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B2B Sales Management 101 B2B Sales Strategy 101 B2B Sales Case Study: Groove Sales & Strategy Reading List
Stock options less important Presidents Club Top reps pay > CEOs Measurable & Accountable high turnover tolerated
Nuclear unit SR, SE, Cnslt, Mgmt Power Selling Champions Coaches Economic Buyer IT, LOB IT, LOB, Prchsg Legal, Finance, BOD Find Pain, Find $ Ask questions/listen/non-verbal
HubSpot HI-IQ
Marketing
SUSPECTS
(HubSpot, WSG; PPC MVT)
PROSPECTS
(Email, URL, Source, HI-IQ Email Nurture)
LEADS
Sales
SalesForce.com
OPPORTUNITIES
(Demo/Trial, 3 per day per rep)
Customer Service
NEW CUSTOMERS
(CC# and Authorization)
SalesForce.com
Unsatisfied
CHI < 70
Satisfied
CHI > 70
B2B Sales Management Predicting the Future The Funnel Visitors Prospects
Leads Opts
Army: Stryker 125th TF Olympia KPMG - Services BAH / Centrix NG / State Near East Bureau CARE Tyco - software CA Dept of Justice Microsoft SPAWAR-DM,B/U Svr DARPA (SAIC/Hicks) EDS Praxair State of FL LDS - Deseret Mgt P&G VA - Infrastructure (Albany NY Buyer) Shell - trial extension SPAWAR Europe/Ivan(2) Army Corp. Of Engineers EY - enterprise Army: HQ Hitachi Data Systems GSK PM RESET (Aviation) Lowe/Draft Praxair VA Florida Ohio buyer GTSI CCAIG State of FL Intermec American Express Intel KPMG - Servers USG - New project Siemens Siemens La-Z-Boy
Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y y Y Y y y Y N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y N N Y Y N Y Y N N Y Y N Y Y Y N Y Y Y y y y y y y N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
50% 80% 95% 80% 70% 95% 70% 90% 90% 90% 75% 40% 60% 35% 75% 50% 50% 65%
50% 90% 95% 80% 90% 90% 50% 90% 90% 100% 80% 75% 40% 60% 35% 50% 60% 60% 65%
Accounts Reviews Recruiting (profile) Territory Distribution Compensation Plans Sales Rep Development Sales Process & methodology
Cancelled Customers SMBs VSBs Total Monthly Churn Rate 1 SMBs VSBs Total
Avg. Trans. < $3k 3 11 28 Avg. Trans. < $3k 2.6 % 12.6 % 3.6 %
Total churn rate (not shown) is calculated as cancelled customers (all time) divided by total customers (all time). Monthly churn rate is total churn rate divided by average customer lifetime of 4.16 months
CONSULTATIVE
Differentiated Customizable Hidden Capabilities
ENTERPRISE
High Strategic and/or cost importance Limited substitutability
Time horizon
Nature of relationship
Access to influencers
Problem solving
Agenda setting Boundaries blur- unclear who is selling and who is buying
Cost
Sales 1
Sales 2
Sales 3
Sales 4
Sales 5
Return
0%
Sales 1 Sales 2 Sales 3 Sales 4 Sales 5
Quotes from Rethinking the Sales Force. Neil Rackham & John DeVincentis
COST OF SALE
REVENUE
SALES ACTIVITIES
IT call(s) Orientation LOB/LOB IT calls Validation 2 Track Pilot Trial: - IT validation - LOB pain project Implement seats & gather metrics Penetrate new LOBs Engage enterprise apps Horizontal bus processes Groove as standard desktop DNA Integrate w/ Ent Apps Groove broadly deployed and used throughout value chain
2 months
2-3 months
6 months
ongoing
Further Reading
Questions?