WHY GENESYS INVESTED BIG IN SOCIAL SELLING

Transcription

1 WHY GENESYS INVESTED BIG IN SOCIAL SELLING Improved Win Rates 42% + Higher Deal Values Shorter Sales Cycles Improved CX

2 TABLE OF CONTENTS Your Road Map 1 MEET DIANE DEMEESTER & GENESYS 7 PIPELINE GROWTH 2 AROUND THE GLOBE, EVERY SELLER IS UNIQUE 8 WIN RATES 3 INITIAL SOCIAL SELLING RESULTS 9 DEAL SIZES 4 SELLING THE GENESYS WAY 10 CROSS-SECTION OF THE GENESYS TEAM 5 SOCIAL SELLING IN ACTION 11 BOTTOM LINE & ADDITIONAL RESOURCES 2014 VS NUMBERS

3 1 REAL RESULTS FROM A SUCCESSFUL SOCIAL SELLING PROGRAM At the recent Linkedin Sales Connect event in New York, Diane Demeester, VP Global Sales & Services Operations at Genesys gave a presentation on their social selling program. It was both the highlight of the morning sessions and the best presentation we ve seen so far on the results of a successful social selling program. GENESYS 4,600 CUSTOMERS IN OVER 100 COUNTRIES Genesys sells omnichannel customer experience software and contact center solutions for bold brands to build lasting customer relationships. Headquartered in Daly City, CA the company (an EveryoneSocial customer) at the time of this survey had ~4,600 customers in over 100 countries. As Diane highlighted in her presentation, the Genesys platform and solutions play a critical role in the company s social selling program. *On 12/1/2016 Genesys completed it s acquisition of Interactive Intelligence and currently has over 10,000 customers.

4 2 SELLERS ALL OVER THE GLOBE As a global organization, Genesys has sellers all over the globe in fact, the majority of their organization (including their sales team) is remote. The Genesys approach to selling starts with a simple principle: every seller is unique and creating a topperforming sales organization (especially one that spans the globe) requires harnessing and enabling their unique styles.

5 THE FIRST YEAR OF ROLLING OUT A SOCIAL SELLING PROGRAM In 2014, Genesys rolled out their first social selling program with LinkedIn Sales Navigator (a product we also use here at EveryoneSocial). Like most new tools, initial adoption was good, however there wasn t much follow-up on support or structure. To put it plainly, of their sellers who attained quota during that year, only 4% were social sellers. This wasn t acceptable. In order to secure continued support for their program from the executive team they were going to have to show how social selling lifted the pipeline and impacted revenue.

6 INTRODUCING SELLING THE GENESYS WAY In 2015 Diane and her team developed the Genesys selling model Selling the Genesys Way to provide additional support and structure. The key was weaving social selling into their entire program rather than merely including it as a component (note that there isn t actually a component called social anything). In Diane s words, discipline has been built into everything. At this point, Genesys rolled out EveryoneSocial to facilitate their content and social sharing needs, and started capturing social as a lead source in their CRM; not something they were previously doing.

7 SOCIAL SELLING IN ACTION REACHING THE DECISION MAKERS Let s look at an individual Global Account Manager at Genesys. This particular Sr. rep has been in a sales role for over 30 years before there were even computers or CRM systems. In February of 2016 he became active on social. As you can see from the slide (and this took some deep data digging on Genesys part), with social selling he was able to develop an opportunity by mid-april, which turned into a closed deal by the end of June. Further digging on the data showed that there were more than 200 distinct social selling activities that occurred relative to this opportunity. However, there s more to it than simply demonstrating that social selling can create and develop new opportunities. In today s world, it s becoming increasingly difficult to get the attention of decision makers at the top of the food chain (CXO, SVP, VP, etc.). They don t answer s or phone calls, especially if they re sent cold. However, they will connect through social, especially if other mutual connections have been established by the salesperson.

8 VS IN NUMBERS For Genesys, 2016 numbers were a big improvement over With a structured program and the right tools in place (incl. EveryoneSocial), they ve seen increased and sustained usage by their salespeople. Most importantly, they ve seen that of their salespeople who attained quota, 17% are now social sellers.

9 7 PIPELINE GROWTH RATES Genesys sales reps who use EveryoneSocial and Linkedin Sales Navigator as a part of their overall social selling efforts have pipelines 2.2x greater than those that don t. Think about that.

10 8 IMPACT ON WIN-RATES Further, reps who use EveryoneSocial and Linkedin Sales Navigator as a part of their social selling efforts achieve 16% higher win rates. When combined with additional activities researching buyers via social listening and connecting with that buyer via social media win rates improved as much as 22% over those who weren t using the tools.

11 9 IMPACT ON DEAL SIZE Finally, reps who use EveryoneSocial and Linkedin Sales Navigator as a part of their social selling efforts closed deals that were 42% larger than their non-social selling peers. And when those same reps posted content with which buyers interacted they increased their average deal size as much as 165%.

12 10 Every seller is unique and uses social selling tools in their own way. The most successful manager in the company uses social selling to open the door for her team. In EMEA a new hire asked if she would have access to social selling tools before she accepted the job (a common trend we ve been seeing social selling attracts top talent). In India, a BDR uses it to connect with admins where it s culturally unacceptable for the rep to go direct to the executive.

13 Bottom Line 11 Social selling is no longer an adjunct activity, it s a crucial part of any present-day sales strategy. Educate and train your sales team, provide them with world-class tools, and allow them to own it. For more information on how to start a social selling strategy, download our resources: DON T HESITATE TO GET IN TOUCH WITH US! WE RE HERE TO HELP. US AT INFO@EVERYONESOCIAL.COM WITH ANY QUESTIONS.