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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

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

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  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

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  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

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  4. ©LogicMonitor 2019
    Why?

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  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

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  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

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

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  8. ©LogicMonitor 2019
    8
    WHAT should I
    measure?

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

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  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

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  11. ©LogicMonitor 2019
    Baseline Metrics
    What to Measure?
    11

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

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

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

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

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

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  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

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  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

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  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

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  20. ©LogicMonitor 2019
    Thank You

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  21. ©LogicMonitor 2019
    Q&A

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