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BMA Chicago - Sales and Marketing Alignment That Actually Produced Results

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BMA Chicago - Sales and Marketing Alignment That Actually Produced Results

  1. 1. Sales and Marketing Alignment that actually produced results! T. Insprucker 847-963-8863 1
  2. 2. Select customers with FACTS! $140,000,000 $120,000,000 Cumulative CM $100,000,000 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $1 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 5500 5786 Customers ranked by CM (highest to lowest) The Top 1,300 Accounts Represent Approximately 90% of the Total Margin T. Insprucker 847-963-8863 2
  3. 3. Market Segmentation - Behavior End User Specified OEM Specified Process N/A Fab Press Centrifuge Molding Commercial HVAC Eng. Gen Pump Repetitive Manufacturing Commercial Compressor Woodworking Appliance Design/Build It’s What They Do! Not What They Buy! T. Insprucker 847-963-8863 3
  4. 4. A Good Customer is: • A Good Customer Is Any Customer Who Meets Your Criteria for Good Customer Selection • What Are the Criteria for Account Selection? • Does $$$ Opportunity = “Goodness”? • Does past performance = “Goodness”? • Do long valued relationships = “Goodness”? Q: What is the Mortal enemy of your team? A: Anecdotal evidence T. Insprucker 847-963-8863 4
  5. 5. When Is a $40,000 Customer Worth More Than an $80,000 Customer? When the $40K Customer Is at 50% Margin and the $80K Is at 20% T. Insprucker 847-963-8863 5
  6. 6. T. Insprucker 847-963-8863 6
  7. 7. T. Insprucker 847-963-8863 7
  8. 8. • Develop or Maintain • Covered by Square D Channel Accounts T. Insprucker 847-963-8863 8
  9. 9. The Model Programs T. Insprucker 847-963-8863 9
  10. 10. Implications of Major Account Strategy Major Accounts Square D OEM Sales - Primary Major Acct Marketing Manager Responsibilities: • Major Acct. Plan Development/Msrmnt. • Drive Major Acct. Needs/Priorities • Drive Productivity/Specialized Services • Manage multi-site coordination Square D Distributors - Supporting Electronic Machinery Panel Building Control Semiconductor Panels Square D Metalworking Panels Printing T. Insprucker 847-963-8863 Back-Up Power Computer Pwr. Engine Generator Telecomm • Policy Deployment HVAC/Pump/ Compressor EDEM Mat Handling HVAC EDEM Packaging Refrigeration EEM Conveyance Pump Retrofitters Elevator Compressor Escalator 10
  11. 11. Go to market Implications of Channel Strategy Channel Accounts Distributor Sales - Primary Responsibilities: • Distributor Business Development • Policy Deployment • Sales Plan/Program Support Square D Channel Sales - Supporting • Price/Profitability Management Field/Channel Marketing Support Electronic Machinery Panel Building Control Semiconductor Panels Square D Metalworking Panels Printing T. Insprucker 847-963-8863 Back-Up Power Computer Pwr. Engine Generator Telecomm HVAC/Pump/ Compressor EDEM Mat Handling HVAC EDEM Packaging Refrigeration EEM Conveyance Pump Retrofitters Elevator Compressor Escalator 11
  12. 12. T. Insprucker 847-963-8863 12
  13. 13. How to keep alignment • Yearly one week boot camp for ALL sales and marketing, focused on the new years plan of action. Plus time for team building/bonding. •Quarterly meetings of Major account and portfolio account teams • Constant executive dialogue T. Insprucker 847-963-8863 13

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