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WEBINAR Best Practices for XaaS Sales In A Multi-Model Business

WEBINAR Best Practices for XaaS Sales In A Multi-Model Business. Mary Shea, Principal Analyst Liz Herbert, Vice President, Principal Analyst. September 18, 2017. Call in at 10:55 a.m. Eastern time. As-a-service (XaaS) Delivery Is Increasing In Popularity Across All Industries.

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WEBINAR Best Practices for XaaS Sales In A Multi-Model Business

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  1. WEBINARBest Practices for XaaS Sales In A Multi-Model Business Mary Shea, Principal Analyst Liz Herbert, Vice President, Principal Analyst September 18, 2017. Call in at 10:55 a.m. Eastern time

  2. As-a-service (XaaS) Delivery Is Increasing In Popularity Across All Industries

  3. The digital era is ushering in new business models • Engages in research and social listening • Shares buyer-specific educational content • Responds quickly to client and prospect posts • Integrates social activities into daily cadence Changing customer expectations Digital technology • Prefers to use traditional methods • Shares pre-curated content • Engages in post-program rollout • Learns from social selling leaders in own organization New sources of value New business models • Doesn’t understand the value of social connections • Uses familiar sales tactics • Doesn’t need social connections to exceed goals

  4. XaaS models emerge in B2B • Engages in research and social listening • Shares buyer-specific educational content • Responds quickly to client and prospect posts • Integrates social activities into daily cadence • Prefers to use traditional methods • Shares pre-curated content • Engages in post-program rollout • Learns from social selling leaders in own organization • Doesn’t understand the value of social connections • Uses familiar sales tactics • Doesn’t need social connections to exceed goals

  5. XaaS constituent benefits and risks Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report • Creates and shares visionary ideas • Influences across broad networks • Shares thought leadership monthly/quarterly • Follows influencers from other brands • Engages in research and social listening • Shares buyer-specific educational content • Responds quickly to client and prospect posts • Integrates social activities into daily cadence • Prefers to use traditional methods • Shares pre-curated content • Engages in post-program rollout • Learns from social selling leaders in own organization • Doesn’t understand the value of social connections • Uses familiar sales tactics • Doesn’t need social connections to exceed goals

  6. XaaS Requires A Different Selling Model

  7. “ The linear sales process: It’s so 20th century Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report First meeting POC Close MQL SQL “The sales process doesn’t exist anymore. We now live in a buying process” — Allen Nance, Chief Marketing Officer - Emarsys

  8. Expect financial, cultural, and organizational issues Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report

  9. Be ready for these dynamics Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report The economic model will be different. Personnel will be affected. Sales quotas and compensation will change. Partner dynamics are already in flux

  10. The six traits of a XaaS seller 5 1 3 4 6 2 Is collaborative Has digital skills Gives advice Leverages data Is helpful Builds trust

  11. Impact Across Direct And Indirect Routes

  12. B2B firm’s dominant routes What are your companies top routes to market in terms of revenue? Base: 148 B2B sales and channel professionals Source: Forrester’s Q3 2017 B2B Routes-To-Market Panel Online Survey

  13. eCommerce aligns well with buyer preferences 61% of B2B buyers use smartphones to research purchases for work. 70% of B2B buyers say purchasing from a website is more convenient. 2015 2017 53% 68% of B2B buyers find going online superior to interacting with a salesperson2. Source: Q1 2017 Forrester/Internet Retailer B2B Buy Side Survey with IR (1)Source: Forrester’s Q3 2017 B2B Routes-To-Market Panel Online Survey (2)Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report 63% of B2B companies are increasing their investment in eCommerce1.

  14. Inside sales becomes more strategic (1) Source: AA-ISP and Zoominfo joint research: “Top Challenges of the Inside Sales Industry, Q1 2017 (2) Base: 191 B2B sales and channel professionals (2) Source: Forrester’s Q3 2017 B2B Routes-To-Market Panel Online Survey B2B firms say they will increase insidesales headcount in 20181. 68% B2B firms say they will increase their investment in insidesales2. 63% B2B firms say they will shift field resources to the inside channel1. 13%

  15. Inside sales evolves into digital sales Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report Digital sales activities Inside sales activities Emails sent Social engagement Calls made Insights provided Meetings set Opportunities nurtured and developed Pipeline opportunities added Sales converted Web demos delivered

  16. “ Field sales goes on life support Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report “Field sellers aren’t going away, but they have flatlined in terms of growth” — Bob Perkins, Founder and CEO, AA-ISP “Reps need to shift from a closing mentality to helping with purposeful awareness” — Dan Tyre, Sales Director, Hubspot

  17. Traditional channel relevance decreases (1) Source: Q1 2017 Forrester/Internet Retailer B2B Buy Side Survey with IR (2) Source: Forrester’s Q3 2017 B2B Routes-To-Market Panel Online Survey (3) Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report Digital buying disrupts indirect channels1 Distributors become less of a factor2 A network of influencers emerges3 29% of B2B firms have decreased their investment in the distributor channel. 65% of B2B business buyers lead new technology projects. 70% of B2B buyers say purchasing from a website is more convenient. Programs and incentives change dramatically

  18. Recommendations

  19. Plan ahead to minimize disruptions Source: Upcoming “Disrupt Traditional Sales Models For The As-a-Service World” Forrester report Prepare for bumps along the way. Start small and then expand. Communicate the benefits to all. Fight for motivating compensations.

  20. New: Forrester Insights for Android NOW AVAILABLE ON GOOGLE PLAY Download Forrester’s new Insights app for Android to: • Access research, insights and key takeaways to accelerate your projects and support your decision making. • Save reports and graphics to read on the device of your choice. • Receive notifications to stay abreast of the latest trends and insights relevant to your initiatives. Also available for iOS. forrester.com/app

  21. Liz Herbert lherbert@forrester.com Twitter: @lizherbert Mary Shea mshea@forrester.com Twitter: @sheaforr

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