Michael Scherbaum is the Senior Manager of Partner Field Development at Salesforce. The presentation covers account planning for the current fiscal year. It emphasizes developing a strategic plan for each account that drives consistent activities to ensure effective strategic, tactical, and territory planning. It provides templates for account profiles, analysis, strategy development, and action planning. The presentation stresses that account planning is a team effort and reviews best practices for sharing the strategy and vision with customers.

1. Account Planning
Sales & Pre-Sales Cloud Journey
@mscherbaum
mscherbaum@salesforce.com
​Michael Scherbaum
​Sr. Mgr. Partner Field Development

2. Forward-Looking Statements
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3. Account Planning for this fiscal year
Today’s Agenda
Territory PlanningWhy are we here? Account Planning ​Questions

4. Salesforce Initiates FY18 Revenue Guidance of $10.1 Billion
to $10.15 Billion
Connecting to customers in a whole new way
Decision
Analytics
Custom
Apps
Connected
Buildings
Partner
Community
Marketing
One
Schneider
Service
One
Schneider
Sales
Commerce
​“…Closing a record
number of large
transactions as more
and more companies
look to Salesforce as
their trusted advisor to
redefine their customer
strategies.” - Keith
Block

5. ​$1M is the seed
​Long term relationships
​Sell value
​Court CIOs & court CxOs
​Transformational decisions
​All Clouds
​Know their industry & business
We’re Transforming Our Thinking & Actions
​$1M is a big deal
​Transactional
​Pitch products
​Hide from CIOs
​Departmental decisions
​Single Cloud
​Know CRM
2000 vs. 2017

6. Process, Technology and Cultural Transformations Drives
Enterprise Selling
​Opportunity Focus
​Business Requirements
​One Sponsor
​Demo
​Connect the Dots
​Proof Points
​AE + SE
​Next Steps
Account Strategy
Enterprise Transformation
Multiple C-level Evangelists
Floor Walking, POC
Exec Mapping for Long Term Engagement
ROI Business Case
Large, Global Team
Mutual Close Plan

7. Most companies do sales planning like this
​Strategic thinking and
operational excellence:
How often do we look at our
territory?
How many opportunities do
we deal with every week?

8. Having a strategic plan for the account is key
Drive consistent and
well managed set of
activities to ensure
effective strategic,
tactical and territory
account planning for
FY18:
How often do we look
at our territory?
How many
opportunities do we
deal with every week?

9. Roles of creators and consumers
Discover Value
Execute Plan
Achieve Goals
Account Plan
Monitor Performance
Close Big Deals
AEs / RVPs AVPs, Execs,
Team
Review Accounts

10. Account Planning

11. Building An Account Strategy Takes Time
Profile
Analyze
StrategizeExecute
Share

12. AE Deliverables:
Account Profile Summary
Profile - Know Your Customer
Industry Trends
Review the industry primers before starting
Company Financials
What businesses are they in?
Is the company profitable?
Are they growing?
CEO Letter
Review what is top of mind to the CEO
Strategic Initiatives
What are the stated Initiatives
Go To Market
How do they sell and in what markets?
Competitive
How are their competitors doing?
Company / Industry Buzz
What are the news, blogs, boards saying?

13. Team Deliverables:
Business Unit Summary
Influence Map
Install Base Success Stories
Analyze - Be An Insider
Discovery
Confirm top priorities with executives
Business Units
Dive into business strategies
Breakdown employee counts and revenues by business unit
Identify where the business investment is happening
Know Where Power Is
Build an organizational influence map
IT & Business Infrastructure
Understand what’s implemented and what’s coming up for upgrade
Identify who makes IT decisions
Success & Usage Statistics
Build the success stories
Know what’s working and what’s not
Partners
Which GSI partners have relationships inside the account

14. The account plan - Influence Map
Classify your contacts to get a better understanding

15. Team Deliverables:
Account Plan (internal)
Shared Vision (customer
facing)
Strategize - Map Out A Strategy
Demand plan
Prioritize where to focus
Build a standardization strategy
Value Statement
Align the entire team around a value statement
Connect the Dots
Define an executive outreach strategy.
Map Salesforce executives to company executives.
CIO Journey
Identify top CIOs to take through the CIO journey program.
Partner Strategy
Decide which partners to engage
Success Metrics
Agree on what success looks like in 1 year? 2 years? 3 years?

16. AE Deliverables:
Action Plan (Timelines &
Owners)
Executive Outreach Plan
ROI / TCO Assessment
Execute - Translate Strategy to Action
Solution Map
Define solutions required for standardization decisions
Events Strategy
Align execs with upcoming marketing events.
Connect the Dots
Set timelines and owners for executive outreach.
References Strategy
Plan for a comprehensive reference outreach
Application Rationalization
Earn the trust of IT to uncover their IT backlog
Business Case
Build an ROI/TCO assessment
Reviews
Discuss follow up and cadence for team reviews
(weekly, bi-monthly, monthly)

17. Create & Execute Action Plan
Typical Action Plan Tasks
Build org charts
Reach out to executives
Determine budget information

18. Share the strategy and vision
Meet with the customer
- Sharing your strategy and vision will help to create a mutual plan
- Test the vision, iterate as you go
End result
- Better understand your customers needs and aligning effective value propositions
- Finding the whitespace and opportunities with your account team
- Develop a clear strategy tied to an executable account plan
- Grow installed base and win new logos
Share your ideas to co-create a vision with the customer

19. Make it a working session not a review
Drive the discussion toward broadening our
footprint - Think Big
Get everyone involved
Assign actions to everyone – not just the AE
Track the action plan in the app
Set a follow up date right away
Best Practices For Account Planning Sessions
Selling is a
team sport

20. The Questions You Need To Be Ready To Answer
1. What is the health of the business?
2. What are the company’s top corporate priorities?
3. What is the company’s fiscal year end?
4. What is the account strategy at the corporate or BU level?
5. How many employees does this company have?
6. What is our strategy to drive a standardization decision?
7. What is our executive engagement strategy?
Account Strategy Questions

21. Territory Planning

22. Let’s start at the beginning
You can only build on success. What are your
greatest accomplishments from last year?
What are you most proud of?
What are you committed to achieving, doing,
giving, sharing or being in the next year?
You can't manage what you don't measure,
how will you think big?
"What is my specific plan to reach my annual
quota in the first 6 months of the year?
What are your FY18 goals?

23. Categorize your target accounts (whales,
elephants):
Who are your big bets:
- ABC
- DEF
Identify Tier 1,2,3 installs and prospect
accounts
Identify and engage key executives (C-level)
in every Tier 1 & Top 10 prospects
Key metrics for success (adapt for your
situation):
- Meet top xx installs by xx/xx/2017
- Build xx.xx EUR/USD of new pipeline per
month
AE prospecting – Building your pipeline

24. Business Dev & Marketing Plans
Selling is a team sport
Your prospecting plan
Salesforce AE/EBR campaigns
Putting the marketing machine to work
Partner initiatives together with salesforce e.g.
business breakfasts, lunch & learns, topic or
industry specific events
Selling is a
team sport

25. Detailed breakdown of top customer
accounts (ideally completed in your salesforce
instance):
- List accounts, ACV goal, EBC candidate, who
is multi-cloud prospect
Top 10 prospect accounts
- Name, industry
White space reports for your Tier 1 accounts

26. Questions