Speakers: Stephen Kruger
Our internal sales organisation is moving from a traditional legacy CRM system to a completely new Social based approach. This talk will outline the history, approach and design of this new collaborative based solution.
19. SalesConnect Mission
Provide a system with a modern user experience that delights sellers,
helps them sell, simplifies data collection,
while keeping management up to date on what's going on.
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20. What sellers get
Simpler interface One application to handle all
aspects
Integrated helpers
Opportunity updates require ¼ time
Social software engine
compared to today
Integration with your everyday tools
Up to the second cadence info
Access from Notes client
Mobile device access
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21. Simpler, more efficient user interface
Capabilities integrated and aggregated for ease of access
One place to go instead
of many.
Sellers can easily keep
track of their work and
progress towards
established goals.
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22. Integrated helpers speed data entry
Type-ahead and pre-filled forms
Pre-filling and default
form settings mean
sellers can get things
done in seconds.
Opportunity updates
require ¼ time
compared to today
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23. Social capabilities to encourage and speed collaboration
Business cards, file sharing & community integration
Sellers can quickly get
to people and
documents they need.
Sellers can find IBMers
to help move
opportunities along.
Dennis Mickles
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24. Social analytics for people and content
Data mining for expert recommendations
Sellers get connected
to the right people
and content to move
their opportunities
along.
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25. Simpler reporting flow
Integrated reporting and roll up forecasts
Sellers and managers
cadence integrated
into the Opportunity
Easy to enter and
track items.
Managers will have up
to the second access
to this data, across
sellers and revenue
line items all within the
Opportunity
Up to the second
cadence info instead
of 7 day delay.
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26. Meet sellers where they are
Integration and access from existing tools
Sellers use their every
day tools to keep track of
and update their
opportunities
Today sellers have
limited Notes or Mobile
access
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27. Social capabilities to encourage and speed collaboration
Activity Streams and Embedded Experience
Status updates easy to
make, in context of work
taking place.
Sellers and Managers
get to see the stream of
work as it happens.
Comment, recommend
in line to speed
collaboration.
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29. Leadership
Market leading technology
IBM Connections – Marketshare leader in Enterprise Social software, IDC 2011
IBM Sametime - Major Player in IDC’s 2011 MarketScape for Unified Communications Voice Infrastructure
IBM Lotus Live - Named in leadership quadrant of Gartner's 2011 web conferencing report
IBM SPSS - 250,000 customers in 100 countries
IBM Cognos - Market share leader in Enterprise BI Platforms, Forrester Wave Q4 2010
SugarCRM - Over 7,000 customers and more than half a million users
ssional Services
tion – leader in Business Strategy, Customer Experience and Market Strategy with deep industry knowledge
Services – leader in development and delivery of leading edge technology solutions
any type of strategy, delivery and post-deployment support
Challenges in B2B selling Why do you need smarter selling? Social selling overview Capabilities Benefits SalesConnect Mission Panda Security Real Connection
Challenges What are the challenges faced by our selling organisations today?
Strategic Priorities Sales Productivity difficulty in mastering pricing for increasingly complex product portfolios with proliferating numbers of items and faster product life cycles Gartner, Sept 2011 Customer acquisition Customer retention Greater churn within customer organizations and sales staffing, Gartner, Sept 2011 Challenges Increased complexity Customers demands are changing quickly Product portfolios covered by reps are growing Contracts for high value transactions often include risk sharing Smarter customers – better negotiation options Intense competition – new markets, change sin old ones Cost reduction pressure – travel, staffing, expenses
Spend too much time doing reports and not enough time selling to customers -need to optimise data capture, automation, and external data assimilation to reduce the manual load on sellers Forced to use tools that don't help them sell -clumsy, badly designed tools, one-fits all approach Wasting time on leads that don't pan out -need to improve intelligence around what we spend our time on Takes too long to prepare for customer meetings -little re-use of assets, constantly re-inventing the wheel -no sharing across internal/geographical boundaries Difficulty finding relevant and current product information -multiple repositories, non-hosted private collections, non-integrated access control lists Need to understand portfolio with little training -no relationship history etc for easy access for research and analysis, upskilling Changing roles weaken relationships -if we are flexible with role assignments, lots of churn reduces efficiency -difficult to move and reapply people in different areas
Today, our sales teams struggle with a system that Is Compliance driven - not focused to sellers help get work done Requires sellers to jump across multiple systems -with additional hurdles through lack of integration between these systems Forces sellers to deal with cumbersome data entry -much of the data exists in alternate system, forcing manual re-entry or disambiguation of the data Is not mobile accessible Does not help sellers tap into the wide expertise of information available from employees and content -connecting the dots is one of the big challenges companies face as they try to maximise the value of their knowledge workers Does not give sellers a way to easily update status for up-line management -existing systems require too much of a time investment to properly record their activities
Today, sales management struggles with a system that Does not provide sales mgmt with a way to see how their sales teams are tracking against targets -difficult to get useful custom overviews and dashboard views -one-size-fits-all reporting applied Does not have current sales data -if such functionality exists, it's out of date data -takes too long for the data to be assimilated from all the external systems Is not mobile accessible -more effective use of time Does not inform sales mgmt about important meetings, calls and interactions for sales opportunities going on in their teams -no event based mechanisms for alerting key players to high-value or otherwise critical opportunities based on their cadence -too much unfocused content
In short, Systems are focused on managing the process and data instead of helping sellers sell This is a recurring theme in most legacy or home grown CRM solutions We've lost focus on who the systems are for, and what their primary goal is
So now we know about all the problems,how do propose to solve all these issues?
Transform from Sales Force Automation to Social Selling There is a paradigm shift in how we sell The shift is away from top-down classical CRM approach, moving towards a more social selling cycle Focus is moving away from management of the sales cycle, to implement a 4-step model whose goal is to optimise sales The focus is on the still relationship , but with an improved ability to engage, solve and discover requirements and issues
Reach people where they live and work Connect through identities on consumer, b2b, and corporate social networks Providing an environment for people to establish themselves and for the systems they used to be connected with that (ie. Profiles tied into things like SalesConnect) Monitor and analyze social data to discover new business insights is about the ability of the system to use data to recommend things to people as well as providing simple ways for people to discover things (like the navigational pivot off of a business card to learn more about someone) - and to leverage other metrics to make new discoveries Enable people to engage productively in a business context Develop personal insights and social intelligence Facilitate emergent processes ( it determines is important to you (e.g., someone replying to a status message you posted) Act on insights for business advantage This is about deep data mining of the social system and metrics in particular to uncover business process changes Let's look at each of these tenets in more detail
Social Selling Capabilities Access core opportunity, contact and account data from mobile devices -Mobile data on hand to augment/assist the time spent on the customer -Collaboration tools allow virtual interaction with remote customers Spend less time learning about the customer because you have 360 degree view -up to date social network activity of the customer, scoped by dashboard/context Spend less time searching for experts and information -their participation in the system automatically identifies them Spend less time filling in opportunity data for forecasts -as sellers find it less burdensome to update their opportunities, we get better resolution on forecast reports due to the increased and more accurate data Engage customers remotely with a rich set of collaboration and social tools -not only improves communication in general, but provides an audit trail of history to allow more flexibility in changing sellers assignments or allowing new sellers to get up to speed on existing engagements -Customers needs to spend less time educating YOU Save time and cover all stake holders with one to many communications -the broadcast nature of status updates and how activity streams are digested make for efficient communication channels Keep entire team, including channel partners in sync on closing the deal -Average B2B seller only spends 45% of their time working directly with customers. IDC 2011
Easy access to experts so you get customer questions answered Better and more focused sharing of existing expert resources across multiple customers though social media Leverage recommended communities and sales content Easy discovery of re-usable assets Easily collaborate with co-workers from across the organization on customer deliverables Social comms bi-directional, a little engagement goes a long way (ergo Twitter) Quickly reach out to experts when emergencies arise Escalations are easy to manage, track, audit using collaborative systems Re-use best practices from other teams Look at extracting templates from successful collaborative practices Pull a solution together via instant web conference Easy to share and collaborate with the team on-demand
Discover Know what customers like and don't like through sentiment analysis of social data Develop complete customer profiles by integrating Social Media with existing customer data More and more customers have a presence on social media Increasing numbers of key stakeholders have a public presence individually Optimize messaging and products based on analytics ability to recommend documents based on context Ability to discover experts based on context Understand customer trends and improve forecasting We need ways to combine, filter and analyze all this external data to provide sentiment analysis, discover customer trends, improve forecasting accuracy, and identify new leads and opportunities well ahead of the competition
One all those foundations are in place, we now need to Act Determine the right sales quota for each territory through incentive compensation analysis Improved access to and presentation of up-to-date core metrics, forecasting data all rolled up to any granularity of territory Get recommended pricing based on past deals and best practices Once opp are identified, need to find re-useable assets such as pitches, documentation, best practices, solutions etc so we don't spend our time re-inventing the wheel in adjacent territories Understand what product in the portfolio to sell to who Data as well as experts from similar previous engagements can be leveraged Improve pipeline visibility so salespeople know which accounts to focus on that will bring the most revenue/profit We need ways to classify opportunities using criteria such as value, territory, content, likelihood of success Understand which customers carry a high support and implementation cost Not all deals are equal. Not all need to be pursued. We need systems to help understand and prioritize them correctly
The effects of this 4-pronged approach should provide : Higher close rates Lower churn of important accounts Tighter customer relationships Shorter sales cycle More competitive wins Improved use of internal knowledge assets across the organisation
What is the mission of the SalesConnect application team?
Provide a system with a modern user experience that delights sellers, helps them sell, simplifies data collection, while keeping management up to date on what's going on. Using SalesConnect, our sellers are supported in their sales activities with the right tools and collaborators at the right times. By seamlessly integrating sales tools with the tools they use everyday, our sellers are more efficient and productive and able to stay on top of the most critical opportunities. Sellers can keep their team and management up to date on their work more easily, giving back the time sellers needs for direct sales efforts. Sellers can easily leverage the skills and knowledge of the entire organization to help move opportunities forward. The Sales organization now has very current information on current opportunities as well.
Simpler interface one place to go, focused on getting things done quickly Integrated helpers to make opportunity management quick and reporting to be automatic Social software at the heart of all of this to keep Sellers and Managers connected and up to date automatically Integration with your everyday tools One application to handle all aspects not one for Opportunities another for Cadence, etc Opportunity updates require ¼ time compared to today Up to the second cadence info instead of 7 day delay Access from Notes client today there is no Notes access or integration Mobile device access today there is no access from mobile
One place to go instead of many. Sellers can easily keep track of their work and progress towards established goals. -judicious use of the very successful OneUI design paradigms users are familiar with in Connections and other IBM products -adoption of the Project Vulcan concepts, such as Activity Streams, Embedded Experience for inline editing and actions within activity stream -Activity streams scoped to relevant contexts such as Opportunity, Clients, Social Network etc
Pre-filling and default form settings mean sellers can get things done in seconds. Opportunity updates require ¼ time compared to today -linking all our backend data sources to allow easy form prefilling using type-ahead, search lookups etc -reduce redundant and out of date copies of the same data by offloading core functionalities to dedicated software stacks, surfacing them where needed through seamless integration
Sellers can quickly get to people and documents they need. - store, find and browse documents using scoping mechanisms familiar to the users business context, or team hierarchy Sellers can find IBMers to help move opportunities along. - use social analysis to identify content experts, then use collaboration software to involve them ad hoc
Sellers get connected to the right people and content to move their opportunities along. -using innovative social network analysis to profile key subject matter experts -leverage mediums where the experts are already present, re-using Communities, Forums and Activities -visible social network trail provides feedback mechanism to re-identify new experts/skills as the system useage increases -when linked to career development process, it provides a usefull way to measure people, and incentivise their participation -document recommendation
Sellers and managers cadence integrated into the Opportunity -no need to navigate to external reporting systems to view and manage cadence Easy to enter and track items. - register alerts on various cadence metrics for automated reaction to customised criteria Managers will have up to the second access to this data, across sellers and revenue line items all within the Opportunity -no need to wait for scheduled data dumps into the external reporting systems Up to the second cadence info instead of 7 day delay. -data is processed as soon as it is entered – reports are current
Sellers use their every day tools to keep track of and update their opportunities -using tools familiar to them reduces the learning and adoption curve for new functionality -the familiar interface provides a natural starting point to evolve more complex functionality with minimal training overhead Today sellers have limited Notes or Mobile access -leverage the explosion in connectivity through mobile clients, and the ability for sellers to remain connected whilst on the road -seamlessly integrate additional Social Selling functionality into their familiar systems
Status updates easy to make, in context of work taking place. -allow related sellers to easily visualise activity scoped to their immediate context Sellers and Managers get to see the stream of work as it happens. -birds-eye view of territorial activity allows managers to keep a hand of the pulse of the core selling activities Comment, recommend in line to speed collaboration. -easy one-liner updates and responses reduce time and effort to communicate key information bytes, and their ability to be digested by the wider community
Provide a system with a modern user experience that delights sellers, helps them sell, simplifies data collection, while keeping management up to date on what's going on. Using SalesConnect, our sellers are supported in their sales activities with the right tools and collaborators at the right times. By seamlessly integrating sales tools with the tools they use everyday, our sellers are more efficient and productive and able to stay on top of the most critical opportunities. Sellers can keep their team and management up to date on their work more easily, giving back the time sellers needs for direct sales efforts. Sellers can easily leverage the skills and knowledge of the entire organization to help move opportunities forward. The Sales organization now has very current information on current opportunities as well.