We recently had the pleasure of talking sales enablement with the Sales Enablement Lab and Thierry v. Herwijnen.
Tom Pisello, Alinean's CEO / Founder was interviewed about the recent proclamations on the Death of the B2B Sales Rep, and what his thoughts were on the future of B2B selling and sales enablement.
The original recording can be accessed at: http://www.thierryvanherwijnen.com/s1e9/
There has been some controversial research from several top analysts on the Death of the B2B Sales Rep. Can you tell us about some of these latest findings?
There are a hundred problems you could solve for your sales team, but some are certainly more pressing than others. The last thing you want is to spend a pile of cash on technology nobody uses. To ensure you create an app your sales reps actually use, you need to figure out what problems they’re having in the field, how they’re solving them today, and which problems are the highest priority.
Don’t use surveys (quantitative research) yet!! You’ll want to do some qualititative research (one-on-one conversations) before you jump in and start getting all quantitative.
What types of questions might you ask?
Companies have come to understand that content is king, and they’ve spent a lot of money worshipping at content’s altar. In 2014, according to Advertising Age, three-quarters of marketers said they planned to increase spending on content, while only 1.3 percent said they’d be reducing their spend. Marketing Profs’ own study of B2B marketers pegged the number planning to spend more at 60 percent. According to Gleanster, American business alone spends $5.2 billion a year on content creation.
However, without readership, you’d might as well flush that cash down the toilet. According to Sirius Decisions, 60 to 70 percent of all content sits unused, and the real numbers can be even higher. In one example cited on Sirius Decisions’ blog CDW shared that a recent project to consolidate three sales portals into one revealed that 93 percent of all content produced or stored in the portals went unused.
That’s a horrible number, but CDW has something going for it that most companies do not: it knows the scope and nature of its problem. It also has a good idea of which content is actually being used. Do you have that?
Sales is in panic! They need content now or deals will die – but they can’t get it. Marketing rushes to generate what sales needs, but by the time they do sales is working different deals with different content needs. It’s a state of perpetual hysteria – and it prevents sales and marketing from working strategically to solve the problem.
Moderator: Craig Nelson; Panelists: Michael Cannon, Jim Burns
Is your sales organization prepared to sell to the 2015 empowered buyer? To grow revenue you must go beyond the re-org of sales staff and territories. As we come into the new year it's imperative that you put in place a holistic system to enable success or risk the chance of your sales staff becoming irrelevant to your buyer.
This session is a round table discussion following topics related to the 4 elements of sales enablement:
• People: sales skills needed to sell to smarter buyers
• Process: defining and aligning sales methodologies to the buyers journey
• Content: messaging and assets needed to advance the buyer through their journey
• Technology: automation to educate as sellers sell and buyers self educate
Listen Now to Webinar: https://www.brighttalk.com/webcast/1192/137847
Moderator: Craig Nelson; Panelists: Thierry van Herwijnen, Tamara Schenk
If you are like many, moving from random acts of sales enablement to a more "systemized" approach to enable sales success is new to your organization. This panel covers what to anticipate and how to overcome obstacles that cause sales enablement initiatives to either fail or simply fall short of expectations.
These experts will share lessons learned on topics such as:
• The 4 key elements of sales enablement
• Sales enablement maturity assessment
• How to create a "rolling thunder" of support that makes sales enablement get pulled throughout the organization
• How technology is enabling the real-time delivery of sales enablement resources before, during and after the sales interaction
Listen Now: https://www.brighttalk.com/webcast/1192/128231