Salesforce Sales Playbook

Adam Gilberd, SVP Sales

Leading the Field Sales Business

The Challenge…

…in a way that is targeted and data-driven…

…across an increasingly complex portfolio & set of roles…

…effectively manage pipeline & drive revenue…

…and ensures effective and transparent opportunity management?

Design an effective Field Go-to-Market Strategy

MaintainForecast Accountability

How do we…

&

AMER Segmentation by Size and IndustrySales resourcing driven by complexity of account and return on investment

ENTR4500+

Employee Accts

CMRCL201 - 4500

Employee Accts

SMB<200 Employee Accts

Largest, most complex customers

Target big deal accounts for multi-cloud solutions

High-touch field based selling & servicing

Full account teams for coverage (Co-prime, SE, ROI, etc.)

Small customers and prospectsHigh velocity accounts & opportunity sellingInbound driven leads model50-200 accounts per AE

Medium and high growth companies with multiple divisionsFocus on developing deep executive relationships AE generates most of their own pipeline5-20 accounts per AE

Dedic

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team

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Dedic

ated

team

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/ ve

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Dedic

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HLS FINSCPG/ Retail

Run Rate

Entr Sales

<$150k deals

ECS

The Success EcosystemCore Sales leads a team-selling approach

Collaboration Cloud

Sales Cloud

Service Cloud

Marketing Cloud

Platform Cloud

Commerce Cloud

Community Cloud

Legal

Pricing

Recruiting & ES

Strategy and Ops

Executive Team

Marketing

Finance

Enablement

ServicesCloud Sales

GSIs &ISVs

BDRs &SDRs

SEs & Architects

CSG

BVS Ignite& Spark

Sales Programs

Pipeline Complexity Continues to Grow

ACV (Bookings)

Partners & Other (SI’s, Re-Sellers, etc.)

Inside/Specialist AEs(Other Sales Reps)

AEs(Primary Sales Reps)

Sales Dev(Inbound/Outbound)

Deal Execution

QuipServiceSales CommercePlatformMarketing Community

AMER, EMEA, APAC, JAPAN, LACA…

LeadsEvents

SEMCampaigns

CallBlitz

CxOCSGDreamforce

WorldTour

Partner Leads

IndustryMktg.

SPIFFsPromos

CPG/

Reta

ilHLS

FIN

SM

anuf

actu

ring

ENTR~5,500Companies

CMRCL~55,000 Accts

SMB~850,000+ Accts

MarketingDemand Gen

Business Development

Sales, Cloud Sales, SEsPartners, Competitive, Enablement

Sales Programs

CSGServices

Lead Generation and Pipeline Revenue Service

It’s a team effort to drive change across the funnelSales data & metrics inform activities across the company

Clear, standardized metrics are essential to manage growth

Lead SourceWeb Traffic

Social MediaCampaigns

Trials

Lead ConversionConversion Rate

Cost per Lead

QualificationPipe GeneratedAvg. Deal Size

Deal MaturitySales Cycle

CompetitionProduct(s)

ACVProductivity

Transaction VolumeClose Rate

Product Mix

Customer SuccessLightning AdoptionLicense Utilization

Total Login PercentageAttrition

Lead Generation and Pipeline Revenue Service

Sales Forecasting CSG Forecasting

For Salesforce, these live in Sales Cloud & Analytics

Managing Pipeline Every Day

ACV & Closing Business

Pipeline Generation

Activity Levels

Overall Team Performance

Cloud Performance

Are we doing the things that drive pipe gen?

“AMP" Dashboard

Activities

Meetings

Pipeline

Tracks business development role in pipe gen

How’s my pipeline quality?

Clean Your Room

Pushed opportunities

Opportunities without activities

Big deals missing information

Salesforce on Salesforce Account Intelligence

Account PrioritizationNext Best Product Recommendations

Forecasting

MarketingDemand Gen

Business Development

Sales, Cloud Sales, SEsPartners, Competitive, Enablement

Sales Programs

CSGServices

Lead Generation and Pipeline Revenue Service

We use Einstein across the funnel to be faster & smarter

Lead Scoring Early Warning System

We use Account Intelligence to prioritize our accounts...

Quickly serve up data to Account Team on:

1. Existing footprint of the account

2. Product level Propensity Scores

3. Which product(s) should have greatest interest and why

4. Detailed metrics and narratives to support recommendations

Account

MGR/AE

High PTB across multiple, work w/ Strat SE & BVS to bundle

Work w/ Heroku Specialist here

Entire territory already has Cust. Comm

… and to find new opportunities within an account

Quickly serve up data to Account Team on:

1. Existing footprint of the account

2. Product level Propensity Scores

3. Which product(s) should have greatest interest and why

4. Detailed metrics and narratives to support recommendations

See the rationale behind the top 3 recommended products

Account

Sales Leadership uses Einstein Prediction to pressure test the forecast

Account

Compare directs’ commits to Einstein prediction

Compare opportunity score to Manager’s call

Salesforce on Salesforce Forecasting

App Rigor

Visibility for all AEs, sales leaders, strategy, finance, and executives inside of Org62 and Einstein Analytics

Real-Time Reportingand Prediction

Forecasting Principles

1

2

3

Segment specific (enterprise, commercial, SMB) forecasting process and protocol – engrained in team culture

Standard expectations on opportunity management and constant manager rigorto inspect opportunities and pipeline. Empower executives to individual contributor to “own their forecast”

Defined Process

Weekly Forecasting Process

MO TU WE TH FR

SVPs+

COO/CEO Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts

SVPs Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts

EVPs Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts

President Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals/bets🡪 Submit Forecasts

AVPs

AVPs Fcst Calls•Review WoW changes•Review M/Q outlook•Review big deals🡪 Submit Forecasts

Sales Managers

RVP/SMs Fcst Calls•Review WoW changes•Review M/Q outlook•Update Mgr notes🡪 Submit Forecasts

AEs Updateopportunities

Update opportunities & Plan to close

🡪 Submit Forecasts

Updateopportunities

Forecasting Requires Machine-like Execution Relying on rigor at each level of the sales organization to strengthen accuracy1

The Golden Rule of App Rigor2

If it’s not in Salesforce, it doesn’t exist

What does every opportunity have…

1 Close Date, Opportunity Amount, Deal Stage

2 Manager Judgement: “IN” = Commit, “UP-” = Positively Trending Upside

3 Next Steps, Manager Next Steps, Specialist Notes, Success Selling

4 Activities (meetings, emails, calls, cases, etc.)

App Rigor Key Principles2

What are our cultural principles…

1. Leverage the App for all forecast calls & business reviews2. Take it to Chatter (minimize email and increase collaboration)3. No external spreadsheets

AEManager

Standard Sales Stages = Forecast Uniformity2

1Identifying an Opportunity

2 3Validating Benefits

and ValueDetermining Problem

and Impact

4 5Confirming Value

w/ PowerNegotiating and

Mutual Plan

6FinalizingClosure

CommitBest Case Early Stage/Pipeline Omitted

I’ve identified the…

Business Challenge

Compelling Event

Sponsor

Competition

I’ve determined the…

I’ve validated the…

Timeline Customer Stories and References

Budget Solution

Decision Criteriaand Process

Business Benefits (ROI)

Deal Team PoliticalInfluence Map

I've shared the…

I’ve secured the…

Business Case Internal Approvals and Delivered Proposal

Mutual Close Plan Project Implementation Plan

Budget Pricing Agreement from Customer

Sales References T&C’s Agreement from Customer

I’ve received the…

Final Proposal Agreement from Customer

Confirmation thatCustomer PO and

Signatures in Process

Standard Sales Stages Drives App Rigor

Standardized, Real-Time Reporting3

Managers enter their sales commitments

Sales leaders can add judgment

Execs can see status real time

Managers can inspect anything

Chatter makes inspection easy

If it’s not in the App, it doesnot exist

Easy forecast performance tracking

Einstein analytics for predictive forecasting in real time

Comparison against historical trending

Ability to model assumptions

Managers and AEs have consistent pipeline and forecast views in Lightning

Salesforce Lightning Einstein Analytics

Opportunity scoring to assess upside and risk

FP&A and Executive leadership view Einstein Analytics to scenario plan

Expand Capabilities to Drive Sales GrowthTake Sales to New Heights

Accounts & Contacts

Leads & Opportunities

Activities & Collaboration

Close Deals Faster

Extend CRM

Sales Productivity

Customer Engagement

Partner Revenue Growth

Sales Intelligence