Sales playbook

© 2015 Bruce Kopkinn1
Sales Playbooks:
The Good Book To Optimal Performance
January 13, 2015
Bruce Kopkin: President – Executive Sales and Marketing Association

KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance
© 2015 Bruce Kopkin
KEN S&M SIG
Agenda
Objective
What is the Problem?
What Is A Playbook?
How To Be Successful
Examples
Summary and Takeway

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Is the Problem Worth Solving?
3
Is There A Problem
Worth Solving?

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Do You Have Any Disconnects?
Scott Adams is one of most insightful business experts around.

The sky isn’t falling…it fell!
Aberdeen and IDC fast facts on market conditions
 52% of companies have seen marked decline in purchase
volume or frequency
 73% of companies have seen purchases postponed
 75% have been forced to make financial concessions
 76% report Sales Cycles have extended
 71% indicate economy has hurt relationships with channel
partners
 53% report increase in number of leads needed
 54% report negative impact on Marketing execution

Best In Class Does Make A Difference….
0% 20% 40% 60% 80% 100%
Common lead definition
Marketing materials mapped
Common view of data
Unified customer data
Information sharing by reps
Others
BIC
Source: Aberdeen 2009 Sales Intelligence Benchmark

….To The Top And Bottom Lines
Percentage represents companies identifying positive improvement
0% 20% 40% 60% 80% 100%
Revenue by acct
Bid to win ratio
Average deal size
Lead Qualification Rate
Customer Acq. Costs
Market Share
Others
BIC
Source: Aberdeen 2009 Sales Intelligence Benchmark

Sales Playbook is BIC Activity
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Indiv. accountability for lead mgt.
Formal communication process
Defined mktg. measurement metrics
Dashboards track lead activity
Sale & Mktg. review pipeline weekly
Others
BIC
Source: Aberdeen 2008 Lead Nurturing and Lead Scoring/Prioritization Benchmarks

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Why Is It Difficult To Solve?
9
Why Is It Difficult To Solve?

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Is There Respect Or Trust?

What is a Playbook?
 The official set of processes, strategies, tactics
and actions for the entire selling community
 Combination of Sales, Marketing, Project,
Support, Product
 Compilation of Best Practices from Best
Performers
 Defines your prospects
 Defines your messaging
 Defines your tasks and steps

 Is there a Secret Sauce For Success?
It is Consistent messaging……
…..solved through enforced scripting
How To Be Successful With Playbooks

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Lead Positioning
Steps to the
Order
Qualification
Questionaire
Opportunity
Questionnaire
Reject Reject
Negotiation
Planner
Proposal
Survey
Proposal
Qualification
aire Survey
Close
Win Loss
Analysis
Playbook Positioning
There is a “script” for each step
from start to finish.

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Email blasts
Booth visits
(warm)
Manual
Filter
CRM Qualification
CRM
Sales
Specific
Projects
(cold)
Partner
Opportunity
Reports
Reject
Steps to
the
Order
Drip
Marketing
Marketing
Analysis
Web contact
800#
(warm)
Reject
Opportunity
Review
RejectReject Reject
Appt Setting
(warm)
Lead Generation and Qualification Process
Each step must cover all options and paths

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Business Opportunity Review
Review
Selection
4
Team Review
- SE
- Kopkin
- Wray
- Roth
- Long
- Wheeler
- Levy
5
Decision Criteria
- Market
- Revenue
- Solution
- Partners
- Legacy systems
- Competition
6
Solution
- SDM/Suites
- Gaps
- Partners
- Interfaces
7
Strategy
- Vision
- To be/as is
- Phases
- Schedule
- Pricing
- Competition
- Leader/laggard
8
Team
- Exec. Sponsor
- Members
Steps to the Order
10
Qualified Lead
1
Sales
Executive
2
Go/No Go
9
Reject
Updates
- Review schedule
- Milestones
Prospect
Discovery
Call
3
Steps to the
Order
Break each step into Questions and Next Steps

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Business Opportunity Review
 Each step must have a
set of questions
 The answers must lead
to a next step or
resolution

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Process Development
17
Process Development

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The Process
1. Determine who you are
2. Market identification
3. Prospect targeting
4. Who do you have to do the tasks
5. What is your complete Customer Lifecycle

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Who Are You?
 Established
• Your Brand is known – people will see you.
• They have a preconceived opinion of you
 Niche Payer
• Looking to add new customers?
• Looking to expand installed base?
 Unknown
• New company or new geography
• Must earn the first call

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Market Identification
 For whom does your Value Prop resonate?
 Do you have a Market specific message?
 Does your broad message translate?
 Must ensure that your messaging hits what your market
needs to hear.
 Must develop Market-specific messaging

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Prospect Targeting
Within a Market, who are your Prospects?
 Early adopters willing to take a risk
 Risk-averse
 Large or complex enterprise
 Simple organization
 Installed base considerations
 Age
 Public / Private

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Who Do You Have To Do The Tasks
 Lead Generation (internal / external)
 Demand Generation
 Qualification
 Pursuit
 Demonstrations
 Strategy and tactics
 References
Remove Conflicts of Interest
and ensure agreement

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What Is Your Complete Customer Lifecycle
 Off the shelf
 Custom
 Project / installation required
 On going support
Need to ensure everyone appreciates
that they are part of the long term selling team
Can help or kill future business

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How To Create The Playbook
 Determine what is working best
• Emails - collect those that worked
• Scripts - listen and transcribe
• Collateral
• Processes
 Document the process
 Get started
 Fine tune

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Or you can……..

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Sales playbook

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