Maximizing the Impact of Sales Enablement with

Content & Learning

@mindtickle #MTWEBINAR

Meet the speakers

2

Jonathan Hinz

Director of Product Marketing, Seismic

@jonathanhinz

Daniel Kuperman

Director of Product Marketing, MindTickle

@danielkuperman

AGENDA

> The New Mandate for Sales Enablement

▪ What is shaping changes in sales enablement

▪ Current challenges and opportunities

▪ Understanding the role of technology

> Delivering Sucessful Sales Enablement Programs

▪ How technology improves sales performance

▪ The roadmap for successful sales enablement

▪ Metrics that will guide your journey

> Q&A Session

What Buyers Are Saying

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Buyers are now more

informed and prepared when

making decisions than ever -

and they expect sellers to be

right there with them.

But there’s a gap.

“82% of decision-makers think sellers are

unprepared” - SiriusDecisions

“Just 36% of B2B executives believe that salespeople

understand their business problems and offer clear

solutions for them” - Forrester Research

“78% of executive buyers claim salespeople do NOT

have relevant examples or case studies to share with

them” – Forrester Research

82%

78%

36%

Sales Challenges

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Stretched thin by the

requirements of the modern

seller, reps struggle to find the

time to really dig deep into

their buyer’s needs and

understand the best way to

meet their needs.

“Reps spend only 35% of their time actually

selling (phone or face to face)” - CSO Insights

“77% of executive buyers claim salespeople don’t

understand their issues and where they can help” –

Forrester Research

“The main sales challenge companies face is the inability

of the salesperson to connect offerings with buyer needs

and challenges” - SiriusDecisions

77%

35%

Marketing & Sales’ Evolving Relationship

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Awareness Awareness

Consideration

Awareness

Consideration

Conversion

KPI: Impressions Leads Rep Productivity

25 Years Ago 10 Years Ago Today

The Brand Era The Lead Gen Era The Enablement Era

Data-Driven Sales Enablement – The Missing Link

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MARKETING

ENGAGEMENT ENGINE

Building awareness about your

products and services

SYSTEM OF RECORD

FOR SALES

Understanding who buys

what and who doesn’t

ENABLEMENT FOR

SALES & MARKETING

The last mile for B2B sales

What is the solution

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Sales Enablement needs to solve three key things:

1. Prepare sellers to have the value-added conversations buyers expect from them

2. Ensure sellers have the right information about buyers at the right time

3. Create a culture of continuous learning so sellers are always prepared to engage with buyers

What is the solution

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In addition, sales enablement needs to do this with a few constraints:

o Can’t reduce selling time, in fact needs to increase it

o There isn’t a one size fits all approach

o Increasing pressure to demonstrate value of sales enablement initiatives

o Systems being used today are inefficient

POLL

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Poll Question

What is the biggest problem you’re currently facing?

A. My sellers can't find the content they need

B. They don't know how to use it once they find it

C. No consistent processes

D. I don't know what's working vs. not

A Day in the Life

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Peter, the sales rep

1 2 3 4

“How do I find the latest

version of the sales deck?”

“How do I personalize it?” “How do I learn

how to use it?”

“Where do I get training for

how to demo the new

features we just released?”

A Day in the Life

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Mary, the Sales Enablement Manager

1 2 3 4

“Who attended the training

on how to position the new

product release?”

“Have all reps been

certified on our new pitch?”

“How do I know if

reps are using the

right collateral?”

“What do I tell the VP of

Sales about our key

priorities and gaps?”

The Ideal Scenario

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What it means to ‘fix’ these challenges

From a Sales Enab Mgr point of view

● Reps are using the right materials

● Know that sellers are trained and educated

● The right content is available in the right

places

From a Rep’s point of view

● Faster access to the right materials

● Better training and education

● Popular content is easy to find

● Consistent branding and versioning

The Ideal Scenario

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What you can expect as a result:

From a Sales Enab Mgr point of view

● Higher sales skill set

● Increase value from sales content

● Increase sales productivity

● Improve close rates and win bigger

deals

From a Rep’s point of view

● Faster time to first deal

● More time selling, less time searching or

creating

● Better understanding of the buyer’s needs

The Impact of Changing

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Organizational Impacts

Improved Sales

and Marketing

alignment

Improved

content ROI

Increased seller

productivity

Close bigger

deals faster

POLL

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Poll Question

Which of the following is top of mind?

A. Onboarding sellers

B. Continuous training and education

C. Competitor info

D. Content training and certification

The Future State with MindTickle and Seismic

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Just-in-Time

Content & Training

Unlocking Content via

Knowledge Certification

Three Key Scenarios

1

2

3

Combined Content

& Training

Just-in-Time Content & Training

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Unlocking Content via Knowledge Certification

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Combined Content & Training

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Training content accessible from inside Seismic

Combined Content & Training

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Combined Content & Training

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Expected Results

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Key ROI and Results

Seismic

● 85% gain in sales productivity

● 15% revenue gain from new and

existing customers

MindTickle

● Reduction in sales ramp time by 60%

● Increase in $200K of pipeline per rep

Summary

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Recap key learnings

● Sellers and buyers both face unique challenges

● Sellers need to be prepared for interactions

● The importance of Sales and Marketing alignment

● Continuous learning and education sets sellers up for success

● You need the right technology to help you scale

Q&A

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Questions?