Company

LOGO Maximising Sales Channel Performance

Philip Bourne – May 6th, 2010

Chairman -CEdMA

A Practical guide to improving performance of

internal and external sales channels

Know your level of involvement

Your level / sphere of influence ?

Your accountability ?

Your budget / ownership responsibility?

Your role, your responsibility ?

( Individual Exercise ) #1

Role Training Manager; Sales

Manager, Marketing Manager

Responsibility Software product training;

maximising market coverage,

P&L; revenue; bookings; NPS

Budget ownership level Direct Training staff sales;

Product sales allocation fees;

Sphere of influence Sales management; SPIFFs;

QBRs Account Management

planning

Accountability Full ownership or budget

sponsor

1. Take 5 minutes

2. Assess your personal level of involvement or pair up

3. Complete the 5 sections

Be clear on the sales channels available to you...

• Enterprise Account Managers

• Product sales specialists

• Territory Account Managers

• Inside sales

• Global Services

• Education sales

• Education Customer Care

• Sales Engineers

• Partner Account Managers

• Resellers

• Distributors

• Alliance Partners

• Education Partners

• Training Resellers

• Service Partners

• VARs

Marketing

Direct Channels Indirect Channels

Take a clear

view on the role

of marketing

And recommended Sales Approach by

channel…

Training Passport or equivalent

• Enterprise Sales/Trng.sales

• Consultative Sale

• Executive Target

• Large Enterprise

Training Courses

• Inside Sales Reps/Trng.sales

• Transactional Sale

• Technical Target

• Good for Mid-market/SMB

E-Learning

• No Touch/Inside Sales / SMB

• Easy Purchase Decision

• Requires no/little sales involvement

• Suitable for all markets

Each offering type targeted to specific direct sales profile

* Drive new sales behaviour - quota / incentive to sell to RTM requirements and value of attaching to product / customer type

To drive sales performance what part should

Marketing play ?

Qualified Leads

Validation

Lead generation

AwarenessLeverage Product

Marketing

Assessment Tool

Technical

Support Calls

Including how to engage & drive sales

traction

Communicate & Engage

Plan & Monitor

Account Planning

Sales cadence

QBR

Sales operations

Enablement

Quota allocation

Incentives

Sales tools

Take full advantage of all enablement &

sales tools environments

Value

Playbooks Cheat sheets Quotation Tools

Training Alignment

Product / Solution campaigns

Key Initiatives

Value to Sales = NPS & minimised post sales activity

Incentives & Quota Allocation linkage

Quota allocation

IncentivesAlign to key initiatives Steer clear of competitive incentives

Plan Code Plan Type Geo Pay Mix

Element

Weighting Element 1 Accl 1 Element 2 Accl 2

Sales Plan #1

PRODUCT SALES -

Specialists

ALL 60/40 75/25 Product Bookings as

designated on

individual plan detail

4Education Bookings 2

Lock in during fiscal planning phase

Know who in the organisation has Education Quota

Account planning & QBR

Account Planning

• Customer Business Assessment

• Technology and relationship selling schedule

Sales Cadence

• Pipeline & DeRISCC reviews

• Distributed selling ( non hockey stick )

QBR

• Customer all channels access review

• Corrective action planning

• Key initiative / campaign alignment

DeRISCC

De

Decision Criteria (and Compelling Event)

o What is the business pain, what is the reason for customer’s investment?

o What are their formal and informal decision criteria?

R

ROI (Unique Business Value)

o The valid business reason why the customer will invest in our solution.

o Is there a defined value proposition, linked to a compelling event?

I

Implication (of not buying)

o What is the cost/business pain to the customer of not investing?

o What is the result of no action?

S

Sign-off Process (Milestones in Buying Process)

o Is there budget?

o What are the steps involved in the customer’s buying process?

C

Competitive Strategy

o Is there a competitor?

o If so, what is our strategy against them?

C

Champion (Inside Support)

o Who are the key contacts? Do we have a champion?

o What are the politics of the deal – Inside support, executive credibility, political alignment?

Improved sales performance and efficiency by linking OM with DeRISCC

Sales operations

1. Attachable / Penetrable Deals:•Deals with >$50k product or consulting (as

appropriate)

2. Active Attach / Penetration:•Live deals between 50% and 90% (inc)

•Live snapshot at date

3. Closed Attach / Penetration:•Closed won deals at 100%

•Total within specified time period

4. Attach Rate:•No. deals as % or count of the total no. of

addressable deals

•Line item on same opportunity

5. Penetration Rate:•US$ value as % of total addressable market

•US$ values based on attach (above - line item

on same opportunity)

Plays a major role in

assessing & steering

improved sales

performance

Managing Indirect Channels sales performance

13

Bo

oki

ng

& R

even

ue

($K

)

Emerging Growth Mature

> $50k pa

> $100k pa

> $500k pa

70 /30

60 / 40

50/ 50

Legend:OTM = Other Training methods

ILT = Instructor Led Training

80 / 10 refers to OT/ILT

Management:Emerging = Low opps; align to product sales

Growth = Medium opps; align to specialist sales

Mature = Solid opps; align to Education group

* Support as per Direct Channels

(Group ) Exercise #2

1. Take the work done from individual exercise #1

2. Align with attendees with similar roles ( Sales, Marketing, Training

Managers )

3. Discuss & complete your channel offerings & mode of selling

4. Select one as the group model

Sales Channels Product sales Telesales Distributor

Training Products to be

sold

Training Credits

Custom courses

Public courses

WBT

WBT

Sales method Consultative

Value $50k+

Transactional

Value up to $30K

Influential & partner account

management

$1K - $5K

Target market Enterprise Accounts SMB

Leveraged channel partners

Resellers

Market involvement Awareness Support call follow up

Sales Enablement Playbook

Focussed training sessions

Cheat sheets

Quotation Tools SKU product offering drop

downs

None

Quota 2 out of 3 bucket accelerator No quota relief

Value NPS +7

CSAT improvement

Improved product adoption

Consolidates solution sell

Security Product campaign

alignment

Incentives SPIFF $1K for Q attainment $50K

security products

Account Planning All Enterprise Accounts Top 2 accounts per sales rep

Quarterly Business

reviews

Top 100 accounts

Sales Cadence Top Deal attach reviews

Pipeline x 3

DeRISCC

Monthly distributed selling

Sales Operations

management

Attach rate

Thanks

Thank You...