2. Peter O’Neill, Vice President, Research Director
WEBINAR A Map To The Territory: The Sales Enablement Automation Vendor Landscape
Peter O’Neill, Vice President, Research Director
Steven Wright, Senior Analyst
Shanta Samlal-Fadelle, Researcher
March 17, Call in at 12:55 p.m. Eastern time

4. Nifty
Cool
Wow

5. SE automation: “pivot” or “havoc”?
Source: “The Arc Of Technology Markets” Forrester report

6. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

7. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

8. Vendors in the landscape

9. State of the sales enablement automation market
Forces converge to drive the need for sales enablement automation.
Market is good with average growth of 38% (across 18 vendors surveyed).
Consolidation in 2016 is likely within similar vendors and across different offerings.
New archetypes
Marketing as steward
Sales
enablement
automation
L2RM

10. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

11. Defining a solution A landscape is not a wave.
Nobody offers a complete platform yet.
Support for three of the sales enablement execution goals (see next slide)
Key benefits:
Sales efficiency: Automate and scale number of actions.
Sales effectiveness: Increase close rates, deal size, and number of deals.
Five core functional areas

12. Forrester’s definitions of the Sales Enablement Execution goals
Develop
Ensure sellers have the appropriate skills and attributes to engage in effective conversations to progress, negotiate, and close on a solution mapped to buyers’ needs. This requires knowledge transfer processes as well as ongoing behavioral guidance.
Position
Deliver content consistently represents the brand’s promise and can be customized to address specific needs of the buyer.
Align
Provide sellers relevant and actionable information about the buyers they meet and the businesses they are helping to succeed.
Locate
Enable quickly locating or recommending appropriate content aligned with the buyer’s journey and upcoming conversations.
Engage
Support content sharing or distribution platforms that demonstrate innovation and are compatible with modern buyers’ expectations of how to consume content, and share and support the capture of data about these interactions to feedback into improving execution of all sales enablement goals.
Assemble
Equip sellers with the ability to quickly configure, price, and quote a value-based proposal closely tied to the customer situation as well as build RFIs and RFPs.
Source: “Sales Enablement Automation Landscape” Forrester report

13. Defining the landscape
Why a landscape?
Too many players, lots of noise
Carried out screeners
Revenue
Number of employees
Geographies served
Key functions
Voila!
. . . a core group of 23 vendors were identified.
Source: Michael Gerard, “The Buyer’s Journey Demystified by Forrester,” Content Marketing Forum, March 17, 2014 (

14. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

15. Here’s what we found: top verticals

16. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

17. How are the goals achieved?
There are clusters.
Some cover some goals better than others.

18. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry Focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

19. Key functions and considerations
Five core functional areas:
Sales-centric content management
Engagement tracking
Prescriptive advice and recommendations
Reporting
User experience

20. Sales-centric content management
Supports all formats
Accessible from many repositories
Tag content for searching and recommending
Online and offline
Mobile support

21. Engagement: personalize, position, and present
tracking
Content engagement tracking
Customization
Personalization
Virtual and F2F presentation support

22. Prescriptive: giving direction
Tied to sales data (stage, industry, contact, etc.)
External and internal content
Microtraining
Maps to usage for coaching

23. Reporting (AKA analytics)
Multiple audiences (sales manager, marketing, and even seller)
Integrates outward with other data (especially CRM)
Basics include usage, engagement, and ties to key sales indicators.

24. User experience “In-line” CRM integration Marketing integration
There is life beyond Salesforce.
Marketing integration
View content by sales role
Extends to partners
Not portal-dependent

25. Some considerations Understand factors affecting time to implement.
Don’t be bedazzled by buzzwords.
Need to support ECM
Omnidirectional integration
Good user experience front-end versus back-end
“Align” functions are weak.

26. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

27. Guide to the toolkit
Top three sales enablement goals achieved from vendor’s POV?
Company/solution brief description
Year founded
Enterprise versus SMB
Headquarters
Pricing model
Website
Company roots
Number of employees
Where will SEAP be in one to two years from vendor’s POV?
Total revenue
Time required to implement?
Other offices
Integrations with CRM/SFA, L2RMA, and ECM
Geographies
Reporting and analytics
Buying audience
Top three verticals (in order)

28. Agenda State of the sales enablement automation market
Defining a solution
Verticals and industry focus
Top three goals
Key functions and considerations
Defining a landscape: vendor selection
Guide to the toolkit
Conclusions/recommendations

29. Recommendations Start with content. Then look at engage and prescribe.
Causal reporting will take longer than you think.
Use to reinforce CRM (back-end, automatic data entry!).
Keep things fresh to keep sellers engaged.

30. Q&A

31. B2B MARKETING 2016
October 18–19, 2016 • Trump National Doral Miami • Miami
New this year: Explore the critical challenges that B2B marketers face, including the changing patterns of discovery and decision by business customers, the increasingly complex interplay of marketplaces and channels, new technologies for tracking and engaging business buyers in real time, and new skills and practices that B2B marketers are borrowing from their B2C colleagues, techniques that they are retooling for the challenges of the B2B world.

32. Steven Wright
Peter O’Neill
Shanta Samlal-Fadelle