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

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

Kyle Doerflein, Director of Sales Enablement & Productivity, LogicMonitor

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Sales Enablement Collective

December 01, 2020
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  1. ©LogicMonitor 2019 The Dark Arts of Data Evolving from Sales

    Training to Sales Productivity Kyle Doerflein Director of Sales Enablement & Productivity LogicMonitor
  2. ©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
  3. ©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
  4. ©LogicMonitor 2019 Why?

  5. ©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 Sale Enablement & Productivity A little about me… 5
  6. ©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
  7. ©LogicMonitor 2019 “It’s not what you know, It’s what you

    can PROVE.” — Denzel Washington in Training Day 7
  8. ©LogicMonitor 2019 8 WHAT should I measure?

  9. ©LogicMonitor 2019 9 Objective: ROI Metrics Baseline Metrics Metrics: Demonstrate

    Value of Enablement Tools, Training, or Headcount
  10. ©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
  11. ©LogicMonitor 2019 Baseline Metrics What to Measure? 11

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

    of filters
  13. ©LogicMonitor 2019 ROI Metrics What to Measure? 13

  14. ©LogicMonitor 2019 ROI Metrics What to Measure? 14

  15. ©LogicMonitor 2019 15 WHAT do I do with it now?

  16. ©LogicMonitor 2019 Internal Sales & Marketing 16 Linear Buyer Journey

    Map
  17. ©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
  18. ©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
  19. ©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
  20. ©LogicMonitor 2019 Thank You

  21. ©LogicMonitor 2019 Q&A