Scribd Logo
Upload

Welcome to Scribd!

  • Effective Communication at Scale

    Uploaded by

    Greg444
    14 views12 pages
    Effective communication is critical for a worldwide sales team of 132 people across multiple languages and locations. Poor communication can cost an estimated $37 billion due to employee misunderstandings. The document outlines a 5-step plan to improve communication: 1) Identify stakeholders, 2) State objectives, 3) Develop clear message content, 4) Choose appropriate delivery methods, and 5) Determine frequency based on an adoption cycle from denial to commitment. Frequent, well-delivered messaging aligned to objectives can increase productivity and sales, while infrequent or unclear communication has negative impacts.

    Original Description:

    Original Title

    toposummit2017finalbarsi-170414042249

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Effective communication is critical for a worldwide sales team of 132 people across multiple languages and locations. Poor communication can cost an estimated $37 billion due to employee misunderstandings. The document outlines a 5-step plan to improve communication: 1) Identify stakeholders, 2) State objectives, 3) Develop clear message content, 4) Choose appropriate delivery methods, and 5) Determine frequency based on an adoption cycle from denial to commitment. Frequent, well-delivered messaging aligned to objectives can increase productivity and sales, while infrequent or unclear communication has negative impacts.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    14 views12 pages

    Effective Communication at Scale

    Uploaded by

    Greg444
    Effective communication is critical for a worldwide sales team of 132 people across multiple languages and locations. Poor communication can cost an estimated $37 billion due to employee misunderstandings. The document outlines a 5-step plan to improve communication: 1) Identify stakeholders, 2) State objectives, 3) Develop clear message content, 4) Choose appropriate delivery methods, and 5) Determine frequency based on an adoption cycle from denial to commitment. Frequent, well-delivered messaging aligned to objectives can increase productivity and sales, while infrequent or unclear communication has negative impacts.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 12

    Effective

    Communication at Scale

    RALPH BARSI @rbarsi


    Senior Director, Global Demand Center in/ralphbarsi
    rbarsi@gmail.com
    ralphbarsi.com
    This is what a worldwide sales development team looks like
    132 people
    80% SDRs 15% Directors & Managers
    5% Enablement & Ops

    A, B, & C-Players
    New hires Multiple languages
    Seasoned reps
    Poor communication loses money

    $37 billion
    Total estimated cost of “employee misunderstanding”
    (actions or errors of omission) due to misunderstanding or misinformation about:

    Company policies
    Business processes
    Job function
    Whether good or bad, communication has systemic impact
    POSITIVE IMPACT NEGATIVE IMPACT

    Productivity and efficiency gains Productivity losses and inefficiencies

    Predictable, repeatable pipeline Unpredictable, unrepeatable pipeline

    High-quality pipeline; streamlined funnel Low-quality pipeline; funnel congestion

    Acquired or exceeded quotas Missed quotas

    Compliance and quality assurance Policy breaches

    New hires and promotions Performance plans and terminations


    Create a communication plan

    Plan your work and work your plan


    #1 Identify the stakeholders
    Who are they? How many are there? Where are they located?

    Australia-New Zealand
    Core Field Sales Reps US/Canada West
    Channel Partners US/Canada East
    Central & Eastern Europe
    Field Marketing Middle East & Africa
    Specialized Sales Reps Latin America
    Northern & Southern Europe
    Product Marketing Germany-Austria-Switzerland
    State-Local-Federal Sales Reps Japan
    UK & Ireland
    Customers, Prospects, & Suspects India
    North & Southeast Asia
    Businesses are comprised of PEOPLE
    #2 State the objectives (actions desired)

    Objective Actions Desired

    Move to a specialization model by start of Q2 Operational support; training program; assets

    Implement tighter SLAs on inbound leads Enlist Ops-Enablement-CRM Admins; show ROI

    2X the outbound prospecting efforts Adopt methodology; train reps; publish playbook
    Identify buyers’ sphere of influence; listen-
    Bolster social selling activities
    connect-engage
    Build brand (for SDRs and for SDR organization) Update all social profiles; adopt social advocacy

    Recruiting high-caliber candidates Strengthen internal referral program; redo JDs

    Give people something to DO


    #3 Message content

    Clear writing = Clear thinking


    #4 Delivery methods

    People learn differently


    #5 When and how often?

    Denial Phase
    People Need Information

    Resistance Phase
    People need support

    Exploration Phase
    People Need Direction

    Commitment Phase
    People need encouragement

    Maintain momentum
    Sources
    The Cost of Poor Communications (Grossman, 2011)
    Up, Down, and Sideways (Buhler, Worden, 2013)
    Under the Hood (Slap, 2015) Thank you!
    Social Selling Mastery (Shanks, 2016)
    Metcalfe’s Law
    GoLeanSixSigma.com
    Jeff Goins
    On Writing (King, 2001)
    Writing That Works (Roman, Raphaelson, 2000)
    On Writing Well (Zinsser, 2006)
    Derek Sivers
    Resource Media
    I Will Teach You to be Rich (Ramit Sethi) @rbarsi
    Learning Styles Online in/ralphbarsi
    Axero rbarsi@gmail.com
    ServiceNow ralphbarsi.com

    You might also like