SAP - Sales Growth Achievement of the Year
Company: SAP, Newtown Square, PA
Company Description: As a global market leader in enterprise application software, SAP is at the center of today’s business and technology revolution. Our innovations enable more than 365,000 customers in 180 countries worldwide work together more efficiently and use business insight more effectively.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Sales Growth Achievement of the Year
Nomination Title: SAP Franchise Gain 2 Grow
Franchise Gain2Grow (FG2G) is a sales enablement program designed to enhance our new hire quota carriers’ selling skills, executive engagement behaviors, and their level of productivity/effectiveness along the full buying cycle.
FG2G (held 3-6 months after onboarding) also serves to reinforce / build upon lessons our new hires learn initially as part of the Year One Success program (or, “Y1S”).
The program consists of a blended enablement program with virtual learning pre-work, a two-day classroom workshop (now virtual due to Covid-19) and virtual, live post work.
As part of the FG2G curriculum, participants learn to apply objective assessment techniques to their existing sales opportunities. The process leads to the construction of a detailed Customer Engagement Action Plan based on sales methodologies participants can immediately leverage to drive deal closure. As one participant said: “I am learning, and I do my job at the same time.”
Participants can also share the Action Plan with their managers for additional coaching and / or with the Virtual Account Team (“VAT”—our sales support team) during deal reviews.
The program has made a tremendous impact on the organization and helped new quota carriers increase average revenue as well as their average opportunity conversion rate.
The program’s success solved key business challenges for SAP and made a lasting impact on our learners:
Business impact results (2019 + 2020)
Analysis of 2019-2020 CRM data illustrates the program’s impact:
KPI years shown (2019, 2020)
Number of pipeline deals: (+31%, +13%)
Average pipeline value: (+36%, +17%)
Number of deals won per sales rep: (+22%, +24%)
Average revenue won per sales rep: (+40%, +9%)
Classroom evaluation results:
Surveys illustrate the program’s overall quality
Year # programs # of learners NPS Overall Internal faculty Immediately applicable
2019 18 282 68 4.6 4.6 4.7
2020* 30 483 55 4.4 4.5 4.4
2021 16 234 59 4.4 4.4 4.4
Enablement ROI
The program’s ROI is tremendous. It reveals a return of 14,603% based on incremental revenue:
765 quota carriers attended in 2019 and 2020
Total costs = € 1,479,990
Total incremental revenue (July 2019 – June 2021) = € 217,598,130
Average numbers of deals won by participants = 14
Average number of deals won by NONparticipants = 11
Average improvement by participants = +127%
Average size of won deals by participants = € 94,814
2021 results are not available yet.
Quality (out of 5): ≥ 3.8 = Successful | ≥ 4.4 = Outstanding | ≥ 4.7 = Extraordinary
There are several unique features that help set FG2G apart. From the program’s immediate applicability for live deals to the individual coaching / knowledge transfer participants receive—FG2G is a highly successful blend of workshop and on-the-job learning.
FG2G is also unique in that its curriculum is built to address SAP quota carriers’ top 5 skill gaps, as indicated by SAP’s yearly Sales Skills Assessment—a self / manager assessment designed to uncover gaps related to productivity and performance.
Our analysis shows that skill gaps are greatest in number during a quota carrier’s first year. Therefore, it’s extremely importance that FG2G can fulfill its primary goal of closing new hire skill gaps and boosting success during their 1st year in-role.
It’s also worth noting that FG2G’s approach is aligned to SAP’s internal operating model called Franchise for Success (F4S). FG2G takes this set of processes, practices and tools for operational excellence and helps new hires understand and apply them during customer engagements.
Engaging and guiding potential buyers early in the buying process is crucial for moving a deal to the next phase. FG2G helps new hires find the “mobilizer” in the buying team and how to control the buying process.
At the end of the workshop each learner presents their engagement plan (at least 1) and deal action plans (at least 2) with an accredited deal coach of the faculty team. With the right knowledge, proper practice and feedback, learners leave FG2G ready to hit the ground running.
Please also view our supporting material, which contains additional business impact data and other program achievements.