account planning strategies - upland altify...account planning strategies for optimizing revenue...
TRANSCRIPT
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ACCOUNT PLANNING STRATEGIES FOR OPTIMIZING REVENUE GROWTHÁINE DENNCO-FOUNDER + EVPALTIFY
&ANDREW MIDDLETONASCEND GLOBAL PROGRAM DR.GE HEALTHCARE
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INTRODUCTION & BIOS
ANDREW MIDDLETONASCEND GLOBAL PROGRAM DIRECTOR | GE HEALTHCARE
• Sales & Marketing professional
• 5 years SAM program leadership at GE Healthcare
• 8 years at GE Healthcare
• 20 years in healthcare sales and marketing
ÁINE DENNCO-FOUNDER & EVP, ALTIFY
• Strategic contributor to the company since its inception
• Works with key customers supporting their success• 25+ years in business development, strategic
operations and customer engagement• Previous senior executive positions in both public
and private companies
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Customer Revenue Optimization
KEY INITIATIVES FOR 2019: REVENUE GROWTH IS THE TOP PRIORITY
Customer Revenue Optimization Benchmark Study 2019: Unlock Revenue Growth by Providing a Better Customer Experience
Revenue Growth
Customer Retention Importance
2019 89% 87%
2018 82% 87%
2017 86% 87%
89%RevenueGrowth
89% Revenue Growth
87% Customer Retention
75% Profit Growth
71% Operational Efficiency
69% Increased Market Share
45% Cost Reduction
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Customer Revenue Optimization
MOST ORGANIZATIONS STRUGGLE TO ACHIEVE
PREDICTABLE REVENUE GROWTH
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Customer Revenue Optimization
BECAUSE THEIR SALES TEAMS AND PROCESSES
DON’T REFLECTTHE WAY PEOPLE& COMPANIES BUYIN TODAY’S DIGITAL WORLD
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Customer Revenue Optimization
STRATEGYMETHODOLOGYTECHNOLOGY
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Customer Revenue Optimization
SALES VELOCITY EQUATIONTO ACCELERATE SALES PERFORMANCE
V # $ %L
=x xSALES VELOCITY
NO. OPPORTUNITIESYOU WORK
AV. DEALVALUE
WINRATE
LENGTH OF SALES CYCLE
# %
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Customer Revenue Optimization
74%
114%
159%
0% 20% 40% 60% 80% 100% 120% 140% 160% 180%
Sales Cycle
Deal Size
Win Rate > 50%
Percentage of Respondents
Account Planning Used
No Account Planning
n=690Source: Account Planning Book of Evidence October 2016 © Altify
IMPACT OF ACCOUNT PLANNING ON SALES VELOCITY
WIN RATE INCREASES 59%DEAL SIZE INCREASES 14%
SALES CYCLE DECREASES 26%
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Customer Revenue Optimization
0% 10% 20% 30% 40% 50% 60% 70% 80%
Percentage of Respondents
Bene
fits f
rom
Acc
ount
Pla
nnin
g
Better Win Rate
Increased Understanding of Customer’s Business
Shorter Sales Cycle
Better Customer Loyalty
Increased Deal Size
Better Executive Access
Identify Non-Competitive Deals
n=720
BENEFITS OF ACCOUNT PLANNING
Source: Account Planning Book of Evidence October 2016 © Altify
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Customer Revenue Optimization
MINDSETSKILLSETTOOLSET
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Customer Revenue Optimization
MY STRATEGY FOR THE CUSTOMERWHAT’S X
CUSTOMER’s STRATEGYWHAT’S MY ✓CAN I HELP?
AND HOW
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Customer Revenue Optimization
GE HEALTHCAREOVERVIEW
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13
A LEADING GLOBAL MEDTECH AND DIAGNOSTICS INNOVATOR
4M+ installed base2B+ exams per year
Leader in Imaging,
Mobile Diagnostics
and Monitoring
180+ analytics-based apps75B patient images managed
Leader in Data
and Analytics
25+ brands3 patients every second
Leader in Pharma
Diagnostics
Leader in China and
emerging markets
Local, globallyR&D centers in 18 countries
At Scale
2018* V%org
Revenue $19.8B 5%
Operating
Profit
$3.7B 11%
% of revenue
18.7% +1.0pt
Impact
54K employees worldwide*
$1B+ invested annually in R&D
14K patentsissued globally
160+ countries
*Includes Biopharma. The sale of GE Healthcare Biopharma to Danaher is subject to customary closing conditions, including regulatory reviews and appropriate consultation processes, and is expected to be complete by 4Q 2019.
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FOCUSED ON SOLUTIONS FOR DIAGNOSIS, TREATMENT AND MONITORING
Imaging
• MR
• CT
• MI
• X-Ray
• Women’s Health
• Image Guided Therapies
Ultrasound
• Women’s Health
• Cardiovascular
• General Radiology
• Point of Care
• Primary Care
Life Care Solutions
• Monitoring
• Anesthesia & Respiratory
• Diagnostic Cardiology
• Maternal & Infant Care
Enterprise Digital Solutions
• PACS/RIS
• VNA
• Advanced Visualization
• CVIT
• Contrast Media
• Molecular Imaging Agents
GE Healthcare PartnersGE Healthcare Equipment Finance
EdisonTM Intelligence Platform
*Excludes Biopharma. The sale of GE Healthcare Biopharma to Danaher is subject to customary closing conditions, including regulatory reviews and appropriate consultation processes, and is expected to be complete by 4Q 2019.
Business lines*
Offerings
Capabilities Nine Commercial RegionsOne Integrated Supply Chain
Global Services
Pharmaceutical Diagnostics
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Customer Revenue Optimization
HOW SALES HAS EVOLVED
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Customer Revenue Optimization
PREVIOUS APPROACH
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Customer Revenue Optimization
ASCEND TOGETHER WE RISE
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Outcome-Based Sales & Marketing Methodology & ToolsFoundation
Core PrinciplesOf Ascend
Invest time to deeply understand a key customer’s business & priority
challenges
PreparationInspire and nurture the team to connect customer challenges to
business outcomes
GuidanceAlign capabilities to customer
challenges with messaging that leads to, not with our solutions
Connection
Learning & Development Account Strategy Sales Manager Enablement Offering POV Creation
Activation Activities
Account GrowthValue to the Organization
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Customer Revenue Optimization
CADENCE
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Customer Revenue Optimization
DIFFICULTIES
ANY DIFFICULTIES?
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Customer Revenue Optimization
OVERCOMING DIFFICULTIES
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ACCOUNT PLANNING PROGRESSION
Accounts move through the levels as plans become
more sophisticated
LEVEL THEME
Foundation Building the enterprise map, core team &managing operating mechanisms to capture learnings
Established Validating enterprise maps & developing team actions for key objectives
Expanded Leveraging the Account Team to scale learnings & validate unit level Mapping
Connected Connect the dots from units to enterprise to develop insights and new opportunities
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Customer Revenue Optimization
REVENUE GROWTH
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Customer Revenue Optimization
SUCCESS
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ÁINE DENNCo-Founder & EVP
Q&A
ANDREW MIDDLETONAscend Global Program Director