Donal Daly’s Digital Sales Transformation | In a Customer First World should be on every business leaders’ mandatory resource list, especially for those of us who know they need to boost their commercial team’s organic impact … but don’t know how to practically tackle all that needs to be done in such a complex customer / competitor world Donal gives practical advice, processes and metrics that you can adapt to your own business circumstances and his contemporary and extensive research into how today’s customers are thinking and wanting to be served differently brings a critical mirror to reflect how well or not you are servicing your key and future accounts and what you should be doing about changing the way you manage your sales force’s interactions with their customers While much is talked about the data evolution and artificial intelligence, Donal breaks it down into a realism he coins as ‘augmented intelligence’ and again challenges us to apply these new tools in a smart way to overcome the tidal wave of overwhelming reports that fail to inform adequately or fast enough Patrick Hogan | Vice President Commercial Excellence | Honeywell The customer of the future is not the customer of the past and sales organizations have to engage differently At the core this book is a blueprint for the future of Digital Sales Transformation Tiffani Bova | Global Customer – Growth & Innovation Evangelist | Salesforce Most people just assume the Digital Transformation is all about tech I love that Donal sees what's always been at the heart of transformational change – people That sounds philosophical, but this book is actually more strategic and execution-oriented: a must-read for anyone in sales and post-sales leadership Nick Mehta | CEO | Gainsight Customer first Donal reminds the reader of this important theme As we navigate in this complex world, a seller must stay focused on the customer, in order to be successful and truly transform sales This book provides a blueprint and is one I recommend to anyone working in a Sales or Marketing organization Sanjay Poonen | Chief Operating Officer, Customer Operations | VMWare Digital Transformation is driving profound change in how customers engage With the right balance of methodology, technology and a focus on the customer, Digital Sales Transformation | In a Customer First World is the blueprint for salespeople to make their customers successful and outpace their competition Mark Roberge | Senior Lecturer | Harvard Business School / former CRO | Hubspot Outstanding food for thought in this book for modern enterprise B2B sellers Donal provides great insights around how to select the right customers and then create value for them A clear guide on how to balance Augmented Intelligence with human judgment to achieve success Chano Fernandez | Executive Vice President, Global Field Operations | Workday The future, with all its anticipated marvels and challenges, is not just around the corner; it is already here Digital Transformation is impacting every aspect of our lives The everyday flow of information and the attention that it demands is only going to increase, and all of us have to adapt to it in order to deliver business success This ‘race for attention’ impacts our customers as well Digital Sales Transformation | In a Customer First World does a wonderful job explaining the details and the technological impacts of these changes, as well as dedicating a lot of space in the book to describing the inevitable changes in the way that customer relationships will develop Donal delivers vital advice for any sales manager living in our new digital era, at the same time putting his finger on a key and ever-relevant point, saying that the basics of sales aren’t gone The first and perhaps the most important question a salesperson can ask himself is: “What problems does your customer have that you can solve better than anyone else?” This question is really timeless; business problems might be different, the way you solve them might be different, but the basic rules of selling are as relevant as ever Richard van Wageningen | Senior Vice President IMEAR | Orange Business Services This book is thought provoking and inspirational Donal explains with tremendous clarity how Digital Transformation can be used to get closer to customers It is a must read for all sales leaders who value and aspire to a Customer First experience Jon Ireland | Business Change Executive | SDL plc The world of selling (and buying!) is undergoing dramatic changes driven by Digital Transformation and most importantly, customer expectations Donal provides a clear framework to assess these changes and enable leaders to adapt to extract value for themselves and their customers Avanish Sahai | Vice President Worldwide ISV and Technology Alliances | ServiceNow Digital Sales Transformation is a recipe for collaborative customer success Donal unveils his Customer Impact Architecture to explain how today’s customers want to buy and clearly explains how to apply methodology, process and technology for sales success This book is extremely valuable to both buyers and sellers Ingrid De Doncker | CEO | iDDea Donal’s book provides a comprehensive and thoughtful analysis of modern sales strategies, reflecting the twin dynamics of Digital Transformation and Customer Centricity A must-read for those preparing for the future of selling, by one of the world's foremost experts in sales transformation Umberto Milletti | CEO | InsideView Sales process automation has become table stakes for organizations looking to maximize growth In Digital Sales Transformation | In a Customer First World, Donal expertly outlines how you can take the next step by leveraging AI The potential to deliver near real-time actionable insight to buyers based on where they are in the process is game changing That being said, this is more than a theoretical discussion on technology It’s a blueprint for how a company should run Sales Any Sales Leader, CEO or Board Member would benefit from reading this book Don Soucy | Executive Vice President of Global Sales | Spok The heart of digital transformation is the business model shift In this post-sale, on demand, attention economy, we no longer sell products but deliver on a brand promise This ‘must read’ book by Donal will help executives understand how the seller can start with empathy for the customer and build their transformation from this first principles design point R "Ray" Wang | Principal Analyst & Founder | Constellation Research, Inc DIGITAL SALES TRANSFORMATION IN A CUSTOMER FIRST WORLD Donal Daly Published by OAK TREE PRESS www.oaktreepress.com / www.SuccessStore.com © 2017 Donal Daly, Altify Inc A catalogue record of this book is available from the British Library ISBN 978 78119 328 (Hardback) ISBN 978 78119 329 (Paperback) ISBN 978 78119 330 (ePub) ISBN 978 78119 331 (Kindle) ISBN 978 78119 332 (PDF) All rights reserved No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying, recording or electronically without written permission of the publisher Such written permission also must be obtained before any part of this publication is stored in a retrieval system of any nature Requests for permission should be directed to Oak Tree Press, info@oaktreepress.com CONTENTS IX CHAPTER 17: FINAL WORDS If you nothing else you must invest the time to become proficient in each of these methods and behaviors This will be time well spent Understanding the people and their problems, and how to engage in business conversations that convey your value, are the elements that will help you to weave your own tapestry of success, each thread carefully selected and each stitch purposefully completed Too many times I have seen well-intentioned and enlightened sales professionals struggle with the conflict between making their number and making the customer successful My principal message to you is that these seemingly conflicting goals can in fact be wholly aligned If you know how to execute on the appropriate customer engagement strategy that maps to the impact on the customer, you will both win In the final section of the book, Chapters 13 to 16, I described the methods that you can apply to guide your journey In fact, this is where it all ties together Figure 138: THE DIGITAL SALES TRANSFORMATION ARCHITECTURE MODEL It starts with the customer – as it should Then I mapped the methodology to the each of the buyer’s statements: “Help me buy,” “Guide me,” and “Partner with me” – all on a foundation of a structured approach to sales performance management 495 DIGITAL SALES TRANSFORMATION The accelerator of course is the technology and, as you saw, each impact level has the requisite technology layer, AI strengthened as appropriate, to equip you with the full Digital Sales Transformation capabilities required Even as I write this, I know the world continues to change It’s an ever-evolving story We are constantly buffeted by the winds of change, the torrent of innovation, disruption and global transformation I hope that this book has provided you with some ideas and tools so that you can decide how the story ends You can embrace the change, put the customer at the center, and use the turbulence to write the epilogue to your personal narrative I am reminded of a quote from the ex-CEO of the former leader in the mobile phone industry: We didn’t anything wrong, but we still lost And as Mike Rosenbaum said in the Foreword: There are always countless reasons why it’s hard to change But I urge you to get started Now Today Thank you for taking the time to read this book I await with great anticipation to hear your stories of success I wish you well Thank you, Donal 496 INDEX 497 DIGITAL SALES TRANSFORMATION 80 / 20 rule, 112-115 Account Based Marketing, 13, 311-351 account tiers, 319-324 definition, 312 Integrated, 350-351 metrics, 340-349 persona(s), 325-329 play(s), 316, 325, 329-339 account dashboard(s), 76, 79-80, account management, 443-459 Goal, 445, 447 Implementing, 444-445 Methods, 445 Objectives, 445, 448-458 account manager, 73 account plan, 73, 74, 342 account planning, 74 definition, 174 account planning and management, 13 Account Planning Book of Evidence, 447 Account Planning in Salesforce, 74, 158, 174, 200, 444, 445 account reporting, 76, 79-80 account review, 73, 74 account scorecard, 76, 78 account strategies, 70, 72-73, 97 Adaptability to Change, 181, 183-185 Ahrendts, Angela, 158-160 Airbnb, 124 Alphabet, 366 Altify, 197, 210, 244, 332, 367, 393, 407 Altify Max, 367-369, 370-376 Altify Max Insight Editor, 371 Amazon, 124, 129, 366 ambient value, 123-124 analysts’ coverage, 128, 254 analytics, four stages of, 380-384 Apple, 40, 124, 132, 160, 350, 366 498 INDEX Are Salespeople Prepared for Executive Conversations?, 210 Artificial intelligence, 13, 33, 60 Role in Enterprise Sales, 353-393 ATD, 368 Augmented Intelligence, 13, 60, 354, 357, 362-364, 365-366 Autor, David, 359 B2B Customer Decision Journey, 149 ‘bad things that happen,’ 69, 90, 94, 98 Bang & Olufsen, 132 Benioff, Marc, 132, 158-160, 365 Big Data, 354, 368, 385, 391, 392 blockchain, 201 Boole Library, 2, Boole, George, 2, 3, Boolean Logic, Branson, Richard, 169 Brocade, 298 Brynjofsson, Erik, 359 BT, Buffett, Warren, 169 Building relationships, A structure for, 173-204 Burberry, 158-160 Business conversation map(s), 60, 62-63 Business focused conversation(s), 52, 54-55 Business Performance Benchmark Study 2017, 5, 8, 146, 317, 331, 405 business problem(s), 52, 54 Business Relationship Pyramid, 152-154, 186, 187, 193 buyer centric sales process, 38, 39, 43, 50, 64, 398, 399, 406, 409 buyer’s perspective, 141-172 buying roles, definitions, 195 Capabilities Assessment, 85-101 Caterpillar, 129 causation, 382-383 CEB, 57, 368 499 DIGITAL SALES TRANSFORMATION Cerf, Vinton, 201 Cirque du Soleil, 132 Cognos, 241 collaborative account management system, 76-77 common vision for success, 70, 71-72 competitive positioning, 304-305 competitive strategy, 52, 55 confounding factor, 382-383 Constellation Research, Content Management System(s), 47 Cook, Tim, 160 corporate reports, 127, 254 correlation, 382-383 Credible Source, 89, 153, 156-157, 190 culture Bureaucratic, 133, 163-164 Categories of, 133, 163-165 Collaborative, 133, 163, 164-165, 170 Entrepreneurial, 133, 163, 164 Individualistic, 133, 162, 163, 165 customer business problem, 104, 116, 121-128, 135, 137 customer culture, 166-172 Customer Decision Cycle, 151, 155-160, 186, 193 Customer Engagement Model, 14, 23, 24-25, 35-84, 392-393 Customer First, 7-8, 10, 13, 14, 21, 22, 55, 104, 124, 125, 126, 133, 171, 178, 244, 246, 275, 276, 286, 308, 309, 351, 393, 419, 494 Customer Impact Architecture, 19, 21, 24, 32, 36, 494 Customer Impact Level 1, 38-50, 52, 88, 356 ‘bad things that happen,’ 90 Indicator(s), 89 Obstacle(s), 91-93 Sales challenge(s) / problem(s), 89-93 Strategy, 93, 397, 462 Customer Impact Level 2, 51-68, 70, 71, 72, 76, 356 ‘bad things that happen,’ 94 Indicator(s), 94 Obstacle(s), 95-97 500 INDEX Sales challenge(s) / problem(s), 94-97 Strategy, 97, 422, 462 Customer Impact Level 3, 69-83, 70, 356 ‘bad things that happen,’ 98 Indicator(s), 98 Obstacle(s), 99-101 Sales challenge(s) / problem(s), 98-101 Strategy, 101, 445, 462 Customer Impact Level(s), 9, 14, 21, 23, 26-28, 29-31 Customer Insight Map, 63, 253, 262, 274, 275, 278, 298, 426, 442, 449, 450, 459 Customer Insights, 282, 284, 290-291, 292-296, 301 Customer messaging, 38, 40 Customer outcomes, 38, 39 Customer Retention, 331-332 Customer success results, 73, 74 Customer Value Question, 104, 139, 308, 438, 494 Davis, Glenn, 232-234, 243 deal management framework, 56-57, 58 deal review(s), 42, 55, 56, 58, 166 deal size, 398 Decision Orientation, 181-183 Deltek, 241, 242 Descriptive Analytics, 381 Diagnostic Analytics, 381, 382 Digital Sales Transformation, 6, 9, 10, 13, 14, 19, 22, 24-25, 36, 59, 297-307, 392, 496 technology, 44-49, 59-66, 75-83 Digital Transformation, 5-6, 9, 10, 14, 18, 22, 23, 104, 124, 125, 126, 133 Discover Impact, 15-33 Dollar Shave Club, 350 Dreamforce, 365 Dun & Bradstreet, 127 earnings calls, 128, 254 Edelman Trust Barometer, 200 501 DIGITAL SALES TRANSFORMATION Edison, Thomas, 52 elevate relationships, 70, 71, 72-73 Eliot, T.S., 3-4 emoji(s), Engagio, 342 Englebart, Doug, 360 exception reporting, 60, 63 Executive Buyer Insight Study, 286 executive dashboard(s), 76, 79 executive management team, 11, 206 executive sponsor, 11, 75, 205-244 External responsibilities, 221, 223 Internal responsibilities, 221-223 Role, 220-223 Executive Sponsor Program, 11, 75, 205-244 Account Manager, 224-226 Challenge, 209-212 Customer, 227-228 Design, 213-219 KPIs, 217-219, 221, 235 Plan, 235-240 Program Owner, 213, 229-230, 235 expert systems, 355 Expert Systems Introduced, 13, 355 Exxon, 118 Facebook, 158, 169, 366, 375, 388 firmographics, 104, 116-121, 135-136, 251 FOMO (fear of missing out), 106, 111 Ford, Henry, 52 foresight, 377-379 Forrester Research, 26, 128, 210, 286 Fortune, 158-160 Fortune 500, 166 Gallup, 57 Gartner, 128, 144, 381, 382, 383, 384 Gates, Bill, 169 502 INDEX Godin, Seth, 380 Google, 3, 4, 5, 361-364 Ground Truth, 361-362 self-driving car project, 361 StreetView, 362 Google Ads, 333 Google Maps, 60, 197, 361-364, 365, 366, 368, 369, 374 guided sales call planning, 44, 48-49 High Yield Questions, 302-304 hindsight, 377-379 Hoar, Andy, 26 Hoovers, 127 IBM, 241 iCloud, 350 Ideal Customer Profile, 10, 13, 38, 40, 70, 103-139, 161, 190, 193, 216, 251, 252, 262, 319-320, 401, 494 Inner Circle, 177-178, 179, 428 Inside the Buyer’s Mind, 40, 52, 143, 144, 145, 146, 148, 150, 210, 296, 304, 400 insight, 5, 377-379 Insight Machine, 290-291, 292 Insight Signals, 372, 376, 382 Investor Relations, 128, 254 iPhone, 362 Ireland, Jon, 241, 243-244 Jobs, Steve, 132, 169 key influencer(s), 52, 54 Key Player(s), 177-178, 186, 190, 203 Knapp, JP, 409 Knowledge Curve, 358 Kodak, 121 KPIs, 65, 387 Kraljic Matrix, 149, 214 Kraljic, Peter, 214 503 DIGITAL SALES TRANSFORMATION Level Communications / CenturyLink, 32-33 Level of Influence, 176-178 LinkedIn, 169, 333 Lyft, 364 Machine Learning, 368 market penetration insight, 76, 80-81 Marketing Qualified Lead (MQL), 330 Martin, Billy, 454-445 McAfee, Andrew, 359 McKinsey & Company, 6, 149 measurable value, 123-124 Mega Trends, 10, 104, 124, 126, 133 Merriam Webster, 183, 319 Microsoft, 118, 366 Miller Heiman, 368 Minsky, Marvin, 360 Moneyball, 33 Nasdaq, 17 Net Promoter Score, 78 Netflix, 124 Nokia, 121 Nordstrom, 133 NYSE, 17 Objections, 305-307 Objectives, Strategies and Actions (OSA), 456-458 Ogilvy, David, 340 ‘one third problem,’ 7-8 opportunity health / progress, 56, 58, 64 opportunity management, 421-441, 444, 448 AI based system, 60-62 Goal, 423, 424 Methods, 423, 425-441 Objective, 423, 425-441 Opportunity Test and Improve, 166 504 INDEX Oracle, 433 organizational impact of purchase, 282-283 Pareto, 113 Parizot, Marc, 429-431 Pew Research, 201 Pink, Daniel, 292 pipeline, 41, 43, 401, 484-486 cadence, 56, 58 growth, 73, 75 management, 60, 63-65 quality, 41, 43 Polanyi, Michael, 359 Polanyi’s Paradox, 359 Political Structure, 177-178, 254, 428 positioning, 109, 316 Positive Impact Potential, 104, 116, 129-134, 135, 138, 162 Predictive Analytics, 354, 368, 381, 382, 383, 384 Preference with Key Players, 187-189 Prescriptive Analytics, 381, 382, 383-384, 388 press release(s), 128-129, 254 PRIME Action(s), 441, 455 Problem Discovery Model, 261-265, 276, 402 Problem Solver, 94, 154, 157, 186, 193, 269 Propensity to Buy curve, 267 qualification, four key questions for, 57 Quarterly Business Review, 462, 489 Quinn, Megan, 362 Rapoza, Janice, 297-298 Rational Drowning, 9, 198 Relationship Map, 167, 170, 179-180, 428-431, 459 relationship strategies, 73, 75 Retargeting, 333 Rhodes University, 463 Rich, Buddy, 2, Rocks, Stones and Pebbles, 485, 488 505 DIGITAL SALES TRANSFORMATION Rosenbaum, Mike, 16, 18, 496 Sales Analytics, 60, 65-66 Sales and Marketing Continuum, 315 sales call plan(s), 38, 40, 41, 42 sales cycle duration, 399, 405, 409 sales engagement model, 21, 36 sales forecast/ forecasting, 41, 43, 44, 47, 56, 378, 396 accuracy, 399, 409-414 management, 60, 63-65 sales management, 41-44 Sales Management Association, 57 sales manager, 41 as coach, 56-57 sales metrics, 44 Sales Performance International, 368 sales performance management, 461-492 Goal, 466 Implementing, 462-465 Methods, 467-468 Objectives, 467-468 Questions, 469-470, 491 sales problem(s), 88 sales process, 395-419, 455 automated in CRM, 44, 46, 48 designing, 415-418 Goal, 396, 398 Implementing, 396 manage to, 41, 42 Methods, 396, 399-400 Objectives, 396, 399-400 structure, 401-406 sales velocity, 398 equation, 474 Salesforce, 5, 9, 13, 45, 79, 112, 129, 130, 131, 132, 158-160, 169, 305, 354, 365, 367, 374, 393, 418, 454-455, 487 AppExchange, 305, 366 Chatter, 374 506 INDEX Einstein, 66, 365, 376 Sanchez, Thanhia, 241, 242 Sandberg, Sheryl, 169 SAP, 158 SDL, 241, 243 SEC, 127 Seeking Alpha, 128 Select Selling, 313, 317 Singer, Mat, 31-33 SiriusDecisions, 292 Small Data, 354, 368, 391 smart sales content, 44, 47 Smith, Haiden, 463-464 social sleuthing, 169 Solution Sales Kit, 299-307 Spark Capital, 362 Staples, structured account qualification, 70 structured opportunity qualification, 52-53, 432 Strummer, Joe, 439 Sun Microsystems, 243 sweetspot, 110 syncreon, 463-464 Targeted Account Selling Assessment / TAS 1-20, 433 TaylorMade, 326 TeleAtlas, 361 The Clash, 439 The Laws of Thought, The Second Machine Age, 359 Thinking Chain, 388 To Sell is Human, 292 Tomorrow Today: How AI Impacts How We Work, Live and Think, 14, 355 Total Addressable Market, 116-117 Total Available Market, 116 Trunk Club, 350 Trust, 200-202 507 DIGITAL SALES TRANSFORMATION ‘Trust Default,’ 200, 202 Trusted Advisor, 71, 98, 152, 154, 157, 158, 186, 187, 190, 192, 193, 199, 228, 269, 342, 349 Truth Test, 55, 105, 166, 438 Twitter, 158, 169, 333 Uber, 124, 364 University College Cork, UPS, 132 Urmson, Chris, 361 value, 13, 36 communicate / communicating, 70-71, 279-309 create, 70-71, 279-309 delivery of, 13, 246 measure, 70-71 value creation, 11, 284 Value Creation curve, 267 value expression, 108-109, 316 Vendor, 152, 153, 156, 158, 269 Vocera Communications, 409 Vogue, 326 Walmart, 129 Wang, Ray, Waterville Golf Club, 362-364 Website traffic, 344-345 WeWork, 350 whitespace, 70, 72, 77, 348, 452-455 Whole Foods, 129 Why Are There Still So Many Jobs? 359 Wordpress, 107 XCo, 166-172 Xerox, 106 YouTube, 508 ABOUT THE AUTHOR In 1986 Donal Daly started his quest to improve human performance with his first Artificial Intelligence software company In 2005, he founded Altify, his fifth company, to improve sales performance through software and he is regarded as the catalyst for global advancement in sales transformation Donal is author of multiple Amazon bestsellers including Tomorrow | Today: How AI Impacts How We Work, Live and Think, and the seminal publication Account Planning in Salesforce His ideas, books, and speeches have inspired people around the world to perform better He can be found at donaldaly.com 509 ... advice for any sales manager living in our new digital era, at the same time putting his finger on a key and ever-relevant point, saying that the basics of sales aren’t gone The first and perhaps the... experience I am a demanding, exacting and somewhat irrational customer We all are Amazon’s not unique It has embraced technology (and supply chain, distribution and logistics) to create an amazing customer. .. anywhere else is a risk, because a high bar has been set I'm very happy with that bar and anything below that bar is frustrating On a rational level, I understand that Amazon has a world class distribution