Recap of several presentations given during the April 2013 AA-ISP (American Association of Inside Sales Professionals) Leadership Summit. Summary slides curated by Paul Leto of F5 and Mark Ippolito of Lenati.

1. Paul Leto
Director, Americas Inside Sales
AA-ISP LEADERSHIP SUMMIT RECAP

2. Inside Sales
High Growth Expected
Candidate Shortage?

15. If you would like to contact the
UW Foster School of
Business Sales Certificate
Program for more information:
Judy Mohoric
Assistant Director
206-685-5239
jmohoric@uw.edu

19. Frontline Managers Matter Most

41. Driving for High Performance

51. Credit for Slides:
• Howard Stevens, Chairman of the Chally Group Worldwide
• Ken Krogue, Co-Founder of InsideSales.com
• Bob Perkins, AA-ISP Founder
• Brian Donahue, VP of Sales Strategy at CareerBuilder
• Justin Jackson, Managing Director, R&D at CareerBuilder
• Ralph Barsi, Inside Sales Manager from InsideView
• Tom Snyder, Sr. Sales Advisor & Co-Founder of Team Visibility
• Steve Richards, Co-Founder of Vorsight
• Mike Smalls, Founder & CEO for Hoopla

52. If you would like to contact
me for more information:
Paul Leto
Director, Americas Inside Sales
206-272-6692
p.leto@f5.com

53. Mark Ippolito, Sales Practice Leader, Lenati
Challenging the Challenger

54. Hot Topic
• “Challenger Sales” hot topic of discussion among attendees
– Two Keynotes and 4 sessions
• Teach. Tailor. Take Control
– Consultative Selling done well
– Premium on listening and taking action
– BUT Challenger is beyond the capabilities of most
leadership teams to implement

55. Customer Segmentation for Sales
• Need:
– Deep customer intelligence – delivered at SCALE
– Segmentation based on shared needs or behaviors rather than
traditional attributes such as geography, size, and industry
• Pain Point:
– Ineffective targeting, overly broad and irrelevant
– Pairing wrong messages to wrong customers
– Organizations fail to deliver "teaching" messaging frameworks to their
salespeople

56. Customer Insight for Sales
• Need:
– A library of powerful, compelling and value-driven
insights
– Specific and relevant to the specific industry
– Specific and relevant to the buyer by role
• Pain Point:
– Inability to “tailor” a message sabotage’s buyer
confidence
– Lack of credibility when communicate the message
– Weak presentation and potentially lost
opportunities

57. Telling Stories that Sell
• Need:
– Consistent, thought-provoking, and value-add
conversations with customers
– “Leading to" storyboards that guide the
conversations and lead to the desired result.
• Pain Point:
– Salespeople are pitching "leading with" sales
presentations
– Don’t engage the buyer at a level that compels
them to act
– Weak organizational support, elongated sales
cycles, and stalled deals

58. Account Plans that Work
• Need:
– Matrix of key needs mapped to specific roles within Buyer Org
– Identify CUSTOMER outcomes realized through purchase of
product/solution mapped to the individual buyer
role/needs/concerns
• Pain Point:
– All plans start with the Seller NOT Customer
– Fail to measure value of Seller’s solution within context of Customer’s
business

59. Challenger Ingredients:
• Embrace Profound Change
• Connected Sales & Marketing
• Powerful Examples of Success
• Don’t Do It Alone!
– Peers/Colleagues
– Associations
– Service Firms