Data Driven Transformation for Sales - SMART Territory Management

© 2015 IBM Corporation

72%of Territory with

identifiableClient Needs

What’s the Business Challenge?....Executive Summary

1

Symptom : A lot of smaller customers exist without extensive ‘relationship cover’ - sales reluctant to invest much time without seeing adequate return. Sellers often see small customers as non-strategic, don’t invest too much time, only engage close to renewal event and don’t sell the stack creating a self-fulfilling prophesy.

URGENCY

Cause : Sellers don’t know how to effectively manage the territory to maximum return on investment where time and effort are at a premium. We keep reverting to our known cohort of key clients and don’t know where to start fishing in the bigger sea of volume business.

small customers remain small


What’s the value proposition?

2

Objective to create an ALTERNATE engagement cycle with Clients outside normal reasons of call

Need Territory Management approach with data to mine for upsell and drive sellers to Clients at right time

want toV

© 2015 IBM Corporation3

Territory Management

CLIENT based

OFFERING based

Two Territory Management strategies


Where to start on the question of client engagement – Who, What and Why?

4

Identify with sellers all Sights, Sounds and Smells that would indicate a potential customer need and we’ll go get it…

Contract Data

PipelineIntelligence

Attach Intelligence

Install Base Data

TechnicalUpsell

Digital 360°

view of customer

Market Intelligence

Competitor Intelligence

AccountIntelligence

Everything We Know about Client…2 key deliverables

Actionable ‘Next Best Customer’ selection

1 2


How – helping build a visual sales narrative focused on client needs

5

??There’s a LOT of STG activity on this

account at the moment and none of it has any maintenance attached! Is there a tech refresh happening? Seems to be Power +

Storage…must investigate.

1

There’s been no TSS NetNew on this

customer in last 6 months…..

No renewal currently this

Quarter and the 178 boxes under cover with us are worth $19k per

annum but new kit Oppties suggest scope to expand.

2Odd. They have

most of their assets covered

on a Direct contract but

some isolated boxes under a contract with a

Business Partner. Why?

Must investigate…..

?

3

Hmm…a lot of boxes on low levels of only 9 to 5 cover. Seems odd given

that they have mission critical applications for

Wimbledon. Must ask.

?

4We lost a TSS Oppty to get

more business out of this

customer a Year Ago. I should call to see how they’re getting

on with the service.

5

No multi-vendor that we can see but WinBack suggests there’s more we could do that haven’t captured yet. Must investigate…..

6


How – helping sellers optimize client selection in an actionable way

??Improved Client Selection

Challenge is ALWAYS about client selection and the often competing and conflicting multiple directions being given to sellers......

SMART yields higher than average Oppty with higher Win Rates compared to Rep self-

sourced Oppties.


Benefits Framework for SMART Analytics ProgrammeTime

Process Effectiveness

Client Engagement

Sales Effectiveness

Financial

What – are the results from current approach?

7

524 SMART Customer Calls 2H1.5/Rep/Wk - 13 SMART calls per Rep Lower than target Call Rates

51% of Targeted Clients calledTerr Penetration increase 20% to 25%SMART also used with 165 Renewals

2

20% Lead conversion vs 4% LDR avg56% WinRate vs 50% NetNew avg$23k Avg winvs $21k standard netnew

80% of New Opps no Renewal in Qtr> developing new engagement cycle> spreading forecast risk

3

4

$1.7m NetNew Pipe• o/w $1,100k Won • o/w $530k Lost

$295k NetNew In Qtr Revenue> o/w $175k Won > o/w $120k Lost

5

Sellers spending > 3 Hrs per day on Pre-Sales Admin

Sellers spending 1’20” per day on Customer Research

1

1095 Customers On A Page createdProduction Capacity 11 CoaPs/Rep/Wk

93% clients have some upsell hooks2H process allowed Sales Mgrs prioritise3,925 – 34% of clients deemed 2H focus

*Hard Numbers ONLY considering Oppties that were created AFTER seller was provided with a Client On A Page. Pre-existing Oppties EXCLUDED

Seller Time Customer Contact

Platform DevelopmentData Quality

GamificationExpanded client views

Improved Client Selection

Drive Sales URGENCY

Admin tasks bottleneck capacity to

make more calls

SMART yields higher than average Oppty with higher

Win Rates compared to Rep self-sourced Oppties.


Whichresource do I use?

EngageiBS

EngageLDRs

EngageMkting

Which is the BEST SALES RESOURCE to use for a client set?

4

Am I talking to the right PERSON at the right ORGANISATION?

Whodo I call next?

1

Implement data-driven approach to client selection integrated into SalesConnect.

Whendo I call?

Where do I get the TIME TO CALL and when is best to ENGAGE?

TimeAhead

TimeSaved

3What

do I talk about?

What do we KNOW about client and what’s the right TOPIC to lead with?

Implement 360 degree view of both client organisation and top personas

2

5

How do I provide my customer with RIGHT INFO via the RIGHT MEDIUM?

Howshould I engage client?

Ensure targeted local market enablement from marketing and offerings to support client cohorts.

3x renewals-led calls

ClientEngagements

CallsConverted

PipelineCreated

WinsClosed

WinsValue

Data-driven, Persona-based system of engagement to drive optimal territory management triage via Marketing, Social, LDRs

and iBS to increase penetration and revenue

Howdo I expect to perform?

data-driven revenue

$

How does Digital ‘data-driven engagement’ change the status quo?

5


PROGRAMMEset-up

What other deliverables must be achieved in order to maximise end-user adoption.

How READY are we against the key pillars that will deliver ADOPTION

4

Are we tackling the REAL PROBLEM and identified all OBSTACLES

PROBLEM discovery

1

Implement user-centric design programme to ensure solution fits requirements.

PERSONAdiscovery

Who are key CUSTOMER PROFILES and what NEEDS have they

Using seller workshops develop key persona ‘scripts’ to leverage artefacts.

3DATAdiscovery

What are the key DATA SETS and how do users RANK IMPORTANCE

of eachConduct data audit, seller ranking and analytics to develop ranking system

2

What are the transformation stages to move from As-Is to embedded Territory Management?

BENEFITmap

5

What are TARGETS over baseline performance for key benefits?

Conduct full business benefit assessment and determine targets against key items.

MANAGMENTsystem

6

How will we use management system to IMPLEMENT EXECUTION

Determine how SMART-suite management system will be used to drive engagement

ClientEngagements

CallsConverted

PipelineCreated

WinsClosed

WinsValue

Data-driven, Persona-based system of engagement to drive optimal territory management triage via Marketing, Social,

LDRs and iBS to increase penetration and revenue

Howdo I expect to perform?

data-driven revenue

$