Geography Works for Sales

2. GEOGRAPHY WORKS FOR SALES
@DELL
HOW WE TUNNED OUR GO TO MARKET STRATEGY TO GAIN REVENUE,
MARGIN & CUSTOMER SATISFACTION
RADEK BUSZAN
SALES DIRECTOR PA GEO & GLOBALS @DELL

3. PERSONAL BIO

4. AGENDA
WHO WE ARE & WHAT WE DO GEO GO TO MARKET KEY TAKE AWAYS

5. DELL
LARGEST END TO END IT
SOLUTION PROVIDER
• CLIENT SOLUTION
• ENTERPRISE
• SOFTWARE
• SERVICES
TECHNOLOGY LEADER
• LEADER IN 21 GARDNER MAGIC
QUADRANDS
• 74B $ REVENUE ANNUALY
• OPERATING IN 180 COUNTRIES
WORLD LARGEST START-UP
• PRIVATELY OWNED
• MARKET CONSOLIDATOR
WHO WE ARE & WHAT WE DO

6. WHERE WE SELL
MARKET SEGMENTATION
• PUBLIC
• LARGE INSTITUTION
• PREFERED ACCOUNT
MARKET APPROACH
• DIRECT
• CHANNEL
KEY SUCCESS FACTORS
• GENERATED REVENUE
• GROSS MARGIN
• PIPELINE
• CUSTOMER SATISFACTION (NPS)
WHO WE ARE & WHAT WE DO

7. HOW WE SELL
ACCOUNT TEAM ROLES
• ACCOUNT EXECUTIVE
• INTERNAL SALES REPRESENTATIVE
• SOLUTION EXECUTIVE
CUSTOMER SETS
• DIRECTLY DRIVEN
• NAMED ACCOUNTS
FACTORS THAT MATTERS
• BID – PROJECT
• RUNRATE
• CLOSING RATIO
• CUSTOMER VISITS
• TALK-TIME
• WEEKLY FORECAST
WHO WE ARE & WHAT WE DO

8. PREVIOUS GO TO MARKET
• 800+ CUSTOMERS (120+ PER ACCOUNT TEAM)
• 5 ACCOUNT EXECUTIVE TEAMS IN WARSAW,
• 1 ACCOUNT EXECUTIVE TEAM IN CRACOW
• 1 ACCOUNT EXECUTIVE TEAM IN WROCLAW
• OPEN ACCOUNT SETS
• CHANNEL DRIVEN
• 61M$ REVENUE
• NPS - 36
GEO GO TO MARKET

9. CURRENT GO TO MARKET
• 245 CUSTOMERS (35 EACH)
• 5 REGIONS:
• WARSAW (3 TEAMS)
• CRACOW
• WROCLAW
• POZNAN
• GDANSK
• CLOSED ACCOUNT SETS
• DIRECTLY DRIVEN CUSTOMER APPROACH
GEO GO TO MARKET

10. WHAT WE’VE ACHIEVED (2Y)
• NPS INCREASE BY 31% TO 61%
• REVENUE GROWTH BY 4M$ TO 65M$
• DOUBLE PROJECT PIPELINE FOR NEXT YEAR
• DIRECT RELATIONSHIPS WITH KEY CUSTOMERS
• GAIN ADDITIONAL 5M$ IN CHANNEL INCREMENT
GEO GO TO MARKET

11. 3 KEY TAKE AWAYS
GEO GO TO MARKET
• SAME AMOUNT OF CUSTOMER VISITS PER ACCOUNT EXECUTIVE
GENERATED MORE REVENUE & PIPELINE DUE TO ITS BETTER QUALITY
• ON AVERAGE EVERY VISITED CUSTOMER SPEND 40K$ MORE A YEAR
• CUSTOMERS ARE MORE HAPPY TO WORK WITH LOCAL FOLKS (NPS)

12. 3 KEY TAKE AWAYS FOR HIGH LEVEL B2B’S SALES
ORGANIZATIONS
DIRECT APPROACHGEO FOCUS

13. THANK YOU