How to set up Sale and Marketing Competency Target Operating Model

1. Name
Sales and Marketing Competency
Set-up TOM
Sandeep R Singh
IT Strategy, Sales and Enterprise Architecture
Consultant
sandeepsingh1976@gmail.com
https://www.linkedin.com/pub/sandeep-singh/4/52a/136

2. Agenda
2
1. Sales Competency Mission, Goals and Objectives
2. Overall Sales Capability Framework
3. Sales Strategy and Approach
4. Sales Competency Process
5. Sales Competency People and Organization
6. Sales Competency Technology and Artifacts
7. Sales Competency Performance Metric and KPI
8. Sales Competency Planning

3. SALES COMPETENCY
MISSION GOALS AND
OBJECTIVES
3

4. Content
4
1. Mission Statement
2. Goals and Directions
3. Objectives

5. OVERALL SALES CAPABILITY
FRAMEWORK
5

6. Overall Sales Capability Framework
6

7. SALES COMPETENCY
STRATEGY AND APPROACH
7

8. Content
8
1. Sales cycle: issues to be considered
2. Proactive Vs Reactive Approach
3. High probability/Low probability Sale Consideration
4. Client Behavior Analysis and Approach

9. SALES COMPETENCY
MANAGEMENT
9

10. Content
10
1. Heat maps can help us to link these solution offerings with their
respective execution in accounts
2. Sales Forecasting
3. Pipeline Review and Template
4. Wins & Losses Summary
5. Account Planning
6. Performance Measure and Success Factors

11. SALES COMPETENCY
PROCESSES
11

12. Content
12
1. Overall Sales and Presale Lifecycle and Framework
2. Business Development Process
3. Bid Management Process
4. Bid Management Support Process
5. Identify Opportunity Process
6. Client Engagement Process
7. Solution Development Process
8. Engagement Process

13. SALES COMPETENCY
PEOPLE AND ORGANIZATION
13

14. Content
14
1. Sales Organizational Chart
2. Team Structure
3. Roles and Responsibilities

15. SALES COMPETENCY
TECHNOLOGY AND
ARTIFACTS
15

16. Content
16
1. Sale and Marketing Portal
2. Common Tools and Shared Knowledge Repository
•Sales Kit
•Competitive Positioning
•Demos – Flash, Demo Applications
•Cheat Sheet
•How to Sell Guide
•Sales FAQ
•Industry use cases as/when
•Prospecting Kit
3. Key Resources-Sample
•White Papers
•Data Sheets
•Client & Seller Presentations (6x20 and deep dive)
•Quick Reference Guides
•Web Virtual Events
•Video customer stories & case studies

17. SALE COMPETENCY
PERFORMANCE
MEASUREMENT AND KPI
17

18. Content
18
1. Business Results
2. Operational Metrics:
• Solution Strategy Metrics
• Solution Development & Asset Management Metrics
• Solutioning & Delivery Metrics
• Business Development and Marketing Metrics
• Go-to-market and Sales Programs Metrics

19. Content
19
Measurement Metric Target Actions to Close
BD
 Conceptualize client
specific solution
 Number of teams injected
in each Asset Intensive
 No of new client s
Sales and Marketing
 Develop Marketing
Collateral
 Increase Solutions
Awareness
 Client References
 Analyst Relationships
 Marketing
 # of Client/Asset Intensive
Solution
# of teams injected in each
Asset Intensive
# of new clients
# of Material Developed
# Target Audience Reached
# of References / s olution
# of analyst reports where
your company Solution is
featured by Industry
 # of Charter Clients (1
Solution)
 #of identified teams
injected in developing the
Solutions
 # of new clients gained
 # of presentation+ # of
demo of Solution
 # of reports
 Related revenue increase-
# M
 Confirm # of reports
 Confirm # of clients and
business revenue
Operational Metrics: Business Development and Marketing- Example

20. SALE COMPETENCY
PLANNING
20

21. Content
21
1. Workshop Planning
2. Go-to-market Plan
3. Market Facing Artifacts Development Plan
4. Marketing Plan
5. Relationship Plan
6. Growth trajectory & 90 day plan

22. Name
Thank
You