2. Sales Strategy
What is a Sales Strategy?
• An operating plan for a company’s 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.
2
5. A Sales Strategy Solves for Typical Problems
Merger of sales forces after
Acquisition
Declining Sales Revenues
Declining market share
Increasing cost of sales
Changing market- product mix
New Product launch that falls
short of sell-through
expectation
New market entries posing
competitive threat
5
6. Sales Strategy is Step 1 to World Class
STEP
Account Segmentation Lead Management
Segment accounts by Ideal Customer Profile Generate MQL/SAL/SQL
Develop
1 Sales
Strategy
Sales Process
Map customer/prospect buying process to custom built sales process
Develop
Channels
Determine optimal route to market 2 Go-to-Market
Plan
Sales Force Structure
Organizational model effectiveness vs. efficiency
Sales Force Size
Match selling capacity to market demand 3 Design
Sales Force
Build
Sales Infrastructure
Create performance conditions for optimal results 4 Infrastructure
6
9. Assess Performance Environment
• Review existing documentation
• Research industry markets
• Interview executives and management
• Survey Sales Force
• Survey Customers
• Mystery Shop competition
9
10. 2 – Evaluate Organizational Design
Look at Sales Structure, Value Chain,
Sales Channel, Processes/Tools
1
10 0
11. 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?
11
12. 3- Conduct
Competitive
Analysis
Including Stakeholder analysis and
identification of competitive
openings
1
12 2
13. Competitive Analysis
Competitive Intelligence
links sales strategy to competitive response
Content Information Competitive Business
Generation Aggregation Strategy Action
Intelligence
Magazines
Newswires Business Intelligence
Competitor Profiling Product Dev.
SEC Filings Software Communications
SWOT Analysis Business Dev.
Web Sites News Portals Brand
Trend Analysis Public Relations
Census Online Directories Marketing Position
Simulation Marketing
Market Research Vertical Portals Human Resources
Forecasting Information
Newspapers News Portals Suppliers
Internal & External Research Shops Mergers/Acquisitions
Experts Monitoring Financial
Tailoring
Archiving
13
14. 4 - Develop Buyer Personas.
Don’t just try to understand who your customer is…. Understand how they buy.
1
Otherwise you cant tailor your sales methodology to their buyer methodology.
144
15. With ROI models, Change
Management Plan, Sequencing of
improvement initiatives
Requires a Sales Force
Effectiveness team to carry out
1
15 5
16. Develop Roadmap
Clear roadmap in developing sales
strategy to achieve corporate goals
SOP
Success
Momentum
Systems, processes
and communication
Strategies are Standard
Build successfully Operating
executed and Procedure
Implement creating
Design
and execute measurable
Develop the defined results
Research and systems, processes strategies
define the and
marketplace, communications
strategies and that drive results
measures of
success
16
17. 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)
17
19. Best Practices in Sales Strategy
• 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
• Don’t forget to link to Corporate Strategy
• Continually refresh strategy as needed
19
20. Learn More
Enjoy the SlideShare? Click to follow us on SlideShare
Sign up for our Sales Force Effectiveness blog by clicking here
Contact us to hear the rest of the story...
Email - info@salesbenchmarkindex.com
Phone - 1-888-556-7338
Web: http://www.salesbenchmarkindex.com
20
Notas do Editor
This slide deck gives some high-level information on how to set a Sales Strategy for 2012. Keywords include: Sales Strategy, Sales Force Effectiveness, Making the Number, Sales Targets, Sales Revenue, Sales Costs, Market Share, New Product Launch, Sales Readiness
Sales Strategy exists to help fulfill one or more Corporate Strategies
– The life cycle of an industry, company and product will follow a typically growth, maturity, and decline phase. Sales Strategies will also experience the same cycle. That is why you must modify sales strategy with the same diligence as a change in corporate strategy.
Sales Strategy relates to all SFE drivers (from the next slide) in that, depending on your sales strategy, the other drivers will need to be modified or developed entirely.
Sales Strategy will dictate which of the Sales Force Effectiveness (SFE) drivers need to be implemented or improved. This assumes, of course, that an assessment of all SFE drivers is done to know what the current state is.This graphic shows some drivers, while other drivers are within sections of the framework:Account SegmentationTerritory PotentialTerritory DesignLead GenerationDemand GenerationSales ProcessChannel ManagementKey Account ManagementSales Force StructureSales Force SizingQuota SettingSales TrainingSales Performance ManagementCompensation PlanningTalent ManagementSales Readiness
One part of evaluating your organization’s design is to perform a Value Chain Analysis
Competitive Intelligence is an iterative process that requires understanding of how the market consumes information. Questions: Where do customers get information? When/why do they look for information? Who do they consult?
Contact us if you would like to understand how you can leverage benchmarking best practices for talent management.Email - info@salesbenchmarkindex.comPhone - 1-888-556-7338Web: http://www.salesbenchmarkindex.com