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The Sales Management Association
Copyright 2008-2014
Proprietary and Confidential
7-9 October, Atlanta, Georgia
Sales Force Productivity
Conference 2013
Analytics Strategy for Channel
Intensive Sales Forces
1
The Sales Management Association
Copyright 2008-2014
Proprietary and Confidential2
Denise Hampton
Director, Sales
Strategy, Planning and
Operations
Zebra Technologies
Julianne Larimer
VP, Global Channels
and Sales Operations
Motorola Solutions
Kate Lisska
Director, Sales
Operations
NCR Corporation
Today’s Discussion
• The Data Journey
– Create Demand
– Fulfill Demand
– Measure White Space
• Three Different Firms
• Similar Challenges
OP
ER
AT
ION
S A
ND
INN
OV
AT
ION
Budget and
Business Perf
Financial Perf
and Reporting
CAPEX and FA
ManagementFinance
Transaction
Processing
Business
Intelligence
Manufacturing
Promotion and
Campaign
mgmt.
Branding and
Marketing
Sales
Opportunity
and Sales
Cycle Mgmt
Customer
Services
On and off
boarding
Performance
managementHR operations
Payroll and
Benefits
Workforce
Management
Labor
Scheduling
Time and
Attendance
Business Risk
Management
Policies,
Controls and
Compliance
Other
FunctionsLegal
FR
ON
T O
FF
ICE
BA
CK
OF
FIC
E
Product
Development
Sourcing &
Procurement
EFT / ACH /
Cash
Management
Supply Chain
Technical
Services
Management
Business
Services
ManagementIT
Strategy and
Architecture
Delivery
Management
Portfolio
Management
Analytics and
Integration
Security
Management
Employee
Certification
Lead
Management
Close and
Consolidation
Treasury and
Tax
Management
S & OP
Facility
Management
Contract
ManufacturingProduction
Contract
Management
Collaboration
and Scheduling
Supplier
ManagementSource to Pay
Indirect Spend
Mgmt
Supplier
Certification
Transportation
Management
3rd Party
Distributor
Mgmt
Inbound &
Outbound
Logistics
Inventory
Management
R&D
Product
Portfolio
Management
Asset
Management
Collaboration
and knowledge
management
3rd Party
Repair Mgmt
NPI/PLMProduct Data
Management
Brand
Management
Customer
Portal
Customer
Insights
Customer
Account
Management
Sales Force
Mgmt/Enablem
ent
Customer
Support
Learning and
Development
Knowledge
ManagementRecruitment
Billing
Bid/Quote
Management
Partner
Management
Customer Self
Service (Portal)
Employee Self-
Service (Portal)
eCommerce
Enablement
Pricing
Optimization
Managed
Services
Professional &
Integration
Services
Collaboration
Collaboration
Collaboration
Collaboration
and knowledge
management
Operations and
support
Security and
resilience
Blueprint of Data
Blue highlighted
systems are the topics
of discussion today
Building and Managing the Funnel: Demand Generation
2) Suspects are captured in the Eloqua Marketing Automation System.
3) Eloqua registers all prospect activity and dynamically updates the lead scoring mode.
A1A2
B1B2
4) When the score reaches a pre-defined level, the lead stage is updated to MQL. MQL’s are systematically passed to SalesCentral with relevant data and activity history.
1) Campaigns and promotions are executed for: brand awareness, NPI, upsell, cross sell, etc
Eloqua
MQL’s
Building and Managing the Funnel: Demand Generation
A1A2
B1B2
NSC
6) SF.com lead routing rules “interrogate” the MQL data and systematically executes routing to the “in box” of the appropriate sales/channel leader.
MQL’s 5) MQL’s are delivered to SF.com during the synch process.
77) Once BANT is established, an opportunity is then opened and the sales process is executed.
Building and Managing the Sales Funnel: Lead
Management
$$ProspectMarketing Qualified
Lead(MQL)
Sales Accepted Lead (SAL)
SuspectSales
Qualified Lead (SQL)
Conversion to CONTACT
Evaluate Sales ProcessLearn JustifyInterestCustomer’s Buying Process
Sales &MarketingProcess
Marketing validatesquality of interest
Marketing nurtures to sales ready
Sales/ Partner
validates and acceptsownership
Sales/ Partner
validates BANT
criteria
Sales/ Partner closes
revenue opportunity
Eloqua SalesForce.com
Building and Managing the Funnel: Channel
Dashboards• Monday morning funnel calls
• Weekly forecasting calls
• Partner demand vs distributor demand
OP
ER
AT
ION
S A
ND
INN
OV
AT
ION
Budget and
Business Perf
Financial Perf
and Reporting
CAPEX and FA
ManagementFinance
Transaction
Processing
Business
Intelligence
Manufacturing
Promotion and
Campaign
mgmt.
Branding and
Marketing
Sales
Opportunity
and Sales
Cycle Mgmt
Customer
Services
On and off
boarding
Performance
managementHR operations
Payroll and
Benefits
Workforce
Management
Labor
Scheduling
Time and
Attendance
Business Risk
Management
Policies,
Controls and
Compliance
Other
FunctionsLegal
FR
ON
T O
FF
ICE
BA
CK
OF
FIC
E
Product
Development
Sourcing &
Procurement
EFT / ACH /
Cash
Management
Supply Chain
Technical
Services
Management
Business
Services
ManagementIT
Strategy and
Architecture
Delivery
Management
Portfolio
Management
Analytics and
Integration
Security
Management
Employee
Certification
Lead
Management
Close and
Consolidation
Treasury and
Tax
Management
S & OP
Facility
Management
Contract
ManufacturingProduction
Contract
Management
Collaboration
and Scheduling
Supplier
ManagementSource to Pay
Indirect Spend
Mgmt
Supplier
Certification
Transportation
Management
3rd Party
Distributor
Mgmt
Inbound &
Outbound
Logistics
Inventory
Management
R&D
Product
Portfolio
Management
Asset
Management
Collaboration
and knowledge
management
3rd Party
Repair Mgmt
NPI/PLMProduct Data
Management
Brand
Management
Customer
Portal
Customer
Insights
Customer
Account
Management
Sales Force
Mgmt/Enablem
ent
Customer
Support
Learning and
Development
Knowledge
ManagementRecruitment
Billing
Bid/Quote
Management
Partner
Management
Customer Self
Service (Portal)
Employee Self-
Service (Portal)
eCommerce
Enablement
Pricing
Optimization
Managed
Services
Professional &
Integration
Services
Collaboration
Collaboration
Collaboration
Collaboration
and knowledge
management
Operations and
support
Security and
resilience
Blueprint of Data
Blue highlighted
systems are the topics
of discussion today
Building and Managing the Demand Plan
Building and Managing the Demand Plan
Slide 12© 2013 The Sales Management Association. All rights reserved.
What are we trying to do with opportunity management?
Improve our internal business metrics while staying customer focused!
Summary: Current vs Future State
OP
ER
AT
ION
S A
ND
INN
OV
AT
ION
Budget and
Business Perf
Financial Perf
and Reporting
CAPEX and FA
ManagementFinance
Transaction
Processing
Business
Intelligence
Manufacturing
Promotion and
Campaign
mgmt.
Branding and
Marketing
Sales
Opportunity
and Sales
Cycle Mgmt
Customer
Services
On and off
boarding
Performance
managementHR operations
Payroll and
Benefits
Workforce
Management
Labor
Scheduling
Time and
Attendance
Business Risk
Management
Policies,
Controls and
Compliance
Other
FunctionsLegal
FR
ON
T O
FF
ICE
BA
CK
OF
FIC
E
Product
Development
Sourcing &
Procurement
EFT / ACH /
Cash
Management
Supply Chain
Technical
Services
Management
Business
Services
ManagementIT
Strategy and
Architecture
Delivery
Management
Portfolio
Management
Analytics and
Integration
Security
Management
Employee
Certification
Lead
Management
Close and
Consolidation
Treasury and
Tax
Management
S & OP
Facility
Management
Contract
ManufacturingProduction
Contract
Management
Collaboration
and Scheduling
Supplier
ManagementSource to Pay
Indirect Spend
Mgmt
Supplier
Certification
Transportation
Management
3rd Party
Distributor
Mgmt
Inbound &
Outbound
Logistics
Inventory
Management
R&D
Product
Portfolio
Management
Asset
Management
Collaboration
and knowledge
management
3rd Party
Repair Mgmt
NPI/PLMProduct Data
Management
Brand
Management
Customer
Portal
Customer
Insights
Customer
Account
Management
Sales Force
Mgmt/Enablem
ent
Customer
Support
Learning and
Development
Knowledge
ManagementRecruitment
Billing
Bid/Quote
Management
Partner
Management
Customer Self
Service (Portal)
Employee Self-
Service (Portal)
eCommerce
Enablement
Pricing
Optimization
Managed
Services
Professional &
Integration
Services
Collaboration
Collaboration
Collaboration
Collaboration
and knowledge
management
Operations and
support
Security and
resilience
Blueprint of Data
Blue highlighted
systems are the topics
of discussion today
Turning Data Into Insight
INC
RE
ME
NTA
L
RE
VE
NU
E
Market Penetration & Account
Targeting
Current Best PracticeNorth America Radio. Impact 21
IMPACT 21
TURF BUILDER
Customer Sales by Partner
Sales Rep by Quarter
Customer Replacement Battery
Coupon Tracking
Targeted Incentives and Promotions
based on Analysis
SALES REP
HOT LIST
BATTERY
HOT LIST
PROMOTION
CHANNEL OPERATIONS CHANNEL MARKETING
Global Sales Out: Future StateProposed Future State
PROMOTION
UP/CROSS
SELL
3rd Party
Data
CollectionSERVICES
CHANNEL
HEALTH
Trade In
Battery
Hot list
Warranty
Expiry
Channel
Verticality
Sales Rep
Hot list
Accessory
Attachment
Upgrades
Open Reseller
Onboarding
Discount
vs. PE
Turf Builder
Service from
the Start
Partner
Replacement
MA
XIM
ISIN
G R
EV
EN
UE
CHANNEL OPERATIONS CHANNEL MARKETING
Some activities require one or more years worth of Sales Out Data.
© Copyright 2013 The Sales Management Association
Thank You.
The Sales Management Association
Copyright 2008-2014
Proprietary and Confidential
Q and A
Please remember to speak into
the microphone – we’re recording!
20
The Sales Management Association
Copyright 2008-2014
Proprietary and Confidential
Thank you!
7-9 October, Atlanta, Georgia
Sales Force Productivity
Conference 2013
21