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Accenture Sales Transformation - Agile Selling by Yasuf Tayob
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 It notes that the standard sales approach is obsolete due to factors like the non-linear customer journey.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.
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Accenture Sales Transformation - Agile Selling by Yasuf Tayob
- 1. Accenture Sales Transformation AgileSelling 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 © 2013Accenture. All rights reserved. 3 “What once got you here won’t get you there…”
- 4. New Normal: TheNon-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 Approachto 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 © 2013Accenture. All rights reserved. 6 “…We Are One Foot In, and One Foot Out…”
- 7. • Product Trainingis 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 MeetsExpectations 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 MeetsExpectations 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 CRMprogram 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% Minorimpact 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 Accountdata 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 WorkTogether 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 MeetsExpectations 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 leadsonto 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% Nodefination 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 ImprovesSales 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 © 2013Accenture. All rights reserved. 21 “…It’s time to embrace Agile Selling!”
- 22. Connected Customer Insights Omni-channel / Multiple Routes toMarket 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 yourCustomer 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 SocialData Inferred Data Embracing Agile Selling: Step 1 Know your customer Copyright 2013 Accenture. All rights reserved.
- 25. Re-orient your Operating Model Embracing AgileSelling: Step 2 Re-orient your Operating Model Copyright 2013 Accenture. All rights reserved.
- 26. Provide a multi- channel experience EmbracingAgile Selling: Step 3 Provide a multi-channel experience Copyright 2013 Accenture. All rights reserved.
- 27. Put your SalesReps. 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 tomove 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
Editor's Notes
- #13 Sales headcount plans tell us a lot about market confidence and growth plans. We can sometime see trends in industries by the headcount projections.In addition, we occasionally forget that increasing headcount in sales does not produce immediate results. The length of sales rep ramp-up time can delay results until the next fiscal year, not the current one. And the cost of hiring and nurturing new sales reps is higher than many believe. The companies over $1 billion are not going after big headcount increases, but their size probably accounts for a lot of this. While 20.8% of the big companies are increasing headcounts over 10%, 39.5% of the companies in our overall survey are going up 10% or more. 45.3% of the companies over $1 billion are keeping headcount the same or decreasing it, compared with 32.1% in the overall study. Still, 54.7% of the companies over $1 billion are increasing headcount, and will encounter the challenges (and expenses) brought about by recruiting, hiring and onboarding these new hires.If your staffing plans are more conservative than this group, it may pay to do some research on why the others are hiring. You may also consider that they may try to steal your best sales reps.Learn more about this metric in the 2013 Sales Performance Optimization Sales Rep Hiring & Compensation topical report.