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Sales enablement: David Taylor on why AR and influencer professionals need to speed up sales

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Companies in many markets are able to accelerate their sales pipeline and improve their sales conversion rates by ensuring that influencer relations professionals are enabling their sales teams. That was the powerful message that David Taylor gave to the Analyst Relations Forum in London in October 2014.


Taylor is one of Europe's most respected experts on the topic. Vodafone just appointing David to a senior communications role after a year in which he's led Kea Company's sales enablement work. For 15 years he held leadership roles at Cisco, running market intelligence and then analysts relations in EMEA and emerging markets.

The presentation is available as both a podcast at http://lighthousear.podbean.com and as a downloadable PDF at slideshare.net/dchapple.

Published in: Business, Technology
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Sales enablement: David Taylor on why AR and influencer professionals need to speed up sales

  1. 1. Sales Enablement 2013 For more information, please visit our website, find us on social media or simply send us an email! www.keacompany.com Twitter: @keacompany Mail: duncan.chapple@keacompany.com or david.taylor@keacompany.com
  2. 2. THE REALITY OF AR TODAY AR needs to overcome numerous obstacles to maximizing value: !   AR is losing thought leadership, partly because of the development of conversations that cross organizational lines !   The value of analyst firms’ services is opaque to some executives !   Many AR practitioners are not aligned to sales and lack strategic focus !   AR will continue to lose support and resources it needs !   Continue to see ‘blended’ roles and limited career path opportunities
  3. 3. THE OPPORTUNITY Most technology solution providers can benefit from better alignment between sales and AR !   Generate leads, recommendations & sales !   Enhance the reputation and value of AR !   Align AR more clearly with sales outcomes !   Unlock new budget and resource !   Develop plans that drive action !  Ultimately drive better career paths
  4. 4. AR FOR SALES- THE CHALLENGES No direct AR linkage to sales impact Measurements of success? Sales perspective of Analysts Best Practices Time/Resource Scale/Complexity AR Team maturity Confidence
  5. 5. Sales Enablement Benchmark model
  6. 6. NEXT STEPS !   Identify and assess with your executives the main strategic priorities for AR !   Assess the opportunities for AR to engage with Sales (Keep it simple) !   As an industry we need to work together with the analyst firms to provide greater sales transparency !   Consider us as part of your Sales Enablement development plans
  7. 7. ANY QUESTIONS? thank you for your attention! For more information, please visit our website, find us on social media or simply send us an email! www.keacompany.com Twitter: @keacompany Mail: duncan.chapple@keacompany.com

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