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ON-DEMAND WEBINAR
Strategic Sales Enablement: Rethinking Traditional Siloed Product, Marketing, And Sales Relationships To Compete In The New Economy
Original Broadcast Date: November 13th, 2008
EB
Eric G. Brown
Vice President, Research Learning & Development
Scott Santucci
Principal Analyst
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Description
The ever-growing business value of information technology is bringing more business decision-makers into the buying process. This new buying environment rewards strategic providers who work collaboratively to solve problems and punishes commodity providers whose price gets relentlessly managed down. Unfortunately, the shadow sales enablement groups that are popping up in product groups, marketing departments, and sales organizations have products, rather than customers, as the core design point. These uncoordinated efforts produce inefficiencies at the point of sale and prevent vendors from the dramatic performance gains envisioned by new, customer-centric business strategies.
The key to differentiation lies in rapidly shifting away from product capabilities and moving more into the conversations client-facing employees have with buyers about their problems. To succeed in this emerging world, vendors must establish a sales enablement program that allows sales teams to configure messages, capabilities, and engagement strategies appropriate for a given customer scenario. Traditional product-centric models must be rethought, new cross-functional processes developed, new technologies deployed, new skills and knowledge training programs created, and new performance measures and governance models established.
Agenda:
- What's going on? The tectonic forces that are transforming our industry
- The customer speaks! Less than 10% of vendors are considered value-added.
- The reason: Unmanaged complexity creates inefficiency at the point of sale.
- Where are you? Complexity coping models today
- Key to success — manufacture-valued conversations
- Forrester's Model-Map-Match Framework
- How to fix the plane while its flying
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