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Accenture Sales Transformation Practical Solutions for Complex Challenges

Accenture Sales Transformation

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Accenture Sales TransformationPractical Solutions for Complex Challenges

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Faced with intense business challenges—increasedearnings pressure, more discriminating buyers,globalization and industry convergence—companies everywhere are struggling to managecosts and ward off competitors while maintainingprofitable growth.

Today’s sales challenges

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Today’s tough business environment,in fact, has revealed gaps in therevenue-generating capabilities atmany companies—issues that could beignored in yesterday’s growth market,but which now present criticalperformance challenges:• Poor alignment between the

allocation of selling resources andthe most promising revenueopportunities.

• Inconsistent or uninformed salesforce behavior, coupled withineffective approaches tomonitoring and improving salesforce performance.

• Inadequate operating capabilitiesand limited ability to make andmanage investments in the newcapabilities needed to improve salesperformance.

Even as the economy improves, thesechallenges will continue to limit

growth and undermine competitivepositioning. No matter how much acompany invests in defining newmarkets or generating new leads, itstill depends on a focused, competentsales force to translate theseopportunities into revenue.

While selling is undoubtedly moredifficult today, sales do happen. Thetrick is making sure they happenefficiently and cost-effectively, withthe most revenue impact possible. Toproduce these results, manycompanies now need to change theway they sell—not only how they sell,but sometimes even what they selland to whom.

Accenture SalesTransformationAccenture offers an end-to-endsolution that quickly and effectivelyrevitalizes your organization’s selling

capabilities, helping you produceresults that matter along a broadspectrum of performance goals—suchas refocusing from sales volume tosales margin, shifting from sellingproducts to selling solutions, reducingthe cost of sales as a percent of totalrevenue or other business objectives.

Our Sales Transformation solutionembodies years of experience inhelping thousands of clients revitalizetheir customer-facing capabilities.We have distilled this expertise intoinnovative solution components thatproduce a consistent, predictableimpact on selling performance. Thesemethods, tools and similar resourcesequip your sales organization withthe capabilities it needs to optimizerevenue impact and operatingeffectiveness—more sophisticatedmarket segmentation and analysis, forexample; better pipeline

Accenture offers an end-to-endsolution that quickly and effectivelyrevitalizes your organization’sselling capabilities.

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management, more effectivetraining, advanced performancemanagement tools and much more.Our client teams customize thesecapabilities to satisfy your specificbusiness requirements, andimplement them with optimalquality, speed and cost by leveraginga global network of deliveryresources.

Mastering sales performanceAccenture helps you master today’scomplex selling challenges byaddressing each of the keycharacteristics of high-performancesales organizations:• The alignment of sales people and

programs with customers with thehighest probability of buying andchannels likely to provide the bestmargins.

• The definition of sales forcebehaviors that support the sales

strategy, and reinforcing thesebehaviors through advancedtraining techniques, performancemanagement processes, metrics,compensation and rewardssystems, hiring practices andsourcing models.

• The design and delivery ofprocesses, tools and othercapabilities that enable moreeffective sales organizations,beginning with the customer dataanalytics that the salesorganization needs in order toidentify the best opportunities,channels and sales tactics.

As a result of this holistic approach,Accenture can enable top-linegrowth in addition to reducingoperational costs, helping to createmore corporate value over the longterm:• Sell more, by delivering more

overall revenue, more revenue peremployee and more revenue persales representative.

• Sell more strategically, by targetinglarger companies and C-level buyers, and expanding salesinto new territories and withinexisting accounts.

• Sell more efficiently, by reducingclients’ cost to sell while sustainingrevenue.

Our approach is realistic as well asvalue-driven. We work in partnershipwith our clients and hold ourselvesresponsible for results. We areconfident in our ability to producesignificant, sustainable impact on ourclients’ selling performance becauseof the combined power of our uniquesolution assets and deep experience.

Accenture Sales Transformationencompasses each of the key

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elements that enable companies to accelerate theperformance of their sales organizations: • Insight to action – This involves taking customer insight

produced through customer data management andanalytics and translating it into more profitable sellingactivities, such as target list development, accountplanning and offering definition. Accenture has helpedBouygues Telecom, for example, increase profitability bycreating and acting on rich insights into customers. (Formore about Bouygues Telecom, see page 10.)

• Marketing strategy and support – Optimized strategyrequires unique capabilities for developing deep customerinsight into the best sources of new revenue. Accentureanalytical models helped the software company BEA, forexample, double in one year the number of large deals itsuccessfully closed.

• Sales strategy and organization – To translate theseinsights into profitable sales interactions, Accenture alsohelps clients realign selling resources to the right buyers,adjust sales methods to reflect the target customer’sbuying processes, and customize sales messages andsolutions accordingly. Accenture helped a leadingmanufacturer boost overall sales revenue and customer

profitability by developing an improved sales strategy andaccount plan.

• Behavior and performance – Accenture improvesworkforce performance by addressing traditionalperformance issues, such as compensation, incentives andclassroom training, and by incorporating innovativelearning techniques that simulate real work environments.At British Telecom, the total value of all rental contractsincreased by 220 percent after completion of theperformance simulation course. (For more about BritishTelecom, see page 10.)

• Processes and metrics – Accenture also helps companiesdesign and implement more consistent, repeatable,predictable and measurable processes for management,account planning and forecasting. The results optimizeselling effectiveness and make it easier to manage thesales effort across the company.

• Applications and tools – Accenture provides critical salessupport by leveraging advanced technologies, such assales portals. At Cisco, for example, innovative tools suchas a personalized, Web-based portal aggregated business-critical information—including applications, referenceinformation and online services—for real-time access. (Formore about Cisco, see page 10.)

Customer

Marketing Strategy and Support• Customer and Partner Segmentation• Offering Model• Channel Mix• Marketing Collateral• Campaigns/Leads• New Product Launch

Applications and Tools• Sales Automation• Sales/Partner Portal• Incentive Management• Partner Relationship Management• Analytics and Modeling• Sales Management Dashboard• Emerging Technology (Handheld, Wireless, Tablets)• Collaboration Tools

Behavior and Performance• Sales Force/Partner Recruitment• Learning• Knowledge Management• Performance Management• Incentive Compensation

• Target Accounts• Propensity to Buy/Defect Models• "Reach and Frequency" • Upsell/Cross Sell • Prioritized Opportunity Pipeline• Account Alerts• Sales Process Advisor/Coach

Sales Strategy and Organization• Channel Size and Structure • Territory Realignment• Roles and Responsibilities• Account Coverage• Engagement Rules• Sales Approach and Methodology• Compensation Strategy and Design

• Account Planning • Lead/Opportunity Management• Forecasting• Order Management• Post Sales Support• Process Metrics

Processes and Metrics

Insight to Action

Customer

Sales

Opera

tions

Insight

Accenture Sales Transformation frameworkThe Accenture Sales Transformation framework helps companies achieve the increased performance demands placed on thesales organization to sell more, sell higher and sell more efficiently.

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• Customer insight – Technologyalone will not help salespeople sellmore. Customer data will, however,if translated from raw informationinto meaningful insight. Accenturehelps companies use data toquantify the intent to buy, and theninfuses this intelligence into thesales organization andinfrastructure.

• Sales operations – Accenture alsohelps clients conceive and executethe operating model that makes themost strategic and business sensefor their sales organization.Accenture helped Biogen, forexample, scale and globalize sellingcapabilities to support thecompany’s growth strategies. (Formore about Biogen, see page 11.)

The Accenture differenceFor organizations seeking rapidimprovement in sales performance,

Accenture has pioneered innovativecapabilities that provide significant,quantifiable value quickly and withminimal risk. Our packaged solutioncomponents distill insight andexperience amassed throughthousands of sales transformation andcustomer relationship managementprojects. These components include:• Value targeting tools help clients

identify and measure the value theycan expect to achieve from specificperformance improvements, in orderto establish the business case forparticular investments and aroadmap for implementing newcapabilities.

• Capability assessment tools help toidentify the specific capabilities anorganization needs to develop orimprove, and the scope andsophistication of these capabilitiesneeded to meet the value targetsthey have defined.

• Performance benchmarks andmetrics use data collected frommultiple companies to help clientsassess their current level ofperformance against prevailingindustry standards, and to gaugethe impact of specific capabilitieson their business performance.

• The Accenture Customer InsightFactory provides rapid access tomarket-leading experience incustomer insight technologies,models and scalable infrastructures,helping our clients build deepinsight into customer behaviors andpreferences.

• Performance simulation capabilitieshelp sales people quickly deepenselling skills by using simulatedsituations presented on demandthrough sophisticated multimediainterfaces.

• Accenture Delivery Centers offerhigh-quality solution development

Accenture has pioneered innovativecapabilities that provide significant,quantifiable value quickly and withminimal risk.

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and delivery capabilities to clients, at the best possibleprice point.

• Relationships with leading technology companiesstrengthen Accenture capabilities in sales transformationand extend our capacity to produce results.

Executing with excellenceOperational issues often limit the impact of new customerrelationship management investments. Even advancedcapabilities can be hindered by functional silos or aging ITplatforms. Likewise, a well-trained workforce may havedifficulty making the transition to new selling approaches. To keep operational issues such as these from underminingour clients’ investment in transformation, we offer a widerange of operational solutions—including outsourcing—thatminimize the risk of change, keep pace with leading-edgetechnology and provide the flexibility to scale capacitywithout adding resources. We also help clients acquiretransformational selling capabilities through a variety offinancial models, including gain-sharing and otherincentive-based arrangements. And in every relationshipstructure, we take accountability for benefits and share inthe risks.

All in all, a commitment from Accenture means that a salestransformation initiative will realize real business benefit.

Creating high-performance sales organizationsBouygues TelecomBouygues teamed with Accenture to help transform itsbusiness to new levels of high performance usingAccenture’s extensive experience in IT to create andimmediately act upon customer and business insights withinthe telecommunications industry.

The retention program was the first of its kind for a mobiletelephony business in France. With new processes andtechnology, Bouygues can more narrowly define itscustomer clusters, conduct more granular analyses ofcustomer data, make more accurate predictions of customerbehavior, and personalize its marketing campaigns andmessages. Furthermore, the company can now moreaccurately identify the return on investment andcost/response ratios for each marketing campaign.

These new capabilities have translated into a number ofhigh-performance business results for Bouygues. Thenumber of customer contacts is up 450 percent, the

accuracy of segmentation has tripled, and the time neededto create and execute a marketing campaign has beenreduced by 75 percent.

Cisco SystemsAfter 10 years of rapid growth, Cisco Systems, theworldwide leader in Internet networking, found itself withmany non-standard systems and processes within its salesorganization. For example, each region had its own methodof targeting customer accounts. Functional silos within theorganization made it difficult for people to collaborate.Customer information was underutilized.

The answer for Cisco was a global, two-year initiativedesigned and executed to: • Improve efficiency in the sales processes by providing all

the information needed to perform day-to-day activitiesin a single place.

• Drive effectiveness. By better understanding the salessituation, sales teams are able to produce a better returnon the time and effort invested in selling.

• Provide new customer insight capabilities, which helpedaccount managers better understand their customers, andtheir potential sales and service opportunities.

At the heart of the project is a dynamic, personalized Web-based portal that integrates the business-criticalinformation Cisco salespeople need—online services,applications and information—and displays it to them in realtime in one location. Thousands of field representatives nowuse this capability to manage their accounts moreeffectively, thereby enhancing a customer’s experience withCisco. Cisco research shows that the top users of the portalconvert more leads to sales and reach a higher percentageof their annual sales goals. The portal also has helped Ciscoimprove customer satisfaction by streamlining andaccelerating interactions. It is eliminating time-consumingand non-productive tasks, such as following up on salescredits, and also is addressing hundreds of data accuracyissues by ensuring more consistent data capture andmanagement across the organization. Other functions, suchas manufacturing, finance and Cisco’s business units, alsoare seeing performance benefits from more relevant andtimely data to support business decisions.

British TelecomBritish Telecom’s sales transformation initiative was acomprehensive eLearning program that catalyzed advance

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sales knowledge and skills across a user base of 17,000people. The success of the program contributed to thedoubling of conversion rates for some products.

Accenture and British Telecom (BT) also worked together toidentify a unique style of best practice behaviors andprinciples that are providing consistency and transparencyacross the organization. More than 2,000 employees arenow accredited to manage complex opportunitiesconsistently, using a Target Account Selling methodologythat currently underpins up to £10 billion (US$18.5 billion)worth of sales opportunity pipeline.

Sales transformation at BT then turned to the need toreplace a myriad of different fragmented sales managementsystems with a single, 360-degree view of the customer. BTand Accenture worked to implement a new, end-to-endprocess and system using Siebel-based applications forcontact and client relationship management. BT logs allcustomer interactions, which now exceed 4.5 million; dataquality has improved from 70 percent to 97 percent in sixmonths; and more than 300,000 opportunities areregistered on the internationally accessed end-to-endplatform. In addition, BT can also:• Generate more sales. Using tailored, interactive

performance simulation techniques, consumer advisorsconverted 102 percent more sales calls than those in thecontrol group not using eXperience (comprehensive e-learning program developed by Accenture, allowsemployees to participate via their own computers, learnfrom mistakes and practice real-life conversations in asafe environment).

• Achieve significant levels of new revenue. People whoparticipated in the eLearning solution significantlyincreased their sales performance. For example, 40percent of field engineers in Northern Ireland used theknowledge gained during the program to open dialogueswith potential customers and, just a few monthsafterward, 24 percent had already generated strong salesleads.

BiogenBiogen, Inc. is the world’s oldest independent biotechnologycompany and a leader in biopharmaceutical research,development and manufacturing. While preparing to launcha new project, Biogen realized it needed to scale itscustomer relationship management processes and systemsto handle multiple products, and integrate these systems

across operating locations. These two goals—scalability andglobalizing customer relationship management capabilities—represented a significant challenge, and Biogen turned toAccenture, for help. Accenture quickly assembled a globalteam to develop a multi-product sales and service strategy,and help Biogen implement that strategy throughstandardized processes and infrastructures.

Working together, Accenture and the biotech leaderdeveloped a solution that helps Biogen’s sales force betterunderstand customer needs and target services tosegmented customer groups. A new analytical tool, based onapplication software from Siebel Systems, now gives Biogenexecutives the comprehensive intelligence they need toperform detailed analyses of market opportunities and salesforce activities.

Accenture also helped establish a medical information callcenter and a customized data warehouse, which Biogenuses to capture, share and analyze critical information—internally and externally—on a global basis. Additionalcapabilities enable Biogen to distribute sales reports toremote field sales representatives, while handheld devicesallow these representatives to access and enter relevantcustomer information—key business functions that can nowbe completed quickly and easily.

With Accenture’s help, Biogen has developed acomprehensive capability that enhances selling performancewhile helping the company to manage and track patientcare in a new multi-product environment. The projectsucceeded based on the strength of Accenture’scommitment to Biogen’s customer service and salesorganization, and Accenture’s understanding of Biogen’sunique business model.

Copyright © 2004 Accenture. All rights reserved.

Accenture, its logo, and High Performance Delivered aretrademarks of Accenture.

About AccentureAccenture is a global management consulting, technologyservices and outsourcing company. Committed to deliveringinnovation, Accenture collaborates with its clients to helpthem become high-performance businesses andgovernments. With deep industry and business processexpertise, broad global resources and a proven track record,Accenture can mobilize the right people, skills, andtechnologies to help clients improve their performance.With approximately 90,000 people in 48 countries, thecompany generated net revenues of US$11.8 billion for thefiscal year ended August 31, 2003. Its home page iswww.accenture.com.

Accenture has helped many organizations improve sellingperformance and deliver significant shareholder value bydesigning and executing innovative solutions such as these.For more information about how Accenture can transformsales performance at your organization, contact: Eric P. Gist, Los Angeles+1 310 726 [email protected] G. Miller, Kansas City+1 913 319 [email protected] K. Jain, Chicago+1 312 693 [email protected]