Sales Webinar | Maximize Revenue In Key Accounts

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Account planning matters. When looking to hit your numbers, it's easy to look past the white space in your existing accounts. How can you best strategize to capture additional opportunity to maximize …

Account planning matters. When looking to hit your numbers, it's easy to look past the white space in your existing accounts. How can you best strategize to capture additional opportunity to maximize the revenue from your key accounts?

Áine Denn, EVP of EMEA for The TAS Group has been traveling around the world, evangelizing on this critical initiative for selling organizations. Learn her strategies on Maximizing Revenue in Key Accounts.

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  • 1. Maximize Revenue in Key Accounts Áine Denn, EVP EMEA Maureen Blandford, VP Marketing
  • 2. Áine Denn Executive Vice President EMEA Maureen Blandford Vice President Marketing
  • 3. Your Account is a Marketplace
  • 4. Your Account is a Marketplace Create, develop, pursue, and win business that delivers mutual value for you and your customer
  • 5. Account Planning helps Growth & Retention Cost to retain existing and acquire new customers2 1$ 6 Times More Costly to Acquire 100% 200% 300% 400% 500% 6$ 600% 75% 60% - 70% 50% 25% 0% Likelihood of winning business in existing and new customers1 5% - 20% Existing Customer New Customer Source: (1) Marketing Metrics, (2) Bain & Company
  • 6. Some facts about Account Planning ... Sales Reps who say they can … Increase quota attainment by … 53% maximize revenue from key accounts + 41% 54% gain access to key players + 30% 61% uncover customer business problems + 28% Source: Dealmaker Index Global Sales Benchmark Study
  • 7. The Customer Lifecycle 1. Prospect Source: Account Planning in Salesforce, Daly 2013
  • 8. The Customer Lifecycle 2. Customer 1. Prospect Source: Account Planning in Salesforce, Daly 2013
  • 9. The Customer Lifecycle 2. Customer 1. Prospect 3. Loyal Customer 4. ______________ Source: Account Planning in Salesforce, Daly 2013
  • 10. The Customer Lifecycle 2. Customer 1. Prospect 3. Loyal Customer 4. Former Customer Source: Account Planning in Salesforce, Daly 2013
  • 11. POLL Customer Lifecycle Why do Customers defect? 2. Customer •  Price •  Communication 1. Prospect •  Customer Service •  Features 3. Loyal Customer 4. Former Customer Source: Account Planning in Salesforce, Daly 2013
  • 12. Account Planning helps Growth & Retention How much does Price act as a driver of customer defection?4 Customer’s View 25% Vendor’s View 0% 25% 48% 50% 75% Drivers of customer defection3 50% 25% 68% 25% 0% Customer Service Price 14% Product Source: (1) Marketing Metrics, (2) Bain & Company, (3) US SBA, US CC, (4) Rightnow Technologies
  • 13. Account Planning Matters •  Single view of customer •  Deeper understanding of customer’s business •  25% greater average deal size •  58% increase in win rate 90% of sales managers do deal reviews in Dealmaker. Imrana Ghani, Sales Operations Manager
  • 14. Your Account is a Marketplace
  • 15. When Large Companies Combine •  Common methodology •  Account collaboration •  Increase in trust •  400% increase in pipeline •  $5 billion in potential contracts All the team players that collaborate on an account at Xerox ... have a common methodology to talk in the language of our customer. Patricia Elizondo, Senior Vice President
  • 16. 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  • 17. Research for Insight er m Custo Compan y It's all about the 3 ‘C’s
  • 18. Research for Insight Impact on a Customer fn (Business Problems, Business People)
  • 19. Research for Insight Impact on a Customer fn (Business Problems, Business People) 61% 54%
  • 20. About Trust Nothing Else Matters1
  • 21. About Trust
  • 22. POLL Who do you trust? •  Academic or Expert •  CEO •  Someone Like You •  Government Official Nothing Else Matters1 •  Regular Employee
  • 23. About Trust
  • 24. Trust Determines Your Role in the Process Assess the Drivers Measure Establish Results Initiatives Trusted Advisor Problem Solver Implement Credible Source Vendor Initiate a Project Negotiate and Evaluate Sign Contracts Products Prove the Concept
  • 25. Research for Insight What do you need to research / record? Plan Goal, Overview, History, Resources, CSFs … Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape … Customer’s View, Exec Credibility, Cultural Fit, Customer Sat … Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision … Customer SWOT, Our SWOT (inc Competitive Landscape)
  • 26. Research for Insight The impact on a customer of a bad buying decision … is greater than the impact on a sales person of a lost sale
  • 27. 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  • 28. Integrate for Velocity Customer Salesforce.com Account Team + Execs Sales Ecosystem
  • 29. Integrate for Velocity Key Named Territory Market Segmentation Account Planning Account Management Opportunity Management
  • 30. 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  • 31. Focus for Impact Segment the Account to prioritize the right Business Units Importance to Us Future Potential Current Opportunities Previous Business Importance to Customer Revenue Contribution Profit Contribution Current Importance Future Importance …
  • 32. Focus for Impact
  • 33. Account Planning & Management Process
  • 34. 12 Elements of Great Account Planning Research Based Customer Focused Integrated Targeted Map People and Influence Aligned to Business Strategy Trust White Space Social and Collaborative Regular Cadence Measurable Action Oriented
  • 35. FRONT Thank You Will Wiegler Áine Denn Chief Marketing Officer EVP EMEA Chicago, Illinois wwiegler@thetasgroup.com +44 224.430.3433 Phone:(0) 78 23777929 adenn@thetasgroup.com Skype: willwiegler www.thetasgroup.com www.thetasgroup.com
  • 36. Maximize Revenue in Key Accounts Áine Denn, EVP EMEA Maureen Blandford, VP Marketing