Accenture Sales Transformation - Agile Selling by Yasuf Tayob

Accenture Sales TransformationAgile SellingJune 2013

Yusuf Tayob

Managing Director- Accenture Sales and Customer Services

Global Lead- Selling Execution Global Lead- SaaS practice- Comms, Media, High Tech

• Market Leadership: Consistently recognized by Gartner and other industry analysts and market experts as a leading provider of management consulting services for the front-office.

• Clients: Providing CRM-related services to more than 1,800 clients annually. Accenture serves 89 of the Fortune Global 100 and more than three-quarters of the Fortune Global 500. 99 of Accenture’s top 100 clients in fiscal 2012 have been clients for at least five years, and 92 have been clients for at least 10 years.

• Offerings: An end-to-end portfolio of management consulting, technology and outsourcing services for the entire customer-facing enterprise: marketing, sales and customer service.

• People: A group of over 3,000 dedicated sales and service professionals, working in 42 countries; part of the more than 27,000 Accenture professionals worldwide with CRM-related skills.

Accenture Sales and Customer Services (CRM)

Copyright © 2013 Accenture. All rights reserved. 3

“What once got you here won’t get you there…”

New Normal: The Non-Stop, Digital Customer

Discover

Consider

Evaluate

Purchase

Use

Open content & channels

Branded content & channels

Discover

Consider

Purchase

Use

Evaluate

Discover

Consider

Evaluate

Purchase

Use

Evaluation loops

Openly accessible content

Brand-controlled content

Discover

Consider

Evaluate

Purchase

Use

Expectation Reality

Promise Delivery

The path to purchase used to

be linear...

Now, enabled by technology, the customer journey is…The NonStop

Customer

Copyright 2013 Accenture. All rights reserved.

http://www.accenture.com/us-en/Pages/insight-accenture-global-consumer-pulse-research-study-2012-the-non-stop-customer-experience-model.aspx




The Standard Approach to Sales is Obsolete!

• Faster pace, more control

• Non-linear progression

• Effortless decisions and low barriers

• Voice and Noise of Others

• Content is anywhere, anytime, from anyone

• Influences, beyond companies’ control

• Always “in the channel”

• Great array of choice, easy to come back to evaluation

• Entire experience matters


“…We Are One Foot In, and One Foot Out…”

• Product Training is good

• Business is social

• Greater reliance on channels

• Mobile is pervasive, but…

• Operating Models are slow to catch up

• Technology is misguided

We are one foot in… and the results are telling…

Positive Signs… However…


Needs Improvement Meets Expectations Exceeds Expectations Don’t Know/NA0%

10%

20%

30%

40%

50%

60%

20.9%59.1%

17.3%

2.7%

How would you assess the quality/quantity of your Product Training?

Source: CSO Insights 2013

As we introduce new products, we’re got the Field covered.


9


5%

10%

15%

20%

25%

30%

35%

40%

45%

34.8% 41.7%20.0%

3.5%

Assess your sales organization's performance in Creating a solution aligned with customer's problem(s)

But we need to get better at selling solutions.



10

No Social CRM program38.2%

Evaluating Social CRM23.6%

Informal Social CRM Program21.3%

Formal Social CRM Program16.9%

Which of the following best describes the role of Social CRM for your company?


More than 60% of companies are employing Social to enhance the front-office


11

No noticable impact14.7%

Minor impact44.1%Significant impact

17.6%

Do not know23.5%

What impact is social CRM having on your company's sales and marketing effectiveness?

But it’s not having the impact we expect



Increase 1% - 10%33.8%

Increase 11% - 20%12.9%

Increase >20%7.9%

Decrease11.5%

Remain the Same33.8%

How will the size of your sales force change over the next 12 months?

And we’re going to rely on Indirect Channel rather than hire more badged reps… think about the complexities…



<10%10.0%

10 - 25%36.0%

26 - 50%18.0%

51 - 75%20.0%

>75%14.0%

Do Not Know2.0%

What percentage of your sales force is currently using tablet devices to support their sales activities?

Mobility is Pervasive…



View email/calender/sync

Product presentation

Account data access from CRM systems

Proposal generation

Needs analysis data collection

Solution configuration

Order entry

Do not know

Signature capture

90.0%

76.0%

68.0%

28.0%

20.0%

16.0%

8.0%

6.0%

6.0%

What type of activities are sales people using tablet devices for?

… But is failing to address the systemic challenges…



Single Organization18.3%

Formally Work Together33.9%

Informally Work Together32.1%

Disconnected15.6%

Which of the following best describes the relationship of sales and customer service in your company?

Operating Models are slow to catch up…Demonstrated by the silo’s between sales and service…




5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

47.0%

38.3%11.3%

3.5%

Assess your organization's performance in Effectively cross-selling, up-selling

… Which are inhibiting growth…



Informally pass leads onto sales

None

Formally generate leads for sales

Handle cross-sell/up-selling directly

Handle customer renewals directly

Other

40.4%

23.9%

19.3%

18.3%

13.8%

2.8%

What role does customer service play in helping generate sales?

… And creating missed sales opportunities.



Website effectiveness

Quality/quantity of leads

Qualtiy/quantity of sales materials

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

54.1%

35.8%

35.8%

33.9%

49.5%

49.5%

10.1%

13.8%

13.8%

Needs Improvement Meets Expectations Exceeds Expectations

How would you rate the level of support marketing provides sales in the following areas?

On the other side, Marketing and Sales have not figured out how to work together either…

Source: CSO Insights 2013Copyright 2013 Accenture. All rights reserved.

Formal dedefinition1.3%

Informal defination27.5%

No defination31.2%

Do your sales and marketing organizations have a mutually agreed-upon definition for what is considered to be a "qualified lead"?

…and they can’t even agree on a COMMON DEFINITION OF A LEAD.



Streamlining Forecast Process

Improves Sales Rep/Manager Communications

Reduced Administrative Burden on Sales

Improved Order Processing Accuracy

Improved Best Practices Sharing

Improved Support of Channels

Reduced New Sales Rep Ramp-up Time

Shortened Sell Cycles

Increased Revenues

Improved Win Rates

Other

62.4%

57.4%

40.6%

30.7%

28.7%

19.8%

17.8%

15.8%

15.8%

13.9%

5.9%

What measurable improvements in performance are you seeing as a result of implementing your CRM system?

CRM systems are failing to deliver the results executives really care about.




“…It’s time to embrace Agile Selling!”

Connected Customer Insights

Omni-channel / Multiple Routes

to Market

Take Advantage of SMAC

• Connected Marketing, Sales, and Service• Customer experience driven operating

model• Internal information, Inferred Information,

Public Information

• Social• Mobile• Analytics• Cloud

• Retail• Online• Direct• Agent• Distribution / VAR channel

Agile Selling Defined


Know your Customer Re-orient your Operating Model Provide a multi-channel

experience Put your Sales Reps

at the CenterSupply Analytics and Agile Technologies to Accelerate Value




Embracing Agile Selling



at the CenterSupply Analytics and Agile Technologies to Accelerate Value Know your Customer

Re-orient your Operating Model Provide a multi-channel




Know your Customer

Internal Data

Social Data

Inferred Data

Embracing Agile Selling: Step 1Know your customer


Re-orient your Operating

Model

Embracing Agile Selling: Step 2Re-orient your Operating Model


Provide a multi-channel

experience

Embracing Agile Selling: Step 3Provide a multi-channel experience


Put your Sales Reps. at the Center: Apply Analytics and Agile Technologiess to Accelerate Value

From…

Embracing Agile Selling: Step 4Put your Sales Reps at the Center

To…


It’s time to move to Agile Selling!

Connected Customer Insights

Omni-channel /Multiple Routes

to Market

Take Advantage of SMAC

Know your Customer

Re-orient your Operating

Model

Provide a multi-channel

experience

Put your Sales Reps. at the Center: Apply Analytics and Agile Technologiess to Accelerate Value


For More Information:

Yusuf [email protected]

http://www.accenture.com/us-en/consulting/sales-customer-services-crm/Pages/sales-customer-services-crm-index.aspx

mailto:[email protected]






Accenture Sales Transformation - Agile Selling by Yasuf Tayob

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