WHERE TO FIND ONE MORE DEAL TO MAKE THE QUARTERRESILIENT REVENUE.COM

ANNE JACKSON

WHERE TO FIND ONE MORE DEAL TO MAKE THE QUARTER

EXECUTIVE SUMMARY: TARGETING THESE CLIENTS WILL MEASURABLY IMPACT YOUR REVENUE

• The best place to find revenue late in the quarter is

to identify your under served inactive, large clients

• Why bother?

• Even with 1000's of clients buying, I've seen cases where a • Even with 1000's of clients buying, I've seen cases where a

couple of these clients buying measurably impacts revenue

• If there is something systematic going on, you need to

address it or next quarter will also be a struggle

• Large, inactive clients are the best source of near term

revenue

EXECUTIVE SUMMARY: TARGETING THESE CLIENTS WILL MEASURABLY IMPACT YOUR REVENUE

The best place to find revenue late in the quarter is

to identify your under served inactive, large clients

Even with 1000's of clients buying, I've seen cases where a Even with 1000's of clients buying, I've seen cases where a

couple of these clients buying measurably impacts revenue

If there is something systematic going on, you need to

address it or next quarter will also be a struggle

Large, inactive clients are the best source of near term

AGENDA

• Which customers to target: large, inactive customers

• Why are these customers inactive:

• Ready to buy and waiting for you to call

• New boyfriend

• Disruption (alternative)• Disruption (alternative)

• Customer satisfaction issue

• Oversold

• Forgotten

• Have their own problems and can’t buy right now

• How to: analysis to find these customers

• Summary

Which customers to target: large, inactive customers

WHICH CUSTOMERS: LARGE, INACTIVE

• Large, existing customers who have not

bought recently.

• These clients:

• Already have a strong relationship with you• Already have a strong relationship with you

• Already know and like the product

• Likely have an internal champion who can help

find another use case

• If a deal happens, there is a high likelihood that

it will be a large deal

WHICH CUSTOMERS: LARGE, INACTIVE

Large, existing customers who have not

Already have a strong relationship with youAlready have a strong relationship with you

Likely have an internal champion who can help

If a deal happens, there is a high likelihood that

WHY INACTIVE: READY TO BUY

• It’s been a while since their last purchase and

they are ready to buy again

• These clients:

• Need to have seller assigned• Need to have seller assigned

• May look ready but actually there is an underlying

problem (see next pages)

• If there is a systematic problem, you may need to

create a “program” (a targetted set of marketing,

sales, support activities) for these clients

WHY INACTIVE: READY TO BUY

It’s been a while since their last purchase and What is

your client's buying pattern

May look ready but actually there is an underlying

If there is a systematic problem, you may need to

set of marketing,

WHY INACTIVE: NEW BOYFRIEND

• Your competitor has gained a foothold and

net new sales are going there

• These clients:

• Need attention to maintain existing footprint• Need attention to maintain existing footprint

• Need to be categorized as either "lost cause" or

"win back"

• If there are a lot of these, you need to take steps

with entire client base and possibly make changes

to your product to prevent further attrition

WHY INACTIVE: NEW BOYFRIEND

Your competitor has gained a foothold and

Need attention to maintain existing footprintNeed attention to maintain existing footprint

Need to be categorized as either "lost cause" or

If there are a lot of these, you need to take steps

with entire client base and possibly make changes

to your product to prevent further attrition

WHY INACTIVE: ALTERNATIVE

• Your customer has found another way to address

their need

• These clients:

• Need attention to maintain existing footprint

• Need to be categorized as either "lost cause" or "win

back"

• This is different from competitors because it means the

whole market is shifting and possibly disrupting (you

can be the best buggy whip maker but that doesn’t do

much good if the world has moved to cars).

WHY INACTIVE: ALTERNATIVE

Your customer has found another way to address

Need to be categorized as either "lost cause" or "win

This is different from competitors because it means the

whole market is shifting and possibly disrupting (you

can be the best buggy whip maker but that doesn’t do

WHY INACTIVE: CUSTOMER SATISFACTION ISSUE

• Your customer has an unresolved customer

satisfaction issue which is preventing

further expansion of your product footprint

• These clients:• These clients:

• Need attention from support or product teams

to resolve

• Is this a resolvable issue?

• If issue is pervasive, is the customer sat issue a

sales issue, a support issue, or a product issue?

WHY INACTIVE: CUSTOMER SATISFACTION ISSUE

Your customer has an unresolved customer

further expansion of your product footprint

Need attention from support or product teams

If issue is pervasive, is the customer sat issue a

sales issue, a support issue, or a product issue?

WHY INACTIVE: OVERSOLD (SHAME ON YOU!)

• Your overly effective sales team has sold more to this customer than they possibly need

• These clients:

• Have over bought, leading to no further sales opportunitiesopportunities

• Are potentially not being called on by sales given lack of opportunity giving a competitive opening

• Have a high potential for customer sat issues

• You will need to help these customers find meaningful projects to absorb the excess product

WHY INACTIVE: OVERSOLD (SHAME ON YOU!)

Your overly effective sales team has sold more to

Are potentially not being called on by sales given lack of

You will need to help these customers find meaningful

WHY INACTIVE: FORGOTTEN (SHAME ON YOU!)

In the various organizational and personnel changes, this customer got

These clients:

Haven't seen you in a while so likely they have also had changes on their end Haven't seen you in a while so likely they have also had changes on their end Assume the relationship needs to completely restart

Are an unknown situation. Your sales team will be walking in blind and may find competitors infringing and/or customer sat issues

Customers fall off the radar for a wide variety of reasons but reconnecting often takes a lot of time and effort on the part of the sales team and may require focused attention from both marketing and support organizations as

WHY INACTIVE: FORGOTTEN (SHAME ON YOU!)

In the various organizational and personnel changes, this customer got

Haven't seen you in a while so likely they have also had changes on their end …. Haven't seen you in a while so likely they have also had changes on their end ….

Are an unknown situation. Your sales team will be walking in blind and may find

Customers fall off the radar for a wide variety of reasons but reconnecting often takes a lot of time and effort on the part of the sales team and may require focused attention from both marketing and support organizations as

WHY INACTIVE: COMPANY HAS OWN PROBLEMS OR CHANGES

This customer has internal issues or changes

These clients:

May be going out of business or have a temporary business challenge

May have an organizational change which resulted in your champion no May have an organizational change which resulted in your champion no longer in the position to champion you

Depending on your exposure to a given company or industry, these may present a significant revenue risk to your organization.

There is a “natural” customer attrition that is outside of your control and structuring your business to weather these issues is an important part of resilient revenue.

COMPANY HAS OWN PROBLEMS

May be going out of business or have a temporary business challenge

May have an organizational change which resulted in your champion no May have an organizational change which resulted in your champion no

Depending on your exposure to a given company or industry, these may present a significant revenue risk to your organization.

There is a “natural” customer attrition that is outside of your control and structuring your business to weather these issues is an important

HOW TO: INACTIVE, LARGE CLIENTS

To create a list of inactive, large clients to target, use your basic ledger data for each customer – the revenue generated by each customer

Take 3-5 years of revenue data by client

• Sum across years to create a total rev/client

• Order from largest to smallest and take top 10-20% of clients• Order from largest to smallest and take top 10-20% of clients

• Filter so you only see clients that haven't bought in last year or so (adjust this based on your customers buying patterns)

• Check this list against your sales pipeline and any client not in pipeline is your target list

For each client you identify as a target, identify why they aren’t buying. You should end up with a short list of targets with a set of concrete actions to transition these clients from “inactive” to “active”.

HOW TO: INACTIVE, LARGE CLIENTS

To create a list of inactive, large clients to target, use your basic ledger the revenue generated by each customer

Filter so you only see clients that haven't bought in last year or so (adjust this

Check this list against your sales pipeline and any client not in pipeline is your

For each client you identify as a target, identify why they aren’t buying. You should end up with a short list of targets with a set of concrete actions to

SUMMARY: FINDING ONE OF THESE CLIENTS WILL MEASURABLY IMPACT YOUR REVENUE

• The best place to find revenue late in the quarter is

to find an under served inactive, large client

• Why bother?

• Even with 1000's of clients buying, I've seen cases where a • Even with 1000's of clients buying, I've seen cases where a

couple of these clients buying measurably impacts revenue

• If there is something systematic going on, you need to

address it or next quarter will also be a struggle

• Large, inactive clients are the best source of near term

revenue

SUMMARY: FINDING ONE OF THESE CLIENTS WILL MEASURABLY IMPACT YOUR REVENUE

The best place to find revenue late in the quarter is

to find an under served inactive, large client

Even with 1000's of clients buying, I've seen cases where a Even with 1000's of clients buying, I've seen cases where a

couple of these clients buying measurably impacts revenue

If there is something systematic going on, you need to

address it or next quarter will also be a struggle

Large, inactive clients are the best source of near term