# A Masterclass on Sales Enablement # Marketing Product Managers depend on Sales makers to achieve results and yet are often disconnected, intimidated or simply frustrated by the relationship developed with Sales. This presentation shows how to change this picture step-by-step by utilizing Product Management tools and techniques that you’re familiar with to harness the full potential of your Sales team, achieve the results you need and progressively build better relationships with Sales and customers. Andre Piazza is an Emerging Marketing leader at Dell. His experience as a Product Manager made him a firm believer in intelligent products and in creating memorable customer experiences. This presentation was delivered during Product Camp Austin (August 2014, #PCATX13; February 2014 #PCATX12; July 2013, #PCATX11), ProductCamp San Francisco (October 2013, #PCampSF), Product Camp Dallas - Fort Worth (November 2013, #PCampDFW) and AIPMM Webinar Series (October 2013). It is based on the lessons learned while working with Sales makers in growing portfolios: the balance of hard and soft skills required to establish credibility, build relationships while being an effective Product Manager. ~ Andre Piazza Join the #SalesEnablement conversation on Twitter: @AndreAtDell Connect with me on LinkedIn: http://www.linkedin.com/in/andrepiazza Slideshare.net/apiazza

1. Adopt your
Sales team
Sales Enablement Essentials
Andre Piazza @AndreAtDell
http://linkd.in/andrepiazza
Andre Piazza
@AndreAtDell
Product Manager, Dell
Global Marketing
Andre Piazza @AndreAtDell

2. Presented at
webcast
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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3. The Sales and Marketing divide
Adopt your Sales team – Sales Enablement Essentials
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4. A solution: Empathize
Adopt your Sales team – Sales Enablement Essentials
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5. A solution: Empathize
RSA Shorts - The Power of Empathy (2:53)
RSA Animate - The Power of Outrospection (10:28)
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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6. What if you were to sell…
Magic Square
Photo by Molinari
http://www.flickr.com/photos/molinary/4267396863/sizes/l/in/photostream/
Adopt your Sales team – Sales Enablement Essentials
Photo by Click [Oscar]
http://www.flickr.com/photos/clickfotoblog/2361906411/sizes/m/in/photostream/
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7. How Sales assimilates new products
1.
What problem does this solve?
2.
Who has the problem?
3.
What does it do?
4.
How does it do it?
5.
What are the benefits?
Source: Steve Harper, “Confessions of a Sales Guy”, http://www.pragmaticmarketing.com/resources/confessions-of-a-sales-guy
Adopt your Sales team – Sales Enablement Essentials
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8. The #1 thing your Sales team wants you to know
confidence
safe
Adopt your Sales team – Sales Enablement Essentials
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9. Sales Enablement Essentials
Education
Performance
Incentives and
WIIFM
Marketing
Communications
Adopt your Sales team – Sales Enablement Essentials
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10. Sales Enablement Essentials
Education
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Training programs
Refresh programs
Onboarding programs
Sales tools
Purchase cycle / Sales motion
Competitive Information
Handling objections
Customer-facing engagement
Incentives and WIIFM
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Compensation plan
Commissions
Contests
Promotions
SPIFs
Sales plays
Performance
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Marketing Communications
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Adopt your Sales team – Sales Enablement Essentials
Where we are / Actuals
Where we should be / Goals
What needs to be done to bridge the gap
Rewards program
Sales communication patterns
Demand generation programs
Marketing collateral
RFP, channel-ready documentation
Document repository
Case studies / References
Thought leadership
Product documentation (FAQs, etc)
Digital content
@AndreAtDell
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11. How do I drive it?
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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12. Adopt your Sales team
• Programmatic
• Small “Adopted” teams
• Limited burden to Sales teams
• Smart coverage of geo / segment / verticals / accounts / customers
• Minimum duration required to establish quick wins
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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13. Adopt your Sales team
1. Align program intentions / expectations with Sales leaders.
Start top-down.
*
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results before / after.
Course corrections.
7. Share results with Sales team.
Reward role models.
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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14. Surveying for action
Think: Purchase cycle / Sales motion / Sales skills and behaviors
Question:
“What can Product Management do to improve your _______ ?”
Knowledge >
Confidence >
Recommendation >
Total
Count
Sales motion story:
Provide options:
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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15. Adopt your Sales team
1. Align program intentions / expectations with Sales leaders.
Start top-down.
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
*
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results before / after.
Course corrections.
7. Share results with Sales team.
Reward role models.
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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16. Turning findings into programs
Obstacles / Perceived Issues
Suggested tactics
Findings
• These products are not relevant to my customers 30%
• Limited support when I have a question 20%
• Concerned about poor customer experience aftersales 10%
• Limited support when quoting 10%
• Provide competitive information
22%
• Assist w/ customer engagement 19%
• Access to documentation 17%
• In-depth training 15%
• Simplified Sales motion 7%
• 1x1 training 6%
• Access to historical performance 2%
Not a
problem
• No obstacles or roadblocks. I do/can sell it today 50%
• I don't perceive product’s relevance in retaining
customers
• I don’t understand these products
• Difficulty explaining them to my customers
• I'm not incented to sell these products
• Limited visibility into performance
• Bad experiences selling these products
• Assistance quoting
• Sales WIIFM
• Pipeline review
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
16

17. Turning findings into programs
Obstacles / Perceived Issues
Findings
Suggested tactics
• These products are not relevant to my customers 30%
• Limited support when I have a question 20%
• Concerned about poor customer experience aftersales 10%
• Limited support when quoting 10%
• Provide competitive information
22%
• Assist w/ customer engagement 19%
• Access to documentation 17%
• In-depth training 15%
• Simplified Sales motion 7%
• 1x1 training 6%
• Access to historical performance 2%
• No obstacles or roadblocks. I do/can sell it today 50%
• I don't perceive product’s relevance in retaining
customers
• I don’t understand these products
• Difficulty explaining them to my customers
• I'm not incented to sell these products
• Limited visibility into performance
• Bad experiences selling these products
• Assistance quoting
• Sales WIIFM
• Pipeline review
explore
Not a
problem
later
Adopt your Sales team – Sales Enablement Essentials
do
don‘t
@AndreAtDell
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18. Adopt your Sales team
1. Align program intentions / expectations with Sales leaders.
Start top-down.
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results. Compare before / after.
Course corrections.
*
7. Share results with Sales team.
Reward role models.
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
18

19. Adopt your Sales Team - results & rewards
Performance
Adopted team
Attach %
Remainder
segment
+ 17%
+ 35%
Rev per unit
Adopt your Sales team – Sales Enablement Essentials
flat
- $3%
@AndreAtDell
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20. Adopt your Sales team
1. Align program intentions / expectations with Sales leaders.
Start top-down.
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results. Compare before / after.
Course corrections.
7. Share results with Sales team.
Reward role models.
*
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
20

21. The road to sales enablement
Product Management
Engagement
Relationships
Results
Sales Enablement
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
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22. Thank You
Andre Piazza @AndreAtDell
http://linkd.in/andrepiazzaPiazza
Andre
Marketing leader ★
"The energy of a Sales maker, the brains of an Engineer"
Linkedin.com/in/AndrePiazza
@AndreAtDell
Slideshare.net/Apiazza