leading the field sales business salesforce sales playbook
Post on 04-Apr-2022
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The Challenge…
…in a way that is targeted and data-driven…
…across an increasingly complex portfolio & set of roles…
…effectively manage pipeline & drive revenue…
…and ensures effective and transparent opportunity management?
Design an effective Field Go-to-Market Strategy
MaintainForecast Accountability
How do we…
&
AMER Segmentation by Size and IndustrySales resourcing driven by complexity of account and return on investment
ENTR4500+
Employee Accts
CMRCL201 - 4500
Employee Accts
SMB<200 Employee Accts
Largest, most complex customers
Target big deal accounts for multi-cloud solutions
High-touch field based selling & servicing
Full account teams for coverage (Co-prime, SE, ROI, etc.)
Small customers and prospectsHigh velocity accounts & opportunity sellingInbound driven leads model50-200 accounts per AE
Medium and high growth companies with multiple divisionsFocus on developing deep executive relationships AE generates most of their own pipeline5-20 accounts per AE
Dedic
ated
team
s; w
/ ve
rtica
l exp
ertis
e
Dedic
ated
team
s; w
/ ve
rtica
l exp
ertis
e
Dedic
ated
team
s; w
/ ve
rtica
l exp
ertis
e
HLS FINSCPG/ Retail
Run Rate
Entr Sales
<$150k deals
ECS
The Success EcosystemCore Sales leads a team-selling approach
Collaboration Cloud
Sales Cloud
Service Cloud
Marketing Cloud
Platform Cloud
Commerce Cloud
Community Cloud
Legal
Pricing
Recruiting & ES
Strategy and Ops
Executive Team
Marketing
Finance
Enablement
ServicesCloud Sales
GSIs &ISVs
BDRs &SDRs
SEs & Architects
CSG
BVS Ignite& Spark
Sales Programs
Pipeline Complexity Continues to Grow
ACV (Bookings)
Partners & Other (SI’s, Re-Sellers, etc.)
Inside/Specialist AEs(Other Sales Reps)
AEs(Primary Sales Reps)
Sales Dev(Inbound/Outbound)
Deal Execution
QuipServiceSales CommercePlatformMarketing Community
AMER, EMEA, APAC, JAPAN, LACA…
LeadsEvents
SEMCampaigns
CallBlitz
CxOCSGDreamforce
WorldTour
Partner Leads
IndustryMktg.
SPIFFsPromos
CPG/
Reta
ilHLS
FIN
SM
anuf
actu
ring
ENTR~5,500Companies
CMRCL~55,000 Accts
SMB~850,000+ Accts
MarketingDemand Gen
Business Development
Sales, Cloud Sales, SEsPartners, Competitive, Enablement
Sales Programs
CSGServices
Lead Generation and Pipeline Revenue Service
It’s a team effort to drive change across the funnelSales data & metrics inform activities across the company
Clear, standardized metrics are essential to manage growth
Lead SourceWeb Traffic
Social MediaCampaigns
Trials
Lead ConversionConversion Rate
Cost per Lead
QualificationPipe GeneratedAvg. Deal Size
Deal MaturitySales Cycle
CompetitionProduct(s)
ACVProductivity
Transaction VolumeClose Rate
Product Mix
Customer SuccessLightning AdoptionLicense Utilization
Total Login PercentageAttrition
Lead Generation and Pipeline Revenue Service
Sales Forecasting CSG Forecasting
For Salesforce, these live in Sales Cloud & Analytics
Managing Pipeline Every Day
ACV & Closing Business
Pipeline Generation
Activity Levels
Overall Team Performance
Cloud Performance
Are we doing the things that drive pipe gen?
“AMP" Dashboard
Activities
Meetings
Pipeline
Tracks business development role in pipe gen
How’s my pipeline quality?
Clean Your Room
Pushed opportunities
Opportunities without activities
Big deals missing information
Account PrioritizationNext Best Product Recommendations
Forecasting
MarketingDemand Gen
Business Development
Sales, Cloud Sales, SEsPartners, Competitive, Enablement
Sales Programs
CSGServices
Lead Generation and Pipeline Revenue Service
We use Einstein across the funnel to be faster & smarter
Lead Scoring Early Warning System
We use Account Intelligence to prioritize our accounts...
Quickly serve up data to Account Team on:
1. Existing footprint of the account
2. Product level Propensity Scores
3. Which product(s) should have greatest interest and why
4. Detailed metrics and narratives to support recommendations
Account
MGR/AE
High PTB across multiple, work w/ Strat SE & BVS to bundle
Work w/ Heroku Specialist here
Entire territory already has Cust. Comm
… and to find new opportunities within an account
Quickly serve up data to Account Team on:
1. Existing footprint of the account
2. Product level Propensity Scores
3. Which product(s) should have greatest interest and why
4. Detailed metrics and narratives to support recommendations
See the rationale behind the top 3 recommended products
Account
Sales Leadership uses Einstein Prediction to pressure test the forecast
Account
Compare directs’ commits to Einstein prediction
Compare opportunity score to Manager’s call
App Rigor
Visibility for all AEs, sales leaders, strategy, finance, and executives inside of Org62 and Einstein Analytics
Real-Time Reportingand Prediction
Forecasting Principles
1
2
3
Segment specific (enterprise, commercial, SMB) forecasting process and protocol – engrained in team culture
Standard expectations on opportunity management and constant manager rigorto inspect opportunities and pipeline. Empower executives to individual contributor to “own their forecast”
Defined Process
Weekly Forecasting Process
MO TU WE TH FR
SVPs+
COO/CEO Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts
SVPs Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts
EVPs Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts
President Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts
AVPs
AVPs Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals🡪 Submit Forecasts
Sales Managers
RVP/SMs Fcst Calls•Review WoW changes•Review M/Q outlook•Update Mgr notes🡪 Submit Forecasts
AEs Updateopportunities
Update opportunities & Plan to close
🡪 Submit Forecasts
Updateopportunities
Forecasting Requires Machine-like Execution Relying on rigor at each level of the sales organization to strengthen accuracy1
What does every opportunity have…
1 Close Date, Opportunity Amount, Deal Stage
2 Manager Judgement: “IN” = Commit, “UP-” = Positively Trending Upside
3 Next Steps, Manager Next Steps, Specialist Notes, Success Selling
4 Activities (meetings, emails, calls, cases, etc.)
App Rigor Key Principles2
What are our cultural principles…
1. Leverage the App for all forecast calls & business reviews2. Take it to Chatter (minimize email and increase collaboration)3. No external spreadsheets
AEManager
Standard Sales Stages = Forecast Uniformity2
1Identifying an Opportunity
2 3Validating Benefits
and ValueDetermining Problem
and Impact
4 5Confirming Value
w/ PowerNegotiating and
Mutual Plan
6FinalizingClosure
CommitBest Case Early Stage/Pipeline Omitted
I’ve identified the…
Business Challenge
Compelling Event
Sponsor
Competition
I’ve determined the…
I’ve validated the…
Timeline Customer Stories and References
Budget Solution
Decision Criteriaand Process
Business Benefits (ROI)
Deal Team PoliticalInfluence Map
I've shared the…
I’ve secured the…
Business Case Internal Approvals and Delivered Proposal
Mutual Close Plan Project Implementation Plan
Budget Pricing Agreement from Customer
Sales References T&C’s Agreement from Customer
I’ve received the…
Final Proposal Agreement from Customer
Confirmation thatCustomer PO and
Signatures in Process
Standard Sales Stages Drives App Rigor
Standardized, Real-Time Reporting3
Managers enter their sales commitments
Sales leaders can add judgment
Execs can see status real time
Managers can inspect anything
Chatter makes inspection easy
If it’s not in the App, it doesnot exist
Easy forecast performance tracking
Einstein analytics for predictive forecasting in real time
Comparison against historical trending
Ability to model assumptions
Managers and AEs have consistent pipeline and forecast views in Lightning
Salesforce Lightning Einstein Analytics
Opportunity scoring to assess upside and risk
FP&A and Executive leadership view Einstein Analytics to scenario plan
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