Post on 09-Feb-2017
January 2016
Digitizing Commercial Sales with Analytics
David Baudrez
Head of Insight, Strategy, Innovation, Commercial EMEAR
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Start with the Customers
Source : Shaping the future of Sales - McKinsey
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Embrace the Customer Decision Journey
Source : Shaping the Future of Sales - McKinsey
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• Simplify, Automate, Transform, Innovate the Sales Processes with Data Transparency Innovation
• Balance Gut feel with Insights to improve decision making at all levels of the organization.Decisiveness
• Insight Driven Culture: Translate Mgt Priorities into individual expectations for streamlined execution.
Effectiveness
• Test strategic options, tackle complex questions in minutes (hours) with Fast Prototyping AnalyticsAdvisory
Our MissionBeyond Reporting… Transform Sales Practices with Analytics
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a) Translate EMEA Strategy
c) Assess Focus, Gaps d) Build Account Listsb) Vizualize Potential
Smart Territory Planning DEMOSub-country level, Verticals, # Employees. Wallet penetration
Purpose: Drive EMEA PoC Strategy consistance in countries, Modelize New FY setup, Facilitate Territory definition and Account Lists selection
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Business Management VIDEO DEMOCountry / Territory Business Pulse Weekly
ABC Customers Segment
Customer Landscape / Health
Purpose: Discover execution gaps and opportunities at all level of the Commercial Ops. Drive focus on EMEAR Quarterly Execution Priorities and Health of the business.
Routes to Market Segment
Partner Landscape / Health
Architecture Performance
Architecture Mix / Health
Profitability Health
Growth/Discount/Std Margin Mix
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b) Identify most promising prospects
Effective Campaigns Planning: Heatmap DEMOBased on Prospects/Customers IB patterns, scoring campaigns relevance & impact
a) Assess campaigns reach, potential impact at country,
territory, partner level
Purpose: Identify valuable target audience for marketing campaigns, increase hit rate and sales execution productivity.
c) Extract « Execution Lists »
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Country Planning: Market – Sizeband Matrix DEMO # Customers (un)touched by theatre, country, BE along Verticals, # Employees matrix
a) Where are we (not) active% of customers « (un)touched »
Associated wallet /bookings
b) Where are we successfull$, % YoY growth in each segment
Purpose: Create OD/GM/RM awareness on un-touched potential in Commercial space, drive thinking on how to better capture, Initiate discussions on ressources, coverage, focus…
c) Drill down to Account Lists
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Strategic Directions: Profitability Analysis DEMO EMEAR / SCMS / Country / PF level
a) Discovery analysis to identify levers / inhibitors
Purpose: Understand the levers/inhibitors for business profitability in EMEAR. Benchmark Theatre / country. Identify Best Practices & initiate GWP.
b) Deep dive analysis,Interactive tool to share withkey stakeholders (Finance;
Workgroup, Execs)
c) Proposal for decisions, improvement plan;
Business Management Metrics
7 habits of highly
profitable countries
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b) Customers loyal to Partner?
Business Knowledge: Territory Insight Tool DEMOAgent-level Customers – Partners – Architecture Facts, Trends, Insight - weekly
a) What demography of my business?
Purpose: Help RM/AM assess the health of the business in their territory.
c) What franchises (BE) to activate?
b) Partners Architecture mix c) Partners loyal to Distris?a) What Partners & Architecture landscape
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Data Preparation• Huge volumes of data (Scale)
• Multiple Sources & Systems Silos• No Common Business Logics• Finance vs Business Reality• Speed vs Accuracy vs Security
Our Key Challenges: Tip of the iceberg syndrom
Users Experience• Business Relevance (Personalization)
• Actionability (next click down)
• Low analytics skills, attention span• Reporting vs Discovery• Single User Interface
Agile & Scalable Data IntegrationRequired (as a Service) / Granularity
Nice & Shiny Dashboards
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POint – a Federated Data Model SSOT ETL Orchestration, Automation, Data Virtualization, Normalization
Purpose: Increase consistency of data used by analysts for reporting, metrics and insights.Save 50-80% of analyst’s time finding, integrating, cleansing datasources.Single/easy access to most important Sources – Normalized for easy
consumption.
SSOT
Volatile
SemiGoverned
TIDAL Enterprise Scheduler
Enterprise Class – Data Preparation
CITEIS Private Cloud IaaS
Unified Computing Systems
Data Base (could be anything)
Concerted
Streamlined
Elasticity, Rapidity, Agility, Security, TCOCISCO on CISCO
Back-end
50+ SSOT, 200+ Volatile, 600+ “Objects”
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Summary – Sales Digitization Requires
Business Strategy (Federated X-functional
Approach, Customer First, Single Data Model, Data4All)
Renewed Processes
(CI, Planning, SFDC as CRM, Marketing Automation, Lead
Scoring, Sales Motions)
New Capabilities (Eloqua, Social Data, Data Viz
& Virtualization, Predictive Modeling, Machine Learning)
Change Management
(Top-down Inspection, Innovation Crowdsourcing)
Agile & Scalable Data Integration(as a Service) / Granular Data
Thank you.
For Questions Contact David Baudrez