Webinar | Account Planning: Reject the 57%
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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 • What’s 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 this…WORK.
© 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. Customer’s now expect salespeople to have an expert’s view of the customer’s business, act as a manager of some crucial part of the customer’s business, and be effective at protecting the customer’s 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. Customer’s now expect salespeople to have an expert’s view of the customer’s business, act as a manager of some crucial part of the customer’s business, and be effective at protecting the customer’s 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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Buyer:Seller Role by Impact/Size
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Seller Driven
© The TAS Group 2014
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Area of Value Creation
Area of Value Creation
Buyer Driven
Seller Driven
© The TAS Group 2014
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Area of Value Creation
Area of Value Creation
Buyer Driven
Seller Driven
The seller’s 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 …
Customer’s View, Exec Credibility, Cultural Fit, Customer Sat …
Customer’s 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%
