Digital Selling

Launch

Your challenge:

Digital selling capabilities are required to maintain a consistent and collaborative experience for your buyers, and yet your sellers are missing the right tools and capabilities to deliver an experience that helps modern buyers to buy.

The typical buying group contains at least 6 individuals, and in an Enterprise deal this can be rise to 20 or more.

With the buying group distributed across multiple functions and geographic locations your sellers are required to coordinate the process and centralise information for your customers.

Digital selling (or digital buying from your customer’s perspective) provides a collaborative buying experience:

  • Aligning the buying group

  • Quickly bringing new members of the buying group up to speed

  • Answering common questions from buying group influencers such as IT and Legal

  • Communicating and agreeing on next steps

  • Allowing buyers to update or comment on content and tasks

  • Ensuring sellers follow best practice playbooks

  • Uncovering deal risks early

  • Bringing deals to closure on schedule

  • Smoothing the handover to onboarding and Customer Success

Your outcome:

By the end of this 12 week engagement you will have a digital selling capability including pre-built templates that help buyers to buy.

Your digital selling capability will include:

  • Digital Sales Room (DSR) platform, integrated with your CRM

  • Templates for your key sales stages (outreach, selling, onboarding, expansion)

  • FAQ sections for each buyer persona including legal and Infosec

  • Mutual Action Plan templates

  • Integration with key revenue tech stack tools - video, electronic signature, call recording

  • Enablement for SDRs, AEs and CSMs on how to use digital selling tools

  • Concierge support for your seller’s first DSR builds

  • Agreed KPIs and centralised reporting on digital selling outcomes

Who is this for?

This engagement is suitable for B2B SaaS companies that are struggling to maintain consistency and repeatability in their larger sales cycles.

Digital selling is suitable for all types of B2B sales, but this engagement will be of most value to organisations selling to Mid-Market and Enterprise customers with multiple stakeholders over a sales cycle of 6 months or more.

You are a founder, or revenue leader with overall revenue responsibility across marketing, sales and customer success.

If you don’t have overall revenue responsibility then introduce that person to me, as they will need to be the sponsor for this program - you can’t be successful trying to deliver it as a siloed function.

How long does it take?

12 weeks to launch your digital selling capability

  • 4 weeks - Analysis of the typical sales process, your content, your buyer personas, and an audit of your existing tools.

  • 4 weeks - Work with subject matter experts to define and design content. Select and procure digital selling platform if required. Determine which tools will be integrated.

  • 6 weeks - Launch and integrate digital selling platform. Create and publish templates Launch to revenue teams, with live and recorded enablement sessions. Support sellers in creation and management of their first digital sales rooms.

What is the process?

Diagnose the problem

  • Qualitative assessment (surveys and interviews across execs, individual contributors, customers, prospects, partners)

  • Quantitive assessment (metrics, targets, history, conversion rates, values)

  • Segmented results (region, team, channel, product, customer size)

  • Playback session

    • What is the situation?

    • What has changed and why?

    • Where is the main challenge?

    • What is the goal?

    • How will we know when we’ve got there?

Prioritise the options

  • Assess top opportunities for digital selling to improve revenue metrics (deal size, deal velocity, deal conversion)

  • Typical options

    • SDR outreach

    • AE opportunity development

    • Mutual Action Plans

    • Onboarding

    • Expansion

    • Global alignment

  • Determine integrations

    • Video (Loom, Vidyard)

    • DocuSign

    • Calendly

    • CRM

    • Google Drive

    • Gong

  • Prioritise with ICE framework

    • Impact

    • Confidence

    • Ease of implementation

Build the solution

  • Select 2-3 options to test

  • Acquire digital selling platform

  • Integrate with CRM and rev stack

  • Build required templates

    • Written content

    • Video recordings

    • FAQ’s

    • Graphics

    • CRM field updates

    • Reporting

  • Test with customers

  • Publish

  • Enable the GTM team

  • Measure success and iterate

Who needs to be involved?

Digital selling is not just a sales problem

Digital selling is a company challenge and needs an aligned cross-functional team to develop it.

A common mistake is to roll out a digital selling platform and leave it for SDRs and AEs to design their own pages. They don’t look professional, they are not consistent and they don’t reflect your brand.

A successful digital selling strategy unifies insight from your customer success and onboarding teams, with the brand from your marketers, and the sales process from your best sellers.

 FAQs

  • No - Product Led Growth (PLG) defines sales that occur without the involvement of a seller (at least in the initial transactions).

    Digital Selling refers to a sales person communicating and collaborating with their buyers through digital means rather than phone and email.

    Typically this means some form of micro-portal or Digital Sales Room.

  • Not necessarily.

    Digital Sales Rooms are a category in their own right, but some functionality may be available in your current CRM or Sales Enablement products.

    At the start of this engagement we’ll run an audit of your current tools and provide a recommendation.

  • Suitability for digital selling is best looked at through the lens of your buyer.

    If your customer’s bying group is likely to have multiple people, those people are likely to change over time, and those people are based in different locations and timezones, then digital selling can help you to provide coordination and centralisation that they would find difficult to do themselves.

    If your customer typically buys individually, and the buying process happens over just one or two calls, then digital selling doesn’t add much value to your buyer.

Is this right for you?

Wondering if the Digital Selling Launch is suitable for your business?

  • How confident are you that everyone in your customer’s buying group has consistent knowledge about the problem they face and the solution your company will provide for them?

  • How confident are you that your sellers are delivering a consistent experience that reflects your brand and the best practice of your top sellers and CSMs?

If you are not confident, get in contact and we can discuss your current concerns and agree a suitable path forward.

Not ready to chat yet?

Read these 5 tips for designing a Digital Sales Room program