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Sales connect London presentation JLL

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The Science of Social Selling: Measuring adoption and results with LinkedIn. Lauren Mullenholz Insights Leader, LinkedIn
Alexander Low, Head of Client Development Office Agency, JLL

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Sales connect London presentation JLL

  1. 1. Lauren Mullenholz Insights Leader LinkedIn The Science of Social Selling: Measuring adoption and results with LinkedIn Alexander Low Head of Client Development Office Agency JLL #salesconnect
  2. 2. How have others seized the opportunity? MeasurementEducationExec Alignment
  3. 3. SOCIAL Success Stories Social SelIing Index (SSI) ADOPTION Pipeline & Revenue ROI
  4. 4. SSI Defined
  5. 5. Social selling index 0 25 50 75 100 Laggards Leaders Your Score 82
  6. 6. The components of social selling Create a professional brand Find the right people Engage with insights Build strong relationships 100
  7. 7. The impact of SSI New clients Meetings secured Opportunities generated Source: LinkedIn Social Selling & Sales Performance Study, October 2014 . Compares high SSI sales professionals defined as SSI above 70 to low SSI sales professionals below 30. Only based on the subset who attribute generating an opportunity via LinkedIn.
  8. 8. How do we really look?
  9. 9. It’s lonely at the top 46.7% 51.9% 0-20 21-69 70+ SSI distribution for all sales professionals 1.4% Sources: Aug 2015 SSI average, All Sales Professionals according to LinkedIn.
  10. 10. Social sellers are trending up globally Aug 2014 Aug 2015 21.2 28.2 +33% Sources: Aug 2014 to Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014.
  11. 11. ANZ 30.0 ASIA 24.1 EMEA 27.9 LATAM 21.2 NAMER 30.1 SSI by Region Sources: Aug 2014 to Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014.
  12. 12. ANZ +33% ASIA +36% EMEA +34% LATAM +46% NAMER +29% SSI by Region Sources: Aug 2014 to Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014.
  13. 13. United Kingdom 30.7 France 23.0 The Netherlands 31.8 SSI by Country Sources: Aug 2014 to Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014 .
  14. 14. United Kingdom +27% France +33% The Netherlands +29% SSI by Country Sources: Aug 2014 to Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014.
  15. 15. Tech and professional services lead 0 5 10 15 20 25 30 35 40 Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Government/Education/Non-profit Healthcare & Pharmaceutical Financial Services & Insurance Oil & Energy Professional Services Tech, Telecom, & Media Aug 15 Aug 14 Sources: Aug 2014 to Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014.
  16. 16. But retail, manufacturing, and auto are growing quickly 0 5 10 15 20 25 30 35 40 Retail & Consumer Products Manufacturing/Industrial Aero/Auto/Engineering Government/Education/Non-profit Healthcare & Pharmaceutical Financial Services & Insurance Oil & Energy Professional Services Tech, Telecom, & Media Aug 15 Aug 14 +37% +37% +43% Sources: Aug 2014 to Aug 2015 SSI Average, All Sales Professionals, Cohort – Aug 2014.
  17. 17. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+’16-’17 Tech/Media Professional Services Retail, Auto, Manufacturing 34 2015 21 2015 Sources: Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014.
  18. 18. SMBs show greater social selling adoption 27.1 27.9 30.5 Enterprise Mid-Market SMB Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014.
  19. 19. 27.1 27.9 30.5 Enterprise Mid-Market SMB SMBs show greater social selling adoption +32% +32% +34% Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014.
  20. 20. The Chasm Early Majority Late Majority LaggardsInnovators and Early Adopters Social Selling ‘12-’14 ’18-’19 ’20+’16-’17 SMB ENT, Mid Market 31 2015 27 2015 Sources: Aug 2015 SSI average, All Sales Professionals, Cohort – Aug 2014.
  21. 21. Globally there’s room on the adoption curve All Sales Professionals Median: 22 SC Attendees Median: 63 0 100 Sources: Aug 2015, All Sales Professionals according to LinkedIn compared to Sales Connect London attendees. SSI score as of October 6, 2015.
  22. 22. Leaderboard 1 93 2 92.8 3 92.7 4 92.5 5 92.1 6 91.7 7 91.5 8 91.4 9 90.3 10 89.9 Richard van der Blom Alan Crean Xavier Monty Wendy van Gilst Oliver S. Bauer Ben Savage Marcus Leathwood Jordi Gili Craig Evans Paul Lewis Sources: SSI score as of October 6, 2015.
  23. 23. 19.2 23.1 24.3 24.3 Competitor 1 Competitor 2 Competitor 3 Competitor 4 JLL (all non HR Employees) JLL UK Social Sellers 50.6 24.8 from belief to adoption JLL’s SSI compared to competitors: Sources: Benchmark is composed of SSI of global non HR employees in Cushman & Wakefield (incl DTZ), Lambert Smith Hampton, Colliers International, CBRE Aug 2015 SSI average, JLL Sales Navigator users vs JLL Competitor Sales Professionals (global non HR employees) Vs Competitor Competitor Sales Professionals (global non HR employees). SSI
  24. 24. 44% 46% 10% 0%1% 33% 62% 5% 0-20 21-45 46-69 70+ JLL’s journey: creating a competitive advantage 5X Over Sources: Aug 2015 SSI average, JLL Sales Navigator users vs Competitor Competitor Sales Professionals (global non HR employees).
  25. 25. Focus shifts to more sophisticated techniques as SSI scores increase 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1-20 21-69 70+ SSIBuckets Professional Brand Professional Brand Professional Brand Right People Right People Right People Insights Insights Insights Relationships Relationships Relationships Sources: Aug 2015 SSI distribution by component scores, JLL Sales Navigator users.
  26. 26. Ahead of the competition in all SSI components 1.3xEstablish a professional brand 1.9xFinding the right people 2.3xEngaging with insights 3.4xEstablishing relationships Sources: Aug 2015 SSI average, JLL Sales Navigator Users vs Competitor Sales Professionals (global non HR employees).
  27. 27. From SSI to outcomes 2.5x 3.2x Profile views from decision makers Business decision maker connections JLL vs. competitors… Sources: Aug 2014 to Aug 2015, JLL Sales Navigator Users vs Competitor Competitor Sales Professionals (global non HR employees), no cohort. Decision maker is defined as an professional with a Director+ seniority.
  28. 28. JLL’s story: selling internally as a starting point
  29. 29. 53% of customer loyalty driven from sales experience • Rep offers unique, valuable perspectives on the market • Rep helps me navigate alternatives • Rep helps me avoid potential land mines • Rep educates me on new issues and outcomes • Supplier is easy to buy from • Supplier has widespread support across organization 53% Source: CEB
  30. 30. Buying decision making process 57% Learn Define Needs Assess Options Make Decision Result Source: CEB
  31. 31. 35.0 40.0 45.0 50.0 55.0 8/1/14 9/1/14 10/1/14 11/1/14 12/1/14 1/1/15 2/1/15 3/1/15 4/1/15 5/1/15 6/1/15 7/1/15 8/1/15 SSI From belief to adoption JLL’s social selling story Initial Investment & Training Initial Coms & Gamification Additional Training 50.6 Sources: Aug 2014 to Aug 2015, JLL Sales Navigator Users, Cohort – Aug 2014.
  32. 32. 0 1 2 3 4 5 6 7 8 9 10 1 11 21 31 41 51 61 71 81 91 101 Pre Sales Navigator August 2015 JLL’s social selling story From belief to adoption NumberofSalesNavigatorUsers Median 50.8 SSI Median 36.4 SSI Sources: Aug 2015, JLL Sales Navigator Customers, Pre SSI is the score prior to onboarding with Sales Navigator, while Aug 2015 is the SSI score as of Aug 2015 for all JLL Sales Navigator users.
  33. 33. User success stories 34.7 78.3 125%Increase in SSI since becoming a SN user ​ When I first joined, we tended to do quite a lot of cold calling. We don't do as much of that anymore. We’ve got many more avenues where you can get warmer leads and warmer introductions. ​ Dan Brown, Business Development Sources: Aug 2015 SSI, Pre SSI is the score prior to onboarding with Sales Navigator.
  34. 34. Dashboards are used to consistently measure behavior and leaderboards drive adoption
  35. 35. The SSI free dashboard is generating organic interest
  36. 36. Pre-Sales Navigator vs. August 2015 JLL has implemented SSI and seen impressive results 14%Increase in establising a professional brand 18%Increase in finding the right people 54%Increase in engaging with insights 64%Increase in establishing relationships 33%Increase in SSI Sources: Aug 2015, JLL Sales Navigator Customers, Pre SSI is the score prior to onboarding with Sales Navigator, while Aug 2015 is the SSI score as of Aug 2015 for all JLL Sales Navigator users.
  37. 37. JLL employees establish themselves as thought leaders Measuring soft ROI: employee engagement Social engagement Sharing content Behavior around CRM Breaking down silos
  38. 38. ROI at JLL £0 £50,000 £100,000 £150,000 £200,000 £250,000 £300,000 David and Dan RevenueinPounds £1M+ in pipeline £250,000 Closed
  39. 39. Unlock your company network
  40. 40. This is the new talent solutions – any sales organization that doesn’t have this is behind the competition Competitive advantage concept Tool + sales skills
  41. 41. You can’t change what you don’t measure SSI matters and accountability is key Celebrate success
  42. 42. ©2015 LinkedIn Corporation. All Rights Reserved.
  43. 43. The evidence is very clear for social selling Changing customer buying behaviour 57% of the buying journey is done BEFORE a sales rep is involved. 54% of people are now involved in the average B2B buying decision. 75% of B2B buyers now use social media to research vendors. 90% of decision makers say they never respond to cold outreach. 74% of buyers choose the sales rep that was FIRST to add value and insight.
  44. 44. Key drivers of customer loyalty Source: CEB 53% 19% 9%19% Sales experience Company and brand impact Product and service delivery Value-to- price ratio
  45. 45. 2005 2009 2012 2015 15Handicap 10Handicap 8Handicap 17Handicap
  46. 46. User success stories ​ I think my increase in SSI was probably saving my contacts, creating some leads and then actually using it on a really regular basis. ​ Alana Gilpin, Customer Relationship Manager SSI score 49

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