Maximize Revenue in
Key Accounts
Áine Denn, EVP EMEA
Maureen Blandford, VP Marketing
Áine Denn

Executive Vice President EMEA

Maureen Blandford
Vice President Marketing
Your Account is a Marketplace
Your Account is a Marketplace

Create, develop, pursue, and win
business that delivers mutual value
for you and your custo...
Account Planning helps Growth & Retention
Cost to retain existing and
acquire new customers2

1$
6 Times More Costly to Ac...
Some facts about Account Planning ...
Sales Reps who say they can …

Increase quota attainment by …

53%

maximize revenue...
The Customer Lifecycle

1. Prospect

Source: Account Planning in Salesforce, Daly 2013
The Customer Lifecycle

2. Customer
1. Prospect

Source: Account Planning in Salesforce, Daly 2013
The Customer Lifecycle

2. Customer
1. Prospect

3. Loyal Customer
4. ______________
Source: Account Planning in Salesforc...
The Customer Lifecycle

2. Customer
1. Prospect

3. Loyal Customer
4. Former Customer
Source: Account Planning in Salesfor...
POLL Customer Lifecycle
Why do Customers defect?
2. Customer

•  Price

•  Communication
1. Prospect
•  Customer Service
•...
Account Planning helps Growth & Retention
How much does Price act as a
driver of customer defection?4
Customer’s View

25%...
Account Planning Matters
•  Single view of customer
•  Deeper understanding of
customer’s business
•  25% greater average ...
Your Account is a Marketplace
When Large Companies Combine
•  Common methodology
•  Account collaboration
•  Increase in trust
•  400% increase in pipel...
3 Things to Consider

Research for Insight
Integrate for Velocity
Focus for Impact
Research for Insight

er

m
Custo

Compan
y

It's all about the 3 ‘C’s
Research for Insight
Impact on a Customer
fn (Business Problems, Business People)
Research for Insight
Impact on a Customer
fn (Business Problems, Business People)

61%

54%
About Trust

Nothing Else
Matters1
About Trust
POLL
Who do you trust?
•  Academic or Expert

•  CEO
•  Someone Like You
•  Government Official Nothing Else
Matters1
•  R...
About Trust
Trust Determines Your Role in the Process
Assess the Drivers
Measure

Establish

Results

Initiatives

Trusted Advisor
Pro...
Research for Insight
What do you need to research / record?
Plan Goal, Overview, History, Resources, CSFs …
Business, BUs ...
Research for Insight

The impact on a customer
of a bad buying decision …
is greater than the
impact on a sales person of ...
3 Things to Consider

Research for Insight
Integrate for Velocity
Focus for Impact
Integrate for Velocity

Customer

Salesforce.com

Account Team + Execs
Sales Ecosystem
Integrate for Velocity
Key

Named
Territory

Market
Segmentation

Account
Planning

Account
Management

Opportunity
Manage...
3 Things to Consider

Research for Insight
Integrate for Velocity
Focus for Impact
Focus for Impact
Segment the Account to prioritize the right Business Units

Importance to Us

Future Potential
Current Op...
Focus for Impact
Account Planning & Management Process
12 Elements of Great Account Planning

Research Based

Customer Focused

Integrated

Targeted

Map People
and Influence

A...
FRONT

Thank You

Will Wiegler
Áine Denn
Chief Marketing Officer

EVP EMEA

Chicago, Illinois
wwiegler@thetasgroup.com

+4...
Maximize Revenue in
Key Accounts
Áine Denn, EVP EMEA
Maureen Blandford, VP Marketing
Sales Webinar | Maximize Revenue In Key Accounts
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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 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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Transcript of "Sales Webinar | Maximize Revenue In Key Accounts"

  1. 1. Maximize Revenue in Key Accounts Áine Denn, EVP EMEA Maureen Blandford, VP Marketing
  2. 2. Áine Denn Executive Vice President EMEA Maureen Blandford Vice President Marketing
  3. 3. Your Account is a Marketplace
  4. 4. Your Account is a Marketplace Create, develop, pursue, and win business that delivers mutual value for you and your customer
  5. 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. 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. 7. The Customer Lifecycle 1. Prospect Source: Account Planning in Salesforce, Daly 2013
  8. 8. The Customer Lifecycle 2. Customer 1. Prospect Source: Account Planning in Salesforce, Daly 2013
  9. 9. The Customer Lifecycle 2. Customer 1. Prospect 3. Loyal Customer 4. ______________ Source: Account Planning in Salesforce, Daly 2013
  10. 10. The Customer Lifecycle 2. Customer 1. Prospect 3. Loyal Customer 4. Former Customer Source: Account Planning in Salesforce, Daly 2013
  11. 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. 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. 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. 14. Your Account is a Marketplace
  15. 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. 16. 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  17. 17. Research for Insight er m Custo Compan y It's all about the 3 ‘C’s
  18. 18. Research for Insight Impact on a Customer fn (Business Problems, Business People)
  19. 19. Research for Insight Impact on a Customer fn (Business Problems, Business People) 61% 54%
  20. 20. About Trust Nothing Else Matters1
  21. 21. About Trust
  22. 22. POLL Who do you trust? •  Academic or Expert •  CEO •  Someone Like You •  Government Official Nothing Else Matters1 •  Regular Employee
  23. 23. About Trust
  24. 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. 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. 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. 27. 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  28. 28. Integrate for Velocity Customer Salesforce.com Account Team + Execs Sales Ecosystem
  29. 29. Integrate for Velocity Key Named Territory Market Segmentation Account Planning Account Management Opportunity Management
  30. 30. 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  31. 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. 32. Focus for Impact
  33. 33. Account Planning & Management Process
  34. 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. 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. 36. Maximize Revenue in Key Accounts Áine Denn, EVP EMEA Maureen Blandford, VP Marketing

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