sales b2b start ups
TRANSCRIPT
Sales management for b2b start ups
May 2016
@ CE-Sales Consulting March 2016
1
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
@ CE-Sales Consulting March 2016
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
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
4
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
@ CE-Sales Consulting 2016
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
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
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
8
Channel management scope
Direct sales
Channel assessment
Portfolio
fit
Customers
Cost-benefit
ratio
ads
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
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
9
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
@ CE-Sales Consulting 2016
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….
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
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
13
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
@ CE-Sales Consulting 2016
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
15
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
@ CE-Sales Consulting 2016
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
17
Checklist, tools overview, contact
@ CE-Sales Consulting 2016
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
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
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
http://www.ce-sales-consulting.com
Dr. Manfred Kauffmann
@ CE-Sales Consulting 2016