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May, 2002
1
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
W724 - Sales and Marketing Management: Best Practices Using Sales Management PlusPrerequisite: None
In this session you will learn how to use Sales Management Plus to analyze your customers, identify best opportunities, select the right target accounts, set up effective customer segmentation, execute target marketing and measure results. The result: plans that get executed, measured, and drive real sales revenue.
Wednesday, March 21, 2007, 5:00 p.m.
3/2/2007Taylor Market Media Group 2007
Manufacturer Alliance Program
Sales & Marketing ManagementBest Practices
2007 Summit Conference
May, 2002
2
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
Sales Management PlusThe Integrated Solution to CRM, Marketing & Analytics
2007 Summit Conference
3/2/2007Taylor Market Media Group 2007
• Revenue is what all else isbased on in any business
• Effective and active management of sales and marketing efforts is a critical success factor to a company’s survival
• Without the proper tools and processes, effective and active management of sales and marketing efforts is a difficult, time-consuming job
• The result is that little or no actual management of sales and marketing takes place in many companies
Best Practices for Sales & Marketing ManagementThe Key for Success
May, 2002
3
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Best Practices for Sales & Marketing ManagementThe Key for Success
Think about the primary objective of your job as a Distributor. Isn’t the objective to sell products?
Ideally, it is selling the right products to the right customers at the right price.
To get these results you must align your salespeople, marketing department and suppliers to produce sales results?
3/2/2007Taylor Market Media Group 2007
Best Practices for Sales & Marketing ManagementThe Key for Success
1. Analyze market, review sales performance
2. Target opportunities
3. Communicate with personalized media
4. Pursue project opportunities
May, 2002
4
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Best Practices for Sales & Marketing ManagementThe Key for Success
• Centralize all your customer intimacy knowledge
• Allow your team access to key customer information
• Make it easy to understand and use
• Empower your team
3/2/2007Taylor Market Media Group 2007
Jack Welch, Chairman and CEOGeneral Electric from 1981-2001
"In highly competitive markets, you must gather your customer intelligence and act on it before your competitor does. I see enormous value in integrated solutions because they reduce the time-to-implementation of campaigns. This is key to our strategic goal of growing our organization organically by increasing revenue through cross-selling and up-selling our existing customer base."
Best Practices for Sales & Marketing ManagementThe Key for Success
May, 2002
5
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Sales Managers Face Critical Market Challenges
• Margin compression
• Increased competition for the end customer
• Traditional and new channels
• End customer expectations are growing
• Better understand their business needs
• Deliver solutions that meet those needs
• Proactively market products based on customer needs
• Value-add proposition is being challenged by end customers and manufacturers
3/2/2007Taylor Market Media Group 2007
The Key to Successful Sales Management
• Is the ability to leverage all the customer intimacy that exists within your organization… from outside sales and insides sales to the transactional data in your business system and make it accessible and pertinent to those using the data… your sales and marketing departments
• Sharing and executing based on the total customer knowledge is the key
May, 2002
6
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Sales People Today Are Also Being Challenged
• Timely, actionable customer information
• Increased competition for the end customer• Traditional and new channels
• End customer expectations are growing• Understand their business
• Deliver solutions that meet their needs
• Must do more with less
3/2/2007Taylor Market Media Group 2007
Distributors Are Being Challenged to:
• Add value to customer’s business
• Improve responsiveness
• Streamline processes
• Increase customer satisfaction
• Increase customer retention
• Build and enhance customer relationships
May, 2002
7
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Best Practices for Sales & Marketing ManagementThe Key for Success
• In today’s ever increasing competitive environment it is even more important than ever to establish an effective Sales & Marketing Database for your organization.
• Sales & Marketing Management can leverage your Sales & Marketing Database solution to increase Sales and Profits
3/2/2007Taylor Market Media Group 2007
Sales & Marketing Database
• Allows you to empower your team to focus on the customer
• It makes managing customers, opportunities, activities, and marketing campaigns easier than ever before
• It should complement and enhance your existing business planning and processes
May, 2002
8
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Best Practice – Data Infrastructure
Combines financial data from your existing accounting software with client contact information and activities.
Makes it easier to manage your business processes, frees up time to execute better, faster and more frequently with less effort.
Leverages the investment in your existing business system to help drive Sales & Marketing
Focuses your efforts on the execution… the data mining & intelligence gathering is already done for you
3/2/2007Taylor Market Media Group 2007
Sales & Marketing Database
Major components
A single, multi-user collaborative system for your
entire sales process
Manage marketing lists, activities and execution of campaigns
target market
Gain unique insight into the
precise information you need to run your
business
Sales Marketing Analytics
May, 2002
9
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Sales & Marketing Database
• Contact management• Target marketing• List management• E-mail campaign execution• Activity management• Advanced forecasting• Target account planning• Advanced analytics
Target and communicate to customers and prospects for your specific product sales opportunities
3/2/2007Taylor Market Media Group 2007
Sales & Marketing Database• Sales
– Rollup Sales By: Sales Person, Branch, Region, Multi Co
– Detailed Sales Breakout per Customer
– Project / Opportunity Tracking: Track & share all significant projects
– Activity Tracking
– Vendor Management: Analyze and Target Accounts by Vendor
– Identify up-sell, cross-sell opportunities
– Set Goals & Potentials
• Marketing– Measure Success of Marketing Campaigns
– Import and Track Prospect Accounts as well as Existing Accounts
– Target Marketing by Vendor, SIC, Region
– Create Marketing Lists for on-going marketing campaigns
– Decrease Marketing Costs through the use of E-mailers
May, 2002
10
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Sales & Marketing DatabaseScalable and Flexible
SalesSalesManagementManagement
Location 2Location 2BusinessBusinessSystemSystem
InsideInsideSalesSales
Outside Outside SalesSales
MarketingMarketingManagementManagement
Integration withIntegration withMS OutlookMS OutlookMS WordMS WordMS ExcelMS Excel
Location 1Location 1BusinessBusinessSystemSystem
Location 3Location 3BusinessBusinessSystemSystem
SalesSales& &
MarketingMarketingDatabaseDatabase
Internet AccessibleInternet Accessible
3/2/2007Taylor Market Media Group 2007
Let’s Back Up a Minute…
Why a Sales & Marketing Database ?
May, 2002
11
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Why Adopt?
• Everyone needs more hours in the day…it adds critical hours back to everyone’s day
• Everyone needs to work smarter, not harder…it adds intelligence and insight to everyone’s efforts
• Teams need to leverage all their players strengthsit pulls the whole team together on a single game plan
3/2/2007Taylor Market Media Group 2007
Powerful Capabilities For All Sales and Marketing Functions
• Sales managers, salespeople
• Marketing managers and coordinators
• Product managers
• General managers
May, 2002
12
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Increase your sales through Account AnalysisNeatly summarized and informative insights regarding your business’s performance, strengths and weaknesses.
Increase your sales through Targeted MarketingThe ability to easily focus your sales and marketing efforts on targeted qualified accounts based on historical sales data.
The Result is
Twofold
3/2/2007Taylor Market Media Group 2007
The Sales Process
• The most effective sales organizations have a formal sales process that all sales reps are trained on and expected to use in the field.
• These processes are constantly reviewed for effectiveness and changes are made continually to optimize performance.
May, 2002
13
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Review & Measure Results Execute Plan
Set Goals
The Sales Process
Identify Opportunities
3/2/2007Taylor Market Media Group 2007
People Respect What you Inspect!
• Formalize your sales review process
• Schedule regular review meetings
• Be consistent!
• Ask the same questions
• Your team will rise up to the challenge
May, 2002
14
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
The Sales Process Company Benefits
1. Documented accountability of sales team
2. Tool to coach people. No one can hide –Transparency.
3. Ease in bringing on new sales reps.
4. Decrease of sales cycle.
5. Increased efficiency and organization.
3/2/2007Taylor Market Media Group 2007
Goal – Grow Your Market Share
Grow Market ShareIdentify Potential within Existing AccountsTarget Marketing – Reach those C (House)
AccountsIdentify Potential New Accounts – Follow up on
leadsSales & Marketing Functions - Streamline &
Spend more time on new opportunities
May, 2002
15
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Best Practices to increase Sales & Marketing effectiveness
• Analyze Your Customers:– Who’s Up– Who’s Down– Fill the Holes
• Identify Your Best Opportunities
• Select the Right Targets Accounts
• Set Up effective customer segmentation
• Execute Target Marketing
$$$
SMP
3/2/2007Taylor Market Media Group 2007
Best Practice For Sales Management
• Sales meeting: Sales review
• Sales meeting: Opportunity / Project tracking
• Sales meeting: Target account tracking
• Field sales review
• Vendor review
• Customer review
• Business Planning /Forecasting / Goal Setting
• Measuring against forecast
• Identify up-sell / cross-sell opportunities (Fill the Holes)
• Territory analysis
• Custom Incentive Program review
Back to SMP In Action slide
May, 2002
16
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Segment your Product Data
Level 1
Level 2
Level 3
Level 3
Level 3
To enable targeting at up to 3 levels in a hierarchy….
Product Categories
Brands or Types
3/2/2007Taylor Market Media Group 2007
Manage Customer Information
Manage Contact Information
Profile Customer and Contacts
Manage Marketing List
View Sales History
Add, Edit tasks for Customer
View Projects for Customer
Sales & Marketing Database
May, 2002
17
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Sales & Marketing Database
3/2/2007Taylor Market Media Group 2007
Increase Sales Through Focused Marketing
From your Marketing Department
Directly from you
May, 2002
18
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Monthly E-Newsletter
Increase brand awareness
Custom header including logo and newsletter title
Send out the e-mailer per your schedule
Individually addressed…
Reap the benefits of timely and consistent communication with your customer base
USE YOUR CO-OP FUNDS…
3/2/2007Taylor Market Media Group 2007
Let’s Go For A Test Drive….
May, 2002
19
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Best Practices Demo
• Business Analysis
• Business Comparisons
• Sales Management
• Target Account Planning
• Opportunity & Activity Tracking
• Goals & Potentials
• Marketing Automation
3/2/2007Taylor Market Media Group 2007
Customer Management
Contact Management
Sales Review & Analysis
Sales Details
Activity Tracking
Project Tracking
Misc Info
Links
May, 2002
20
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Customer Management: Sales
Compare• Previous Year Sales,• YTD Sales,• GP%• Potential Sales
By Product Line
3/2/2007Taylor Market Media Group 2007
Customer Management: Contacts
Phone and e-mail addresses and
permissions
May, 2002
21
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Customer Management: Contacts With Lists
Custom Marketing
Lists
3/2/2007Taylor Market Media Group 2007
Customer Management: Contacts With Standard Lists
Customer Interests… Interests can be
customized!
May, 2002
22
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Product Volume Specs
Competitor Targeting &
Miscellaneous
Target Marketing & Joint Account Planning
Type: Industrial Customers
Product: Wiring Devices Sort on Unrealized
Potential
3/2/2007Taylor Market Media Group 2007
Tie-In Selling and Marketing: Business Comparison
Type:OEMs (3500-3600)
Find Everybody that bought $1,000 of Enclosures but less
than 10% of that in Fuses
May, 2002
23
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Tie-In Selling and Marketing: Save a List Specification
Click “Mailers” to Save a List
3/2/2007Taylor Market Media Group 2007
Output A List
LabelsMailMerge
EmailExcel File
May, 2002
24
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Generate a Personalized E-mail
Image
Logo
Links
Introductory Text
Personalized Salutation
Body Copy
3/2/2007Taylor Market Media Group 2007
Project Management
Activities
Notes
Products Other Involved
Customers
Influences Other Sales People
May, 2002
25
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Building your monthly e-Newsletter
1. Set Up List
2. Check off Content
3. Add personal message4. Schedule
5. System Configures &
Sends
6. Customers Opt-in, Opt-Out
3/2/2007Taylor Market Media Group 2007
1. List Manager – manages recipient list
May, 2002
26
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
2. “Check” This Out!
1. Check off desired products from content library
2. System adds to newsletter
Content On Demand Product Selection Page
3/2/2007Taylor Market Media Group 2007
3. Add Company Message
Header
Body
Link
May, 2002
27
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
4. Schedule It
• View, Edit and Schedule
• Create an entire year’s schedule in a day
• Flexible, effective,easy to use
3/2/2007Taylor Market Media Group 2007
5. Configure & Send The E-mail!
• Menu
• Company News
• Product Briefs from Content Library
• Opt-In/Out, ability to sign up for more lists on bottom
May, 2002
28
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
6. Customers Opt-In / Opt-Out
3/2/2007Taylor Market Media Group 2007
a Sales & Marketing Database!
YOUROrganization
Had
THINK What You Could Do If…
May, 2002
29
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
3/2/2007Taylor Market Media Group 2007
Proactive Sales Management is Critical For Success!Revenue is what all else is
based on in any business
• Give your team the Critical Sales & Marketing Database Platform required for a successful Sales & Marketing Management Processes
• We have a proven track record with your peers & would welcome an opportunity to work with you on this initiative
3/2/2007Taylor Market Media Group 2007
So how do you get started?
1. Make a commitment
2. Find solutions
Demographic Specs
Product Volume Specs
3. Start the Implementation
We’ll send out An
Implementation Package…
May, 2002
30
Manufacturer Alliance Program (MAP)
(c) 2002 Taylor Market Media Group
Sales Management PlusThe Integrated Solution to CRM, Marketing & Analytics
2007 Summit Users Conference
THANK YOU
Visit us at BOOTH # 4
3/2/2007Taylor Market Media Group 2007
Thank You for Attending
• W724 - Sales and Marketing Management: Best Practices Using Sales Management Plus
• Please submit the Session Feedback Form– To receive NASBA credits, please be sure to
complete the Session Feedback Form and sign the class roster in the back of the room
Session Feedback Form Summit 2007 – Las Vegas, NV
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