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The Science of Social Selling: Measuring Adoption and Results With LinkedIn

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The social selling movement finally has its defining metric, the Social Selling Index (SSI). See real world examples of how sales teams are embracing SSI to promote strong social selling behaviors, and learn how companies are quantifying and proving the impact to their results.

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The Science of Social Selling: Measuring Adoption and Results With LinkedIn

  1. 1. Lauren Mullenholz Insights Leader LinkedIn The Science of Social Selling: Measuring adoption and results with LinkedIn Philip Amato Marketing Communications Manager at Microsoft Brian Galicia Director, Technical Sales Microsoft Dynamics CRM #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. Freshman Sophomore Junior Senior 2.8GPA 3.0GPA 3.2GPA 3.5GPA
  5. 5. Social SelIing Index Defined
  6. 6. Social selling index 0 25 50 75 100 Laggards Leaders Your Score 82
  7. 7. The components of social selling Create a professional brand Find the right people Engage with insights Build strong relationships 100
  8. 8. The components of social selling Create a professional brand Find the right people Engage with insights Build strong relationships 100
  9. 9. 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.
  10. 10. How do we really look?
  11. 11. It’s lonely at the top 46.7% 51.9% 0-20 21-69 70+ SSI distribution for all sales professionals 1.4% Sources: All Sales Professionals according to Linkedin as of Aug 2015, current SSI average .
  12. 12. Social sellers are trending up globally Aug 2014 Aug 2015 21.2 28.2 +33% Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  13. 13. ANZ 30.03 ASIA 24.1 EMEA 27.9 LATAM 21.2 NAMER 30.05 SSI By GEO Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  14. 14. ANZ +33% ASIA +36% EMEA +34% LATAM +46% NAMER +29% SSI By GEO Sources: Aug 2014 to Aug 2015, 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 14Sources: Aug 2014 to Aug 2015, All Sales Professionals, Cohort – Aug 2014
  16. 16. Laggard industries are gaining quickly this year 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, 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
  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
  21. 21. Globally there’s room on the adoption curve All Sales Professionals Median: 22 SC Attendees Median: 64 0 100 #ofSalesprofessionals SSI score Sources: Aug 2015, All Sales Professionals according to LinkedIn compared to Sales Connect Attendees
  22. 22. Leaderboard 1 96 2 95 3 95 4 95 5 94 6 94 7 93 8 93 9 93 10 92 Lindsey Boggs Darren Marble Courtney Friedman Paul Ratner Jake Reni Frannie Danzinger Chris Keneally Kevin Tully Gabe Faraone Shane Oren Sources: SSI score as of October 2, 2015.
  23. 23. 56.1 MSFT Social Sellers 25.7 35.8 43.1 45.2 56.0 Company A Company B Company C Company D Company E Microsoft overall SSI compared to competitors Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
  24. 24. 19% 39% 36% 6% 1% 17% 66% 15% 0% 10% 20% 30% 40% 50% 60% 70% 0 - 20 21 - 45 46 - 69 70 + 2.5xmore than competition Microsoft’s journey: creating a competitive advantage SSI Range MSFT Social Sellers MSFT Competition Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
  25. 25. Ahead of the competition in all SSI components 1.2xEstablish a professional brand 1.2xFinding the right people 1.7xEngaging with insights 1.5xEstablishing relationships Sources: Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, current average
  26. 26. From SSI to outcomes +34% Profile views from decision makers +74% Decision maker connections Microsoft vs. competitors… Sources: Aug 2014 to Aug 2015, Microsoft Sales Navigator Users vs Competitor Sales Professionals, no cohort.
  27. 27. Inbound profile views and connections at target accounts are predictive of success Opportunity creation Close rate Deal size +
  28. 28. Leading by example to drive social selling behavior
  29. 29. Ensure that reps represent themselves well and connect to their customers
  30. 30. Ensure sellers are connected with customer contacts
  31. 31. How we got there SSI was first used to measure adoption of social
  32. 32. Microsoft Non-Social Sellers Microsoft Social Sellers Our SSI trajectory +7.8 +11.5 1.5xhigher Sources: Microsoft internal analysis .
  33. 33. 40 50 60 MSFT Social Sellers Our journey and program timeline Worldwide kick-off Launched CRM system with SSI Mid year review with social selling Aug 2014 Aug 2015 Sources: Aug 2014 to Aug 2015, Microsoft Sales Navigator Users, Cohort – Aug 2014
  34. 34. Resources, education, and accountability have been critical to drive adoption Resources Coaching & education Accountability
  35. 35. Social sellers have moved along the distribution curve Microsoft Social Sellers SSI NumberofSocialSellers Pre SSI Aug 15 SSI Pre- SSI Median: 48 Current SSI Median: 56 Julie Ovadia- Sr. Director SSI: 5 to 62 Sources: Aug 2015, Microsoft 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 Microsoft Sales Navigator users
  36. 36. Opportunity impact for high SSI sellers Low engaged High engaged +38% 30.3 41.8 # of Opportunities Sources: Aug 2014 to Aug 2015, Microsfot Sales Navigator Users, Cohort of users who on boarded prior to Aug 2014
  37. 37. We saw a direct relationship between SSI and opportunity growth For every 10 SSI point increase 4.3 More opportunities = Sources: Microsoft internal analysis .
  38. 38. SSI leaders have increased connectivity and account penetration IT Decision Makers 70+ SSI +79% More decision maker connections than non-social sellers Business Decision Makers Sources: Microsoft internal analysis .
  39. 39. Sales Navigator users are generating 1.7x the number of opportunities & revenue 1.7xMore opportunities & revenue on average 1.9x 2.3x 3.0x Enterprise & Partner Group Corporate Group Public Sector 1.5x 1.2x 5.0x $ Opportunities Revenues Sources: LinkedIn & Microsoft CRM Analysis – Fiscal Year 2015, US Subsidiary Only. October 2015
  40. 40. SSI = KPI for social selling program SSI
  41. 41. Lessons learned from the journey Measurement is king Accountability Enablement
  42. 42. You can’t change what you don’t measure SSI matters and accountability is key Celebrate success
  43. 43. ©2015 LinkedIn Corporation. All Rights Reserved.

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