Revegy eBook - The Art of B2B Selling-2
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Transcript of Revegy eBook - The Art of B2B Selling-2
Introduction
There is a real “Art” to establishing true B2B sales leadership. The sales process continues to
get more complex and competitive, and requires striking just the right balance of discipline
and process with relationship selling, alignment with the buyer’s journey and strategic
management of accounts. In this eBook, we feature five progressive sales leaders who discovered a visual approach to account planning, collaboration, sales process and deal
execution that maps out what reps need to do each step of the way to successfully expand key
accounts, gain a competitive edge and increase win rates.
Learn about the sales transformation stories of these leading B2B companies:
the
of B2B Selling
Relying on a paper-based sales process left SAS with a crystal clear rearview mirror, using past performance as a baseline for strategic sales and key account planning. But it also left our sales team blind to the future, and as one of the largest business intelligence and analytics companies in the world, we face the difficult challenge of selling to a broad range of executives across 16 verticals.
When we discovered Revegy, we were excited to find a tool designed specifically for account planning and that would integrate seamlessly into our CRM platform.
Revegy provides our reps with a powerful. view that maps out key relationships, strategies, initiatives, and opportunities within an organization. This
has changed the way we sell, and helps us measure how customers define value from their perspective, driving co-creation and joint ownership between SAS and the client on the business issues that matter most to them. This new visual mapping approach uncovered untapped opportunities within our largest accounts and gave us a guide for selling long-term, measurable value across the organization. The results have been outstanding:
• Added $20M in pipeline with just two initial pilot programs alone
• Identified $1M in opportunities in two days with account planning technology
• Decreased late-stage deal losses
• Increased deal velocity and
penetration of SAS solutions within key accounts
• Improved forecast accuracy, allowing for more strategic resource allocation
Using visual tools to map out an account plan, we can quickly and easily identify the key players in each account, see any gaps in our relationships and take action to fill those gaps and ensure relationship management is an integral piece of every sales rep’s day. We have also been able to step into our customers’ shoes, using Revegy’s planning and analysis tools to better understand how our customers define and measure value – and ultimately, up our game to provide support in terms that are important to them.
“ Implementing the Revegy Account Planning tools has been a critical component in our ability to align closely with our most strategic customers, and develop strategies that grow our revenue potential in these accounts while delivering greater value to their businesses.”
NICK LISI Vice President, Americas
PROFILE: One of the largest global business intelligence and analytics companies that has experienced over 37 years of continuous growth.
GOALS AND OBJECTIVES: • Deeper relationships and alignment
with key accounts
• Move beyond IT organizations to penetrate lines of business within key accounts
• Uncover and understand customer strategies
• Deliver and measure value in terms of importance to customer
STRATEGIC ACCOUNT PLANNING DRIVES $20 MILLION INCREASE IN PIPELINE
SAS INSTITUTE
As Informatica grew through eight
acquisitions over just a couple
of years, our solution portfolio
and mix of sales teams became
exponentially more complex.
We needed a standardized,
repeatable sales process with
common tools and language that
would help coordinate the efforts
of the extended team effectively.
We made a big investment
in training our sales force on
a new outcome-based sales
methodology and wanted to
ensure that reps wouldn’t
abandon what they had learned
or veer away from the new
proven process. We discovered
a unique sales planning and deal
execution technology that visually
mapped out opportunities for
reps by illustrating stakeholder
influence, evaluation processes,
competitive landscape, potential
risks and more. This powerful
view was integrated into our
Salesforce CRM and immediately
delivered more value to the reps,
resulting in increased adoption.
Instead of just giving reps
sales playbooks driven mostly
by content, they now had a
visual roadmap of their deals
and a step-by-step process for
aligning their sales activities with
verifiable outcomes to ensure they were progressing through
the deal based on the prospects’
willingness to engage at each
stage. We launched these new
tools as part of our “Project Right
Size” initiative during global sales
kickoff, and began seeing direct
impact to our pipeline
and forecast:
• Improved sales forecast
accuracy and predictability
• Increased win/conversion rates
• Grew average deal size and
selling price
• Improved manager coaching
time and effectiveness
• Increased engaged selling time
Today, over 900 reps use the
tools and we have 90% process
adoption of our sales methodology.
Revegy provides a 360° view
including who has awareness of
our products, mapping solutions
to business needs, identifying
where the budget lives and where
we have friends or foes. These
insights help our cross-functional
sales teams understand what
needs to be done to win a deal or
grow an account.
“ Many new hires continually tell us these are the best, simplest, and most integrated/automated set of sales tools and processes they have EVER seen, bar none. And, they come from companies such as IBM, SAP, CA and Oracle.”
JULIE RHODES
Director of Sales Performance
PROFILE: Industry leader in data integration, Big Data and cloud solutions to over 1,000 companies, including Fortune 100 companies in a variety of
industries.
GOALS AND OBJECTIVES: • Standardize sales process and tools
for fast-growing sales team
• Increase adoption of sales methodology
• Meet rising quota by increasing win rates
• Drive consistent, efficient sales
coaching
VISUAL MAPS DELIVER INCREASED WIN RATES, CONVERSION RATES AND DEAL SIZE
INFORMATICA
JDA
With a wide array of products in
our powerful suite of supply chain
and retail planning solutions, we
have a more complex sales model
than most. We struggled previously
to provide a coordinated sales and
account management effort to
prospects and customers who were
often dealing with multiple JDA
technology and service offerings,
all managed by separate internal
organizations. In addition, we only
had a 3 – 6 month predictable revenue forecast for our existing
customer accounts.
We realized that our
transactional, one-size-fits-all approach to managing
accounts and opportunities was
preventing us from delivering
strategic value and becoming an
essential advisor to our clients.
As part of a company-wide sales
transformation initiative, we
combined our license sales and
consulting sales organizations
into a single organization
and realigned our account
engagement model based on
global, regional, named and net
new logo accounts. Each segment
is now aligned to a specific team of JDA resources who
are focused on catering to the
particular needs of a prospect or
account, delivering more relevant,
specialized value.
To support this, we adopted
strategic sales planning and
deal execution technology from
Revegy, which gave our teams
a powerful, visual platform that
illustrates key relationships we
need to develop and nurture,
how to be strategic in our sales
approach and how to deliver the
right information to the right
buyer persona at the right time
in the evaluation process. This
next-generation approach to sales
force automaton quickly made an
impact, including:
• Customers calling to ask about
solutions, rather than reps
chasing accounts
• A simplified sales process while accelerating the buying cycle
• More consistent customer
value and experience through
partner channels
• Improved efficiency and effectiveness of the license and
sales service organizations
Collaborative planning is now
an ongoing effort with our sales
teams, and this has enabled us to
successfully anticipate customer
needs which delivers greater value.
We have also achieved a more
predictable and accelerated buying
experience; in fact, we now have
customers call us to ask about
solutions versus us chasing deals.
“ We must be essential to our customers! One of the ways to drive this is to employ and institutionalize a proactive and persistent account engagement program.”
QUIQUE RODRIGUEZ EVP and Chief Sales Officer
PROFILE: A leading provider of end-to-end, integrated retail and supply chain planning and execution solutions for more than 4,000 customers worldwide.
GOALS AND OBJECTIVES: • Drive customer loyalty, resulting in
retention, renewal and additional revenue opportunities
• Grow revenue through better customer insight and alignment
• Drive deeper account penetration and sustainable business alignment
• Increase revenue predictability and extending the forecast horizon
COLLABORATIVE ACCOUNT PLANNING YIELDS PREDICTABLE, ACCELERATED BUYING CYCLES
ORTEC
Ortec was on a mission to
transform its sales culture
into a dynamic, process and
results-driven environment that
included close collaboration with
customers throughout the sales
process. We adopted a new sales
process but, recognizing that
reps often struggle with adopting
standard SFA and CRM tools, we
sought out a more interactive way
of automating the new process.
We evaluated several sales
playbook offerings but liked how
Revegy’s visual sales planning
tools provided more than just
content …they provided an
illustrated view that guided reps
through developing buy-in plans
at every stage of a deal. These
opportunity planning and deal
execution tools from Revegy
resulted in:
• Improved management
visibility into deals throughout
the sales process
• Increased customer
collaboration to improve
stakeholder buy-in
• A better perspective on buyer
behavior to drive coaching
opportunities
• Improved use of tailored
content and sales tools
throughout the sales process
Sales reps and managers are now
able to better understand where
they are in a deal and how they
align with the buyer’s process.
Increased visibility into how all
deals were tracking enabled us
to more proactively address any
potential risks, focus efforts on
what the buyer needs to make
progress and develop buy-in
plans for key stakeholders. These
perspectives also enabled the
Ortec teams to develop close
plans that were presented directly
to the customer to involve them
in defining accurate timelines, and essentially developing co-creators
in the deal.
“ By visually mapping out the deal stakeholders and ORTEC’s solutions to our prospect’s buying requirements, ORTEC was able to increase their close rates and gain better insight into the health of our pipeline.”
JEFF WILSON President
PROFILE: One of the world’s leading
supply chain companies with over 1,750
customers.
GOALS AND OBJECTIVES: • Unify the sales team with a
consistent process and common
language
• Enable the sales management team
to better evaluate and coach rep
performance
• Give ORTEC a true view of where
they were in active deals to drive
forecast accuracy
RELATIONSHIP MAPS AND PLAYBOOKS DRIVE CO-CREATION AND AIRTIGHT CLOSE PLANS
NPI
NPI’s consultants and
analysts have a very proactive,
collaborative and results-oriented
approach to working with our
customers. Our CEO’s vision was
to mirror this successful approach
in the sales organization. We
embarked on a “sales excellence”
initiative to drive improvements
in effectiveness and efficiency.
We knew we needed a sales
process to achieve consistency
in sales execution, and to help
us gain a better perspective on
where we were in a deal so that
we could improve forecasting and
sales results.
We adopted a visual approach
to opportunity planning and deal
execution, which yielded great
results:
• Increased probability of
forecasted revenue to close
• Gained unparalleled insight
into a prospect’s organization
and key players
• Improved effectiveness of deal
reviews and quarterly business
reviews
• Provided management better
visibility into all opportunities
and any areas of vulnerability
Revegy’s visual tools enabled us
to automate our sales process
beyond data from a CRM to get
a clearer picture of each deal.
The visual playbooks walk our
sales reps through what the
right next steps are to advance
an opportunity and highlight the
best sales content and tools to
leverage to meet the prospect’s
needs. Visual relationship maps
provide clarity into the specific business issues that decision
makers are most concerned about
and more effectively position
NPI solutions to help achieve the
customer’s business objectives.
The forecast health check tool
has helped us improve forecast
accuracy and our coaching
support for stalled or at risk deals.
“ When you’re not following a process, you’re not consistently asking the right questions and then you’re surprised when deals don’t go your way. With Revegy if you do what you’re supposed to do, deals close. Period.”
DEREK REED Regional Sales Director
PROFILE: A spend management consulting firm providing advisory services that has helped clients optimize billions of dollars.
GOALS AND OBJECTIVES: • More thorough and consistent
adoption of a sales process
• Deeper visibility into opportunities and improved forecast accuracy
• Visually depict the client’s organizational stakeholders and their influence on purchase decisions
• Revamp coaching efforts to hold sales reps accountable with minimal interference in workflow
SALES EXCELLENCE INITIATIVE PAINTS A CRYSTAL CLEAR PICTURE OF SALES FORECAST
Revegy is the leader in visual sales planning and deal execution tools. We serve some of
the greatest B2B, sales organizations in the world – big and small. Here are some other notable clients.
Seeing is believing.Schedule a virtual demo to see visual selling in action.
SALES PLANNING AND EXECUTION TOOLS THAT HELP YOU SEE HOW
TO WIN MORE DEALS AND GROW CUSTOMER RELATIONSHIPS.
the
of B2B Selling
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