Anatomy world class inside sales organization- lenati

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Leveraging Lenati’s expertise working with multiple clients designing and executing inside sales GTM and engagement models, we’ve identified critical components of a “best in class” inside sales organization and use this IP to help sales leaders benchmark their own sales org to identify strengths and weaknesses. The “anatomy lesson” identifies key building blocks required for designing a world class inside sales plan including: Segmentation, Customer Journey, Functional Alignment, Metrics Management & Infrastructure.

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Anatomy world class inside sales organization- lenati

  1. 1. Building Stronger Customer ConnectionAnatomy of World Class Inside SalesDailah LesterManager, Sales StrategyConsultingdlester@lenati.comMark IppolitoSr. Manager, Sales PracticeLeadermippolito@lenati.com
  2. 2. How do you define World classinside sales performance? >87% of sales representatives are achievingquota >17% year over year increase in sales revenue >7% year over year improvement in leadconversion rate Win/loss performance improvement of >6% yearover year2Source: Aberdeen Group
  3. 3. What are key characteristics of a WorldClass inside sales organization? Strategic Alignment between Marketing & Sales collaboration & agreement on demand generationprograms, definitions to increase quality & conversionrates Inside Sales Enablement team provided with resources & tools forcustomer/prospect business intelligence data toimprove contact results Email & Content Engine – tight integration withcustomer relationship management system Create efficiency and maximize pipeline velocity3Source: Aberdeen Group
  4. 4. 2013 Inside Sales Top 5 Challenges4
  5. 5. To achieve World Class performance in 2013,Do you need to hire more people, implementtraining and process or provide your reps withtechnology and tools to be more effective?
  6. 6. Building Stronger Customer ConnectionSales OptimizationAnatomy for World Class Inside Sales
  7. 7. Anatomy for World Class5 key building blocks for designing an insidesales strategy and questions you should answerto be successful:What People,Processes,and Tools doyou need inplace tosuccessfullyenable yoursellers?Who are yourcustomersand where areyouropportunities?How do yourcustomer’sbuy and whatdo they getfrom a salesrepresentative?How do salesactivities alignto thecustomerjourney andwhat rolesneed to becreated?What are thekey metrics tobenchmarkand track toenable desiredbehavior?SEGMENTATION CUSTOMERJOURNEYFUNCTIONALALIGNMENTMETRICSMANAGEMENTINFRASTRUCTURE
  8. 8. Customer SegmentationInside Sales Strategy begins and ends with a deep understanding of who yourcustomers are.INVESTMENT ALLOCATIONSALES RESOURCING & QUOTAALIGNMENTEmergingLarge MatureMed. MatureAll Others MarketsTier 2: GrowthTier 1: StrategicTier 3: ScaleSize theopportunityAlign offeringwith customerneedsChoose howto reach thosecustomers:Evaluate the CustomerEvaluate the Market= +TargetBundleSolutionProductVertical orIndustryAlignment20%30%50%A B CPRODUCT A, B & CTier 1CustomerPRODUCT A & BTier 2CustomerPRODUCT ATier 3CustomerProductOffering:Self Serve Retail Inside Partner FieldSegmentationGo to MarketChannel Strategy
  9. 9. Customer Journey SpectrumCustomer Journey9SolutionSellingTransactional SellingTele-Sales ModelHigh-Volume, ImpressionSalesVirtual SalesModelHigh Touch, RemoteSales Call center excellence Call Scripts Outbound/Inbound customermanagement Activity based metricmanagement Standard Product Many Substitutes Simple/Easily Understood Custom Solutions Low Substitutes Complex ValueDevelop a deep understanding of how your customers buy and the sales modelneeded to address the customer buying journey. Relationship Management Consultative Selling World Class virtual sales tools Sales Specialization Value based metricmanagement
  10. 10. Function & Role AlignmentDefining a clear and targeted focus for inside sales roles are critical for success:Bus Dev Sales Services• Lead Generation• Prospecting• Qualification• Registration• Small Business• Mid-Market• Enterprise• Product• AccountManagement• ConsultationServices• Implementation• SupportAlign role resources to meet the different functional needs of the business:Team SalesFieldInsideSpecialist Sales Segment SalesProductFunctionTech
  11. 11. Metrics ManagementDATACULTUREKPIDEFINITIONPERFORMANCEBENCHMARKINGTRACKING &REPORTINGIdentify key activitiesdrive successful endresults and informhow behaviors canbe replicated.Key PerformanceIndicators areuniversallyestablished,measured andtracked. Thesemetrics are bothleading and laggingindicators ofperformance.Utilize a continuous rhythm ofthe business to track andreport upon KPI definitions toenable data driven decisionmaking and optimization.Build a culture of data with insights, actions, and decision-making all coming back tomeasurable outcomes.
  12. 12. Infrastructure12High Performing Sales ProfessionalsConsistent Tools Company-WideScalable & Repeatable ProcePEOPLEPROCESSTOOLSDefine the enabling set of people, process, and tools needed to fulfill on the strategy
  13. 13. How do YOU achieveWorld Class status? Segment for Sales Define your customers and prioritize opportunities Define Customer Journey Real-time, market-facing applications Align Functions & Roles Clear focus for each role and function Metrics Management Culture of data driven insights and decision making Infrastructure Design People, Process, and Tools
  14. 14. Thank YouLearn More: http://www.lenati.com/blogMark Ippolito Dailah Lestermippolito@lenati.com dlester@lenati.com

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