Thanks to twitter I was just reminded of a great case study Jeanne Hellman wrote about the implementation of the BizSphere Sales Enablement Solution Suite at Nortel Networks in 2006 and the following years. It was published in 2010 by salesandmarketing.com
“Jeanne Hellman is a published subject matter expert on Sales Enablement strategies. [...] she has focused on the implementation and adoption of a Sales Enablement strategy in a global $11.2bn telecom equipment and professional services company. [...]“
For a complete copy of the implementation Case Study and her other articles and presentation slides, contact her through LinkedIn.
“[...] decided to implement a Sales Enablement strategy mid-2006 as part of a larger business transformation initiative to reduce SG&A [...] and to address long-standing complaints from the salesforce. It was a heavily matrixed, global organization with approximately 450 products, 30 solutions, and more than 90 different professional services, and every seller was expected to sell “everything on the truck.” Information was spread around 20-plus team sites and the corporate-sanctioned sales portal, which hosted more than 6000 documents distributed among 185 different document types, not to mention the separate competitive and business intelligence sites; installed base sites; and the mix of ordering, pricing, proposal generation, CRM, and tracking tools. In addition, there was no federated search (no common search platform).
[...] it took sellers hours to look for basic information (validating numerous studies from several industry analysts). Seller confidence in marketing was low and complaints were high, as was attested to by the yearly seller satisfaction surveys (or dissatisfaction surveys) that had been conducted.
[...] the Sales Enablement efforts contributed to the reduction of the SG&A. Looking back to the 13 Top Initiatives from the CSO Insights’ Survey, we decreased the SG&A by approximately $22m dollars just by “improving rep access to knowledge to sell effectively” and “more closely aligning sales and marketing.” These were measurable, impactful savings from improving the productivity of the selling resources and support staff and eliminating waste (unnecessary tasks and content duplication). [...] It’s ultimately up to your salesforce to find relevant content, digest it, interpret it, fill in any missing gaps, and then adapt it to match their customer needs. While the topic of the actual content is a different discussion that needs to take place, Sales Enablement can successfully help your teams convert your messaging from company spiel to customer value and deliver it more intuitively and efficiently.”
Full disclosure: I work with BizSphere AG. Here is a list of all other vendors I know of.
One of my posts on the question “where Sales Enablement lives within an organization” got a comment requesting further clarification of the following graphic:
The comment was asking where to find sales people in the graphic and what the role of sales playbooks is. I have to admit that it is difficult to read, but the sales people are actually represented within the green area as indicated by the words Sales Force. (This is not a reference to salesforceDOTcom.)
This speaks to the point that sales people and the legacy sales portals, that are supposed to enable them, sit in between a highly matrixed organization on the one side and just as complex an organization on the client’s side. These legacy sales portals are one-dimensional (they fail to show content & contact details of subject experts in the context of the highly matrixed organization and in context to which pain point on the client side is addressed) and there are often several portals as there are so many silos of information.
Each sales playbook is a great tool for a small subset of the sales force (as shown in the graphic), but comes out of one of the silos, fed by only some of the Product/Portfolio Marketing teams or one regional team. When all content (e.g. customer references from different regions or specific value propositions per industry vertical…) lives in a multi-dimensional business context like it is made possible in BizSphere (which is a Sales Enablement Solution Suite that was designed to cut across all silos. Full disclosure: I work with them.), a completely customized sales playbook for any given sales situation can be auto-generated.
In contrast to legacy sales portals, BizSphere takes at least three dimensions into account. These could be:
- Where is the seller going to a meeting? (Sales regions, countries…)
- What does the seller want to sell (Portfolio of products, services and solutions.)
- What does the seller need in order to be successful in the meeting? (Content types like white paper, case study, ROI-Calculator, contact details of a subject matter expert, etc…)
You might also want to define a taxonomy of customer pain points and map your products against them or add other dimensions that your company thinks in. BizSphere then lets you filter down by media type, language of the content, and/or the sales step you are in with the opportunity you are working.
- Imagine the 1st orange arrow in the graphic above to be a customer reference from a Canadian client for a specific security solution.
- Imagine the 2nd orange arrow to be the contact details of the sales engineer in South Africa who is the expert for a given service.
- The 3rd orange arrow could be an ROI-calculator for the same service but it is really specific to the mining industry and therefore relevant in Western Australia.
Can you get lost in BizSphere? No way, because nothing is easier than answering: What do I want to sell, where do I want to sell it and what would help me to close the deal? Once you set your context in these three dimensions you will have filtered down from thousands of marketing assets / pieces of collateral to only the relevant ones.