Where to find one more deal to make the quarter

1. WHERETO FIND ONE
MORE DEAL TO MAKE
THE QUARTER
RESILIENT REVENUE.COM
ANNE JACKSON
WHERETO FIND ONE
MORE DEAL TO MAKE
THE QUARTER

2. EXECUTIVE SUMMARY:TARGETING THESE CLIENTS
WILL MEASURABLY IMPACTYOUR REVENUE
• The best place to find revenue late in the quarter is
to identify your under served inactive, large clients
• Why bother?
• Even with 1000's of clients buying, I've seen cases where a• Even with 1000's of clients buying, I've seen cases where a
couple of these clients buying measurably impacts revenue
• If there is something systematic going on, you need to
address it or next quarter will also be a struggle
• Large, inactive clients are the best source of near term
revenue
EXECUTIVE SUMMARY:TARGETING THESE CLIENTS
WILL MEASURABLY IMPACTYOUR REVENUE
The best place to find revenue late in the quarter is
to identify your under served inactive, large clients
Even with 1000's of clients buying, I've seen cases where aEven with 1000's of clients buying, I've seen cases where a
couple of these clients buying measurably impacts revenue
If there is something systematic going on, you need to
address it or next quarter will also be a struggle
Large, inactive clients are the best source of near term

3. AGENDA
• Which customers to target: large, inactive customers
• Why are these customers inactive:
• Ready to buy and waiting for you to call
• New boyfriend
• Disruption (alternative)• Disruption (alternative)
• Customer satisfaction issue
• Oversold
• Forgotten
• Have their own problems and can’t buy right now
• How to: analysis to find these customers
• Summary
Which customers to target: large, inactive customers

4. WHICH CUSTOMERS: LARGE, INACTIVE
• Large, existing customers who have not
bought recently.
• These clients:
• Already have a strong relationship with you• Already have a strong relationship with you
• Already know and like the product
• Likely have an internal champion who can help
find another use case
• If a deal happens, there is a high likelihood that
it will be a large deal
WHICH CUSTOMERS: LARGE, INACTIVE
Large, existing customers who have not
Already have a strong relationship with youAlready have a strong relationship with you
Likely have an internal champion who can help
If a deal happens, there is a high likelihood that

5. WHY INACTIVE: READY TO BUY
• It’s been a while since their last purchase and
they are ready to buy again
• These clients:
• Need to have seller assigned• Need to have seller assigned
• May look ready but actually there is an underlying
problem (see next pages)
• If there is a systematic problem, you may need to
create a “program” (a targetted set of marketing,
sales, support activities) for these clients
WHY INACTIVE: READY TO BUY
It’s been a while since their last purchase and
What is
your client's
buying
pattern
May look ready but actually there is an underlying
If there is a systematic problem, you may need to
set of marketing,

6. WHY INACTIVE: NEW BOYFRIEND
• Your competitor has gained a foothold and
net new sales are going there
• These clients:
• Need attention to maintain existing footprint• Need attention to maintain existing footprint
• Need to be categorized as either "lost cause" or
"win back"
• If there are a lot of these, you need to take steps
with entire client base and possibly make changes
to your product to prevent further attrition
WHY INACTIVE: NEW BOYFRIEND
Your competitor has gained a foothold and
Need attention to maintain existing footprintNeed attention to maintain existing footprint
Need to be categorized as either "lost cause" or
If there are a lot of these, you need to take steps
with entire client base and possibly make changes
to your product to prevent further attrition

7. WHY INACTIVE:ALTERNATIVE
• Your customer has found another way to address
their need
• These clients:
• Need attention to maintain existing footprint
• Need to be categorized as either "lost cause" or "win
back"
• This is different from competitors because it means the
whole market is shifting and possibly disrupting (you
can be the best buggy whip maker but that doesn’t do
much good if the world has moved to cars).
WHY INACTIVE:ALTERNATIVE
Your customer has found another way to address
Need to be categorized as either "lost cause" or "win
This is different from competitors because it means the
whole market is shifting and possibly disrupting (you
can be the best buggy whip maker but that doesn’t do

8. WHY INACTIVE: CUSTOMER SATISFACTION ISSUE
• Your customer has an unresolved customer
satisfaction issue which is preventing
further expansion of your product footprint
• These clients:• These clients:
• Need attention from support or product teams
to resolve
• Is this a resolvable issue?
• If issue is pervasive, is the customer sat issue a
sales issue, a support issue, or a product issue?
WHY INACTIVE: CUSTOMER SATISFACTION ISSUE
Your customer has an unresolved customer
further expansion of your product footprint
Need attention from support or product teams
If issue is pervasive, is the customer sat issue a
sales issue, a support issue, or a product issue?

9. WHY INACTIVE: OVERSOLD (SHAME ONYOU!)
• Your overly effective sales team has sold more to
this customer than they possibly need
• These clients:
• Have over bought, leading to no further sales
opportunitiesopportunities
• Are potentially not being called on by sales given lack of
opportunity giving a competitive opening
• Have a high potential for customer sat issues
• You will need to help these customers find meaningful
projects to absorb the excess product
WHY INACTIVE: OVERSOLD (SHAME ONYOU!)
Your overly effective sales team has sold more to
Are potentially not being called on by sales given lack of
You will need to help these customers find meaningful

10. WHY INACTIVE: FORGOTTEN (SHAME ONYOU!)
e various organizational and personnel changes, this customer got
e clients:
Haven't seen you in a while so likely they have also had changes on their endHaven't seen you in a while so likely they have also had changes on their end
Assume the relationship needs to completely restart
Are an unknown situation. Your sales team will be walking in blind and may find
competitors infringing and/or customer sat issues
omers fall off the radar for a wide variety of reasons but reconnecting
takes a lot of time and effort on the part of the sales team and may
re focused attention from both marketing and support organizations as
WHY INACTIVE: FORGOTTEN (SHAME ONYOU!)
e various organizational and personnel changes, this customer got
Haven't seen you in a while so likely they have also had changes on their end ….Haven't seen you in a while so likely they have also had changes on their end ….
Are an unknown situation. Your sales team will be walking in blind and may find
omers fall off the radar for a wide variety of reasons but reconnecting
takes a lot of time and effort on the part of the sales team and may
re focused attention from both marketing and support organizations as

11. WHY INACTIVE: COMPANY HAS OWN PROBLEMS
OR CHANGES
customer has internal issues or changes
se clients:
May be going out of business or have a temporary business challenge
May have an organizational change which resulted in your champion noMay have an organizational change which resulted in your champion no
longer in the position to champion you
ending on your exposure to a given company or industry, these
present a significant revenue risk to your organization.
re is a “natural” customer attrition that is outside of your control
structuring your business to weather these issues is an important
of resilient revenue.
COMPANY HAS OWN PROBLEMS
May be going out of business or have a temporary business challenge
May have an organizational change which resulted in your champion noMay have an organizational change which resulted in your champion no
ending on your exposure to a given company or industry, these
present a significant revenue risk to your organization.
re is a “natural” customer attrition that is outside of your control
structuring your business to weather these issues is an important

12. HOWTO: INACTIVE, LARGE CLIENTS
To create a list of inactive, large clients to target, use your basic ledger
data for each customer – the revenue generated by each customer
Take 3-5 years of revenue data by client
• Sum across years to create a total rev/client
• Order from largest to smallest and take top 10-20% of clients• Order from largest to smallest and take top 10-20% of clients
• Filter so you only see clients that haven't bought in last year or so (adjust this
based on your customers buying patterns)
• Check this list against your sales pipeline and any client not in pipeline is your
target list
For each client you identify as a target, identify why they aren’t buying.You
should end up with a short list of targets with a set of concrete actions to
transition these clients from “inactive” to “active”.
HOWTO: INACTIVE, LARGE CLIENTS
To create a list of inactive, large clients to target, use your basic ledger
the revenue generated by each customer
Filter so you only see clients that haven't bought in last year or so (adjust this
Check this list against your sales pipeline and any client not in pipeline is your
For each client you identify as a target, identify why they aren’t buying.You
should end up with a short list of targets with a set of concrete actions to

13. SUMMARY: FINDING ONE OF THESE CLIENTSWILL
MEASURABLY IMPACTYOUR REVENUE
• The best place to find revenue late in the quarter is
to find an under served inactive, large client
• Why bother?
• Even with 1000's of clients buying, I've seen cases where a• Even with 1000's of clients buying, I've seen cases where a
couple of these clients buying measurably impacts revenue
• If there is something systematic going on, you need to
address it or next quarter will also be a struggle
• Large, inactive clients are the best source of near term
revenue
SUMMARY: FINDING ONE OF THESE CLIENTSWILL
MEASURABLY IMPACTYOUR REVENUE
The best place to find revenue late in the quarter is
to find an under served inactive, large client
Even with 1000's of clients buying, I've seen cases where aEven with 1000's of clients buying, I've seen cases where a
couple of these clients buying measurably impacts revenue
If there is something systematic going on, you need to
address it or next quarter will also be a struggle
Large, inactive clients are the best source of near term