MBT3705: Final negotiated B2B sales research project
Sales Enablement: Driving Deal Adoption (at Amazon) by Overcoming Salesperson Blockers
Dijonay Wedderburn M00588071
Index
Research Objectives
Problem | Research Title
Literature Review
Sales Enablement
Conclusion
Recommendations
Findings & Analysis
Methodology
Critical Reflection
Reference List
Problem
30%
Sales Enablement: Driving Deal Adoption (at Amazon) by Overcoming Salesperson Blockers
Only 30% of sales persons time is spent on their core role of selling. The remaining 70% is spent on admin and inefficient processes. (Salesforce, 2024)
Amazon SAS (Strategic Account Services) Deals Team
60%
- Administrative Complexity
- Inefficient Communication
- Lack of Education
- Unclear Deal Submission and Requirement Guidelines
More than 60% of sales on the Amazon platform are driven by our third-party sellers. (Amazon, 2023)
59%
- Reduced deal adoption/ event participation
- Decline in Sales Productivity
- Frustration for Sales Teams
- Poor SX
- Failure to meet sales targets
Of sales leaders have a dedicated sales enablement team. (Alfred, 2022)
KSB 5 - Commercial AcumenKSB 7 - Applied Insights
Sales Enablement
KSB 2 - Sales Planning
What is Sales Enablement?
Although Amazon's orginal mission was/ is to be the most customer centric company in the world. Our mission has since been adapated to include being the Earth's best employer. - In such a pledge comes the responsiblity to ensure teams are equipt and optimised for success in their roles. This can be acheived through utilisation of sales enablement - the process of strategically providing sales teams with the resources, tools, training etc. Needed to sell more effectively. This approach considers the impact of the sales person not just the customer in the sales cycle.
(CollabAgency, 2018)
KSB 4 - Developing ProposalsKSB 8 - Working with Others KSB 14 - Ethics, Trust & Intergrity KSB 15 - Management of Self KSB 7 - Applied Insights
Research Objectives
Objectives of Research
Aims: Identify and understand key blockers that are faced whilst pitching and delivering deals in order to, develop strategies to overcome these barriers, enabling enhanced sales performance (deal adoption) at Amazon. Objectives: 1. Conduct interviews/ surveys with marketplaces consultants to identify blockers 2. Analyse pre-existing sources and voice of the MC data to understand the impact 3. Research best practises for sales enablement to inform strategies 4. Develop strategies that directly address discovered blockers along with an implementation plan Research Questions: 1. How can I conduct research in a way that abides to both my workplace and apprenticeships ethical code of conduct? 2. What are the most prominent barriers currently for pitching deals? 3. Are my recommendations feasible for Amazon’s 3P business? 4. What impact will my proposed strategies have on sales performance metrics, MC and customer experience?
(Salesforce, 2024)
Literature Review
Problema
Literature Review
(Stewart, 2018)
(Lauzi Fabian et al., 2023)
(Schenk, 2018)
(Gartner, 2024)
Methodology
Methodology
Wilson's Research Honeycomb
Mixed Methods
Denscombe's Action Research
Pragmatism
(Wilson, 2014)
(Denscombe, 2014)
KSB 8 - Working with OthersKSB 14 - Ethics, Trust & Integrity KSB 16 - Interpersonal Skills
Findings & Analysis
Findings & Analysis
Recommendations
Recommendations
Data & AI
Training Enhancement
Data-driven Insights & AI to reduce administrative tasks
Cross Functional Collaboration
Improve Internal Communication / Cross Functional Collaborations
KSB 2 - Sales Planning KSB 13 - Leveraging Digital Business KSB 3 - Solution Development
Enhance Training
Conclusion
Through this research project I have been able to deep dive into Sales Enablement, it's critical components and impact on businesses inorder to apply this to my own context. In identifying and understanding the key blockers faced in the current deal submission and delivery process, I have been able to draw out actionable reccomendations for process improvements and missed opportunities to enable sales, that streamline commuications and resources but also enhance customer experience. Sales enablement is emerging as a top tactic for growth (Salesforce, 2024), underscoring the importance of such initiviates in allowing for Amazon to remain ahead of the competitive B2B landscape but also for my own professional development in promoting a culture of enabling instead of stagnanting.
Conclusion
Reflection
Reflection
overwhelming
Self Assessment
- Ethical conduction of research activities
- Application and Integration of models and theoretical perspectives
- Robust recommendations to address key blockers identified
- More first-hand qualitative insights from selling partners utilising deals
- Explore regional differences and impact of proposed recommendations
- Time management - better use of my GANTT Chart
applied insights & research
(Gibbs, 1998)
theories & models
feedback & results
addressed key blockers with refined solutions
Thanks
References
Reference List
Alfred, L. (2022) 53 Sales Leadership Stats to Know in 2022 . Available at: https://blog.hubspot.com/sales/sales-leadership-stats (Accessed: 23/09/2024). Amazon (2023) Independent sellers keep choosing Amazon for the value we provide. Available at: https://www.aboutamazon.com/news/small-business/independent-sellers-keep-choosing-amazon-for-the-value-we-provide (Accessed: 23/09/2024). Benjamin, L. (2024) The Complete Guide to B2B Sales Training: Everything You Need to Know. Available at: https://biglysales.com/the-comprehensive-guide-to-b2b-sales-training/#:~:text=A%20well-structured%20B2B%20sales%20training%20program%20not%20only,curve%2C%20outperform%20their%20competitors%2C%20and%20achieve%20sustained%20success. (Accessed: 26/09/2024).
CollabAgency (2018) How sales enablement can enhance the customer journey. Available at: https://blog.collabagency.com.au/what-is-sales-enablement (Accessed: 23/09/2024).
Dake, Pam Nahar, Yarun Lopopolo, Jennifer Kingman, Christopher. (2019) 'Best Practices for Cross-Functional Collaboration', Sales Enablement Pro, . Available at: https://salesenablement.pro/expertise/best-practices-for-cross-functional-collaboration/#:~:text=Learn%20how%20sales%20enablement%20practitioners%20can%20collaborate%20with%20cross-functional%20partners, (Accessed: .
Denscombe, M. (2014) The Good Research Guide: For Small-Scale Social Research Projects. 5th edn. Maidenhead: Open University Press.
Gartner (2024) AI in Sales: Boost Revenue and Close More Deals. Available at: https://www.gartner.com/en/sales/topics/sales-ai#:~:text=AI%20in%20Sales%20is%20the%20future%20of%20selling.%20Discover%20how (Accessed: 24/09/2024).
Gibbs, G. (1998) Learning by Doing: A Guide to Teaching and Learning Methods. 1st edn. Oxford: Oxford Polytechnic.
Koning, S. (2024) The Importance of B2B Training . Available at: https://stephan-koning.medium.com/the-importance-of-b2b-sales-training-e86c6e5274e0#:~:text=Why,%20you%20ask?%20Well,%20B2B%20sales%20training%20equips%20your%20team (Accessed: 26/09/2024).
Lauzi Fabian, Westphal Jorg, Rangarajan Deva, Schaefers Tobias, Parra-Merono Maria, C. and De-Juan-Vigaray Maria, D. (2023) 'Understanding sales enablement in complex B2B companies: Uncovering similarities and differences in a cross-functional and multi-level case study', Industrial Marketing Management, 108, pp. 47–64.
Salesforce (2024) State of Sales. San Francisco, California: Salesforce Inc. Available at: https://www.salesforce.com/content/dam/web/en_us/www/documents/research/salesforce-state-of-sales-report-6-ed.pdf (Accessed: 23/09/2024).
Schenk, T.M., Byron (2018) Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force. illustrated edn. England: John Wiley & Sons.
Stewart, J. (2018) The Why, What, and How of Sales Enablement via Maturity Model Assessment. Available at: https://medium.com/@jeffreystewart/the-why-what-and-how-of-sales-enablement-via-maturity-model-assessment-4d6a8bc6f13f (Accessed: 24/09/2024).
White, A. (2024) 7 Key Takeaways from the Salesforce State of Sales Report 2024 . Available at: https://www.linkedin.com/pulse/7-key-takeaways-from-salesforce-state-sales-report-2024-abbie-white-hv3ac (Accessed: 26/09/2024).
Wilson Jonathan (2014) Essentials of Business Research: A Guide to Doing Your Research Project. Second edn. London: SAGE Publications Ltd.
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MBT3705: Final negotiated B2B sales research project
Sales Enablement: Driving Deal Adoption (at Amazon) by Overcoming Salesperson Blockers
Dijonay Wedderburn M00588071
Index
Research Objectives
Problem | Research Title
Literature Review
Sales Enablement
Conclusion
Recommendations
Findings & Analysis
Methodology
Critical Reflection
Reference List
Problem
30%
Sales Enablement: Driving Deal Adoption (at Amazon) by Overcoming Salesperson Blockers
Only 30% of sales persons time is spent on their core role of selling. The remaining 70% is spent on admin and inefficient processes. (Salesforce, 2024)
Amazon SAS (Strategic Account Services) Deals Team
60%
More than 60% of sales on the Amazon platform are driven by our third-party sellers. (Amazon, 2023)
59%
Of sales leaders have a dedicated sales enablement team. (Alfred, 2022)
KSB 5 - Commercial AcumenKSB 7 - Applied Insights
Sales Enablement
KSB 2 - Sales Planning
What is Sales Enablement?
Although Amazon's orginal mission was/ is to be the most customer centric company in the world. Our mission has since been adapated to include being the Earth's best employer. - In such a pledge comes the responsiblity to ensure teams are equipt and optimised for success in their roles. This can be acheived through utilisation of sales enablement - the process of strategically providing sales teams with the resources, tools, training etc. Needed to sell more effectively. This approach considers the impact of the sales person not just the customer in the sales cycle.
(CollabAgency, 2018)
KSB 4 - Developing ProposalsKSB 8 - Working with Others KSB 14 - Ethics, Trust & Intergrity KSB 15 - Management of Self KSB 7 - Applied Insights
Research Objectives
Objectives of Research
Aims: Identify and understand key blockers that are faced whilst pitching and delivering deals in order to, develop strategies to overcome these barriers, enabling enhanced sales performance (deal adoption) at Amazon. Objectives: 1. Conduct interviews/ surveys with marketplaces consultants to identify blockers 2. Analyse pre-existing sources and voice of the MC data to understand the impact 3. Research best practises for sales enablement to inform strategies 4. Develop strategies that directly address discovered blockers along with an implementation plan Research Questions: 1. How can I conduct research in a way that abides to both my workplace and apprenticeships ethical code of conduct? 2. What are the most prominent barriers currently for pitching deals? 3. Are my recommendations feasible for Amazon’s 3P business? 4. What impact will my proposed strategies have on sales performance metrics, MC and customer experience?
(Salesforce, 2024)
Literature Review
Problema
Literature Review
(Stewart, 2018)
(Lauzi Fabian et al., 2023)
(Schenk, 2018)
(Gartner, 2024)
Methodology
Methodology
Wilson's Research Honeycomb
Mixed Methods
Denscombe's Action Research
Pragmatism
(Wilson, 2014)
(Denscombe, 2014)
KSB 8 - Working with OthersKSB 14 - Ethics, Trust & Integrity KSB 16 - Interpersonal Skills
Findings & Analysis
Findings & Analysis
Recommendations
Recommendations
Data & AI
Training Enhancement
Data-driven Insights & AI to reduce administrative tasks
Cross Functional Collaboration
Improve Internal Communication / Cross Functional Collaborations
KSB 2 - Sales Planning KSB 13 - Leveraging Digital Business KSB 3 - Solution Development
Enhance Training
Conclusion
Through this research project I have been able to deep dive into Sales Enablement, it's critical components and impact on businesses inorder to apply this to my own context. In identifying and understanding the key blockers faced in the current deal submission and delivery process, I have been able to draw out actionable reccomendations for process improvements and missed opportunities to enable sales, that streamline commuications and resources but also enhance customer experience. Sales enablement is emerging as a top tactic for growth (Salesforce, 2024), underscoring the importance of such initiviates in allowing for Amazon to remain ahead of the competitive B2B landscape but also for my own professional development in promoting a culture of enabling instead of stagnanting.
Conclusion
Reflection
Reflection
overwhelming
Self Assessment
applied insights & research
(Gibbs, 1998)
theories & models
feedback & results
addressed key blockers with refined solutions
Thanks
References
Reference List
Alfred, L. (2022) 53 Sales Leadership Stats to Know in 2022 . Available at: https://blog.hubspot.com/sales/sales-leadership-stats (Accessed: 23/09/2024). Amazon (2023) Independent sellers keep choosing Amazon for the value we provide. Available at: https://www.aboutamazon.com/news/small-business/independent-sellers-keep-choosing-amazon-for-the-value-we-provide (Accessed: 23/09/2024). Benjamin, L. (2024) The Complete Guide to B2B Sales Training: Everything You Need to Know. Available at: https://biglysales.com/the-comprehensive-guide-to-b2b-sales-training/#:~:text=A%20well-structured%20B2B%20sales%20training%20program%20not%20only,curve%2C%20outperform%20their%20competitors%2C%20and%20achieve%20sustained%20success. (Accessed: 26/09/2024). CollabAgency (2018) How sales enablement can enhance the customer journey. Available at: https://blog.collabagency.com.au/what-is-sales-enablement (Accessed: 23/09/2024). Dake, Pam Nahar, Yarun Lopopolo, Jennifer Kingman, Christopher. (2019) 'Best Practices for Cross-Functional Collaboration', Sales Enablement Pro, . Available at: https://salesenablement.pro/expertise/best-practices-for-cross-functional-collaboration/#:~:text=Learn%20how%20sales%20enablement%20practitioners%20can%20collaborate%20with%20cross-functional%20partners, (Accessed: . Denscombe, M. (2014) The Good Research Guide: For Small-Scale Social Research Projects. 5th edn. Maidenhead: Open University Press. Gartner (2024) AI in Sales: Boost Revenue and Close More Deals. Available at: https://www.gartner.com/en/sales/topics/sales-ai#:~:text=AI%20in%20Sales%20is%20the%20future%20of%20selling.%20Discover%20how (Accessed: 24/09/2024). Gibbs, G. (1998) Learning by Doing: A Guide to Teaching and Learning Methods. 1st edn. Oxford: Oxford Polytechnic. Koning, S. (2024) The Importance of B2B Training . Available at: https://stephan-koning.medium.com/the-importance-of-b2b-sales-training-e86c6e5274e0#:~:text=Why,%20you%20ask?%20Well,%20B2B%20sales%20training%20equips%20your%20team (Accessed: 26/09/2024). Lauzi Fabian, Westphal Jorg, Rangarajan Deva, Schaefers Tobias, Parra-Merono Maria, C. and De-Juan-Vigaray Maria, D. (2023) 'Understanding sales enablement in complex B2B companies: Uncovering similarities and differences in a cross-functional and multi-level case study', Industrial Marketing Management, 108, pp. 47–64. Salesforce (2024) State of Sales. San Francisco, California: Salesforce Inc. Available at: https://www.salesforce.com/content/dam/web/en_us/www/documents/research/salesforce-state-of-sales-report-6-ed.pdf (Accessed: 23/09/2024). Schenk, T.M., Byron (2018) Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force. illustrated edn. England: John Wiley & Sons. Stewart, J. (2018) The Why, What, and How of Sales Enablement via Maturity Model Assessment. Available at: https://medium.com/@jeffreystewart/the-why-what-and-how-of-sales-enablement-via-maturity-model-assessment-4d6a8bc6f13f (Accessed: 24/09/2024). White, A. (2024) 7 Key Takeaways from the Salesforce State of Sales Report 2024 . Available at: https://www.linkedin.com/pulse/7-key-takeaways-from-salesforce-state-sales-report-2024-abbie-white-hv3ac (Accessed: 26/09/2024). Wilson Jonathan (2014) Essentials of Business Research: A Guide to Doing Your Research Project. Second edn. London: SAGE Publications Ltd.