Product Managers in high-tech are required to achieve ambitious results through their Sales teams, yet often feel disconnected, intimidated or simply frustrated by the relationship or results achieved with those Sales makers and leaders. This session explores how to change this picture step-by-step by utilizing simple Product Management tools and techniques in order to achieve the results you need, harness the full potential and build lasting relationships with your Sales team. About the Speaker: Andre Piazza is a Marketing leader at Dell. His experience as a Product Manager made him a believer in building intelligent products, creating memorable customer experiences and translating these perceptions into user loyalty, increased profits and lasting relationships. This session is based on the lessons he learned in working with Sales makers while growing B2B and B2C portfolios: the balance of hard and soft skills required to establish credibility, build relationships while being an effective Product Manager. Learn more about Andre at http://linkd.in/andrepiazza. Join the conversation on Twitter at http://bit.ly/FollowAndrePiazza4. Upcoming Events Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/. Want To Certify Your Team? If you have a product team of 10 or more that you want to certify, visit: http://bit.ly/1bzjUYB. About AIPMM The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals. It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape. AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level. Visit http://www.aipmm.com. Upcoming Webinars: http://aipmm.com/aipmm_webinars/ Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Articles: http://www.aipmm.com/html/newsletter/article.ph

1. AIPMM Webinar Series
www.aipmm.com
© AIPMM 2013
www.aipmm.com

2. © AIPMM 2013
www.aipmm.com

3. The Hub Of All Things Product Management
Association of International Product Marketing and
Management
• With members in nearly 70 countries, the AIPMM is the
worldwide certifying body of product team professionals
• The only organization that addresses the entire product life
cycle (inception to obsolescence) throughout any industry
• Presently has offerings in North America, Europe, Middle East,
Australia and Southeast Asia
• Membership benefits include eligibility for the certification
programs, discounts to AIPMM events, and access to the
career center, peer forums, tools, templates and publications
© AIPMM 2013
www.aipmm.com

4. AIPMM Certifications
AIPMM offers globally recognized certifications:
• Certified Product Manager (CPM®)
• Certified Product Marketing Manager
(CPMM®)
• Agile Certified Product Manager (ACPM®)
• Certified Innovation Leader (CIL®)
• Certified Brand Manager (CBM®)
© AIPMM 2013
www.aipmm.com

5. Tweet!
Andre Piazza:
@AndreAtDell
Hector Del Castillo: @hmdelcastillo
AIPMM:
© AIPMM 2013
#AIPMM
#SalesEnablement
www.aipmm.com

6. Participate and Win!
• One lucky winner will win a free copy of the
Guide to the Product Management and
Marketing Body of Knowledge (ProdBOK®)
© AIPMM 2013
www.aipmm.com

7. Today’s Speaker
Moderator:
Hector Del Castillo, CPM, CPMM, PMP
Presenter:
Andre Piazza, PMP
Product Manager, Dell
Linkedin.com/in/AndrePiazza
@AndreAtDell
Today’s hashtag: #SalesEnablement

8. Adopt your
Sales team
Sales Enablement Essentials
Andre Piazza @AndreAtDell
Webinar : Friday http://linkd.in/andrepiazza
10/25, 11am CST
Andre Piazza
Product Manager, Dell
@AndreAtDell
Hashtag: #SalesEnablement
Global Marketing
Andre Piazza @AndreAtDell

9. The Sales and Marketing divide
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
9

10. A solution: Empathize
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
10

11. What if you were to sell…
Magic Square
Photo by Molinari
http://www.flickr.com/photos/molinary/4267396863/sizes/l/in/photostream/
Adopt your Sales team – Sales Enablement Essentials
Photo by Click [Oscar]
http://www.flickr.com/photos/clickfotoblog/2361906411/sizes/m/in/photostream/
@AndreAtDell
#SalesEnablement
11

12. How Sales assimilates new products
1.
What problem does this solve?
2.
Who has the problem?
3.
What does it do?
4.
How does it do it?
5.
What are the benefits?
Source: Steve Harper, “Confessions of a Sales Guy”, http://www.pragmaticmarketing.com/resources/confessions-of-a-sales-guy
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
12

13. The #1 thing your Sales team wants you to know
confidence
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
13

14. Sales Enablement Essentials
Education
•
•
•
•
•
•
Training programs
Refresh programs
Onboarding programs
FAQs
Purchase cycle / Sales motion / tools
Customer-facing engagement
Incentives
•
•
•
•
•
Compensation plan
Commissions
Contests
Promotions
Sales plays
Adopt your Sales team – Sales Enablement Essentials
Performance
•
•
•
•
•
•
Where we are / Actuals
Where we should be / Goals
What Sales need to do to bridge the gap
Rewards program
Sales communication patterns
Demand generation & nurturing
Marketing Communications
•
•
•
•
•
•
Marketing collateral
RFP, channel-ready documentation
Document repository
Thought leadership
Competitive Information
Online content
@AndreAtDell
#SalesEnablement
14

15. Sales Incentives
PdM influence
impact
structure
reporting / tracking
clarity
Compensation
Commission
Promotions,
Contests
Adopt your Sales team – Sales Enablement Essentials
Time-bound in nature
• SPIFs
• Partner funded
• Tied to Lead Generation
• Sales plays
@AndreAtDell
•
#SalesEnablement
15

16. Sales Enablement Essentials
Education
•
•
•
•
•
•
Training programs
Refresh programs
Onboarding programs
FAQs
Purchase cycle / Sales motion / tools
Customer-facing engagement
Incentives
•
•
•
•
•
Compensation plan
Commissions
Contests
Promotions
Sales plays
Adopt your Sales team – Sales Enablement Essentials
Performance
•
•
•
•
•
•
Where we are / Actuals
Where we should be / Goals
What Sales need to do to bridge the gap
Rewards program
Sales communication patterns
Demand generation & nurturing
Marketing Communications
•
•
•
•
•
•
Marketing collateral
RFP, channel-ready documentation
Document repository
Thought leadership
Competitive Information
Online content
@AndreAtDell
#SalesEnablement
16

17. Adopting your Sales team
1. Align intentions / expectations with Sales leaders.
*
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results before / after.
Course corrections.
7. Share results with Sales team.
Reward role models.
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
17

18. Nimble survey, ample findings
1-2. Knowledge
3-5. Recommend
Questions
6. Opportunity
Familiarity
Obstacles
Inside NPS
7-8. Confidence
Measures
Mindshare,
Relevancy
Training
Sales motion
Sales WIIFM
Competitive
info
Sales tools
Pipeline review
Confidence
1:1 assistance
Performance
tracking
Options
Comments
Discovery
Validation
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
18

19. Surveying for action
Think: Purchase cycle / Sales motion / Sales skills and behaviors
Question:
“What can Product Management do to improve your_______ ?”
Knowledge >
Confidence >
Recommendation >
Total
Count
Sales motion story:
Provide options:
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
19

20. Adopting your Sales team
1. Align intentions / expectations with Sales leaders.
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
*
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results before / after.
Course corrections.
7. Share results with Sales team.
Reward role models.
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
20

21. Turning findings into programs
Obstacles / Perceived Issues
Suggested tactics
Findings
• These products are not relevant to my customers 30%
• Limited support when I have a question 20%
• Concerned about poor customer experience aftersales 10%
• Limited support when quoting 10%
• Provide competitive information
22%
• Assist w/ customer engagement 19%
• Access to documentation 17%
• In-depth training 15%
• Simplified Sales motion 7%
• 1x1 training 6%
• Access to historical performance 2%
Not a
problem
• No obstacles or roadblocks. I do/can sell it today 50%
• I don't perceive product’s relevance in retaining
customers
• I don’t understand these products
• Difficulty explaining them to my customers
• I'm not incented to sell these products
• Limited visibility into performance
• Bad experiences selling these products
• Assistance quoting
• Sales WIIFM
• Pipeline review
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
21

22. Turning findings into programs
Obstacles / Perceived Issues
Findings
Suggested tactics
• These products are not relevant to my customers 30%
• Limited support when I have a question 20%
• Concerned about poor customer experience aftersales 10%
• Limited support when quoting 10%
• Provide competitive information
22%
• Assist w/ customer engagement 19%
• Access to documentation 17%
• In-depth training 15%
• Simplified Sales motion 7%
• 1x1 training 6%
• Access to historical performance 2%
• No obstacles or roadblocks. I do/can sell it today 50%
• I don't perceive product’s relevance in retaining
customers
• I don’t understand these products
• Difficulty explaining them to my customers
• I'm not incented to sell these products
• Limited visibility into performance
• Bad experiences selling these products
• Assistance quoting
• Sales WIIFM
• Pipeline review
explore
Not a
problem
later
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
do
don‘t
#SalesEnablement
22

23. Adopting your Sales team
1. Align intentions / expectations with Sales leaders.
Start top-down.
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results. Compare before / after.
Course corrections.
7. Share results with Sales team.
Reward role models.
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
23

24. Results & rewards
Performance
Adopted team
Attach %
+ 17%
+ 35%
Rev per unit
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
Remainder
segment
flat
- $3%
#SalesEnablement
24

25. Adopting your Sales team
1. Align intentions / expectations with Sales leaders.
Start top-down.
2. Survey Sales needs / wants.
Offer menu of options. Allow for comments.
3. Tailor programs to address findings.
Get Sales leaders buy-in.
4. Execute programs.
Get Sales makers engagement.
5. Listen. Address. Validate.
It’s all about them.
6. Measure results. Compare before / after.
Course corrections.
7. Share results with Sales team.
Reward role models.
8. Ask for more.
Scale / expand the program.
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
25

26. The road to sales enablement
Product Management
Engagement
Relationships
Results
Sales Enablement
Adopt your Sales team – Sales Enablement Essentials
@AndreAtDell
#SalesEnablement
26

27. Thank You
Andre Piazza @AndreAtDell
http://linkd.in/andrepiazza
@
Andre_Piazza@Dell.com
Linkedin.com/in/AndrePiazza
@AndreAtDell
#SalesEnablement
27

28. Q& A
Q&A
@
Andre_Piazza@Dell.com
Linkedin.com/in/AndrePiazza
@AndreAtDell
#SalesEnablement
28

29. Upcoming Courses
Course & Location
CIL® Certification Prep Course & Exam
Athens, Greece
Dates
Time
Dec 2-3, 2013
9 am – 6 pm
CPM® Certification Prep Course & Exam
Zagreb, Croatia
Belgrade, Serbia
Singapore
Nov 28-29, 2013
Dec 5-6, 2013
Dec 16-18, 2013
9 am – 6 pm
CPMM® Certification Prep Course & Exam
Singapore
Jan 20-22, 2014
9 am – 6 pm
8 am – 5 pm
8 am – 5 pm
Follow the links provided to get more information.
© AIPMM 2013
www.aipmm.com

30. Upcoming Courses
Course & Location
Dates
ACPM® Certification Prep Course & Exam Dec 9, 2013
McLean, VA
CPM® Certification Prep Course & Exam
McLean, VA
Days Time
M
8:30 am – 5 pm
Dec 10-11, 2013 T, W
8:30 am – 5 pm
CPMM® Certification Prep Course & Exam Dec 12-13, 2013 Th, F 8:30 am – 5 pm
McLean, VA
Follow the links provided to get more information. Contact Melissa Holtzer, melissa@280group.com,
to register for these courses . Additional certification prep courses are available in Austin, San Jose,
Minneapolis, and London.
© AIPMM 2013
www.aipmm.com

31. Please Join Us Again!
AIPMM Webinar Series:
Nothing Happens Until Someone Sells Something: Best Practices to Enabling
Your Sales Channel to Effectively Sell Your Products
Friday, Nov 1st, 12 pm ET
http://aipmm.com/aipmm_webinars/
Global Product Management Talk:
http://www.blogtalkradio.com/prodmgmttalk
Stay Informed!
Newsletter:
LinkedIn:
Membership:
Certification:
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