Account Planning in Salesforce: Trending in 2015

Account Planning in Salesforce: Trending in 2015 Áine Denn, EVP EMEA

© The TAS Group 2015

Áine Denn Executive Vice President EMEA

& Co-Founder


BUYERS

MARKETS

EXPECTATIONS

Current State


Evidence

Retained Learning: 13%

Achieve Quota: 2/5 Average CSO: 18 Months

Access Key Players: 54%


THINK ABOUT THIS

KNOWLEDGE - DATA - CONTEXT - REASONING.

NATIVE CLOUD APP MOBILE SMART EASY

KNOWLEDGE - DATA - CONTEXT - REASONING.


Your Account is a Marketplace



Create, develop, pursue, and win business that delivers mutual value

for you and your customer


Cost to retain existing and acquire new customers2

6 Times More Costly to Acquire

100% 200% 300% 400% 500% 600%

1$

6$

Account Planning helps Growth & Retention

Source: (1) Marketing Metrics, (2) Bain & Company

50%

0% Existing

Customer New

Customer

75%

25% 5% - 20%

60% - 70% Likelihood of winning business in existing and new customers1


maximize revenue from key accounts 53%

gain access to key players 54% uncover customer

business problems 61%

+ 41%

+ 30%

+ 28%

Some facts about Account Planning ...

Sales Reps who say they can … Increase quota attainment by …

Source: Dealmaker Index Global Sales Benchmark Study


The Customer Lifecycle

Source: Account Planning in Salesforce, Daly 2013

1. Prospect




1. Prospect

2. Customer




1. Prospect

2. Customer

3. Loyal Customer

4. ______________




1. Prospect

2. Customer

3. Loyal Customer

4. Former Customer


How much does Price act as a driver of customer defection?4

Customer’s View

Vendor’s View

0% 25% 50%

25%

48%

Account Planning helps Growth & Retention

Source: (1) Marketing Metrics, (2) Bain & Company, (3) US SBA, US CC, (4) Rightnow Technologies

50%

0% Customer Service

Product

75%

68% 25%

14%

Drivers of customer defection3

25%

Price


3 Things to Consider

Research for Insight

Integrate for Velocity

Focus for Impact


It's all about the 3 ‘C’s

Customer

Company



Impact on a Customer

fn (Business Problems, Business People)



54% 61%


Impact on a Customer

fn (Business Problems, Business People)


What do you need to research / record?

Plan Goal, Overview, History, Resources, CSFs …

Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape …

Customer’s View, Exec Credibility, Cultural Fit, Customer Sat …

Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision …

Customer SWOT, Our SWOT (inc Competitive Landscape)






Focus for Impact


Customer

Account Team + Execs

Salesforce.com

Sales Ecosystem



Market Segmentation

Account Planning

Account Management

Opportunity Management

Territory

Named

Key






Focus for Impact


Focus for Impact

`


Focus for Impact

Importance to Customer

Impo

rtan

ce to

Us Future Potential

Current Opportunities Previous Business

Revenue Contribution Profit Contribution

Current Importance Future Importance …

Segment the Account to prioritize the right Business Units


Find Mutual Value: Prioritizing segments that are

Important to You and to your Customer


Focus for Impact


Their intui*ve solu*ons provide the best experience for the people in IT, and for the consumers of IT. Their solu*ons enable high-‐speed innova*on of new customer experiences, applica*ons, and services. They provide industrialized solu*ons, from mainframe to cloud to mobile, that op*mize IT performance, cost, & produc*vity

BMC brings “IT to Life” by helping transform Digital Enterprises for compe**ve business advantage.


Intui*ve Experience Ac*onable Intelligence Agile Applica*ons

Compliance & Risk Mi*ga*on

Op*mized Infrastructure & Cost

Adap*ve Automa*on

DIGITAL BUSINESS IMPERATIVES


The Marketing Cloud Account Executive’s Journey

“Zero to Portfolio Plan” in Six Contact Hours

On Demand Videos

(1 Hour)

Hands-On

Build Webinar

(2

Hours)

1:1 Virtual Office

(1 Hour)

Self-Tweak Plan

(2

Hours)

On-Site Session

(Optional)

(6 Hours)

Coaching and Peer Review

(1 Hour)

Present Plan to Leaders

(30

Minutes)

Maintain and QBR

LEARN PHASE APPLY PHASE


Advanced/ Enriched White Space

To each of the Business Units in the account

Map penetration for each of your

solutions

To identify ‘White Space’


Tracking Impact on the Business

Generating Pipeline and Driving Collaboration

250+ Portfolio Plans180+ Growth Plans

4000+ Opportunities$600+M in Pipeline


Efficiency and Efficacy through Full integration

Turn Data into Insight


Collaborate with the team on Chatter


Deliver Customer Insight - The Operational Issues

Can’t Find Content

No Feedback Mechanism

Too Hard To Consume

Unavailable in Cloud and Mobile


The Alignment Triangle

Marketing Customer

Sales

It should really be all about the Customer


Things Customers Care About …

Goals

Pressures

Obstacles

Initiatives



Goals

Pressures

Obstacles

Initiatives S

olutions



Goals

Pressures

Obstacles

Initiatives S

olutions

Customer Insight Map


TRANSFORMED BUSINESS CONVERSATIONS

+

Dealmaker Align Solution Components

Goals

Pressures

Initiatives

Obstacles

Solutions

Customer Insight Map

Key Messages

Insights

Sales Tools

High Yield Questions

Competitive Positioning

Objections

1

2

3

4

5

6


Customer Insight Map Example

Customer Insight Maps Marketing and Sales Enablement can help sellers understand their customers’ business problems, and the seller can tailor for their specific customer.


Front Line Sales Managers should balance……


Sales Coaching Improves Performance

+88%

Coaching Improves Productivity1

Source: 1 SEC/CEB, 2 Gallup

+56%

Coaching Increases Customer Loyalty2


23%

Why Sales Managers Don’t Coach

Source: Sales Management Association

47%

26%

100%

50%

0% Don’t Value

Coaching Not Enough

Time Don’t Know

How to Coach Sales Reps Don’t Ask

Other

2% 2%


Tracking and Coaching

It’s all about coaching both management and sales teams.

In The Plan

In Dashboards


Prescriptive Guidance and Coaching

Set Expectations for Adoption

Frequency

The Play

Payoff

Game Plan


12 Elements of Great Account Planning

Action Oriented Regular Cadence Social and Collaborative

Measurable

Customer Focused Integrated Research Based Targeted

Aligned to Business Strategy

Map People and Influence

Trust White Space

Account Planning in Salesforce: Trending in 2015 Áine Denn, EVP EMEA

Account Planning in Salesforce: Trending in 2015

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