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Territory management for inside sales leader notes

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Territory management for inside sales leader notes

  1. 1. Territory Management for Inside Sales
  2. 2. Pressures to Improve Territory Management Demands for Financial Performance Customer‟s Use Newof Technology as aStrategic Weapon Technologies Territory Complex, Complete Management Internet Solutions Economy Aggressive Customer Competition Satisfaction and Loyalty Partner Relationships ©2008 The TAS Group. All rights reserved.
  3. 3. The Territory Management Process Measure and Territory Report Management Prepare Monitor, Workshop Measure, Workshop Report Review with Implement Virtual Team Go Do Allocate Review with Resources Management Review and Finalize Plan Improve ©2008 The TAS Group. All rights reserved.
  4. 4. Expectations Microsoft Partners Customers ©2008 The TAS Group. All rights reserved.
  5. 5. Identify Expectations Customers Partners MicrosoftBusiness Results:Knowledge:Activities: ©2008 The TAS Group. All rights reserved.
  6. 6. Activity: Identify Expectations Purpose Determine customer, partner and Microsoft expectations of the territory team Step 1  Following your session leader’s instructions, group into teams at a flip chart Step 2  Each team should brainstorm the business results, knowledge and activities expected of them by a specific group (customers, partners, Microsoft) Step 3  Using the template on the prior page as a model, record your answers on the flipchart Step 4  As a team, review your list and identify the most critical business results, knowledge and activities. Place an asterisk (*) next to them. Step 5  Identify the implications of this analysis on you and your colleagues. For example, are there gaps in your knowledge? Do you have needed resources? Are you spending time on the important and critical items? Etc. TIME Record on flip chart. 20 minutes ©2008 The TAS Group. All rights reserved.
  7. 7. Managing a Territory Accounts One Territory ©2008 The TAS Group. All rights reserved.
  8. 8. Workshop Objectives Business Objectives Learning Objectives Drive business growth Gain insight into your territory Improve business relationships with Segment accounts your customers Prioritize potential opportunities Balance and prioritize to deliver both Leverage resources effectively short-term and long-term opportunities Identify how marketing can help you Improve sales performance through optimize your business planning and prioritizing Create and implement a customer- centric plan for business growth and improved CPE in the territory ©2008 The TAS Group. All rights reserved.
  9. 9. Agenda Gain Insight into Your Territory Identify Your Resources PAMs Product Groups LOMs/SEMs Dynamics Depth Territory Solution Specialists Manager Other Solution Sales Leadership Specialists Licensing PTS Specialists Segment Your Territory Leverage Marketing Campaigns Sales $ Leve Acti vity $ l $ $ Marketing $ Awareness Interest Preference Action ©2008 The TAS Group. All rights reserved. 9
  10. 10. Agenda Develop Your Plan Implement Your Plan Targeted Opportunity Areas Monitor, Prepare Measure, Workshop Report Objective Objective Objective Objective Objective Review with Implement Virtual Team Allocate Review with Resources Management Action Outcome Owner Resources Date Finalize Plan Action Outcome Owner Resources Date Action Outcome Owner Resources Date Action Outcome Owner Resources Date Review & Improve Your Opportunity Map ©2008 The TAS Group. All rights reserved. 10
  11. 11. Opportunity Map What I Sell Where I Sell Revenue & Resources ©2008 The TAS Group. All rights reserved. 11
  12. 12. Territory Plan Marketing Campaigns „A‟ Accounts Objectives Action Plans Opportunity Map Management Briefing Developed in the Workshop ©2008 The TAS Group. All rights reserved.
  13. 13. Gain Insight into Your Territory 13
  14. 14. Gain Insight into Your Territory Purpose Gain Insight into 1 Your Territory  Identify the critical factors impacting your territory 2 Segment Your Territory Output  Statement that describes the current condition 3 Identify Your Resources of your territory Leverage Marketing 4 Campaigns Benefit  Understand the factors that influence your 5 Develop Your Plan ability to sell into your territory Review & Improve 6 Your Opportunity Map 7 Implement Your Plan ©2008 The TAS Group. All rights reserved.
  15. 15. Understanding Your TerritoryGeneral Trends  Predominant vertical markets  Predominant accounts  Industry conditions and trends  Economic environment  Government regulations and policies  Other factors that shape the territory ©2008 The TAS Group. All rights reserved.
  16. 16. Understanding Your TerritoryMicrosoft-Specific Trends  Microsoft revenue trends  Microsoft license penetration  Category of products coverage  Anti-piracy  Partner influence  Competitive influence and market share  Other factors that shape the territory ©2008 The TAS Group. All rights reserved.
  17. 17. Territory Plan Management BriefingTerritory Overview My territory consists of The environment is Microsoft situation and trends Competitive situation Partner coverage ©2008 The TAS Group. All rights reserved.
  18. 18. Management BriefingTerritory Overview My territory consists of •# of accounts •Geography covered •Predominant vertical markets and accounts The environment is •Current economic conditions and trends •Vertical market impact and trends •Government regulations impacting the territory Microsoft situation and trends •Revenue trends •Product trends •Licensing situation •Anti-piracy situation 18
  19. 19. Management Briefing, ContinuedTerritory Overview Competitive situation •Significant competitors •Market share trends •Significant competitive wins/losses Partner coverage •Predominant partners •Strengths and weaknesses •Gaps in coverage 19
  20. 20. Activity: Characterize Your Territory Purpose Identify and document the significant characteristics of your territory Step 1 Review the data you collected as part of the program pre-work. Identify the components of your territory and the factors that influence it Step 2 Document the predominant characteristics of your territory into the Management Briefing section of your Territory Plan Step 3 If information is missing or not known, document it on the “Information Needed” worksheet. Identify the potential source(s) of the information. TIME 30 minutes ©2008 The TAS Group. All rights reserved.
  21. 21. Reflection • What was your key learning / realization from this part of the workshop? • How will this help you in managing your territory? • What does this mean for your day to day work? •What do you need to do more? •What to do less? ©2008 The TAS Group. All rights reserved. 21
  22. 22. Reflections Worksheet How This Will Help in Impact Day to Day: Key Learning Impact Day to Day: Do Less Managing My Territory Do More Gain Insight into Your Territory Segment Your Territory Identify Your Resources Leverage Marketing Campaigns Develop Your Plan Review & Improve Your Opportunity Map Implement Your Plan ©2008 The TAS Group. All rights reserved. 22
  23. 23. Activity: Identify Key Learning & Changes Purpose Consider what you may need to do differently as a result of this section of the workshop Step 1 Think through the key items discussed during this section of the workshop. Step 2 Review the reflection questions and document on the first line of the “Reflections” worksheet your answers to those questions FINISH BY: 5 Minutes ©2008 The TAS Group. All rights reserved. 23
  24. 24. Segment Your Territory $ $ $ $ $ 24
  25. 25. Segment Your Territory Purpose Gain Insight into 1 Your Territory  Determine the focus of your efforts 2 Segment Your Territory Output  List of high value accounts and territory sectors 3 Identify Your Resources  Preliminary sizing of key sectors Leverage Marketing 4 Campaigns Benefit  A tested approach to segmenting your territory 5 Develop Your Plan  Identify the sectors that have the highest potential Review & Improve 6 Your Opportunity Map 7 Implement Your Plan ©2008 The TAS Group. All rights reserved.
  26. 26. Managing a Portfolio of Accounts Risk “Under-investment” HIGH Opportunity cost problemRevenuePotential Waste “Over- investment” Cost of sale problem LOW Resources HIGH ©2008 The TAS Group. All rights reserved.
  27. 27. Portfolio Segmentation Model HIGHER 1 2 A A $ $ T TFuturePotential C B $ $ T T LOWER Current Revenues D=? HIGHER ©2008 The TAS Group. All rights reserved.
  28. 28. Definitions Current Revenue = Lifetime Value Future Potential = # of PCs ©2008 The TAS Group. All rights reserved. 28
  29. 29. Activity: Segment Your Accounts Purpose Segment your accounts according to current revenue and future potential Step 1 Using the information from your prework, write the names of your top 20 to 30 accounts on sticky notes. With each account also include their Lifetime Value and their number of PCs Step 2 Using the “Account Segmentation” worksheet, lay the sticky notes along the Current Revenue axis, according to Lifetime Value. The account with the lowest lifetime value will be at the far left, and the account with the highest value will be at the far right Step 3 Raise the sticky notes up on the Future Revenue axis, according to number of PCs. The account with the most PCs will be at the highest point, and the account with the fewest PCs will be at the lowest point. Make sure you maintain their position on the Current Revenue axis TIME 30 minutes ©2008 The TAS Group. All rights reserved.
  30. 30. Account ApproachA1 Business Offers significant future business potential. Development/ Deserving of significant sales effort. InvestA 2 Business Offers significant future business potential. Development/ Deserving of significant sales effort. PenetrateB Makes significant current revenue contribution. Delivering on their potential. Manage/ ProtectC Valued but does not make a significant contribution and offers limited future potential. Marketing/ EducateD Little or no revenue contribution today and insufficient data to accurately assess potential. Investigate ©2008 The TAS Group. All rights reserved.
  31. 31. Business Development: InvestA1 Business Offers significant future business potential. Development/ Deserving of significant sales effort. Invest What Is Your Activity? Understand their business issues & challenges Identify your competitive position Establish relationships Identify their partner relationships ©2008 The TAS Group. All rights reserved. 31
  32. 32. Customer Issues & Challenges Financial Pressure Business Unit Manager Operational Pressure ©2008 The TAS Group. All rights reserved.
  33. 33. Business Development: PenetrateA2 Business Offers significant future business potential. Development/ Deserving of significant sales effort. Penetrate What Is Your Activity? Understand their business issues & challenges Identify your competitive position Build relationships Identify their partner relationships Target specific solutions Allocate resources Thank the customer for their business Ensure customer satisfaction ©2008 The TAS Group. All rights reserved. 33
  34. 34. Manage/ProtectB Makes significant current revenue contribution. Delivering on their potential. Manage/ Protect What Is Your Activity? Qualify opportunities Manage opportunities Support customer Follow up with partners Thank the customer for their business Engage in marketing campaigns Ensure customer satisfaction ©2008 The TAS Group. All rights reserved. 34
  35. 35. Marketing/EducateC Valued but does not make a significant contribution and offers limited future potential. Marketing/ Educate What Is Your Activity? Engage in marketing campaigns Provide awareness of Microsoft capabilities Identify preferred partners Engage partners ©2008 The TAS Group. All rights reserved. 35
  36. 36. InvestigateD Little or no revenue contribution today and insufficient data to accurately assess potential. Investigate What Is Your Activity? Gather information Re-profile and update Siebel ©2008 The TAS Group. All rights reserved. 36
  37. 37. Portfolio Segmentation HIGHER A1 A2 Business Development/ Business Development/ Invest PenetrateFuturePotential C B Marketing/Educate Manage/Protect LOWER Current Revenues HIGHER D Investigate ©2008 The TAS Group. All rights reserved.
  38. 38. Why Do Customers Buy?A Universal Truth Businesses and organizations do not buy technology just because; they buy technology to solve a business problem. 38
  39. 39. Microsoft OfferingsSample Listing Client Server Windows SQL Collaboration Office SharePoint Exchange IW Security & Management Dynamics CRM ERP BizTalk 39
  40. 40. Opportunity Map Terminology Individual Account An A account Significant future business potential Deserving of significant sales effort Group of Accounts Accounts who have similar needs Can be verticals, Next Logical Product groups, accounts covered by the same partners, etc Offerings What Microsoft sells Products, services, solutions Sector The intersection of an Offering and an Individual Account or Group of Accounts 40
  41. 41. Opportunity Map Microsoft OfferingsIn Ad c Sectori cv o Total Potential Revenuei ud nu t Microsoft Resourcea slG Partnerr Ao cu cp o Campaigns u no t Selectedf s ©2008 The TAS Group. All rights reserved. 41
  42. 42. Opportunity Map Microsoft OfferingsIn Ad ci cv oi ud nu ta sl ©2008 The TAS Group. All rights reserved. 42
  43. 43. Activity: Begin to Develop the Opportunity Map Purpose Place Accounts and Offerings on the Opportunity Map Step 1 Place your selected accounts in the left column of the Opportunity Map Step 2 Using the list of Offerings just discussed, place your selected offerings across the top of the Opportunity Map TIME 15 minutes ©2008 The TAS Group. All rights reserved.
  44. 44. Grouping Your Accounts Sector What Offering what $ $ + where $ $ $ Accounts/Groups of Accounts where ©2008 The TAS Group. All rights reserved.
  45. 45. Identifying Your Groups Accounts  Vertical  License type (EA customer, etc)  Product potential  Primary partner  Primary competitors  Etc. ©2008 The TAS Group. All rights reserved.
  46. 46. Opportunity MapGr Ao cu cp os u no tf s ©2008 The TAS Group. All rights reserved. 46
  47. 47. Activity: Continue Development of the Opportunity Map Purpose Place Groups of Accounts on the Opportunity Map Step 1 Consider how you want to group the remainder of your accounts. You may look at grouping by vertical, by Next Logical Purchase, by partner, etc. Step 2 Place the Groups of Accounts on your Opportunity Map. For example: • If you choose verticals, then one row might say “Banking” and the next row might be “Manufacturing” • If you choose product potential, then you might sort your data by product opportunity, and one row might be “Top prospects for SharePoint”, and the next row might be “Top Prospects for SQL” TIME 15 minutes ©2008 The TAS Group. All rights reserved.
  48. 48. Identifying SectorsConsiderations for Selecting Groups of Accounts Measurable: Can revenue be tracked according to the sectors you’ve defined? Substantial: Are the sectors of sufficient size in terms of potential revenue? Unique: Are the sectors different enough to warrant unique focus? Growth Potential: Do the sectors represent considerable upside?
  49. 49. Opportunity Map Sector Total Potential Revenue 200000 Microsoft Resource Partner Campaign Selected 49
  50. 50. Activity: Select & Size Territory Sectors Purpose Do a preliminary selection of Territory Sectors Step 1 Identify the sectors of your territory that you believe have considerable revenue opportunity Step 2 Estimate the potential revenue for each selected sector and place your estimate in the Total Potential Revenue cell TIME 30 minutes ©2008 The TAS Group. All rights reserved.
  51. 51. Reflection • What was your key learning / realization from this part of the workshop? • How will this help you in managing your territory? • What does this mean for your day to day work? •What do you need to do more? •What to do less? ©2008 The TAS Group. All rights reserved. 51
  52. 52. Reflections Worksheet How This Will Help in Impact Day to Day: Key Learning Impact Day to Day: Do Less Managing My Territory Do More Gain Insight into Your Territory Segment Your Territory Identify Your Resources Leverage Marketing Campaigns Develop Your Plan Review & Improve Your Opportunity Map Implement Your Plan ©2008 The TAS Group. All rights reserved. 52
  53. 53. Identify Your Resources PAMs Product Groups LOMs/SEMs Dynamics Depth Territory Solution Specialists Manager Other Solution Sales Leadership Specialists Licensing PTS Specialists 53
  54. 54. Identify Your Resources Purpose Gain Insight into 1 Your Territory  Allocate the most appropriate resources to selected sectors of your territory 2 Segment Your Territory Output 3 Identify Your Resources • List of resources available to help you manage your territory Leverage Marketing 4 Campaigns Benefit  Identify the resources that can best help you 5 Develop Your Plan achieve your business objectives Review & Improve 6 Your Opportunity Map 7 Implement Your Plan ©2008 The TAS Group. All rights reserved.
  55. 55. Identify Your Resources: Internal People PAMs Product Groups LOMs/SEMs Dynamics Depth Solution Territory Specialists Manager Other Solution Sales Leadership Specialists Licensing PTS Specialists ©2008 The TAS Group. All rights reserved.
  56. 56. Identify Your Resources: Programs Mid Market Relationship Program ? TeleAgent Portal Marketing Events, ? Seminars, etc. Territory Manager Annuity Marketing Dashboard Collateral References/ Call Guides & Case Studies Sales Guides ©2008 The TAS Group. All rights reserved.
  57. 57. Identify Your Resources: External Customer Web Sites Competitor ? Web Sites Industry Journals Partners & e-Zines Territory Manager Analyst Consultants Reports Customers Alerts ©2008 The TAS Group. All rights reserved.
  58. 58. Activity: Identify Resources Purpose Identify and prioritize your resources Step 1  Following your session leaders instructions, group into teams at a flip chart. Each flip chart covers a different category of resources: • Internal & External • People & Things Step 2  Each team should brainstorm the various resources available to you to support your efforts in creating and driving business. Document each idea on the flip chart. Step 3  Discuss the various ideas and identify the most effective resources. Put an asterisk (*) next to the resources the team has identified as most effective Step 4  Be prepared to brief the room on your ideas, selection and why you made the decisions you made TIME 20 minutes ©2008 The TAS Group. All rights reserved.
  59. 59. Opportunity Map Sector 200000 Paul Lee Microsoft Resource PartnerCo Partner Campaign Selected 59
  60. 60. Activity: Allocate Resources Purpose Allocate specific resources to your Opportunity Map Step 1 Identify the Microsoft resources you will associate with various Sectors of your Map. Be as specific as possible. Place the resources in the Microsoft Resources cells of your sectors. If no resources are needed, leave the cell blank Step 2 Review your allocation to ensure that appropriate resources are defined, aligned with the value of the opportunities. Also ensure that you have considered resource availability Step 3 • Consider the partners in your territory. If an individual account has a preferred partner, place that partner’s name in the Partner cell. • If you are working with a specific partner on a program or campaign, place that partner’s name in the cell. • If the partner is unknown, leave the cell blank. Identify this gap on your “Information Needed” worksheet TIME 15 minutes ©2008 The TAS Group. All rights reserved.
  61. 61. Reflection • What was your key learning / realization from this part of the workshop? • How will this help you in managing your territory? • What does this mean for your day to day work? •What do you need to do more? •What to do less? ©2008 The TAS Group. All rights reserved. 61
  62. 62. Reflections Worksheet How This Will Help in Impact Day to Day: Key Learning Impact Day to Day: Do Less Managing My Territory Do More Gain Insight into Your Territory Segment Your Territory Identify Your Resources Leverage Marketing Campaigns Develop Your Plan Review & Improve Your Opportunity Map Implement Your Plan ©2008 The TAS Group. All rights reserved. 62
  63. 63. Leverage Marketing Campaigns Sales Activity Level Marketing Awareness Interest Preference Action 63
  64. 64. Leverage Marketing Campaigns Purpose Gain Insight into 1 Your Territory  Determine how to best deploy your marketing resources across your territory 2 Segment Your Territory Output 3 Identify Your Resources  Identified sectors where marketing can help you create awareness and interest Leverage Marketing  Specific marketing campaign that can help you 4 Campaigns create awareness and interest  Targeted opportunities identified 5 Develop Your Plan Benefit 6 Review & Improve  Maximize your marketing resources by Your Opportunity Map efficiently coordinating your marketing efforts across your territory 7 Implement Your Plan ©2008 The TAS Group. All rights reserved.
  65. 65. The Logic Chain Awareness Interest Preference Action ©2008 The TAS Group. All rights reserved.
  66. 66. Impact of the Logic Chain Existing Situation Logic Chain Result Prospects need to be made You have the solution to meet aware of your company‟s Awareness the needs of your prospects offerings Prospects may be aware, but Your solution has the advantage need to learn more about your and benefits that meet the needs company‟s offerings and how Interest of your prospects they meet their needs Prospects prefer a competitive Your solution is different from solution or have no preference Preference and better than others being considered by your prospects Prospect decides from the short Your solution offers significant list of alternatives Action value. Act now! ©2008 The TAS Group. All rights reserved. 66
  67. 67. Integrated Sales and Marketing Sales Activity Level Marketing Awareness Interest Preference Action ©2008 The TAS Group. All rights reserved.
  68. 68. Building Your Pipeline OpportunityOpportunity OpportunityOpportunityOpportunity OpportunityOpportunity Opportunity OpportunityOpportunity Opportunity Opportunity Opportunity OpportunityOpportunity Opportunity Opportunity ©2008 The TAS Group. All rights reserved. 68
  69. 69. Generating DemandDetermine Your Target Groups & Audience Considerations Example SharePoint Solution Vertical Demand Generation Company size Location/geography Target groups: Decision making level Banking Executive Companies with large marketing departments Management Research departments Operational Target audience Technical vs. business Research directors buyers/influencers Marketing directors Purchasing approaches IT directors ©2008 The TAS Group. All rights reserved. 69
  70. 70. Number of Touches How many times must aperson hear something before they truly remember it? 7 ©2008 The TAS Group. All rights reserved. 70
  71. 71. Generating DemandLeverage a Campaign A series of events/activities Example Leverage your resources SharePoint Solution Existing collateral Demand Generation References Planned events Direct mail invitations Skill sets Telemarketing follow-up Consistent message Reminder phone call Aligned to customer need Local event – seminar Thank you for attending Follow up reference story Sales call ©2008 The TAS Group. All rights reserved. 71
  72. 72. Generating DemandDetermine Metrics Example SharePoint Solution Start with the end in mind Demand Generation Revenue by when? Objective: 10 SharePoint sales by 30/6/09 Average close rate/timing? Average deal size 3 month average sales cycle Pipeline size Close rate 40% # of prospects Revenue Need pipeline of 25 qualified prospects by 28/2/08 Determine targets for each significant stage Targets by Stage: Direct mail invitations - 2000 Telemarketing follow-up Reminder phone call Local events (4) – seminar – 100 per loc. Thank you for attending Follow up reference story Sales calls – 40 appts. ©2008 The TAS Group. All rights reserved. 72
  73. 73. Marketing Campaign Example Solution SharePoint Objective: $200K revenue by June 30, 2009 Target Companies with large marketing and/or research departments Companies/ Focus verticals: Banking, Research, Consumer Products Sectors Anticipated Program Type Audience Owner Date Investment Results Direct mail Marketing Dir. Tom Evans - 6 weeks before 10,000 Mail 2000 invites Research Dir. Inside Sales seminar invites per loc. IT Dir. Territory Mgr. Telemarketing Same Sophie Liadis - 4 weeks before follow up Partnerco seminar Reminder phone Same Sophie Liadis - 1 weeks before 100 attendees call Partnerco seminar per loc Seminars Same Peter Smith – Munich – Oct 3 8,000 60 leads Microsoft Berlin – Oct 8 Marketing Dussel. – Oct 11 Prague – Oct 16 Thank you Same Tom Evans 1 day post event letters Reference story Same Tom Evans 1 week post event Calls for sales Same Sophie Liadis - Appts sched. 40 appts. appointments Partnerco Within 2 weeks ©2008 The TAS Group. All rights reserved. 73
  74. 74. Activity: Leverage a Marketing Campaign Purpose Leverage a marketing campaign to generate interest and awareness Step 1 Group into teams as identified by your session leader. Identify a scribe who will record your decisions Step 2 Identify the financial objective you would like to achieve for a selected campaign and document it in the Marketing Campaign section of your Territory Plan Step 3 Based on your objective, your average sales cycle and close rates, determine the results you need from your campaign. Step 4 Develop the activities you will do to maximize the results from the marketing event and document them. Use the sample campaign as a reference. TIME 30 Minutes ©2008 The TAS Group. All rights reserved. 74
  75. 75. Opportunity Map Sector 200000 Paul Lee Microsoft Resource PartnerCo Partner Seminar Campaign Selected 75
  76. 76. Activity: Identify Marketing Campaigns Purpose Place your marketing campaigns on the Opportunity Map Step 1 Review your marketing campaigns. Identify the campaigns you will leverage and document them in the Campaign cells of your Opportunity Map TIME 20 Minutes ©2008 The TAS Group. All rights reserved. 76
  77. 77. Recap of Your Opportunity Map HIGHER A1 A2 PAMs Business Development/ Business Development/ Product Groups LOMs/SEMs Invest PenetrateFuture Dynamics Depth SolutionPotential Territory Specialists C B Manager Marketing/Educate Manage/Protect Sales Leadership Other Solution Specialists Licensing PTS Specialists LOWER Current HIGHER D Investigate Revenues Sales $ Activity Level $ Marketing $ $ $ Awareness Interest Preference Action 77
  78. 78. Opportunity Map Sector 200000 Paul Lee Microsoft Resource PartnerCo Partner Seminar Campaign Selected 78
  79. 79. Activity: Identify Plan Sectors Purpose Identify the Sectors that will form the basis of your Territory Plan Step 1 Review your Opportunity Map, considering the highest value Sectors and the resources you can leverage into them Step 2 Identify the Sectors for focus of your plan this quarter. Check the selection box of those Sectors TIME 10 Minutes ©2008 The TAS Group. All rights reserved. 79
  80. 80. Reflection • What was your key learning / realization from this part of the workshop? • How will this help you in managing your territory? • What does this mean for your day to day work? •What do you need to do more? •What to do less? ©2008 The TAS Group. All rights reserved. 80
  81. 81. Reflections Worksheet How This Will Help in Impact Day to Day: Key Learning Impact Day to Day: Do Less Managing My Territory Do More Gain Insight into Your Territory Segment Your Territory Identify Your Resources Leverage Marketing Campaigns Review & Refine High-Priority Segments Develop Your Plan Review & Improve Your Plan Implement Your Plan ©2008 The TAS Group. All rights reserved. 81
  82. 82. Develop Your Plan Targeted Opportunity Areas Objective Objective Objective Objective Objective Action Outcome Owner Resources Date Action Outcome Owner Resources Date Action Outcome Owner Resources Date Action Outcome Owner Resources Date 82
  83. 83. Develop Your Plan Gain Insight into 1 Your Territory Purpose  Develop an actionable plan to grow revenue in 2 Segment Your Territory your territory 3 Identify Your Resources Output  An objective and action plan for a key targeted 4 Leverage Marketing opportunity area Campaigns Benefit 5 Develop Your Plan  Agree on and document a plan for territory growth Review & Improve 6 Your Opportunity Map  Clarify the responsibilities and actions needed to accomplish the plan 7 Implement Your Plan ©2008 The TAS Group. All rights reserved.
  84. 84. Value of Not Planning “The nicest thing about not planning is that failure comes as a complete surprise and is not preceded by a period of worry and depression” John Preston Boston College ©2008 The TAS Group. All rights reserved.
  85. 85. The Action Planning Method Objective What do you want to achieve? Action What are the steps you need to take? Outcome What do you want to achieve by taking this action? Owner Who will be accountable for the action? Resources What people, programs, money do you need? Date When will the action be completed? ©2008 The TAS Group. All rights reserved. 85
  86. 86. Planning Framework Targeted Opportunity Areas Objective Objective Objective Objective Objective Action Outcome Owner Resources Date Action Outcome Owner Resources Date Action Outcome Owner Resources Date Action Outcome Owner Resources Date ©2008 The TAS Group. All rights reserved. 86
  87. 87. Objectives What do you want to achieve? What’s in it for you What’s in it for the customers SMART ©2008 The TAS Group. All rights reserved. 87
  88. 88. SMART Objectives S pecific M easurable Example Sell SQL Server solutions to 10 Achievable customers, resulting in $500K revenue by June 30, 2009 and R elevant enabling the customers to achieve improved business intelligence. Time-bound ©2008 The TAS Group. All rights reserved. 88
  89. 89. Actions What are the steps you need to take? Key activities to advance your opportunities Focus on the next 1 to 2 months Example: Review call guide for SQL, and develop customer-centric probing questions ©2008 The TAS Group. All rights reserved. 89
  90. 90. Outcome What do you want to achieve by taking this action? Defines the results you want from this action Eliminates “time wasters” Example: Prepared for calls ©2008 The TAS Group. All rights reserved. 90
  91. 91. Owner Who will be accountable for the action? One person Ensures that the action is done Delegate ownership of relevant actions to others ©2008 The TAS Group. All rights reserved. 91
  92. 92. Resources What people, programs, money do you need? What you need to use or spend to implement the action Consider the cost From Microsoft and your partner Examples: Mark Lee – Marketing MMRP Telemarketing at Partnerco ©2008 The TAS Group. All rights reserved. 92
  93. 93. Date When will the action be completed? Specific calendar dates Realistic and pragmatic Consider other work that needs to be done ©2008 The TAS Group. All rights reserved. 93
  94. 94. Example of Revenue ObjectiveTargeted Opportunity Area SQL Prospects Sell SQL Server solutions to 10 customers, resulting in $500K revenueObjective by June 30, 2009, and enabling the customers to achieve improved business intelligence Action Plan Action Outcome Owner Resources Time •Conseco DBGather reference stories on SQL Mark Lee - Publishable references Manager 1 Octsuccess Marketing •Jeffers DB Mgr.Invite Conseco and Jeffers DB Mgrs. Agreement to speak at Conseco andand IT Directors as guest speakers at seminars (at minimum Mark Lee Jeffers DB Mgrs. 1 OctSQL seminar agree to video) & IT Directors Peter Jakes •Conseco DBDevelop demo based on Conseco Tailored demo for – SQL team 5 Octreference seminar Product •SQL tech Manager support Sheila Invite list in hands of Pat MonjoyDevelop seminar invite list Philips - 8 Oct marketing team (PAM) ITMReview call guide for SQL, and Sheiladevelop customer centric probing Prepared for calls 9 Oct Philipsquestions Identified prospects for SheilaConduct calls 12 Oct further qualification Philips ©2008 The TAS Group. All rights reserved. 94
  95. 95. Activity: Develop an Objective & Action PlanPurpose Build an objective and action plan for a Targeted Opportunity AreaStep 1 Develop a SMART objective that identifies what you want to achieve and document it in your plan template on an Objective and Action Plan page.Step 2 Document the key actions that need to take placeStep 3 For each key action, develop the following: • The outcome of this action • An owner for the action • A list of resources required • The “do by” date TIME 30 minutes ©2008 The TAS Group. All rights reserved. 95
  96. 96. Reflection • What was your key learning / realization from this part of the workshop? • How will this help you in managing your territory? • What does this mean for your day to day work? •What do you need to do more? •What to do less? ©2008 The TAS Group. All rights reserved. 96
  97. 97. Reflections Worksheet How This Will Help in Impact Day to Day: Key Learning Impact Day to Day: Do Less Managing My Territory Do More Gain Insight into Your Territory Segment Your Territory Identify Your Resources Leverage Marketing Campaigns Develop Your Plan Review & Improve Your Opportunity Map Implement Your Plan ©2008 The TAS Group. All rights reserved. 97
  98. 98. Review & Improve Your Opportunity Map 98
  99. 99. Review & Improve Your Opportunity Map Purpose Gain Insight into 1 Your Territory  Improve your Opportunity Map 2 Segment Your Territory Output 3 Identify Your Resources  Tested map that focuses on the areas of your territory that hold the most potential Leverage Marketing 4 Campaigns Benefit 5 Develop Your Plan  Identify areas of vulnerability  Leverage your colleagues’ experience in Review & Improve 6 Your Opportunity Map reviewing your areas of focus and action 7 Implement Your Plan ©2008 The TAS Group. All rights reserved.
  100. 100. Review and Improve the Plan Step 1 Prepare Step 2 Present and Review Step 3 Improve ©2008 The TAS Group. All rights reserved.
  101. 101. Review Components Management Briefing • Territory overview Opportunity Map • Individual Account selection and why • Targeted Opportunity Areas and why • Key resource requirements • Key marketing campaigns • Total potential opportunity targeted Objective & Action Plan Information Needed ©2008 The TAS Group. All rights reserved.
  102. 102. Review Guide QUESTIONS YES NO Is the territory overview clear? Does the territory overview include all the suggested content? If items are missing and not noted in Information Needed, note them below in “Potential Improvements.” Is the rationale solid for the Individual Account selection? Is the rationale solid for the Targeted Opportunity Areas selected? Is the Objective SMART? Are the actions clearly thought out and are the outcomes clearly identified? Will the actions lead to achievement of the objective? Is there a single assigned owner for each action? Is there a clear due date for each action? Are the resource requirements realistic? Do partner resources appear to be deployed in appropriate areas of the territory and appropriate activities in the plan? Do marketing resources appear to be deployed in appropriate areas of the territory? Things to Keep Things to Change ©2008 The TAS Group. All rights reserved.
  103. 103. Review and Improve Process Step Territory Manager Reviewers Minutes Prepares for the review, with the Prepare for your plan 1 10 support of a colleague. reviews to be done later. Territory Manager provides an Listen to the presentation. 2 overview following the elements in Write down your questions. 10 “Review Components.” Territory Manager answers the Ask clarifying questions. questions. 3 10 The scribe documents each question. Identify top 3 vulnerabilities and Identify vulnerabilities and 4 10 recommendations. recommendations. Territory Manager identifies key Review teams provide 5 vulnerabilities and additional feedback and 10 recommendations. recommendations. ©2008 The TAS Group. All rights reserved. 103
  104. 104. Activity: Round Robin Review Purpose Test your Territory Plan for areas of potential weakness and vulnerability Step 1 Trade plans with a colleague Step 2 Review your colleague’s plan, and make notes of vulnerabilities and recommendations Step 3 Discuss your recommendations with your colleague. TIME 20 minutes ©2008 The TAS Group. All rights reserved.
  105. 105. Reflection • What was your key learning / realization from this part of the workshop? • How will this help you in managing your territory? • What does this mean for your day to day work? •What do you need to do more? •What to do less? ©2008 The TAS Group. All rights reserved. 105
  106. 106. Reflections Worksheet How This Will Help in Impact Day to Day: Key Learning Impact Day to Day: Do Less Managing My Territory Do More Gain Insight into Your Territory Segment Your Territory Identify Your Resources Leverage Marketing Campaigns Develop Your Plan Review & Improve Your Opportunity Map Implement Your Plan ©2008 The TAS Group. All rights reserved. 106
  107. 107. Implement Your Plan Prepare Monitor, Measure, Workshop Report Review with Implement Virtual Team Allocate Review with Resources Management Finalize Plan 107
  108. 108. Implement Your Plan Purpose Gain Insight into 1 Your Territory  Understand how to best keep the plan up to date, ensuring that it is a useful action plan 2 Segment Your Territory and communication vehicle 3 Identify Your Resources Output  Clear set of steps to complete the plan and Leverage Marketing achieve approval 4 Campaigns Benefit 5 Develop Your Plan  A solid plan to grow revenue and improve CPE in your territory Review & Improve 6 Your Opportunity Map 7 Implement Your Plan ©2008 The TAS Group. All rights reserved.
  109. 109. The Territory Management Process Measure and Territory Report Management Prepare Monitor, Workshop Measure, Workshop Report Review with Implement Virtual Team Go Do Allocate Review with Resources Management Review and Finalize Plan Improve ©2008 The TAS Group. All rights reserved.
  110. 110. Completing Your PlanNext Steps Complete your Objectives and Action Plans Discover “Information Needed” and fill in the gaps in your plan Complete the Management Briefing Discuss with management for preliminary agreement Review with resources Finalize plan Establish a review schedule with your manager Go do ©2008 The TAS Group. All rights reserved. 110
  111. 111. Suggested Management Review Management Briefing • Territory overview • Territory focus Opportunity Map • Individual Account selection and why • Targeted Opportunity Areas and why • Key resource requirements • Key marketing campaigns • Total potential opportunity targeted Objectives and Action Plans 111
  112. 112. Schedule Review Activities Review the actions in your plan and ask yourself:Once a week… Are we accomplishing our actions on schedule? Are my actions for the coming week on my calendar or to-do list? Review the objectives and actions in your plan and ask:Once a month… Are we making visible progress against the objectives? Do we need to add any new actions? Focus on the entire plan and ask:Once a Did we accomplish the activities according to plan?quarter… Are the results on target? Should we make any adjustments? Revise the plan: Conduct the analysis again to accommodate any changesOnce a year… Did we achieve what we intended? Should we publish a success story, communicating the value we delivered? ©2008 The TAS Group. All rights reserved. 112
  113. 113. Key Insights ©2008 The TAS Group. All rights reserved. 113
  114. 114. Thank YouPlease complete your evaluations 114

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