Optimized for Growth: Growing a Sales Organization

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]

Optimized for Growth: Growing a Sales Organization

by Mary Adams on Nov 15, 2010

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Optimized for Growth: Growing a Sales Organization — Presentation Transcript