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, 2016. Call in at 12:55 p.m. Eastern time

Nifty Cool Wow

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

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

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

Vendors in the landscape

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

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

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

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

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 (http://www.curata.com/blog/the-buyers-journey-demystified-by-forrester/)

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

Here’s what we found: top verticals

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

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

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

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

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

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

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

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.

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

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.

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

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)

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

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.

Q&A

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.

Steven Wright +1 818-317-6900 stwright@forrester.com Twitter: @StevenWWright1 Peter O’Neill +49 69 9592 9839 poneill@forrester.com Twitter: @poneillforr Shanta Samlal-Fadelle +1 617-613-6502 sfadelle@forrester.com Twitter: @ss_fadelle