Transform Sales Results with a Systems Approach: Docebo Inspire 2017
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Mike Kunkle, VP of Sales Transformation Services at Digital Transformation Inc., emphasizes a systems approach to enhance sales performance. He identifies common sales enablement challenges and outlines a framework consisting of four sales systems aimed at improving both sales productivity and overall outcomes. This document also includes insights into successful initiatives and results from past sales transformations.
Transform Sales Results with a Systems Approach: Docebo Inspire 2017
- 1. Mike Kunkle VP, Sales Transformation Services Transform Your Sales Results with a Systems Approach
- 2. A Systems Approach to Sales Transformation DXform.io mike.kunkle@fastlaneus.com (214) 494-9950 Follow Mike & His Content Personal Blog http://www.TransformingSalesResults.com DTI Blog/Insights http://www.DXform.io/blog SMM Webinars http://bit.ly/STSTonSMM BrightTALK Webinars http://bit.ly/TheSalesExpertsChannel LinkedIn Publisher http://bit.ly/MikeKunklePublisher LinkedIn Profile http://www.linkedin.com/in/mikekunkle Twitter https://twitter.com/mike_kunkle SlideShare http://www.slideshare.net/MikeKunkle Google+ https://plus.google.com/+MikeKunkle Mike Kunkle is a respected sales transformation architect and widely- recognized sales training and sales enablement expert. He’s spent 22 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven- effective sales transformation methodologies. Today, Mike is the VP of Sales Transformation Services for Digital Transformation Inc. (a division of Fast Lane Consulting & Education Services) and founder of Transforming Sales Results, LLC. He consults, advises, writes, speaks, leads webinars, designs sales learning systems that get results, and guides clients through all aspects of their sales transformation. Mike Kunkle VP, Sales Transformation
- 3. Our Plan for Today • Sales Enablement Challenges • The Four Sales Systems • Challenges Solved: Past Results • System Component Details • Next Steps & Q&A docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 3 KEEP CALM. WE HAVE A PLAN.
- 5. Common Sales Enablement Challenges | Desired Outcomes • Decrease new-hire ramp-up • Deliver consistent value messaging (relevant/contextual) • Adopt sales process / methodology • Improve sales performance: - Improve sales force productivity ($rev/rep) - Increase quota attainment - Grow pipeline size 3-4X (# of opps) - Increase deal size - Improve margins - Speed-up pipeline velocity - Increase win-rate • Decrease sales talent churn • Increase / improve sales coaching. docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 5
- 6. Common Sales Enablement Challenges | Outcomes | Initiatives Challenges | Outcomes Initiatives Decrease New-Hire Ramp-up Deliver Consistent Value Messaging Adopt Sales Process / Methodology Improve Sales Force Productivity ($rev/rep) Increase Quota Attainment Grow Pipeline Size 3-4X (# of opps) Increase Deal Size Improve Margin Speed-up Pipeline Velocity Increase Win-Rate Decrease Sales Talent Churn Increase / Improve Sales Coaching Selection | Sales Onboarding | Analytics | Coaching | Tools | Sales Management Product Marketing | Analytics | Training | Coaching | Tools | Sales Management Training | Coaching | Tools | Sales Management Analytics | Training | Coaching | Tools | Solutioning | Sales Management Analytics | Demand Gen | Training | Coaching | Tools | Sales Management Analytics | Training | Coaching | Tools | Sales Management Analytics | Training | Coaching | Tools | Sales Management Analytics | Training | Coaching | Tools | Sales Management Analytics | Training | Coaching | Tools | Solutioning | Sales Management Selection | Sales Onboarding | Coaching | Sales Management Analytics | Training | Coaching | Sales Leadership Analytics | Training | Coaching | Tools | Solutioning | Sales Management ImproveSales Performance docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 6
- 7. Common Sales Enablement Initiatives | Themes Sales Selection Sales Process Sales Coaching Sales Methodology Sales Tools Sales Analytics Sales Messaging Sales Leadership Sales Management Sales Onboarding Sales Solutioning Sales Training Sales Enablement Recurring Solutions docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 7
- 8. The Four Sales Systems
- 9. CSO Insights 2016 Sales Enablement Optimization Study People Technology Skills & Knowledge Process © MHI Global, All Rights Reserved Key trends from benchmarking best-in-class SE Programs • Take a holistic view of Sales Enablement • Focus on people, technology, process, and skills/knowledge • Prioritize and phase implementations Download the report docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 9
- 10. What is a Systems Approach? Human Systems docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 10
- 11. Automotive Systems What is a Systems Approach? docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 11
- 12. How is this different in organizations? What is a Systems Approach? • Hiring System 1 System 2 • Learning & Development System 3 • Compensation System 5 • Coaching & Management System 4 • Processes It’s Not! And more… docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 12
- 13. The Sales Performance Ecosystem • Big, overwhelming and unwieldly for most people to address at once (And, this chart doesn’t include all of the sales management ecosystem components) docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 13
- 14. The Four Sales Systems http://bit.ly/4SalesSystems-Overview docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 14
- 15. Why These Four Systems? • They address these things… Common Sales Enablement Initiatives | Themes • And these… docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 15
- 16. Past Results
- 17. Past Results (Just a Sampling) • Decreased ramp-up time by: 23%, 34%, 47%, 52% (3-18 months) • At 120 days, new reps outperformed a control group of 5-year reps by 21% (6 months) • $398mm YoY revenue increase, $9.96mm net profit increase, and a 400% ROI (12 months). • Increased sales/rep in the 90 days after training by 2.3/month – avg. increase of $183k/class or $36.6mm/year (9 months) • Improved average profitability/new reps by 11% (4 months) • Improved new rep win-rate by 16% (6 months) docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 17
- 19. Sales Selection System • Determine Sales Competencies • Determine Traits • Create Job Documentation • Select Psychometrics Assessments • Implement Behavioral Interviewing • Test Situational/Hypothetical Judgment • Orchestrate Skill Validation • Perform Background & Reference Checks http://bit.ly/4SalesSystems-Selection docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 19
- 20. Sales Readiness & Enablement docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 20
- 21. Sales Support System • Ensure reps deeply understand your buyers • Document buying process with buying process exit criteria • Create buyer engagement content that aligns with exit criteria • Ensure reps have the needed market and business acumen to create and communicate value • Align sales process to buying process and use a buyer- oriented, consultative, solution-focused, outcome-driven sales methodology • Use sales enablement tools to improve sales efficiency and effectiveness • Use analytics to track training, content, sales behavior, and outcomes. • Train reps to engage buyers in valuable business conversations and to create real value and differentiation, through their customer acumen, business acumen, and solution acumen http://bit.ly/4SalesSystems-SalesSupport docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 21
- 22. Sales Learning System • Ensure content matters • Design great learning • Engage managers • Sustain knowledge/transfer skills • Coach to mastery • Measure for success • Manage performance • Lead & manage change http://bit.ly/4SalesSystems-SalesLearning docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 22
- 23. Stage 1: Knowledge Acquisition Acquire the knowledge behind the skill with examples and assessments/tests to validate learning. eLearning, Classroom Instruction (FTF or Virtual), Assessments Stage 2: Knowledge Sustainment Sustain the knowledge; reverse the “forgetting curve.” Q&A, Check-Ins, Assessments, Learning Reinforcement Systems Stage 3: Skill Development Develop and practice skills. Convert knowledge into behavior. Flipped Classrooms, Role Playing, Live Simulations, Virtual Coaching Tools Stage 4: Skill Transfer Apply the newly- acquired and practiced skills in the workplace. Mentoring and Preparation to Use Skills, Forms/Job Aids/Performance Support Stage 5: Skill Mastery Guide and coach reps to skill mastery and performance outcomes, over time. Sales Analytics, Field Training and Coaching, Coaching Forms and Tools Learn something new. Don’t forget. Just because they learned something new, doesn’t mean they’ll retain it. Just because they know and remember, doesn’t mean they can do it. Just because they can do it, doesn’t mean they will. (Skill/Will Matrix) Just because they tried it, doesn’t mean they did it well or will continue to do it. STAGES WHAT HOW WHY The 5 Stages of Sales Skill Mastery & Behavior Change Sales Learning System docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 23
- 24. Sales Learning System: Going Beyond the 5 Stages • Ensure content matters • Design great learning • Engage managers • Sustain knowledge/transfer skills • Coach to mastery • Measure for success • Manage performance • Lead & manage change http://bit.ly/4SalesSystems-SalesLearning • Stage 1 • Stage 1 • Stages 1-5 • Stages 2-4 • Stages 5 • Measure for success • Manage performance • Lead & manage change Cementing into Culture docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 24
- 25. Sales Management System • Master Sales Hiring • Remove barriers to FLSM engagement • Implement a proven-effective Management Operating Rhythm - Master your Sales Process and Sales Methodology - Conduct Team and Rep Meetings • Master Sales Analytics and the ROAM Method • Develop Field Training and Sales Coaching Skills • Master your CRM and Sales Enablement Tools • Master Sales Performance Management http://bit.ly/4SalesSystems-SalesManagement docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 25
- 26. Sales Management System ROAM • Results vs. Objectives (outcome gap) • Activities performed (what and how much) • Methodology used (quality) Field Training • Tell: Recap with Knowledge Check • Show: Demonstration with Skills Validation • Do: Action Plan with Execution • Review: Check ROAM and Train/Coach Loop Field Coaching • Diagnose: Analytics & Engaged Discussion • Plan: Joint Solution Design and Planning • Do: Execution of Action Plan • Review: Check ROAM and Train/Coach Loop http://bit.ly/4SalesSystems-SalesManagement docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 26
- 27. Appendix Transform Your Sales Results with a Systems Approach
- 28. Further Reading on The Four Systems • Part 1, Four Systems Overview: http://bit.ly/4SalesSystems-Overview • Part 2, Sales Selection System: http://bit.ly/4SalesSystems-Selection • Part 3, Sales Support System: http://bit.ly/4SalesSystems-SalesSupport • Part 4, Sales Learning System: http://bit.ly/4SalesSystems-SalesLearning • Part 5, Sales Management System: http://bit.ly/4SalesSystems-SalesManagement docebo | INSPIRE: Transform Your Sales Results with a Systems Approach 28
- 29. Complimentary White Paper Realizing the Growth Potential of the Internet of Things: The Convergence of Market Opportunity, Design Thinking, Technical Enablement and Sales Enablement • http://bit.ly/DTI-IoTPotential