponsors including Callidus, DocuSign, MindMatrix, Act-On, Skura, Showpad, Kerns, Ifbyphone, Newzsocial, Corporate Visions, Xoombi, Sales for Life and the American Society for Training and Development. The Communications Lounge stayed lively throughout the day with many speakers stopping by to provide extra insights for attendees following their presentations.

For registered attendees, the Demand Metric Virtual Summit will be online and available for the next 30 days.

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By Jerry Rackley

Editor’s Note:  This post is part of a series of interviews with sponsors and speakers at the upcoming Demand Metric Sales Enablement Virtual Summit, which will take place on April 3, 2014.

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James Mooney, founder and CEO of ROInnovation, a gold sponsor of the upcoming Sales Enablement Virtual Summit.  We asked Jim to share his thoughts on Sales Enablement:

Why is Sales Enablement so important?

As we are all aware, the B2B sales cycle has dramatically changed over the past years, the buyer is much more informed on what they are looking for, who the competition is or what vendors have made their short list, and perhaps even much of the budget decision has been made. They “engage” or enter the “Sales Cycle” much further than in years past, and they know exactly what they are looking for from the Selling organization or Sales rep. IF that Sales rep does not recognize that, IF that Sales rep is not able to Engage that Prospect with the Right information at the Right Time and in a Timely Manner, they have dramatically reduced their opportunity for success. Knowing when the prospect is engaged, when to follow up, and with what materials is the Competitive Advantage that the selling organization requires. That is where Sales Enablement and our technologies and solutions need to focus.

Our research shows that only half of organizations have a Sales Enablement function, and many that do have it aren’t doing it well.  Why do you think this is?

Sales Enablement, Knowledge Management, and other names we have seen are being placed on this growing unit. With companies becoming much more aware of this “labeling” of the category, I believe this statistic will grow very quickly. We are seeing more and more of our customers having departments with the title: “Sales Enablement”. For the past 12 years, ROIInnovations has been providing the ability to leverage the Voice of the Customer in their Sales Cycles, much as today’s Sales Enablement category dictates, the category did not really have a name until the last couple of years. Kudos to Demand Metric for helping stage this type of event to help companies better understand the definitions around Sales Enablement and what it may mean for their organization.

You’re sponsoring a customer success panel at the Virtual Summit – what can visitors learn from it?

In our session we are joined by one of our customers:  Broadsoft. Not only does Sales Enablement impact the Direct Sales organization, but it extends to the Channel as what we call Channel Enablement. Jeanne Sauer, director of solutions marketing at Broadsoft, will join me to discuss how she is leveraging our Sales and Channel Enablement solution to support her partner community in preparing them for success representing Broadsoft solutions.

About James Mooney

Jim Mooney head shot

Jim Mooney is Founder and CEO of RO|Innovation, a pioneer in sales enablement and customer reference management solutions. Combining strategic vision with tactical precision, Jim has spearheaded the development and introduction of SaaS and mobile applications that address challenges in the sales, marketing and customer reference landscape. Companies ranging from nimble SMB’s to Fortune 500 companies have relied on ROlInnovation to help them streamline their customer reference process and increase sales force efficiency.  Throughout his career, Jim has achieved success at all levels of sales innovation and management. He has provided complex business solutions to blue chip clients including Coca-Cola, American Airlines, Wal-Mart, United Airlines and Shell.

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By Jerry Rackley

Editor’s Note:  This post is part of a series of interviews with sponsors and speakers at the upcoming Demand Metric Sales Enablement Virtual Summit, which will take place on April 3, 2014.

Register for the April 3 Virtual Summit A

Craig Nelson, Founder & Principal at Sales Enablement Group, is on the agenda to present “Building a Sales Enablement System” at the upcoming Sales Enablement Virtual Summit.  We asked Craig to share his thoughts on Sales Enablement:

Why is Sales Enablement so important?

To some, and for many years, it has been a core component to their sales success and viewed as a strategic asset.  For most BtoB companies, Sales Enablement has become critical in response to empowered buyers that simply expect more from BtoB sellers.

Our research shows that only half of organizations have a Sales Enablement function, and many that do have it aren’t doing it well.  Why do you think this is?

I would argue that every company has some degree of sales enablement (with or without a formal function and title).  The question is, how mature Is the organization with the four key elements of sales enablement: People, Process, Content and Technology?  On a scale of 0-5, with 0 being unstructured, random acts of Sales Enablement and 5 being optimized Sales Enablement, most are somewhere between 0 and 2. This is rapidly changing as organizations better align departments to driving profitable revenue and respond to today’s empowered buyers. Those not doing well typically resist organization alignment, don’t believe that sales people need to advise on solutions or simply believe that evolving to a repeatable and measured approach is NOT important to sustaining revenue growth.

You’ll be presenting during the Virtual Summit – what will attendees learn during your session?

My session on building a sales enablement system will cover:

  • Responding to today’s empowered buyer
  • The importance of building deeper sales relationships with empowered buyers
  • What skills are need to become a sales advisor
  • The four elements of a holistic Sales Enablement system
  • How the four elements align the empowered buyers journey – Sales Enablement Blueprint
  • How to assess Sales Enablement maturity and plan to evolve

About Craig Nelson

Craig Nelson

Craig has 25 years of experience in the software industry.  In 1998, he registered http://www.salesenablement.com and subsequently co-founded iCentera in 2003 with the mission to help companies generate profitable revenue. Today the iCentera solution, delivered as a service over the internet, provides a Sales Enablement platform to the commercial market. iCentera has over 250,000 subscribers and in 2011 became part of CallidusCloud, a public software company focused on a broad range of sales performance and effectiveness solutions with a global presence in over 132 countries.

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