Build a Winning SalesTech Stack
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The document discusses building a winning sales technology stack. It presents a sales stack maturity model with different levels ranging from white belt to black belt. Each level is associated with different technology capabilities. The model is used to assess an organization's current level by identifying which technologies their sales team currently uses. The overall document provides guidance to help organizations progress through the maturity levels to build a more robust and effective sales technology stack.
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Build a Winning SalesTech Stack
- 1. #B2BMX How to Build a Winning SalesTech Stack
- 2. #B2BMX Sell More. At the right Price. To the right End. WHAT SALES REALLY WANTS With fewer Sales People. In Less Time.
- 3. #B2BMX
- 7. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Account Targeting Predictive Lead Scoring Data Cleanse/Append Phone & Email Online Meeting Meeting Schedulers PowerPoint ® Outreach Email Workflow Sales Prospecting & Engagement Presentation Builders Sales Enablement Video Selling Personalization/Social Tactile Selling AI Email Outreach Buyer Portals AI Mtg Note Taking PowerPoint ® ROI Calculators Buyer Consensus Value Selling Reference Management Channel Management Spreadsheets Documents Email eSignatures Proposal Creation CPQ Account & Opportunity Management Sales Process & Action Management Contract Life-Cycle Mgmt Spreadsheets CRM Customer Experience & Success Customer Engagement Revenue Management Renewal Management Spreadsheets CRM Sales Compensation Planning & Admin’ Forecast Analysis & Roll- Up (machine-learning) Territory Management Face-to-face Training Sales Portal Skills Development & Reinforcement, Gamification, Video Practice & Role-Play Sales Call Recording & Coaching Someone to Sell to When & How To Engage Why Buy & From You How to Close Up/Cross-Sell/Renew Management, Admin Forecasting & Ops Skills Development, Measurement & Reinforcement 7 Sales Stack Maturity Model
- 8. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Account Targeting Predictive Lead Scoring Data Cleanse/Append Phone & Email Online Meeting Meeting Schedulers PowerPoint ® Outreach Email Workflow Sales Prospecting & Engagement Presentation Builders Sales Enablement Video Selling Personalization/Social Tactile Selling AI Email Outreach Buyer Portals AI Mtg Note Taking PowerPoint ® ROI Calculators Buyer Consensus Value Selling Reference Management Channel Management Spreadsheets Documents Email eSignatures Proposal Creation CPQ Account & Opportunity Management Sales Process & Action Management Contract Life-Cycle Mgmt Spreadsheets CRM Customer Experience & Success Customer Engagement Revenue Management Renewal Management Spreadsheets CRM Sales Compensation Planning & Admin’ Forecast Analysis & Roll- Up (machine-learning) Sales Performance Mgmt Territory Management Face-to-face Training Sales Portal Gamification, Skills Development & Reinforcement Video Practice & Role-Play Sales Call Recording & Coaching When & How To Engage Why Buy & From You How to Close Up/Cross-Sell/Renew Management, Admin Forecasting & Ops Skills Development, Measurement & Reinforcement Someone to Sell to Hierarchy Levels on the Left Maturity levels across the top Sales Stack Maturity Model
- 9. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Account Targeting Predictive Lead Scoring Data Cleanse/Append Phone & Email Online Meeting Meeting Schedulers PowerPoint ® Outreach Email Workflow Sales Prospecting & Engagement Presentation Builders Sales Enablement Video Selling Personalization/Social Tactile Selling AI Email Outreach Buyer Portals AI Mtg Note Taking PowerPoint ® ROI Calculators Buyer Consensus Value Selling Reference Management Channel Management Spreadsheets Documents Email eSignatures Proposal Creation CPQ Account & Opportunity Management Sales Process & Action Management Contract Life-Cycle Mgmt Spreadsheets CRM Customer Experience & Success Customer Engagement Revenue Management Renewal Management Spreadsheets CRM Sales Compensation Planning & Admin’ Forecast Analysis & Roll- Up (machine-learning) Sales Performance Mgmt Territory Management Face-to-face Training Sales Portal Gamification, Skills Development & Reinforcement Video Practice & Role-Play Sales Call Recording & Coaching When & How To Engage Why Buy & From You How to Close Up/Cross-Sell/Renew Management, Admin Forecasting & Ops Skills Development, Measurement & Reinforcement Someone to Sell to Purposefully blurred Locate the tools you use now, to know your current belt level Sales Stack Maturity Model
- 10. #B2BMXNancy Nardin @SellingTools Someone to Sell to When & How To Engage Why Buy & From You How to Close Up/Cross-Sell/Renew Management, Admin Forecasting & Ops Skills Development, Measurement & Reinforcement White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Account Targeting Predictive Lead Scoring Data Cleanse/Append Phone & Email Online Meeting Meeting Schedulers PowerPoint ® Outreach Email Workflow Sales Prospecting & Engagement Presentation Builders Sales Enablement Video Selling Personalization/Social Tactile Selling AI Email Outreach Buyer Portals AI Mtg Note Taking PowerPoint ® ROI Calculators Buyer Consensus Value Selling Reference Management Channel Management Spreadsheets Documents Email eSignatures Proposal Creation CPQ Account & Opportunity Management Sales Process & Action Management Contract Life-Cycle Mgmt Spreadsheets CRM Customer Experience & Success Customer Engagement Revenue Management Renewal Management Spreadsheets CRM Sales Compensation Planning & Admin’ Forecast Analysis & Roll- Up (machine-learning) Territory Management Face-to-face Training Sales Portal Skills Development & Reinforcement, Gamification Video Practice & Role-Play Sales Call Recording & Coaching Typical Maturity levels in Yellow (lots of room for improvement) Sales Stack Maturity Model
- 11. #B2BMX ¨ Build prospect lists ¨ Determine ideal customer profile based on success ¨ Maintain and refresh database ¨ Facilitate outreach through social networks ¨ Find email and phone contact data ¨ Identify connections to prospects within your network ¨ Marry online inquiries to existing account records ¨ Prioritize prospects for optimized activity ¨ Route Leads to the ‘right’ person ¨ Score Leads and qualify them for sales ¨ Test & verify email addresses in database Exercise #1 Who to Sell to Do salespeople have the technology needed to discover opportunities in the market, prioritize selling effort, target all decision influencers, and maintain and grow your database? CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T
- 12. #B2BMX ¨ Build prospect lists ¨ Determine ideal customer profile based on success ¨ Maintain and refresh database ¨ Facilitate outreach through social networks ¨ Find email and phone contact data ¨ Identify connections to prospects within your network ¨ Marry online inquiries to existing account records ¨ Prioritize prospects for optimized activity ¨ Route Leads to the ‘right’ person ¨ Score Leads and qualify them for sales ¨ Test & verify email addresses in database CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T Exercise #1 Who to Sell to Do salespeople have the technology needed to discover opportunities in the market, prioritize selling effort, target all decision influencers, and maintain and grow your database? √ x √
- 13. #B2BMXNancy Nardin @SellingTools Exercise #2 ¨ A/B or other message testing for sales rep emails ¨ Alert reps when sales steps or activities missed ¨ Auto Dial on phone numbers ¨ Automate email outreach ¨ Automatically log calls ¨ Build buyer Consensus ¨ Coordinate meeting times and schedules ¨ Have instant online meetings ¨ Know optimal number of touch points ¨ Know what technology prospects use & when they change ¨ Know when prospects engage ¨ Know which content progresses deals ¨ Log emails, tasks, and opportunities through email client ¨ Nurture future opportunities ¨ Present, show product catalog, and capture leads ¨ Provide prospect-specific call scripts ¨ Record live calls ¨ Send email to a full list of prospects ¨ Send video email messages ¨ Share & Track Video demos ¨ Understand prospects' business and challenges ¨ Create customized prospect or deal portals ¨ Create email/call sequencing workflows ¨ Create, Share, Customize email templates ¨ Define the sales process & specific steps ¨ Facilitate the online selection of content or products ¨ Facilitate the sending of swag, or other marketing assets ¨ Get email alerts/digests on key accounts & the market When & How to Engage Do salespeople have the technology to build interest and momentum, to get prospects to engage (get emails opened and calls accepted), to know what works and why?CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T
- 14. #B2BMXNancy Nardin @SellingTools ¨ Align solutions with buyer challenges ¨ Auto recommend relevant content to buyers ¨ Auto recommend relevant content to salespeople ¨ Build buyer consensus ¨ Create customized prospect or deal portals ¨ Get alerts/digests on key accounts & market intelligence ¨ Map buyer political landscape ¨ Plan account-specific strategies ¨ Quantify ROI and value ¨ Share & Track Video demos ¨ Understand prospects' business and challenges ¨ Share, access & collaborate on a knowledgebase Why Buy, Why From You Do you have the technology to enable sales reps to use digital content and other materials to align the buyer’s needs with the your solutions and to quantify and calculate ROI? Exercise #3 CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T
- 15. #B2BMX Exercise #4 ¨ Collaborate on account activities & responsibilities ¨ Configure quotes and proposals ¨ Facilitate the online selection of content or products ¨ Get contracts signed electronically ¨ Identify referrals to help close deals ¨ Plan account-specific strategies ¨ Track and monitor changes in deal status (and causes) ¨ Track contract workflow ¨ Track signature status How to Close the Deal Do you have the technology to enable the sales rep to create contracts in real time, generate quotes, and capture signatures. CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T
- 16. #B2BMXNancy Nardin @SellingTools ¨ Configure proposals with complimentary systems & solutions ¨ Create customized prospect or deal portals ¨ Map account white-space ¨ Measure customer satisfaction ¨ Nurture future opportunities ¨ Understand and monitor the delivery of purchased servicesDo salespeople have the technology to nurture current customers for up-sell and cross-sell purposes? Do they have the ability to map the white-space for their solutions within target accounts. And, do they have the ability to track customer satisfaction and fulfillment to secure a renewal? What Else to Sell & How to Repeat Exercise #5 CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T
- 17. #B2BMXNancy Nardin @SellingTools o Analyze activities to auto-assess deal probability o Analyze territories and assign to reps o Analyze win/loss o Identify at-risk deals (and why) o Identify where reps are spending time o Judge forecasts on past and predictive analytics o Roll-up the forecast o Know optimal number of touch points o Know which content progresses deals o Monitor & analyze pipeline velocity & underlying factors o Quota planning, scenario analysis, & Administration o Track and monitor changes in deal status (and causes) o Track Sales rep activity metrics Sales Management, Analytics, Forecasting & Operations Do you have the technology needed to roll-up the forecast quickly, dive deep into forecast movement, identify at-risk deals, coach the right people at the right time, and measure KPIs? Exercise #6 CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T
- 18. #B2BMX Exercise #7 ¨ Identify where reps are spending time ¨ Motivate sales performance and reward behavior ¨ Provide prospect-specific call scripts ¨ Quiz on, and reinforce skill-set and knowledge ¨ Role-play and feedback via video ¨ Track and monitor changes in deal status (and causes) ¨ Train salespeople on the use of internal sales technology Skills Development, Coaching, Onboarding & Reinforcement Do you have the technology to automate skill-set assessment, record and share best practice skills, onboard new reps to full performance quickly? CHECK IF YOU HAVE IT MASTERED X IF YOU DON’T
- 19. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Account Targeting Predictive Lead Scoring Data Cleanse/AppendSomeone to Sell to Let’s flip it and look at each level at a time Sales Stack Maturity Model
- 20. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Instant look up from a web page Can often check and verify multiple sources Sometimes has ability to sync with CRM Someone to Sell to & Why Tech Capabilities Examples
- 21. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Instant look up from a web page Can often check and verify multiple sources Sometimes has ability to sync with CRM Look up contacts and accounts Some have purchase intent & install-base Some offer relevant content Hot lead prioritization Some work on any web page (not just landing pages) Tech Capabilities Examples Someone to Sell to & Why
- 22. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Instant look up from a web page Can often check and verify multiple sources Sometimes has ability to sync with CRM Look up contacts and accounts Some have purchase intent & install-base Some offer relevant content Hot lead prioritization Some work on any web page (not just landing pages) Routing to available reps on mobile or land-line Return call in 25 sec Improved website conversion Append data from email signature lines Discover new contacts from OOO msg Identify Sales Trigger Events Tech Capabilities Examples Someone to Sell to & Why
- 23. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Account Targeting Predictive Lead Scoring Instant look up from a web page Can often check and verify multiple sources Sometimes has ability to sync with CRM Look up contacts and accounts Some have purchase intent & install-base Some offer relevant content Hot lead prioritization Some work on any web page (not just landing pages) Routing to available reps on mobile or land-line Return call in 25 sec Improved website conversion Append data from email signature lines Discover new contacts from OOO msg Changes in contact status Similar Companies Ideal Customer Profile (ICP) Score accounts & prioritize Identify Total Addressable Market (TAM) Tech Capabilities Examples Someone to Sell to & Why
- 24. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Internet Search Lead Clipping Lead List Building Web Visitor Tracking Call-Back Lead Capture Email Auto-Reply Mining Account Targeting Predictive Lead Scoring Data Cleanse/Append Instant look up from a web page Can often check and verify multiple sources Sometimes has ability to sync with CRM Look up contacts and accounts Some have purchase intent & install-base Some offer relevant content Hot lead prioritization Some work on any web page (not just landing pages) Routing to available reps on mobile or land-line Return call in 25 sec Improved website conversion Append data from email signature lines Discover new contacts from OOO msg Changes in contact status Similar Companies Ideal Customer Profile (ICP) Score accounts & prioritize Identify Total Addressable Market (TAM) Match Leads to Accounts De-Duplication Normalize data (key data fields used) Enrich and Append Data Unify Data across Marketing & Sales Tech Capabilities Examples Someone to Sell to & Why
- 25. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Phone & Email, Online Meeting More advanced give Personal Mtg URL’s and no downloading Ability to share screen Ability to record Tech Capabilities Examples How to Engage & When
- 26. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Phone & Email, Online Meeting Meeting Schedulers, PowerPoint,® Outreach Email Workflow More advanced give Personal Mtg URL’s and don’t require downloading Ability to share screen Ability to record Personal links for prospects to select the best time Add prospects to list and send personal one-to-many campaigns Set up sequences or cadences for automatic email follow- through Tech Capabilities Examples How to Engage & When
- 27. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Phone & Email, Online Meeting Meeting Schedulers, PowerPoint,® Outreach Email Workflow Sales Prospecting & Engagement, Presentation Builders More advanced give Personal Mtg URL’s and don’t require downloading Ability to share screen Ability to record Personal links for prospects to select the best time Add prospects to list and send personal one-to-many campaigns Set up sequences or cadences for automatic email follow- through For high velocity Selling Tee’s up next calls with dialer capabilities Often includes call scripts and email templates Automatic Presentation bldg Some can insert key data from CRM and elsewhere Ability to track engagement Tech Capabilities Examples How to Engage & When
- 28. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Phone & Email, Online Meeting Meeting Schedulers, PowerPoint, Outreach Email Workflow Sales Prospecting & Engagement, Presentation Builders Sales Enablement, Video Selling, Personalization/Social Tactile Selling More advanced give Personal Mtg URL’s and don’t require downloading Ability to share screen Ability to record Personal links for prospects to select the best time Add prospects to list and send personal one-to-many campaigns Set up sequences or cadences for automatic email follow- through For high velocity Selling Tee’s up next calls with dialer capabilities Often includes call scripts and email templates Automatic Presentation Bldg Some can insert key data from CRM and elsewhere Ability to track engagement Makes the right content readily available to sales Some use machine learning to recommend Using Webcam or smart phone With engagement tracking Ability to send & track swag to prospects Tech Capabilities Examples How to Engage & When
- 29. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Phone & Email, Online Meeting Meeting Schedulers, PowerPoint,® Outreach Email Workflow Sales Prospecting & Engagement, Presentation Builders Sales Enablement, Video Selling, Personalization/Social Tactile Selling AI Email Outreach, Buyer Portals, AI Mtg Note Taking More advanced give Personal Mtg URL’s and don’t require downloading Ability to share screen Ability to record Personal links for prospects to select the best time Add prospects to list and send personal one-to-many campaigns Set up sequences or cadences for automatic email follow- through For high velocity Selling Tee’s up next calls with dialer capabilities Often includes call scripts and email templates Automatic Presentation Bldg Some can insert key data from CRM and elsewhere Ability to track engagement Makes the right content readily available to sales Some use machine learning to recommend Using Webcam or smart phone With engagement tracking Ability to send & track swag to prospects Human-like lead outreach to increase sales efficiency Customized landing pages with sales rep contact details and personalized content Some have interactive chat-like capability Transcript service bot that “joins” each sales call Tech Capabilities Examples How to Engage & When
- 30. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt PowerPoint,® Spreadsheet ROI Calculators Buyer Consensus, Value Selling Reference Management Channel Management Interactive Tools that allow a salesperson or prospect quantify ROI Can be posted on websites and used for lead gen Identify & map buying team members & sentiment Identify at-risk deals based on sentiment Expected (& realized ROI) Turn spreadsheets into sophisticated models formatted for prospects Quantify “do nothing” costs Platform to manage customer reference collections Manage customer reference requests including matching the right reference customers Track & report revenue impacted by customer references Make branded content available to Resellers Visibility into partner sales activity Control messaging & brand Some include self-help tools and training content Some include collaboration Tech Capabilities Examples Why Buy and From You
- 31. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Spreadsheets Documents Email eSignatures Proposal Creation CPQ Account & Opportunity Management Sales Process & Action Management Contract Life-Cycle Mgmt Send documents electronically for prospect to sign from any device. Some will automatically create the right signing fields based on proposal templates Automatic creation based on CRM data Can create with personalized branding Ability to quote quickly from with CRM Eliminates mistakes in product configuration Prevents mispricing or adding unavailable items. Some include guided selling Usually for companies with hundreds of SKU’s White-Space Analysis to increase wallet-share Sales Process Reinforcement Complex deal planning and collaboration Risk-Identification Map capabilities to your customer’s requirements Workflow functionality to automate process & tasks Streamlines Sales activity management Pre-approved templates Approval & Signature Routing Redlining Processes Contract Repositories Tech Capabilities Examples How to Close
- 32. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Spreadsheets CRM Customer Experience & Success Customer Engagement Revenue Management Renewal Management Identify abnormal customer engagement patterns Capture usage data and craft personalized messaging to groups and individuals Track patterns across products and departments Develop a Success Plan to deliver value and plan for expansion 360-degree view of your customers Unified Customer Interaction Data Automatic call tracking and logging Key Drivers affecting Revenue Revenue Recognition Compliance Revenue Allocation Recurring Billing Recurring Revenue Subscription Management Retention/Upgrade Analysis Tech Capabilities Examples How to Up/Cross-Sell & Renew
- 33. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Spreadsheets CRM Sales Compensation Planning & Admin’ Forecast Analysis & Roll- Up (machine-learning) Territory Management Tools to more easily design incentive plans Manage complex configurations and formulas Track and Manage Commissions Many include Sales Rep portals Easily spot inaccuracies Real-time alerts on forecast changes (& why) Automated, real-time roll- up for timely visibility Deal Scoring prioritization Deal specific coaching Pipeline quality and velocity analysis Assess and quantify opportunity and workload for accounts & geographies Align territory potential with sales capacity Prevent over-under allocation Keep account and territory lists up to date Tech Capabilities Examples Management, Admin, Forecasting & Ops
- 34. #B2BMXNancy Nardin @SellingTools White Belt Blue Belt Purple Belt Brown Belt Black Belt Face-to-face Training Sales Portal Skills Development & Reinforcement, Gamification Video Practice & Role-Play Sales Call Recording & Coaching Mobile access stimulates engagement Information and insights delivered and quizzed in small increments reinforced over time. Some offer coaching hubs Practice by recording pitches & demos Managers have access to review Some have peer collaboration Listen to calls at key moments Identify coaching opportunities Feedback & Notation capability Identify best-practice Tech Capabilities Examples Skills Development, Measurement & Reinforcement
- 35. 2018 © Smart Selling Tools, Inc. What technology do others add to their sales stack and why? We’ll answer these questions and more. In every 30 minute online session you’ll hear about the lessons learned and the outcomes they experienced and see a demo of the solution. Get the Full 67 Page Report This report includes details on solutions for each maturity level and gives you actionable checklists and frameworks. Optimize your SalesTech Stack for your best path to revenue growth. Join our bi- weekly Sales Stack Webinar Next Steps nancy@smartsellingtools.com www.smartsellingtools.com @SellingTools