The measure used to assess sales performance have a huge impact on the character, nature, behaviours and ultimately the performance of the sales team. In this presentation I give a perspective on why this is important and how practically it can be applied.

1. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Measuring Sales
Effectiveness
Ifti Ahmed
Ex-Head of sales Academy
Global Marketing and Sales Excellence

2. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst

3. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Who is Titanium?
 We have a deep understanding of Pharmaceutical
industry and its challenges
 We are professionals with significant track records and
key positions in management and sales performance
 We are experienced trainers and coaches with an
average of 100 days delivered each year
 We are recognized speakers and facilitators
 We are based in Switzerland with a strong network
around the world

4. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
What does Titanium do?
 Training
 We design customized trainings programs for our partners and manage their
roll-out/implementation
 We deliver trainings and coaching sessions in Management, Change
Management, Performance and Sales Effectiveness
 Consulting
 We perform Business Process Improvement and reorganization, from the
diagnostic phase to the implementation of the solutions, including actions plan
 We have tools, Knowledge and capacity to help you measure sales & marketing
performance

5. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Sales excellence…….
Can you just make them
good!
A sales manager!

6. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Don’t just be
good…….
Be good for
something!
Henry David Thoreau

7. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
How do we measure Sales effectiveness?
More sales = More effective?

8. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Does that mean……
less sales = less effective?

9. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Why measure?

10. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
If you can’t measure it, You can’t
manage it!

11. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
The man who lost his keys!

12. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Revenue
Customer Satisfaction
Market Share
Pipeline Size
Volume
Ramp-Up Time
IT Investment
Training Type
Coaching
Account Plan Completion
Tool Usage
Segment of Customer
Call Volume
Call Type
Up/Cross-Selling
Number of AccountsTime Allocation
Quota Achievement
Share-of-Wallet
Process Usage
Training Investment
Skill Level
Territory Coverage
New/Existing CustomersCall Outcomes
Customer Retention
Deal Size
Prospect Type
New/Existing Product
Can We Manage this Metric?
Courtsey of Jason Jordan- Vantage point performance

13. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
These are salesperson and
manager activities that we can
proactively direct and manage
These are objectives that can
only be influenced by
managing preceding
Activities
These are the outcomes of
multiple objectives and
cannot be ‘managed’
whatsoever
Courtsey of Jason Jordan- Vantage point performance

14. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
What should we measure?

15. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst

16. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Cause and Effect
Courtsey of Jason Jordan- Vantage point performance

17. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Courtsey of Jason Jordan- Vantage point performance

18. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Link the Objectives to
relevant Activities, and
manage the Activities
relentlessly
Select and quantify the
Objectives that will BEST
lead to those Results
Identify the Results
you want to achieve
Courtsey of Jason Jordan- Vantage point performance

19. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Select These
(carefully)
Manage These
(rigorously)
Measure
It

20. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Quantity Vs Quality?

21. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
One key component of Pharma sales
excellence

22. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst

23. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
More than practice!!!

24. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Our Self evolving systems

25. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Skill Assessment Program:
Coaching and training
Step 1: The knowledge Assessment
Assesses both knowledge and understanding through using the online assessment tool.
Step 2:The Behaviour Assessment
Assesses the behaviours using a simple electronic tool the “e-Valuator” this is a “360”
process measuring the perceived behaviour as seen by the candidate, his superiors and his
reports.
Step 3: Application
Certification requires that correct behaviours are applied to the correct frequency. This is
recorded by the superior of the candidate who certifies the correct level based on personal
observation in the Skill Analysis form.

26. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Step 1. Track knowledge!

27. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
E-Exam Email Invitation

29. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Knowledge over time

30. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
By function

31. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
By function & knowledge segment

32. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Across Business Units

33. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
2. Track the behaviours

34. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
What behaviours?
For Sales Managers
Change management
Management fundamentals
Coaching
Selling skills

35. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Behaviour is interactive!
Traditional 360 tools are effective
however they can be:
Complex
Time consuming
Expensive
Functionality is limited
The answer……a lighter, simple, fast
and cost effective process

36. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Track the behaviours

39. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Track the behaviours

40. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Track the behaviors

41. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
3. Track the practice/ Application

42. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Skill is more than practice!!!

43. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Special thanks to:
Amit Patel from Itcetra.co.uk
Jason Jordan from Vantage point

44. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
Contact me?
ifti@iftiahmed.com
Ifti.ahmed@titanium-partners.net

45. Building sales and marketing excellence
Titanium: Strong, Light, Reliable, High Performance Catalyst
The virtual trainer