Best  Prac*ces  of  Analy*cal  Sales  Management  Zorian  Rotenberg,    VP  @  InsightSquared    April  8,  2013  

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Zorian  Rotenberg  VP  @  InsightSquared    •  VP  @  3  startups  all  100%+  in  sales  growth  ranging  $8MM  -­‐  $100M  •  CEO  @  StarWind  SoVware  (i.e.  CEO  =  “Sales  VP”),  100%+  sales  growth  •  Sales  @  IBM  SoVware  Sales  Group  

And:  •  Passion  for  analyAcs:  Finance  major,  minors  in  Applied  Math  and  in  

Computer  Science,  Harvard  MBA,  started  career  as  Investment  Banking  Analyst.  Hobbies:  intersecAon  of  Sales  Management  &  AnalyAcs,  Excel  

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How To Be An Analytical Sales Manager

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3   Top Sales Reports That You Must Use Now

8 Best Practices of Analytical Sales Management

8  Best  Prac*ces  of  Analy*cal  Sales  Management  1

8  Best  Prac*ces  

1.  Inspect  to  Get  Respect  2.  Always  Coach  with  Metrics  3.  Know  %  Conversions  of  AcAviAes  4.  Know  Your  Pipeline  Historically  5.  Know  the  Sales  Funnel  …for  Each  Rep  6.  Know  the  Sales  Cycle  …for  Each  Rep  7.  Forecast  by  Pipeline  Stages,  not  Forecast  Stages  8.  Keep  it  Simple  

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How  To  Be  An  Analy*cal  Sales  Manager  2

Who  is  a  Sales  Manager?  

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Defining  a  Sales  Manager  

• Someone  who  builds  a  high-­‐performance  sales  organizaAon  using  an  effecAve,  repeatable  process  to  drive  predictable  revenue  goals  

• The  objecAve  is  not  to  make  sales  but  to  do  so  through  reps  

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Defining  a  Good  Sales  Manager  

• A  Good  Sales  Manager  is  a  master  at  coaching        • A  Good  Sales  Manager  has  a  unique  approach  to  each  individual  rep  while  average  sales  managers  use  a  “one  size  fits  all”  approach  

• Coaching  requires  knowing  the  individual’s  key  metrics  

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“If you can't measure it, you can't manage it!”

- Peter Drucker

How  To  Become  An  Analy*cal  Sales  Manager  

•  It’s  MUCH  easier  than  you  think  • All  basic  sales  data  is  already  within  your  reach  • Set  1  hour  weekly  to  study  your  metrics  • Keep  it  simple  with  only  a  few  KPIs  • Ask  metrics-­‐based  quesAons  • Have  a  “Growth  Mindset”  *  

12  * See: HBR Ideacast & Blog with Carol Dweck, Standford, author of “Mindset: The New Psychology of Success” (HBR Blog: http://blogs.hbr.org/ideacast/2012/01/the-right-mindset-for-success.html)

3  Super  Simple  Steps  To  Get  Started    

1.  5  rows  in  Excel  with  your  5  KPIs    2.  Ask  each  rep  to  track  these  and  report  to  you  monthly  3.  Hire  an  Analyst  who  can  do  more  advanced  analyses  

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Your  5  Simple  But  Cri*cal  KPIs  (for  Each  Rep)  

1.  AcAviAes  :  OpportuniAes  2.  Sales  Cycle  3.  Historical  Pipeline  :  Sales  4.  Leads  :  OpportuniAes  :  Deals  5.  Lead  Source  that  drives  the  most  sales  

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How  To  Build  a  Data-­‐Driven  Sales  Culture  

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• Lead  by  example  • Get  buy-­‐in  from  the  team  • Be  transparent  &  over-­‐communicate  • 3  :  1    “Praise  :  Reprimand”  

Biggest  Mistakes  

• Your  team  doesn’t  trust  the  data  • You  use  data  as  a  sAck,  not  for  coaching    • You  have  too  many  metrics,  it’s  too  confusing  and  taxing  • Metrics  are  not  incorporated  into  the  repeatable  process  • You  are  not  penalizing  those  gaming  the  system  

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Top  10  Sales  Reports  That  You  Must  Use  Now!  3

1.  Ac*vity  Ra*os  (not  Just  Ac*vi*es)  

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2.  Ac*vi*es  Against  Goals  

3.  Pipeline  Today  

4.  Pipeline  for  Each  Rep  

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5.  Historical  Pipeline  

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6.  Sales  Funnel  Conversions  

7.  Sales  Cycle  for  Each  Rep  

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…and  Sales  Cycle  by  Won/Lost  

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8.  Win/Loss  Analysis  

9.  Campaign  Analysis  

10.  Data-­‐Driven  Forecast  by  Pipeline  Stages  

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Q & A

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Thank  you!  

Questions?: zorian@insightsquared.com Phone: 617.370.8100 Twitter: @insightsquared Website: www.insightsquared.com