ADVANCED SALES MANAGEMENT CERTIFICATE

COURSE OUTLINEn Sales and marketing framework and strategy

n Financial framework

n Value proposition management

n Human capital development and acquisition

n Sales management analytics

n Customer stratification and application

n Coaching for improved performance

n Talent development, succession planning, and retention

n Compensation

n Sales force of the future and CRM involvement

WHO SHOULD ATTENDn Sales & Marketing VPs

n Sales & Marketing Directors

n Marketing Managers

n Regional / Functional Heads

n Strategic Business Managers

n Business Owners, C-suite, and Entrepreneurs

KEY TAKEAWAYS n Ready-to-use process assessment toolkit

n Tools to communicate value of best practices to top management

n Roadmap for increasing sales force effectiveness

n Achieve revenue growth & cash flow

n Team exercises

n Copy of Sales and Marketing Optimization

Strategic Planning Process Process Metrics Financial Elements Financial Metrics

SALES AND MARKETING FRAMEWORKLinking Sales and Marketing Processes to Shareholder Value & Customer Service

SHAREHOLDER

VALUE

CUSTOMER SERVICE

BUSINESS DEVELOPMENT (Markets, Products & Services)

New market segment development

New products and services development

Existing products and services management

Existing market segment management

SALES FORCE DESIGN, DEVELOPMENT AND MANAGEMENT

PERSONAL SELLING (SALES FORCE)

MARKETING COMMUNICATIONS

Customer mix - customer stratification Product & services mix Geographic mix Number of identified opportunities (leads, new customers, etc.) Number of realized opportunities Opportunity-to-sales ratio

Chargeback / rebate by supplier Returns trend by supplier Quality index by supplier Warranty Issues - frequency & resolution (time and cost) Safety / regulation compliance Customer satisfaction index

Customer’s product & service needs (voice of customer) Number of new products introduced Coordination with promotion, sales, purchasing & vendors Training & demo programs completed Customer satisfaction index

Number of new market segments Identified Segment attractiveness (potential) Segment competitiveness Coordination with vendors, sales and potential customers Potential core customer profiling Qualified leads

Alignment with sales force Synergy among media mix Effectiveness metrics Efficiency metrics

Qualified customer complaints Qualified sales force complaints Ease of coordation and control

Voice of customer Sales people complaints & morale Sales turnover Sales or GM per salesperson Cost of sales

Qualified customer complaints Qualified sales force complaints Patterns in quota attainment Alignment with sales strategy

Goal achievement Alignment with company objectives and customer needs Simplicity, consistency, ease of implementation, results and reward relationship Sales force satisfaction (engagement and pay variation)

Average training hours Training frequency Training content mix Training method mix

Degree of consensus in the sales system Alignment with sales strategy Relevance to selling environment

Sales force efficiency Sales force effectiveness

Level of integration with sales process Source of value for sales force Complexity & flexibility of tools Coordination between sales and IT

Sales force retention or attrition rate Percentage of low performers Quality of hire Sales force satisfaction index

Incremental revenue Operating expenses (cost-to-serve) Accounts receivables

Operating expenses (cost-to-serve) Outstanding credit - rebate / chargeback / Volume discount Impact on revenue

Revenue by product Revenue by market segment Operating expenses (cost-to-serve)

Incremental revenue Advertising / promotion expenses (payroll, media, services)

Revenue Selling expenses Operating expenses (cost-to-serve)

Revenue Selling expenses Operating expenses (cost-to-serve)

Recruiting and hiring Cost

Revenue

Operating expenses (cost-to-serve) Training expenses

Revenue Selling expenses Operating expenses (cost-to-serve)

Revenue Growth

EBITDA

Days Chargeback Outstanding

Days Sales Outstanding

Market Share

An Alliance of the NAW Institute & Texas A&M University

COMPANYOBJECTIVES

SALES FORCEPRIORITIES

CUSTOMERNEEDS

Value

Pro

posit

ion Sales Process

Sales Management

IdentifyLeads

InterviewPotentialCustomer

DiscoverPotential

Presentto Customer

DesignSolution

Follow-up & Close the Sale

DeliverProducts &

Services

Post-SalesSupport

Negotiatewith Customer

VALUE POSITIONING

SALES AND MARKETING STRATEGYCross Functional Team

MARKET SEGMENTATION

MARKETSEGMENTATION

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2

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TARGETMARKET SELECTION

VALUEPOSITIONING

SUPPLY CHAINPLANNING

STOCK

Warehouse Fulfillment Warehouse Management Number of Locations

Inventory Stratification Forecasting Replenishment Policies

STORE

Strategic Sourcing Supplier Management

SOURCE SHIP

Information Technology Finance Management Human Resource Management

SUPPORTSERVICES

COMPANY

VISI

N

&

MISSION

Sales & Marketing Strategy Sales & Marketing Processes

What is the market?1

Market Analysis (Supplier & Customer-focused) Competition Analysis Economy & Political Impact Technological & Social Change

Where are we?2

SWOT Analysis Current Performance 4 Stakeholders - Shareholder, Customer, Employee & Supplier

Where do we want to be?3

Shareholder Value Expectation Customer Needs Company Objectives / Goals Benchmarking

Why should customersdo business with us?

5

Core Competence Value Proposition Competitive Advantage

How do we get there?4

Market Penetration (New) Product and Service Development (New) Market Development Diversification

COMPANYOBJECTIVES

(Shareholder Value Goals)

COMPANYSTRATEGY

FUNCTIONALOBJECTIVES

Communication Objectives

Target Audience

Communication Budget

Message (value proposition)

Media Mix

Performance Evaluation

SELL

Products (Brand) Inventory Availability Breadth and Depth (Capital) Market Coverage (Exclusivity) Price (Supplier Driven)

Value-add Services (Capability) Delivery (Capability) Facilities (Capability) Market Coverage (Capability) Cost (Cost-to-serve Driven)

Direct Sales Force (Market / Industry Knowledge & Selling Skills) Technical Support (Product & Application Knowledge) Price (Market Driven)

Credit Terms (Capital) Customer Service (Order Management) Market Presence & Experience (Knowledge & Relationship) Value-add Services (Capability)

SOURCE & STOCK

SELLSUPPORTSERVICES

STORE, SHIP &SUPPLY CHAIN

PLANNING

VALUEPROPOSITION

CREATE VALUE PROPOSITION DELIVER VALUE PROPOSITION SUSTAIN VALUE PROPOSITIONCOMMUNICATE VALUE PROPOSITION

DiversificationProduct &Services

Development

MarketDevelopment

MarketPenetration

BUSINESSDEVELOPMENT

CATALOG &LINE CARDS

WEBSITE DIRECTMAIL

SOCIAL MEDIA& PR

EMAILCAMPAIGN

TRADESHOW

ADVERTISING(ONLINE &OFFLINE)

CUSTOMERSERVICE

REP

FIELD SALESFORCE

SPECIALIST

CUSTOMER

Sales Process

Sales Force Structure

Sales Force Size

Sales Force Deployment

Sales Force Compensation

Sales Force Recruitment

Sales Force Training

Sales Force Culture

Sales Management

Sales Support Tools

Hit rate or conversion rate Completeness of sales process

Revenue Growth

Market Share

EBITDA"EBITDA

Revenue Growth

Market Share

EBITDA

EBITDA"Return on Marketing Spending(Advertising & Promotion)

www.naw.org/crdbphttp://id.tamu.edu

Created by Senthil Gunasekaran, Pradip Krishnadevarajan and Barry Lawrence

www.nawpubs.org

Revenue Growth

Market Share

EBITDA"Gross Margin

Days Sales Outstanding

EBITDA

Total Asset Turnover

Revenue Growth

Market Share

EBITDA"Gross Margin

Days Sales Outstanding

EBITDA

Total Asset Turnover

GROWTH

PROFITABILITYASSET

EFFICIENCY

SELL

FUNCTIONALSTRATEGY

Fleet Management Dispatch Management 3PL/Carrier Management Customer Order Fulfillment

CASH FLOW

© 2012 Global Supply Chain Lab, Texas A&M University

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2

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3

Market Macro Segments

ClusteredMicro Segments

MicroSegments

A

B

E

C

D

F

“I am blown away by the scope of this Sales and Marketing Optimization book and the depth of knowledge and real-world experience it contains. I only wish I had a reference like this at the beginning of my career. Fortunately, I have it now and it’s not too late to do something with it! This book is very actionable with constant emphasis on measurable results at the shareholder and stakeholder levels. This is simply the best sales and marketing book for distributors that I have ever read!”- Byron Potter, Vice Chairman and CEO, Dallas Wholesale Builders Supply, Inc.

2.5 DAYS