This document provides an overview of sales challenges and best practices for B2B startups. It discusses topics like developing a value proposition, analyzing customer needs, sales planning, and sales controlling. The document contains an agenda, descriptions of typical sales challenges for startups, frameworks for sales planning and assessing customer potential, examples of sales KPIs and tools, and contact information for a sales consulting firm.

1. Sales management for b2b start ups
May 2016
@ CE-Sales Consulting March 2016

2. 1
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
@ CE-Sales Consulting March 2016

3. 2
Sales challenges for b2b start ups
Start up competence
Success factorsSales barriers
Challenges
 Lead management: turn leads into customers
 Develop a convincing value proposition
 Adress customer needs and pain areas
 Unlock hidden customer potential
 Entrepreneurship
 Engagement
 Pragmatism
 Just do it (MVP-approach)
 Lack of investment in sales
 Too much emphasis on product and features
 No convincing value proposition
 Sales actions are not implemented
 Sales planning with budget, resources
 Customer need and pain area analysis
 Dedicated sales management team
 Implement action plan and review actions
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4. 3
Sales management evolution @start ups: go to next level
 no sales planning
 no lead management
 best practices
 focus on products
 sales planning
 focus on marketing
 governance
 tools and processes
Phase 1:
trial and error
Phase 2:
collectors
Phase 3:
farmer and hunter
Phase 4:
kingdom
Phase 5:
nation building
 sales performance
management
sales management
excellence
sales skills
sales management roadmap
start up in planning < 1 year 1 - 3 years > 3 years
key questions:
• my first customer?
• the best channel?
• tead generation?
key questions:
• sales controlling?
• sales team management?
• budget?
key questions :
• International sales?
• tools, Big Data, CRM?
• Incentive and salesbonus ?
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5. 4
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
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6. 5
Assess your start up
Target assessment
case study: sales performance auditbest practice: sales performance audit
basic assessment
yes no
Sales targets set up
Customer and market potential
Sales plan approved
Sales strategy implementation
Review sales actions
0
1
2
3
4
5
Kunden
Management
Marketing
Support
KPIs
Portfolio
Tools
Start Up 1
Start Up 2
Best Practice
Status Target
Action plan
Sales
management
corporate
revenue
target
by region by channel by product by key
customer
Marketing corporate
target
by region by channel by product by customer
group
Tools IT budget CRM analytics monitoring training
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7. 6
Sales planning framework
Sales planning: framework and building blocks
 programms
 projects
 resourcen
 tools
 targets
 budget
 portfolio
 customers
 marketing
 pipeline
management
 scorecards / KPIs
 market
 competitors
 financials
 customers
 value propostion
governanceoperations
sales
strategy
corporate
strategy
review
plan
operational
plan
sales planbusiness plan
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8. 7
Best practice: top down target planning
Corporate targets
Sales targets
by region
by sales manager
by key account
 revenue target 16 m
Euro
 profit target
20 %
 revenue target
12 %
 profit target
5 %
 target 4 m Euro
 profit target
20 %
 target 0.5 m Euro
 profit target 20%
 revenue target
0,1 m Euro
 profit target 20%
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9. 8
Channel management scope
Direct sales
Channel assessment
Portfolio
fit
Customers
Cost-benefit
ratio
ads
email
web
Call center
Sales Force
revenue per
contact
costs per
contact
Sales Force Options
Direct Indirect
Agents
Distributors
Retailers
Integrators
Alliance
AdvertisingPromotion
DirectMail
Telemarketing
Internet
Non-Sales Force Options
Partner sales
+ -
DirectSales
Force
 Fix costs
 scale
 scale
 Support, service
 Risk transfer
 Know how tranfer
 Traning cost
 Lower margins
 No direct access to customers
 competition
 Quality of sales partners
 Management
 Gross Margin
 Direct access to customer
 Better communication
Strategic
fit
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10. 9
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
@ CE-Sales Consulting 2016

11. 10
Out now: The Startup Comic!
The Adventures of Startup Phil
 Episode 1: Cracking the mysterious sales code
This is the story of Phil, a young startup founder and his adventures trying to sell his new product.
The comic explains basic concepts of sales for startups.
The comic is for startup founders, students, marketing, sales professionals and managers,
who have not lost their sense of humor.
Author: Fred Kauffmann, Illustration: Cam Anh Nguyen
Check it out on Amazon (Kindle shop) for digital
download
https://goo.gl/Kdr8dv
Dear slidesharer, just a second….this is an ad….

12. 11
Sales
Customer
Customer assessment
Case study: relationship matrix
Sales and buying process
Customer profiling
Market analysisWho is your customer?
Process analysisBuying behavior ?
Org analysisDecision process?
Need analysisCustomer pain areas?
Channel analysisChannel?
S5
contracting
S4
offer proposal
S3
quality leads
S2
offer solutions
S1
Assess needs
E5
contracting
E4
supplier
selection
E3
solution
selection
E2
solution
research
E1
Pain aera,
needs
Board (CxO)
Delivery
department
2
IT
department
1
Purchase
IT
department
2
Delivery
department
1
Key Decision Maker Influencer
User Approver
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13. 12
Key Accounts: audit your start up
Audit your start up
Case study: KPI share of wallet
Case study: growth strategy
Audit your key customer
 Company strategy, financials
 Market challenges i.e. technology, supplier, customers
 Organisation chart, decision matrix, purchase process
 Purchase volume, suppliers
 Share of wallet
 Leads, opportunities, wins
 Team/resources
 Customer relationship matrix
2012 2013 2014 2015 2016 2017
growth
telco customer revenue growth
CAGR 10%
10
50
30
10
70
20
10
Share of Wallet (%)
Basic Services
Share of Wallet (%)
New Services
start up competitor 1 competitor 2 competitor 3
New portfolio services
Standard services
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14. 13
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
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15. 14
Adress customer potential: your account strategy
account business plan
case study: action plancase study: financials
account business development
 sales strategy (short, medium, long term)
 partner strategy
 portfolio strategy
 financials
 budget
 resources and team
 actions
 roles and responsibilities
0
50
100
150
200
250
2013 2014 2015
mEuro
Action Plan 2016
2016
Actions Q1 Q2 Q3 Q4
Customer
Relationship
Decision Process
Business Challenges
Customer Marketing
Developement new business
Competitor Profils
Partner Program
Innovation Gap Analysis
Delivery
Improve Delivery
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16. 15
Agenda
Sales challenges
Sales planning
Customer needs
Customer potential
Sales controlling
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17. 16
Number of projects
150
80
60
40
20
7
Sales controlling
Sales
Pull
Sales
Push
lead sources and contacs,
i.e. cold calls, social selling,
website, social media, others
KPIs: forecast revenue, win rate, win/loss
analysis, weighted/unweighted pipeline
volume
S1 Contacts
S2 Qualified Leads
S3 Opportunities
S4 Proposals
S5 Contracting
S6 Wins
sales stages
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18. 17
Checklist, tools overview, contact
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19. 18
Get leads and customers: Lead source Checklist
Lead sources
Checklist
yes no
Advertising (online)
Partner and alliances
Webinars, workshops
Advertising (offline)
Public Relations
Sponsoring
Networking
Website
Communities, Blogs
training programs
Referrals
Industry portals
Press reports
Your events
Congress, fairs

20. 19
Productivity tools for start ups
CRM
 Agile CRM
 SugarCRM
 SalesForce.com
 Pipedrive
 Base
Marketing
 Google AdSense
 Switchrus
Analytics
 Google Analytics .
 Kissmetrics
 Clicky
 Chartbeat
Competition
 TechCrunch
 VentureBeat
 Entrepreneur.com
 Forbes
Email Marketing
 Madmimi
 Activecampaign
 Sendgrid
 Mailchimp
Real World
 MethodKit
Communication
 Hall

21. 20
CE-Salesconsulting
Management
Consulting
 Sales and Account Management
 Business Development
 Business Strategy
 Partner Management
 Business Coaching
 Interim Management
 Project and Programm Management
Phone + 49-89-66 81 12
Mobil + 49-170-773 36 30
contact@ce-sales-consulting.com
http://www.ce-sales-consulting.com
Dr. Manfred Kauffmann
@ CE-Sales Consulting 2016