Sales Communication Solution Study
Sales Communication Solution Study
Sales Communication Solution Study
COMMUNICATION
Solution Study
Table of Contents
1 Executive Summary 03
Action Plan 24
Executive Summary
SALES COMMUNICATION SOLUTION STUDY 4
Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales Enable-
ment Solution Study Series we examine each key stage of Sales Enable- This Solution Study covers:
ment, from initial marketing and sales alignment to the final deal close
and revenue capture.
What is a Sales Communication Solution?
In this report, we focus on the rapidly changing area of Sales Commu-
nication Solutions.
The insights and analysis presented in this report provide marketers Vendor Selection Criteria
with a comprehensive understanding of the Communication Solutions
landscape from the perspective of marketing and sales alignment and
Sales Enablement.
Sales Communication
If your organization is considering a sales communication platform for Solutions Landscape
meetings, events, or webinars; currently implementing a sales commu-
nication platform system; or providing a sales communication plat-
form-related product or service, this report will provide you with fresh Action Plan
insights on the technology, strategies, and vendor solutions.
THE EVOLUTION OF SHOPPER MARKETING SALES COMMUNICATION SOLUTION STUDY 5
SALES COMMUNICATION
Solution Study
What is a Sales
Communication Solution?
SALES COMMUNICATION SOLUTION STUDY 6
Revenue Accountability Budgeting & Planning CRM Thought Leadership Blog Revenue by Channel
Senior
Staffing & Channel Management Performance Reviews & QA Business Intelligence Webinar Presentations Customer Lifetime Value, NPS
Management
Reporting to CEO/Board Recruitment & Retention MRM Conference Keynotes Return on Customer (ROC)
New Product Development Product Launch Product Mgmt. System Data Sheets, Whitepapers Market Share, Profitability
Product
Create Sales Tools/Guides Win/Loss Analysis Enterprise Feedback/Survey Case Studies/Testimonials Brand Equity
Management
Messaging & Positioning Competitive Analysis Content Management Competitive Analysis Content Usage
Build Reports & Dashboards Sales Forecasting CRM Compensation Model % Quota Achieved
Sales Operations Monitor Sales Productivity Territory Management Proposal/CPQ TCO/ROI Calculators Sales Cost/Revenue Ratio
Data Management Sales Compensation Sales Content Portal Sales Playbooks Incentive vs. Quota Ratio
Build Reports & Dashboards Marketing Budget CRM & Marketing Automation Buyer Personas Sales Qualified Leads
Marketing
Marketing Systems Admin Campaign Analysis Analytics & B.I. Customer Journey Map Cost Per Lead (CPL)
Operations Proposals, Presentations
Data Management Lead Scoring & Nurturing Asset Mgmt. & MRM Cost of Acquisition (CAC)
Lead Generation & Events Advertising/Sponsorship Marketing Automation/Email How-To Guides Campaign ROI, Email Metrics
Demand
Branding & Social Media Lead Generation & Appointments Digital Asset Management Research Reports Marketing Qualified Leads
Generation
Content Marketing Tradeshows & Webinars Event/Survey Management Webinars Contribution to Pipeline
Customer Acquisition Sales Process CRM New Features/Ideas for R&D % Quota Achieved
Sales/Account
Customer Retention Opportunity Management Proposal/CPQ Objection Responses Renewal Rate, Revenue
Mgmt. Opportunity Metrics
Up-sell/Cross Sell Contact Management Sales Content Portal Sales Scripts
Staffing for Sales Enablement Recruiting & Hiring HRIS Job Descriptions Avg. Time to Achieve Quota
Human
Sales Training New Rep Onboarding Learning Management System Quality Assurance/Coaching % Unsuccessful Hires
Resources Performance Management Performance & Firing LinkedIn & Job Websites Sales Training Manual # CV/Resume Submissions
Customer Service/Support Helpdesk (phone support) Customer Support, Twitter New Features/Ideas for R&D Avg. Time to Resolution
Customer
Identify Sales Opportunities Email Support (case/ticket) CRM, Order Management Support Scripts % Escalations to Tier 2
Support Accounting/Billing/ERP
Customer Insight/Feedback Online Community Requests FAQs, SLA Net Promoter Score (NPS)
SALES COMMUNICATION SOLUTION STUDY 8
Alignment Planning
Sales Communication Marketers create strategies, goals, and
Sales Support Tools KPIs for every point of their Content Marketing effort.
Processes
Processes
Metrics Sales Communication Marketers develop measurable process-
es for each phase to ensure progress and success.
Results
Resources
Demand Metric’s Sales Communication Maturity Model (on the next page) Cutting-Edge Organizations ensure that sufficient resources (time,
talent, tools, money) exist for each initiative, campaign, and phase.
highlights key functionality according to the level of complexity of the
solution on the four tiers we evaluated, from Basic to Cutting-Edge. Use
Management
this tool to determine the functionality that is right for your organization. Cutting-Edge companies effectively manage the change, progress,
and results of Sales Communication efforts.
SALES COMMUNICATION
Maturity Model
STAGE 4 - Cutting-Edge
STAGE 3 - Comprehensive
STAGE 2 - Standard
STAGE 1 - Basic
Component
Customizable registration;
Customizable registration; Auto-confirm; Auto-confirm; Lead tracking;
Meeting invites; Attendee data capture;
Lead tracking; Campaign Management; Campaign management; Search
Attraction No tools Custom branding; Manages event
Event promotion tools for LinkedIn, engine optimization; Full social
details and registration requirements
Facebook & Twitter media marketing support
SALES COMMUNICATION
Solution Study
Benefits of Sales
Communication Solutions
SALES COMMUNICATION SOLUTION STUDY 12
Today, with web, social media, and mobile access and the increasing Lead Nurturing
sophistication of web casting, webinars, and virtual events, that simple
Shortening the Sales Cycle
connection point offers so much more to the Modern Marketer intent on
creating an enabled sales process. Streamlining the Sales Process
Opportunity Management
Prospect Engagement
Sales Presentations
Training
Customer Support
Virtual Tradeshows
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