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Lauren Mullenholz
Insights Leader
LinkedIn
The Science of Social Selling:
Measuring adoption and results with LinkedIn
Philip Amato
Marketing Communications
Manager at Microsoft
Brian Galicia
Director, Technical Sales
Microsoft Dynamics CRM
#salesconnect
How have others seized the opportunity?
MeasurementEducationExec Alignment
SOCIAL
Success Stories
Social SelIing Index
(SSI)
ADOPTION
Pipeline & Revenue
ROI
Freshman Sophomore Junior Senior
2.8GPA
3.0GPA
3.2GPA
3.5GPA
Social SelIing Index Defined
Social selling index
0
25
50
75
100
Laggards Leaders
Your Score
82
The components of social selling
Create a
professional
brand
Find the
right
people
Engage with
insights
Build strong
relationships
100
The Science of Social Selling: Measuring Adoption and Results With LinkedIn
The components of social selling
Create a
professional
brand
Find the
right
people
Engage with
insights
Build strong
relationships
100
The impact of SSI
New clients
Meetings secured
Opportunities generated
Source:
LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals
below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.
How do we really look?
The Science of Social Selling: Measuring Adoption and Results With LinkedIn
It’s lonely at the top
46.7%
51.9%
0-20 21-69 70+
SSI distribution for all sales professionals
1.4%
Sources:
All Sales Professionals according to Linkedin as of Aug 2015, current SSI average
.
Social sellers are trending up globally
Aug 2014 Aug 2015
21.2
28.2
+33%
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
ANZ
30.03
ASIA
24.1
EMEA
27.9
LATAM
21.2
NAMER
30.05
SSI By GEO
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
ANZ
+33%
ASIA
+36%
EMEA
+34%
LATAM
+46%
NAMER
+29%
SSI By GEO
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
Tech and Professional Services lead
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
Laggard industries are gaining quickly this year
0 5 10 15 20 25 30 35 40
Retail & Consumer Products
Manufacturing/Industrial
Aero/Auto/Engineering
Government/Education/Non-profit
Healthcare & Pharmaceutical
Financial Services & Insurance
Oil & Energy
Professional Services
Tech, Telecom, & Media
Aug 15 Aug 14
+37%
+37%
+43%
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+’16-’17
Tech/Media
Professional Services
Retail, Auto,
Manufacturing
34
2015
21
2015
SMBs show greater social selling adoption
27.1
27.9
30.5
Enterprise Mid-Market SMB
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
27.1
27.9
30.5
Enterprise Mid-Market SMB
SMBs show greater social selling adoption
+32%
+32%
+34%
Sources:
Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
The
Chasm
Early Majority Late Majority LaggardsInnovators and
Early Adopters
Social Selling
‘12-’14 ’18-’19 ’20+’16-’17
SMB
ENT, Mid Market
31
2015
27
2015
Globally there’s room on the adoption curve
All Sales Professionals
Median: 22
SC Attendees
Median: 64
0 100
#ofSalesprofessionals
SSI score
Sources:
Aug 2015, All Sales Professionals according to LinkedIn compared to Sales Connect Attendees
Leaderboard
1 96
2 95
3 95
4 95
5 94
6 94
7 93
8 93
9 93
10 92
Lindsey Boggs
Darren Marble
Courtney Friedman
Paul Ratner
Jake Reni
Frannie Danzinger
Chris Keneally
Kevin Tully
Gabe Faraone
Shane Oren
Sources:
SSI score as of October 2, 2015.
56.1
MSFT Social
Sellers
25.7
35.8
43.1
45.2
56.0
Company A Company B Company C Company D Company E
Microsoft overall SSI compared to competitors
Sources:
Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
19%
39%
36%
6%
1%
17%
66%
15%
0%
10%
20%
30%
40%
50%
60%
70%
0 - 20 21 - 45 46 - 69 70 +
2.5xmore than competition
Microsoft’s journey: creating a competitive advantage
SSI Range
MSFT Social Sellers
MSFT Competition
Sources:
Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
Ahead of the competition in all SSI components
1.2xEstablish a
professional
brand
1.2xFinding the right
people
1.7xEngaging with
insights
1.5xEstablishing
relationships
Sources:
Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
From SSI to outcomes
+34%
Profile views
from
decision
makers
+74%
Decision
maker
connections
Microsoft vs. competitors…
Sources:
Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.
Inbound profile views and connections at target
accounts are predictive of success
Opportunity creation
Close rate
Deal size
+
The Science of Social Selling: Measuring Adoption and Results With LinkedIn
The Science of Social Selling: Measuring Adoption and Results With LinkedIn
Leading by example to drive social selling behavior
Ensure that reps represent themselves well and
connect to their customers
Ensure sellers are connected with customer contacts
How we got there
SSI was first used to measure adoption of social
Microsoft Non-Social Sellers Microsoft Social Sellers
Our SSI trajectory
+7.8
+11.5
1.5xhigher
Sources:
Microsoft internal analysis
.
40
50
60
MSFT Social Sellers
Our journey and program timeline
Worldwide
kick-off
Launched
CRM system
with SSI
Mid year
review with
social selling
Aug 2014 Aug 2015
Sources:
Aug 2014 to Aug 2015, Microsoft Sales Navigator Users, Cohort – Aug 2014
Resources, education, and accountability have been
critical to drive adoption
Resources
Coaching &
education
Accountability
Social sellers have moved along the distribution curve
Microsoft Social Sellers SSI
NumberofSocialSellers
Pre SSI
Aug 15 SSI
Pre- SSI
Median: 48
Current SSI
Median: 56 Julie Ovadia- Sr. Director
SSI: 5 to 62
Sources:
Aug 2015, Microsoft Sales Navigator Customers, Pre SSI is the score prior to onboarding with Sales Navigator, while Aug 2015 is the SSI score as of Aug 2015 for all Microsoft Sales Navigator users
Opportunity impact for high SSI sellers
Low engaged High engaged
+38%
30.3
41.8
# of Opportunities
Sources:
Aug 2014 to Aug 2015, Microsfot Sales Navigator Users, Cohort of users who on boarded prior to Aug 2014
We saw a direct relationship between SSI and
opportunity growth
For every
10
SSI point
increase
4.3
More
opportunities
=
Sources:
Microsoft internal analysis
.
SSI leaders have increased connectivity and account penetration
IT Decision Makers
70+ SSI
+79%
More decision maker
connections than non-social
sellers
Business Decision Makers
Sources:
Microsoft internal analysis
.
Sales Navigator users are generating 1.7x the number
of opportunities & revenue
1.7xMore opportunities &
revenue on average
1.9x
2.3x
3.0x
Enterprise &
Partner Group
Corporate Group
Public Sector
1.5x
1.2x
5.0x
$
Opportunities Revenues
Sources:
LinkedIn & Microsoft CRM Analysis – Fiscal Year 2015, US Subsidiary Only. October 2015
SSI = KPI for social selling program
SSI
Lessons learned from the journey
Measurement is king
Accountability
Enablement
You can’t change what you don’t measure
SSI matters and accountability is key
Celebrate success
©2015 LinkedIn Corporation. All Rights Reserved.

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The Science of Social Selling: Measuring Adoption and Results With LinkedIn

  • 1. Lauren Mullenholz Insights Leader LinkedIn The Science of Social Selling: Measuring adoption and results with LinkedIn Philip Amato Marketing Communications Manager at Microsoft Brian Galicia Director, Technical Sales Microsoft Dynamics CRM #salesconnect
  • 2. How have others seized the opportunity? MeasurementEducationExec Alignment
  • 3. SOCIAL Success Stories Social SelIing Index (SSI) ADOPTION Pipeline & Revenue ROI
  • 4. Freshman Sophomore Junior Senior 2.8GPA 3.0GPA 3.2GPA 3.5GPA
  • 7. The components of social selling Create a professional brand Find the right people Engage with insights Build strong relationships 100
  • 9. The components of social selling Create a professional brand Find the right people Engage with insights Build strong relationships 100
  • 10. The impact of SSI New clients Meetings secured Opportunities generated Source: LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.
  • 11. How do we really look?
  • 13. It’s lonely at the top 46.7% 51.9% 0-20 21-69 70+ SSI distribution for all sales professionals 1.4% Sources: All Sales Professionals according to Linkedin as of Aug 2015, current SSI average .
  • 14. Social sellers are trending up globally Aug 2014 Aug 2015 21.2 28.2 +33% Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  • 15. ANZ 30.03 ASIA 24.1 EMEA 27.9 LATAM 21.2 NAMER 30.05 SSI By GEO Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  • 16. ANZ +33% ASIA +36% EMEA +34% LATAM +46% NAMER +29% SSI By GEO Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  • 17. Tech and Professional Services lead 0 5 10 15 20 25 30 35 40 Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Government/Education/Non-profit Healthcare & Pharmaceutical Financial Services & Insurance Oil & Energy Professional Services Tech, Telecom, & Media Aug 15 Aug 14Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  • 18. Laggard industries are gaining quickly this year 0 5 10 15 20 25 30 35 40 Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Government/Education/Non-profit Healthcare & Pharmaceutical Financial Services & Insurance Oil & Energy Professional Services Tech, Telecom, & Media Aug 15 Aug 14 +37% +37% +43% Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  • 19. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+’16-’17 Tech/Media Professional Services Retail, Auto, Manufacturing 34 2015 21 2015
  • 20. SMBs show greater social selling adoption 27.1 27.9 30.5 Enterprise Mid-Market SMB Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  • 21. 27.1 27.9 30.5 Enterprise Mid-Market SMB SMBs show greater social selling adoption +32% +32% +34% Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  • 22. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+’16-’17 SMB ENT, Mid Market 31 2015 27 2015
  • 23. Globally there’s room on the adoption curve All Sales Professionals Median: 22 SC Attendees Median: 64 0 100 #ofSalesprofessionals SSI score Sources: Aug 2015, All Sales Professionals according to LinkedIn compared to Sales Connect Attendees
  • 24. Leaderboard 1 96 2 95 3 95 4 95 5 94 6 94 7 93 8 93 9 93 10 92 Lindsey Boggs Darren Marble Courtney Friedman Paul Ratner Jake Reni Frannie Danzinger Chris Keneally Kevin Tully Gabe Faraone Shane Oren Sources: SSI score as of October 2, 2015.
  • 25. 56.1 MSFT Social Sellers 25.7 35.8 43.1 45.2 56.0 Company A Company B Company C Company D Company E Microsoft overall SSI compared to competitors Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
  • 26. 19% 39% 36% 6% 1% 17% 66% 15% 0% 10% 20% 30% 40% 50% 60% 70% 0 - 20 21 - 45 46 - 69 70 + 2.5xmore than competition Microsoft’s journey: creating a competitive advantage SSI Range MSFT Social Sellers MSFT Competition Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
  • 27. Ahead of the competition in all SSI components 1.2xEstablish a professional brand 1.2xFinding the right people 1.7xEngaging with insights 1.5xEstablishing relationships Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
  • 28. From SSI to outcomes +34% Profile views from decision makers +74% Decision maker connections Microsoft vs. competitors… Sources: Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.
  • 29. Inbound profile views and connections at target accounts are predictive of success Opportunity creation Close rate Deal size +
  • 32. Leading by example to drive social selling behavior
  • 33. Ensure that reps represent themselves well and connect to their customers
  • 34. Ensure sellers are connected with customer contacts
  • 35. How we got there SSI was first used to measure adoption of social
  • 36. Microsoft Non-Social Sellers Microsoft Social Sellers Our SSI trajectory +7.8 +11.5 1.5xhigher Sources: Microsoft internal analysis .
  • 37. 40 50 60 MSFT Social Sellers Our journey and program timeline Worldwide kick-off Launched CRM system with SSI Mid year review with social selling Aug 2014 Aug 2015 Sources: Aug 2014 to Aug 2015, Microsoft Sales Navigator Users, Cohort – Aug 2014
  • 38. Resources, education, and accountability have been critical to drive adoption Resources Coaching & education Accountability
  • 39. Social sellers have moved along the distribution curve Microsoft Social Sellers SSI NumberofSocialSellers Pre SSI Aug 15 SSI Pre- SSI Median: 48 Current SSI Median: 56 Julie Ovadia- Sr. Director SSI: 5 to 62 Sources: Aug 2015, Microsoft Sales Navigator Customers, Pre SSI is the score prior to onboarding with Sales Navigator, while Aug 2015 is the SSI score as of Aug 2015 for all Microsoft Sales Navigator users
  • 40. Opportunity impact for high SSI sellers Low engaged High engaged +38% 30.3 41.8 # of Opportunities Sources: Aug 2014 to Aug 2015, Microsfot Sales Navigator Users, Cohort of users who on boarded prior to Aug 2014
  • 41. We saw a direct relationship between SSI and opportunity growth For every 10 SSI point increase 4.3 More opportunities = Sources: Microsoft internal analysis .
  • 42. SSI leaders have increased connectivity and account penetration IT Decision Makers 70+ SSI +79% More decision maker connections than non-social sellers Business Decision Makers Sources: Microsoft internal analysis .
  • 43. Sales Navigator users are generating 1.7x the number of opportunities & revenue 1.7xMore opportunities & revenue on average 1.9x 2.3x 3.0x Enterprise & Partner Group Corporate Group Public Sector 1.5x 1.2x 5.0x $ Opportunities Revenues Sources: LinkedIn & Microsoft CRM Analysis – Fiscal Year 2015, US Subsidiary Only. October 2015
  • 44. SSI = KPI for social selling program SSI
  • 45. Lessons learned from the journey Measurement is king Accountability Enablement
  • 46. You can’t change what you don’t measure SSI matters and accountability is key Celebrate success
  • 47. ©2015 LinkedIn Corporation. All Rights Reserved.