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SALES

COMMUNICATION
Solution Study

Insights, Landscape, & Vendor Analysis


SALES COMMUNICATION
Solution Study

Table of Contents
1 Executive Summary 03

2 What is a Sales Communication Solution? 05

3 Sales Communication Maturity Model 08

4 Benefits of Sales Communication Solutions 11

5 Sales Communication Deployment Lifecycle 13

6 Vendor Selection Criteria 17

7 Sales Communication Solutions Landscape 19

8 Analyst Bottom Line 23

Action Plan 24

Our Solution Study Methodology 35


About 36
SALES COMMUNICATION
Solution Study

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.

From their legacy roots in primitive video conferencing (Citrix, Connex,


Benefits of Sales
Webex) for enterprise meeting and collaboration, marketing and sales
Communication Solutions
Communication Solutions have become comprehensive platforms for
everything from sales meetings to full scale 3D virtual tradeshows. Sales Communication
It is safe to say that there is a Sales Communication Solution available Deployment Lifecycle
today for every size of company and budget.

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

What is a Sales Communication Solution?


Demand Metric defines Sales Communication as: Role in Sales Enablement
Demand Metric considers Sales Communication Solutions to be an integral
part of Sales Enablement as illustrated by our Sales Enablement Roles
Comprising the strategies, processes, technologies,
Matrix (on the next page).
and tools to support one-on-one, one-to-many or
many-to-many sales connections. These connections As you will see in this image, Senior Management, Product Marketing,
occur through content development, participant/ Demand Generation, Human Resources, and Customer Support all take
audience attraction, content packaging and presen- advantage of communication solutions through meetings, collaboration,
tation, delivery, audience experience, and metrics. sales presentations, and webinars.

In brief, Sales Communication Solutions make it easier for sales teams to


connect with customers and prospects, either live or remotely through
audio, video, or web interfaces.

Assess the maturity level and capabilities of your current Sales


Communication Solutions with Demand Metric’s Webinar Program VIEW RESOURCE
Maturity Assessment.
SALES ENABLEMENT
Roles Matrix

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

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

Sales Communication Maturity Model


A modern marketing organization that desires to align itself for Sales Our Maturity Model shows the progression of an organization from Stage 1
Communication must focus on eight core areas: (Basic) to Stage 4 (Cutting-Edge) that is characterized by the following best
practices:
Orientation

Leadership Level of Commitment


The strength of the commitment and the focus on excellence in Sales
Technology/Infrastructure Communication initiatives and campaigns drives other best practices.

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

Integrated, media-rich presentations; Content management system for


Design & editing tools & templates; Auto-transcode for video; Turns white creating, editing & managing webcasts
Development No tools
Custom branding papers into animated video; Professional and resources; Media-rich presenta-
design & development support tions with high-quality audio & video

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

Private meeting rooms; Custom


Private meetings rooms; Custom branding; Ability to change presenters Ability to add webcasts or update
Presentation Screen sharing branding; Recording, archiving and & controls easily; Recording, archiving content at any time; Live access to
on-demand capabilities and on-demand capabilities; Can social media features & social sharing
pre-record videos; Channel syndication
SALES COMMUNICATION
Maturity Model
Component STAGE 1 - Basic STAGE 2 - Standard STAGE 3 - Comprehensive STAGE 4 - Cutting-Edge

Cloud-based SaaS enterprise scalability


VoIP audio; Integrated audio & video; and reliability with professional IT
Internet and or private IP networks;
Internet “room” locking; Instant Internet and/or private IP networks; service support; Integration with CRM
Delivery meeting option
Professional IT service support;
Professional IT service support; & MA systems; Automatic recording &
Instant meeting option
Integration with CRM & MA systems archiving for a fully interactive
on-demand experience

3D conference, event & tradeshow


environment; Virtual theater for
HD video; Combined video & screen HD video; Combined video & screen
presenting & organizing webcasts;
Experience Chat; Q&A sharing; Chat; Hand-raise; Q&A; sharing; Chat; Hand-raise; Q&A;
Scrolling marquee for real-time
Online polls Interactive polling; In-webinar surveys
messaging; Customizable audience
console & widgets

Real-time reports capture user


Track attendance & participation; Verify
behavior, content popularity & social
usage; Access registration, attendance,
Tracking Track attendance & participation; Verify networking; Dashboard provides
Call session data chat and other reports immediately;
& Measurement usage; Post-meeting follow-up emails
Post-meeting follow-up emails &
activity snapshot & summary infor-
mation; Custom lead reports provide
surveys
detailed viewer activity

Want to rate your organization’s Sales Enablement maturity with an


interactive tool? Download our Sales Enablement Readiness Assessment VIEW RESOURCE
and get started today!
THE EVOLUTION OF SHOPPER MARKETING SALES COMMUNICATION SOLUTION STUDY 11

SALES COMMUNICATION
Solution Study

Benefits of Sales
Communication Solutions
SALES COMMUNICATION SOLUTION STUDY 12

Benefits of Sales Communication Solutions


Sales Communication Solutions are the lifeblood of the sales connec- These benefits include:
tion. Without an effective way to reach prospects and customers, sales
Brand, Product, & Service Awareness
teams struggle and often fail.
Demand Generation
The first priority, and key benefit, of a Sales Communication Solution
is simply to connect sales teams to potential customers. Lead Generation

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

Product, Service, & Solution Education

Sales Presentations

Training

Customer Support

Virtual Company Conferences & Events

Virtual Tradeshows
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