anatomy of a world class sales organization - lenati · anatomy of a. world class sales...
TRANSCRIPT
How Do You Define World Class Sales Organizations?
87% of sales representatives are achieving quota
17% year-over-year increase in sales revenue
7% year-over-year improvement in lead conversion rate
Win/loss performance improvement of >6% year over year*
*Source: Aberdeen Group
3
Sales Organization Top Challenges
Increasing overall sales effectiveness
Sales process is not aligned to the buyer journey
Sales analytics are not defined or do not align to current goals
Sales and marketing are not in alignment
Lack of tools and resources to enable efficiencies
Source: Forbes
What Are Key Characteristics Of A World Class Sales Organization?
Sales is recognized as a critical component of how the company creates value for clients
Clearly defined sales strategy
Manage sales as a process
Manage the right metrics
Coaching is a business imperative
Sales models vary across industries, company size and maturity, but there are key building blocks for designing a sales strategy and questions you must answer to be successful:
BUYER JOURNEY
FUNCTIONAL ALIGNMENT
PROCESS ENABLEMENT
What content, resources, tools and training do you need to enable your sellers?
Who are your customers and where are your opportunities?
How do your customer’s buy and who do they buy from?
What are the ideal sales channels based on the customer journey? What sales roles need to be created?
What are the key activities and sales stages to align to the customer journey?
Anatomy of World Class Sales
METRICS MANAGEMENT
What are the key metrics to benchmark and track to enable proper behavior?
Buyer Journey MappingAs a customer-centric representation of the decision making and purchase process, a Buyer Journey Map supports the development of the desired experience current and/or prospective customers have with a company, brand or product.
Buyer Journey Maps typically capture:
Customer needs, objectives and
motivations
Stages of purchase decision and key
triggers
Influences and influencers that shape customer
perceptions at each stage
Barriers to positive customer
experiences and successful
interactions and transactions
Enablers and amplifiers that nudge customers along the decision making or
purchase path
Touch points and interactions w/
brands and productsExperiences with the company/brand/prod
uct post-purchase
From Buyer Journey to Sales Process Building an effective Sales Process requires molding activities, engagements and content around customer buying needs as they progress through their journey.
Major Steps Framework Outline sales activities
that will meet the needs of the buyer
Build an engagement plan around desired touch points
Detail assets and sales enablers that will support key activities and engagements
Define the milestones and gates needed to win
Sales Model DesignDetermining how you will deploy sales resources starts with a deep understanding of how your customers buy your product and the needs of the sales model to address that buying journey. By defining customer and product category expectations, we can prioritize strategic, expected outcomes as well as top-level business objectives.
Inputs Requirements
SALES PROCESS
BUYER JOURNEY BUYER JOURNEY SPECTRUM
Custom SolutionsLow SubstitutesComplex Value
COMPLEXSOLUTION
BASEDStandard ProductMany SubstitutesSimple/Easily Understood
SIMPLETRANSACTIONBASED
Identifying team structure based on segmentation needs
Components
TEAM DESIGN ROLE ALIGNMENTTEAM SEGMENTATION
PRODUCT
FUNCTION
TECH
Specifying roles by a combination of: Discrete Function
(prospect/qual), Product
Specialization (new launches, emerging)
Technical expertise (deployment, pre-sale)
Grouping salespeople based on a segmentation strategy
Enterprise
Mid-Market
SMB
FIELD
INSIDE
CHANNEL
Enablement
RESOURCES
TOOLS
TRAINING
With a clear definition of the buyer, the roles, and the sales model – ensure that sellers have the right content, tools and resources at each stage of the buyers journey, focusing on improving customer experience as well as seller efficiency.
Develop content and assets that align to the sales process and support key activities
Identify technology tools that support the sales process and provide sales analytics
Implement training to develop skills and enhance learning
Metrics Management
• Design effective tools for tracking and communicating progress
• Provide a measurement system that allows executives to monitor performance and trends
• Map results to actionable programs to close gaps
To be world class, sales organizations must be built on a culture of data. Identify key drivers for reaching your strategic objectives and translate them into measurable targets so you can monitor behavior and execute data driven decision making that allow for changes that influence results.
DATA CULTURE
SUCCESSMETRICS
PERFORMANCE MANAGEMENT
TRACKING & REPORTING
Key Performance Indicators
Performance Dashboards
Sales Analytics
• Define performance goals and set KPI target values
• Link sales performance to business goals
• Define evaluation criteria for sub-standard, acceptable and excellent
• Design and implement repeatable process for collecting measurements and performing KPI calculations
• Identify repeatable process for updating and publishing
• Develop health audits to ensure continuous revenue improvement
• Understand critical levers for long term growth
• Identify and react to opportunities and threats for your business
How Do YOU Achieve World Class Status?
1. Map the buyer journey: Segmentation and buying process
2. Define the sales process: Align to the buyer journey
3. Outline functions and roles: Design sales model structure
4. Implement enablement: Resources, tools and training
5. Define metrics: Determine goals and KPIs to provide data driven insights and decision making
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