account planning in salesforce: trending in 2015
TRANSCRIPT
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Account Planning in Salesforce: Trending in 2015 Áine Denn, EVP EMEA
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© The TAS Group 2015
Áine Denn Executive Vice President EMEA
& Co-Founder
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© The TAS Group 2015
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BUYERS
MARKETS
EXPECTATIONS
Current State
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Evidence
Retained Learning: 13%
Achieve Quota: 2/5 Average CSO: 18 Months
Access Key Players: 54%
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THINK ABOUT THIS
KNOWLEDGE - DATA - CONTEXT - REASONING.
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NATIVE CLOUD APP MOBILE SMART EASY
KNOWLEDGE - DATA - CONTEXT - REASONING.
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Your Account is a Marketplace
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Your Account is a Marketplace
Create, develop, pursue, and win business that delivers mutual value
for you and your customer
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Cost to retain existing and acquire new customers2
6 Times More Costly to Acquire
100% 200% 300% 400% 500% 600%
1$
6$
Account Planning helps Growth & Retention
Source: (1) Marketing Metrics, (2) Bain & Company
50%
0% Existing
Customer New
Customer
75%
25% 5% - 20%
60% - 70% Likelihood of winning business in existing and new customers1
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maximize revenue from key accounts 53%
gain access to key players 54% uncover customer
business problems 61%
+ 41%
+ 30%
+ 28%
Some facts about Account Planning ...
Sales Reps who say they can … Increase quota attainment by …
Source: Dealmaker Index Global Sales Benchmark Study
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The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
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The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer
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The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer
3. Loyal Customer
4. ______________
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The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer
3. Loyal Customer
4. Former Customer
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How much does Price act as a driver of customer defection?4
Customer’s View
Vendor’s View
0% 25% 50%
25%
48%
Account Planning helps Growth & Retention
Source: (1) Marketing Metrics, (2) Bain & Company, (3) US SBA, US CC, (4) Rightnow Technologies
50%
0% Customer Service
Product
75%
68% 25%
14%
Drivers of customer defection3
25%
Price
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Your Account is a Marketplace
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3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact
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It's all about the 3 ‘C’s
Customer
Company
Research for Insight
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Impact on a Customer
fn (Business Problems, Business People)
Research for Insight
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54% 61%
Research for Insight
Impact on a Customer
fn (Business Problems, Business People)
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What do you need to research / record?
Plan Goal, Overview, History, Resources, CSFs …
Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape …
Customer’s View, Exec Credibility, Cultural Fit, Customer Sat …
Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision …
Customer SWOT, Our SWOT (inc Competitive Landscape)
Research for Insight
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3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact
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Customer
Account Team + Execs
Salesforce.com
Sales Ecosystem
Integrate for Velocity
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Market Segmentation
Account Planning
Account Management
Opportunity Management
Territory
Named
Key
Integrate for Velocity
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3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact
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Focus for Impact
`
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Focus for Impact
Importance to Customer
Impo
rtan
ce to
Us Future Potential
Current Opportunities Previous Business
Revenue Contribution Profit Contribution
Current Importance Future Importance …
Segment the Account to prioritize the right Business Units
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Find Mutual Value: Prioritizing segments that are
Important to You and to your Customer
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Focus for Impact
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Their intui*ve solu*ons provide the best experience for the people in IT, and for the consumers of IT. Their solu*ons enable high-‐speed innova*on of new customer experiences, applica*ons, and services. They provide industrialized solu*ons, from mainframe to cloud to mobile, that op*mize IT performance, cost, & produc*vity
BMC brings “IT to Life” by helping transform Digital Enterprises for compe**ve business advantage.
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Intui*ve Experience Ac*onable Intelligence Agile Applica*ons
Compliance & Risk Mi*ga*on
Op*mized Infrastructure & Cost
Adap*ve Automa*on
DIGITAL BUSINESS IMPERATIVES
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The Marketing Cloud Account Executive’s Journey
“Zero to Portfolio Plan” in Six Contact Hours
On Demand Videos
(1 Hour)
Hands-On
Build Webinar
(2
Hours)
1:1 Virtual Office
(1 Hour)
Self-Tweak Plan
(2
Hours)
On-Site Session
(Optional)
(6 Hours)
Coaching and Peer Review
(1 Hour)
Present Plan to Leaders
(30
Minutes)
Maintain and QBR
LEARN PHASE APPLY PHASE
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Advanced/ Enriched White Space
To each of the Business Units in the account
Map penetration for each of your
solutions
To identify ‘White Space’
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Tracking Impact on the Business
Generating Pipeline and Driving Collaboration
250+ Portfolio Plans180+ Growth Plans
4000+ Opportunities$600+M in Pipeline
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Efficiency and Efficacy through Full integration
Turn Data into Insight
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Collaborate with the team on Chatter
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Deliver Customer Insight - The Operational Issues
Can’t Find Content
No Feedback Mechanism
Too Hard To Consume
Unavailable in Cloud and Mobile
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The Alignment Triangle
Marketing Customer
Sales
It should really be all about the Customer
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Things Customers Care About …
Goals
Pressures
Obstacles
Initiatives
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Things Customers Care About …
Goals
Pressures
Obstacles
Initiatives S
olutions
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Things Customers Care About …
Goals
Pressures
Obstacles
Initiatives S
olutions
Customer Insight Map
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TRANSFORMED BUSINESS CONVERSATIONS
+
Dealmaker Align Solution Components
Goals
Pressures
Initiatives
Obstacles
Solutions
Customer Insight Map
Key Messages
Insights
Sales Tools
High Yield Questions
Competitive Positioning
Objections
1
2
3
4
5
6
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Customer Insight Map Example
Customer Insight Maps Marketing and Sales Enablement can help sellers understand their customers’ business problems, and the seller can tailor for their specific customer.
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Front Line Sales Managers should balance……
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Sales Coaching Improves Performance
+88%
Coaching Improves Productivity1
Source: 1 SEC/CEB, 2 Gallup
+56%
Coaching Increases Customer Loyalty2
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23%
Why Sales Managers Don’t Coach
Source: Sales Management Association
47%
26%
100%
50%
0% Don’t Value
Coaching Not Enough
Time Don’t Know
How to Coach Sales Reps Don’t Ask
Other
2% 2%
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Tracking and Coaching
It’s all about coaching both management and sales teams.
In The Plan
In Dashboards
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Prescriptive Guidance and Coaching
Set Expectations for Adoption
Frequency
The Play
Payoff
Game Plan
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12 Elements of Great Account Planning
Action Oriented Regular Cadence Social and Collaborative
Measurable
Customer Focused Integrated Research Based Targeted
Aligned to Business Strategy
Map People and Influence
Trust White Space
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Account Planning in Salesforce: Trending in 2015 Áine Denn, EVP EMEA