WebCamp 2016: BizDev. Кейт Голдберг: Agile business development: как применять гибкие методологии в продажах.

1. S

2. Preamble
“Progress is impossible without change, and those
who can not change their minds can not change
everything”
George Bernard Shaw

3. Think like programmer!
If you are in IT sales

4. Contents
1. Why to use Agile in sales?
2. Agile sales team (roles and tips)
3. Agile sales process with terminology
4. Agile sales tools
5. Implementation: Action plan

5. AGILE SALES essentials
DEAL
SALES backlog

6. Why to use?
B u y e r i s m o r e
informed than ever.
All your leads can go
Google, read and
share their thoughts.
Sales people are not
generalists anymore.
E-mail marketing
and telemarketing
is not working,
there is a need to
b u i l d S M M ,
inbound/outbound
marketing which
requires backlog
Everyone wants to
h a v e t h e b e s t
technology and is
common with the
latest news in IT
development. So
using Agile is the
first step to make it.

7. Classical sales flow chart
DEAL
Quick
Wins
Where
are we?
Understand

8. Route map

9. Agile sales team
Quantity – 5-7 people
Target: by Country, by type of sales, by lead
nature etc
Roles:
Scrum master (Sales Team Lead)
Sales team (Lead gen, marketing, business
analyst)
Account manager

10. Terminology Mapping
Release – final number of closed deals we deliver to the business (quarter, annual)
Sprint – month, quarter
Scrum Master – Sales Manager
Backlog – What we need to close this quarter? What we need to develop (sale,
convert) this quarter
Story – High level goals to close this deal
Task – List of activities to achieve the story
Retrospective – What issues or blockage we have to meet the target

11. Backlog tools: PIPEDRIVE

12. Release tools: PIPEDRIVE

13. Retrospective
Type Inbound
leads
Outbound
leads
Deals Lost
ODC 45 32 2 5
T&M 18 22 1 10
Project 115 265 4 30
Design 32 12 1 17
US month retrospective

14. SCRUM meeting
- Implement two 30-minutes mandatory SCRUM
meetings per week.
- Designate one person as the facilitator. The facilitator’s
job is to keep the meeting on topic and pace, log all
tasks, and keep the team accountable regarding
priorities.

15. SCRUM meeting
Update 1: Provide a status update/report on “Top 5
Opportunities”
Update 2: Update everyone “SCRUM-worthy” prospects
Update 3: Plans for today and tomorrow
Update 4: Report on stumbling blocks
Update 5: Ask what others on the team can do to help
move sales forward, we’re all in this together!

16. How to start?
Step 1: Training:
It is important for the teams to be trained on
Agile/Scrum so that they understand the
methodology and the goals.

17. Step 2: Stand up:
Stand ups allow teams to adapt and react quickly
to how the process is working for customers and
external teams.

18. Step 3: Sprints and Retrospectives:
For sales, the sprint cycle may be much longer
than recommended for a typical development team,
but it’s important for sales managers to follow the
sprint structure.

19. Step 4: Re-interpreting Product Backlog:
Our team implemented an EPIC board
(Customers) and Tasks were set up as “backlog
items” with a “pending”, “in-progress”, or
“completed” status.

20. Action plan
Step 1: Define everyone’s roles
Step 2: Specifically document your business’ key markets.
Step 3: Set a date and time for your SCRUM meetings.
Keep in mind when your team may be the most
productive, and DON’T pick that time
Step 4: Outline your CRM policies.

21. Step 5: Define your specific sales process. Outline
each step in your sales process and build a flow chart.
Step 6: Document your sales process.
Step 7: Set weekly goals. Every sales team needs to
have formal sales goals which are reviewed weekly.
Step 8: Define each sales representative’s top 5
opportunities

22. Thank you!
Kate Goldberg
COO
Intersog.com

23. Agile sales: advantages
S 1. Daily check-ins
Quickly jot down the team’s performance since the last check-
in and outline your plans to move forward. This gives you
something to look back at when you meet again tomorrow.
Action: Set aside 5 minutes with the team before everyone
breaks for morning calls to discuss yesterday’s progress,
identify key metrics to focus on and make incremental
adjustments to your strategy. Set goals for individuals that you
expect them to meet before your next check-in.

24. Agile sales: advantages
S 2. Use A/B testing
A/B testing is a simple concept. This marketing tactic tests and compares
one benchmark against an alternative. For a sales team this can be a cold
call intro, demo script, or really anything you can think to test.
Action: Dedicate a couple members to deliver the same script, every time.
Specify what you want to test, like a script.
Test the delivery consistently over a call total.
Record and measure how prospects move through the pipeline

25. Agile sales: advantages
S 3. Soft Launch to a New Market
Simply understand the territory, estimate what may be their most
challenging business problems, and then A/B test your messaging on
a small sample. Yes, A/B testing can be applied to markets as well.
Action: Hit the whiteboards with the team assigned to a particular
region. Create a persona of who your target customer is, what he or
she wants, needs, and most importantly, what keeps that person up at
night.