Doing Strategic Account Management vs. Talking About It

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  • 43% win rate L1, 49% L2 54% L3
  • This 9% Difference in close ratio translates to a $19M impact on a business of 100 Reps, Million dollar Quotas, $50K ASP
  • Open ESRI Account Plan Map within SFDC (Account Detail) as example
  • Post close: 3M trending behavior – deep dive into last quarter’s contracts for best practices, road blocks
  • Daily Selling Asset
  • Who: Enviance is the leading provider of Environmental ERP software
  • Doing Strategic Account Management vs. Talking About It

    1. 1. 1 Doing Strategic Account Management vs. Talking About It Jim Dickie CSO Insights +1 (303) 521 4410 jim.dickie@csoinsights.com© CSO InsightsProprietary & Confidential
    2. 2. 2 The Marketplace Reality Today we have a surplus of “similar” companies, employing “similar” people, with “similar” backgrounds, coming up with “similar” ideas, producing “similar” things, with “similar” quality & “similar” pricing! Kjell Nordström & Jonas Ridderstråhle – Funky Business© CSO InsightsProprietary & Confidential
    3. 3. 3 Sales Relationship/Process Matrix™© CSO InsightsProprietary & Confidential
    4. 4. 4 Sales Relationship/Process Matrix™ Sold a Product, Bought a Product© CSO InsightsProprietary & Confidential
    5. 5. 5 Sales Relationship/Process Matrix™ Sold a Promise, Bought a Promise Sold a Product, Bought a Product© CSO InsightsProprietary & Confidential
    6. 6. 6 SRP Matrix Analysis© CSO InsightsProprietary & Confidential
    7. 7. 7 The SAM Dilemma We know what we should do, so why isn’t it happening?© CSO InsightsProprietary & Confidential
    8. 8. 8 The SAM Cost/Payback© CSO Insights Let’s do the mathProprietary & Confidential
    9. 9. 9 For Better or Worse Culture eats strategy for breakfast! - Peter Drucker Great strategic account planning begins with Mindjet. Try it now.© CSO InsightsProprietary & Confidential
    10. 10. 10 Challenges Impacting SAM Success • Do I Personally Want to Do It? • Do I Know How to Do It? • Am I Held Accountable for Doing It? • Are We Getting Better Because of SAM?© CSO InsightsProprietary & Confidential
    11. 11. 11 The SAM Motivation Challenge© CSO InsightsProprietary & Confidential
    12. 12. 12 The SAM Motivation Challenge© CSO InsightsProprietary & Confidential
    13. 13. 13 The SAM Planning Challenge Manual Create a SAM Format Assess Accounts Populate with Account Info List Stakeholders Determine Tasks Email Out Team Tasks Plan Management© CSO InsightsProprietary & Confidential
    14. 14. 14 Sales Account Planning Challenges Many Firms Don’t Enable Research in a Web 2.0 World ? CRM ? ? 21st Century Traditional Account ? Pans ?  Synthesize Research in One Spot ? ?  No more Email Hell  Disconnected Assets Backend  Email version control issues Systems© CSO InsightsProprietary & Confidential
    15. 15. 15 A Second Model for SAM Plan Development Manual APM Tech-Enabled Create a SAM Format  Assess Accounts  Populate with Account Info  List Stakeholders “Assess” Stakeholders Determine Tasks Leverage Best Practices Email Out Team Tasks Track Action Progression “WORN” Plan Management Integrated Workflow Management© CSO InsightsProprietary & Confidential
    16. 16. 16 The SAM Accountability Challenge • Reminding Me to Stay on Track • Reminding My Manager When I Get Off Track • Determining How to Get Back On Track Plan the Work, Now Work the Plan Great strategic account planning begins with Mindjet. Try it now.© CSO InsightsProprietary & Confidential
    17. 17. 17 The Gold Mining Challenge – Demographic Analysis – Problem Assessment – Key Stakeholders – Buying/Selling Tactics – Competitive Effectiveness – Solution Usage Profiles – …..© CSO InsightsProprietary & Confidential
    18. 18. 18 “Recipe for Successful” Technology Requirements 1. Enable “Collaborative Account Plans” 2. Holistic & Granular View 3. “Dynamic” Org Chart Creation 4. Minimize Manual Entry for Reps 5. Connect Account Plan to CRM© CSO InsightsProprietary & Confidential
    19. 19. 19 Tech-Enabled SAM in Action Enviance, Carlsbad, CA • Environmental ERP Software Firm • Nigel Nugent, VP Worldwide Sales • Complex Sales • Differentiation Challenge • Need to Build Strong Business Case© CSO InsightsProprietary & Confidential
    20. 20. 20 Nigel’s Marketplace Reality Today we have a surplus of “similar” companies, employing “similar” people, with “similar” backgrounds, coming up with “similar” ideas, producing “similar” things, with “similar” quality & “similar” pricing! Kjell Nordström & Jonas Ridderstråhle – Funky BusinessWith “similar” sales reps all doing “similar” tactics!© CSO InsightsProprietary & Confidential
    21. 21. 21 Selling as Science AND Art • Think of Sales Manager as Play Director • Think of Team Members as Actors • Think of SAM as a Great Script – Construct a Unique Story • Things to do, Question to ask, Info to get – Develop Fully Each Chapter • Qualify, Discovery, Demo/Present, Proposal, Close, and Implement© CSO InsightsProprietary & Confidential
    22. 22. 22 Tech-Enabled SAM The First Sale Nigel Made Was an Internal Sale© CSO InsightsProprietary & Confidential
    23. 23. 23 Enviance Improvements • Chasing Fewer Poor Opportunities – Can’t write a great script, then don’t start the play • Sell Cycle Length Decreased 10 – 15% • Prospects Clear on Differentiation • Win Rates More Than Doubled Great strategic account planning begins with Mindjet. Try it now.© CSO InsightsProprietary & Confidential
    24. 24. 24 Enviance Summary Customer Success Story • Challenge: Lacked effective solution for supporting complex team selling and account management – needed holistic visibility. “Last quarter using Mindjet we won • Solution: Use Mindjet software to collaboratively every account that we forecast -every map and brainstorm account plans. Developed an single one.” entire methodology suited specifically to their business. “Mindjet has created efficiencies and collaboration in every area of my • Benefits: organization, providing a more holistic • By using the shared account plan to understand and efficient view of a complex multi- each accounts needs, sales teams were able to dimensional negotiation” create individually tailored client demonstrations that were highly effective - Nigel Nugent, VP Worldwide Sales • Improvements in efficiencies, collaboration, and creativity© CSO InsightsProprietary & Confidential
    25. 25. 25 Excelling at SAM Will Happen Your Can Either Deal With It Proactively Or You Can Scramble to Do It After A Major Competitive Loss Which is Your Company Choosing?© CSO InsightsProprietary & Confidential
    26. 26. 26 What happens next? Great strategic account planning begins with Mindjet. Try it free for 30 days:© CSO InsightsProprietary & Confidential

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