Plan, Plan, Plan for Every Account

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  • 1. Plan, Plan, Plan for Every Account Heather Durden, salesforce.com Tom Jordan, Endeca Jeff Guillot, Hoover’s Track: Sales Executives
  • 2. Safe Harbor Statement
    • “ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.  All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
    • The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates.
    • Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor .
    • Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all.  Customers who purchase our services should make purchase decisions based upon features that are currently available.  Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
  • 3. Heather Durden DIRECTOR of PRODUCT MARKETING [email_address]
  • 4. Why do Account Planning?
    • Leave no stone unturned
    • Increase customer profitability
    • Spend time with the right people…
      • … talking about the right solutions
    • Avoid surprises
    • Create a future
    In most companies, 30% to 40% of all business is unprofitable, and 20% to 30% of business provides nearly all of the profits Jonathan Byrnes, Harvard Business Review “ ”
  • 5. Components of an Account Plan
    • Account Intelligence
      • Company Information
      • Relationship Information
    • Revenue History and Goals
      • Historical Sales
      • Goals and Metrics for Success
    • Account Strategies
      • Addressable Business Issues
      • Strengths / Barriers
      • Specific Actions Assigned
  • 6. Leveraging salesforce.com to do Account Planning
    • AppExchange
    • Custom-Built
    Custom Fields Custom Objects Custom Tabs Built to fit your specific process and strategies
  • 7. TOM JORDAN SR MANAGER, BUSINESS OPERATIONS [email_address]
  • 8. Company Introduction
    • Next-generation information access company uniting the ease of search with the analytical power of business intelligence
    • “ Endeca's software makes Google's ballyhooed link-popularity algorithms look downright quaint by comparison." –Matthew Boyle, Fortune
    INDUSTRY: Software EMPLOYEES: 300+ GEOGRAPHY: Global PRODUCT(S) USED: Marketing, SFA, Service & Support # USERS: 150
  • 9. Account Planning
      • “ A plan of action based on intelligence intended to accomplish a specific goal”
    • Key Components of Strategy
      • Intelligence
      • Plan of Action (Execution)
  • 10. Account Intelligence
    • Economic Landscape
      • Customer’s business description
      • Customer’s corporate tree
      • Customer’s financial results
      • Customer’s key business drivers
    • Political Landscape
      • Formal Organizational Chart
      • Informal Organizational Chart (i.e., Power & Influence)
      • Individual Opportunity Roles
    • Competitive Landscape
      • Competitor profiles (SWOT)
      • Projects / Contracts
      • Political Alignment
    • Operational Landscape
      • IT infrastructure
      • Endeca history
      • Decision Criteria and Process
  • 11. Plan of Action
    • Territory Plans
      • Written once a year at Kick Off or 30-days into employment
      • Consists of Objectives, Strategy, Action Plan
      • Constructed by reps & managers and reviewed with entire district
    • Account Plans
      • Living document that includes Account Intelligence and Account Strategy
      • Used for all “Major Accounts”
    • Opportunity Plans
      • Lightweight document that includes specific objectives, tactics and timelines for success. Often shared with the customer/prospect
      • Used for all other accounts
  • 12. “ No plan survives contact with the enemy.” Field Marshal Helmut Von Moltke
  • 13. Salesforce.com supports the process
    • Economic Landscape
      • Hoovers & OneSource Integration
      • Yahoo & Other links
      • iProfile
    • Political Landscape
      • Hoovers & OneSource Integration
      • iProfile
      • Jigsaw
    • Competitive Landscape
      • Install Base
      • Loss Analysis
      • CI Group
      • Endeca Customer Navigator (ECN)
    • Operational Landscape
      • iProfile
      • Endeca Customer Navigator (ECN)
  • 14. OneSource & Hoovers Integration
      • Account Intelligence: data augmentation of accounts and leads
      • Contact/Lead Additions: adds and de-dups contacts & leads
      • Prospecting: search accounts by criteria and add to salesforce.com
      • News
  • 15. Data Enrichment
  • 16. Prospecting
  • 17. News
  • 18. iProfile & Jigsaw
    • Jigsaw
      • Buy and trade contacts and directly upload to Salesforce
    • iProfile/EuroProfile
      • Reports and Org Charts that can be stored in Salesforce
      • Will soon be integrated
  • 19. iProfile – Stored as Attachments
  • 20. Customer Data - Why its critical
    • Capturing information about your customers is a huge step forward for Account Planning
      • 80-90% of your future business will be either install business or like business
    • Information can be used for:
      • Territory Planning
      • Account Planning
      • Opportunity Planning
      • Reference Selling & Reference Calls
  • 21. Customer Data – Define What, Who, When
    • What to capture
      • General Business Information
      • Purchase History
      • Specific Usage Data
      • Competitive Data
      • ROI/Customer Case Study
      • You can get even more end-to-end data if:
        • Use Case Mgmt
        • Use Contracts
        • Integrate w/other systems
    • Define a clear process of who enters the data and when
    • Monitor and measure that process
  • 22. Application Tab
  • 23. Customer Navigator
  • 24. Plan of action(s)
    • Formal Documents for Territory Plans, Account Plans and Opportunity Plans
    • Living Documents
    • Currently stored as attachments into salesforce.com
    • 2007 project to develop a wizard-like automation of these plans
  • 25. Results
    • 100% of all accounts have gone through Data Augmentation
    • 50% of Major Accounts have an account plan
    • 80% of Opportunities have an opportunity plan
    • One stop shopping for all prospecting – saves lots of time!
    • Customer Intelligence in the hands of the doers makes them more productive
    • Anticipate a huge reduction of keystrokes when wizard is implemented
  • 26. JEFF GUILLOT EVP, Product & Technology [email_address]
  • 27. Company Introduction
    • Unrivaled Depth and Breadth
      • Combining proprietary data collection technologies with information from D&B and trusted 3 rd party sources, Hoover’s uncovers information on more than 19 million companies worldwide.
    • Editorial Expertise
      • Our editorial team resolves inconsistencies across multiple data sources to ensure that our information is 100% correct before it’s posted.
    • Easy to Use
      • Hoover’s was “born on the Web” and understands Web usability – we’ve won numerous awards declaring us “best in class.”
    • Enlightening and Engaging Business Information
      • Only Hoover’s leverages journalistic capabilities to transform tedious, flat company information into easy-to-read, entertaining content.
    INDUSTRY: Business Services EMPLOYEES: 500+ GEOGRAPHY: Global PRODUCT(S) USED: Unlimited Enterprise Edition # USERS: 350+
  • 28. Background – Hoover’s Sales
    • Who we are:
      • B2B telesales selling model with strategic account and 3 rd party teams
      • Subscription based product, as well as transactional products such as lists, books, reports
      • Current Business Information and Tools
    • Hoover’s and Salesforce:
      • Access Hoover’s
      • Best Selling Release
      • 2.0 Enhancements Launching Soon
  • 29. Background – Salesforce Project
    • Our Salesforce implementation goals:
      • Consolidate and virtualize globally disbursed sales team with a scalable platform
      • Standardize processes and decrease channel conflict with a common sales system
    • Where we are:
      • Design Phase of First Deployment
      • Planning Phase of Future Deployments
    • Where we’re going:
      • 5 Deployments and Beyond
      • Test and Learn Methodology
  • 30. Account Planning Strategy
            • IDENTIFY
            • PRIORITIZE
            • MEASURE
  • 31. Account Planning - IDENTIFY
    • How we IDENTIFY Accounts:
    • COMPANY INFORMATION : Use DUNS Number as a Unique Identifier to keep data clean and append 70+ company attributes
    • CONTACTS : Use Access Hoover’s to identify contacts, access current information
    • NETWORK : Use Visible Path to reach targeted contacts
    • 360 ° Customer View through system integration of Authentication/Usage, Billing, Customer Service, and Visible Path systems
  • 32. Account Planning - IDENTIFY Identify Contacts Identify Companies Identify Networks
  • 33. Account Planning - PRIORITIZE
    • How we PRIORITIZE Accounts:
    • ACCOUNTS : Use segmentation data such as family tree, risk profile, company size, industry to prioritize accounts
    • CUSTOMER NEED : Track Customer Aspirations so can target offers with value-based marketing campaigns
    • SALES ACTIVITY : Create renewal activities based on renewal cycle and usage trends
    • OPPORTUNITY : Use Access Hoover’s for current company news and company financials
  • 34. Account Planning - PRIORITIZE Prioritize Customer Need Prioritize Sales Potential Prioritize Sales Activity
  • 35. Account Planning - MEASURE
    • What we MEASURE:
    • Operational
      • Rep’s pipeline status dashboards / automated alerts
      • Completed activities by campaign
      • Sales by campaign offer, sales segment
      • Daily feedback from sales reps regarding sales script best practices
    • Tactical
      • Pricing trends by segment, by product
      • Usage, purchase history, segment analysis
    • Strategic
      • Customer Service Scorecard
      • Sales Scorecard
    • Measure success of IDENTIFY and PRIORITIZE efforts in order to feed lead generation engine and optimize retention up-sell, cross-sell offers.
  • 36. Account Planning - MEASURE IDENTIFY and Import Similar Prospects MEASURE Operational Sales Metrics PRIORITIZE Using Tactical and Strategic Metrics
  • 37. Account Planning Summary
    • IDENTIFY
    • CUSTOMIZATION: Use DUNS Number as a Unique Identifier to keep data clean and append 70+ company attributes
    • APPEXCHANGE TOOL : Access Hoover’s to download contacts, Update company information, and import lists
    • SYSTEM INTEGRATION : Authentication/Usage, Billing, Customer Service, Visual Path systems integration
    • PRIORITIZE
    • CUSTOMIZATION : Append DUNS segmentation data such as family tree, risk profiles, high value industries
    • STANDARD FUNCTIONALITY : Pipeline, Workflow
    • CUSTOM OBJECT : Aspiration tab
    • APPEXCHANGE TOOL : Data Loader
    • MEASURE
    • STANDARD FUNCTIONALITY : Reports and Dashboards
    • APPEXCHANGE TOOLS : Access Hoover’s Build Lists
  • 38. QUESTION & ANSWER SESSION Tom Jordan Sr. Manager, Business Operations Jeff Guillot EVP, Product & Technology
  • 39. Session Feedback Let us know how we’re doing!
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