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Account Planning in Salesforce: Trending in 2015
The document discusses trends in account planning for salesforce in 2015. It highlights the importance of research, integration of account planning tools like Salesforce, and focusing account planning efforts for maximum impact. Account planning helps sales teams gain insights into customer needs, maximize revenue from key accounts, and increase sales quota attainment through better understanding customers.
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Account Planning in Salesforce: Trending in 2015
- 1. Account Planning inSalesforce: Trending in 2015 Áine Denn, EVP EMEA
- 2. © The TASGroup 2015 Áine Denn Executive Vice President EMEA & Co-Founder
- 3. © The TASGroup 2015
- 4. © The TASGroup 2015 BUYERS MARKETS EXPECTATIONS Current State
- 5. © The TASGroup 2015 Evidence Retained Learning: 13% Achieve Quota: 2/5 Average CSO: 18 Months Access Key Players: 54%
- 6. © The TASGroup 2015 THINK ABOUT THIS KNOWLEDGE - DATA - CONTEXT - REASONING.
- 7. NATIVE CLOUD APPMOBILE SMART EASY KNOWLEDGE - DATA - CONTEXT - REASONING.
- 8. © The TASGroup 2015 Your Account is a Marketplace
- 9. © The TASGroup 2015 Your Account is a Marketplace Create, develop, pursue, and win business that delivers mutual value for you and your customer
- 10. © The TASGroup 2015 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
- 11. © The TASGroup 2015 maximize revenue from key accounts53% gain access to key players54% uncover customer business problems61% + 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
- 12. © The TASGroup 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect
- 13. © The TASGroup 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect 2. Customer
- 14. © The TASGroup 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect 2. Customer 3. Loyal Customer 4. ______________
- 15. © The TASGroup 2015 The Customer Lifecycle Source: Account Planning in Salesforce, Daly 2013 1. Prospect 2. Customer 3. Loyal Customer 4. Former Customer
- 16. © The TASGroup 2015 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
- 17. © The TASGroup 2015 Your Account is a Marketplace
- 18. © The TASGroup 2015 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
- 19. © The TASGroup 2015 It's all about the 3 ‘C’s Customer Company Research for Insight
- 20. © The TASGroup 2015 Impact on a Customer fn (Business Problems, Business People) Research for Insight
- 21. © The TASGroup 2015 54%61% Research for Insight Impact on a Customer fn (Business Problems, Business People)
- 22. © The TASGroup 2015 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) Research for Insight
- 23. © The TASGroup 2015 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
- 24. © The TASGroup 2015 Customer Account Team + Execs Salesforce.com Sales Ecosystem Integrate for Velocity
- 25. © The TASGroup 2015 Market Segmentation Account Planning Account Management Opportunity Management Territory Named Key Integrate for Velocity
- 26. © The TASGroup 2015 3 Things to Consider Research for Insight Integrate for Velocity Focus for Impact
- 27. © The TASGroup 2015 Focus for Impact
- 28. © The TASGroup 2015 Focus for Impact Importance to Customer ImportancetoUs Future Potential Current Opportunities Previous Business Revenue Contribution Profit Contribution Current Importance Future Importance … Segment the Account to prioritize the right Business Units
- 29. © The TASGroup 2015 Find Mutual Value: Prioritizing segments that are Important to You and to your Customer
- 30. © The TASGroup 2015 Focus for Impact
- 31. © The TASGroup 2015
- 32. © The TASGroup 2015 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.
- 33. © The TASGroup 2015 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
- 34. © The TASGroup 2015 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
- 35. © The TASGroup 2015 Advanced/ EnrichedWhite Space To each of the Business Units in the account Map penetration for each of your solutions To identify ‘White Space’
- 36. © The TASGroup 2015
- 37. © The TASGroup 2015
- 38. © The TASGroup 2015 Tracking Impact on the Business Generating Pipeline and Driving Collaboration 250+ Portfolio Plans 180+ Growth Plans 4000+ Opportunities $600+M in Pipeline
- 39. © The TASGroup 2015 Efficiency and Efficacy through Full integration Turn Data into Insight
- 40. © The TASGroup 2015
- 41. © The TASGroup 2015 Collaborate with the team on Chatter
- 42. © The TASGroup 2015 Deliver Customer Insight - The Operational Issues Can’t Find Content No Feedback Mechanism Too Hard To Consume Unavailable in Cloud and Mobile
- 43. © The TASGroup 2015 The Alignment Triangle Marketing Customer Sales It should really be all about the Customer
- 44. © The TASGroup 2015 Things Customers Care About … Goals Pressures Obstacles Initiatives
- 45. © The TASGroup 2015 Things Customers Care About … Goals Pressures Obstacles Initiatives Solutions
- 46. © The TASGroup 2015 Things Customers Care About … Goals Pressures Obstacles Initiatives Solutions Customer Insight Map
- 47. © The TASGroup 2015 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
- 48. © The TASGroup 2015 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.
- 49. © The TASGroup 2015 Front Line Sales Managers should balance……
- 50. © The TASGroup 2015 Sales Coaching Improves Performance +88% Coaching Improves Productivity1 Source: 1 SEC/CEB, 2 Gallup +56% Coaching Increases Customer Loyalty2
- 51. © The TASGroup 2015 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%
- 52. © The TASGroup 2015 Tracking and Coaching It’s all about coaching both management and sales teams. In The Plan In Dashboards
- 53. © The TASGroup 2015 Prescriptive Guidance and Coaching Set Expectations for Adoption Frequency The Play Payoff Game Plan
- 54. © The TASGroup 2015 12 Elements of Great Account Planning Action OrientedRegular CadenceSocial and Collaborative Measurable Customer Focused IntegratedResearch Based Targeted Aligned to Business Strategy Map People and Influence Trust White Space
- 55. Account Planning inSalesforce: Trending in 2015 Áine Denn, EVP EMEA