Sales a Goldmine for Competitive Intelligence slideshare net 2012


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Learn how to capture great information and intelligence by collaborating with your sales force. This is a must read for anyone in sales force management, competitive intelligence, marketing and product management.

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  • SME’s Technical comparisons Product comparisons Process comparisons
  • Sales a Goldmine for Competitive Intelligence slideshare net 2012

    1. 1. Sales a Goldmine for CI!!! Collaborating with Sales SCIP Chapters Meeting Feb. 7, 2012 Ellen Naylor: +1-303-838-4545 [email_address]
    2. 2. Understand Sales: WIIFM Highly Goal-Oriented Like to Keep Score Money Oriented High Need for Recognition Drivers – Impatient, Sometimes Aggressive What’s the Benefit? Strong Customer Identification Competitive Feb 2012 ©The Business Intelligence Source
    3. 3. “… the sales force provides information to the extent that they receive equal value in return . If their information is not used, they will quickly discontinue reporting.” Jaworski, Wee. Competitive Intelligence: Creating Value for the Organization. 1993 SCIP CI Review. Feb 2012 ©The Business Intelligence Source
    4. 4. Gaining Cooperation With Sales <ul><ul><li>Low Cost - Part of Sales </li></ul></ul><ul><ul><li>Needs Assessment </li></ul></ul><ul><ul><li>Treat with Respect </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>No Corporate Fire drills </li></ul></ul><ul><ul><li>Easy Channels for Communication </li></ul></ul><ul><ul><li>Mutually Beneficial Relationship </li></ul></ul><ul><ul><li>Practice Cooperative Intelligence </li></ul></ul>Feb 2012 ©The Business Intelligence Source
    5. 5. What Can’t They Get Easily? <ul><li>Analyst Reports </li></ul><ul><li>Industry Reports </li></ul><ul><li>Presentations, White Papers </li></ul><ul><li>Company Profiles </li></ul><ul><li>Monitoring </li></ul><ul><ul><li>Top Account Personnel Changes </li></ul></ul><ul><ul><li>Competitor Product Announcements </li></ul></ul><ul><li>Self Service </li></ul>Feb 2012 ©The Business Intelligence Source
    6. 6. CI and the Sales Cycle <ul><li>Sales Cycle </li></ul><ul><li>Sales Planning </li></ul><ul><li>Target Segmentation </li></ul><ul><li>Prospect Identification </li></ul><ul><li>Prospect Qualification </li></ul><ul><li>Account Planning </li></ul><ul><li>Account Interaction </li></ul><ul><li>Proposal Preparation </li></ul><ul><li>Win/Loss </li></ul><ul><li>CI Assistance </li></ul><ul><li>Competitor Strategies </li></ul><ul><li>Attractive industries? </li></ul><ul><li>Attractive companies? </li></ul><ul><li>Which are winnable? </li></ul><ul><li>How do we win sales? </li></ul><ul><li>Competitor knowledge to win </li></ul><ul><li>Winning proposal that’s profitable </li></ul><ul><li>Lessons learned to be more competitive </li></ul>Feb 2012 ©The Business Intelligence Source
    7. 7. … Information from Sales … <ul><ul><li>New Products & Services </li></ul></ul><ul><ul><li>Changing Customer Needs </li></ul></ul><ul><ul><li>Emerging Competitors </li></ul></ul><ul><ul><li>Market Trends </li></ul></ul><ul><ul><li>Product Direction </li></ul></ul><ul><ul><li>Improved Technology </li></ul></ul>Feb 2012 ©The Business Intelligence Source
    8. 8. What Sources/Processes Already Exist? Sales Force Automation Win-Loss Reports Customer Satisfaction Rumor Mill Competitor Materials Social Media Blogging Customer Loyalty Selling Guide Feb 2012 ©The Business Intelligence Source
    9. 9. Maximize Sales Intelligence!!! Education/Planning Organize the Process Organize Contacts Collect Data Analyze Data Disseminate Communicate/ Recognize Feb 2012 ©The Business Intelligence Source
    10. 10. <ul><li>Engage others in the organization </li></ul><ul><ul><li>Find and engage SMEs </li></ul></ul><ul><li>Identify and pursue most critical competitors/issues </li></ul><ul><li>Start with one district or sales person </li></ul><ul><li>Document success... </li></ul>Feb 2012 ©The Business Intelligence Source
    11. 11. Who to Involve In Sales Think Broadly!!! <ul><ul><li>VP Sales </li></ul></ul><ul><ul><li>Directors, Sales Managers </li></ul></ul><ul><ul><li>Director of Distribution </li></ul></ul><ul><ul><li>Manager of Sales Statistics/Analysis </li></ul></ul><ul><ul><li>Account Executives </li></ul></ul><ul><ul><li>Technical/Admin. Reps </li></ul></ul><ul><ul><li>Director of Installation & Service </li></ul></ul><ul><ul><li>Contracts Administrators </li></ul></ul>Feb 2012 ©The Business Intelligence Source
    12. 12. Insert Yourself Into the Sales Process The Right Method & Frequency E-Mail Sales Conferences Teleconference/SKYPE Audioconference Informal Meetings Blog Intranet Voice Mail Wiki Feb 2012 ©The Business Intelligence Source Cooperative Intelligence: Be Accessible
    13. 13. Deliverables Help Sales Win Timely Info/Analysis Early Warning New Product Announcements New Technology Analysis Sales Newsletters SWOT Analysis Customer Intelligence Competitor Profiles Feb 2012 ©The Business Intelligence Source
    14. 14. Sales Deliverables: Be Creative Switching Cost Analysis October 2008 ©The Business Intelligence Source
    15. 15. Why Win-Loss? <ul><ul><ul><li>Highest Value Research for Expended Effort </li></ul></ul></ul><ul><ul><ul><li>Most Accurate Measurement of Positioning </li></ul></ul></ul><ul><ul><ul><li>Benefits Customer </li></ul></ul></ul><ul><ul><ul><li>Exalts Vendor in Customer’s Eyes </li></ul></ul></ul><ul><ul><ul><li>Huge Data/Insight Mining Opportunity </li></ul></ul></ul>Feb 2012 ©The Business Intelligence Source
    16. 16. Win-Loss: Ideally … <ul><ul><ul><li>Systematic, Planned Effort </li></ul></ul></ul><ul><ul><ul><li>Phone Interview </li></ul></ul></ul><ul><ul><ul><li>Conducted by Third Party </li></ul></ul></ul><ul><ul><ul><li>(internal or external) </li></ul></ul></ul><ul><ul><ul><li>With Sales or by Sales </li></ul></ul></ul>Feb 2012 ©The Business Intelligence Source
    17. 17. <ul><li>- Sales Process </li></ul><ul><li>- Customer Relationship </li></ul><ul><li>- Positioning </li></ul><ul><li>- Distribution </li></ul><ul><li>- Company Image </li></ul><ul><li>- Financial Stability </li></ul><ul><li>Reliability/Quality </li></ul><ul><li>Product Capabilities </li></ul><ul><li>Product Features </li></ul><ul><li>- Technology </li></ul><ul><li>Price </li></ul><ul><li>Delivery/Implementation </li></ul><ul><li>- Maintenance </li></ul><ul><li>- Support </li></ul><ul><li>- Training </li></ul>Feb 2012 ©The Business Intelligence Source
    18. 18. Trade Shows: Concentrated Intelligence <ul><li>Competitors </li></ul><ul><li>Customers / Prospects </li></ul><ul><li>Suppliers (yours and your competitor’s) </li></ul><ul><li>Subcontractors </li></ul><ul><li>Vendors </li></ul><ul><li>Media </li></ul><ul><li>Industry/Financial analysts </li></ul>Feb 2012 ©The Business Intelligence Source
    19. 19. Sustaining the CI Process with Sales -- How are we doing? ROI? -- Newsflashes, Quarterly Reports -- Product Announcements -- CI software -- Email, Intranet, Phone -- Conferences -- Sales Meetings Feb 2012 ©The Business Intelligence Source
    20. 20. Integrating Sales Intelligence <ul><li>WIIFM, MMLG prevails </li></ul><ul><li>1 st Deliverable is Key </li></ul><ul><li>Keep feeding Sales </li></ul><ul><li>Keep recognizing Sales </li></ul><ul><li>Stay visible with Sales </li></ul><ul><li>Continue to report success to management </li></ul><ul><li>Annual recap on cost vs. benefit </li></ul><ul><li>Set goals and feedback results to all groups </li></ul><ul><li>Integrate into education and training </li></ul>Feb 2012 ©The Business Intelligence Source
    21. 21. Thank You! Ellen Naylor: +1-303-838-4545 [email_address] <ul><li>References for Win/Loss Analysis: </li></ul><ul><li>Win/Loss Review by Rick Marcet </li></ul><ul><li>From a Good Sales Call to a Great Sales Call by Richard Schroder </li></ul><ul><li>Articles from CI Magazine: </li></ul><ul><li>http :// </li></ul><ul><li>Communicating Cooperatively: Trade Shows </li></ul><ul><li>Win/Loss Analysis: The Cooperative Angle   </li></ul><ul><li>Increasing Sales Through Win/Loss Analysis   </li></ul><ul><li>Capturing Competitive Intelligence Through Your Sales Force   </li></ul>