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Account Planning in Salesforce: Trending in 2015

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In every large customer account there is hidden white space where you can sell your existing products to new divisions and sell more solutions to the same business units, for complete penetration across the account.

In this webinar we reveal the secrets we have learned since early 2013 when we launched the Amazon #1 Bestseller Account Planning in Salesforce.

Since then we have seen thousands of account managers grow their business with their major customers, while also increasing the value that they deliver.

We have seen account and territory plans fully completed in just 6 hours, a large enterprise company add $400 million to their pipeline in just weeks, and an increase in win rate of 300%.

We will revisit the fundamentals of this surefire revenue growth strategy and share the insights we have gleaned since we first launched Account Planning in Salesforce.

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Account Planning in Salesforce: Trending in 2015

  1. 1. Account Planning in Salesforce: Trending in 2015 Áine Denn, EVP EMEA
  2. 2. © The TAS Group 2015 Áine Denn Executive Vice President EMEA & Co-Founder
  3. 3. © The TAS Group 2015
  4. 4. © The TAS Group 2015 BUYERS MARKETS EXPECTATIONS Current State
  5. 5. © The TAS Group 2015 Evidence Retained Learning: 13% Achieve Quota: 2/5 Average CSO: 18 Months Access Key Players: 54%
  6. 6. © The TAS Group 2015 THINK ABOUT THIS KNOWLEDGE - DATA - CONTEXT - REASONING.
  7. 7. NATIVE CLOUD APP MOBILE SMART EASY KNOWLEDGE - DATA - CONTEXT - REASONING.
  8. 8. © The TAS Group 2015 Your Account is a Marketplace
  9. 9. © The TAS Group 2015 Your Account is a Marketplace Create, develop, pursue, and win business that delivers mutual value for you and your customer
  10. 10. © The TAS Group 2015 Cost to retain existing and acquire new customers2 6 Times More Costly to Acquire 100% 200% 300% 400% 500% 600% 1$ 6$ Account Planning helps Growth & Retention Source: (1) Marketing Metrics, (2) Bain & Company 50% 0% Existing Customer New Customer 75% 25% 5% - 20% 60% - 70% Likelihood of winning business in existing and new customers1
  11. 11. © The TAS Group 2015 maximize revenue from key accounts53% gain access to key players54% uncover customer business problems61% + 41% + 30% + 28% Some facts about Account Planning ... Sales Reps who say they can … Increase quota attainment by … Source: Dealmaker Index Global Sales Benchmark Study
  12. 12. © The TAS Group 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect
  13. 13. © The TAS Group 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect 2. Customer
  14. 14. © The TAS Group 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect 2. Customer 3. Loyal Customer 4. ______________
  15. 15. © The TAS Group 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect 2. Customer 3. Loyal Customer 4. Former Customer
  16. 16. © The TAS Group 2015 How much does Price act as a driver of customer defection?4 Customer’s View Vendor’s View 0% 25% 50% 25% 48% Account Planning helps Growth & Retention Source: (1) Marketing Metrics, (2) Bain & Company, (3) US SBA, US CC, (4) Rightnow Technologies 50% 0% Customer Service Product 75% 68% 25% 14% Drivers of customer defection3 25% Price
  17. 17. © The TAS Group 2015 Your Account is a Marketplace
  18. 18. © The TAS Group 2015 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  19. 19. © The TAS Group 2015 It's all about the 3 ‘C’s Customer Company Research for Insight
  20. 20. © The TAS Group 2015 Impact on a Customer fn (Business Problems, Business People) Research for Insight
  21. 21. © The TAS Group 2015 54%61% Research for Insight Impact on a Customer fn (Business Problems, Business People)
  22. 22. © The TAS Group 2015 What do you need to research / record? Plan Goal, Overview, History, Resources, CSFs … Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape … Customer s View, Exec Credibility, Cultural Fit, Customer Sat … Customer s KPIs, Value Prop, Strategic Initiatives, Solution Vision … Customer SWOT, Our SWOT (inc Competitive Landscape) Research for Insight
  23. 23. © The TAS Group 2015 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  24. 24. © The TAS Group 2015 Customer Account Team + Execs Salesforce.com Sales Ecosystem Integrate for Velocity
  25. 25. © The TAS Group 2015 Market Segmentation Account Planning Account Management Opportunity Management Territory Named Key Integrate for Velocity
  26. 26. © The TAS Group 2015 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
  27. 27. © The TAS Group 2015 Focus for Impact
  28. 28. © The TAS Group 2015 Focus for Impact Importance to Customer ImportancetoUs Future Potential Current Opportunities Previous Business Revenue Contribution Profit Contribution Current Importance Future Importance … Segment the Account to prioritize the right Business Units
  29. 29. © The TAS Group 2015 Find Mutual Value: Prioritizing segments that are Important to You and to your Customer
  30. 30. © The TAS Group 2015 Focus for Impact
  31. 31. © The TAS Group 2015
  32. 32. © The TAS Group 2015 Their  intui*ve  solu*ons  provide  the  best  experience  for   the  people  in  IT,  and  for  the  consumers  of  IT.       Their  solu*ons  enable  high-­‐speed  innova*on  of  new   customer  experiences,  applica*ons,  and  services.       They  provide  industrialized  solu*ons,  from  mainframe   to  cloud  to  mobile,  that  op*mize  IT  performance,  cost,   &  produc*vity                                             BMC  brings  “IT  to  Life”  by  helping  transform   Digital  Enterprises  for  compe**ve  business   advantage.  
  33. 33. © The TAS Group 2015 Intui*ve   Experience   Ac*onable   Intelligence   Agile   Applica*ons   Compliance  &  Risk   Mi*ga*on   Op*mized   Infrastructure  &  Cost   Adap*ve   Automa*on   DIGITAL BUSINESS IMPERATIVES
  34. 34. © The TAS Group 2015 The Marketing Cloud Account Executive’s Journey “Zero to Portfolio Plan” in Six Contact Hours On Demand Videos (1 Hour) Hands- On Build Webinar (2 Hours) 1:1 Virtual Office (1 Hour) Self- Tweak Plan (2 Hours) On-Site Session (Optional) (6 Hours) Coaching and Peer Review (1 Hour) Present Plan to Leaders (30 Minutes) Maintain and QBR LEARN PHASE APPLY PHASE
  35. 35. © The TAS Group 2015 Advanced/ EnrichedWhite Space To each of the Business Units in the account Map penetration for each of your solutions To identify ‘White Space’
  36. 36. © The TAS Group 2015
  37. 37. © The TAS Group 2015
  38. 38. © The TAS Group 2015 Tracking Impact on the Business Generating Pipeline and Driving Collaboration 250+ Portfolio Plans 180+ Growth Plans 4000+ Opportunities $600+M in Pipeline
  39. 39. © The TAS Group 2015 Efficiency and Efficacy through Full integration Turn Data into Insight
  40. 40. © The TAS Group 2015
  41. 41. © The TAS Group 2015 Collaborate with the team on Chatter
  42. 42. © The TAS Group 2015 Deliver Customer Insight - The Operational Issues Can’t Find Content No Feedback Mechanism Too Hard To Consume Unavailable in Cloud and Mobile
  43. 43. © The TAS Group 2015 The Alignment Triangle Marketing Customer Sales It should really be all about the Customer
  44. 44. © The TAS Group 2015 Things Customers Care About … Goals Pressures Obstacles Initiatives
  45. 45. © The TAS Group 2015 Things Customers Care About … Goals Pressures Obstacles Initiatives Solutions
  46. 46. © The TAS Group 2015 Things Customers Care About … Goals Pressures Obstacles Initiatives Solutions Customer Insight Map
  47. 47. © The TAS Group 2015 TRANSFORMED BUSINESS CONVERSATIONS + Dealmaker Align Solution Components Goals Pressures Initiatives Obstacles Solutions Customer Insight Map Key Messages Insights Sales Tools High Yield Questions Competitive Positioning Objections 1 2 3 4 5 6
  48. 48. © The TAS Group 2015 Customer Insight Map Example Customer Insight Maps Marketing and Sales Enablement can help sellers understand their customers’ business problems, and the seller can tailor for their specific customer.
  49. 49. © The TAS Group 2015 Front Line Sales Managers should balance……
  50. 50. © The TAS Group 2015 Sales Coaching Improves Performance +88% Coaching Improves Productivity1 Source: 1 SEC/CEB, 2 Gallup +56% Coaching Increases Customer Loyalty2
  51. 51. © The TAS Group 2015 23% Why Sales Managers Don’t Coach Source: Sales Management Association 47% 26% 100% 50% 0% Don’t Value Coaching Not Enough Time Don’t Know How to Coach Sales Reps Don’t Ask Other 2%2%
  52. 52. © The TAS Group 2015 Tracking and Coaching It’s all about coaching both management and sales teams. In The Plan In Dashboards
  53. 53. © The TAS Group 2015 Prescriptive Guidance and Coaching Set Expectations for Adoption Frequency The Play Payoff Game Plan
  54. 54. © The TAS Group 2015 12 Elements of Great Account Planning Action OrientedRegular CadenceSocial and Collaborative Measurable Customer Focused IntegratedResearch Based Targeted Aligned to Business Strategy Map People and Influence Trust White Space
  55. 55. Account Planning in Salesforce: Trending in 2015 Áine Denn, EVP EMEA

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