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For circulation to Trainees only 1
Enterprise Business in
BSNL
For circulation to Trainees only 2
Agenda
• Defining Enterprise Customer
• Enterprise Customer Segmentation
• BSNL Functional Structure
• Strategy for Enterprise Business
For circulation to Trainees only 5
Enterprise Business Market
BSNL considers business customers with annual turnover
of greater than Rs. 10 Crores as Enterprise
The enterprise market was ~Rs 22,100cr (2008), expected
to grow to ~Rs. 35,400 cr in 5 years (2013)
BSNL offers a wide range of products for this market such
as voice , data & managed services.
 Enterprise customers have moved from products to
solutions
BSNL will also have to move from products based selling to
solutions based selling
For circulation to Trainees only 11
Customer Segmentation
BSNL
Business
Retail
Business
Units
CFA CM
Enterprise
Business
Unit
EB
For circulation to Trainees only 12
BD & EB Cell
BD Cell EB Cell
Small & medium
enterprise segment
Large enterprise
segment
Provides bundling offer Participate in bids &
tenders
MOUs, tie up for retail
sales , shopping malls,
provides CUG
Empanelment with
business associates
Co-branded services Total telecom solutions
MVNO tie - up Liaison work & manage
inter circle co-ordination
For circulation to Trainees only 13
Rev Nil 15-5-10 Enterprise Business
Enterprise Business
1. Generate high volume business by developing clients
2. Long term approach
3. Win-win approach
4. Unlike marketing which is for masses, EB specifically
targets select clients
5. Can happen from either party i.e. buyer or seller
For circulation to Trainees only 14
Corporate setup
• Executive Director (Core Network) – Ent: Planning, roll-out,
upgradation and maintenance of all Core Network assets through
coordination with Circles, Project Circles and Maintenance Regions
• GM (Business Planning) – Ent: Articulation of overall business
aspiration, strategy and business and financial plans for Enterprise business
unit, monitoring performance against the same and providing pricing and
tariff support for product s / solutions for all enterprise customers. In
addition, generation of Carrier Wholesale revenues for Enterprise business
unit on BSNL’s National Long Distance (NLD) network and International
Long Distance (ILD) network
• DGM (Carrier Wholesale) – Ent: Generation of Carrier Wholesale
revenues for Enterprise business unit on BSNL’s National Long Distance
(NLD) network and International Long Distance (ILD) network
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 15
Corporate setup
• GM (Enterprise Business – I) – Ent: Achieving profitable and
sustainable growth of enterprise business by creating sales policy &
strategy for platinum enterprise customers and monitoring performance
for the same. Promotion of Enterprise (Ent) business to platinum customers
through marketing activities such as advertisements and promotions based
on focused market research
• GM (Enterprise Business – II) – Ent: Achieving profitable and
sustainable growth of enterprise business by creating sales policy &
strategy for gold & silver enterprise customers and monitoring
performance for the same. Promotion of Enterprise (Ent) business to gold &
silver customers through marketing activities such as advertisements and
promotions based on focused market research
• GM (Enterprise Business – City) – Ent: Generation of enterprise
business sales through end to-end customer relationship management for
platinum enterprise customers across industry verticals in a particular city
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 16
Corporate setup
• GM (ILD) – Ent: Planning and procurement of all ILD bandwidth required
for BSNL and coordination with international carriers and agencies for the
same
• GM (Leased Circuits) – Ent: Ensuring all existing and new leased circuits
to enterprise customers are billed correctly by coordinating with different
entities within BSNL and setting up modern, accurate and efficient
processes for leased circuit billing through the use of IT systems and tools
• GM (IT) – Ent: Conceptualization and implementation of all projects
specific to the Enterprise (ENT) business unit
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 17
Corporate setup
• GM (Finance) – Ent: Creation of annual financial plan, evaluation and
approval of policies and processes regarding tariff & costing and ensuring
billing, collections and recovery (revenue management) for Enterprise
business unit
• DGM (Tariff & Costing) – Ent: Creation of annual financial plan,
evaluation and approval of policies and processes regarding tariff & costing
for Enterprise business unit
• DGM (Revenue Management) – Ent: Formulation and implementation
of policies and processes regarding billing, collections and recovery
(revenue management) for Enterprise business unit
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 18
Circle setup
• GM (Enterprise Business): Generation of enterprise business from gold
and silver enterprise customers across industry verticals within the circle.
Ensuring proper service delivery and service assurance for all enterprise
customers (platinum, gold, silver)
• DGM (Enterprise Business): Generation of enterprise business from
gold enterprise customers across industry verticals through end-to-end
customer relationship management
• DGM (Channel Partners): Generation of business from silver enterprise
customers across industry verticals through channel partners
– Financial targets – overall budget (revenue, capex, opex), profitability, etc
– Customer/ Market targets – market share, share of wallet, etc
– Operational targets – customer service, etc
• DGM (SD/ SA – Enterprise): Interfacing with all enterprise customers
(especially platinum customers) following-up with network teams in
different business units to ensure high quality of service for all enterprise
customers (platinum, gold, silver)
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 19
What an Enterprise Customer generally looks for?
Consultancy support for solution to new needs
One stop shop
Unified communication solution
Faster roll out
Scalability
24x7 monitoring & servicing
Simplicity of deal
Long term commitment
Business continuity (Disaster Management)
For circulation to Trainees only 20
Transformation towards Enterprise Segment
From To
Product Focused Solutions focused
Connectivity Services
Legacy Products Next Generation Products
“Customer Will Come” “Customer is King”
XYZ Circle’s Customer BSNL’s Customer
Reactive Order Booking Proactive BD
For circulation to Trainees only 21
Enterprise Customer Classification
 Platinum
 Gold
 Silver
For circulation to Trainees only 22
Enterprise Customer Classification
 Platinum
• Enterprise Customers with an annual turnover of over
Rs.500 Crore.
• For Telecom and IT sector & BFSI customers, this limit
may be reduced to Rs.100 Crore per annum.
For circulation to Trainees only 23
Enterprise Customer Classification
 Gold
• Enterprise Customers with an Annual turnover of Rs.100
crore to Rs. 500 crore (barring those in IT and Telecom
sector& BFSI sector)
 Silver
• All Enterprise Customers not falling into Platinum and
Gold classes.
 Platinum and Gold customers are identified by centrally
by the Enterprise Business Unit of BSNL Corporate
Office. Silver Customers are identified by each Telecom
Circle in consultation with the SSAs.
For circulation to Trainees only 24
Segmentation of Enterprise Customers
Segmentation of enterprise customers
BFSI
IT/ITeS/Media
Government
Manufacturing
Services
Large (> 500 Cr) Medium (100-500 Cr) Small (50-100 Cr)
Platinum Accounts
Note: Central Govt Bodies are treated as Large Accounts, State Government Bodies are treated as Medium Accounts and Intra State/District level Government Bodies are treated as Small Accounts
1,400
Rs 14,200 Cr
Gold
Accounts
Small (10 – 50 Cr)
Silver
Accounts
2,500
Rs 4,400 Cr
9,700
Rs 5,400 Cr
 Large spenders
• Min: ~4 Cr.
• Avg: ~10 Cr
 Require
solutions based
selling
 Reliability of
service and
breadth of
products
important
 Moderate
spenders
• Min: ~1 Cr
• Avg: ~2 Cr
 Reliability of
service and
price important
xx Number of accounts xx Market Size (Rs. Cr.)
 Small spenders
• Min: ~0.1 Cr
• Avg: ~0.5 Cr
 Price and reliability of service
important
 Require simple, off the shelf
products with basic customer
education and handholding
For circulation to Trainees only 25
Identification of customers
• A prospective list of enterprise customers including
Platinum, Gold and Silver has to be made & communicated
to EB units
• All the circles have to validate the customer category i.e.
customers qualifying as per the criteria may be retained in
the list. However, non-existent or customers not qualifying
as per the criteria may be dropped from the list of the circle.
• The customers’ list will be a dynamic list in which whenever
any customer qualifies as a Platinum/Gold/Silver , may be
included.
• The customer in the Platinum/Gold/Silver list may not be
BSNL’s existing customer but should qualify as per the
criteria to be included in the list.
• The validated list has to be sent by Circles to the corporate
office in a time-bound manner.
For circulation to Trainees only 26
Enterprise Business Strategy
Goal is to help a client find value in offered solutions on a
long-term basis ensuring win-win for the company & client.
While marketing is for masses, BD specifically targets select
clients where high revenue is expected either through sale of
its own services or introduction of joint products/services.
The emphasis is to increase BSNL revenue by selling
solutions rather than just plain vanilla services
For circulation to Trainees only 27
Enterprise Business Strategy (contd 1)
Enterprises could also be looking instead of total telecom
solution for more of the same thing in bulk, e.g bulk
requirement of landlines or mobile connections etc.
They would be looking for single window handling of their
requirements of provisioning, complaint handling and billing
across units and geographical locations
For circulation to Trainees only 28
Enterprise Business Strategy (contd 2)
Since it is usually a high volume business, purchaser
expects volume discounts. Seller agrees to appropriate
discounts depending on the contract value and the term.
Thumb rule: Higher the discount, longer is the contract
period and higher the volume of business.
For circulation to Trainees only 29
Functions of EBU
• Sales
– Platinum – National Account Managers (NAMs)
– Gold – Key Account Managers (KAMs)
– Silver – Channel partners
• Service Delivery
• Service Assurance
Customer Relations
Managers (CRM)
For circulation to Trainees only 30
The CR team brings immense value to the Enterprise
Business
129
Xxxxx-xx/Footer
The CR Team brings immense value to the Enterprise
Business
Responsibilities of the CR Team
Responsibilities of the CR Team
Outgoing Customer Relations Team
• Receives delivery / assurance requests from
NAM / KAM
• Follows up on requests allocated according
to zones
• Keep NAM / KAM updated on status of the
delivery / assurance request on a daily basis
Incoming Customer Relations Team
• Receives delivery / assurance requests from
outgoing customer relations team from a
gold circle / platinum office
• Follows up on requests with the concerned
business unit (CM/CFA)
• Keep incoming customer relations team from
the originating circle updated on status of the
delivery / assurance request on a daily basis
Value to the Enterprise
Business
Value to the Enterprise
Business
Delivery and assurance process
becomes smoother and there is
clear hand-off of responsibilities
• Sales team is free to focus 100%
energy only on selling
• Sales team is kept informed
about the status of connection
delivery
• Lowers chances of loss of face in
front of the customer
• Decreases inter-BU conflicts
• Increases revenue
• Increases retention and reduces
churn
For circulation to Trainees only 31
Overview of the circle level structure for platinum + gold
Illustration: Karnataka circle
61
Xxxxx-xx/Footer
Overview of the circle level structure for platinum + gold
Illustration: Karnataka circle
GM, EB - Bangalore
DGM, Sales DGM, CR
NAMs
CGM
DGM, Sales / CR
GM, Enterprise –
Karnataka
CR team
(outgoing)
Platinum
DGM / AGM,
Sales / CR
(Gold)
SSA Heads
KAMs
CR team
(incoming)
Gold
CR team
(incoming)
Platinum
CR team
(outgoing)
Gold
Platinum office – Bangalore Gold office – Karnataka
Based at the Karnataka circle office
Based at the Bangalore SSA office
Second reporting - functional
Direct reporting
First reporting - administrative
Node - CR team
(incoming)
Platinum
Node - CR team
(incoming)
Gold
Reviewing
authority if SSA
head is DGM or
below
Second
reporting if SSA
head is GM or
above
For circulation to Trainees only 32
Roles and Responsibilities of Account Managers
Account managers have to balance requirements of
customers with needs of their own company to ensure long
term relations
Account managers have a dual focus w. r. t. their customers
Building new relationships - Scouting and acquiring new
customers for BSNL enterprise business
Maintaining existing relationships - Expanding scope of
business with current customers in enterprise
For circulation to Trainees only 33
Role of Account Manager
• Understanding personal /professional aspirations
• Pre work preparation
• Introductory meetings
• Solution refinement
• Reporting
For circulation to Trainees only 34
NAM & KAM
• Every Platinum & Gold customer will be assigned a single point of
contact National Account Manager (NAM) for Platinum and Key
Account Manager (KAM) for Gold.
• The Gold offices will be opened in multiple cities in a circle.
• Every KAM should be allocated some existing (active) BSNL
customers and some new customers (or with other operators).
For circulation to Trainees only 35
Role of NAM/KAM
• Every KAM should gather the information about the customers from
secondary sources. A pre-meeting template indicating nature of business,
listing, size of business market share and sister concern etc. of the Gold
account should be prepared by KAM before approaching the customer.
• After completing the pre-meeting template, KAM should contact the
customer. An introductory letter and BSNL’s presentation may be given to
customers in the first meeting.
• After meeting with the customer, KAMs are supposed to fill post-meeting
report and keep updated profile of the customer. The post-meeting
template mainly consists of information about the customer like number
of connections for landline/Broadband/PRI/Mobile CUG, data circuits,
current vendors, total telecom spent, billing details, key contact person,
etc. Many such information, customers may not like to part with in the
first meeting. Care should be taken to gather these information in subtle
and indirect manner as per the customer’s comfort level.
• KAMs will be able to collect the customer related information mentioned
above more precisely after few meetings.
For circulation to Trainees only 36
Enterprise Business customer
• SBI, NTPC, ONGC & IOCL contributes 25% B/W revenue
of BSNL.
• SBI contribute nearly 17% BSNL’s B/W revenue.
• No. of TV channels – Approx. 500.
• Revenue potential from TV chls is 436 cr. Per annum
• No. of bank’s branches – 62781.
• Revenue potential from bank is 1300 cr. Per annum
• Revenue potential from bank’s ATM Is 780 cr. Per
annum
For circulation to Trainees only 37
Enterprise Sales structure
• Career Wholesale
• Enterprise Business executives
• BSNL Channel partners
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 38
Career Wholesaler
• Responsible for generation of Carrier Wholesale
revenues for on BSNL’s National Long Distance (NLD)
network and International Long Distance (ILD) network.
Primarily GM (Business Planning) at BSNL HQ deals with
it with back end support from maintenance regions.
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 39
Enterprise Business
• Platinum customers-By BSNL team
• Gold customers-By BSNL team
• Concept of NAM and KAM
• Silver customers- By channel partners
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 40
Channel partners
• Direct marketing & sales of BSNL data services to silver
customers
• Service assurance part of deal
• Two categories Tier-I and Tier-II
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 41
Tier-1 channel Partner
• Tier 1 CPs’ will be primarily engaged in the Sales and Marketing of
BSNL Voice and Data services to targeted Silver customers. In
addition, CPs’ may also be engaged for supply, configuration and
maintenance of customer’s end equipments, their network on LAN /
WAN etc. An indicative list of BSNL’s services, but not limited to, is
given in the Annexure ‘A’. A prospective Tier 1 Channel Partner (Tier
1 CP) shall be a direct supplier of technology, hardware, telecom
products or shall have a direct agreement with each of the
Technology Companies, OEM’s (Original equipment manufacturer)
that form the core building blocks of the project. The core IT and
Telecom building blocks may be classified as Routers, LAN Switches,
Leased Line Modems & Converters, PC’s, Servers etc. Tier 1 CP is
required to have Minimum 5 number of sales personnel and 10
number of field engineers.
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 42
Tier-2 channel Partner
• Tier 2 CPs’ will be primarily engaged in the Sales and Marketing of
BSNL Voice products. In addition, these CPs’ will also be allowed to
deal in a limited range of data services (e.g. 2G and 3G data cards,
broadband services etc.). Tier 2 CPs’ showing exceptional growth
can be given the opportunity to sell additional BSNL products /
services like MPLS VPN, leased circuits etc. on a trial basis. This will
be at the sole discretion of BSNL.
• A prospective Tier 2 Channel Partner (Tier 2 CP) shall be a direct
supplier of hardware and telecom products (e.g. Computer systems,
Servers, Routers, EPABX systems etc.) to Silver customers. Tier 2 CP
is required to have Minimum 5 number of sales personnel/field
engineers.
Rev Nil 15-5-10 Enterprise Business
For circulation to Trainees only 43

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1.1.3 EB in BSNL.pptx

  • 1. For circulation to Trainees only 1 Enterprise Business in BSNL
  • 2. For circulation to Trainees only 2 Agenda • Defining Enterprise Customer • Enterprise Customer Segmentation • BSNL Functional Structure • Strategy for Enterprise Business
  • 3. For circulation to Trainees only 5 Enterprise Business Market BSNL considers business customers with annual turnover of greater than Rs. 10 Crores as Enterprise The enterprise market was ~Rs 22,100cr (2008), expected to grow to ~Rs. 35,400 cr in 5 years (2013) BSNL offers a wide range of products for this market such as voice , data & managed services.  Enterprise customers have moved from products to solutions BSNL will also have to move from products based selling to solutions based selling
  • 4. For circulation to Trainees only 11 Customer Segmentation BSNL Business Retail Business Units CFA CM Enterprise Business Unit EB
  • 5. For circulation to Trainees only 12 BD & EB Cell BD Cell EB Cell Small & medium enterprise segment Large enterprise segment Provides bundling offer Participate in bids & tenders MOUs, tie up for retail sales , shopping malls, provides CUG Empanelment with business associates Co-branded services Total telecom solutions MVNO tie - up Liaison work & manage inter circle co-ordination
  • 6. For circulation to Trainees only 13 Rev Nil 15-5-10 Enterprise Business Enterprise Business 1. Generate high volume business by developing clients 2. Long term approach 3. Win-win approach 4. Unlike marketing which is for masses, EB specifically targets select clients 5. Can happen from either party i.e. buyer or seller
  • 7. For circulation to Trainees only 14 Corporate setup • Executive Director (Core Network) – Ent: Planning, roll-out, upgradation and maintenance of all Core Network assets through coordination with Circles, Project Circles and Maintenance Regions • GM (Business Planning) – Ent: Articulation of overall business aspiration, strategy and business and financial plans for Enterprise business unit, monitoring performance against the same and providing pricing and tariff support for product s / solutions for all enterprise customers. In addition, generation of Carrier Wholesale revenues for Enterprise business unit on BSNL’s National Long Distance (NLD) network and International Long Distance (ILD) network • DGM (Carrier Wholesale) – Ent: Generation of Carrier Wholesale revenues for Enterprise business unit on BSNL’s National Long Distance (NLD) network and International Long Distance (ILD) network Rev Nil 15-5-10 Enterprise Business
  • 8. For circulation to Trainees only 15 Corporate setup • GM (Enterprise Business – I) – Ent: Achieving profitable and sustainable growth of enterprise business by creating sales policy & strategy for platinum enterprise customers and monitoring performance for the same. Promotion of Enterprise (Ent) business to platinum customers through marketing activities such as advertisements and promotions based on focused market research • GM (Enterprise Business – II) – Ent: Achieving profitable and sustainable growth of enterprise business by creating sales policy & strategy for gold & silver enterprise customers and monitoring performance for the same. Promotion of Enterprise (Ent) business to gold & silver customers through marketing activities such as advertisements and promotions based on focused market research • GM (Enterprise Business – City) – Ent: Generation of enterprise business sales through end to-end customer relationship management for platinum enterprise customers across industry verticals in a particular city Rev Nil 15-5-10 Enterprise Business
  • 9. For circulation to Trainees only 16 Corporate setup • GM (ILD) – Ent: Planning and procurement of all ILD bandwidth required for BSNL and coordination with international carriers and agencies for the same • GM (Leased Circuits) – Ent: Ensuring all existing and new leased circuits to enterprise customers are billed correctly by coordinating with different entities within BSNL and setting up modern, accurate and efficient processes for leased circuit billing through the use of IT systems and tools • GM (IT) – Ent: Conceptualization and implementation of all projects specific to the Enterprise (ENT) business unit Rev Nil 15-5-10 Enterprise Business
  • 10. For circulation to Trainees only 17 Corporate setup • GM (Finance) – Ent: Creation of annual financial plan, evaluation and approval of policies and processes regarding tariff & costing and ensuring billing, collections and recovery (revenue management) for Enterprise business unit • DGM (Tariff & Costing) – Ent: Creation of annual financial plan, evaluation and approval of policies and processes regarding tariff & costing for Enterprise business unit • DGM (Revenue Management) – Ent: Formulation and implementation of policies and processes regarding billing, collections and recovery (revenue management) for Enterprise business unit Rev Nil 15-5-10 Enterprise Business
  • 11. For circulation to Trainees only 18 Circle setup • GM (Enterprise Business): Generation of enterprise business from gold and silver enterprise customers across industry verticals within the circle. Ensuring proper service delivery and service assurance for all enterprise customers (platinum, gold, silver) • DGM (Enterprise Business): Generation of enterprise business from gold enterprise customers across industry verticals through end-to-end customer relationship management • DGM (Channel Partners): Generation of business from silver enterprise customers across industry verticals through channel partners – Financial targets – overall budget (revenue, capex, opex), profitability, etc – Customer/ Market targets – market share, share of wallet, etc – Operational targets – customer service, etc • DGM (SD/ SA – Enterprise): Interfacing with all enterprise customers (especially platinum customers) following-up with network teams in different business units to ensure high quality of service for all enterprise customers (platinum, gold, silver) Rev Nil 15-5-10 Enterprise Business
  • 12. For circulation to Trainees only 19 What an Enterprise Customer generally looks for? Consultancy support for solution to new needs One stop shop Unified communication solution Faster roll out Scalability 24x7 monitoring & servicing Simplicity of deal Long term commitment Business continuity (Disaster Management)
  • 13. For circulation to Trainees only 20 Transformation towards Enterprise Segment From To Product Focused Solutions focused Connectivity Services Legacy Products Next Generation Products “Customer Will Come” “Customer is King” XYZ Circle’s Customer BSNL’s Customer Reactive Order Booking Proactive BD
  • 14. For circulation to Trainees only 21 Enterprise Customer Classification  Platinum  Gold  Silver
  • 15. For circulation to Trainees only 22 Enterprise Customer Classification  Platinum • Enterprise Customers with an annual turnover of over Rs.500 Crore. • For Telecom and IT sector & BFSI customers, this limit may be reduced to Rs.100 Crore per annum.
  • 16. For circulation to Trainees only 23 Enterprise Customer Classification  Gold • Enterprise Customers with an Annual turnover of Rs.100 crore to Rs. 500 crore (barring those in IT and Telecom sector& BFSI sector)  Silver • All Enterprise Customers not falling into Platinum and Gold classes.  Platinum and Gold customers are identified by centrally by the Enterprise Business Unit of BSNL Corporate Office. Silver Customers are identified by each Telecom Circle in consultation with the SSAs.
  • 17. For circulation to Trainees only 24 Segmentation of Enterprise Customers Segmentation of enterprise customers BFSI IT/ITeS/Media Government Manufacturing Services Large (> 500 Cr) Medium (100-500 Cr) Small (50-100 Cr) Platinum Accounts Note: Central Govt Bodies are treated as Large Accounts, State Government Bodies are treated as Medium Accounts and Intra State/District level Government Bodies are treated as Small Accounts 1,400 Rs 14,200 Cr Gold Accounts Small (10 – 50 Cr) Silver Accounts 2,500 Rs 4,400 Cr 9,700 Rs 5,400 Cr  Large spenders • Min: ~4 Cr. • Avg: ~10 Cr  Require solutions based selling  Reliability of service and breadth of products important  Moderate spenders • Min: ~1 Cr • Avg: ~2 Cr  Reliability of service and price important xx Number of accounts xx Market Size (Rs. Cr.)  Small spenders • Min: ~0.1 Cr • Avg: ~0.5 Cr  Price and reliability of service important  Require simple, off the shelf products with basic customer education and handholding
  • 18. For circulation to Trainees only 25 Identification of customers • A prospective list of enterprise customers including Platinum, Gold and Silver has to be made & communicated to EB units • All the circles have to validate the customer category i.e. customers qualifying as per the criteria may be retained in the list. However, non-existent or customers not qualifying as per the criteria may be dropped from the list of the circle. • The customers’ list will be a dynamic list in which whenever any customer qualifies as a Platinum/Gold/Silver , may be included. • The customer in the Platinum/Gold/Silver list may not be BSNL’s existing customer but should qualify as per the criteria to be included in the list. • The validated list has to be sent by Circles to the corporate office in a time-bound manner.
  • 19. For circulation to Trainees only 26 Enterprise Business Strategy Goal is to help a client find value in offered solutions on a long-term basis ensuring win-win for the company & client. While marketing is for masses, BD specifically targets select clients where high revenue is expected either through sale of its own services or introduction of joint products/services. The emphasis is to increase BSNL revenue by selling solutions rather than just plain vanilla services
  • 20. For circulation to Trainees only 27 Enterprise Business Strategy (contd 1) Enterprises could also be looking instead of total telecom solution for more of the same thing in bulk, e.g bulk requirement of landlines or mobile connections etc. They would be looking for single window handling of their requirements of provisioning, complaint handling and billing across units and geographical locations
  • 21. For circulation to Trainees only 28 Enterprise Business Strategy (contd 2) Since it is usually a high volume business, purchaser expects volume discounts. Seller agrees to appropriate discounts depending on the contract value and the term. Thumb rule: Higher the discount, longer is the contract period and higher the volume of business.
  • 22. For circulation to Trainees only 29 Functions of EBU • Sales – Platinum – National Account Managers (NAMs) – Gold – Key Account Managers (KAMs) – Silver – Channel partners • Service Delivery • Service Assurance Customer Relations Managers (CRM)
  • 23. For circulation to Trainees only 30 The CR team brings immense value to the Enterprise Business 129 Xxxxx-xx/Footer The CR Team brings immense value to the Enterprise Business Responsibilities of the CR Team Responsibilities of the CR Team Outgoing Customer Relations Team • Receives delivery / assurance requests from NAM / KAM • Follows up on requests allocated according to zones • Keep NAM / KAM updated on status of the delivery / assurance request on a daily basis Incoming Customer Relations Team • Receives delivery / assurance requests from outgoing customer relations team from a gold circle / platinum office • Follows up on requests with the concerned business unit (CM/CFA) • Keep incoming customer relations team from the originating circle updated on status of the delivery / assurance request on a daily basis Value to the Enterprise Business Value to the Enterprise Business Delivery and assurance process becomes smoother and there is clear hand-off of responsibilities • Sales team is free to focus 100% energy only on selling • Sales team is kept informed about the status of connection delivery • Lowers chances of loss of face in front of the customer • Decreases inter-BU conflicts • Increases revenue • Increases retention and reduces churn
  • 24. For circulation to Trainees only 31 Overview of the circle level structure for platinum + gold Illustration: Karnataka circle 61 Xxxxx-xx/Footer Overview of the circle level structure for platinum + gold Illustration: Karnataka circle GM, EB - Bangalore DGM, Sales DGM, CR NAMs CGM DGM, Sales / CR GM, Enterprise – Karnataka CR team (outgoing) Platinum DGM / AGM, Sales / CR (Gold) SSA Heads KAMs CR team (incoming) Gold CR team (incoming) Platinum CR team (outgoing) Gold Platinum office – Bangalore Gold office – Karnataka Based at the Karnataka circle office Based at the Bangalore SSA office Second reporting - functional Direct reporting First reporting - administrative Node - CR team (incoming) Platinum Node - CR team (incoming) Gold Reviewing authority if SSA head is DGM or below Second reporting if SSA head is GM or above
  • 25. For circulation to Trainees only 32 Roles and Responsibilities of Account Managers Account managers have to balance requirements of customers with needs of their own company to ensure long term relations Account managers have a dual focus w. r. t. their customers Building new relationships - Scouting and acquiring new customers for BSNL enterprise business Maintaining existing relationships - Expanding scope of business with current customers in enterprise
  • 26. For circulation to Trainees only 33 Role of Account Manager • Understanding personal /professional aspirations • Pre work preparation • Introductory meetings • Solution refinement • Reporting
  • 27. For circulation to Trainees only 34 NAM & KAM • Every Platinum & Gold customer will be assigned a single point of contact National Account Manager (NAM) for Platinum and Key Account Manager (KAM) for Gold. • The Gold offices will be opened in multiple cities in a circle. • Every KAM should be allocated some existing (active) BSNL customers and some new customers (or with other operators).
  • 28. For circulation to Trainees only 35 Role of NAM/KAM • Every KAM should gather the information about the customers from secondary sources. A pre-meeting template indicating nature of business, listing, size of business market share and sister concern etc. of the Gold account should be prepared by KAM before approaching the customer. • After completing the pre-meeting template, KAM should contact the customer. An introductory letter and BSNL’s presentation may be given to customers in the first meeting. • After meeting with the customer, KAMs are supposed to fill post-meeting report and keep updated profile of the customer. The post-meeting template mainly consists of information about the customer like number of connections for landline/Broadband/PRI/Mobile CUG, data circuits, current vendors, total telecom spent, billing details, key contact person, etc. Many such information, customers may not like to part with in the first meeting. Care should be taken to gather these information in subtle and indirect manner as per the customer’s comfort level. • KAMs will be able to collect the customer related information mentioned above more precisely after few meetings.
  • 29. For circulation to Trainees only 36 Enterprise Business customer • SBI, NTPC, ONGC & IOCL contributes 25% B/W revenue of BSNL. • SBI contribute nearly 17% BSNL’s B/W revenue. • No. of TV channels – Approx. 500. • Revenue potential from TV chls is 436 cr. Per annum • No. of bank’s branches – 62781. • Revenue potential from bank is 1300 cr. Per annum • Revenue potential from bank’s ATM Is 780 cr. Per annum
  • 30. For circulation to Trainees only 37 Enterprise Sales structure • Career Wholesale • Enterprise Business executives • BSNL Channel partners Rev Nil 15-5-10 Enterprise Business
  • 31. For circulation to Trainees only 38 Career Wholesaler • Responsible for generation of Carrier Wholesale revenues for on BSNL’s National Long Distance (NLD) network and International Long Distance (ILD) network. Primarily GM (Business Planning) at BSNL HQ deals with it with back end support from maintenance regions. Rev Nil 15-5-10 Enterprise Business
  • 32. For circulation to Trainees only 39 Enterprise Business • Platinum customers-By BSNL team • Gold customers-By BSNL team • Concept of NAM and KAM • Silver customers- By channel partners Rev Nil 15-5-10 Enterprise Business
  • 33. For circulation to Trainees only 40 Channel partners • Direct marketing & sales of BSNL data services to silver customers • Service assurance part of deal • Two categories Tier-I and Tier-II Rev Nil 15-5-10 Enterprise Business
  • 34. For circulation to Trainees only 41 Tier-1 channel Partner • Tier 1 CPs’ will be primarily engaged in the Sales and Marketing of BSNL Voice and Data services to targeted Silver customers. In addition, CPs’ may also be engaged for supply, configuration and maintenance of customer’s end equipments, their network on LAN / WAN etc. An indicative list of BSNL’s services, but not limited to, is given in the Annexure ‘A’. A prospective Tier 1 Channel Partner (Tier 1 CP) shall be a direct supplier of technology, hardware, telecom products or shall have a direct agreement with each of the Technology Companies, OEM’s (Original equipment manufacturer) that form the core building blocks of the project. The core IT and Telecom building blocks may be classified as Routers, LAN Switches, Leased Line Modems & Converters, PC’s, Servers etc. Tier 1 CP is required to have Minimum 5 number of sales personnel and 10 number of field engineers. Rev Nil 15-5-10 Enterprise Business
  • 35. For circulation to Trainees only 42 Tier-2 channel Partner • Tier 2 CPs’ will be primarily engaged in the Sales and Marketing of BSNL Voice products. In addition, these CPs’ will also be allowed to deal in a limited range of data services (e.g. 2G and 3G data cards, broadband services etc.). Tier 2 CPs’ showing exceptional growth can be given the opportunity to sell additional BSNL products / services like MPLS VPN, leased circuits etc. on a trial basis. This will be at the sole discretion of BSNL. • A prospective Tier 2 Channel Partner (Tier 2 CP) shall be a direct supplier of hardware and telecom products (e.g. Computer systems, Servers, Routers, EPABX systems etc.) to Silver customers. Tier 2 CP is required to have Minimum 5 number of sales personnel/field engineers. Rev Nil 15-5-10 Enterprise Business
  • 36. For circulation to Trainees only 43