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Sales Strategy:

How to Set Up
2013 for Sales
Success

Sales Strategy
What is a Sales Strategy?
An operating plan for a
companys sales force.
What does a Sales Strategy do?
Allocates sales resources efficiently
to drive selling costs down and
revenues up.
What does it mean to use a Sales
Strategy?
CEO can get the most out of his/her
sales force.
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Sales Strategy
comes from
Corporate
Strategy

Sales Strategy Has a Life Cycle

A Sales Strategy Solves for


Typical Problems
Merger of sales forces
after Acquisition
Declining Sales Revenues
Declining market share
Increasing cost of sales
Changing marketproduct mix
New Product launch that
falls short of sell-through
expectation
New market entries
posing competitive
threat
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Sales Strategy is Step 1 to World Class


STEP
Account Segmentation
Segment accounts by Ideal
Customer Profile

Lead Management
Generate MQL/SAL/SQL

Sales Process

Develop
Sales
Strategy

Develop
Go-toMarket
Plan

Design
Sales
Force

Build
Infrastruc
ture

Map customer/prospect buying process to custom built sales process

Channels

Determine optimal route to market

Sales Force Structure

Organizational model effectiveness


vs. efficiency

Sales Force Size

Match selling capacity to market


demand

Sales Infrastructure

Create performance conditions for optimal results

Steps to Define
Your Sales
Strategy

1 Assess
Performan
ce
Environme
nt
Things like Corporate
Strategy, Business Life
Cycle, Market Dynamics
How are you at Sales 2.0?
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sess Performance Environment


Review existing documentation
Research industry markets
Interview executives and
management
Survey Sales Force
Survey Customers
Mystery Shop competition

2 Evaluate
Organizational Design

Look at Sales Structure, Value


Chain, Sales Channel,
Processes/Tools
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Evaluate Organization Design


Questions to
Consider- How
do you apply?

Is Compensation
inciting correct
behavior?
Is there an active
Performance
Mgmt. plan in
place?
Does the CRM
platform
maximize
efficiencies?
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3Conduct
Competit
ive
Analysis
Including Stakeholder
analysis and
identification of
competitive openings

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Competitive Analysis
Competitive Intelligence
links sales strategy to competitive response

Content
Generation

Magazines
Newswires
SEC Filings
Web Sites
Census
Market
Research
Newspapers
Internal &
External Experts

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Information
Aggregation

Competitive
Intelligence

Business Intelligence
Software
News Portals
Online Directories
Vertical Portals
News Portals
Research Shops
Monitoring
Tailoring
Archiving

Competitor Profiling
SWOT Analysis
Trend Analysis
Simulation
Forecasting

Strategy

Communications
Brand
Marketing Position
Human Resources
Suppliers
Mergers/Acquisitions
Financial

Business
Action

Product Dev.
Business Dev.
Public Relations
Marketing
Information

4 - Develop Buyer Personas.

Dont just try to understand who your customer is. Understand


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how
they buy. Otherwise you cant tailor your sales methodology to
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4

Develop A Roadmap

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With ROI models, Change


Management Plan,
Sequencing of
improvement initiatives
Requires a Sales Force
Effectiveness team to carry
out

Develop Roadmap

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Develop the
systems,
processes and
communication
s that drive
results

Implement
and
execute
defined
strategies

Strategies
successfully
executed and
creating
measurable
results

SOP

Success

Momentum

Research and
define the
marketplace,
strategies and
measures of
success

Build

Design

Clear roadmap in developing


sales strategy to achieve
corporate goals

Systems,
processes and
communication
are Standard
Operating
Procedure

Sample Target Metrics for Roadmap


1. Achieve $350MM in current revenue by end year
2012
2. Achieve $150MM growth in revenue from new
business by end year 2012
3. Improve EBITDA 15% by end of 2012 (from 10.1%
to 15%)
4. Improve Customer Experience (in top 50% for CSI)
5. Improve Retention in Key Positions (10% annually)

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Sequence Driver Initiatives


Phase 1- Design
(Q1)

Phase 2 - Build
(Q2)

Phase 3 Momentum
(Q3/Q4)

Phase 4 - Success
(Q4)

Phase 5 - SOP
(Q4 Future)

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Sales Strategy
Account Segmentation
Channels Management
Sizing & Structure
Key Account Management
Talent Management
Sales Process
Territory Design, Quota Setting & Compensation
Planning
Key Account Management
Talent Management
Territory Design, Quota Setting & Compensation
Planning
Sizing & Structure
Channel Management
Lead Generation
Key Account Management
Sales Management

Sales Performance Management

Best Practices in Sales


Strategy

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Ensure active and visible


CEO/Business Unit Leader
participation
Agree on financial & operational
term definitions
Plan and execute robust
communications
Garner continuous cross-company
engagement
Deploy/contract talented
resources to carry out build &
improvement efforts

Learn More
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