Business Beat Event: Minds & More - 28/05/2013

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  • 1. Sales Best Practice Survey results - Infront event Moonbeat (Mechelen) - May 2013
  • 2. We help clients to grow their business by building capabilities in marketing, sales & transformation 2 MARKETING SALES TRANSFORMATION Define, develop, communicate and deliver offerings that have value for your customers Boosting commercial performance enabling you to find, win and retain customers Building organizational focus, capabilities and the necessary change to win more in the market
  • 3. To deliver our services we use best-in-class methodologies through our dedicated team 3
  • 4. Household Names… Industry Leaders… Fast growing SME’s & Entrepreneurs… Minds&More – sample of clients we are doing More for… We serve companies in private & public sector, from big corporations, to SME’s who need marketing, sales or transformation to realize business growth. We also assist start-ups that have interesting propositions for the market but need external marketing or sales muscle. Minds&More is serving clients domestically or on European level. 4
  • 5. 5/30/2013 5 Which are the behaviors & process which drive ‘world class’ commercial organizations? How do they organise and integrate Sales, Marketing & Customer Service?
  • 6. 1. ‘Attributes of commercially excellent organisations’? Commercial excellent – validate with metrics: • Lead Growth • New Account Acquisition • Average Account Billing • Current Account Revenue Growth • Quota Achievement 2. How does this link with ‘customer experience‘? 3. Impact on people – processes – systems (CRM perspective) 1. How activate processes & workflows in CRM system? 2. AS Adventure – customer care ex. PROVIDE YOU WITH SOME CRUCIAL INFORMATION ON:
  • 7. Today’s concerns around customer service & customer experience Customer Experience = sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier (“customer lifecyle mgmt”) Self service mechanism in customer service, faster resolution times, etc. Need for multi-channel customer service Power of the customer via social media postings + impact on your brand How to go from customer support to customer centricity? Not enough new sales leads in our pipeline or new upsell opportunities Net Promoter Score… customer satisfaction at the heart of company bonus systems…
  • 8. World’s largest ongoing study of complex, business- to-business selling and sales management practices • Analysis defines behaviors and attributes of World-Class Sales Organizations. • More than 28,000 participants over last 10 years. • Diverse global respondent base: industries, roles and regions. • Not exclusive to Miller Heiman clients or alumni.
  • 9. n = 1,125
  • 10. WINDTailwinds Push Performance True Performance WIND Headwinds Drag Performance
  • 11. 2012 Performance GAP 6% of Respondents Performance
  • 12. 4.9% of Respondents -1.1 pts Performance +5 pts 2013 Performance GAP
  • 13. ©Copyright Miller Heiman, Inc. All Rights Reserved. Customer Collaborate Calibrate 4.9% The Growing Gap between Good and Great 3 Attributes of World-Class Sales Organizations Customer Core / Collaborative Culture / Calibrated Success 6 Elements of the Sales System 12 Behaviors of World-Class Sales Organizations CUSTOMER CORE COLLABORATIVE CULTURE CALIBRATED SUCCESS
  • 14. How can alignment between sales and marketing improve interactions with customers and prospects? How are buyer behaviors effecting successful sales cycles? How do we become our customers’ key resource? How do you identify and measure improvements in the sales organization? How can sales organizations leverage technology to create a tactical advantage? How will sales leadership measure and compare their organization, performance and productivity?
  • 15. Activity Metric World Class All YOUR ORGANIZATION Create Opportunities We have a formalized value proposition that is very compelling to our prospects. # of Qualified Opportunities 96% 31% ? Sales and Marketing are aligned in what our customers want and need. 89% 26% ? Manage Opportunities Our organization is highly effective in allocating the right resources to pursue large deals. New Account Acquisition 89% 29% ? We clearly understand our customers’ issues before we propose a solution. 89% 40% ? Manage Relationships We always review the results of our solution with strategic accounts. Average Account Billing 89% 33% ? Specific criteria have been established to define a strategic account in our company 85% 34% ? People & Organization Our management team is highly effective in helping our sales team advance sales opportunities. YOY Customer Growth 94% 34% ? We know why our top performers are successful. 93% 34% ? Operations & Enablement Our sales compensation policies are aligned with our business objectives. Quota Achievement 93% 38% ? Our sales management team is highly confident in the data available from our CRM system. 78% 22% ? Management Execution We leverage the best practices of our top performers to improve everyone else. Quota Achievement 89% 21% ? In an average week, our sales force definitely spends sufficient time with customers. 76% 24% ?
  • 16. Key elements of “customer experience journey”: • Systems & Processes • Corporate culture • Leadership • Corporate positioning • Alignment with your brand • Customer touch points • Multi-channel approach • Self-service • Customer intelligence Foviant customerexperiene maturity model
  • 17. How can alignment between sales and marketing improve interactions with customers and prospects? We have a formalized value proposition that is very compelling to our prospects. 96% 31% 0% 100% WC All 89% 26% 0% 100% WC All Sales and Marketing are aligned in what our customers want and need. Qualified Opportunities
  • 18. What are key ‘customer experience’ drivers?  KYC – “Know Your Customer” -> embed your customer intelligence & customer insights in your processes and CRM solution  Your customer service dept. can act like an ideal, non-intrusive sales force (know extra customer buying criteria)  Define your customer journey process & adapt the CRM system to it…. Description World Class All Belgium We know why our customers buy from us 94% 63% 56% Sales & Marketing are aligned in what our customers need 89% 26% 18% We have a formalised value proposition that is very compelling 96% 31% 31%
  • 19. How are buyer behaviors effecting successful sales cycles? Our organization is highly effective in allocating the right resources to pursue large deals. 89% 29% 0% 100% WC All We clearly understand our customers’ issues before we propose a solution. 89% 40% 0% 100% WC All New account acquisition More key account – less customer service impact
  • 20. How do we become our customer’s key resource? Specific criteria have been established to define a strategic account in our company 85% 34% 0% 100% WC All We always review the results of our solution with strategic accounts 89% 33% 0% 100% WC All Average account billing
  • 21. What are key ‘customer experience’ drivers?  Protecting & growing accounts – starts with understanding and measuring customer satisfaction + acting upon the gathered data  Social media & conversation management will have growing impact on customer service & customer experience! Description World Class All Belgium Our organisation regularly collaborates accross departmens to manage strategic accounts 89% 28% 38% Specific criteria have been established to define a strategic account in our company 85% 34% 36% Social media is a very effective tool for monitoring our customer’s needs 26% 9% 6% We consistenly share results of our customer satisfaction/loyalty with internal departments 80% 32% 19%
  • 22. How can sales organizations leverage technology to create a tactical advantage? Our sales compensation policies are aligned with our business objectives. Our sales management team is highly confident in the data available from our CRM system. 78% 22% 0% 100% WC All 93% 38% 0% 100% WC All Quota Achievement
  • 23. What are key ‘customer experience’ drivers?  Customer Relationship data – continued efforts required to capture data & exploit via BI  Data enrichment & information sharing across all departments will be a key driver for success! Description World Class All Belgium Our sales compensation policies are aligned with our business objectives 93% 38% 33% Our sales mgmt is highly confident in the data of our CRM 78% 22% 15% Our CRM system significantly improves our ability to prepare for interactions with our customers 70% 18% 8% Our CRM system is highly effective for enabling our organisation to collaborate accross departments 67% 19% 19%
  • 24. We have a formalized value proposition that is very compelling to our prospects Sales and Marketing are aligned in what our customers want and need. We clearly understand our customers' issues before we propose a solution. We always review the results of our solution with strategic accounts. 33% 91%POINT GAP World-Class Sales Organizations focus on their customers.
  • 25. Our organization is highly effective in allocating the right resources to pursue large deals. Our management team is highly effective in helping our sales team advance sales opportunities. We know why our top performers are successful. We leverage the best practices of our top performers to improve everyone else. 30% 91%POINT GAP World-Class Sales Organizations work together.
  • 26. Specific criteria have been established to define a strategic account in our company Our sales compensation policies are aligned with our business objectives. Our sales management team is highly confident in the data available from our CRM system In an average week, our sales force definitely spends sufficient time with customers. 83%POINT GAP World-Class Sales Organizations know why they are successful. 30%
  • 27. Examples CRM implementation to support “customer experience” processes  Customer segmentation (A-B-C …) -> right customer service process for respective target audience  360° view on customer interactions (incl. customer service requests)  Account radiation: full mapping of contacts, integrated with telephony or other backoffice systems, etc.  Dashboarding – “customer insights” o Detailed view on customer service actions, lead times, satisfaction ratio’s, etc. o Fulll View on outstanding items & expected resolution (time)
  • 28. Key Takeaways • “Customer delight” is driven by tight integration of Sales, Marketing & Customer Service teams • Definition of processes and consistent execution is crucial to become ‘best in class’ • Key goal = tracking & measuring activities in order to drive behaviors in your organisation • Consider “People – Processes – Systems”
  • 29. THANK YOU! More info? Linked In: Benny Van Calster Email: benny.van.calster@mindsandmore.biz Call: 0475/63.34.83
  • 30. Sample profiles of our 30 seasoned professionals Pieterjan Kempynck, Partner 17+ years experience in people, change management and marketing capability building. Focus: B2B, Services, and Energy. Benny Van Calster, Partner 18+ years experience in marketing & management, product management and go to market. Focus: B2B and high-tech sector. Marga Jorissen, Associate 15+ years experience in assisting companies to grow their brands through effective marketing, marketing communications, planning and go to market. Focus: B2B, B2C and services. Francois Delvaux, Partner 19+ year experience in marketing and sales: Strategy, planning and alignment, value based pricing and selling, and building sales capabilities. Focus: B2B, start-up and large. Pascale Hall, Partner 20+ years experience in building sales capabilities and channel management, coaching. Certified Miller Heiman® . Focus: Large or complex sales force environments. Wim Meulders, Associate 15+ years experience in national and international B2B sales, marketing and business development. Specialties: New product development, business development, social media Focus: ICT Jo Van Crombruggen, Associate 20 years experience in marketing and sales activation, 360° campaign optimization, MarCom, and social media. Focus : B2B and B2C. Gaëlle Helsmoortel, Associate 14 years experience in marketing , product and portfolio management, brand development and P&L management.. Focus: Retail, Pharma, Media and Services. Marianne Dewandeleer, Associate 20+ years experience in corporate marketing, employer branding, program management; change. Focus: B2B Services, ICT. Myriam Vangenechten, Partner 20+ years experience in marketing, operational marketing, program implementation. Focus: B2B incl. Utilities, Energy, and Insurance. Grégoire Vanderveken, Associate 20+ years experience in strategy, building sales capabilities, coaching. Certified Miller Heiman® . Focus: ICT, Services, Large or complex sales force environments. Cindy De Schouwer, Associate 15 years experience in helping companies to grow their brands through effective marketing, marketing communications, planning and go to market. Focus: B2B, B2C and services. 450+ Years of Experience 33