SEEING QUALITATIVE & TANGIBLE RESULTS BY DEVELOPING SALES TRANSFORMATION FOR THE ENTIRE GLOBAL ENTERPRISE

Sophos are a global security software and hardware company who develop ICT security that generates over half a billion in revenue per year.

“The programme created positive work attitudes, helped remove unproductive work habits, kept the salespeople calm under pressure. We now focus on looking at data, instead of always focusing on lagging indicators.

Partnering with a third party like SBR, rather than doing everything in-house, you can have a really meaningful impact on the teams that you support, which is ultimately the sales organisation.”

Steve Pegler, Senior Manager of Sales Enablement EMEA at Sophos.

 

WHAT ISSUES WERE THEY FACING?

There were many areas of focus in the project with Sophos. One of the issues SBR identified was the Middle East / Africa Renewal Team were missing an opportunity to cross-sell. By increasing their cross-selling capability the closed : won ratio went up by 153% YTD.

By transforming it into a process, not an event, Sophos saw quite a significant improvement. The target was to improve cross-selling by 10% but what they saw was an improvement of 11%.

 

THE RESULTS

After working with the SDR Team (Service Development Reps – the lead-gen engine of the business), SBR designed a bespoke course to help them do their jobs better and become more proactive.

The SDRs generated more quality ‘Qualified Sales Opportunities’ (QSOs) – the first contact or conversation with a prospect, which increased by 88% YTD.

Sophos increased their number of opportunities being accepted by the sales teams by 170% YTD and the average revenue from the Quality QSOs went up by 142%.

Sophos improved their marketing qualified leads (MQLs) to sales qualified leads (SQLs) conversions by 95% YTD.

 

SBR’S APPROACH

The program has been running for a few years called, ‘Mastering Sales Management.’ It was a program that SBR and Sophos built together. SBR delivered a lot of the principles of sales management and leadership combined with Sophos’ internal best practices and experiences to maximise the value of the partnership.

 

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