Research for Insight

Maximize Revenue in Key Accounts

Integrate for Velocity

Focus for Impact “Account Planning is the New Marketing”

Donal Daly, CEO The TAS Group

Your Account is a Marketplace

Your Account is a Marketplace

Create, develop, pursue, and win business that delivers mutual value

for you and your customer

Cost to retain existing and acquire new customers2

6 Times More Costly to Acquire

100% 200% 300% 400% 500% 600%

1$

6$

Account Planning helps Growth & Retention

Source: (1) Marketing Metrics, (2) Bain & Company

50%

0%Existing

CustomerNew

Customer

75%

25%5% - 20%

60% - 70%Likelihood of winning business in existing and new customers1

maximize revenue from key accounts53%gain access to key players 54%

uncover customer business problems61%

+ 41%

+ 30%

+ 28%

Some facts about Account Planning ...

Sales Reps who say they can … Increase quota attainment by …

Source: Dealmaker Index Global Sales Benchmark Study

The Customer Lifecycle

Source: Account Planning in Salesforce, Daly 2013

1. Prospect

2. Customer

3. Loyal Customer

4. ______________

The Customer Lifecycle

Source: Account Planning in Salesforce, Daly 2013

1. Prospect

2. Customer

3. Loyal Customer

4. Former Customer

How much does Price act as a driver of customer defection?4

Customer’s View

Vendor’s View

0% 25% 50%

25%

48%

Account Planning helps Growth & Retention

Source: (1) Marketing Metrics, (2) Bain & Company, (3) US SBA, US CC, (4) Rightnow Technologies

50%

0%CustomerService

Product

75%

68%25%

14%

Drivers of customer defection3

25%

Price

Imrana Ghani, Sales Operations Manager90% of sales managers do deal reviews in TAS.

Account Planning Matters

• Single view of customer

• Deeper understanding of customer’s business

• 25% greater average deal size

• 58% increase in win rate

Your Account is a Marketplace

To each of the Business Units in the account

Map penetration for each of your

solutions

To identify ‘White Space’

Patricia Elizondo, Senior Vice President

All the team players that collaborate on an account at Xerox ... have a common methodology to talk in the language of our customer.

When Large Companies Combine

• Common methodology

• Account collaboration

• Increase in trust

• 400% increase in pipeline

• $5 billion in potential contracts

3 Things to Consider

Research for Insight

Integrate for Velocity

Focus for Impact

Research for Insight

The impact on a customer of a bad buying decision …

is greater than the impact on a sales person of a lost sale

Impact on a Customer

fn (Business Problems, Business People)

Research for Insight

54%61%

Research for Insight

Impact on a Customer

fn (Business Problems, Business People)

What do you need to research / record?

Plan Goal, Overview, History, Resources, CSFs …

Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape …

Customer’s View, Exec Credibility, Cultural Fit, Customer Sat …

Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision …

Customer SWOT, Our SWOT (inc Competitive Landscape)

Research for Insight

Integrate for Velocity

Customer

Account Team + Execs

Salesforce.com

Sales Ecosystem

Integrate for Velocity

Focus for Impact

Importance to Customer

Imp

ort

ance

to

Us

Future PotentialCurrent Opportunities

Previous Business

Revenue Contribution Profit Contribution

Current Importance Future Importance …

Mutual Value

Segment the Account to prioritize the right Business Units

Segment the Account to prioritize the right Business Units

Focus for Impact

Focus for Impact

Value to Customer

Val

ue

to U

s

Short term revenueFuture Revenue

ProfitabilityDegree of RiskStrategic Value

Revenue GrowthCost SavingsProject Risk

Customer Satisfaction

Mutual Value

Select the right opportunities

Focus for Impact

About Trust

Nothing Else Matters1

About Trust

Trust Determines Your Role in the Process

Measure

Results

Implement

Negotiate and

Sign Contracts

Prove the

Concept

Evaluate

Products

Initiate a

Project

Establish

Initiatives

Assess the Drivers

Trusted Advisor

Problem Solver

Credible Source

Vendor

12 Elements of Great Account Planning

Action OrientedRegular CadenceSocial and Collaborative

Measurable

Customer Focused

IntegratedResearch Based Targeted

Aligned toBusiness Strategy

Map People and Influence

Trust White Space

Account Planning in Salesforce

The Account Planning reference guide for companies who use Salesforce.com

“Companies around the globe are transforming the way they connect with customers. Account Planning in Salesforce contains valuable advice on how to use Account Planning methodology in Salesforce to accelerate revenue growth.”

Ron Huddleston, SVP Salesforce.com

Maximize revenue from key accounts. Map solutions to customer’s business drivers, discover white space, grow wallet share and manage actions. Make account planning part of your DNA.

Introducing ...

Cover all business units in the account

Map penetration for each of your

solutions

Identify White Space

Identify the most important plan units – important to us and to

the customer

Map each of the customer’s

business units

Configurable scoring system determines

the plan units for you to focus on

Map the buyer’s Goals, Business Drivers,

Initiatives, and Critical Success Factors.

Attach business drivers to individuals

Read / write reporting lines from

Salesforce

Drag & Drop to change

reporting lines

Color shows friend or

enemy, weak or strong

Detailed attributes describes each

person

Smart coaching advises on risks and

vulnerabilities

Prioritize and focus on the highest value

opportunities

Prioritize and focus on the highest value

objectives and actions

Make sure the plan is complete

Collaborate with the team on Chatter

Use the Scorecard to make sure you are on track to hit your goals

Integrate your opportunities

With your opportunities in

Salesforce

Pull multiple plans together to get a full

picture of your market