7 BI Essentials to Skyrocket Your Sales

Business
Intelligence for
Sales Success
Live Webinar
©2016 Pepperi Ltd. All rights reserved. Strictly Confidential

2
Introduction – Ian Itschner
• 20+ years experience in Business Intelligence
• CIO consulting
• VP Operations of ERP software company
• Has worked globally with dozens of companies

What is Business Intelligence?
The use of technology to analyze, communicate, and drive decisions
Spreadsheets Reports
Emails
Mobile
Apps
In-process InsightsDashboards
Real-time Recommendations

4
We can’t run on experience alone
• Maximize the effectiveness of scarce resources
• Decision making can be skewed by personal feelings and blind spots
• Technology breaks down geography barriers and enables instant communication
• Clarity of purpose is motivational – give freedom, don’t micromanage
• Sales people are skilled at relationships – emphasize that value

Business Information Maturity
Basic
30%
What Happened? Why did it happen? What will happen?
Tactical
40%
Focused
25%
Strategic
5%
Spreadsheets
Saved queries
Basic search tools
One-off reports
Island systems
Monthly reports
Manual
Error prone
Low adoption
Rich reporting - graphical
BI per department
Access common reports
Limited users
Non-standard data
Variance in departments
Some self-service in place
Dashboards
Drill down
Centralized reports
Cross functional
KPI
Business objectives drive BI
Ad-hoc reporting available
Central, standard data
Heavy use of information
Process embedded
Cascading Scorecards
Predictive / statistical analysis
Modeling
Collaborative development of BI
Robust ad-hoc availability
Dynamic forecasts and goals
Data is highly reliable
Big Data – You might like
Data from partners
Data from ultimate customers
Reporting
Embedded
Analysis Monitoring
What is happening right now?
Predicting
What Happened?
REPORTING
Why did it happen?
ANALYSIS
MONITORING
What’s happening right now?
What will happen?
PREDICTING
• Spreadsheets
• Saved queries
• One-off & monthly reports
• Manual
• Error prone
• Low adoption
• Rich reporting - graphical
• BI per department
• Access common reports
• Limited users
• Non-standard data
• Variance in departments
• Some self-service
• KPIs
• Dashboards & drill-downs
• Centralized reports
• Cross functional
• Business objectives-driven
• Ad-hoc reporting available
• Central, standard data
• Embedded in the process
• Cascading Scorecards
• Predictive analysis
• Dynamic forecasts & goals
• Modelling
• Collaborative development of BI
• Data is highly reliable
• Big Data – You might like
• Data from partners
• Data from ultimate customers
Business information maturity

Poll
• Where are you on the information maturity continuum?
• Reporting
• Analysis
• Monitoring
• Predicting

1 – Lay the foundation
• Data must be available - If it’s written it can’t be queried
• Maximize the use of existing CRM/ERP data collection
• Move from written or Excel to databases
• Set expectations at the executive level
• What kind of data are we currently collecting?
• What skills does our IT department have?
• How much data currently exists centrally?
• How sophisticated are our users?
• Can we use outside help?

1 – Lay the foundation
• Pull data from every source that is available
• This is called “Data Warehousing”
• The biggest challenge is normalizing the data.
Customer names are the biggest headache!
• Be targeted in what needs to be consistent across
sources.
• Pull data real time whenever possible
• This doesn’t have to be overwhelming!

2 – Selecting critical
measures
• Avoid information overload

measures
• Focus your sales team on high-profit
customers
ABC
DEF
GHI
JKL
MNO
PQR
STU
STU
MNO
GHI
ABC
DEF
PQR
JKL

measures
customers
• Actionable measures make the biggest
impact. SMART:
• Specific
• Measurable
• Achievable
• Relevant
• Timely
Actionable SMART
Revenue by product 35% increase in ABC by June
No. of dealer calls Make 25 calls per month
Outstanding debt Limit sales to 25% if over 90 days
outstanding
Recover declining
customers
In Q3 give up to 10% discount to
customers with sales decrease >40%
Profitability Increase sales of >60% GP by 10% by
December
Informational
On time delivery
Product quality
Lead time
Inventory levels
Top selling items

measures
customers
• Actionable measures make the biggest
impact. SMART:
• Specific
• Measurable
• Achievable
• Relevant
• Timely
• Be creative in guiding sales reps
Displaying potential customers on map of current
customers encourages reps to stop by

Poll
• Which is the most valuable KPI in your sales rep group
• Revenue by product
• Number of dealer calls
• Outstanding debt
• Sales trend
• Profitability
• Something else
• We don’t actively use KPI

3 – Embed BI in the process
• On-demand reports are easily forgotten
• When users have to stop working to check a report
their productivity is reduced
• Examples of embedding BI
• Show the rep his customer’s sales trends by product category
• Show inventory as the rep selects item from product catalog
• Suggest other items the customer might want
• Give sales rep a summary of their daily activity after each order
• Display information about customer activities during sales order
entry

4 –Empower reps with a
complete customer view
Provide sales reps as much relevant
information as possible
• CRM – Communication from others in my company
• Pics – Who is the person I am talking to? What does
their location look like?
• Returns – Be ready to discuss quality problems
• On time – Help reps set realistic delivery dates
• Order patterns – Be proactive when sales are
declining
• Credit info – Should we talk about strategies that will
help the company and the customer?
• Product mix – Encourage reps to select most
appropriate products

4 –Empower reps with a
complete customer view

Poll
• What is the size of your sales team?
• 1-10
• 11-20
• 20-40
• 40-100
• 100 +
• How dispersed is your sales team?
• Primarily based in the manufacturing/distribution facility
• Confined to a small or single region
• Spread internationally

5 – Motivating the team
• Head-to-head vs Goal-oriented

• Realistic

• Realistic goals
• Praise in public, criticize in private
• Is this contrary to providing maximum information?
• Using measures that are too critical may have unintended
results…
• Reps will not embrace change
• There will be a constant questioning of data accuracy
• Games will be played with the data

6 – Predict and check
• Advanced BI tools automate analysis & prediction
• Forecasting
• Historical data allows you to design detailed forecasts
• Measure forecasts against actual sales to continuously
improve
• Reduce the risk to the sales rep by using data
• Measuring the effectiveness of campaigns
• Does a free item result in increased sales?
• Does a sales increase justify the cost of a marketing spend?
• Are sales reps who use one technique more successful than
others?
• “You might also like…”
• Dynamically offer suggestions for customers

7 – Select the right tools
• Companies typically focus on features
and cost when selecting generic BI tools
• Management of the system is often
underestimated. Understand:
• Skill level of your IT department
• Skill level of the users

Excel
Crystal
Reports
SSRS
Power BI
Tableau
QlikView
Featureset
Management

Excel
• Pro – Common and comfortable; “free”
• Con – Static, not centralized, not mobile

SQL Reporting Services
• Pro – Inexpensive, centralized, live data, easy
• Con – Interactivity is limited, slower

Qlikview
• Pro – Very dynamic, intuitive, visual, ad-hoc
reporting, mobile-ready
• Con – More complex to set up, can be expensive

• Ensure that your tool can be
embedded in the process!

Poll
• What is the highest end BI tool that you use?
• Embedded BI
• Dashboards
• Centralized reports with live data
• Spreadsheets

BI drives measurable results –
case studies
• Order-to-cash
• Cut product lead time by ~30% by real-time process-
embedded BI (from 14 days to 10 days)
• Improve quality
• Reduce sales order data entry errors 70% by simply
reporting back on the errors.
• Improve profits
• Increase profits 3% by distinguishing between high
and low profit dealers. Including rewarding those
who were easier to deal with.
• Customer satisfaction
• CSAT improved from 72% to 90% through
proactive communication. Information about
delivery slipping, status of quality issues, stock qty, etc.

Final thoughts
• Business Intelligence is business driven, not IT driven
• Embrace information even if it is bad
• You can adopt improved BI methods no matter your
size or industry
• Help is available to get you started

Thank You!www.pepperi.com
31
info@pepperi.com

7 BI Essentials to Skyrocket Your Sales

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