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Plan, Plan, Plan for Every Account Track: Sales Executives

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Title: Plan, Plan, Plan for Every Account Track: Sales Executives


1
Plan, Plan, Plan for Every Account
Track Sales Executives
  • Heather Durden, salesforce.com
  • Tom Jordan, Endeca
  • Jeff Guillot, Hoovers

2
Safe Harbor Statement
  • Safe harbor statement under the Private
    Securities Litigation Reform Act of 1995 This
    presentation may contain forward-looking
    statements the achievement of which involves
    risks, uncertainties and assumptions. If any such
    risks or uncertainties materialize or if any of
    the assumptions proves incorrect, our results
    could differ materially from the results
    expressed or implied by the forward-looking
    statements we make.  All statements other than
    statements of historical fact could be deemed
    forward-looking, including any projections of
    subscriber growth, earnings, revenues, or other
    financial items and any statements regarding
    strategies or plans of management for future
    operations, statements of belief, any statements
    concerning new, planned, or upgraded services or
    technology developments and customer contracts or
    use of our services.
  • The risks and uncertainties referred to above
    include - but are not limited to - risks
    associated with the integration of Sendia
    Corporations technology, operations,
    infrastructure and personnel with ours
    unexpected costs or delays incurred in
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    intellectual property claims arising from the
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    forward-looking statements, except as required by
    law.

3
Heather Durden
DIRECTOR of PRODUCT MARKETING
hdurden_at_salesforce.com
3
4
Why do Account Planning?
  • Leave no stone unturned
  • Increase customer profitability
  • Spend time with the right people
  • talking about the right solutions
  • Avoid surprises
  • Create a future


In most companies, 30 to 40 of all business is
unprofitable, and 20 to 30 of business provides
nearly all of the profits Jonathan Byrnes,
Harvard Business Review

5
Components of an Account Plan
  • Account Intelligence
  • Company Information
  • Relationship Information
  • Revenue History and Goals
  • Historical Sales
  • Goals and Metrics for Success
  • Account Strategies
  • Addressable Business Issues
  • Strengths / Barriers
  • Specific Actions Assigned

6
Leveraging salesforce.com to do Account Planning
  • AppExchange
  • Custom-Built

Custom Fields Custom Objects Custom Tabs
Built to fit your specific process and strategies
7
TOM JORDAN
SR MANAGER, BUSINESS OPERATIONS
eskala_at_endeca.com
7
8
Company Introduction
  • Next-generation information access company
    uniting the ease of search with the analytical
    power of business intelligence
  • Endeca's software makes Google's ballyhooed
    link-popularity algorithms look downright quaint
    by comparison." Matthew Boyle, Fortune

INDUSTRY Software
EMPLOYEES 300
GEOGRAPHY Global
USERS 150
PRODUCT(S) USED Marketing, SFA, Service Support
9
Account Planning
  • A plan of action based on intelligence intended
    to accomplish a specific goal
  • Key Components of Strategy
  • Intelligence
  • Plan of Action (Execution)

10
Account Intelligence
  • Economic Landscape
  • Customers business description
  • Customers corporate tree
  • Customers financial results
  • Customers key business drivers
  • Political Landscape
  • Formal Organizational Chart
  • Informal Organizational Chart (i.e., Power
    Influence)
  • Individual Opportunity Roles
  • Competitive Landscape
  • Competitor profiles (SWOT)
  • Projects / Contracts
  • Political Alignment
  • Operational Landscape
  • IT infrastructure
  • Endeca history
  • Decision Criteria and Process

11
Plan of Action
  • Territory Plans
  • Written once a year at Kick Off or 30-days into
    employment
  • Consists of Objectives, Strategy, Action Plan
  • Constructed by reps managers and reviewed with
    entire district
  • Account Plans
  • Living document that includes Account
    Intelligence and Account Strategy
  • Used for all Major Accounts
  • Opportunity Plans
  • Lightweight document that includes specific
    objectives, tactics and timelines for success.
    Often shared with the customer/prospect
  • Used for all other accounts

12
No plan survives contact with the enemy. Field
Marshal Helmut Von Moltke
13
Salesforce.com supports the process
  • Economic Landscape
  • Hoovers OneSource Integration
  • Yahoo Other links
  • iProfile
  • Political Landscape
  • Hoovers OneSource Integration
  • iProfile
  • Jigsaw
  • Competitive Landscape
  • Install Base
  • Loss Analysis
  • CI Group
  • Endeca Customer Navigator (ECN)
  • Operational Landscape
  • iProfile
  • Endeca Customer Navigator (ECN)

14
OneSource Hoovers Integration
  • Account Intelligence data augmentation of
    accounts and leads
  • Contact/Lead Additions adds and de-dups contacts
    leads
  • Prospecting search accounts by criteria and add
    to salesforce.com
  • News

15
Data Enrichment
16
Prospecting
17
News
18
iProfile Jigsaw
  • Jigsaw
  • Buy and trade contacts and directly upload to
    Salesforce
  • iProfile/EuroProfile
  • Reports and Org Charts that can be stored in
    Salesforce
  • Will soon be integrated

19
iProfile Stored as Attachments
20
Customer Data - Why its critical
  • Capturing information about your customers is a
    huge step forward for Account Planning
  • 80-90 of your future business will be either
    install business or like business
  • Information can be used for
  • Territory Planning
  • Account Planning
  • Opportunity Planning
  • Reference Selling Reference Calls

21
Customer Data Define What, Who, When
  • What to capture
  • General Business Information
  • Purchase History
  • Specific Usage Data
  • Competitive Data
  • ROI/Customer Case Study
  • You can get even more end-to-end data if
  • Use Case Mgmt
  • Use Contracts
  • Integrate w/other systems
  • Define a clear process of who enters the data and
    when
  • Monitor and measure that process

22
Application Tab
23
Customer Navigator
24
Plan of action(s)
  • Formal Documents for Territory Plans, Account
    Plans and Opportunity Plans
  • Living Documents
  • Currently stored as attachments into
    salesforce.com
  • 2007 project to develop a wizard-like automation
    of these plans

25
Results
  • 100 of all accounts have gone through Data
    Augmentation
  • 50 of Major Accounts have an account plan
  • 80 of Opportunities have an opportunity plan
  • One stop shopping for all prospecting saves
    lots of time!
  • Customer Intelligence in the hands of the doers
    makes them more productive
  • Anticipate a huge reduction of keystrokes when
    wizard is implemented

26
JEFF GUILLOT
EVP, Product Technology
jguillot_at_hoovers.com
26
27
Company Introduction
  • Unrivaled Depth and Breadth
  • Combining proprietary data collection
    technologies with information from DB and
    trusted 3rd party sources, Hoovers uncovers
    information on more than 19 million companies
    worldwide.
  • Editorial Expertise
  • Our editorial team resolves inconsistencies
    across multiple data sources to ensure that our
    information is 100 correct before its posted.
  • Easy to Use
  • Hoovers was born on the Web and
    understands Web usability weve won numerous
    awards declaring us best in class.
  • Enlightening and Engaging Business Information
  • Only Hoovers leverages journalistic
    capabilities to transform tedious, flat company
    information into easy-to-read, entertaining
    content.

INDUSTRY Business Services
EMPLOYEES 500
GEOGRAPHY Global
USERS 350
PRODUCT(S) USED Unlimited Enterprise Edition
28
Background Hoovers Sales
  • Who we are
  • B2B telesales selling model with strategic
    account and 3rd party teams
  • Subscription based product, as well as
    transactional products such as lists, books,
    reports
  • Current Business Information and Tools
  • Hoovers and Salesforce
  • Access Hoovers
  • Best Selling Release
  • 2.0 Enhancements Launching Soon

29
Background Salesforce Project
  • Our Salesforce implementation goals
  • Consolidate and virtualize globally disbursed
    sales team with a scalable platform
  • Standardize processes and decrease channel
    conflict with a common sales system
  • Where we are
  • Design Phase of First Deployment
  • Planning Phase of Future Deployments
  • Where were going
  • 5 Deployments and Beyond
  • Test and Learn Methodology

30
Account Planning Strategy
  • IDENTIFY
  • PRIORITIZE
  • MEASURE

31
Account Planning - IDENTIFY
  • How we IDENTIFY Accounts
  • COMPANY INFORMATION Use DUNS Number as a Unique
    Identifier to keep data clean and append 70
    company attributes
  • CONTACTS Use Access Hoovers to identify
    contacts, access current information
  • NETWORK Use Visible Path to reach targeted
    contacts
  • 360 Customer View through system integration of
    Authentication/Usage, Billing, Customer Service,
    and Visible Path systems

32
Account Planning - IDENTIFY
Identify Companies
Identify Contacts
Identify Networks
33
Account Planning - PRIORITIZE
  • How we PRIORITIZE Accounts
  • ACCOUNTS Use segmentation data such as family
    tree, risk profile, company size, industry to
    prioritize accounts
  • CUSTOMER NEED Track Customer Aspirations so can
    target offers with value-based marketing
    campaigns
  • SALES ACTIVITY Create renewal activities based
    on renewal cycle and usage trends
  • OPPORTUNITY Use Access Hoovers for current
    company news and company financials

34
Account Planning - PRIORITIZE
Prioritize Customer Need
Prioritize Sales Potential
Prioritize Sales Activity
35
Account Planning - MEASURE
  • What we MEASURE
  • Operational
  • Reps pipeline status dashboards / automated
    alerts
  • Completed activities by campaign
  • Sales by campaign offer, sales segment
  • Daily feedback from sales reps regarding sales
    script best practices
  • Tactical
  • Pricing trends by segment, by product
  • Usage, purchase history, segment analysis
  • Strategic
  • Customer Service Scorecard
  • Sales Scorecard
  • Measure success of IDENTIFY and PRIORITIZE
    efforts in order to feed lead generation engine
    and optimize retention up-sell, cross-sell offers.

36
Account Planning - MEASURE
MEASURE Operational Sales Metrics
PRIORITIZE Using Tactical and Strategic Metrics
IDENTIFY and Import Similar Prospects
37
Account Planning Summary
  • IDENTIFY
  • CUSTOMIZATION Use DUNS Number as a Unique
    Identifier to keep data clean and append 70
    company attributes
  • APPEXCHANGE TOOL Access Hoovers to download
    contacts, Update company information, and import
    lists
  • SYSTEM INTEGRATION Authentication/Usage,
    Billing, Customer Service, Visual Path systems
    integration
  • PRIORITIZE
  • CUSTOMIZATION Append DUNS segmentation data such
    as family tree, risk profiles, high value
    industries
  • STANDARD FUNCTIONALITY Pipeline, Workflow
  • CUSTOM OBJECT Aspiration tab
  • APPEXCHANGE TOOL Data Loader
  • MEASURE
  • STANDARD FUNCTIONALITY Reports and Dashboards
  • APPEXCHANGE TOOLS Access Hoovers Build Lists

38
QUESTION ANSWER SESSION
Tom Jordan
Sr. Manager, Business Operations
Jeff Guillot
EVP, Product Technology
39
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