sales force europe (sfe) slush conference 2014 presentation- finland nov 18
TRANSCRIPT
Sales Force Europe (SFE)
Scaling B2B Software Sales in EMEA
Copyright © Sales Force Europe 2014
Rick Pizzoli, CEO and Founder
November 18th, 2014
You’ve spent years developing your technology and building your company…
Question:
How much Time have you given to
Planning Sales?
Copyright © Sales Force Europe 2014
SFE Company Overview • International team founded in 2003 • Brought 100+ tech companies to International Markets
• Consisting of 60 in-country on-demand ‘Account Directors’
• Full Service Professional Sales from strategy to closing deals
• Focus Verticals: − Enterprise SaaS − Telco − Channel − Consumer Electronics
Copyright © Sales Force Europe 2014
Current US Clients
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Current Finnish Clients
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WHY expand beyond the home market ?
Stable Revenue Growth
Time
Growth
H o m e M a r k e t
New Services
I n t e r n a t i o n a l
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Expansion Room
H o m e M a r k e t
Additional Functions
Products & Functions
expansion
core I n te rna t i ona l
NEW APPLICATIONS
New Customers
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C O M P E T I T I O N
International
WHEN to ‘go international?’
WHEN to Expand
1) Established in Home Region
2) Management & Investor Commitment
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WHEN to Expand
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Developing & Implementing … to Packaged Solution
WHEN to Expand
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From Founders ‘selling’ …
to Professional Sales
WHERE to go?
?
WHERE To Go
• Make a Plan! – Current clients / demand?
– Test Markets / Improve Pitch
– Accessible markets first, time zones matter
• At launch…. Engage! – Give it time … it takes a year
?
WHERE To Go
What NOT TO DO
• ‘Elephant hunting’
• Over-invest in a new region before proven
• Follow / imitate the pack
Plan --- Prepare --- Test --- and only then Invest
?
Strategic Options
1. Sell Direct from Home Country
2. Sign Local Channels
3. Set Up Foreign Offices
4. Contract with ‘On-Demand’ Sales Professionals
Strategic Options for Enterprise SW
Faster-to-Market
Lower Risk
Cost Savings
Local Contacts & Support
Benefits: On-Demand (Contract) Model
Sign Team Engage Market ^ First revenues
Contract
6-12 months Time Savings
Faster-to-Market Months 1 - 3 4 - 6 7 - 9 10 - 12 2nd year
Budgeting Rent office Recruit staff Engage Market ^ First revenues
Employment
1 - 3 4 - 6 7 - 9 10 - 12 2nd year
Normal Employment
Contract Team
Commission
Base Fee
LOWER RISKS: Wrong hires; Market not ready; Employment laws; Capital risk; Mgmt & Staff disruption
ROI
COST SAVINGS
• Account Director – Local language, laws & customs – Enterprise & Channel contacts & influence
• Sales Agency support – Local Management with Contacts – Local Marketing support – Local SEs
Local Contacts & Support
It takes a Village …
Case Study
• Social platform for Publishers and Brands
• Engaged SFE team in May 2013
• Laser focused on Publishers, SFE team Qualified for that Vertical
• Beat competition, now dominate the market
300% ROI Delivered from Day 1, including all costs
Copyright © Sales Force Europe 2014
