Account Planning Guide_051915.pdf

New SFDC:

Account PlanningGetting Started – Detailed Instructions for Building Account Plans in Salesforce.com

Account Planning Setup Guide

Table of Contents

Introduction• Why use the new Account Planning Tool?• Roles & Rules

Setup Instructions• Account Planning Process & Guidance• Account Research & Discovery• Account Plan Tab in SFDC• Plan Setup• Populating the Opportunity Map• Building Political Maps• Build Strategy Maps• Creating Objectives & Actions

Account Planning Introduction

Why Account Planning?

• Maximize Revenue from Key Accounts

• Improve Sales Productivity

• Collaborate to Identify More Opportunities

• Better Navigate Your Buyer’s Organization

• Document & Execute on Account Objectives

• Find & Win More Valuable Opportunities

• Save Time

Success Metrics:Adoption of the New Account Planning Tool

1. Field completes Operational Excellence Enablement Module & Assessment

2. Account Plans then created for all Tier 1, 2A & Global Accounts (led & owned by Account Managers).

3. Account Plans should include:

• Account Plan Team Members (your Ecosystem)

• Opportunity Map with Potential Opportunities Identified

• Political Map(s)

• Account Objectives & Supporting Actions

• Plan Details

4. Sales Leaders include Account Planning topic in Staff/Sales/QSR Meetings

5. Sales Manager verifies completion and completes Operational Excellence Enablement Check List

6. AM earns Operational Excellence Badge

7. Regular reviews should be conducted at least quarterly

Key Questions:

• Are you using the tool to collaborate with your Ecosystem?

• Are you identifying new potential opportunities?

• Are you converting potential opportunities to Pipeline and Won Business?

• Are you mapping your Customer’s Political & Org Structure?

• Did you identify Objectives & Supporting Actions?

The Essentials: What does a good Account Plan include?

Account Planning Team – Includes core members of the Sales Ecosystem on

the Account Planning Team

Opportunity Map: Potential Opportunities identified on the Opportunity Map

Current ‘Active’ opportunities mapped

Plan Details: Executive Summary complete

Contract & Renewal Summary including unique terms in current agreement

Customer Business Priorities

Strategic Initiatives

Product Line Adoption – How are we doing within each ESO PL?

Customer Success & Value Realization details started

Political Map created identifying Champions, EB, Enemies, etc.

Objectives & Actions – Are meaningful Objectives defined for the account

along with supporting Actions?

Account Planning Roles & Expectations

Own the Plan & Strategy

• Complete Enablement

• Collaborate & Build Account Plan(s) starting now & each FY

• Identify & Qualify Opportunities

• Review & Update Account Plan(s) at least quarterly

ACCOUNT MANAGERS SALES ECOSYSTEM SALES MANAGERS SALES EXECUTIVES

Support the Plan & Strategy

• Complete Enablement

• Collaborate & Help Build Account Plan(s)

• Identify & Qualify Opportunities

• Complete Assigned Actions

• Assist Review & Updates

• Ecosystem includes PL Specialists, TAMs, SCs, BVCs, Renewals, Partner Managers, Services, CSMs, etc.

Champion the Process & Tool

• Complete Check List

• Support the Planning Process

• Facilitate Account Plan Reviews & Include as Key Topic in Staff/Sales Meetings

• Help Prioritize Accounts (outside of T1/2A)

• Inspect – 1) No longer accept Plans in any other format 2) monitor enablement & plan creation

Champion the Process & Tool

• Promote Wins & Best Practices

• Facilitate Account Plan Reviews & Include as Key Topic in Staff/Sales Meetings

• Inspect – 1) No longer accept Plans in any other format 2) monitor enablement & plan creation


Getting Started


Table of Contents

Introduction• Why use the new Account Planning Tool?• Roles & Rules

Setup Instructions• Account Planning Process & Guidance• Account Research & Discovery• Account Plan Tab in SFDC• Plan Setup• Populating the Opportunity Map• Building Political Maps• Plan Details• Creating Objectives & Actions• Build Strategy Maps

Step Overview

Prepare

“Prepare” is the first step in the Account Planning process and is comprised of the upfront activities required by the account team to 1) LEARN how to use the Account Plan tool and 2) RESEARCH your customers business in preparation for building your Account Plan.

Resources: Account Planning Setup Guide, eLearning; Account Research & discovery, previous plans. Chatter Group, Plan Name, Account Team Identified.

Build

“Build” is the second step in the Account Planning process where the straw man plan is fully built out, using the research insight gained in Prepare, and the insight of your account team and sales leadership. Account Plans should be built each FY. GET THE TEAM TOGETHER & COLLABORATE!

Resources: Ecosystem, Account Planning Setup Guide, eLearning

Execute

“Execute” is the third step in the Account Planning process, and is a step that is ongoing after the Build takes place. ACCOUNT TEAM MEETS REGULARLY to review status of Objectives and Actions to drive forward progress at all times, holding each other accountable for the success of the plan.

Resources: Ecosystem; Schedule checkpoint meetings on your planned Objectives and Actions, and any changes within the account since previous meeting.

Inspect

“Inspect” is the fourth step in the Account Planning process, and is a critical step to ensuring that the plan stays up to date based on new information, critical events, and leadership inputs. QUARTERLY REVIEWS for completeness and outputs (Account Plans created, Potential Opportunities, Completeness & Content)

Utilize Sales Management & collaborative Peer Reviews to inspect and improve your account plan

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Four Step Account Planning Cadence

Effective Account Planning

• The Account Manager owns the Account Planning process

• Identify & engage your Sales Support Ecosystem

• Divide the account into manageable Units or Buying Centers for focus

• Research and strategize with your Ecosystem around those account units

• Prioritize the account units and Areas of Focus (account divisions, product lines, people, etc.)

• Identify and Create Potential Opportunities

• Prioritize those opportunities based on Mutual Value for BMC & the account

• Collaborate with your ecosystem to manage and win opportunities

• Ensure your account realizes value in their BMC investment

Plan Structure

Account Planning Teams will:

– Document account insights in Plan Details and use as a single collaborative repository for all account-related intelligence.

– Identify Potential Opportunities and highlighting existing opportunities to view White Space & PL coverage, competitor presence & planned revenue in the Opportunity Map.

– Use the Political Map to document, build, develop and sustain long term Relationships with key players at the account

– Document Objectives & Actions within the Account Plan and complete assigned Actions.

– Use Chatter to facilitate online team discussions and collaboration.

– Engage in Manager & Peer Reviews to sharpen and improve the Account Plan.

Preparing: Account Research & Discovery

Account Research tab in SFDC

Includes:• Bookings History• License Inventory• Contract Documents

Additional internal resources include other members of your Sales Support Ecosystem:• Sales Order Service (SOS)• Legal/Contract Analysts• PL Specialists/SCs/TAMs/CSMs/Renewals/Etc.• Previous Account Plans

Internal External

• Yahoo Finance / Google• Company News Headlines

• LinkedIn• Company Investor Relations sites• Financial Reports• Annual Reports, 10Ks, 10-Qs• Stock News

Finding the new ‘Account Plans’ tab

In SFDC, click on the ‘+’ sign to the right of your tabs

Move it to the ‘Selected Tabs’ and then move it up the list to a more visible position

Go to ‘Customize My Tabs’ then find and select ‘Account Plans’ in the ‘Available Tabs’ list

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Account Plan Setup

New Plan Setup

On the ‘Account Plans’ tab, select ‘New Account’ Plan

Plan Timeframe & Revenue Target

Set to current Fiscal Year (e.g. for FY15, select 1-Apr-2014 to 31-Mar-2015

Set an initial Revenue Target for the Account/Plan

Plan Name

Naming Convention:Account Name – Country/Region – AM Last Name(e.g. USAA – NA West – Cashiola, Telecom Italia – Italy – Marengo)*If the account is jointly managed by ESO & ZST, you can include the last name of both AMs (e.g. Tallent/Cashiola). For US Accts, include Geo instead of country (i.e. NA Federal, NA West, NA East)

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Save

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Select Type ‘Target Account Plan’ and Link to Account Chatter Group (if exists)

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Note: In FY16, you will simply ‘Clone’ and update your FY15 Account Plan. As you have multiple plans over the years, previous can be set to inactive and current will be ‘Active’

Access Setup Screen

Once you’ve ‘Saved’ your Account Plan, you can access the Plan Setup screen two ways: 1) Click the gear icon on the home screen or2) Click the gear icon within the Account Plan

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Plan Setup (Continued)

Solutions = BMC Product Lines

Click and drag all 7 Product Lines over to the ‘Selected’ column. Group the ESO and ZST PLs together.

Adding Account Plan Team Members

1) Click the ‘Team’ tab2) Select ‘New’ 3) ‘Search’ by name4) Select the individual5) Save6) Repeat for additional

team members

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Note: The ‘Team’ is your Account Planning team. Made up of your Account Team and Sales Ecosystem supporting the account and the Account Planning process (can include PL Specialists, Renewals, TAMs, CSMs, BVC, SCs, etc.

Setting Up Plan Units – Buying Centers

Populating the Opportunity Map

Opportunity Map: Mapping BMC Opportunities by Product Line Across Your Account Units

Adding Potential Opportunities

Click within a section (the relevant PL and Unit) to add a Potential Opportunity

Click on the ‘Potential’ tabName the OpportunityEnter the Potential Amount

Note: Potential Opportunities DO NOT show up in pipeline.

Importing Opportunities to the Opportunity Map

Qualifying (Converting) Potential Opportunities to ACTUAL Opportunities in Your Pipeline

Click on the ‘Potential Opportuntiy’ you wish to ‘Qualify’ or convert to an ACTUAL opportunity in your pipeline.

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Note: Potential Opportunities DO NOT show up in pipeline. Once you Qualify a Potential Opportunity it will be created as a new opportunity in your SFDC pipeline.

Click the ‘check box’ icon to convert/qualify

Complete the required fields to create your actual opportunity

Select the Account Name of the relevant Plan Unit

Click ‘Qualify’ to convert to a new opportunity in SFDC.

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Your new oppty will move to the open line

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Consulting Services Opportunities:Option for showing Services Deals Separately on the Opportunity Map

Then simply import and drag the relevant services Opptys to the ‘Services’ Unit on the Oppty Map

Note: This is an optional step that is only required if you wish to separate Services opptysfrom your New/Renewal Opptys on the OpptyMap. The individual Services opptys will align to their associated solution areas (PLs).

Click on the ‘Settings’ icon to create a new separate ‘Services’ Unit. Add all relevant CSNs to the Unit (Account Grouping). Refer to the ‘Unit’ setup instructions as needed.

The ‘Services’ Unit will then appear on the Oppty Map.

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Showing Competitive Presence on your Opportunity Map

Click on the Unit/Product Line section you wish to ‘Block’ and identify a competitor’s presence.

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Click on ‘Block’ and input the competitor’s name

Close and save by clicking ‘Block’ then ‘X’

Competitor presence is now noted on the Oppty Map

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Tagging Level of Relationship by Account/Plan Unit

On the Oppty Map, score the ‘Level of Relationship’ at each Account/Plan Unit? • Is it Unknown (default)?• Are we simply a Vendor?• Are we a Credible Source?• Problem Solver?• Or are we perceived as a

Trusted Advisor helping to solve their largest business pain and supporting strategic initiatives?

Building Political Maps

Building Political Maps for your Accounts/Buying Centers

On the Oppty Map, Click on the small Org Chart icons to begin building your Political Maps

Building Political Maps for your Accounts/Buying Centers

Expand the window for adding SFDC Contacts to your Political Map.• Advanced Search will show all Contacts

currently associated with the Accounts you’ve added to your Account Plan.

• Create New Contact will allow you to create one that does not yet exist.

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You can now search for specific contacts or select from the existing contacts shown.

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If the contact does not exist, you can create a new Contact

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Click ‘Save’ to show your contacts on the Political Map

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Building Political Maps for your Accounts/Buying Centers (continued)

Click and drag your contacts to show their reporting structure

Select tags to show influence or attributes for your contacts (e.g. C = Champion, E = Economic Buyer, etc.)

For more attribute descriptions or to remove a contact, select the arrow at the top left and click on the associated contact.

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Populating Plan Details


Click on the ‘Plan Details’ tab to begin capturing key Account intelligence and information.

Six (6) core components make up the Plan Detail tab. Each component can be expanded to show the underlying sub-sections and fields for populating your Account intelligence & research.

Note: Collaboration with your Sales Ecosystem is key to populating the Plan Details with the most valuable intelligence. Customer Success, Technical Account Managers, Software Consulting and more should own and support this exercise to truly capture the summary, health and status of the Account.


Expand each section to expose the fields for input and status.

Note: Collaboration with your Sales Ecosystem is key to populating the Plan Details with the most valuable intelligence. Customer Success, Technical Account Managers, Software Consulting and more should own and support this exercise to truly capture the summary, health and status of the Account.

Click on the ‘Edit’ (pencil) icon to enter summary text. You can also attach core supporting documents and store them in each section for sharing across your Account Planning Team.

Select the appropriate status indicator for each section to give a visual summary of your overall Account Plan.

Plan Detail Components

Note: Quality (versus Quantity) & useful Account Intelligence is most relevant here as the single repository for access by your Account Team & Ecosystem.

Creating Objectives & Actions


On the Objectives tab, click ‘Add Objective’ to create an objective related to your Account Plan.

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ITSM & DCA

Note: This functionality allows you to create Objectives and supporting Actions that can be assigned to members of your Account Team. These actions are stored as Tasks in SFDC and progress can be tracked here in the Objectives tab of your Account Plan.

Select the type of Objective and complete the remaining fields. Assign an Owner of the objective. The Owner should be a member of the Account Team.

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Next, you can create and assign supporting Actions (Tasks) for each Objective

Click on the ‘Actions’ tab and ‘Add Action’

Complete the required fields and select ‘Email Notification’ to notify the Assigned Owner of the task. Then ‘Save’.

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Value Mapping Opportunities

Value Mapping Your Account Opportunities

Click on the ‘Value Map’ tab.

The Scored opportunity will change position based upon the Value scoring.• A = High VTC & VTU• B = High VTU & Low VTC• C= High VTC & Low VTU• D = Low VTC & VTU

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Score the oppty by selecting the appropriate Value attribute:• Value to Customer (VTC)• Value to Us (VTU – BMC)

Expand the plan units to show the individual opportunities in the Opportunity Map.

Note: Opportunities must first be imported and placed on the Opportunity Map prior to conducting the Value Mapping exercise described here.

Double-Click on the opportunity you wish to map on the value quadrant.

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Value Mapping helps your Account Team identify the highest value opportunities on which to focus time & resources.

Strategy Map:Align Your Selling to Your

Buyer’s Motivation

Building Strategy Maps

On the Opportunity Map, Click on the Strategy Map icon to begin building your Strategy Map.

Name your Strategy Map and click ‘Create.’

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ITSM & DCA

Building Strategy Maps

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Click to add your Accounts’ Strategic Goals, Underlying Pressures, Initiatives, Obstacles, & ultimate BMC Solutions that support solving the pressures and supporting their Strategic Goals.

Note: This Strategy Map exercise is optional but can be a supplemental and collaborative view of your Value Pyramid for your Account. Value Pyramids should still be completed and should be stored in the Plan Details/Value Realization section of your Account Plan.

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Click to add your Accounts’ Strategic Goals, Underlying Pressures, Initiatives, Obstacles, & ultimate BMC Solutions that support solving the pressures and supporting their Strategic Goals.

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Working Strategy Map Examples

Note: This Strategy Map exercise is optional but can be a supplemental and collaborative view of your Value Pyramid for your Account. Value Pyramids should still be completed and should be stored in the Plan Details/Value Realization section of your Account Plan.