webinar | zero to account plan in 6 contact hours
DESCRIPTION
The likelihood of winning business in an existing customer is 60-70% compared to 5-20% for new customers (source: Marketing Metrics). Yet when it comes to Account Planning, if we’re being honest, we often treat it as a chore to be avoided. Or, addressed once a year and then shelved until the following year. Billy Martin, Account Planning Evangelist and Senior Manager, Marketing Cloud at Salesforce, has seen serious return from a rigorous account planning structure. He’s willing to share key learnings including how to make Account Planning a natural part of a sales organization’s rhythm on a consistent path to maximizing revenue in Key Accounts. And how to go from Zero to Account Plan in six contact hours. Joining Billy is The TAS Group’s VP of Strategic Alliances, Mark Handron. Mark has been working hand-in-glove with Salesforce to roll out their Account Planning initiative worldwide. Watch this and gain insight to key takeaways to maximize revenue in your key accounts.TRANSCRIPT
Zero to Account Plan in 6 Contact Hours
© The TAS Group 2014
Before We Begin 1 You will receive a link to a recording of today’s webinar.
Watch for it in email.
2 The recording will also be available on our website thetasgroup.com, in the Resources section.
3 Enter your questions in the Questions box or tweet to @thetasgroup.
4 Join the conversation on Twitter: #AccountPlanning
© The TAS Group 2014
Billy Martin Sr. Manager, Salesforce Marketing Cloud,
Global Sales Enablement
Mark Handron VP Strategic Alliances
Maureen Blandford EVP Marketing
© The TAS Group 2014
maximize revenue from key accounts 53% + 41% gain access to key players 54% + 30%
Sales Reps who say they can … Increase quota attainment by …
Source: Dealmaker Index Global Sales Benchmark Study
uncover customer business problems 61% + 28%
We Know…
© The TAS Group 2014
Cost of Acquiring Business – Existing / New Customers
6 Times More Costly to Acquire
1x 2x 3x 4x 5x 6x
$1
$6
Source: (1) Marketing Metrics, (2) Bain & Company 50% 0%
Existing Customer
75% 25%
5% - 20%
Existing Customer
New
60% - 70%
New Customer
Probability of Winning Business – Existing / New Customers
Growth Matters
© The TAS Group 2014
Source: Account Planning in Salesforce, Daly 2013
The Customer Lifecycle
1. Prospect
2. Customer
3. Loyal Customer
4. ______________
© The TAS Group 2014
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer
3. Loyal Customer
The Customer Lifecycle
4. Former Customer
Billy Martin Salesforce Marketing Cloud Global Sales Enablement Team [email protected]
Corporate Landscape
BLUE Salesforce Org
ORANGE Salesforce Org
<10 ACCOUNTS
Single Account Growth Plan
<20 ACCOUNTS
Single + Multi Account Growth Plan / Portfolio Plan
>30 ACCOUNTS
Multi Account Portfolio Plan
Strategic Enterprise BU
Install Base BU
Enterprise BU
Our Slice of the World Top-Down and Bottom-Up Approach
Sol-Con
Biz-Con
CSM’s
BDR’s
Extended Team Participants
Tracking Impact on the Business Generating Pipeline and Driving Collaboration
250+ Portfolio Plans 180+ Growth Plans 4000+ Opportunities $600+M in Pipeline
The Account Executive’s Journey “Zero to Portfolio Plan” in Six Contact Hours
On Demand Videos
(1 Hour)
Hands-On
Build Webinar
(2 Hours)
1:1 Virtual Office
(1 Hour)
Self-Tweak Plan
(2 Hours)
On-Site Session (Optional)
(6 Hours)
Coaching and Peer Review
(1 Hour)
Present Plan to Leaders
(30 Minutes)
Maintain and QBR
LEARN PHASE APPLY PHASE
Whitespace = Like
Political Maps = Like
Key Program Goals
“Plan to Make Plan”
Clear & Articulate Strategy
Pipeline Coverage & Whitespace
Relationships
Strategic Objectives & Tactical Actions
How will you achieve your revenue goal for this account / territory?
Tracking and Coaching It’s all about coaching both management and sales teams.
In The Plan In Dashboards
Present Like (and To) an Executive Playbook for AEs and RVPs
Prescriptive Guidance and Coaching Set Expectations for Adoption
Frequency
The Play
Payoff
Game Plan
Ultimate Goal One Plan – One Tool – One Story
Lessons Learned What worked … and what we need to focus more on.
• Executive Sponsorship • Management Support • Team Collaboration • On-Site Workshops
• Driving Continued Adoption • Providing Quality Coaching • Supporting the High Touch Model • Tracking Lift from Planning Process
© The TAS Group 2014
Q A
Zero to Account Plan in 6 Contact Hours