Photocopy Your Best

Katrina Perano, Sungard Data Systems

Carman Chan, Salesforce.com

Sales: Operations & Performance

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Agenda

Key Findings from Sales Organizations

Steps to Photocopying your Best

Customer Showcase:

Citysearch

Katrina Perano, Sungard Data Systems

Recap & Summary

Q&A with Speakers

Key Findings

What are the top 3 objectives in 2007 for sales

management? #1 - Increase Revenues – 64%

#2 – Increase Sales Effectiveness – 56.1%

#3 – Increase Market Share – 36.1%

Survey Demographics 1300 professionals directly managing a sales organization

Multiple industries, different geography & varying company size

Topic: Challenges impacting sales performance today

Identical top objectives for past 3 years - TREND

Source: CSO Insights, Sales Performance Optimization, 2007 Survey Results and Analysis

Steps to Photocopying your Best

Increase your revenues by achieving peak Sales Team

performance

How to photocopy your best?Step 1: Definition of an outstanding sales rep

Step 2: Identify key metrics

Step 3: Interpret the data

Step 4: Share the data

Step 5: Drive behaviour change with the data

Salesforce.com is the source for managing and driving

this change

All About Citysearch

• INDUSTRY: Online

• EMPLOYEES: 4,500

• GEOGRAPHY: United States

• # USERS: 350

• PRODUCT(S) USED: Enterprise Edition

Citysearch is a leading online lifestyle guide with information on businesses, from restaurants and spas, to hotels and retail. Citysearch helps people make informed decisions about where to spend their time and money by delivering trusted content – Citysearch currently reaches over 20 million consumers nationwide and was recently recognized by Time Magazine as “One of the Top 25 Sites We Can’t Live Without!”

Key Challenges

Shifting Sales Objectives & New Direction

Growing Sales Organization & Expansion

Understanding Current Behavior

Defining Training & Areas of Focus

Slow Ramp Time For New Hires (60-90 days)

“The Formula”

Defining & Recreating “The Best”

“The Formula”• Desired Sales Team Performance – Where do we

want to be?• Current Sales Team Performance – Where are we?• Activity – How often are they “trying” to sell?• Number New Opportunities “Won” – How many do

they sell?• Selling Price – How much are those Opportunities

worth?• Industry – Where are they coming from?

Ready, Set, GO!

Where did we start?• Historical Performances & Reporting • Compare Metrics of “A” Players vs. “B” and “C” Players • Isolate Areas of Opportunity • Reports & Dashboards

• By Rep, By Market, By Region

Ready, Set, GO!

What next?• Hiring Profile • Training Improvements • Strategy • Personalize

• individual reports, dashboards & development

What were the results?

• Clear expectations & direction

• Better Training & Focus

• New Hire Ramp Time Decreased

• “Cross Pollination”

• Improved Direction & Performance In Expansion Markets

• Increased Income

Key Take-Aways

Isolate your Key Metrics as a Sales

Manager

Define your “Top Performers”

Own the Process

Build the reports and dashboards

Be a “Scientist”

Katrina Perano

Marketing Operations, EMEA & APAC

SunGard Data Systems

Global leader in integrated software and IT Services 25k customers in over 50 countries

including the world's 50 largest financial services companies

Supply solutions to the financial services industry, higher education and the public sector

Provide solutions to information dependant enterprises of all types to maintain the continuity of their business through information availability services

Privately Owned Company Annual revenue of $4 billion

Global infrastructure spanning 50+ business units

INDUSTRY: Software & IT Services

EMPLOYEES: 16000

GEOGRAPHY: Global

PRODUCT(S) USED: SFA, Service & Support, 3 AppExchange Applications

# USERS: 1000+

What Defines a Best Sales Rep?

Uses SFDC to manage their pipeline not only to satisfy management, i.e.: Has key reports to know what deals to focus on – big deals, deals

closing this month, new hot leads

Integrates with Outlook/Notes to prioritize daily activities and have account details at his fingertips

Quick to log notes after meetings

Logs in daily!

Uses SFDC as a resource and “wears their SunGard hat”, i.e.: Leverages key data and reports to know…

• What SunGard products does the account own?

• Who is currently meeting with this account?

• Is this a Global (GAM) account?

• Is there a cross-sell opportunity?

What are the Key Metrics?

Performance

Sales closed this FQ/YTD versus quota

Pipeline forecast

Cross-sell referrals

Adoption

Open opps with expired close dates

Early stage opps with close dates this FQ

New business opps created at a late stage

Late stage deals with no amount

*Adoption metrics sent monthly to BU Executives

Focus on Activity Data

The progress (or lack of progress) of a deal should be

evident in the activities

Activity best practices:

Use Log a Call for client meetings, calls, demos and proposals,

mandatory for GAM accounts and cross-sell referrals

Provide a short summary of the next milestone in Next Steps

Leverage Outlook/Notes Edition to associate calendar entries and

emails to opportunities

* Reports used for weekly sales calls include Next Steps and

Activity History

What Does the Data Mean?

Collaboration – easy to identify cross-sell and solution sell

opportunities, “One face to our customers”

Communication – management can always report on the

pipeline and forecast

Efficiency – easy to identify where your focus should be and

leverage the resources on SFDC for execution

Awareness – competitor’s strengths and weaknesses

become obvious allowing for better product focus and

marketing

How to View the Data - Reports

“My” Quick Reports – links on the

homepage to key reports

Business Unit Report Folders – sales

team reports show you where you are

compared to the team and always know

what management is seeing so no

surprises on weekly sales calls

How to View the Data - Dashboards

Sales Team Dashboard

How to View the Data - Dashboards

Adoption Dashboard

How to View the Data - Dashboards

Cross-Sell Referral Dashboard

How to Use the Data to Drive Behavior

Only use SFDC reports to run weekly sales calls

“If it’s not in SFDC it doesn’t exist.”

Display individual sales performance on team

dashboards

Use SFDC to drive commissions

Enforce adoption metrics through executive

support

Key Take-Aways

By in by Senior Executives

Make SFDC a Resource

Know what you want defined

i.e. what is the important information

Create Mandatory fields

Flexible

Keep requirements simple

Involve Sales Managers in the process

Summary & Recap

Applicable for new hires and existing sales reps

Develop a “formula”

Increase collaboration & cross selling opportunities

Use reports and dashboards

Sales Management Involvement is Key

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Questions & Answers

Katrina PeranoMarketing Operations, EMEA & APAC

Carman ChanCustomer Success Manager