Bss
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This document outlines Andrew Japp's interview task and sales plan for BSS Digital. The plan focuses on generating business horizontally across multiple sectors by leveraging core skills, rather than vertically in just one sector. The sales plan details targeting £800K in revenue for the year through various marketing, PR, and prospecting tactics like cold calls, email campaigns, and networking. Key metrics include making 32 meetings from 250 prospects to win 4 projects worth £50K each per quarter. Regular reviews and ad hoc testing of new ideas are also part of the plan to drive business results.
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Bss
- 1. Interview Task Andrew Japp
- 2. Sector choice Primary sector: Finance Secondary sector: Healthcare/Pharmaceutical Negatives : Vertical chain limits opportunity Subject to whim of specific market Instead: focus on Horizontal Core skillset across sectors Identify right clients for the business Real Focus: Responsive design and mobile across challenger and small brands
- 3. Sales Plan • Define who bss digital are • What are the key differentiators • Where is the competitive landscape • Why this market direction • Who are bss targets • How to generate the Pipeline – Channel and strategy – Marketing and PR
- 4. Sales Plan • Collate relevant credentials • Research – Sectors offer is relevant for – Companies in those sectors – Issues • Develop positioning and proposition – Parallel sector experience – Experience with issues – Experience in solutions
- 5. Targets • £800K, £200K per quarter • Average project = £50K • 16 projects per year, 4 per quarter Campaign • Approximate of 250 prospects • Target of 32 meetings • 16 briefs • 4 wins
- 6. Tactics • Cold calling • Email strategy • Networking • Supported by – Content in social media i.e. LinkedIn, Quora, Twitter – Blog – White paper – Events
- 7. Tactics Breakdown prospects to High, medium and low • High – targeted cold calling – well research prior to call; individual, company and issue – 50 prospects • Medium – more general cold calling – 100 prospects • Low – email with targeted follow up – 100-150 prospects
- 8. Review • CRM reports on activity • Weekly update meeting • Maintain campaign forecast – Impact on annual forecast • Prepare and debrief every meeting
- 9. Ad hoc campaigns • Generated by news, idea to test, enthusiasm of staff, areas of expertise • Iterative and quick • Driven by the individual • Very targeted 10-30 prospects • Research issue and company • 2 campaign per quarter • 8 meetings • 2 projects
- 10. Annual plan
- 11. Annual plan
- 12. Annual plan
- 13. Annual plan
- 14. Results • 6 projects for the quarter’s activity • Value of possible £300K • Broaden depth of experience • Diversify sectors • Engaged and motivated staff
Editor's Notes
- Obvious choice with LV and Lloyds TSB - Lex AutoDepends on relationship with LV= - cover many product areasNegatives: the financial markets issues of 2008 and 2010 still lingerInstead: enhance what your are good, become an expert in a subject, across sector LV a great case study app experience as well big emphasis for 2013
- 1 in 4 briefs will be a win1 in 2 meeting will result in a brief if well qualified and all goes to planTherefore need 32 meetings1 in 8 call will result in a meeting
- 1 in 4 briefs will be a win1 in 2 meeting will result in a brief if well qualified and all goes to planTherefore need 32 meetings1 in 8 call will result in a meeting