Post on 21-Oct-2014
description
BY DRIVING SALES PERFORMANCE
MASTERING CUSTOMER GROWTH
Dial-In Number: +1 (415) 655-0062Access Code: 236-260-447
BY DRIVING SALES PERFORMANCE
MASTERING CUSTOMER GROWTH
Cindy Goldsberry ZFactor Sales Accelerator
Before We Begin
©2013 ZFactor, All Rights Reserved Worldwide 3
If you have any questions throughout today’s presentation, please submit them through the Questions Section of the Go-To-Meeting Control Panel.
You may also email questions to, webinars@zilliant.com.
Follow us @Zilliant Join the discussion on Twitter: #ZilliantCLP
Today’s Speaker
Cindy Goldsberry will discuss the application of the ZFactor predictive model for Customer Lifetime Potential (CLP). She has thirty years of sales expertise developing sales-generating business strategies for companies focused on high growth.
She is the author of ZFactor Sales Accelerator: From Vendor to Value Creator, which has been listed on Amazon’s Best Sellers for sales teams. 4
Present a sales methodology to enable sales people to have smarter, more focused engagements with customers to achieve the maximum potential.
We’ll explore how to: • Use the ZFactor Methodology to move your customers’ perception of
you from vendor to Value Creator• Leverage the ZFactor framework to think differently about aligning
selling conversations with the customer’s needs
You’ll walk away with:• 4 key strategies you can implement to attain revenue growth within your
customer base that will make a difference in your organization today
Goal For Today’s Webinar
©2013 ZFactor, All Rights Reserved Worldwide 5
ZFactor is a non-linear, Predictive Model that enables sales organization to:
• Organize KPIs into a pathway for aligning data, behaviors and execution for performance
• Transform vendors into Value Creators
• Drive engagement of Sales Reps and customers toward actualizing potential
• Leverage data to motivate the behaviors that activate performance
The ZFactor Methodology
Focus on Development
Focu
s on
Per
form
ance
©2013 ZFactor, All Rights Reserved Worldwide 6
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCEDepth of growth
in revenue
VENDOR
CONSULTED
PREFERRED
PARTNER • Where would
you plot your organization?
• Where do each of your clients think you are today?
• Where are each of your Sales Reps today?
©2013 ZFactor, All Rights Reserved Worldwide
ZFactor For Sales Performance
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CLP is a customer’s potential monetary worth relative to expansion of the relationship over time
CLP is a powerful business metric that helps drive what a customer can do – not just a forward-looking indicator or projection
It is a guide for account executives to focus on where their efforts will pay the largest dividends
Customer Lifetime Potential
Comparative View of Actual Customer Performance vs.
Potential Performance
Potential Sales
Actual Sales
Y1
Customer’s Performance Fell Short Of Their Potential
Y2 Y3 Y
4 …
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• Leverage Relational Relevance to increase retention and identify/reverse churn
• Lead with Strategic Relevance to scale and shape demand response
• Measure breadth and depth of customer and sales organization engagement
• Think differently about where sales performance happens
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCE
Depth of growth in revenue
©2013 ZFactor, All Rights Reserved Worldwide
ZFactor & CLP – Power For Potential
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So How Do You Go From This…to this?
$
R©2013 ZFactor, All Rights Reserved Worldwide
Building A Sales Performance ZMap
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Your Entire Customer Base Is Your Playing Field
©2013 ZFactor, All Rights Reserved Worldwide
The Playing Field
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CLP asks the question – where is each customer compared to the ideal customer?
• CLP is based on classifying customers into logical groups of spend based on purchasing profiles and patterns
• Marketing ‘segmentation’ offers visibility into where and what type the customer is … it doesn’t tell you how they buy
Comparing customers to the ideal customer’s profile empowers sales to take laser-focused actions
©2013 ZFactor, All Rights Reserved Worldwide
Step 1: Classify Customers
Classify based on similar patterns of spend
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©2013 ZFactor, All Rights Reserved Worldwide
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCE
Depth of growth in revenue
Classify Purchasing
# products/ categories / new
$ growth
YOY
Identify Success Patterns
(measure)
Step 1: Classify Customers
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CLP asks the question – where is my customer’s relationship with me as exhibited by their purchasing behavior?
• Use to predict future spend• Identify the gaps in
anticipated and desired spend
• Detect and reverse churn• Profile demand and
manage growth and retention strategies
©2013 ZFactor, All Rights Reserved Worldwide
Step 2: Profile Patterns
Target cross-sell and up-sell opportunities
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©2013 ZFactor, All Rights Reserved Worldwide
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCE
Depth of growth in revenue Classify
Purchasing
Retention or Churn
%of adoption
of product portfolio
(measure)
Profile Purchase Patterns
(accurately assess)
Step 2: Profile Patterns
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©2013 ZFactor, All Rights Reserved Worldwide
RELATIONAL RELEVANCERetention or Churn
STRATEGIC RELEVANCE
Depth of growth in revenue
Churn / defection due to lack of relevant
intelligence to drive relationship
Flat line growth due to lack of intelligence to drive strategic value
Leverage Purchase Pattern Profiling ™
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©2013 ZFactor, All Rights Reserved Worldwide
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCE
Depth of growth in revenue Classify
Purchasing
Leverage PPP to
shape demand
(measure)
Profile Purchase Patterns
(accurately assess)
Leverage PPP To Shape Demand
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CLP asks the question – what is the opportunity across the depth and breadth of our offering for each customer?
• Understand product relationships to increase breadth and depth of wallet share
• Shape demand to offer the right products by category and by product affinity
• Align selling, serving and marketing resources to leverage data for meaningful sales conversations
• Correlate customer response to results and authenticate/ refine sales KPI’s
©2013 ZFactor, All Rights Reserved Worldwide
Step 3: Understand Product Affinity
Detect and manage customer behavior
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©2013 ZFactor, All Rights Reserved Worldwide
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCE
Depth of growth in revenue Classify
Purchasing(measure)
Profile Purchase Patterns
(accurately assess)
Understand Affinity
(drive adoption)
Customer Potential
Step 3: Understand Product Affinity
CLP Index
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©2013 ZFactor, All Rights Reserved Worldwide
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCE
Depth of growth in revenue Classify
Purchasing(measure)
Profile Purchase Patterns
(accurately assess)
Measure Insight Score (Value of Insightful Conversations)
Leverage CLP Insights ™
Understand Affinity
(drive adoption)Value
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CLP asks the question – what is the Insightful Conversation that will create real VALUE?
• Optimize activities and resources to focus sales on highest Return on Potential (ROP)
• Anticipate the relational and strategic needs that are served by our offering
• Leverage data and information received from customers, systems and sales to drive value that realizes full potential
©2013 ZFactor, All Rights Reserved Worldwide
Step 4: Target Potential
Create and shape response to customer demand
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©2013 ZFactor, All Rights Reserved Worldwide
RELATIONAL RELEVANCEBreadth of engagement over time
STRATEGIC RELEVANCE
Depth of growth in revenue Classify
Purchasing(measure)
Profile Purchase Patterns
(accurately assess)
Understand Affinity
(drive adoption)
Target Potential
(scale)
Step 4: Target Potential
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• Measure performance as a function of potential and breadth and depth of customer engagement
• Lead with Strategic Relevance to scale and shape demand response
• Leverage people, process and systems to quantify the difference between performance and potential
• Drive Relational Relevance to increase retention and reverse churn
Scale strategic relationships that offer real value
©2013 ZFactor, All Rights Reserved Worldwide
Value Imperatives Of The CLP Index
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1. Use information and resources to engage in new methods for classifying and analyzing client behaviors based on their purchase habits
2. Leverage metrics to understand the potential of each customer, then use this to drive growth and expansion
3. Become relevant as a Value Creator to your customers by using customer information to craft insightful selling conversations to drive growth and retention
4. Leverage a powerful methodology, align resources within your organization and grow revenue by focusing on the breadth and depth of customer engagements
Four Key Strategies You Can Leverage
Build A Sales Culture Of Value Creation And Empower Sales To Pro-Actively Engage In Behaviors That Create Relationships Of
Lifetime Potential
©2013 ZFactor, All Rights Reserved Worldwide 24
Questions & Comments
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The Pricing Analytic Group
Dick Sobel, Managing DirectorThe Pricing Analytic Group
The Pricing Analytic Group is led by Dick Sobel, Managing Director.
He is a partner with the Strategic Pricing Management Group (SPMG) and a consultant for PricePoint Partners, providing pricing analytics, training, strategy, optimization, and realization consulting services to B2B clients achieving profitable growth.
Our pricing consultants provide analytic tools and evaluate price momentum throughout the cash cycle.
We improve pricing for incumbent and new products with:Value based pricing & selling principlesPricing auditsDeveloping effective pricing strategies
Email:Phone:
Zfactor Sales Accelerator
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Cindy Goldsberry, Chief Sales Architect of ZFactor Sales Accelerator
Cindy has thirty years of sales and marketing expertise developing and implementing sales-generating marketing and business strategies for companies focused on high growth, re-tooling sales teams and accelerating effective sales performance. She is the author of ZFactor Sales Accelerator: From Vendor to Value Creator, which has been listed on Amazon’s Best Sellers for sales teams.
Leveraging the ZFactor methodology, she works with corporate leadership to impact revenue performance by engaging sales and marketing resources strategically and tactically to create client relationships with Lifetime Value and profit for the company. With Boundless Network, she sales grew from $800K in 2005 to $54MM in 2012. As VP Strategic Sales and Services, she built the Enterprise Account Services division which represented 30% of company revenues in 2012. She used the ZFactor methodology to acquire, develop and retain client relationships and to develop a channel of 100+ sales professionals.
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Zilliant provides B2B companies with data-driven guidance, enabling smarter pricing and sales decisions to help businesses make their numbers. The Zilliant optimization platform uses advanced science in its price optimization applications to enable companies to overcome the massive complexity in their businesses. Our flexible SaaS model allows customers to quickly and confidently improve their financial performance by integrating into existing systems and processes.
Learn more about how Zilliant helps companies price more profitably and sell more effectively at www.zilliant.com.
Phone: 512.531.8503Email: _mdr@zilliant.com
Contact Us Today to Learn How We Help
Companies Make TheirNumbers.