The dark arts of data: Evolving from sales training to sales productivity

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©LogicMonitor 2019 The Dark Arts of Data Evolving from Sales Training to Sales Productivity Kyle Doerflein Director of Sales Enablement & Productivity LogicMonitor

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©LogicMonitor 2019 Pain Points: 2 What we should track Why we should prioritize data What we do with it next Agenda: That’s not my job I don’t know where to begin I don’t know what to do with it

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©LogicMonitor 2019 • International Training Intern • National Sales Trainer • International Training Manager • Senior Trainer • Sales Enablement Manager • Sr Manager Global Sales Enablement & Productivity • Director of Global Sales Enablement & Productivity A little about me… 3

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©LogicMonitor 2019 Why?

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©LogicMonitor 2019 6 Training Enablement Productivity Strategy “In 2013, fewer than 20% of companies had dedicated resources that were specific to Sales Enablement. By the end of 2017, almost 60% of organizations focused on this critical business function.” — CSO Insights

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©LogicMonitor 2019 “It’s not what you know, It’s what you can PROVE.” — Denzel Washington in Training Day 7

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©LogicMonitor 2019 8 WHAT should I measure?

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©LogicMonitor 2019 9 Objective: ROI Metrics Baseline Metrics Metrics: Demonstrate Value of Enablement Tools, Training, or Headcount

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©LogicMonitor 2019 • Time to first Deal • Number of Opportunities • Average Deal Size • Average Conversion Rate • Average Sales Cycle Baseline Metrics What to Measure? 10 • OnBoarding, Ramping • Prospecting • Value Selling, Multi-threading • Sales Skill Efficiency • Sales Skill & Process Efficiency

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©LogicMonitor 2019 Baseline Metrics What to Measure? 11

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©LogicMonitor 2019 Baseline Metrics What to Measure? 12 Screen shot of filters

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©LogicMonitor 2019 ROI Metrics What to Measure? 13

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©LogicMonitor 2019 Internal Sales & Marketing 17 • Send a Bootcamp Summary • Include in your weekly updates • Send directly to leadership • Report back to your steering committee • Share in QBRs • Share in Annual Planning • Include in Business plans for tools

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©LogicMonitor 2019 Dark Arts of Data Final Thoughts… • Get your Baseline Data • Calculate your ROI and Impact • Internally sell your ideas using analytics • Internally Market your teams successes 18

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©LogicMonitor 2019 Final Thoughts… 19 “It’s not what you know, It’s what you can PROVE.” — Denzel Washington in Training Day “King Kong aint got shit on me!” — Denzel Washington in Training Day