s o p006 chan 091807
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Full session information and video available at successforce.com.TRANSCRIPT
Photocopy Your Best
Katrina Perano, Sungard Data Systems
Carman Chan, Salesforce.com
Sales: Operations & Performance
Safe Harbor Statement
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Agenda
Key Findings from Sales Organizations
Steps to Photocopying your Best
Customer Showcase:
Citysearch
Katrina Perano, Sungard Data Systems
Recap & Summary
Q&A with Speakers
Key Findings
What are the top 3 objectives in 2007 for sales
management? #1 - Increase Revenues – 64%
#2 – Increase Sales Effectiveness – 56.1%
#3 – Increase Market Share – 36.1%
Survey Demographics 1300 professionals directly managing a sales organization
Multiple industries, different geography & varying company size
Topic: Challenges impacting sales performance today
Identical top objectives for past 3 years - TREND
Source: CSO Insights, Sales Performance Optimization, 2007 Survey Results and Analysis
Steps to Photocopying your Best
Increase your revenues by achieving peak Sales Team
performance
How to photocopy your best?Step 1: Definition of an outstanding sales rep
Step 2: Identify key metrics
Step 3: Interpret the data
Step 4: Share the data
Step 5: Drive behaviour change with the data
Salesforce.com is the source for managing and driving
this change
All About Citysearch
• INDUSTRY: Online
• EMPLOYEES: 4,500
• GEOGRAPHY: United States
• # USERS: 350
• PRODUCT(S) USED: Enterprise Edition
Citysearch is a leading online lifestyle guide with information on businesses, from restaurants and spas, to hotels and retail. Citysearch helps people make informed decisions about where to spend their time and money by delivering trusted content – Citysearch currently reaches over 20 million consumers nationwide and was recently recognized by Time Magazine as “One of the Top 25 Sites We Can’t Live Without!”
Key Challenges
Shifting Sales Objectives & New Direction
Growing Sales Organization & Expansion
Understanding Current Behavior
Defining Training & Areas of Focus
Slow Ramp Time For New Hires (60-90 days)
“The Formula”
Defining & Recreating “The Best”
“The Formula”• Desired Sales Team Performance – Where do we
want to be?• Current Sales Team Performance – Where are we?• Activity – How often are they “trying” to sell?• Number New Opportunities “Won” – How many do
they sell?• Selling Price – How much are those Opportunities
worth?• Industry – Where are they coming from?
Ready, Set, GO!
Where did we start?• Historical Performances & Reporting • Compare Metrics of “A” Players vs. “B” and “C” Players • Isolate Areas of Opportunity • Reports & Dashboards
• By Rep, By Market, By Region
Ready, Set, GO!
What next?• Hiring Profile • Training Improvements • Strategy • Personalize
• individual reports, dashboards & development
What were the results?
• Clear expectations & direction
• Better Training & Focus
• New Hire Ramp Time Decreased
• “Cross Pollination”
• Improved Direction & Performance In Expansion Markets
• Increased Income
Key Take-Aways
Isolate your Key Metrics as a Sales
Manager
Define your “Top Performers”
Own the Process
Build the reports and dashboards
Be a “Scientist”
Katrina Perano
Marketing Operations, EMEA & APAC
SunGard Data Systems
Global leader in integrated software and IT Services 25k customers in over 50 countries
including the world's 50 largest financial services companies
Supply solutions to the financial services industry, higher education and the public sector
Provide solutions to information dependant enterprises of all types to maintain the continuity of their business through information availability services
Privately Owned Company Annual revenue of $4 billion
Global infrastructure spanning 50+ business units
INDUSTRY: Software & IT Services
EMPLOYEES: 16000
GEOGRAPHY: Global
PRODUCT(S) USED: SFA, Service & Support, 3 AppExchange Applications
# USERS: 1000+
What Defines a Best Sales Rep?
Uses SFDC to manage their pipeline not only to satisfy management, i.e.: Has key reports to know what deals to focus on – big deals, deals
closing this month, new hot leads
Integrates with Outlook/Notes to prioritize daily activities and have account details at his fingertips
Quick to log notes after meetings
Logs in daily!
Uses SFDC as a resource and “wears their SunGard hat”, i.e.: Leverages key data and reports to know…
• What SunGard products does the account own?
• Who is currently meeting with this account?
• Is this a Global (GAM) account?
• Is there a cross-sell opportunity?
What are the Key Metrics?
Performance
Sales closed this FQ/YTD versus quota
Pipeline forecast
Cross-sell referrals
Adoption
Open opps with expired close dates
Early stage opps with close dates this FQ
New business opps created at a late stage
Late stage deals with no amount
*Adoption metrics sent monthly to BU Executives
Focus on Activity Data
The progress (or lack of progress) of a deal should be
evident in the activities
Activity best practices:
Use Log a Call for client meetings, calls, demos and proposals,
mandatory for GAM accounts and cross-sell referrals
Provide a short summary of the next milestone in Next Steps
Leverage Outlook/Notes Edition to associate calendar entries and
emails to opportunities
* Reports used for weekly sales calls include Next Steps and
Activity History
What Does the Data Mean?
Collaboration – easy to identify cross-sell and solution sell
opportunities, “One face to our customers”
Communication – management can always report on the
pipeline and forecast
Efficiency – easy to identify where your focus should be and
leverage the resources on SFDC for execution
Awareness – competitor’s strengths and weaknesses
become obvious allowing for better product focus and
marketing
How to View the Data - Reports
“My” Quick Reports – links on the
homepage to key reports
Business Unit Report Folders – sales
team reports show you where you are
compared to the team and always know
what management is seeing so no
surprises on weekly sales calls
How to View the Data - Dashboards
Sales Team Dashboard
How to View the Data - Dashboards
Adoption Dashboard
How to View the Data - Dashboards
Cross-Sell Referral Dashboard
How to Use the Data to Drive Behavior
Only use SFDC reports to run weekly sales calls
“If it’s not in SFDC it doesn’t exist.”
Display individual sales performance on team
dashboards
Use SFDC to drive commissions
Enforce adoption metrics through executive
support
Key Take-Aways
By in by Senior Executives
Make SFDC a Resource
Know what you want defined
i.e. what is the important information
Create Mandatory fields
Flexible
Keep requirements simple
Involve Sales Managers in the process
Summary & Recap
Applicable for new hires and existing sales reps
Develop a “formula”
Increase collaboration & cross selling opportunities
Use reports and dashboards
Sales Management Involvement is Key
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Questions & Answers
Katrina PeranoMarketing Operations, EMEA & APAC
Carman ChanCustomer Success Manager