3. 2
eDynamic, Monday, May 5, 2014
19%
TECHNOLOGY VENDORS ARE
SPENDING, ON AVERAGE, 19% OF
THEIR SELLING, GENERAL, AND
ADMINISTRATIVE (SG&A) COSTS OR
$135,262 PER QUOTA-CARRYING
SALESPERSON IN SUPPORT-RELATED
ACTIVITIES
Forrester, 2009
8. 7
eDynamic, Monday, May 5, 2014
69%
MARKETERS LAY CLAIM TO 69
PERCENT OF SALES ENABLEMENT,
ACCORDING TO IDC, WHILE SALES
PROS ESTIMATE THEY CONTROL
60 PERCENT.
IDC, 2010
9. 8
eDynamic, Monday, May 5, 2014
Product Comparison
They have
recognized a
problem
They have
searched for a
solution
They have
identified
solution options
They are
investigating
the options
They are
deciding on an
option
They have made
a buying
decision
PresalesEngagement: WhenDoesItStart?
Product Comparison
13. 12
eDynamic, Monday, May 5, 2014
PresalesEngagement: ResourceCenter
Easytouse
faceted
search
Sign-upfor
ongoing
engagement
Extend
engagementto
socialchannels
CTAstomove
themthroughthe
journey
Morethana‘wall
oftext’—makeit
visuallyengaging
One-stop shopping to
get answers
Self-service interaction,
no need to call or wait
Opportunity to
personalize the
experience
WhatitDoes
Search can make or
break the experience
Present content with
images—make it
appealing for people
Surround the page with
CTAs that leads the
person to the next steps
of the journey
Have them follow you on
their social networks to
get new updates
ThingstoRemember
14. 13
eDynamic, Monday, May 5, 2014
PresalesEngagement: CustomerCommunities
Startwith
search
Thecommunity
willconfirmyour
products
Registrationhas
itsprivileges
Providea
gatewaytoother
resources
Enables your customers
to ‘sell’ for you
Builds confidence in
your products
Follow the discussions—
understand what is
important to prospects
WhatitDoes
If you have customers,
you have a community
Communities need a
strategy and leadership
A community can drive
registration and deeper
engagement with your
brand
Incent and cultivate
champions—it is a lower
cost of sale for you
ThingstoRemember
Showrealpeople
aspartofyour
community
16. 15
eDynamic, Monday, May 5, 2014
PresalesEngagement: SupportCenter
Startwith
search
Arealperson
isaclickaway
Showoffyour
support
capabilities Showyourofferings,
letthemseewhat
customersget
Makeitobvious
forpeopletofind
whattheyneed
This provides insight
into the after sales
experience
Self-service interaction,
no need to call or wait
Opportunity to
personalize the
experience
WhatitDoes
Search can make or
break the experience
Most people will be
searching for support
around a product
Make it easy for them
reach out to a person
ThingstoRemember
18. 17
eDynamic, Monday, May 5, 2014
PresalesEngagement: SelfServiceDemos
Demoyour
softwarewith
theirdata
Sign-upfor
ongoing
engagement
Makeiteasyto
getstarted—no
creditcard
Ademothat
movesinto
production
Let them demo the
actual software—let
them experience your
support and community
It is an easy step for
them to take it into
production once started
WhatitDoes
Make this a key sales
tool—no credit card, no
commitment is EASY
Show them the options
from moving up—where
this initial demo can go
Again, get them to sign-
up if they have not yet
ThingstoRemember
19. 18
eDynamic, Monday, May 5, 2014
PresalesEngagement: Videos
Usevideosonyour
homepagetoquickly
engagepeople
Targeted3-5minute
videosaddressspecific
questionsquickly
Customer
testimonials
buildconfidence
Builds confidence in
your product and brand
Communicates product
capabilities quickly
Validate the customer
experience with your
company
WhatitDoes
Keep videos ‘bite size’—
3-5 minutes at the most
Enable viewing across
devices—adaptive
streaming
Provide a high-
performance
experience—consider
using a content delivery
network (CDN)
Look at Brightcove,
Ooyala for delivery
ThingstoRemember
22. 21
eDynamic, Monday, May 5, 2014
35%
McKinsey & Company, 2009
35% OF CUSTOMERS FIND ‘TOO
MUCH CONTACT’ A SELLING ACTIVITY
THAT IS DESTRUCTIVE TO THE SALES
EXPERIENCE
23. 22
eDynamic, Monday, May 5, 2014
Product Sale
They have
recognized a
problem
They have
searched for a
solution
They have
identified
solution options
They are
investigating
the options
They are
deciding on an
option
They have made
a buying
decision
Finalize Pricing Sign Contracts
SalesFacilitation: WhenDoesItStart?
Product ComparisonProduct Comparison
26. 25
eDynamic, Monday, May 5, 2014
SalesFacilitation: DealRooms
Removes the paper-
based management of
documents
Eliminates the ‘email
chase’ of tracking down
the latest document
versions
WhatitDoes
Complete security for
all parties
Can be integrated
within your website to
provide deal room
portal functionality
ThingstoRemember
27. 26
eDynamic, Monday, May 5, 2014
SalesFacilitation: ElectronicSignatures
Streamlines the
document signing
process
Eliminates the need for
physical signatures,
while still insuring
authenticity
WhatitDoes
Look for electronic
signature services that
work with deal room
vendors—not all do
ThingstoRemember
28. 27
eDynamic, Monday, May 5, 2014
SalesFacilitation: SubscriptionServices
Handles all the details
of subscription based
models—without you
doing the heavy lifting
Provides complete
reporting capabilities
WhatitDoes
There are several
vendors that provide
these services
All have APIs that make
it possible to fully
integrate the
experience with your
website
ThingstoRemember
31. 30
eDynamic, Monday, May 5, 2014
50%
“THAT MIDDLE GROUP OF 40-50% OF
PARTNERS GENERALLY WANT TO
SUCCEED BUT DON’T KNOW HOW, AND
MANY VENDORS DO A POOR JOB OF
ENABLING THEM.”
Philip Moon, Channel Enablers, 2012
32. 31
eDynamic, Monday, May 5, 2014
PartnerChannel: IntegratedPortals
Can provide a single
location for partners to
access your services
and information
Incorporates the same
presales engagement
functionality
WhatitDoes
Maintain a single sign-
on environment—no one
wants to remember
multiple passwords
Make sure that partners
also have mobile
enabled experience—
many are on the road
ThingstoRemember
One-stop
shoppingfor
partners
Singlesign-on
acrossallweb
properties