Webinar | Account Planning: Reject the 57%

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    23-Aug-2014
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Matt Close, EVP Sales at The TAS Group, shares how progressive sales teams have learned that Account Planning is the New Marketing, and how navigating the Sales & Marketing Continuum lets you put your competitors on the wrong side of the 57% point. Rockstar sales reps know how to unlock revenue in large customers by gaining control in the account early.

Transcript of Webinar | Account Planning: Reject the 57%

  • Account Planning: Reject the 57%

  • The TAS Group 2014

    Matt Close EVP Sales

    Maureen Blandford EVP Marketing

    Use new photo

  • The TAS Group 2014

    The Customer Buying Process

    Customer Diligence

    Begins Customer Purchases

    Source: CEB

    of the purchase decision is complete before a customer even calls a supplier.

    57% Customer Engages Supplier

  • The TAS Group 2014

    Poll Whats true for you? Our buyers are

    A) 15% B) 39% C) 57% D) 68% Through their buying process before they engage with us.

  • The TAS Group 2014

    Have we let this happen to us?

    Has the 57% research given salespeople a reason to throw up their hands? Are some salespeople willing to settle for what the buyer has defined as what they want to buy? There is a dirty four letter word that combats thisWORK.

  • The TAS Group 2014

    This whole 57% stuff comes from the conventional wisdom that says the ability of the customer to research products and buy them online makes salespeople less important. In fact, the opposite is the case. Customers now expect salespeople to have an experts view of the customers business, act as a manager of some crucial part of the customers business, and be effective at protecting the customers interests within the vendor organization Geoffrey James, Columnist for Inc.com and the author of Business Without The Bullsh*t: 49 Secrets and Shortcuts You Need to Know

  • The TAS Group 2014

    This whole 57% stuff comes from the conventional wisdom that says the ability of the customer to research products and buy them online makes salespeople less important. In fact, the opposite is the case. Customers now expect salespeople to have an experts view of the customers business, act as a manager of some crucial part of the customers business, and be effective at protecting the customers interests within the vendor organization Geoffrey James, Columnist for Inc.com and the author of Business Without The Bullsh*t: 49 Secrets and Shortcuts You Need to Know

  • The TAS Group 2014

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    Buyer:Seller Role by Impact/Size

    Buyer Driven

  • The TAS Group 2014

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    Area of Value Creation

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    Area of Value Creation

    Area of Value Creation

    Buyer Driven

    Seller Driven

    The sellers job is not to Communicate Value the internet does that Progressive sellers will

    Create Value

  • The TAS Group 2014

    3 Types of Need

    Active Unknown Known

  • The TAS Group 2014

    When to Sell

  • The TAS Group 2014

    The Customer Buying Process

    Customer Diligence

    Begins Customer Purchases

    Source: CEB

    of the purchase decision is complete before a customer even calls a supplier.

    57% Customer Engages Supplier

  • The TAS Group 2014

    When to Add Value

  • The TAS Group 2014

    Account Planning in Salesforce

    The Account Planning Reference Guide For Companies Who Use

    salesforce.com Account Planning Is The New

    Marketing. Donal Daly, CEO, The TAS Group

  • The TAS Group 2014

    Awareness Interest Preference Action

    The Sales & Marketing Continuum ac

    tivity

    time

    Marketing

    Sales

  • The TAS Group 2014

    Awareness Interest Preference Action

    The Sales & Marketing Continuum ac

    tivity

    time

    Marketing

    Sales

    Customer Diligence

    Begins Customer Purchases

    57% Customer Engages Supplier

    Source: CEB

  • The TAS Group 2014

    3 Things to Consider

    Research for Insight

    Integrate for Velocity

    Focus for Impact

  • The TAS Group 2014

    Research for Insight What do you need to research / record?

    Plan Goal, Overview, History, Resources, CSFs

    Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape

    Customers View, Exec Credibility, Cultural Fit, Customer Sat

    Customers KPIs, Value Prop, Strategic Initiatives, Solution Vision

  • maximize revenue from key accounts 53% gain access to key players 54% uncover customer business problems 61%

    + 41%

    + 30%

    + 28%

    Some facts about Account Planning ...

    Sales Reps who say they can Increase quota attainment by

    Source: Dealmaker Index Global Sales Benchmark Study

  • Research for Insight

    Impact on a Customer

    (Business Problems, Business People)

    54% 61%

  • The TAS Group 2014

  • The TAS Group 2014

    About Trust

    Nothing Else Matters

  • The TAS Group 2014

    Trust Determines Your Role in the Process

    Measure Results

    Implement

    Negotiate and Sign Contracts

    Prove the Concept

    Evaluate Products

    Initiate a Project

    Establish Initiatives

    Assess the Drivers

    Trusted Advisor

    Problem Solver

    Credible Source

    Vendor

  • The TAS Group 2014

    12 Elements of Great Account Planning

    Action Oriented Regular Cadence Social and Collaborative

    Measurable

    Customer Focused Integrated Research Based Targeted

    Aligned to Business Strategy

    Map People and Influence

    Trust White Space

  • Methodology + Smart Apps = Success

    Built and Delivered on the Salesforce Platform

  • Account Planning: Reject the 57%