Everyone is talking about Sales Enablement these days, but few are talking about how to improve it. Gone are the days of 50-page playbooks and briefcases full of glossy brochures still in their shrink wrap. In fact, according to a recent IDC report, over 40% of all marketing assets created are never used by sales teams, which results in a substantial waste of money. In this presentation, our award-winning sales enablement thought leaders to discuss how to shift the paradigm of wasting money on tools and collateral that will never see the light of day, and build programs that will impact your bottom-line. You’ll learn: - Why your Sales Force is ignoring your material - Examples of cutting edge programs - How to use sales enablement to increase productivity, sales and loyalty - Tips you can start using tomorrow to better equip your Sales Team

1. Not Your Mama’s Sales Tools:
The Next Generation of Sales Enablement
A RevenueEnginesTM Webinar
March 14, 2012
Becky Johns
Vice President, Marketing Services
240-752-1832
rjohns@market-bridge.com

2. Company Overview
Go-to-MarketTM Leader with the Expertise and Experience to Deliver
A leading provider of solutions and services to help Fortune 1000 and
mid-market growth companies leverage digital marketing and business intelligence
technologies to improve Sales & Marketing productivity and drive revenue growth
Customers Differentiators
• 18 of the top 50 global B2B brands • Go-to-Market™, empirical focus
• Global Fortune 1000 corporations and • Strategy development through
emerging growth companies market execution
• “Considered-Purchase” Products • Integration of Marketing & Sales
• Enterprise, Mid-Market, and SMB • Technology-enabled solutions and
Business Customers managed services
• Direct & Partner Sales Channels • Performance driven results
Sample Clients across Technology, Financial and Business Services, and Healthcare
–2– ©2012 MarketBridge Corp.

3. MarketBridge Solutions to Drive Revenue Growth
Go-to-Market Planning, Execution, and Measurement Framework
MarketBlueprint™ RevenueEngines™
How should we change our overall How can we drive revenue growth and meet
Go-to-Market model by customer and changing customer expectations by
market segment? leveraging emerging Marketing & Sales
technologies?
DemandAnalytics™
How can we capture, report, and analyze expanding customer
data to predict buyer behavior and take actions to drive growth
and optimize resources?
–3– ©2012 MarketBridge Corp.

4. Agenda
Issue #2: Transferring the Knowledge
The Problem
The Solution
Defining Sales Enablement Business Case Success
Actionable Tips Wrap-up and Q&A
END
Issue #1: Developing the Right Content
The Problem Issue #3: Measuring the Success
The Problem
The Solution
The Solution
Business Case Success
Business Case Success
Actionable Tips
Actionable Tips
–4– ©2012 MarketBridge Corp.

5. Introduction - Various Training Audiences
 Case example for each audience group
 Specific tips after each section specific to audience group
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6. Pop Quiz
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7. Definition Slide
Old School Approach New School Approach
Create a lot of training and Ensure salespeople are equipped to have
marketing collateral and put them valuable conversations that help buyers
online. advance through their buying process.
The folks in corporate know best The most effective selling content, messages,
what salespeople need in the field. and strategies are learned from experience
with buyers.
It takes a stick to get salespeople to Adoption of sales enablement applications is
use the tools we give them. driven by the value a salesperson gets from it.
“Sales Enablement is a strategic on-going process that equips all client-facing employees with
the ability to consistently and systematically have a valuable conversation with the right set of
customer stakeholders at each stage of the customers problem-solving lifecycle to optimize the
ROI of the selling system” - Forrester
–7– ©2012 MarketBridge Corp.

8. A Framework for Sales Enablement
Three Core Components: Content, Technology, Measurement
We understand
We might Your solution
our problem The business case We need reassurance we
have a applies to our
The and need a applies to our needs. made the right decision.
Customer’s problem. needs.
Buying
solution.
Process
Find Learn Engage Buy Renew Upgrade
Educate Enable Reinforce
The Sales
Person’s Educate Enable Reinforce
Needs
Sales Enablement Content – The Fuel
Sales Enablement Technologies – The Engine
Sales Enablement ROI – The Dashboard
–8– ©2012 MarketBridge Corp.

9. Issue #1 – Content Creation
Where the Breakdown Occurs
The Typical Sales Enablement Program
Did you know… Conflicting Materials that
priorities/ haven’t been
Creating more Creating more
The typical messages from updated in
content content
different months….or
technology business units years
industry
company is Same tools for
Lack of visibility
spending about Creating more
into client-
Creating more every agent,
content content regardless of
$135,000 per facing collateral
learning style
sales person,
per year, in
Same content to
support? talk to all Lengthy decks,
Creating more Creating more
customers, white papers
- Forrester content content
regardless of and case studies
buying stage
–9– ©2012 MarketBridge Corp.

10. Issue #1 – Content Creation
How to Fix It
Think like a Sales Person act like a Marketer
Treat the sales enablement content creation like a marketing campaign:
Target Message to different Stage in the Buying Cycle
Think about your Audience…The Sales Team
Be Creative and make it Fun
Add a Call-to-Action after each Sales Training
Measure It
Develop Content for different Stages in the Buying Cycle
Align the Marketing and Sales Efforts
– 10 – ©2012 MarketBridge Corp.

11. Issue #1 – Content Creation
How to Fix It
Develop Content for different Stages in the Buying Cycle
We understand
We might Your solution
our problem The business case We need reassurance we
have a applies to our
The and need a applies to our needs. made the right decision.
Customer’s problem. needs.
Buying
solution.
Process
Find Learn Engage Buy Renew Upgrade
Educate Enable Reinforce
Thought Leadership: Product/Solution: Value: Competitive Edge: Financial Justification:
•Articles • Webinars • Case Studies • Demos • Trials
•Social Media • Reports • Blogs • Competitive Tools • ROI Tools
The Sales •Newsletters • Product Collateral • Microsites • Testimonials • Proof of Concept
Person’s
•White Papers • Video • Self-Guided Demo
Needs
– 11 – ©2012 MarketBridge Corp.

12. Issue #1 – Content Creation
How to Fix It
Align the Marketing and Sales Efforts
Marketing Sales
Product Knowledge Process Knowledge
Product Sales Operation
Solution Management Analytics
Roadmap
Marketing
Product/Solution & Sales Sales
Marketing Communications
Content Intersection Competencies
Point
Go-to- Training
Market
Plan Sales Training
Field Marketing
Execution Skills
– 12 – ©2012 MarketBridge Corp.

13. Issue #1 – Content Creation Case Study
Helped a leader in online education better teach and equip their teams
Client Challenge:
A leading provider of online education was using an outdated, 400+ page PowerPoint deck to train their Inside Sales team. Reps
often couldn’t answer customer inquiries effectively and were inundating Team Leads with repetitive questions.
MarketBridge Solution:
 Audited the existing training to inventory and classify materials and gain participant perspective
 Met with key, internal stakeholders to identify knowledge needs and expected outcomes
 Created and distributed an assessment to match actual Rep knowledge gaps to those perceived by Management
 Developed 20 distinct Training Modules that each featured our Core Components of Learning: Facilitator Guide, Learning
Module, Interactivity, Assessment and On-Going Learning Tools
47% Increase in Sales Rep 88% Rep Satisfaction Significant Rep & Management
Business Impact:
Knowledge w/Enablement Program Productivity Gains
100%
80%
12% 0%
Management time spent
60% Very Satisfied
answering Rep questions
40% 91% Satisfied
62% 21%
decreased by 62%,
20% Somewhat Satisfied
resulting in productivity
0% 67% Not Satisfied
gains for both groups.
Old Training New Training
– 13 – ©2012 MarketBridge Corp.

14. Issue #1 – Content Creation
Actionable Tips
Content considerations for
different sales channels:
Customized
Modular
Standard
– 14 – ©2012 MarketBridge Corp.

15. Issue #2 – Knowledge Transfer
Where the Breakdown Occurs
 Training occurs to far in advance
 One group training is not enough for knowledge retention
 There is no good virtual system to make housing and finding material easy
Did you know…  Messaging stays the same through the entire buying cycle
Only 33% of  Marketing messages often compete with each other for limited sales attention
training is
retained by a Product 1
sales person
Product 2
the day after
the training Product 3
occurs? Product 4
- Research Group of
America Corporate Marketing
Field Marketing
Sales Team Customer
– 15 – ©2012 MarketBridge Corp.

16. Issue #2 – Knowledge Transfer
How to Fix It
A robust, user-friendly online resource center will
Enable enable learning on an on-going, as-it’s-needed basis
with features such as:
On-Going Layer 3:  Integration with your current CRM/POS platform
 Warehouse for Q&As to prevent repetition in response
Learning On-Demand &  Access to multiple SMEs across the organization
On-Going  Collaboration with peers to gain experiential knowledge
 “Nuggets” of information on a subscription /push basis
Group sessions, held no more than one week ahead of
Make Trainings when leanings will be applied, will be more productive
More with an established knowledge baseline allowing for:
 Focus less on teaching and more on coaching
Productive Layer 2:  Role-play to incorporate soft skills
Formal Training  Special workshops for areas of personal interest
 Break-out sessions for persistent, individual gaps
Have trainees review material on their own ahead of
Require Self- any group training. You’ll be able to:
 Accommodate various learning styles/paces
Study Ahead 
Layer 1: Establish a knowledge foundation
of Time Self-Study
 Track participation
 Determine what to focus on in the formal training
– 16 – ©2012 MarketBridge Corp.

17. Issue #2 – Knowledge Retention Case Study
Provided a scalable program framework to enable technology partners
Client Challenge:
An industry leader in technology provided its sales partners, which varied in sophistication and needs, an online portal of disparate
sales and training collateral – but no outlet to talk to or easy way to find information when it was needed.
MarketBridge Solution:
 Developed a series of “pre-packaged” campaigns, including all the customizable assets a Partner would need for effective
demand generation
 Launched campaigns on an easily accessible, self-service infrastructure
 Provided in-bound marketing consultation support for partners through phone and chat, using dedicated SMEs that could
walk partners through the new tools available, best practices for increased results and drive funding efforts
90% Increase in Partner Program 200% Lift in Tactics Used Within 838% Increase in ROMI After
Business Impact:
Campaign Execution campaigns Program Implementation
15,000 4
3 Over the course of the
10,000
14,000
2 Program, ROMI increased
5,000 1 838%, representing a 3x
7,350
0
- lift from pre-program
Mo. 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5 Mo. 6
Campaigns Pre- Campaigns Post- performance.
Training Training
Tactics Pre-Training Tactics Post-Training
– 17 – ©2012 MarketBridge Corp.

18. Issue #2 – Knowledge Transfer
Actionable Tips
Transfer considerations for
different sales channels:
High Touch
Hybrid
High Content
– 18 – ©2012 MarketBridge Corp.

19. Pop Quiz
– 19 – ©2012 MarketBridge Corp.

20. Issue #3 – Track & Measure
Where the Breakdown Occurs
Training & Sales Dashboard
Did you know… Not accurately tracking the amount and type of
Training Penetration Agent Trainings Appts. Proposals Sales
training completed by each individual
When it comes Virginia
52%
54%
48%
46%
Mark Jones 5 20 14 $7,000.00
to sales Georgia
65%
78% Lack of insight into initial knowledge gains16
35%
22%
Chris 5 19 and $8,000.00
Gustin
100% retention of information
enablement 0% 50%
Julia Robes 4 17 10 $5,000.00
efforts, 40% of No visible correlation between training, knowledge
Ted Foote 1 4 2 $0.00
Knowledge Increase Training Tools Usage
them are levels and sales performance
120% 12% 6%
100%
deemed 80%
Lack of 96%feedback loop where you canOnline Game Click here to tell
a get feedback
92%
ineffective by 60% on sales enablement efforts and materials us about your
65%
65%
CBT Module
40% 54% 43% Live Chat training!
20%
corporate 0% No insight into knowledge gaps that Quiz on an
exist
Webinar
sponsors. January individual, product or group basis
February 50%
- IDC
– 20 – ©2012 MarketBridge Corp.

21. Issue #3 – Track & Measure
How to Fix It
Track Everything you Can
Create a dashboard to track effectiveness of sales tools:
Slice by individual, team, product, etc.
See how often someone engages in self-study and resources
Allows you to take corrective action where needed
Identify peer resources the team can utilize
Identify who is ready for advancement (promotion indicators)
Map Sales Back to Knowledge Scores
Use knowledge scores to identify sales process issues:
Identify the “breaking point” in the funnel to see if it’s the product, the material, the
teaching, or the soft skills that are causing the issues
Use the data and systems you already have in place to evaluate effectiveness
Use results to gain additional support internally for continued sales efforts
– 21 – ©2012 MarketBridge Corp.

22. Issue #3 – Track & Measure Case Study
Created a program to enable effective, ongoing enablement
Client Challenge:
A high-end retailer found that its CBT platform that left significant knowledge gaps amongst Associates. While their Managers were
expected to provide supplemental training to fill them, they did not possess the skill-set to facilitate effectively – and did not know
which training Associates needed.
MarketBridge Solution:
 Launched a multi-tiered, multi-touch email campaign to re-step managers through training tools and deliver short, actionable
“nuggets”
 Integrated training tools and collateral with their existing point of sale systems to allow for push notifications and easy access
to resources
 Created a web-based, mobile compatible “Module Picker” that used proprietary logic to assign training modules to individual
needs and track usage and outputs on a granular level
126% Increase in Sales 9% Increase in Selling Productivity Due to Identified Top Performers to
Business Impact:
Performance After 2+ Trainings Reduced Classroom Training Leverage & for Advancement
200%
150% Off-Floor Train Pinpointed the 11% of
Pre-Program 16% 1% 17%
1% 65%
On-Floor Train Associates that were
100%
154% Self-Directed Train making up over 80% of
50% 107% the overall group
68% Post-Program 2% 4% 17%
6% 71% Clientelling
0% Selling performance pre-
Untrained 1 Training 2+ Trainings Program.
0% 20% 40% 60% 80% 100%
– 22 – ©2012 MarketBridge Corp.

23. Issue #3 – Track & Measure
Actionable Tips
Tracking considerations for
different sales channels:
One-to-One
One-to-Many
Broadcast
– 23 – ©2012 MarketBridge Corp.

24. Thank You and Q&A
SE Assessment Becky Johns
Vice President, Marketing Services
Let us help you get started 240-752-1832
towards the next rjohns@market-bridge.com
generation of your own
Sales Enablement Courtney Milliken
programs with a Program Manager, Marketing Services
Sales Assets Assessment 240-752-1880
to establish an asset cmilliken@market-bridge.com
inventory baseline for the
performance of existing Learn more:
sales materials & Web: http://www.market-bridge.com/marketing-and-demand
identification of Twitter: www.twitter.com/marketbridge
improvement areas.
– 24 – ©2012 MarketBridge Corp.