7 BI Essentials to Skyrocket Your Sales

Business Intelligence for Sales Success

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©2016 Pepperi Ltd. All rights reserved. Strictly Confidential

©2015 Pepperi Ltd. All rights reserved. Strictly Confidential 2

Introduction – Ian Itschner

• 20+ years experience in Business Intelligence

• CIO consulting

• VP Operations of ERP software company

• Has worked globally with dozens of companies

What is Business Intelligence?

The use of technology to analyze, communicate, and drive decisions

Spreadsheets Reports

Emails

Mobile

Apps

In-process InsightsDashboards

Real-time Recommendations


4

We can’t run on experience alone

• Maximize the effectiveness of scarce resources

• Decision making can be skewed by personal feelings and blind spots

• Technology breaks down geography barriers and enables instant communication

• Clarity of purpose is motivational – give freedom, don’t micromanage

• Sales people are skilled at relationships – emphasize that value


Business Information Maturity

Basic30%

What Happened? Why did it happen? What will happen?

Tactical40%

Focused25%

Strategic5%

Spreadsheets

Saved queries

Basic search tools

One-off reports

Island systems

Monthly reports

Manual

Error prone

Low adoption

Rich reporting - graphical

BI per department

Access common reports

Limited users

Non-standard data

Variance in departments

Some self-service in place

Dashboards

Drill down

Centralized reports

Cross functional

KPI

Business objectives drive BI

Ad-hoc reporting available

Central, standard data

Heavy use of information

Process embedded

Cascading Scorecards

Predictive / statistical analysis

Modeling

Collaborative development of BI

Robust ad-hoc availability

Dynamic forecasts and goals

Data is highly reliable

Big Data – You might like

Data from partners

Data from ultimate customers

Reporting

Em

be

dd

ed

Analysis Monitoring

What is happening right now?

Predicting

What Happened?

REPORTING

Why did it happen?

ANALYSIS

MONITORING

What’s happening right now?What will happen?

PREDICTING

• Spreadsheets

• Saved queries

• One-off & monthly reports

• Manual

• Error prone

• Low adoption

• Rich reporting - graphical

• BI per department

• Access common reports

• Limited users

• Non-standard data

• Variance in departments

• Some self-service

• KPIs

• Dashboards & drill-downs

• Centralized reports

• Cross functional

• Business objectives-driven

• Ad-hoc reporting available

• Central, standard data

• Embedded in the process

• Cascading Scorecards

• Predictive analysis

• Dynamic forecasts & goals

• Modelling

• Collaborative development of BI

• Data is highly reliable

• Big Data – You might like

• Data from partners

• Data from ultimate customers

Business information maturity

Poll

• Where are you on the information maturity continuum?

• Reporting

• Analysis

• Monitoring

• Predicting

1 – Lay the foundation

• Data must be available - If it’s written it can’t be queried

• Maximize the use of existing CRM/ERP data collection

• Move from written or Excel to databases

• Set expectations at the executive level

• What kind of data are we currently collecting?

• What skills does our IT department have?

• How much data currently exists centrally?

• How sophisticated are our users?

• Can we use outside help?


1 – Lay the foundation


• Pull data from every source that is available

• This is called “Data Warehousing”

• The biggest challenge is normalizing the data.Customer names are the biggest headache!

• Be targeted in what needs to be consistent across sources.

• Pull data real time whenever possible

• This doesn’t have to be overwhelming!

2 – Selecting critical measures• Avoid information overload



• Focus your sales team on high-profit

customers

ABC

DEF

GHI

JKL

MNO

PQRSTU

STU

MNO

GHI

ABC

DEF

PQRJKL



• Focus your sales team on high-profit customers

• Actionable measures make the biggest

impact. SMART:

• Specific

• Measurable

• Achievable

• Relevant

• Timely

Actionable SMART

Revenue by product 35% increase in ABC by June

No. of dealer calls Make 25 calls per month

Outstanding debt Limit sales to 25% if over 90 days

outstanding

Recover declining

customers

In Q3 give up to 10% discount to

customers with sales decrease >40%

Profitability Increase sales of >60% GP by 10% by

December

Informational

On time delivery

Product quality

Lead time

Inventory levels

Top selling items


• Focus your sales team on high-profit customers

• Actionable measures make the biggest impact. SMART:• Specific

• Measurable

• Achievable

• Relevant

• Timely

• Be creative in guiding sales reps

Displaying potential customers on map of current

customers encourages reps to stop by


Poll

• Which is the most valuable KPI in your sales rep group

• Revenue by product

• Number of dealer calls

• Outstanding debt

• Sales trend

• Profitability

• Something else

• We don’t actively use KPI

3 – Embed BI in the process

• On-demand reports are easily forgotten

• When users have to stop working to check a report their productivity is reduced

• Examples of embedding BI

• Show the rep his customer’s sales trends by product category

• Show inventory as the rep selects item from product catalog

• Suggest other items the customer might want

• Give sales rep a summary of their daily activity after each order

• Display information about customer activities during sales order entry


4 –Empower reps with a complete customer viewProvide sales reps as much relevant information as possible • CRM – Communication from others in my company

• Pics – Who is the person I am talking to? What does their location look like?

• Returns – Be ready to discuss quality problems

• On time – Help reps set realistic delivery dates

• Order patterns – Be proactive when sales are declining

• Credit info – Should we talk about strategies that will help the company and the customer?

• Product mix – Encourage reps to select most appropriate products


4 –Empower reps with a complete customer view


Poll

• What is the size of your sales team?

• 1-10

• 11-20

• 20-40

• 40-100

• 100 +

• How dispersed is your sales team?

• Primarily based in the manufacturing/distribution facility

• Confined to a small or single region

• Spread internationally

5 – Motivating the team

• Head-to-head vs Goal-oriented




• Realistic




• Realistic goals

• Praise in public, criticize in private

• Is this contrary to providing maximum information?

• Using measures that are too critical may have unintended results…

• Reps will not embrace change

• There will be a constant questioning of data accuracy

• Games will be played with the data


6 – Predict and check• Advanced BI tools automate analysis & prediction

• Forecasting

• Historical data allows you to design detailed forecasts

• Measure forecasts against actual sales to continuously

improve

• Reduce the risk to the sales rep by using data

• Measuring the effectiveness of campaigns

• Does a free item result in increased sales?

• Does a sales increase justify the cost of a marketing spend?

• Are sales reps who use one technique more successful than

others?

• “You might also like…”

• Dynamically offer suggestions for customers


7 – Select the right tools

• Companies typically focus on features and cost when selecting generic BI tools

• Management of the system is often underestimated. Understand:

• Skill level of your IT department

• Skill level of the users



Excel

Crystal

Reports

SSRS

Power BI

Tableau

QlikView

Fe

atu

re s

et

Management



Excel

• Pro – Common and comfortable; “free”

• Con – Static, not centralized, not mobile


SQL Reporting Services

• Pro – Inexpensive, centralized, live data, easy

• Con – Interactivity is limited, slower



Qlikview

• Pro – Very dynamic, intuitive, visual, ad-hoc reporting, mobile-ready

• Con – More complex to set up, can be expensive



• Ensure that your tool can be embedded in the process!


Poll

• What is the highest end BI tool that you use?

• Embedded BI

• Dashboards

• Centralized reports with live data

• Spreadsheets

BI drives measurable results –case studies

• Order-to-cash

• Cut product lead time by ~30% by real-time process-

embedded BI (from 14 days to 10 days)

• Improve quality

• Reduce sales order data entry errors 70% by simply

reporting back on the errors.

• Improve profits

• Increase profits 3% by distinguishing between high

and low profit dealers. Including rewarding those

who were easier to deal with.

• Customer satisfaction

• CSAT improved from 72% to 90% through

proactive communication. Information about

delivery slipping, status of quality issues, stock qty, etc.


Final thoughts

• Business Intelligence is business driven, not IT driven

• Embrace information even if it is bad

• You can adopt improved BI methods no matter your size or industry

• Help is available to get you started

Thank You!www.pepperi.com

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7 BI Essentials to Skyrocket Your Sales

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