Sales & Marketing Management Best Practices...W724 - Sales and Marketing Management: Best Practices...

May, 2002

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Manufacturer Alliance Program (MAP)

(c) 2002 Taylor Market Media Group

W724 - Sales and Marketing Management: Best Practices Using Sales Management PlusPrerequisite: None

In this session you will learn how to use Sales Management Plus to analyze your customers, identify best opportunities, select the right target accounts, set up effective customer segmentation, execute target marketing and measure results. The result: plans that get executed, measured, and drive real sales revenue.

Wednesday, March 21, 2007, 5:00 p.m.

3/2/2007Taylor Market Media Group 2007

Manufacturer Alliance Program

Sales & Marketing ManagementBest Practices

2007 Summit Conference

May, 2002

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Sales Management PlusThe Integrated Solution to CRM, Marketing & Analytics

2007 Summit Conference


• Revenue is what all else isbased on in any business

• Effective and active management of sales and marketing efforts is a critical success factor to a company’s survival

• Without the proper tools and processes, effective and active management of sales and marketing efforts is a difficult, time-consuming job

• The result is that little or no actual management of sales and marketing takes place in many companies

Best Practices for Sales & Marketing ManagementThe Key for Success

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Think about the primary objective of your job as a Distributor. Isn’t the objective to sell products?

Ideally, it is selling the right products to the right customers at the right price.

To get these results you must align your salespeople, marketing department and suppliers to produce sales results?



1. Analyze market, review sales performance

2. Target opportunities

3. Communicate with personalized media

4. Pursue project opportunities

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• Centralize all your customer intimacy knowledge

• Allow your team access to key customer information

• Make it easy to understand and use

• Empower your team


Jack Welch, Chairman and CEOGeneral Electric from 1981-2001

"In highly competitive markets, you must gather your customer intelligence and act on it before your competitor does. I see enormous value in integrated solutions because they reduce the time-to-implementation of campaigns. This is key to our strategic goal of growing our organization organically by increasing revenue through cross-selling and up-selling our existing customer base."


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Sales Managers Face Critical Market Challenges

• Margin compression

• Increased competition for the end customer

• Traditional and new channels

• End customer expectations are growing

• Better understand their business needs

• Deliver solutions that meet those needs

• Proactively market products based on customer needs

• Value-add proposition is being challenged by end customers and manufacturers


The Key to Successful Sales Management

• Is the ability to leverage all the customer intimacy that exists within your organization… from outside sales and insides sales to the transactional data in your business system and make it accessible and pertinent to those using the data… your sales and marketing departments

• Sharing and executing based on the total customer knowledge is the key

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Sales People Today Are Also Being Challenged

• Timely, actionable customer information

• Increased competition for the end customer• Traditional and new channels

• End customer expectations are growing• Understand their business

• Deliver solutions that meet their needs

• Must do more with less


Distributors Are Being Challenged to:

• Add value to customer’s business

• Improve responsiveness

• Streamline processes

• Increase customer satisfaction

• Increase customer retention

• Build and enhance customer relationships

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• In today’s ever increasing competitive environment it is even more important than ever to establish an effective Sales & Marketing Database for your organization.

• Sales & Marketing Management can leverage your Sales & Marketing Database solution to increase Sales and Profits


Sales & Marketing Database

• Allows you to empower your team to focus on the customer

• It makes managing customers, opportunities, activities, and marketing campaigns easier than ever before

• It should complement and enhance your existing business planning and processes

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Best Practice – Data Infrastructure

Combines financial data from your existing accounting software with client contact information and activities.

Makes it easier to manage your business processes, frees up time to execute better, faster and more frequently with less effort.

Leverages the investment in your existing business system to help drive Sales & Marketing

Focuses your efforts on the execution… the data mining & intelligence gathering is already done for you



Major components

A single, multi-user collaborative system for your

entire sales process

Manage marketing lists, activities and execution of campaigns

target market

Gain unique insight into the

precise information you need to run your

business

Sales Marketing Analytics

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• Contact management• Target marketing• List management• E-mail campaign execution• Activity management• Advanced forecasting• Target account planning• Advanced analytics

Target and communicate to customers and prospects for your specific product sales opportunities


Sales & Marketing Database• Sales

– Rollup Sales By: Sales Person, Branch, Region, Multi Co

– Detailed Sales Breakout per Customer

– Project / Opportunity Tracking: Track & share all significant projects

– Activity Tracking

– Vendor Management: Analyze and Target Accounts by Vendor

– Identify up-sell, cross-sell opportunities

– Set Goals & Potentials

• Marketing– Measure Success of Marketing Campaigns

– Import and Track Prospect Accounts as well as Existing Accounts

– Target Marketing by Vendor, SIC, Region

– Create Marketing Lists for on-going marketing campaigns

– Decrease Marketing Costs through the use of E-mailers

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Sales & Marketing DatabaseScalable and Flexible

SalesSalesManagementManagement

Location 2Location 2BusinessBusinessSystemSystem

InsideInsideSalesSales

Outside Outside SalesSales

MarketingMarketingManagementManagement

Integration withIntegration withMS OutlookMS OutlookMS WordMS WordMS ExcelMS Excel



SalesSales& &

MarketingMarketingDatabaseDatabase

Internet AccessibleInternet Accessible


Let’s Back Up a Minute…

Why a Sales & Marketing Database ?

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Why Adopt?

• Everyone needs more hours in the day…it adds critical hours back to everyone’s day

• Everyone needs to work smarter, not harder…it adds intelligence and insight to everyone’s efforts

• Teams need to leverage all their players strengthsit pulls the whole team together on a single game plan


Powerful Capabilities For All Sales and Marketing Functions

• Sales managers, salespeople

• Marketing managers and coordinators

• Product managers

• General managers

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Increase your sales through Account AnalysisNeatly summarized and informative insights regarding your business’s performance, strengths and weaknesses.

Increase your sales through Targeted MarketingThe ability to easily focus your sales and marketing efforts on targeted qualified accounts based on historical sales data.

The Result is

Twofold


The Sales Process

• The most effective sales organizations have a formal sales process that all sales reps are trained on and expected to use in the field.

• These processes are constantly reviewed for effectiveness and changes are made continually to optimize performance.

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Review & Measure Results Execute Plan

Set Goals

The Sales Process

Identify Opportunities


People Respect What you Inspect!

• Formalize your sales review process

• Schedule regular review meetings

• Be consistent!

• Ask the same questions

• Your team will rise up to the challenge

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The Sales Process Company Benefits

1. Documented accountability of sales team

2. Tool to coach people. No one can hide –Transparency.

3. Ease in bringing on new sales reps.

4. Decrease of sales cycle.

5. Increased efficiency and organization.


Goal – Grow Your Market Share

Grow Market ShareIdentify Potential within Existing AccountsTarget Marketing – Reach those C (House)

AccountsIdentify Potential New Accounts – Follow up on

leadsSales & Marketing Functions - Streamline &

Spend more time on new opportunities

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Best Practices to increase Sales & Marketing effectiveness

• Analyze Your Customers:– Who’s Up– Who’s Down– Fill the Holes

• Identify Your Best Opportunities

• Select the Right Targets Accounts

• Set Up effective customer segmentation

• Execute Target Marketing

$$$

SMP


Best Practice For Sales Management

• Sales meeting: Sales review

• Sales meeting: Opportunity / Project tracking

• Sales meeting: Target account tracking

• Field sales review

• Vendor review

• Customer review

• Business Planning /Forecasting / Goal Setting

• Measuring against forecast

• Identify up-sell / cross-sell opportunities (Fill the Holes)

• Territory analysis

• Custom Incentive Program review

Back to SMP In Action slide

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Segment your Product Data

Level 1

Level 2

Level 3

Level 3

Level 3

To enable targeting at up to 3 levels in a hierarchy….

Product Categories

Brands or Types


Manage Customer Information

Manage Contact Information

Profile Customer and Contacts

Manage Marketing List

View Sales History

Add, Edit tasks for Customer

View Projects for Customer


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Increase Sales Through Focused Marketing

From your Marketing Department

Directly from you

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Monthly E-Newsletter

Increase brand awareness

Custom header including logo and newsletter title

Send out the e-mailer per your schedule

Individually addressed…

Reap the benefits of timely and consistent communication with your customer base

USE YOUR CO-OP FUNDS…


Let’s Go For A Test Drive….

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Best Practices Demo

• Business Analysis

• Business Comparisons

• Sales Management

• Target Account Planning

• Opportunity & Activity Tracking

• Goals & Potentials

• Marketing Automation


Customer Management

Contact Management

Sales Review & Analysis

Sales Details

Activity Tracking

Project Tracking

Misc Info

Links

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Customer Management: Sales

Compare• Previous Year Sales,• YTD Sales,• GP%• Potential Sales

By Product Line


Customer Management: Contacts

Phone and e-mail addresses and

permissions

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Customer Management: Contacts With Lists

Custom Marketing

Lists


Customer Management: Contacts With Standard Lists

Customer Interests… Interests can be

customized!

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Product Volume Specs

Competitor Targeting &

Miscellaneous

Target Marketing & Joint Account Planning

Type: Industrial Customers

Product: Wiring Devices Sort on Unrealized

Potential


Tie-In Selling and Marketing: Business Comparison

Type:OEMs (3500-3600)

Find Everybody that bought $1,000 of Enclosures but less

than 10% of that in Fuses

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Tie-In Selling and Marketing: Save a List Specification

Click “Mailers” to Save a List


Output A List

Print

LabelsMailMerge

EmailExcel File

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Generate a Personalized E-mail

Image

Logo

Links

Introductory Text

Personalized Salutation

Body Copy


Project Management

Activities

Notes

Products Other Involved

Customers

Influences Other Sales People

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Building your monthly e-Newsletter

1. Set Up List

2. Check off Content

3. Add personal message4. Schedule

5. System Configures &

Sends

6. Customers Opt-in, Opt-Out


1. List Manager – manages recipient list

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2. “Check” This Out!

1. Check off desired products from content library

2. System adds to newsletter

Content On Demand Product Selection Page


3. Add Company Message

Header

Body

Link

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4. Schedule It

• View, Edit and Schedule

• Create an entire year’s schedule in a day

• Flexible, effective,easy to use


5. Configure & Send The E-mail!

• Menu

• Company News

• Product Briefs from Content Library

• Opt-In/Out, ability to sign up for more lists on bottom

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6. Customers Opt-In / Opt-Out


a Sales & Marketing Database!

YOUROrganization

Had

THINK What You Could Do If…

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Proactive Sales Management is Critical For Success!Revenue is what all else is

based on in any business

• Give your team the Critical Sales & Marketing Database Platform required for a successful Sales & Marketing Management Processes

• We have a proven track record with your peers & would welcome an opportunity to work with you on this initiative


So how do you get started?

1. Make a commitment

2. Find solutions

Demographic Specs

Product Volume Specs

3. Start the Implementation

We’ll send out An

Implementation Package…

May, 2002

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Sales Management PlusThe Integrated Solution to CRM, Marketing & Analytics

2007 Summit Users Conference

THANK YOU

Visit us at BOOTH # 4


Thank You for Attending

• W724 - Sales and Marketing Management: Best Practices Using Sales Management Plus

• Please submit the Session Feedback Form– To receive NASBA credits, please be sure to

complete the Session Feedback Form and sign the class roster in the back of the room

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Sales & Marketing Management Best Practices...W724 - Sales and Marketing Management: Best Practices...

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