SIMPLE ACCOUNT SEGMENTATION AND PROFILING

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A Framework for Simplified Account Segmentation and Profiling. …

A Framework for Simplified Account Segmentation and Profiling.

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  • 1. Simple Account Segmentation And Profiling SIMPLE ACCOUNT SEGMENTATION AND PROFILING A Framework for Simplified Account Segmentation and Profiling Joseph Schwartz 914-414-9935 | joe@jschwartzny.com www.linkedin.com/in/josephschwartz 1
  • 2. Simple Account Segmentation And Profiling 2 Why Segment and Profile Accounts? 1.  Understand your sales coverage of your target addressable market through the lens of opportunity •  Align your selling resources to where the biggest opportunities are 2.  Not all businesses perceive or can adopt your solution in the same way •  Maturity drives customer perceptions and need 3.  Sales teams need a simple way to avoid starting sales cycles that are doomed from the start •  Aligning your solutions to their appropriate customer segments and profiles does the trick
  • 3. Simple Account Segmentation And Profiling 3 A Segmented Go-to-Market Approach Will Create Greater Focus on Customers with Biggest Spend Coverage Model Account Type (Size) Solutions (Breadth) Account Type (Maturity) Strategic   (#)   Segment 1 > ~$?M per year Solu%ons   (e.g.  ?)   Transforma%onal   (e.g.  ?)   Enterprise   (#)   Modules   (e.g.  ?)   Transi%onal   (e.g.  ?)   Emerging   (#)   Products   Low  Touch  Inside  Sales   High Transac%onal   (e.g.  ?)   Segment 3     ~$?M to $?M per year Segment 4 ~$?k to $?M per year Segment 5 Level of Touch Segment 2 ~$?M to $?M per year < ~$?k per year •  Focus  direct  resources  (Sales  and  Services)  on  Strategic  and  Enterprise  accounts.       •  Hiring  profiles,  number  of  accounts  and  quotas  based  on  account  type  and  opportunity   •  Dedicated  resource  focus  on  top  strategic  accounts,  leveraging  transformaAonal  services  for  upsell,    &   targeAng  plaCorm  sales   •  Eliminate  or  reduce  AM  focus  in  Segments  4&5  –  leverage  VARS  and/or    low  touch  inside  sales   Low
  • 4. Simple Account Segmentation And Profiling 4 Size-Based Segmentation Definitions Type 1 Mid Market Type 3 ?+ ?+ ?+ ? ? ? ?+ Enterprise Type 2 ?+ ?+ ? ? ? Emerging Maturity •  Specialty skills •  Higher maturity •  Process drives customization •  Tools align to need •  Broad and general skills •  General lower maturity •  Tools define process •  Buyer persona •  Budget
  • 5. Simple Account Segmentation And Profiling 5 Maturity-Based Segmentation Group Type 1 (Low Maturity) Type 1 (Med. Maturity) Type 3 (High Maturity) View Tool focused Ops is a commodity I use-You manage Process focused management & improvement Understand need for IM Service alignment Benchmark service costs Vendor consolidation play Positioning TCO-TTV 1st, then function Whole>sum of parts Manage vs. track Breadth-Depth Tie in to excellence within multiunit enterprise “Get out of tools/infrastructure business” Customer Challenges No single view of Ops Manual steps & human error Failures rate & performance Inconsistent performance Inefficient-many processes Silo activity / poor coordination Poor business alignment Multi-vendor integration Cross discipline reporting Qualifying questions TCO of current tools? Next upgrade? Project Scope What other tools are you using for Traffic / AS (etc.) Processes written & used? satisfied with effectiveness? Compliance? Scope of process deployment High Integration costs? Deploy new biz service? Tech / DC consolidation? Selection criteria Cost Performance Ease to use/manage/upgrade Easy to customize TTV-Up & running in weeks Process focused Complete OTB functionality Reporting Integration robustness Process guidelines Depth AND breadth of offerings Analytics Product costing Objections OTB in not flexible, My process vs. yours Approach (OTB vs. custom) Too big-overkill
  • 6. Simple Account Segmentation And Profiling 6 Simple Segment Aligned Solution Map Maturity Showcase Accounts Strategic Size Enterprise Enterprise 2 Accounts Emerging Type 1 Type 2 Lead w/ your solution Lead with services Let the customer take you to your solution Services Type 3
  • 7. Simple Account Segmentation And Profiling 7 Customer Segmentation AND Customer Engagement Must Go Together •  Maturity Segments •  My Way •  Savvy •  Vision Aligned •  Size-based Segments •  Enterprise •  Mid-Market •  Emerging •  Installed Solution Segments •  Our solution •  Competitive Replace* * Assumes no true green field without an incumbent •  Customer  Engagement   + First principle: Where is the customer in THEIR buying cycle process? Discover Explore Buy Value Realization Second principle: Understand which combination of segments we are dealing with before proposing a solution
  • 8. Simple Account Segmentation And Profiling 8 Solution Mapping (Function-Based) Solution Functions Type 1 Type 2 Type 3 Enterprise Mid Market Emerging Function 1 Function 2 Function 3 Function 4 Function 5
  • 9. Simple Account Segmentation And Profiling Buyer Landscape (Example) 9
  • 10. Simple Account Segmentation And Profiling 10 Messaging Model Platform / Vision Buyer Initiative Role Level Enterprise Value Paths Value Paths Value Paths Role Level Business Business Business Use Case Use Case Use Case Level Level Level Value Paths Value Paths Value Paths Business Business Business Use Case Use Case Use Case Level Level Level Emerging Value Paths Value Paths Value Paths Business Business Business Use Case Use Case Use Case Level Level Level Product Role Level Mid-Market Brand Role Level
  • 11. Simple Account Segmentation And Profiling 11 Messaging Principles •  Build from the bottom up leveraging business use case-driven differentiators, metrics and proof points •  Next level up are value paths – customer projects, i.e., “order management,” translated into differentiated product-level messaging / value props •  Map to top level Brand attributes – brand attributes should be a consolidation of portfolio value props
  • 12. Simple Account Segmentation And Profiling 12 Audiences •  (Go-to-Market Team) produces messaging for internal audiences •  Programs •  •  •  •  •  •  •  •  •  •  •  Campaigns Nurture streams webinars Online advertising SEM Web team, Social AR/PR – media, analyst presentations Corp. – Executive briefings, presentations Training & Enablement, Sales Kick Off, Prospect Generation kits Field Marketing / event promotion, trade shows, etc. … •  Each team creates its own executions, often with GTM team involvement
  • 13. Simple Account Segmentation And Profiling 13 Sources & Validation •  The following should be sources and validation points for all messaging work •  Brand •  Sourced: Solution marketing, GTM Initiative Core Team •  Validated by: Leadership Team, Analysts, SMEs •  GTM Initiative: e.g., solution go-to-markwt •  Sourced: Initiative Core Team •  Product Themes (Value paths) •  Sourced: Business Use Cases, Value Framework •  Validated by: Field (Ses/SAs), Analysts, SMEs, PM, Customer proof points Note: A value path must at minimum contain: value driver (s), referenced business use cases and metrics, customer proof points •  Role level: maps to buyer landscape •  Sourced: Solution Marketing buyer landscape, Value Cards, Personas