Sales & Marketing Development Plan - a template for the CRO

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This playbook helps you build, measure, learn and adjust your sales and marketing leadership plan. It addresses many topics under Sales and Distribution, Customer Development, Strategic Marketing Frameworks and Integrated marketing Plans, including sample metrics for measuring progress.

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Sales & Marketing Development Plan - a template for the CRO

  1. 1. crowdsourced Sales & Marketing Development Plan for the Chief Revenue Officer 18/5/2014 Ed Alexander Chief Digital Consultant how customers happen
  2. 2. The clickable map on the next page outlines 4 major parts of a Sales & Marketing Development Plan for a typical organization. For some, this is too much structure; for others, not enough. What matters most is that you are marketing and selling effectively, shipping product, wowing customers, innovating, and measuring what matters to improve. Sample metrics are provided on each page to get you started. Feel free to substitute metrics and terminology that matter to you. Introduction 2 Navigation tips In Google docs: re-size using the +/- buttons, then use the < / > buttons and vertical slide bar in the left navigation panel. In PowerPoint (native .ppt file): Select View/Slideshow, then use Page Up/Down, scroll, or click any topic to jump right to it. Get the file If you think this tool would be useful for your own planning, development, training and review purposes, scroll to the end to get this file as a native PowerPoint file (.ppt), with all links activated, that you can tailor to suit your needs. Or, simply click: (this link is live in SlideShow mode) Get the file
  3. 3. 3 Sales and Distribution Strategy Strategic Marketing Framework Customer Development Program Integrated Marketing Plan Sales & Marketing Development Plan Glossary
  4. 4. 4 What follows is a breakdown of each quadrant, followed by (and linked to) detail pages where you can elaborate on each topic. Some suggested content, such as Key Performance Indicators for each topic, is pre-loaded to get you started. For demonstration purposes, a few subtopics in the two Marketing quadrants (right) are color-shaded (light red, yellow or green) according to the Sample Legend to show how the use of “traffic signals” as a color scheme can aid interpretations and decisions.
  5. 5. Sales & Marketing Development Plan Account Development Rapid Deployment Co-Led Staff Augmentation Strategy, Vision, Brands Total Accessible Market Segments Titles, Personae, Pain Top Targets SWOT Analyses – Strengths, Weaknesses, Opportunities, Threats Market Segmentation Ideal Customer Profile Competitive Landscape Positioning Messaging Models & Metrics Buyer’s Journey Review Analysis & Reporting Maintenance Calendar Collaterals (.pdf, video) Customer Testimonials Conversion tools Directors & Advisers Customers & Partners Employees & Members Public, Pro & Industry Promotional Transactional Blogs & Social Channels Resource Plan Sales and Distribution Strategy Strategic Marketing Framework Customer Development Program Integrated Marketing Plan Sample Legend Active Developing Inactive/Planning Schedules & Milestones People, Process, Resources Partner Strategy CRM Qualification Process development Sales Tools Ecosystem Co-marketers Integrators Solution sellers 5 Web Properties Pricing Models Perpetual Term Transaction based Asset based Outside Inside eStore Direct Sales Sales Pipeline Sales Management Lead Generation & Engagement PR / Analysts Audiences & CommunitiesDeployment Funnel Direct Partner Customer Asset Management Renewals Account Penetration Industry Penetration Satisfaction Referenceability Maintenance Renewal Existing Business Community Project Management Quota/Domain Math Territory Management Sales Incentive Plans Sales Process CRM / Automation Distribution Models Outside Inside eStore Traditional / offline Interactive / online Mission Content Value Proposition Not applicable PR Plan Speaking Engagements Industry Analysts Financial Analysts/VC
  6. 6. Sales and Distribution Strategy Partner Strategy CRM Qualification Process Development Sales Tools Ecosystem Co-marketers Integrators Solution Sellers Pricing Models Perpetual Term Transaction based Asset based Outside Inside eStore Direct Sales Sales Pipeline Sales Management Quota/Domain Math Territory Management Sales Incentive Plans Sales Process Distribution Models Outside Inside eStore Sales & Marketing Development Plan Get the file 6 Sales and Distribution Strategy
  7. 7. 7 Sales & Distribution Strategy Sales & Marketing Development Plan Key metrics: Customer Lifetime Value, pipeline value/volume/velocity Distribution Models Model Process Owner Key Performance Indicators Direct Inside Pipeline value, sales cycle velocity, win ratio E-store Inside # deals, value, velocity, win ratio Reseller Outside # trained, # deals, value, velocity, win ratio Partner Outside # trained, # deals, value, velocity, win ratio
  8. 8. 8 Sales & Distribution Strategy Sales & Marketing Development Plan Key metric: Value, Volume and Velocity of dealflow by pricing type Pricing Models Type Pricing Method Key Performance Indicators Perpetual Maintenance & service contracts Pipeline value, sales cycle velocity, win ratio Term Projects # deals, value, velocity, win ratio Transaction Products & services # trained, # deals, value, velocity, win ratio Asset Asset # trained, # deals, value, velocity, win ratio
  9. 9. 9 Sales & Distribution Strategy Sales & Marketing Development Plan Key metrics: CMRR – Committed Monthly Recurring Revenue; Customer Lifetime Value (CLV) Direct Sales Model Process Owner Key Performance Indicators Outside Sales team leader Qualified pipeline value, Sales cycle velocity, Sales win ratio Inside Marketing team leader Nurtured Leads converted to Opportunities, # deals, value, velocity, conversion rate eStore Website team leader Registrations, conversions, # deals, value, velocity, win rate
  10. 10. 10 Sales & Distribution Strategy Sales & Marketing Development Plan Key metric: Value, Volume and Velocity of dealflow by Partner type Partner Strategy Topic Process Owner Key Performance Indicators Ecosystem Sales & Marketing See below Co-marketers Sales & Marketing Integrators Sales & Marketing Solution Sellers Sales & Marketing
  11. 11. 11 Sales & Distribution Strategy Sales & Marketing Development Plan Key metrics: Customer Acquisition Cost; Changes in Value, Volume and Velocity at each stage Sales Pipeline Topic Process Owner Metrics CRM Sales / Marketing Qualified pipeline value, Sales cycle velocity, Sales win ratio Qualification Criteria Sales / Marketing Clear need? Likely to buy? Chance of winning? Good customer? Sales Process Development Sales / Marketing Ratio: MQLs / SALs (see Glossary –link below) Ratio: SALs / SQLs Sales Tools Sales / Marketing Registrations, conversions, # deals, value, velocity, win rate Glossary
  12. 12. 12 Sales & Distribution Strategy Sales & Marketing Development Plan Key metric: Customer Acquisition Cost cool tool Sales Management Topic Process Owner Metrics Quota / Domain Math Sales & Marketing Qualified pipeline value, Sales cycle velocity, Sales win ratio (see Forecast documents) Territory Management Sales & Marketing Effective sales processes and products by Geography, Industry, Rep, Price Margin Incentive Plans Sales & Marketing Team and Individual plans / goals Sales Process Sales / Marketing Most effective process(es); process bottlenecks; most productive lead sources
  13. 13. Account Development Customer Development Program Deployment Funnel Direct Partner Customer Asset Management Renewals Account Penetration Industry Penetration Satisfaction Referenceability Maintenance Renewal Existing Business Community Project Management Customer Development Program 13 Sales & Marketing Development Plan Get the file Co-Led Staff Augmentation Schedules & Milestones People Process Resources Rapid Deployment
  14. 14. 14 Customer Development Sales & Marketing Development Plan Key metric: Customer Acquisition Cost / Lifetime Customer Value Project Management Topic Process Owner Metrics Schedules & Milestones Service & Installation Deal flow, project cycle People Project Leader Performance of Installer & support team; customer feedback Processes Project Leader Phased approach success, customer feedback Resources Sales / Marketing CRM, Inventory, eStore transaction records
  15. 15. 15 Customer Development Sales & Marketing Development Plan Key metric: Value, Volume and Velocity at each deployment stage Deployment Funnel Method Process Owner Metrics Direct Service & Installation Deployment cycle analysis; use of FAQ, process docs Partner – co-led Project Leader Performance of Installer & support team; customer feedback Partner – staff augmentation Project Leader Performance of Installer & support team; customer feedback Resources Sales / Marketing CRM, Inventory, eStore transaction records
  16. 16. 16 Customer Development Sales & Marketing Development Plan Key metrics: Churn Metrics (detailed above), Customer Lifetime Value Account Development Initiative Process Owner Metrics Account Penetration Service & Installation Product / service upsell; deployment expansion, key relationship health Industry penetration Sales & Marketing Accounts, references, referrals, campaign response trends / sources, support & forum sentiment Market Penetration Sales & Marketing Partners, references, referrals, campaign response trends / sources, support & forum sentiment
  17. 17. 17 Customer Development Sales & Marketing Development Plan Key metrics: Customer Lifetime Value, Customer Churn Customer Asset Management Performance Factor Key Performance Indicators Satisfaction Correlate product use patterns by user, role, team, group, company , industry, geography, partner, product, service, etc. Referencability Engagement score – by user, role, team, group, company, industry, geography, partner, product / service, etc. Maintenance Product use patterns – success habits, distress signs, product roadmap inputs Renewal Engagement score – by user, role, team, group, company, industry, product / service Communities Score the value of a visit, share, follow, comment, post, join, registration, conversion, transaction, renewal, etc.
  18. 18. Strategic Marketing Framework 18 Strategic Marketing Framework Sales & Marketing Development Plan Get the file Mission Strategy, Vision, Brands Total Accessible Market Segments Titles, Personae, Pain Top Targets 3rd Party Landscapes Differentiators Barriers Market Segmentation Ideal Customer Profile Competitive Landscape Positioning Messaging Value Proposition
  19. 19. 19 Strategic Marketing Framework Sales & Marketing Development Plan Mission Performance Factor Key Performance Indicators Mission Why do we exist? Mission What do we stand for? Mission Who do we serve? Strategy What do we do better than anyone? How? Strategy How will we know we are succeeding? Vision Where are we going next? Why? Brands How will audiences recognize and relate to us? How will we relate to them? Unique Selling Proposition What do people hate about our market space? How do we solve those issues?
  20. 20. 20 Strategic Marketing Framework Sales & Marketing Development Plan Market Segmentation Market Segment Key Differentiators (see Value Proposition) Peer Competitors SWOT analysis, unique brand value (e.g. prestige / practicality, brand- ness factors Upstream Competitors Positioning in value chain Downstream Competitors Positioning in value chain Share of Wallet Competitors Size of addressable market, scope of reach Competitive Differentiation SWOT analysis, unique brand value
  21. 21. Ideal Customer Profiles (complete one of these slides for each segment) • Segments Geo, industry, size, other factors (see below) • Titles, Persona, Pain – If business: buyer role, purchase decision participation, org expectations, buying goals & concerns, technical sophistication – If consumer, consider: gender, age, marital status, online hangouts, likes/dislikes • Top Targets CXO / Influencer within target vertical, company, market, etc. 21 Strategic Marketing Framework Sales & Marketing Development Plan Key metrics: MQLs > SALs (Mktg Qualified Leads > Sales Accepted Leads) Glossary
  22. 22. Competitive Landscape (complete this SWOT analysis for each major/minor competitor) • 3rd Party Landscape – Major / minor player name: ______________ • Strengths / Differentiators – What do we do uniquely well compared to direct, upstream and downstream competitors? • Weaknesses / Barriers • Opportunities • Threats Which competitors beat us most often, and why? 22 Strategic Marketing Framework Sales & Marketing Development Plan
  23. 23. Value Proposition • Positioning – We do ____ for ____better than anybody else because we _____ . – For ….who want/need….we offer… We are better than alternatives, because…. Proof points:….(ROI examples) • Messaging – Neutralize “share of wallet” concerns with ROI proof 23 Strategic Marketing Framework Sales & Marketing Development Plan Key metrics at each funnel stage: downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  24. 24. 24 Integrated Marketing Plan Web Properties PR / Analysts Audiences & Communities 24 Integrated Marketing Plan CRM / Automation Sales & Marketing Development Plan Get the file Traditional / offline Interactive / online Lead Generation & Engagement Content Models & Metrics Buyers Journey Review Analysis & Reporting Maintenance White Papers Data sheets, video ROI Tools Customer Testimonials Directors & Advisers Customers & Partners Employees & Members Public, Pro & Industry Promotional Transactional Blogs & Social Channels Resource Plan PR Plan Speaking Engagements Industry Analysts Financial Analysts/VC
  25. 25. 25 Integrated Marketing Plan Sales & Marketing Development Plan *Interactive media: see next page Lead Generation & Engagement – Traditional * Medium Process Owner Metrics TV Response by type, conversion ratio, cycle speed, $ value Print – magazines, newspapers Response by type, conversion ratio, cycle speed, $ value Telesales / Inside Sales MQLs (Marketing Qualified Leads), rate / speed / value Directory / Prof Org. Response/type, rate/speed/value Direct mail Response / type, rate/speed/value Live events MQLs, rate/speed/value Radio Response / type, rate/speed/value Outdoor Response / type, rate/speed/value Glossary
  26. 26. 2626 Integrated Marketing Plan Sales & Marketing Development Plan *Traditional media: see previous page Lead Generation & Engagement – Interactive * Medium Process Owner Metrics Website Owned Page visit, nav path, dwell time, source, Converts Landing page Owned Conversion, source Blog, microblog Owned Visit, share, follow, comment, post, join, convert Online Community Earned Visit, share, follow, comment, post, join, convert Online video Owned Visit, share, follow, forward, convert Social media Earned Visit, follow, share, convert Paid placement Earned Hit, click, visit, convert Mobile marketing Owned Open, click, forward, convert Email marketing Owned Open, click, respond, forward, convert SEO Earned Hit, click, convert Paid search listing Earned Hit, click, convert
  27. 27. CRM / Automation • Models & Metrics awareness, interest, engagement, sales, profits, advocacy • Buyer Journey Review Funnel metrics, stage analysis, pipeline stats, conversions/revenue • Analysis & Reporting Execution on key metrics • Maintenance Data quality, richness and integration 27 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  28. 28. Content • Calendar • Content (Data Sheets , Audio, Video, Testimonials) • Conversion tools & processes • Sales SLA (service level agreement) 28 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  29. 29. Audiences & Communities • Directors & Advisers • Customers & Partners • Employees & Members • Public, Pro & Industry 29 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  30. 30. Web Properties • Promotional • Transactional • Blogs & Social Channels • Resource Plan 30 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  31. 31. PR / Analysts • PR Plan • Speaking Engagements • Industry Analysts • Financial Analysts / VC 31 Integrated Marketing Plan Sales & Marketing Development Plan Key metrics at each funnel stage: Funnel & pipeline impact - downloads, forwards, shares, mentions, comments, conversions, registrations, purchases etc. Good opportunity to A/B test!
  32. 32. 32 Sales & Marketing Development Plan Marketing : Sales : + + + + + + + + + + + + + + + + + + $ $ $ $ $ $ $ $ $ $ $ $ Value Volume Velocity Content Community Conversion ! Bonus! Aligning Sales & Marketing Each of the 9 boxes in this grid signifies an opportunity to align intersecting effort. Example: Content + Value Ask: How can Marketing create content that supports increased Value of each sale? How can the value of each sale inform the creation of supportive content? For a quick tutorial article, click here: http://wp.me/pIplj-l8
  33. 33. 33 Glossary CMRR = Committed Monthly Recurring Revenue CLV = Customer Lifetime Value CRM = Customer Relationship Management software (example: Salesforce.com) SAL = Sales Accepted Lead – a Lead from Marketing that Sales approves (SLA) SLA = Service Level Agreement – an agreement between to entities SQL = Sales Qualified Lead – a SAL that has been deemed “pipeline-worthy” by Sales
  34. 34. 34 Get the file for yourself or a friend Sales & Marketing Development Plan Get a free copy of this outline as a native Powerpoint (.ppt) file that you can customize to suit your own sales and marketing programs. Great for training too! Send a question, idea or comment Ed Alexander Chief Digital Consultant how customers happen

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