Closing the gap between revenue teams

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Closing the Gap Between Revenue Teams Louis Jonckheere, Co-Founder and President, Showpad

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Speaker Louis Jonckheere Co-Founder and President, Showpad

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The best customer experience wins

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Convenience

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Exceptional value

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90% of B2B companies expect customer experience to be the next battleground Gartner, 2018

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Customer experience is the current battleground

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77% of B2B buyers feel that making a purchase is too complicated and time consuming Gartner, 2019

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We aren’t organized to deliver uniﬁed buying experiences Sales Marketing CX Services

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CMS CRM Marketing Automation We don’t have the tools to deliver a uniﬁed buying experience

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2 gaps that drive poor buying experiences

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#1 Customer knowledge variance

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● Each silo has its own truth ● Little to no knowledge exchange Where is my customer knowledge? ● CRM ● Surveys ● Meeting notes ● Market research Spread across different systems Spread across different teams

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How accurate is my customer knowledge? 95% of what happens in sales conversations gets lost TOPO research, 2018/2019

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Customer knowledge variance has major ramiﬁcations Ineffective messaging & content Inability to articulate unique value Inability to show unique value Marketing Sales CX

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#2 Revenue Enablement gap

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The buyer expects a consistent experience across all channels Buyer Experience Sales Services Customer Success Marketing Buyer Channel

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Revenue Enablement is the strategic process of equipping revenue teams with the right knowledge, skills and tools to acquire and grow customers efﬁciently and effective. Revenue En•ab•le•ment / Re-ve-nju en-ey-buhl-muh nt /

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The 4 pillars of Revenue Enablement

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Making your customer facing teams knowledgeable Gain Knowledge

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Make your content ﬁndable Searching Browsing & Filtering

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Make any relevant knowledge snippets ﬁndable

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Guide sellers through plays Desired outcome Goal Subject matter expert who can help Others than me Battle cards, messaging training course, Example pitch, etc. Knowledge Case studies, ROI calculator, datasheets, etc. Tools Technology vertical, existing customer, enterprise. Objections, pain points. Target + characteristics Plays

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Deliver contextual (micro-)training Need-based training Microlearning

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Personalize engagement through the buyer journey Gain knowledge Engage with buyers

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What makes a customer conversation great Storytelling Inspiring & engaging Collaborative Mutual input, convenient & solution-oriented Valuable Personalized, relevant & timely

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Deliver your story in an engaging way

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Virtual storytelling still has its limits Selling becomes broadcasting Seller Buyer Expectations Reality Gets Disengaging presentations Lacks ability to connect Needs human interactions Delivers personalized experiences

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Becoming experts in virtual storytelling

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From email to personalized buyer portals

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Best-in-class B2B sales organizations that utilize buyer portals to deliver information achieve 28% higher revenue. Aberdeen consulting

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From email to personalized buyer portals Improved content ﬁndability Better personalization Aligns with customer journey

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Upgrade sales skills with modern coaching Gain knowledge Engage with buyers Be coached on skills

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Coaching changed drastically overnight

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No content

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The impact of coaching on Quota Attainment Miller Heiman

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Guide reps from tests to practicing Pitch our product Role play Write customer email Present using marketing content

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Coach sellers on their practice assignments

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And share the best examples with your team

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Start recording your customer meetings “ of your customers have no problem with recording your sales conversations” Internal Showpad research, 2019

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Use conversation intelligence to gain a deeper understanding

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Deliver high-impact coaching with meeting recordings

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Coaching Gain knowledge Be coached on skills Engage with buyers Revenue Intelligence

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Harness the power of Revenue Intelligence Coaching Gain knowledge Be coached on skills Engage with buyers Revenue intelligence

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Harness the power of Revenue Intelligence Coaching Gain knowledge Be coached on skills Engage with buyers Revenue intelligence

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Harness the power of Revenue Intelligence Coaching Content intelligence Be coached on skills Engage with buyers Revenue intelligence

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Harness the power of Revenue Intelligence Coaching Content intelligence Be coached on skills Buyer intelligence Revenue intelligence

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Harness the power of Revenue Intelligence Coaching Content intelligence People intelligence Buyer intelligence Revenue intelligence

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Thank you!