sales b2b start ups

21
Sales management for b2b start ups May 2016 @ CE-Sales Consulting March 2016

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Page 1: Sales b2b start ups

Sales management for b2b start ups

May 2016

@ CE-Sales Consulting March 2016

Page 2: Sales b2b start ups

1

Agenda

Sales challenges

Sales planning

Customer needs

Customer potential

Sales controlling

@ CE-Sales Consulting March 2016

Page 3: Sales b2b start ups

2

Sales challenges for b2b start ups

Start up competence

Success factorsSales barriers

Challenges

Lead management: turn leads into customers

Develop a convincing value proposition

Adress customer needs and pain areas

Unlock hidden customer potential

Entrepreneurship

Engagement

Pragmatism

Just do it (MVP-approach)

Lack of investment in sales

Too much emphasis on product and features

No convincing value proposition

Sales actions are not implemented

Sales planning with budget, resources

Customer need and pain area analysis

Dedicated sales management team

Implement action plan and review actions

@ CE-Sales Consulting 2016

Page 4: Sales b2b start ups

3

Sales management evolution @start ups: go to next level

no sales planning

no lead management

best practices

focus on products

sales planning

focus on marketing

governance

tools and processes

Phase 1:

trial and error

Phase 2:

collectors

Phase 3:

farmer and hunter

Phase 4:

kingdom

Phase 5:

nation building

sales performance

management

sales management

excellence

sales skills sales management roadmap

start up in planning < 1 year 1 - 3 years > 3 years

key questions:

• my first customer?

• the best channel?

• tead generation?

key questions:

• sales controlling?

• sales team management?

• budget?

key questions :

• International sales?

• tools, Big Data, CRM?

• Incentive and salesbonus ?

@ CE-Sales Consulting 2016

Page 5: Sales b2b start ups

4

Agenda

Sales challenges

Sales planning

Customer needs

Customer potential

Sales controlling

@ CE-Sales Consulting 2016

Page 6: Sales b2b start ups

5

Assess your start up

Target assessment

case study: sales performance auditbest practice: sales performance audit

basic assessment

yes no

Sales targets set up

Customer and market potential

Sales plan approved

Sales strategy implementation

Review sales actions

0

1

2

3

4

5

KundenManagement

Marketing

Support

KPIs

Portfolio

Tools

Start Up 1

Start Up 2

Best Practice

Status Target

Action plan

Sales

management

corporate

revenue

target

by region by channel by product by key

customer

Marketing corporate

target

by region by channel by product by customer

group

Tools IT budget CRM analytics monitoring training

@ CE-Sales Consulting 2016

Page 7: Sales b2b start ups

6

Sales planning framework

Sales planning: framework and building blocks

programms

projects

resourcen

tools

targets

budget

portfolio

customers

marketing

pipeline

management

scorecards / KPIs

market

competitors

financials

customers

value propostion

governanceoperationssales

strategy

corporate

strategy

review

plan

operational

plansales planbusiness plan

@ CE-Sales Consulting 2016

Page 8: Sales b2b start ups

7

Best practice: top down target planning

Corporate targets

Sales targets

by region

by sales manager

by key account

revenue target 16 m

Euro

profit target

20 %

revenue target

12 %

profit target

5 %

target 4 m Euro

profit target

20 %

target 0.5 m Euro

profit target 20%

revenue target

0,1 m Euro

profit target 20%

@ CE-Sales Consulting 2016

Page 9: Sales b2b start ups

8

Channel management scope

Direct sales

Channel assessment

Portfolio

fit

Customers

Cost-benefit

ratio

ads

email

web

Call center

Sales Force

revenue per

contact

costs per

contact

Sales Force Options

Direct Indirect

Agents

Dis

trib

uto

rs

Reta

ilers

Inte

gra

tors

Alli

ance

Advert

isin

g P

rom

otion

Direct

Mail

Tele

mark

eting

Inte

rnet

Non-Sales Force Options

Partner sales

+ -

Direct

Sale

s

Forc

e

Fix costs

scale

scale

Support, service

Risk transfer

Know how tranfer

Traning cost

Lower margins

No direct access to customers

competition

Quality of sales partners

Management

Gross Margin

Direct access to customer

Better communication

Strategic

fit

@ CE-Sales Consulting 2016

Page 10: Sales b2b start ups

9

Agenda

Sales challenges

Sales planning

Customer needs

Customer potential

Sales controlling

@ CE-Sales Consulting 2016

Page 11: Sales b2b start ups

10

Out now: The Startup Comic!

The Adventures of Startup Phil

Episode 1: Cracking the mysterious sales code

This is the story of Phil, a young startup founder and his adventures trying to sell his new product.

The comic explains basic concepts of sales for startups.

The comic is for startup founders, students, marketing, sales professionals and managers,

who have not lost their sense of humor.

Author: Fred Kauffmann, Illustration: Cam Anh Nguyen

Check it out on Amazon (Kindle shop) for digital

download

https://goo.gl/Kdr8dv

Dear slidesharer, just a second….this is an ad….

Page 12: Sales b2b start ups

11

Sales

Customer

Customer assessment

Case study: relationship matrix

Sales and buying process

Customer profiling

Market analysisWho is your customer?

Process analysisBuying behavior ?

Org analysisDecision process?

Need analysisCustomer pain areas?

Channel analysisChannel?

S5

contracting

S4

offer proposal

S3

quality leads

S2

offer solutions

S1

Assess needs

E5

contracting

E4

supplier

selection

E3

solution

selection

E2

solution

research

E1

Pain aera,

needs

Board (CxO)

Delivery

department

2

IT

department

1

Purchase

IT

department

2

Delivery

department

1

Key Decision Maker Influencer

User Approver

@ CE-Sales Consulting 2016

Page 13: Sales b2b start ups

12

Key Accounts: audit your start up

Audit your start up

Case study: KPI share of walletCase study: growth strategy

Audit your key customer

Company strategy, financials

Market challenges i.e. technology, supplier, customers

Organisation chart, decision matrix, purchase process

Purchase volume, suppliers

Share of wallet

Leads, opportunities, wins

Team/resources

Customer relationship matrix

2012 2013 2014 2015 2016 2017

growth

telco customer revenue growth

CAGR 10%

10

50

30

10

70

20

10

Share of Wallet (%)

Basic Services

Share of Wallet (%)

New Services

start up competitor 1 competitor 2 competitor 3

New portfolio services

Standard services

@ CE-Sales Consulting 2016

Page 14: Sales b2b start ups

13

Agenda

Sales challenges

Sales planning

Customer needs

Customer potential

Sales controlling

@ CE-Sales Consulting 2016

Page 15: Sales b2b start ups

14

Adress customer potential: your account strategy

account business plan

case study: action plancase study: financials

account business development

sales strategy (short, medium, long term)

partner strategy

portfolio strategy

financials

budget

resources and team

actions

roles and responsibilities

0

50

100

150

200

250

2013 2014 2015

m E

uro

Action Plan 2016

2016Actions Q1 Q2 Q3 Q4

CustomerRelationship

Decision Process

Business Challenges

Customer Marketing

Developement new business

Competitor Profils

Partner Program

Innovation Gap Analysis

Delivery

Improve Delivery

@ CE-Sales Consulting 2016

Page 16: Sales b2b start ups

15

Agenda

Sales challenges

Sales planning

Customer needs

Customer potential

Sales controlling

@ CE-Sales Consulting 2016

Page 17: Sales b2b start ups

16

Number of projects

150

80

60

40

20

7

Sales controlling

Sales Pull

Sales Push

lead sources and contacs,

i.e. cold calls, social selling,

website, social media, others

KPIs: forecast revenue, win rate, win/loss

analysis, weighted/unweighted pipeline

volume

S1 Contacts

S2 Qualified Leads

S3 Opportunities

S4 Proposals

S5 Contracting

S6 Wins

sales stages

@ CE-Sales Consulting 2016

Page 18: Sales b2b start ups

17

Checklist, tools overview, contact

@ CE-Sales Consulting 2016

Page 19: Sales b2b start ups

18

Get leads and customers: Lead source Checklist

Lead sources

Checklist

yes no

Advertising (online)

Partner and alliances

Webinars, workshops

Advertising (offline)

Public Relations

Sponsoring

Networking

Website

Communities, Blogs

training programs

Referrals

Industry portals

Press reports

Your events

Congress, fairs

Page 20: Sales b2b start ups

19

Productivity tools for start ups

CRM

Agile CRM

SugarCRM

SalesForce.com

Pipedrive

Base

Marketing

Google AdSense

Switchrus

Analytics

Google Analytics .

Kissmetrics

Clicky

Chartbeat

Competition

TechCrunch

VentureBeat

Entrepreneur.com

Forbes

Email Marketing

Madmimi

Activecampaign

Sendgrid

Mailchimp

Real World

MethodKit

Communication

Hall

Page 21: Sales b2b start ups

20

CE-Salesconsulting

Management

Consulting

Sales and Account Management

Business Development

Business Strategy

Partner Management

Business Coaching

Interim Management

Project and Programm Management

Phone + 49-89-66 81 12

Mobil + 49-170-773 36 30

[email protected]

http://www.ce-sales-consulting.com

Dr. Manfred Kauffmann

@ CE-Sales Consulting 2016