� Support Petroleum Distributors with Technological Sales & Marketing Weapons
� Sales and Marketing Tools
○ Website
○ Web Presence
○ Marketing & Lead Development
� Balanced Scorecard & Six Sigma
○ Dashboards
○ Scorecards
○ KPI’s
○ Metrics
� Balanced Scorecard for Marketing
� Strategy Map
� Tactical & Execution Elements
� Dashboard Example
Financial
Customer
Internal
Learn & Grow
Productivity GrowthROCE
More Profitable Brand
Alignment
Promotion
Engagement
Conversion
Improved Margins
Increased Share of Wallet
Increased Sales
Solution Partner Awareness
Clear Value & ROI
Human Capital
Information Capital
Organization Capital
Increased Pipeline
Value
Marketing Scorecard & Dashboards
Leadership & Social
Media Skills
Compelling Content
Technology Core
Content for Value
ROI Case Studies$olutions Impact
Customer PersonaAlways “Value”
Customer Engagement
SOW planningKey Account PlanningIndustry Penetration
3x3x3 Objectives
Technology
Web Asset ReviewLead Scoring
Marketing FunnelSales Funnel
Segmented BI Reporting
Presence & Position
Web & Social MediaBrands & Directories
Blog & PostCommunity Engagement
Financial
Customer
Internal
Learn & Grow
Balanced Scorecard
Objective Measure Target
IdentifyCurrent $
Identify Gaps in our SOW
Margin Dollars Uncaptured
Product & Volume Growth
Financial Goals
By Rep, By Industry, By Brand
Bring new ROI to the customer
Use QBR’s to illustrate the business case
ROI for uncaptured SOW products/ Services
Track QBR progress 7 participation
ROI
Presentations to every key account
80% Key account QBR Engagement
Develop Collateral
Establish Milestones
Personas by industry
Done /Not Done
Metric & Scoring
Done Not Done
90 Days
90 Days
90 Days
Identify champions
Educate for engagement
Enable the tech and tools
Industry Champion ListCompetencyCoaching
EngagementDahsboard
30 Days
90 Days
60 Days
Action Plan
Initiative Budget
Discovery & Data Mashups
CRM Configuration
$3500
$3000
ROI Points for each industry to use in SOW
QBR report format and practice w team
Internal ~$2000
Assisted $3200
Content writing coaching and mentoring
Case Study & ROI brain writing
Included in Coaching & Mentoring
Industry Planning
Coaching & Mentoring
On goingAssessment
Assisted$2900
Included in pipeline coachingplan
Increased Share of Wallet
Engagement
Content for Value
ROI Case Studies$olutions Impact
Customer PersonaAlways “Value”
Compelling Content
Marketing Scorecards & Dashboards
� SOW Success comes from executive focus on the results� While any rep can move SOW forward, the Quarterly
Business Review process○ Defines the structure of the conversation to make sure
sales presents SOW every time○ Creates a framework for value and not price dialogs○ Maintains transparency & accountability for both
marketing & sales
� Sales reps can always take advantage of any ad hoc opportunity to introduce new products and services
� Awareness to engagement to conversion is all measurable so you should see a reduction in the sales cycle times
� Executive View
� Strategy Plan items completed
� QBR expectation vs. completion
○ Sales Pipeline Results
� Rep View – Fran Fuel
� Expectations
� Results
� PossibilitiesRep Name SOW Rank
Sally Service 1
Fran Fuel 2
Carla Cardlock 3
Ed Equipment 4
Mike Maintenance 5
Larry Lube 6
Segment Goal Presentations Wins Losses Margin Goal
Actual
Margin
Calculated
Potential
Margin
On Highway 4 1 1 0 3,445$ 6,060$ 3,445$
Mining 5 1 0 1 11,120$
Oil & Gas 8 2 1 1 14,580$ 31,940$ 117,518$
Construction 5 1 0 1 2,200$ 2,200$
Ag 1 1 0 1 425$
Marine 3 0 0 0 1,230$ 1,230$
Industrial 2 0 0 0 1,750$ 1,750$
28 6 2 4 34,750$ 38,000$ 126,143$
Fran Fuel Territory SOW Analysis (All numbers annualized)
www.DigitalRefiners.com
Via LinkedIn
Like us Facebook
Watch us on YouTube
Tweet us
Email Us
Top Related