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SAP's CMO: 10 Ways To Architect A Digital, Social Business

SAP's CMO: 10 Ways To Architect A Digital, Social Business | Social Selling:  with a focus on building business relationships online | Scoop.it

 

I recently had the opportunity to interview one of the most social CMOs in the world, Jonathan Becher, the Chief Marketing Officer of SAP, arguably one of the most social enterprises in the world. As CMO, Becher used to sum up his role as "brand to demand", but since he has recently been given the additional title of Chief Communications Officer he is changing the definition of his role to "voice to choice".

 

When we think about "voice" we are programmed to think about the customer's voice, something that has become more and more real and relevant thanks to social media. There is another voice that we must develop and nurture and that is the voice of the company and its employees. Becher tells us he is not so sure that a single voice from the company is the way to go anymore. He feels that because employees are constantly interacting with people that every employee should have a voice. The question then becomes: How do you harness all the voices into one coherent voice to customers? In an effort to get everyone at SAP to have a voice and tell their story, Becher created the CERN model.

 

The CERN model is a framework for employees to tell their Customer, Employee, Resource or Network story in a way that will ensure that each story, while not identical, is consistent.

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Social Selling:  with a focus on building business relationships online
About establishing and cultivating business relationships online. Also covering lead generation, prospecting, business networking, and social CRM (sCRM).
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The Secret Lives of LinkedIn Users (satire)

The Secret Lives of LinkedIn Users (satire) | Social Selling:  with a focus on building business relationships online | Scoop.it
I have over 1,250 LinkedIn connections. Most people would consider me an active LinkedIn user. Still, I don't have the faintest idea what I'm doing on LinkedIn. In search of answers, I surveyed hundreds of fellow users....
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How to Move Your Team to Social Selling Webinar

How to Move Your Team to Social Selling Webinar | Social Selling:  with a focus on building business relationships online | Scoop.it
Using social selling tools, more sales pros are identifying the right prospects and are using their networks to engage them in meaningful conversations that produce sales. Naturally, sales managers are all for scaling adoption of the selling activities that are
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Pre-Sales: Mastering the Art of Selling Before the First Connection

Pre-Sales: Mastering the Art of Selling Before the First Connection | Social Selling:  with a focus on building business relationships online | Scoop.it
What is the last book you couldn’t wait to get your hands on? Was it How to Be a Power Connector: The 5+50+100 Rule for Turning Your Business Network into Profits? Or perhaps Agile Selling: Get Up to Speed Quickly in
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Social Selling Tips of the Week: Becoming a Social Sales Superhero

Social Selling Tips of the Week: Becoming a Social Sales Superhero | Social Selling:  with a focus on building business relationships online | Scoop.it
Becoming a social sales superhero requires a dedication to the craft. Are you ready to learn and improve your skills? This week’s top social selling tips provide insights on evolving practices, leveraging LinkedIn for referrals, and avoiding crucial mistakes. Check out
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The Art of Staying in Touch with Prospects in 2015

The Art of Staying in Touch with Prospects in 2015 | Social Selling:  with a focus on building business relationships online | Scoop.it
If you are like most sales professionals, the vast majority of your contacts are neither “hot” prospects nor customers. Rather, they are your friends, they are your “no decisions,” they are your prospects who are “ready to talk next year,” they
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How to Move Your Team to Social Selling Infographic

How to Move Your Team to Social Selling Infographic | Social Selling:  with a focus on building business relationships online | Scoop.it
The ability to establish and maintain strong relationships with buyers has always been essential for a successful sales career, and this certainly hasn’t changed in the social selling era. But now that B2B buyers escort themselves through roughly two-thirds of the
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How To Grow Your Sales With Social Media

How To Grow Your Sales With Social Media | Social Selling:  with a focus on building business relationships online | Scoop.it
Aside from referrals, 100% of my new business comes from my activities on LinkedIn, Forbes and SlideShare. Almost every day, someone emails me and asks if I have time to speak with them. It's now 7:45 a.m., and I've already received an inquiry today. Three years ago, this wasn't the case. [...]
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Progressive training's curator insight, November 17, 10:15 AM

How To Grow Your Sales With Social Media

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The Essential Pre-Appointment Checklist for Social Sellers

The Essential Pre-Appointment Checklist for Social Sellers | Social Selling:  with a focus on building business relationships online | Scoop.it
One of the most important stages in social selling is positioning yourself as a thought leader and subject matter expert that your prospects and customers want or need to hire.

Today’s top social sellers have made a name for themselves by following
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Social Selling Tips of the Week: All Hail King Branding

Social Selling Tips of the Week: All Hail King Branding | Social Selling:  with a focus on building business relationships online | Scoop.it
“Content is king.” We’ve all heard the phrase. But what about branding? In this week’s top social selling tips, you’ll see why personal branding, a cousin to content, is also a ruler of the social sales kingdom. As we see
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7 Real World Social Selling Examples to Inspire You

7 Real World Social Selling Examples to Inspire You | Social Selling:  with a focus on building business relationships online | Scoop.it
If you're a regular reader of this blog, you know we regularly discuss social selling strategy, as do many others. But if you’re someone who learns best through visualization, you may find yourself frustrated by the lack of actual social
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donhornsby's curator insight, November 7, 8:57 AM

(From the article): More professionals are consuming content on LinkedIn, where more than 1.5 million publishers use the “Share” button to send content to the LinkedIn platform. New research has found that these active sharers spend eight hours per week consuming professionally relevant content (i.e. yourcontent).

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Social Sales Buying Cycle Stages: The Opportunity

Social Sales Buying Cycle Stages: The Opportunity | Social Selling:  with a focus on building business relationships online | Scoop.it
In our last post on the purchasing journey, we found ourselves at the second stage of the sales cycle: “The Lead.” Here we saw that the prospect has shown interest in your product or service, and that it becomes
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Social Selling Tips: The No Sweat Solution for Higher Sales Productivity

Social Selling Tips: The No Sweat Solution for Higher Sales Productivity | Social Selling:  with a focus on building business relationships online | Scoop.it
 

Are you working up a sweat just trying to decide where to focus your social selling energy?

You’re not alone. In fact, many sales people find themselves between a treadmill and the free weights, trying to guess which is most effective at
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Making Quota Next Year Will Be a Breeze If You Make These Investments Now

Making Quota Next Year Will Be a Breeze If You Make These Investments Now | Social Selling:  with a focus on building business relationships online | Scoop.it
Like our sales world, marketing has seen widespread change over the last decade. Inbound marketing tactics like blogs, whitepapers, and webinars cropped up to support outbound tactics like ads and email blasts.

It's easy to see why:

According to Search Engine Journal, inbound
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10 Slideshare Presentations to Gobble Up This Thanksgiving

10 Slideshare Presentations to Gobble Up This Thanksgiving | Social Selling:  with a focus on building business relationships online | Scoop.it
As Thanksgiving is around the corner, it’s time to come together with family and friends to celebrate everything for which we are thankful. At LinkedIn, we are giving thanks for the positive outcomes sales professionals are experiencing through social selling.

Here
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Social Selling: How to Stop Worrying and Start Selling

Social Selling: How to Stop Worrying and Start Selling | Social Selling:  with a focus on building business relationships online | Scoop.it
Previously, we published the post “5 things Dale Carnegie can teach you about social selling.” This post, based on Carnegie’s classic book How to Win Friends and Influence People, adapted key takeaways from the bestseller in order to demonstrate the
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Your Prospect Asks ‘Why’ — Here’s How Social Selling Can Answer

Your Prospect Asks ‘Why’ — Here’s How Social Selling Can Answer | Social Selling:  with a focus on building business relationships online | Scoop.it
Remember learning the ‘w’ words in elementary school? Who, what, when, where, why. Five important words that can help us put the pieces of any puzzle together, including those in the realm of sales and social selling.

But in looking
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Social Selling: 3 Ways to Maintain Customer Satisfaction

Social Selling: 3 Ways to Maintain Customer Satisfaction | Social Selling:  with a focus on building business relationships online | Scoop.it
In our series on the Buyer’s Journey, we have covered social selling topics related all phases of the busying cycle. In our last post, we discussed the exciting third stage of the sales cycle: “The Opportunity.”

Now, in the
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The New Formula for Connecting with B2B Buyers Infographic

The New Formula for Connecting with B2B Buyers Infographic | Social Selling:  with a focus on building business relationships online | Scoop.it
In a selling environment where 90% of decision makers no longer respond to cold calls or emails, social selling adoption has become a necessity for connecting with B2B buyers. Brynne Tillman, CEO Social Sales Link, tells us that “LinkedIn is a
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Social Selling Tips: Sync Your Strategy with These 11 New Insights

Social Selling Tips: Sync Your Strategy with These 11 New Insights | Social Selling:  with a focus on building business relationships online | Scoop.it
Here are 11 telling sales insights from IDC’s survey that will help you end 2014 with a bang, and head into 2015 with an informed social selling tips that aligns with buyer needs and preferences.
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4 Tips For Implementing A Successful Social Sales Program

4 Tips For Implementing A Successful Social Sales Program | Social Selling:  with a focus on building business relationships online | Scoop.it
Launching a social selling program may seem daunting, but you can increase your company’s odds of launching a successful program by leveraging best practices from inception. Below are some tips tha…
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Social Selling Tips: Winning the Decision-Maker Challenge in Social Selling

Social Selling Tips: Winning the Decision-Maker Challenge in Social Selling | Social Selling:  with a focus on building business relationships online | Scoop.it
Obstacle course races are all the rage right now. Why run a boring 5K when you can spice it up with mud pits, walls to climb and live electrical wires? But even though races like the Warrior Dash look intimidating, they’re
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Social Selling Tips: How to Avoid Sales-Speak on Your Team

Social Selling Tips: How to Avoid Sales-Speak on Your Team | Social Selling:  with a focus on building business relationships online | Scoop.it
Sales clichés are ubiquitous -- and they rarely help close the deal. Look at your stereotypical 'cheesy salesperson' and you'll see these phrases pop up every so often. Their goals never revolve around the customer and their tactics appear annoying or
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What Does a Rising Social Selling Index Mean for Sales Teams?

What Does a Rising Social Selling Index Mean for Sales Teams? | Social Selling:  with a focus on building business relationships online | Scoop.it
LinkedIn’s Social Selling Index (SSI) was designed to help individuals and sales teams become more effective at social selling. If you’re not familiar with the Social Selling Index, it’s a first-of-its-kind measure of a company’s or individual’s adoption of the
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donhornsby's curator insight, November 6, 8:24 AM

Sales professionals who use social selling are 51% more likely to exceed quota. So when social selling adoption scales to the entire team, the output also scales. Of course when you’re generating 45% more sales opportunities via social selling, it’s only natural for sales to increase.

 

Selling is a results-based endeavor. Those with higher SSI scores generate results, which is why SSI leaders also get promoted 17 months faster, on average, over SSI laggards.

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5 Best Practices For Building Relationships On LinkedIn

5 Best Practices For Building Relationships On LinkedIn | Social Selling:  with a focus on building business relationships online | Scoop.it
Are you struggling to grow your network with meaningful connections on LinkedIn?

Perhaps you have hundreds of connections but have been unable to do anything productive (or profitable) with them.

LinkedIn is most effective when you use it as a relationship-building platform.

You can
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How to Use Sales Insights to Stay in Touch with Prospects

How to Use Sales Insights to Stay in Touch with Prospects | Social Selling:  with a focus on building business relationships online | Scoop.it
Traditionally, sales professionals called prospects to 'just check in.' Today, calling prospects 'just to check in' can quickly make them “check out”.
Sales reps can differentiate themselves by delivering value with each phone call, email, or InMail. Leading with relevant insights adds
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