Closing the gap between revenue teams

Transcript

1. Closing the Gap Between Revenue Teams Louis Jonckheere, Co-Founder and President, Showpad
2. Speaker Louis Jonckheere Co-Founder and President, Showpad
3. The best customer experience wins
4. Convenience
5. Exceptional value
6. 90% of B2B companies expect customer experience to be the next battleground Gartner, 2018
7. Customer experience is the current battleground
8. 77% of B2B buyers feel that making a purchase is too complicated and time consuming Gartner, 2019
9. We aren’t organized to deliver unified buying experiences Sales Marketing CX Services
10. CMS CRM Marketing Automation We don’t have the tools to deliver a unified buying experience
11. 2 gaps that drive poor buying experiences
12. #1 Customer knowledge variance
13. • 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
14. How accurate is my customer knowledge? 95% of what happens in sales conversations gets lost TOPO research, 2018/2019
15. Customer knowledge variance has major ramifications Ineffective messaging & content Inability to articulate unique value Inability to show unique value Marketing Sales CX
16. #2 Revenue Enablement gap
17. The buyer expects a consistent experience across all channels Buyer Experience Sales Services Customer Success Marketing Buyer Channel
18. 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 /
19. The 4 pillars of Revenue Enablement
20. Making your customer facing teams knowledgeable Gain Knowledge
21. Make your content findable Searching Browsing & Filtering
22. Make any relevant knowledge snippets findable
23. 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
24. Deliver contextual (micro-)training Need-based training Microlearning
25. Personalize engagement through the buyer journey Gain knowledge Engage with buyers
26. What makes a customer conversation great Storytelling Inspiring & engaging Collaborative Mutual input, convenient & solution-oriented Valuable Personalized, relevant & timely
27. Deliver your story in an engaging way
28. 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
29. Becoming experts in virtual storytelling
30. From email to personalized buyer portals
31. Best-in-class B2B sales organizations that utilize buyer portals to deliver information achieve 28% higher revenue. Aberdeen consulting
32. From email to personalized buyer portals Improved content findability Better personalization Aligns with customer journey
33. Upgrade sales skills with modern coaching Gain knowledge Engage with buyers Be coached on skills
34. Coaching changed drastically overnight
36. The impact of coaching on Quota Attainment Miller Heiman
37. Guide reps from tests to practicing Pitch our product Role play Write customer email Present using marketing content
38. Coach sellers on their practice assignments
39. And share the best examples with your team
40. Start recording your customer meetings “ of your customers have no problem with recording your sales conversations” Internal Showpad research, 2019
41. Use conversation intelligence to gain a deeper understanding
42. Deliver high-impact coaching with meeting recordings
43. Coaching Gain knowledge Be coached on skills Engage with buyers Revenue Intelligence
44. Harness the power of Revenue Intelligence Coaching Gain knowledge Be coached on skills Engage with buyers Revenue intelligence
45. Harness the power of Revenue Intelligence Coaching Gain knowledge Be coached on skills Engage with buyers Revenue intelligence
46. Harness the power of Revenue Intelligence Coaching Content intelligence Be coached on skills Engage with buyers Revenue intelligence
47. Harness the power of Revenue Intelligence Coaching Content intelligence Be coached on skills Buyer intelligence Revenue intelligence
48. Harness the power of Revenue Intelligence Coaching Content intelligence People intelligence Buyer intelligence Revenue intelligence
49. Thank you!