Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
Company
LOGO Maximising Sales Channel Performance
Philip Bourne – May 6th, 2010
Chairman -CEdMA
A Practical guide to improving performance of
internal and external sales channels
Know your level of involvement
Your level / sphere of influence ?
Your accountability ?
Your budget / ownership responsibility?
Your role, your responsibility ?
( Individual Exercise ) #1
Role Training Manager; Sales
Manager, Marketing Manager
Responsibility Software product training;
maximising market coverage,
P&L; revenue; bookings; NPS
Budget ownership level Direct Training staff sales;
Product sales allocation fees;
Sphere of influence Sales management; SPIFFs;
QBRs Account Management
planning
Accountability Full ownership or budget
sponsor
1. Take 5 minutes
2. Assess your personal level of involvement or pair up
3. Complete the 5 sections
Be clear on the sales channels available to you...
• Enterprise Account Managers
• Product sales specialists
• Territory Account Managers
• Inside sales
• Global Services
• Education sales
• Education Customer Care
• Sales Engineers
• Partner Account Managers
• Resellers
• Distributors
• Alliance Partners
• Education Partners
• Training Resellers
• Service Partners
• VARs
Marketing
Direct Channels Indirect Channels
Take a clear
view on the role
of marketing
And recommended Sales Approach by
channel…
Training Passport or equivalent
• Enterprise Sales/Trng.sales
• Consultative Sale
• Executive Target
• Large Enterprise
Training Courses
• Inside Sales Reps/Trng.sales
• Transactional Sale
• Technical Target
• Good for Mid-market/SMB
E-Learning
• No Touch/Inside Sales / SMB
• Easy Purchase Decision
• Requires no/little sales involvement
• Suitable for all markets
Each offering type targeted to specific direct sales profile
* Drive new sales behaviour - quota / incentive to sell to RTM requirements and value of attaching to product / customer type
To drive sales performance what part should
Marketing play ?
Qualified Leads
Validation
Lead generation
AwarenessLeverage Product
Marketing
Assessment Tool
Technical
Support Calls
Including how to engage & drive sales
traction
Communicate & Engage
Plan & Monitor
Account Planning
Sales cadence
QBR
Sales operations
Enablement
Quota allocation
Incentives
Sales tools
Take full advantage of all enablement &
sales tools environments
Value
Playbooks Cheat sheets Quotation Tools
Training Alignment
Product / Solution campaigns
Key Initiatives
Value to Sales = NPS & minimised post sales activity
Incentives & Quota Allocation linkage
Quota allocation
IncentivesAlign to key initiatives Steer clear of competitive incentives
Plan Code Plan Type Geo Pay Mix
Element
Weighting Element 1 Accl 1 Element 2 Accl 2
Sales Plan #1
PRODUCT SALES -
Specialists
ALL 60/40 75/25 Product Bookings as
designated on
individual plan detail
4Education Bookings 2
Lock in during fiscal planning phase
Know who in the organisation has Education Quota
Account planning & QBR
Account Planning
• Customer Business Assessment
• Technology and relationship selling schedule
Sales Cadence
• Pipeline & DeRISCC reviews
• Distributed selling ( non hockey stick )
QBR
• Customer all channels access review
• Corrective action planning
• Key initiative / campaign alignment
DeRISCC
De
Decision Criteria (and Compelling Event)
o What is the business pain, what is the reason for customer’s investment?
o What are their formal and informal decision criteria?
R
ROI (Unique Business Value)
o The valid business reason why the customer will invest in our solution.
o Is there a defined value proposition, linked to a compelling event?
I
Implication (of not buying)
o What is the cost/business pain to the customer of not investing?
o What is the result of no action?
S
Sign-off Process (Milestones in Buying Process)
o Is there budget?
o What are the steps involved in the customer’s buying process?
C
Competitive Strategy
o Is there a competitor?
o If so, what is our strategy against them?
C
Champion (Inside Support)
o Who are the key contacts? Do we have a champion?
o What are the politics of the deal – Inside support, executive credibility, political alignment?
Improved sales performance and efficiency by linking OM with DeRISCC
Sales operations
1. Attachable / Penetrable Deals:•Deals with >$50k product or consulting (as
appropriate)
2. Active Attach / Penetration:•Live deals between 50% and 90% (inc)
•Live snapshot at date
3. Closed Attach / Penetration:•Closed won deals at 100%
•Total within specified time period
4. Attach Rate:•No. deals as % or count of the total no. of
addressable deals
•Line item on same opportunity
5. Penetration Rate:•US$ value as % of total addressable market
•US$ values based on attach (above - line item
on same opportunity)
Plays a major role in
assessing & steering
improved sales
performance
Managing Indirect Channels sales performance
13
Bo
oki
ng
& R
even
ue
($K
)
Emerging Growth Mature
> $50k pa
> $100k pa
> $500k pa
70 /30
60 / 40
50/ 50
Legend:OTM = Other Training methods
ILT = Instructor Led Training
80 / 10 refers to OT/ILT
Management:Emerging = Low opps; align to product sales
Growth = Medium opps; align to specialist sales
Mature = Solid opps; align to Education group
* Support as per Direct Channels
(Group ) Exercise #2
1. Take the work done from individual exercise #1
2. Align with attendees with similar roles ( Sales, Marketing, Training
Managers )
3. Discuss & complete your channel offerings & mode of selling
4. Select one as the group model
Sales Channels Product sales Telesales Distributor
Training Products to be
sold
Training Credits
Custom courses
Public courses
WBT
WBT
Sales method Consultative
Value $50k+
Transactional
Value up to $30K
Influential & partner account
management
$1K - $5K
Target market Enterprise Accounts SMB
Leveraged channel partners
Resellers
Market involvement Awareness Support call follow up
Sales Enablement Playbook
Focussed training sessions
Cheat sheets
Quotation Tools SKU product offering drop
downs
None
Quota 2 out of 3 bucket accelerator No quota relief
Value NPS +7
CSAT improvement
Improved product adoption
Consolidates solution sell
Security Product campaign
alignment
Incentives SPIFF $1K for Q attainment $50K
security products
Account Planning All Enterprise Accounts Top 2 accounts per sales rep
Quarterly Business
reviews
Top 100 accounts
Sales Cadence Top Deal attach reviews
Pipeline x 3
DeRISCC
Monthly distributed selling
Sales Operations
management
Attach rate
Thanks
Thank You...