EXAMPLE SALES RUN BOOKSelena Sol presents..selena@selenasol.comhttp://www.linkedin.com/pub/eric-tachibana/0/33/b53http://www.slideshare.net/selenasolmore templates for start-ups

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Like any functional department, sales & marketing can benefit from the clarity that is provided by a simple run book, which defines the rules & responsibilities as well as the strategically aligned operational goals of everyone in the group. The run book should be supported by regular reporting metrics that allow management to monitor progress against plan.

As with all Run Books, you would need to tailor the content for your own context. The key is, dont be ad-hoc in your approach to any business function. Be deliberate. Intuition, experience, and flexibility are great, but they should be leveraged after youve put in place a solid infrastructure to get maximum results.

This is an RFC: Id like to hear about any best practices out there that may not be reflected in this deck.

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we arewe will

we serve

we deliver

we differentiatea banking security consultancybe the regions leading catalyst for transforming next-generation security innovations into great solutions with global impact

customers who:are large or multi-national, but with head office in SGP or Hong Kongalready appreciate the value in investing in premium security focus on investment banking or corporate treasury

co-created security solutions that:drive business strategiesdelight end-customersdeliver sustainable ROIexceed expectations of regulators

by leveraging our consulting toolkit and innovation process that allows us to deliver high quality, repeatable engagements and our operationalized internal cultural program that allows us to attract and sustainably engage world-class intrapreneurs, entrepreneurs, & thought leaders

FIRM STRATEGY 101 FOR SALES EXECUTIVES POSITIONING & MESSAGING PRIMER

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STRATEGIC INTENT SALES & MARKETING GROUP2012 STRATEGIC INTENT - SALES

VISIONStart-up a professional sales and marketing function that can scale revenue by 3 in a sustainable and brand-aligned way

MISSIONDeploy formal sales & marketing infrastructureReposition (and re-price) as a premier provider with Channel Partners & end-customersHandover sales activities from Founders and Consulting Team to sales team

VALUESAligned, Partnering, Innovative

TACTICAL GOALS TO SUPPORT INTENTComplete rebranding exercise (including internal and external comms & collateral)Handover sales ownership/leadership to XYZDevelop and implement Channel Mgmt planDeploy CRM system to manage salesPut in place management reporting for salesHelp plan for required growth in man power capacity2013 STRATEGIC INTENT - SALES

VISIONOperationalize sales and marketing function that can sustainably scale revenue.

MISSIONReduce reliance on the Founders, XYZ team, and specific individualsHandover sales management & strategy function to XYZSupport execution of franchise model.Staff up

VALUESTrusted, Partnering, Energetic

TACTICAL GOALS TO SUPPORT INTENTHandover functional leadership & management to XYZImplement sales team management disciplines to support larger teamComplete formal documentation / knowledge base to support pre-sales activitiesCreate separate groups specialized for hunting vs. gathering revenueDevelop franchise plan

WHERE WE WANT TO GOHOW WE GET THEREOUR COMPASSWINS WE MUST DELIVERFIRM VISION: be the regions leading catalyst for transforming next-generation security innovations into great solutions with global impact

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2012 STRATEGIC PLAN

MARKETINGSALESCHANNEL MANAGEMENTSALES MANAGEMENTMISSIONDefine and champion our premium brand, unique value proposition, and specific market positioning.

BE KNOWN.

ACTIVITY LEADJack Welsh

CORE ACTIVITIESBrand definition & communicationProduct/Project pricingCommunications & advertisingBusiness developmentMISSIONSustainably grow revenue from new & existing accounts by 3 in 2012, while simultaneously improving margin per project and selling projects we can actually deliver.

GROW THE BUSINESS.

ACTIVITY LEADBill Gates

CORE ACTIVITIESLead generationLead qualificationManaging proposals/bidsNegotiate termsMISSIONSupport revenue growth through positioning-aligned partnerships with digital agencies, system integrators, and government players. WIN-WIN PARTNERSHIP.

ACTIVITY LEADBob the Frog

CORE ACTIVITIESPartner selectionPartner trainingIntegrated sales mgmt and pitchingOwnership of terms of engagementMISSIONEnsure that the sales team works efficiently and partners effectively with other internal groups, customers, channel partners, and mgmt/board to deliver sustainable growth. SUSTAINABLE SALES.

ACTIVITY LEADSelena Sol

CORE ACTIVITIESSales force automation (CRM)Management reportingSales Team sourcing, training, and operational managementSupport invoicing and collections

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CUSTOMER POSITIONING STATEMENTOur customers can be large or small, serve clients anywhere around the globe, and can be young or mature.However, because of our market positioning, an ideal customer will have the following characteristics, which make us attractive as a business partner:Already appreciate the value of investing in premium security solutionsThey should be positioned as premium brands themselves, and prioritize protecting and extending those brands

The product were building with them should be a strategic investment for them, not a campaign theyll throw away in 3 months.

As a result of the above characteristics, they will not be price sensitive

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MARKET POSITIONINGDifferentiation Point20122016USUSCompetitor ACompetitor CCompetitor BCompetitor DCompetitor EDifferentiation PointDifferentiation PointDifferentiation Point

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PRICINGRemoved from Deck

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CHANNEL / DISTRIBUTION PLANCHANNEL PARTNERSDELIVERY PARTNERSCHANNEL PARTNER POSITIONING STATEMENTWe have a very small internal sales team and, as such, Channel Partners, and the selection and cultivation of the right Channel Partners, are critical to the success of the firm. Selecting the right Channel Partners requires identifying Channel candidates where there is a clear win-win synergy between firms, where both firms target the same group of customers, and where competitive pressures are minimal.

PARTNERSTATEIMPORTCHANNEL PLAN (ACTION ITEMS)Partner 1Partner 2Partner 5Partner 6Partner 7Partner 8

PARTNERSTATEIMPORTPLAN (ACTION ITEMS)Partner 1Partner 2

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PIPELINEClick here to access Pipeline(hyperlink removed)

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*

----- Meeting Notes (21/12/11 16:46) -----Consolidation of internal resources. Filling up of key positions. Plan for FY 12 is in revenue development*