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Optimized for Growth: Growing a Sales Organization

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  • The field sales organization benefits from very good intellectual capital, especially on the human and relationship sides. Human Capital appears strong. Field reps are stand-alone professionals capable of representing Philips Lifeline in a variety of situations. Relationship capital is extensive, reflecting a long history of leadership in the market. Many programs are inactive or performing at a low level. As you scale, these programs are a distraction and a weakness in your territory management. Room for improvement through cultivating relationships with facilities. There is some very good structural capital but many instances of “re-inventing” the wheel which create great opportunities for creating additional structural capital. For example: Program management: Increase standardization (maybe through using designated staff?) Program marketing: Create more training for marketing personnel at programs Territory Management: Create templates for definition of territories Create templates for strategic planning of territories

Optimized for Growth: Growing a Sales Organization Optimized for Growth: Growing a Sales Organization Presentation Transcript

  • Optimized for Growth Mary Adams, I-Capital Advisors Winchester, MA, USA ICICKM 2010 – Hong Kong
  • Background
    • Sales organization looking to grow but needed a “formula”
    • Project had two phases:
      • Top down view of IC as strategic resources
      • Bottom up view of IC as dynamic system
    • Keys to success: visualization to cut through complexity
    • IC concepts used in simple but powerful form
    Not planned as an “IC” project
  • Phase I: How do we grow? Looked at IC from top down
  • How do we get paid? Human Capital Relationship Capital Structural Capital
  •  
  • Phase I
    • High level view of key human and relationship capital elements:
      •  Made it clear that the group was understaffed
    • High level inventory of IC:
      •  Led to restructuring of sales staff to do different jobs (project mgmt and referral mktg)
      •  Helped company understand the power of structural capital to help scale and optimize (became Phase II)
  • Phase II: How to optimize growth? Looked at IC from bottom up
  • Motivating Referral Developing Program Relationships Developing HCO Relationships Closing Sale
  • Basic Mapping Technique Role Role Intangible exchange Tangible exchange Tangible exchange Intangible exchange
  • Value Network Map: Closing Sales
  • Phase II – Four value maps
    • Improved sales closing process
    • Arm salespeople with competitive info
    • Created business cases for selling to programs, HCO’s and referral marketing
    • Constructed an internal knowledge-sharing platform for sales group
    • Longer term: looked to rationalize channels to markets
    • Expected time/productivity savings: 1-2 days/month
  • Lessons learned
    • IC not a separate field of study
    • IC is about bottom-up info and solutions
    • Visualization cuts through complexity
    • IC is critical to growth and innovation
  • Resources
    • Download slides SlideShare.com/MaryAdamsICA
    • Book IntangibleCapitalBook.com
    • Blogs SmarterCompaniesBlog.com
    • Community ICKnowledgeCenter.com
    • Mary Adams 781-729-9650
    • [email_address]