keynote: competitive sales-enablement not your father’s ci...
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BUSINESS FORECASTING AND INNOVATION FORUM 2015 September 17-18, 2015 – Boston, MA
September 18, 9:45 AM
Keynote: Competitive Sales-Enablement – Not Your Father’s CI Program
Tools, tactics, and techniques that win internally and externally Ed Allison, Managing Partner and Founder at Compelligence, Inc.
Working to change the way companies compete and win, Ed Allison is the Managing Director and co-founder of Compelligence, Inc. a competitive, market and sales intelligence platform.
Ed previously served as a competitive team leader at Cisco Systems, Symbol Technologies, Juniper Networks and Polycom. In his most recent engagement, Ed helped Polycom, the leader in video communications, grow from a $1B to a $1.4B annual sales. Ed Allison brings a history of front line competitive experience. He's a practitioner, not a theorist, of competitive, market, and customer intelligence leadership at large, marketing-leading technology companies. Ed developed analysis and strategy techniques as a military officer in the U.S. Army (Signal Corp) and has adopted those techniques to strategic planning and sales effectiveness.
View presentation online at: www.businessforecasting2015.com
Competitive Sales-EnablementNot your father's CI Program…
Ed Allison
Compelligence, Inc.
Tools, Tactics, and Techniques that win internally and externally
Ed Allison
• Education: Computer & Management Science
• US Army: Captain• Career
– Cisco Systems– Symbol Technologies– Juniper Networks– Polycom– Compelligence– Speaker
Rules of the road…
Information Compelligence
Compelligence, Inc.
Increase your win rates
Analysis… Where did it begin?
Why this topic?
Competitive Intelligence (CI) history
The Competitive Intelligence Methodology
CI - What people think about?
Historic view of CI practice
The best intelligence in the
world is of little use if it is not
presented in a manner that
makes it credible, compelling
and relevant for senior
executives.
- Ken Sawka
Outward Insights (now Fuld)
Is CI a growth industry?
Is there hope? Can CI be valuable?
Revenue: The Killer Metric
Organizational satisfaction with CI
The new approach…
Analysis
Techniques
Organizational
Competitivenessvs.
The Intelligent Organization
Intelligence cannot be utilized
only by executives but must be
used by all teams regardless if
you are designing and building
offers, selling them, or leading
the organization that does.
- Edward Allison
Compelligence, Inc.
Organizational Competitive AssessmentM
arket Share
Technology, M&A, Vision, AOPCorporate Strategy
Improved CAP / GAPInnovation
(Solutions/ Products / Services)
Marketing Preference, Brand, Offers
Sales Win / Loss Ratio
GeneralIncreased Competitive Knowledge and Culture
Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Includes BoD
Deliverables News Responses & Diff Campaigns & GTM Predictive Tactical to Strategic
Sources Public Field / Customers Research Projects Predictive Analysis Customized
Systems Non / Free M.S. / Web / CRM CIMS Advanced Dist. Financial
Investment Part-time Minor Full-time Competitive Team Sr. Leadership Board Reports
Competitive Organization Worksheet
Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Including the BoD
Deliverables News Alerts Responses & Tools Campaigns & GTM Predictive Analysis Tactical to Strategic
Sources Public Field / Customers Analyst Firms Research Projects Customized / Mixed
Systems Non / Free MS. / Web / CRM CIMS Advanced / Custom Integrated / Custom
Investment Part-time Minor Full-time Competitive Team Sr. Leadership Board Reports
_____________Total:
_____________Culture:
_____________Deliverables:
_____________Sources:
_____________Systems:
_____________Investment:
15
20
25
1 2 3 4 5
5
10
Competitive Team Structure
• Executive Sponsor
• Centralized Leader (Director or above)
• Technical Research
• Analyst / Marketing Research
• Corporate Liaisons
• Champions Network - Field
• Competitive Program Steering Committee
• External Advisor / Analyst / Coach
Level 2 Competitive Sales Enablement
•Typically would have a Sr. Sales leader as sponsor
•Quarterly Competitive Steering Committee Meeting would
include a specific section for Competitive Win / Loss
•Deliverables would include Competitive Responses,
Competitive Sales-Guides and Win / Loss Reports
•Field participation would be strong
•Customer win / loss could be involved
•CRM Integration is likely and CI Team Members are users
•CI Team is formally recognized with possibly one or more
fulltime members
Sales Enablement
• The activities, systems, processes and
information that support and promote
knowledge-based sales interactions with
client and prospects.
Competitive Sales Enablement
•The activities, systems, processes and
information that support and promote
knowledge-based sales differentiation leading to
increased customer trust, win rates and an
increasingly competitively capable organization.
Compontents of Competitive Sales Enablement
•Customer Analysis
•Win / Loss Research
•Competitive Landscape
Analysis
•Technical Analysis
• Industry Analysis
•Pricing / Value Analysis
•Competitive Battle Cards
•Executive Sponsorship
•Competitive Champions
•Competitive Deal Support
•Competitive Training
Events
•Communications
• Information Packaging
Win / Loss Analysis
Win Loss Analysis & Win Loss Reviews
•Win loss analysis is a forensic market research
exercise that focuses on de-constructing how companies
market and sell their products and services from the
prospect's perspective. The process typically entails
conducting extensive telephone interviews with new
clients or lost prospects.
•Win Loss Reviews … same, but internal.
Win Loss Reviews
This unique and authorative text
from the Microsoft Executive
Leadership Series focuses on
gaining actionable competitive
insights through the scalable
process of quickly and
effectively capturing win and
loss information from those
directly on the front lines who
have the clearest view of the
action - the sales force.
• Andrew Beurschgens on
August 20, 2011
Typical Win / Loss Report
Win Loss Analysis Example
-
2,000
4,000
6,000
8,000
10,000
12,000
Why We Win Government (Non USA)
Transportation
To be Determined
Telecommunicationequipment/ servicesTelecom
Technology
Technology
Systems Integrator
State & Local Government(USA & NoService Provider
Pharmaceuticals
Petroleum
Petroleum
Other
Manufacturing
IT Consulting/Services
Information Technology
Hospitals
Higher Educ(University/College)
Tools Example: Primary Intelligence
Win Loss Dashboards - Trends
Common Problems
How do you solve these problems?
• Help them win deals
• Lower the cost to participate
• Timeliness
• Incentives
• Culture
• Value both Win and Loss
• Use the information
• Be accountable
Win / Loss & Opportunity Lifecycle
Lead Opportunity Deal Customer Service
Win Loss Research
Win Loss Research
Typically stored in a
document or presentation
and presented during
business reviews to
leadership
Should include transaction research in a more timely manner.
When complete should be delivered to
• Sales (Sales-helping-sales)
• Marketing
• Product Management
• Leadership
Should be stored in an information system to support trend analysis
Additionally should be included in dashboards for executives.
• Low frequency
• Interview based
• High Cost
• Impact Sales Process
• High volume
• System based
• Low cost
• Min. Sales Process
Impact
Compelligence Win / Loss
Research meets Twitter
Going beyond observation:
Early Warning Analysis
Trend 1
Report / Dashboard
Trend 2
Trend 3
Win EventNewsLoss CustomerEnvironmental
Monitoring System
Help them win: Battle cards
Battle Card Definition
A type of sales tool that presents information to a
sales person to enable fact-based specific
differentiation vs. a competitor or competitors.
Example: Static Battle Card
Typical Tools – Excel, PowerPoint
Dynamic / Machine Analysis
Common Problems
Competitive Differentiation
Dynamic Battle Cards
Intelligent Virtual Agents
Transaction Data &
Intelligent Win / Loss Analysis
What are the keys to Battle Cards
• Messaging and Positioning
• Relevant
• Timely
• Fact Based
• Dynamic
• Short
A practical application of sales interaction
Competitive Analytical Reports: Executives
Example: Competitor Threat Dashboard
Access and Reporting (More) Analytics
Example: Competitor Threat Dashboard
Example: Competitor Threat Dashboard
Example: Competitor Threat Dashboard
Real World Intelligence: Fall of the Soviet Union
Competitive Analysis … Analytics
FAROUT Methodology
• Future Oriented
• Accurate
• Resource Efficient
• Objective
• Useful
• Timely
Analytics is required to face a new changing Competitive Landscape
What is an Analytical Competitor
Extensive use of data,
statistical and quantitative
analysis, exploratory and
predictive models and fact-
based management to
drive decisions and actions.
Questions…