Sales Strategy: How to Set Up 2015 for

Sales Success

What is a Sales Strategy?

• An operating plan for a company’s sales force.

What does a Sales Strategy do?

• Allocates sales resources efficiently to drive selling costs down and revenues up.

What does it mean to use a Sales Strategy?

• CEO can get the most out of his/her sales force.

Sales Strategy

A Sales Strategy Has a Life Cycle

A Sales Strategy Solves for Typical Problems

Merger of sales forces after Acquisition

Declining Sales Revenues

Declining market share

Increasing cost of sales

Changing market- product mix

New Product launch that falls short of sell-through expectation

New market entries posing competitive threat

ChannelsDetermine optimal route to market

DevelopGo-to-Market

Plan2

Sales Force StructureOrganizational model effectiveness vs. efficiency

Sales Force SizeMatch selling capacity to market demand

DesignSales Force3

Sales InfrastructureCreate performance conditions for optimal results

Build Infrastructure4

Account SegmentationSegment accounts by Ideal Customer Profile

Lead Management

Sales ProcessMap customer/prospect buying process to custom built sales process

Develop Sales

Strategy

STEP

1

Sales Strategy is Step 1 to World Class

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8

1 – Assess Performance Environment

• Review existing documentation

• Research industry markets

• Interview executives and management

• Survey Sales Force

• Survey Customers

• Mystery Shop competition

Assess Performance Environment

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2 – Evaluate Organizational Design

Look at Sales Structure, Value Chain, Sales Channel, Processes/Tools

Evaluate Organization Design

Questions to Consider-How do you apply?

Is Compensation inciting correct behavior?

Is there an active Performance Mgmt. plan in place?

Does the CRM platform maximize efficiencies?

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3- Conduct Competitive

Analysis

Including Stakeholder analysis and identification of competitive

openings

Competitive AnalysisCompetitive Intelligencelinks sales strategy to competitive response

MagazinesNewswiresSEC FilingsWeb SitesCensusMarket ResearchNewspapersInternal & External Experts

Business IntelligenceSoftwareNews PortalsOnline DirectoriesVertical PortalsNews PortalsResearch ShopsMonitoringTailoringArchiving

Competitor ProfilingSWOT AnalysisTrend AnalysisSimulationForecasting

CommunicationsBrandMarketing PositionHuman ResourcesSuppliersMergers/AcquisitionsFinancial

Product Dev.Business Dev.Public RelationsMarketingInformation

InformationAggregation Strategy

BusinessAction

Competitive Intelligence

Content Generation

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4 - Develop Buyer Personas.Don’t just try to understand who your customer is…. Understand how they buy. Otherwise you cant tailor your sales methodology to their buyer methodology.

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Develop Roadmap

Mo

men

tum

Succ

ess

Bu

ild

SOP

Des

ign

Systems, processes and communication are Standard Operating Procedure

Strategies successfully executed and creating measurable results

Implement and execute defined strategies

Develop the systems, processes and communications that drive results

Research and define the marketplace, strategies and measures of success

Clear roadmap in developing sales strategy to achieve corporate goals

• Sales Strategy• Account Segmentation• Channels Management• Sizing & Structure

Phase 1- Design (Q1)

• Key Account Management• Talent Management• Sales Process• Territory Design, Quota Setting & Compensation Planning

Phase 2 - Build (Q2)

• Key Account Management• Talent Management• Territory Design, Quota Setting & Compensation Planning• Sizing & Structure• Channel Management• Lead Generation

Phase 3 - Momentum (Q3/Q4)

• Key Account Management• Sales Management

Phase 4 - Success (Q4)

• Sales Performance ManagementPhase 5 - SOP (Q4 – Future)

Sequence Driver Initiatives