Sales Force Productivity
Conference 2014
15-17 September, Atlanta, Georgia
Sales Force Enablement
Best Practices and Emerging
Trends
Tamara Schenk
Research Director
MHI Research Institute at MHI Global
Proprietary & Confidential
Copyright 2008-2014
2014 Sales Force Productivity Conference
Sales Force Enablement
Best Practices and Emerging Trends
September 17, 2014
Tamara Schenk
© MHI Global. All Rights Reserved.
2
51% of those achieving forecast spend more than $1,000 per person in sales enablement
29%
30%
27%
24%
25%
19%
20%
21%
20%
15%
Forecast <100%
15%
12%
Forecast +100%
10%
10%
10%
8%
6%
5%
0%
Don't know
Less than
$500
$501 to
$1,000
$1,001 to
$2,000
Source: 2014 MHI Research Institute Sales Performance and Productivity Study
©Copyright 2014 MHI Global. All Rights Reserved.
$2,001 to
$5,000
More than
$5,000
New Sales Enablement Data
2014 MHI Sales Performance and
Productivity Study
Tamara Schenk
Research Director
MHI Research Institute
@tamaraschenk
Sales Force Enablement
Foundation
http://www.linkedin.com/in/tamaraschenk
tschenk@millerheiman.com
2005-2013: T-Systems International GmbH:
VP Sales Enablement & Transformation
Senior Manager Sales Enablement
Head of Business Development Utilities
2001-2005: Managing Consultant, Detecon
Sales & Delivery
1999-2001: Diebold: Senior Consultant:
Sales & Delivery
1998-1999: Ratio Ltd. Overseas Division
Project Manager, Sweden
1992-1998: Rausch + Partner (own company):
Sales & Delivery
©Copyright 2014 MHI Global. All Rights Reserved.
From chaos to structure: The
MHI Sales Force Enablement
Master Framework
Your take-aways
“Inability to Communicate Value Messages” remains top challenge in 2014
100%
90%
22%
25%
80%
70%
Inability to communicate value
messages
Inability to attract new clients
15%
16%
More complex buying
60%
19%
50%
15%
Competition/Pricing
Internal admin challenges
40%
30%
22%
14%
Other
10%
20%
10%
0%
10%
8%
5%
3%
3%
2%
7%
3%
2%
2013
2014
Source: 2014 MHI Research Institute Sales Performance and Productivity Study
©Copyright 2014 MHI Global. All Rights Reserved.
Inability to expand in existing
accounts
Too many products to sell
Turnover
Those forecasting to (over)achieve plan have a broader scope of Sales Enablement
Sales Skill Training
Customer Mgmt Training
55%
Product Training
52%
63%
63%
58%
Client facing content
50%
51%
51%
Internal Content
Tools & Tech. Training
37%
Product Launch Programs
40%
32%
Onboarding Programs
Others
65%
58%
25%
3%
3%
Source: 2014 MHI Research Institute Sales Performance and Productivity Study
©Copyright 2014 MHI Global. All Rights Reserved.
36%
49%
Forecast > 100%
Forecast <100%
Skills &
Competencies
Sales Training
Transformation
Productivity
Effectiveness
Sales Content
Playbooks
Performance
Revenue Growth
Messaging
What‘s missing?
©Copyright 2014 MHI Global. All Rights Reserved.
Technology
The customer…
"We cannot solve our
problems with the same
thinking we used when we
created them."
Albert Einstein [1879 – 1955]
©Copyright 2014 MHI Global. All Rights Reserved.
"The main thing is to keep the main thing the main thing."
Stephen Covey

Entire customer's
journey with the
entire stakeholder
network
 At each stage

©Copyright 2014 MHI Global. All Rights Reserved.
At all levels
Customer's Journey
Awareness
Need to
change
Define
Situation
Buying
Evaluate
Options
Select
Best
Implementation
& Adoption
Implement
Enablement Services for Sales Professionals
Coaching Services for Frontline Sales Managers
©Copyright 2014 MHI Global. All Rights Reserved.
Miller Heiman Research Institute Research Note:
Sales Enablement – Customer Core
Assess
Value
Frameworks…
 provide a supporting structure, covering
several dimensions and a set of ideas
 provide a visual aid to better understand and to
easily navigate complex environments
 are designed with one core principle:
Simplicity
©Copyright 2014 MHI Global. All Rights Reserved.
Customer's Journey
People, Performance
Change/
Adoption
powered by Sales Leadership
Vision &
Strategy
Charter
Cross-functional
Collaboration
Enablement
Operations
Principles, Processes
Enablement
Services
powered by technology
Integrated Value Creation Process
©Copyright 2014 MHI Global. All Rights Reserved.
Miller Heiman Research Institute Research Note:
Sales Force Enablement – Master Framework
Customer‘s Journey
Need to
change
Focus
Principle
Scope
Sales Pro‘s
Scope
FSM‘s
Define
Situation
Change & Situation
Evaluate
Options
Select
Best
Results & Wins
Implement
Assess
Value
Value Perception
Providing Perspectives
Future Vision
of Success
Best
Buying Vision
Own
Outcome
Increase
Value
Business Awareness - Skills, Knowledge, Strategies, Expertise
Coaching Framework for FSMs
Content & Training
Content & Training
Content & Training
Context & Concepts
Decision Dynamics
Value Dynamics
Services
©Copyright 2014 MHI Global. All Rights Reserved.
Every piece of
content requires at
least a "how to use"
training
No sales training
without content
Source: lucaforni.com
©Copyright 2014 MHI Global. All Rights Reserved.
Sales Force
Enablement
Enabling the sales force
“muscles”
Sales
Operations
Shaping the sales system
“skeleton”
©Copyright 2014 MHI Global. All Rights Reserved.
Miller Heiman Research Institute Research Note:
Sales Operations – Partner for Sales Enablement
6
5
Measure
results
Drive
reinforcement
and change
Map strategy
to execution
1
Create
charter and
change Story
2
Successful
Adoption
4
Build business
awareness
Develop FSMs
Rollout
Enablement
Services
©Copyright 2014 MHI Global. All Rights Reserved.
3
Business
Impact
 Data shows that those who achieve plans invest
more in sales enablement than others
Customers
at the Core
 One design point: customer’s journey
 Use customer core framework to navigate
complexity
Enablement
Services
 Tailor enablement services along customer’s
journey
 Align content, messaging and training
©Copyright 2014 MHI Global. All Rights Reserved.
Customer
Core
Front Line
Sales
Managers
Sales
Operations
Integrated
Services
Design
Scope
Foundation
Collaboration
Contact us - The MHI Research Institute! We are happy to help YOU!
tschenk@millerheiman.com
©Copyright 2014 MHI Global. All Rights Reserved.

The largest ongoing global study of complex B2B sales management and
selling activities

Analysis identifies attributes of World-Class Sales Performance

Data is the basis of research services, benchmarking company
performance to World-Class Sales Performance
2015 MHI Global Sales Best
Practices Study
open through November 30th
www.millerheiman.com/research
2014 Study: 1,100+ responses, 15 verticals
©Copyright 2014 MHI Global. All Rights Reserved.
Respondents have access to results via
Executive Summary and exclusive
participant webinar.
 MHI Research Institute is a research
organization dedicated to improving
the performance and productivity
of complex B2B sales organizations,
 providing strategic analysis and
decision making support for leaders
that develop and execute sales
strategies.
 We measure, research and analyze
the attributes, behaviors and
strategies that drive World-Class
MHI Global Sales System®
©Copyright 2014 MHI Global. All Rights Reserved.
Sales Performance.
Sales Force Enablement
Best Practices and Emerging Trends
September 17, 2014
Tamara Schenk
Sales Force Productivity
Conference 2014
15-17 September, Atlanta, Georgia
Thank you!
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