The market has changed globally. No matter if you live in Boston or Barcelona, San Francisco or Stuttgart, customers have changed more in the last five years than the previous 100. Europe, the Middle East, and Asia (EMEA) are no different. We’re seeing EMEA sellers drive conversations via WhatsApp, LinkedIn, Xing, and video messaging, no different than in the USA.
It’s critical that you understand how your EMEA team is capable of driving exceptional sales pipeline with digital sales. I want you to gather digital sales plays from these examples of success.
The global Teleperformance team in Americas, EMEA, and APAC decided to roll-out digital sales training in the Americas first. The Americas team was focused on very specific super-global enterprise customers (banks, airlines, insurance companies) and built a laser-focused ABSD/ABM strategy to accomplish the following:
a. Sales Plays Against Their Top Strategic Accounts
Their market was mature. Their customers all used a solution, so Teleperformance was either a portion of a customer’s CX go-to-market or pushing out an incumbent. Imagine incredible market intelligence intermixed with humanized digital engagement via video, and LinkedIn PointDrive, further blog/case study sharing to push buyers to explore best practices.
b. Expand Their Account Selection Using the “Sphere of Influence”
While their market was very finite (accounts large enough to enjoy their services), the “Sphere of Influence” mapping of their existing customers helped Teleperformance:
i. Focus on specific accounts because they had greater advocates inside the organization;
ii. Identify less obvious, perhaps “Tier 2” accounts that could be won with accelerated velocity.
The EMEA team launched digital selling next with an amplified sales motion. The marketing team developed robust content nurturing campaigns that spoke directly to trigger events and industry events throughout EMEA. These marketing efforts, combined with a digitized/humanized sales engagement, really helped the team develop authentic, valuable relationships with customers. These relationships often need to start years in advance.
€ 20,000,000 in proposals created in 90 days
The Rockwell Automation team did an excellent job of focusing on combining new digital selling best practices with traditional event-based marketing. Here is how they accomplished:
€ 20,000,000 in pipeline coverage in 120 days
€ 1,800,000 in closed won in 120 days
a. Reverse-Engineered Their Sales Objectives into Activities
Selling into the manufacturing space has obviously evolved, but some fundaments are key to success. As the EMEA team reviewed its sales objectives, the reps recognized that driving manufacturers to live learning events had the greatest lead conversion. While live events are part of old-school marketing, they’re still highly effective in the manufacturing industry.
b. Complemented These Activities with Digital Sales
Now that we recognize the highest converting leads, how do we hyper-accelerate what works? Input digital sales. The team started sharing rich digital assets that encouraged manufacturers to attend events in their local areas. This obviously became possible with sales & marketing collaboration, where marketing designed the digital insights and sales became the distributor of ideas and event invites.