Beyond The Funnel: Reimagining The Sales Experience With Slack

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Beyond the funnel:reimagining thesales experiencewith Slack

Table of ContentsIntroduction 3Unlock new ways to connect with buyers 56Slack Connect promotes a faster, more personal sales experience Boost buyer experience by giving reps instantaccess to the whole company Slack empowers reps to deliver a fast, consistent sales experience Equip reps to do their best work 910Slack helps you scale rep performance 1313Helping is the new selling—and that starts with your reps 172

IntroductionAfter nearly a year spent navigating thepandemic, most companies have adaptedto some kind of “new normal.” But thedramatic shift in how we do businesscontinues to create ripple effects forsales teams.Company budgets are tight across industries,with purchases under greater scrutiny. Asa result, buyers are less responsive to salesoutreach than in the past.44%of organizations forecast decreasedresponsiveness to sales outreachSource: “LinkedIn State of Sales Report,”LinkedIn, 202061%of buyers say it’s difficult for a company toearn their trust in 2020 vs. 54% in 2019Source: “State of the Connected Customer,4th Edition,” Salesforce, 2020developed during lockdown for at least thenext 12 months.“We’re now in this not-normal phase wherewe’re still at home and we’re going to behere for a while, and that’s just requiredus to be increasingly flexible, both withthe way we engage with our customersand the way we engage with our partnersand our employees,” said Mark Wayland,the chief revenue officer of Box, at SlackFrontiers 2020.But the truth is, Covid-19 isn’t entirely toblame for the evolving strategies for salesteams. The pandemic simply acceleratedexisting trends.89% of companies expectto use the new go-to-marketmodels they developed duringlockdown for at least the next12 months.Source: “These eight charts show how Covid-19 haschanged B2B sales forever,” McKinsey, 2020In addition to these trends, core parts oftraditional selling—face-to-face meetings,trade shows, networking—are no longerviable and likely won’t be for some time.Businesses need to adapt. In fact, McKinseyfound that 89% of companies expect touse the new go-to-market models theyIn fact, more than 75% of buyers andsellers say they prefer digital self-serveand remote human engagement overface-to-face interactions.3

The trends tell the same story: Sales teamsshouldn’t look for ways to return to theiroperations before Covid-19. Instead, it’stime to pause and reflect on the victoriesand challenges they experienced this year.It’s time to start building a more agilesales framework—one that empowersreps to establish productive internal andexternal relationships, no matter wherethey’re located.“We’re now in this not-normalphase where we’re still at homeand we’re going to be here for awhile, and that’s just required usto be increasingly flexible, bothwith the way we engage withour customers and the way weengage with our partners andour employees.”Mark WaylandChief revenue officer, BoxYou need a better, more human way ofcollaborating digitally—one that maximizesyour team’s ability to meet both the company’sneeds and the needs of your buyers.Enter Slack.4

Unlock new ways to connectwith buyersIn this time of tight budgets and heightenedstress, building trust is more essential tobuyers than ever before.Salesforce found that 86% of businessbuyers want sales reps to act as trustedadvisors for their purchase journey. And yetnearly three-quarters of buyers feel thatmost sales interactions are only transactional.Reps earn “trusted advisor” status by solvingproblems for buyers. Sixty-six percent ofbusiness buyers expect sales representativesto develop solutions for them. But again thereality doesn’t live up to the expectation—only 37% of those buyers experience solutionfocused sales interactions.To build deal-closing relationships, salesteams have to start thinking outside the box.With outside sales severely limited forthe foreseeable future, many companiesare relying on traditional communicationtools—email, the phone, meetings—totry to build relationships. The problemis, traditional communication can’t keepup with the increasing demands for fast,dynamic exchanges: Email is the workhorse oftelecommunications, allowing reps toreach out to leads and establish contact.However, it’s also a rather slow and formalmedium. It’s too easy for emails to feel likea transaction instead of a conversation. Virtual meetings provide a much morepersonal touch. However, they’re alsotime-constrained. Reps have to balanceselling with building rapport, usually in30-minute increments. It’s tough to line upschedules, so these meetings also tend tobe few and far between, especially earlyin the deal cycle. This makes it difficult toreally create a connection. Text is currently considered the “goldstandard” in sales communication becauseit’s fast, convenient and more casual thanemail. However, texting is difficult to scale.Your reps likely send text messages from acustomer relationship management (CRM)system, but your buyer is texting fromtheir phone. This creates a barrier betweenyour point of contact and the rest of theirorganization—and you’re never selling tojust one person.These communication tools all have theirplace in the process—but they’re not enoughon their own to help you establish yourselfas a trusted partner to buyers. If you want todifferentiate yourself from competitors, theway you collaborate with buyers is a goodplace to start.Strong seller-buyer relationships depend ongreat collaboration with both internal and5

Unlock new ways to connect with buyersexternal stakeholders. Becoming a trustedadvisor means creating confidence in bothyour ability to solve a buyer’s problems andshowing personal interest in their success.To build that confidence, you need a toolthat allows you to connect and collaboratewith buyers quickly without sacrificing thehuman element.Slack Connect promotesa faster, more personalsales experienceSlack is a secure channel-based messagingplatform that enables teams to communicatein real time around a topic or project. Here, allyour stakeholders, files and critical app dataare brought into a single hub of collaboration.With Slack, sales reps can communicate in ahuman way and establish rapport quicklywith buyers, speeding up agility and decisionmaking on both sides.directly and personally with decision-makersand key team members at the buyer’scompany. No more emails lost in buyers’inboxes or messy email chains trying to reachthe right stakeholder. No more waiting for ameeting to answer an important question orengage with the whole buying team.With real-time access to prospects, it’s nowonder that sales teams using Slack Connectsee deal cycles that are 4x as fast.But the benefit of that access goes bothways. Through Slack Connect, buyers haveconstant access to their sales rep, as wellas to the broader expertise of the company.A sales rep can easily add internal expertsto their shared channel to answer buyerquestions quickly.This level of access to your company goesa long way in building trust. When you’recollaborating in Slack, you and your buyeraren’t just two people trying to make a dealhappen. The two of you are working togetherto solve a problem.For online payment platform Stripe, SlackConnect is key to connecting with buyersfrom pre-sale to signed contract. At thebeginning of a sale, Stripe’s reps wouldtypically double down on communicationusing the “law of 2x”—starting with a meetingand following up a week later.Slack Connect lets you invite a buyer’sorganization into a secure, shared Slackchannel, where, your sales reps can engageBut this strategy no longer makes thecut. A lot could change in a week, andSlack is more in line with the tempo of thedigital workplace.6

Unlock new ways to connect with buyers“In Slack channels, the dialogue with theprospect happens in real time, as opposedto the next time you align your schedules,”says Jeanne DeWitt Grosser, Stripe’s headof Americas revenue and growth. “This kindof personal, persistent connection growscustomer loyalty and retention.”Often sales reps have to communicate witha variety of departments to seal the deal.Instead of emailing them separately andcreating silos, Stripe’s account executivesand solution architects set up a Slackchannel with key customer stakeholders,like developers, the head of payments anda finance representative.In these Slack channels, teams can quicklyfollow up on term sheet details and any othercontract questions. These cross-functionalconversations happen efficiently in Slack,which helps avoid miscommunications,reduces the need for long conference callsand relieves the burden of coordination forthe buyer.“You can tell when there’s energyin a relationship—and the deal—and it’s hard to get that overemail. It used to be in personand over text and phone. Nowit’s Slack Connect.”James DyettHead of global product sales andpayments optimization, StripeAt cloud content management companyBox, Slack Connect effectively replacesemail and extends channel-based messagingto everyone the organization works with,internally and externally.“What I find is that when you have that Slackchannel opened up, it’s like this privilegedcommunication line between us and acustomer or a prospect. You get much higherfidelity communication, much more regularcommunication, because you’re not lost intheir overflowing inboxes,” says Wayland.For Box, Slack is the natural place to go forcommunication with a rapid response rate.On average, teams using Slack see a 60%decrease in turnaround time for customerresponses. They also hold 50% fewercustomer meetings because both parties cancollaborate asynchronously.“What I find is that when youhave that Slack channel openedup, it’s like this privilegedcommunication line betweenus and a customer or aprospect. You get much higherfidelity communication, muchmore regular communication,because you’re not lost in theiroverflowing inboxes.”Mark WaylandChief revenue officer, Box7

Unlock new ways to connect with buyersWith Slack Connect, the cloud data companySnowflake can provide prospects with whiteglove support throughout the deal cycle.After Snowflake account executives (AEs)establish contact with a lead, they set upa shared Slack channel and invite criticalteam members from both the Snowflake andcustomer side to join. Snowflake AEs thenuse this channel as a landing point to answerquestions about the Snowflake platform.“If a lead has a question, we can get them aninstant response from an engineer or otherSnowflake team member, setting us apartfrom the competition,” says Cedric Dageville,a corporate account executive at Snowflake.“Customers feel like we’re all working on thesame team.”60%decrease in turnaround time forcustomer responses50%fewer customer meetings for anaccount managerYour reps are already fighting an uphill battlewhen it comes to building relationships withbuyers—trust is low, budgets are tight andinboxes are overwhelming. Slack Connectgives reps the tool they need to build genuinerapport with customers at the speed that isneeded to close deals.8

Boost buyer experience bygiving reps instant access tothe whole companyThe majority of business buyers wantconnected experiences—a “united frontof salespeople, customer service agents,and other individuals armed with the samecontext and information,” according toSalesforce. And yet over half of customerssay it generally feels like sales, service andmarketing don’t share information.This “united front” isn’t just for the customer’sconvenience—it’s critical for everything, fromcustomer churn to rep confidence. Let’s takean all-too-common scenario:A sales rep at Acme Corp. gets an inboundlead from a new marketing campaign. Thecampaign pitches Acme’s software as idealfor human resources management whenmarketing previously focused on sales usecases. The lead comes into the conversationwith specific expectations based on thiscampaign, but marketing hasn’t yet updatedthe sales team as to the messaging and valuepropositions of the campaign.Best-case scenario: The sales rep is tipped offabout this before reaching out to the lead andhas to chase down the right information andassets. Worst-case scenario: The rep createsconfusion for the lead by pitching them thewrong use case.73%of business buyers expect connectedexperiencesSource: “State of the Connected Customer,4th Edition,” Salesforce, 2020But let’s say they get past this initial hiccup.The rep closes the deal, selling the buyer onAcme’s ability to customize a certain functionso that the software is better suited to thebuyer’s HR use case.Then the rep passes the account off toan implementation or service team . thatsuddenly finds itself with a customer whoexpects something they can’t deliver.Now everyone’s in an awkward position.The customer distrusts the sales rep andthe company at large. The sales team isfrustrated with the marketing and productteams for not providing them with betterinformation. The support and product teamsare frustrated at sales for setting expectationsthey can’t live up to.It’s not just the customer who suffers in thisscenario. When a sales rep invests time and9

Boost buyer experience by giving reps instant access to the whole companyenergy selling a buyer on something the restof the company can’t deliver, it erodes therep’s morale and confidence, leading toslower deals and less proactivity.54%of customers say it generally feelslike sales, service and marketing don’tshare informationSource: “State of the Connected Customer,4th Edition,” Salesforce, 2020If you want to not only win deals but alsocreate loyal customers, you have to sell asa team. Sales reps need the support of theentire company in order to deliver connectedexperiences to buyers. But companiesare limited in their ability to sell as a teamif resources and experts are locked intofunctional silos with traditional communication.Email only exacerbates these communicationbarriers. It’s too easy to lose an importantrequest in an inbox or miss importantinformation in a long thread—to say nothingof key stakeholders accidentally being leftoff email chains entirely.Some CRMs do have built-in salescollaboration tools where reps can chat aboutdeals without leaving prospects’ records.But these tools can also create bottlenecksas many rely on email notifications, whichcan quickly get lost in the pile (and defeatthe purpose of a chat program). These toolsare also typically limited to the sales team.Barriers like limited user licenses preventthe broader company from engaging in theWhen all departments arealigned around the deal,your company can deliverthe connected experiencebuyers expect.CRM—which leaves reps with the samecross-functional collaboration issues as email.Sales reps need a way to bring stakeholderteams into the deal cycle with them. Whenall departments are aligned around the deal,your company can deliver the connectedexperience buyers expect.Slack empowers reps todeliver a fast, consistentsales experienceSlack gives reps frictionless access to resourcesand stakeholders across the company—andgives other teams visibility into the salesprocess. No more delaying a deal becauseyou’re waiting for an email back from fivedifferent stakeholders across legal, finance andproduct teams. No more miscommunicatingfeatures because an engineer never repliedwith clarification on technical specs.In Slack, anyone from any team can be addedto a channel, so no one’s ever missing from theconversation. Research by Troops, a revenuecommunications app designed for Slack, foundthat the majority of sales organizations that useSlack create dedicated internal channels forevery customer and prospect. These dedicatedchannels ensure that sales reps have instantaccess to all internal stakeholders involved in10

Boost buyer experience by giving reps instant access to the whole companythe deal, and likewise that stakeholders havefull visibility into the deal process.The sales team at Slack creates a channelfor every major customer account, such as#accounts-teathyme and #account-beta.If you scroll back far enough in a channel’shistory, it begins with early pre-sales detailson the company’s size, the potential size ofa deal and any initial contacts. Later in thesales process, the channel includes draftedcontracts, negotiations with the customerand deal approvals.The sales team at software company Splunkuses Slack to provide a united front for theircustomers within a fast-paced environment.“Team selling is, especially now in thesevirtual worlds, critical, and Slack is a massiveability for us to do that successfully,” saidQuentin Packard, the AVP of global newproduct sales at Splunk, during a session atSlack Frontiers 2020.By using threads in Slack channels, membersof the sales team can find the information theyneed—when they need it. Teammates canstart threads from any message in order to aska question, add context or give feedbackwithout disrupting a conversation’s flow. Forexample, if a sales representative needs todouble-check a detail from a partner on themarketing team, the rep can quickly find theinformation he or she needs in a thread.Say an exec needs to meet with a customer,or a new account manager takes over theclient. These team members can join theaccount channel to see the full history ofSlack’s interactions with that customer.This level of transparency creates aconnected internal experience—whichtranslates to a connected customerexperience. Every sales leader surveyed byIDC Research agreed that Slack helps themcollaborate with non-sales teams.11

Boost buyer experience by giving reps instant access to the whole company“Slack democratizes learning because youcan reach out and contact someone from themarketing team just as easily as you can withsomeone from your own sales team. Becauseeveryone in the company is on Slack, theplatform doesn’t create boundaries,” saysLinda Page, the AVP of global fieldenablement at Splunk.“Slack democratizes learningbecause you can reach outand contact someone from themarketing team just as easily asyou can with someone fromyour own sales team. Becauseeveryone in the company ison Slack, the platform doesn’tcreate boundaries.”Linda PageAVP of global field enablement, SplunkCollaboration is a core competency formembers of the sales team at Lyft Business,a rideshare and ground transportationplatform. Reps work closely with themarketing and IT departments to signup new customers.“With the ability to create channels andgroups in Slack, we’re able to actually learnabout what other people are doing andincrease the velocity of the work we’redoing,” says Tyler Lefeber, manager of travelpartnerships at Lyft.It’s not just Lyft Business that sees faster dealvelocity when it unites cross-functional teamsin Slack. The average sales team using Slacksees a 13% shorter overall sales cycle and is16% quicker to issue an offer.In today’s fast-paced world, your sales repsneed tools that let them quickly draw on yourentire company’s strength and knowledge.Slack empowers them to stay connected,equipping them to close deals and formhappy, long-lived customer relationships.The average sales team usingSlack sees a 13% shorter overallsales cycle and is 16% quicker toissue an offer.Source: “The Business Value of Slack,” IDC, 2017Before Slack, the Lyft sales team didn’t havea place to collaborate on creating a customoffering for key accounts. It’s important forthem to be able to work cross-functionallyand understand what teams can be leveragedto create a comprehensive partnershippackage for clients.12

Equip reps to do theirbest workWe’ve seen that reps must work closely withboth prospects and internal teams in order todeliver a great sales experience. The problemis, many reps simply lack the time and skillsneeded to really invest in these internal andexternal partnerships.Salesforce found that sales reps only spend34% of their time actually selling. Theother two-thirds of their time is spent onadministrative tasks—generating quotes,gaining approvals, manually entering customerinfo, and so on. In fact, the top five thingsthat reps say they spend too much time on,according to Salesforce, include administrativework: managing emails, finding the rightperson to contact and logging activities.These tasks get in the way of reps’ highvalue work around closing deals. They havelittle time to research competitors, delve intoa prospect’s needs, and learn about theirprospect’s current solution.Time is only part of the productivityequation—skill is the other. On-the-jobtraining is one of the most effective ways tobuild employees’ skills. But in sales, managersoften miss real-time coaching opportunitiesdue to low visibility into their team’s day-today activities.When internal and external sales conversationsare limited to a few inboxes, it’s tough forreps to get an outside perspective. They’reoften stuck between moving a conversationforward quickly and getting the input thatcould help them do the job better.Because of these communication silos, ournew remote reality makes on-the-job trainingmore challenging than before. Managers canno longer walk the sales floor to offer helpor pop over to someone’s desk for real-timecoaching. Opportunities for improvement toooften slip through the cracks.The best sales reps focus the bulk of theirtime on high-value tasks and constantlydevelop their skill set. So if you want a moreeffective sales team, you need to create theright conditions for these reps to emerge.Slack helps you scalerep performanceSlack helps you maximize the potentialof your sales team by increasing teamtransparency and the speed of collaboration.Our platform empowers sales managers toboost productivity, ramp new reps faster and,ultimately, upskill your team.Slack provides a central hub where repscan interact with all the core tools they useevery day. No more switching back andforth between inbox, CRM and other salesenablement tools just to update a singlecustomer record. Slack integrates with13

Equip reps to do their best workthousands of popular sales tools, so accountteams can log critical account activity directlyfrom Slack or update opportunity stages onthe fly.Ultimately, software integrations increase theamount of customer-facing time for a rep—acentral success metric that positively affectsother KPIs.Slack integrates with popular CRMs likeSalesforce and HubSpot, as well as otherkey tools like DocuSign and Highspot. Ourintegrations in the Slack App Directory helpreps manage notifications in real time andaccess the data they need—all without everleaving Slack.At HubSpot, the key to helping salesteams improve productivity and closedeals is ensuring that they have the rightinformation at their fingertips. Because allinternal communications for the sales teamare in Slack, integrations with Gong andGoogle Drive provide easy access to salesconversations and intelligence, as well ascontent to share with customers.“If you can maximize customer-facing timeand you can prioritize the set of activitiesduring that customer-facing time, then everyminute should yield incrementally more interms of the output,” Yamini Rangan, the chiefcustomer officer at HubSpot, shared at SlackFrontiers 2020.Lyft Business’ reps use Troops, an integrationthat connects Salesforce and Slack, to updatedeal stages and their pipeline dashboard rightin Slack. The benefits here are twofold: a repdoesn’t have to update each individual deal inSalesforce, and key stakeholders get greatervisibility into the pipeline.“We’re spending more time prospecting andless time on the administrative work updatingdeals in Salesforce,” says Lefeber. “There’s nodoubt reps are able to source more businessand close deals faster.”The real power of integrations comeswith automation. With Slack’s WorkflowBuilder, you can essentially create robotadmins to take busywork off your reps’plate—no dev resources required. Automateworkflows between multiple tools to createeverything, from custom account dashboardsto notifications to automated approvalsprocesses—all accessible with just a fewkeystrokes from the user.Slack’s own sales team uses a customworkflow called Approvals Bot tostandardize, automate and streamline thefull deal approvals cycle. This workflow pullsall necessary approvers into a dedicatedSlack channel. The bot automatically postsa message outlining the deal structure,14

Equip reps to do their best worknon-standard asks and justification forgranting them, along with the relevant quotelines with information from Salesforce.Any approval interactions take place withinthe Slack channel, and the original approvalrequest automatically updates with customemojis to convey the approval progress.customer-facing,” Wayland shared at SlackFrontiers. That’s consistent with what othercompanies see as well—87% of Slack userssay the platform makes them more productive.87%of users say Slack makes themmore productiveSource: “The Future of Work Study,” Slack, 2018When it comes to upskilling reps, the keyis collaboration—no one sales managercan capture every in-the-moment coachingopportunity. Slack creates an environmentwhere teams can proactively share whatthey learn from deals (won or lost) and makebest practices and strategies fully accessible,even across markets. This democratizationof rep development makes it possible forteammates to coach and learn from eachother on the job.Thanks to this custom workflow, more than80% of our sales deals are being approveddirectly in Slack instead of in Salesforce.Approvals Bot sped up our deal cycles by70%—the app’s proposal templates andautomation alone have saved our sales teamshundreds of collective hours.The sales team at customer service platformZendesk leverages several dedicatedchannels to foster this environment. Whensomeone closes a big deal, they post it in#winwire, giving teammates a chance tocongratulate each other and connect aboutwinning strategies. In #askaboutdeals,the revenue operations team answersfinance questions, and in #coolcustomers,teammates share interesting use cases andhighlight successful deployments.“These Slack apps and automations drive themost productive output when reps are15

Equip reps to do their best workThanks to enhanced transparency, 86% ofsales teams say it’s easier to share keylearnings through Slack vs. other tools. WithSlack, collaboration is the default way ofworking. Everyone wins together as a result.Teams that use Slack see 24%faster onboarding and reachfull employee productivity24% faster.files, channels and people they need to getup to speed.This environment of transparency andcollaboration also makes it far easier toonboard new hires and transition reps. Slackcreates a single, historical source of truthfor documenting and sharing best practices,processes and account relationships.By bringing this information into Slackchannels, new hires and transitioning repscan quickly get up to speed on the salescycle and build credibility with customersfrom day one. No more bugging coworkersfor documents or sifting through forwardedemail chains—everything reps need to knowabout their team and accounts is right attheir fingertips.“If you’re new to the Splunk team, one of themost important things is to get connectedto the ecosystem of historic knowledge andcross-functional partners in Slack,” says Page.“Engaging with the right Slack channels canreally accelerate the learning period. Webring new team members into Slack channelsso that they can ask questions, see theircolleague’s questions and just have contactwith the ecosystem.”To boost their productivity, sales reps mustprioritize high-value tasks and build the skillsneeded to work more effectively. With Slack,sales teams can make progress on bothfronts. Reps can delegate admin tasks to botsand quickly learn from internal experts tomove quickly and close deals.Thanks to this instant access, teams thatuse Slack reach full employee productivity24% faster.Splunk uses Slack to facilitate onboarding.Slack channels are searchable, so it’s easy forSplunk’s new members to find the messages,16

Helping is the new selling—and that starts with your repsThe new normal of sales depends onsolutions and relationships more than everbefore. Slack gives you the tools you needto create a sales environment wherereps focus their energy on relationshipswith prospects instead of focusing onadministration and coordination.“Helping is the new selling,” says Rangan.“In Slack, we’re able to reach out tocustomers and make their lives easier,even when we can’t meet in person.”Human connection feels like a rarecommodity these days. Make it yourcompetitive differentiator with Slack.To learn more about how Slack can helpyour company enhance the effectivenessof your reps and sales relationships, contactour sales team.17

About SlackSlack makes work simpler, more pleasantand more productive. It’s a channel-basedmessaging platform for the enterprise thatbrings the right people, information and toolstogether to get work done.From FTSE 100 companies to corner shops,millions of people around the world use Slackto connect their teams, unify their systemsand drive their business forward.The preceding information is intended for informational purposes only, and not as a binding commitment. Please do not relyon this information in making your purchasing decisions. The development, release and timing of any products, features orfunctionality remain at the sole discretion of Slack, and are subject to change.

Beyond the funnel: reimagining the sales experience with Slack. 2 Table of Contents Introduction 3 Unlock new ways to connect with buyers 5 Slack Connect promotes a faster, more personal sales experience 6 Boost buyer experience by giving reps instant access to the whole company 9 Slack empowers reps to deliver a fast, consistent sales .

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