This document discusses the need for companies to transition to agile selling from traditional sales approaches. It notes that the standard sales approach is obsolete due to factors like the non-linear customer journey. Survey results show companies need to improve areas like social CRM, cross-selling, and the relationship between sales and customer service. The document proposes that companies embrace agile selling by getting to know their customers better, reorienting their operating model, providing multi-channel experiences, and supplying analytics and technologies to aid sales reps. It outlines these components of agile selling in more detail.

1. Accenture Sales Transformation
Agile Selling
June 2013

2. Yusuf Tayob
Managing Director- Accenture Sales and Customer Services
Global Lead- Selling Execution
Global Lead- SaaS practice- Comms, Media, High Tech
• Market Leadership: Consistently recognized by Gartner and other industry analysts and market experts as a leading provider of
management consulting services for the front-office.
• Clients: Providing CRM-related services to more than 1,800 clients annually. Accenture serves 89 of the Fortune Global 100 and more
than three-quarters of the Fortune Global 500. 99 of Accenture’s top 100 clients in fiscal 2012 have been clients for at least five years,
and 92 have been clients for at least 10 years.
• Offerings: An end-to-end portfolio of management consulting, technology and outsourcing services for the entire customer-facing
enterprise: marketing, sales and customer service.
• People: A group of over 3,000 dedicated sales and service professionals, working in 42 countries; part of the more than 27,000
Accenture professionals worldwide with CRM-related skills.
Accenture Sales and Customer Services (CRM)

3. Copyright © 2013 Accenture. All rights reserved. 3
“What once got you here won’t get you there…”

4. New Normal: The Non-Stop, Digital Customer
Discover
Consider
Evaluate
Purchase
Use
Open content & channels
Branded content & channels
Discover
Consider
Purchase
Use
Evaluate
Discover
Consider
Evaluate
Purchase
Use
Evaluation loops
Openly accessible content
Brand-controlled content
Discover
Consider
Evaluate
Purchase
Use
Expectation Reality
Promise Delivery
The path to purchase
used to be linear...
Now, enabled by technology, the
customer journey is…The NonStop
Customer
Copyright 2013 Accenture. All rights reserved.
http://www.accenture.com/us-en/Pages/insight-accenture-global-consumer-pulse-research-study-2012-the-non-stop-customer-
experience-model.aspx

5. The Standard Approach to Sales is Obsolete!
• Faster pace, more control
• Non-linear progression
• Effortless decisions and low barriers
• Voice and Noise of Others
• Content is anywhere, anytime, from anyone
• Influences, beyond companies’ control
• Always “in the channel”
• Great array of choice, easy to come back to evaluation
• Entire experience matters

6. Copyright © 2013 Accenture. All rights reserved. 6
“…We Are One Foot In, and One Foot Out…”

7. • Product Training is good
• Business is social
• Greater reliance on
channels
• Mobile is pervasive, but…
• Operating Models are
slow to catch up
• Technology is misguided
We are one foot in… and the results are telling…
Positive Signs… However…
Copyright 2013 Accenture. All rights reserved.

8. 0%
10%
20%
30%
40%
50%
60%
Needs Improvement Meets Expectations Exceeds Expectations Don’t Know/NA
20.9%
59.1% 17.3%
2.7%
How would you assess the quality/quantity of your Product Training?
Source: CSO Insights 2013
As we introduce new products, we’re got the Field covered.
Copyright 2013 Accenture. All rights reserved.

9. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Needs Improvement Meets Expectations Exceeds Expectations Don’t Know/NA
34.8% 41.7% 20.0%
3.5%
Assess your sales organization's performance in Creating a solution
aligned with customer's problem(s)
9
But we need to get better at selling solutions.
Copyright 2013 Accenture. All rights reserved.
Source: CSO Insights 2013

10. No Social CRM program
38.2%
Evaluating Social CRM
23.6%
Informal Social CRM Program
21.3%
Formal Social CRM Program
16.9%
Which of the following best describes the role of Social CRM for your
company?
10Copyright 2013 Accenture. All rights reserved.
More than 60% of companies are employing Social to enhance
the front-office
Source: CSO Insights 2013

11. No noticable impact
14.7%
Minor impact
44.1%
Significant impact
17.6%
Do not know
23.5%
What impact is social CRM having on your company's sales and
marketing effectiveness?
11
But it’s not having the impact we expect
Copyright 2013 Accenture. All rights reserved.
Source: CSO Insights 2013

12. Increase 1% - 10%
33.8%
Increase 11% - 20%
12.9%
Increase >20%
7.9%
Decrease
11.5%
Remain the Same
33.8%
How will the size of your sales force change over the next 12 months?
And we’re going to rely on Indirect Channel rather than hire
more badged reps… think about the complexities…
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

13. <10%
10.0%
10 - 25%
36.0%
26 - 50%
18.0%
51 - 75%
20.0%
>75%
14.0%
Do Not Know
2.0%
What percentage of your sales force is currently using tablet devices to
support their sales activities?
Mobility is Pervasive…
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

14. View email/calender/sync
Product presentation
Account data access from CRM systems
Proposal generation
Needs analysis data collection
Solution configuration
Order entry
Do not know
Signature capture
90.0%
76.0%
68.0%
28.0%
20.0%
16.0%
8.0%
6.0%
6.0%
What type of activities are sales people using tablet devices for?
… But is failing to address the systemic challenges…
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

15. Single Organization
18.3%
Formally Work Together
33.9%
Informally Work Together
32.1%
Disconnected
15.6%
Which of the following best describes the relationship of sales and
customer service in your company?
Operating Models are slow to catch up…
Demonstrated by the silo’s between sales and service…
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

16. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Needs Improvement Meets Expectations Exceeds Expectations Don’t Know/NA
47.0%
38.3% 11.3%
3.5%
Assess your organization's performance in Effectively cross-selling, up-
selling
… Which are inhibiting growth…
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

17. Informally pass leads onto sales
None
Formally generate leads for sales
Handle cross-sell/up-selling directly
Handle customer renewals directly
Other
40.4%
23.9%
19.3%
18.3%
13.8%
2.8%
What role does customer service play in helping generate sales?
… And creating missed sales opportunities.
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Website effectiveness
Quality/quantity of leads
Qualtiy/quantity of sales materials
54.1%
35.8%
35.8%
33.9%
49.5%
49.5%
10.1%
13.8%
13.8%
Needs Improvement Meets Expectations Exceeds Expectations
How would you rate the level of support marketing provides sales in the
following areas?
On the other side, Marketing and Sales have not figured out how to work
together either…
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

19. Formal dedefinition1.3%
Informal defination
27.5%
No defination
31.2%
Do your sales and marketing organizations have a mutually agreed-upon
definition for what is considered to be a "qualified lead"?
…and they can’t even agree on a COMMON DEFINITION OF A LEAD.
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

20. Streamlining Forecast Process
Improves Sales Rep/Manager Communications
Reduced Administrative Burden on Sales
Improved Order Processing Accuracy
Improved Best Practices Sharing
Improved Support of Channels
Reduced New Sales Rep Ramp-up Time
Shortened Sell Cycles
Increased Revenues
Improved Win Rates
Other
62.4%
57.4%
40.6%
30.7%
28.7%
19.8%
17.8%
15.8%
15.8%
13.9%
5.9%
What measurable improvements in performance are you seeing as a result
of implementing your CRM system?
CRM systems are failing to deliver the results executives really
care about.
Source: CSO Insights 2013
Copyright 2013 Accenture. All rights reserved.

21. Copyright © 2013 Accenture. All rights reserved. 21
“…It’s time to embrace Agile Selling!”

22. Connected
Customer
Insights
Omni-channel /
Multiple Routes
to Market
Take Advantage
of SMAC
• Connected Marketing, Sales, and Service
• Customer experience driven operating model
• Internal information, Inferred
Information, Public Information
• Social
• Mobile
• Analytics
• Cloud
• Retail
• Online
• Direct
• Agent
• Distribution / VAR channel
Agile Selling Defined
Copyright 2013 Accenture. All rights reserved.

23.  Know your Customer
 Re-orient your Operating Model
 Provide a multi-channel
experience
 Put your Sales Reps
at the Center
Supply Analytics and Agile Technologies
to Accelerate Value
 Know your Customer
 Re-orient your Operating Model
 Provide a multi-channel
experience
 Put your Sales Reps
at the Center
Supply Analytics and Agile Technologies
to Accelerate Value
Embracing Agile Selling
 Know your Customer
 Re-orient your Operating Model
 Provide a multi-channel
experience
 Put your Sales Reps
at the Center
Supply Analytics and Agile Technologies
to Accelerate Value Know your Customer
 Re-orient your Operating Model
 Provide a multi-channel
experience
 Put your Sales Reps
at the Center
Supply Analytics and Agile Technologies
to Accelerate Value
Copyright 2013 Accenture. All rights reserved.

24. Know your
Customer
Internal Data
Social Data
Inferred
Data
Embracing Agile Selling: Step 1
Know your customer
Copyright 2013 Accenture. All rights reserved.

25. Re-orient your
Operating
Model
Embracing Agile Selling: Step 2
Re-orient your Operating Model
Copyright 2013 Accenture. All rights reserved.

26. Provide a multi-
channel
experience
Embracing Agile Selling: Step 3
Provide a multi-channel experience
Copyright 2013 Accenture. All rights reserved.

27. Put your Sales Reps. at the Center:
Apply Analytics and Agile Technologiess to Accelerate Value
From…
Embracing Agile Selling: Step 4
Put your Sales Reps at the Center
To…
Copyright 2013 Accenture. All rights reserved.

28. It’s time to move to Agile Selling!
Connected
Customer
Insights
Omni-channel /
Multiple Routes
to Market
Take Advantage
of SMAC
Know your
Customer
Re-orient your
Operating
Model
Provide a
multi-channel
experience
Put your Sales Reps. at the Center:
Apply Analytics and Agile Technologiess to Accelerate Value
Copyright 2013 Accenture. All rights reserved.
For More Information:
Yusuf Tayob
Yusuf.A.Tayob@accenture.com
http://www.accenture.com/us-
en/consulting/sales-customer-
services-crm/Pages/sales-
customer-services-crm-
index.aspx