The Missing Link in Account Planning – Customer Collaboration

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The Missing Link in Account Planning – Customer Collabora9on Presented by: Mark Kopcha, President & CEO, Revegy


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Welcome

Revinar /rev-‐uh-‐nahr/ 1. a webinar series dedicated to sales planning and execuBon pracBces which drive revenue


•  Why Account Planning

•  Why Customer CollaboraBon is ore important than ever

•  Quick look back at our previous two webinar’s

•  The Missing Link – Customer CollaboraBon

•  Summary

•  Q&A

Agenda


WHY ACCOUNT PLANNING

Account SegmentaBon/Revenue Model

ACCOUNTS REVENUE

20%

60-‐80%


Strategic Account Revenue Growth Year over Year

12%

14%

10%

6%

8% 7%

0%

2%

4%

6%

8%

10%

12%

14%

16%

2009 2011 2013

Strategic Accounts

Other Accounts

SAMA – 2014 Key Trends Report


From the Buyers PerspecBve – How many Strategic Vendors/Partners do you have?

22%

22% 17%

13%

19%

1 to 5

5 to 10

10 to 15

15 to 20

More than 20

Source: Forrester Research, Q3 2012 Global Sourcing & Vendor Management PrioriAes Survey

81% of Companies have 20 or less strategic vendors/partners


EffecBvity of Selling to ExisBng Customers

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Effec9vely Cross-‐sell/Up-‐sell

Farming New Business from

Exis9ng Customers

Effec9vely Introduce New

Products

47.9% 47.3% 42.0%

38.5% 40.8% 44.1%

8.2% 9.0% 8.2% 5.3% 2.9% 5.7%

Don't Know or N/A

Exceeds ExpectaBons

Meets ExpectaBons

Needs Improvement

Source: CSO Insights, Sales Performance Survey


WHY CUSTOMER COLLABORATION MATTERS


External Business Reviews with Customer

Why CollaboraBon Makers More Now Than Ever

•  The buyer drives the process •  The process is constantly gelng more

complicated •  You are expected to understanding the

buyers business challenges •  You are expected to provide creaBve

soluBons •  The world is becoming more

compeBBve every day


90% 3-‐5 Years

60%

39%

Revenue Performance

Top Performers

Under Performers

46% Today

Plans to Collaborate More with

Key Customers

The Impact of CollaboraBon

Who Cares About Customer CollaboraBon

“In the next few years we want to build deep, strategic relaAonships with our customers, enterprise-‐to-‐enterprise relaAonships where the ‘customer is for life.’”

Paul Graham, CEO, DHL Supply Chain, Singapore

IBM CEO Survey on Customer CollaboraAon (2014)



The Value of CollaboraBon

ACCOUNTS REVENUE

20%

60-‐80%

•  Finance •  MarkeBng (Acct-‐based MarkeBng) •  Product Management •  Supply Chain Management •  Manufacturing/DistribuBon


Account Planning Series Revinar 1: Strategic Account Planning -‐ What Separates the

GREAT from the Rest


Account Plan – Best PracBce Elements

Cri9cal Success Factors – Account Plan Elements

1. Understand the Customers’ Goals and how they measure success 2. IdenBfy and Nurture Key RelaBonships

3. Leverage Customer Value Scorecards

4. Build collaboraBve, team-‐based acBon plan 5. Measure the results


Account Planning Series Revinar 2: 5 Steps to Ensure You are Execu9ng Your

Account Plans


Common Pioalls to EffecBve ExecuBon

Piàll #1 One & Done – sales planning viewed as an annual, compliance/academic exercise.

Piàll #2 Narcissis9c – focusing sales planning and sales process on what you have to “sell” vs. the customer’s needs.

Piàll #3 Rear-‐view Mirror – relying on data and facts that have already happened, what we know and what is easy to get your hands on.

Piàll #4 Mum’s the Word – account and execuBon plans are created and reviewed only internally.


Account Planning Series Revinar 3:

The Missing Link in Account Planning – Customer

Collabora9on


The End Game

MulB year collaboraBve roadmap for how we are going to work together with our customer to help drive THEIR success.

Collabora9ve Goal

Collabora9ve Tasks

Purpose and Expected Value

Assigned (Customer)

Assigned Target Date

Status

Define areas for maximum impact

Establish joint project team

Achieve greater yield from programs

Wyak Samuels

Jane Smith 4/02/2015 Complete

ExecuBve alignment

IdenBfy execuBves – host a kickoff meeBng for them

Drive parBcipaBon and focus

Jordan Ashley

Mark Edwards

5/18/2015

Not Started

Define expected results and ROI

Define project measurements

Ensure program success

Sydney Cooper

Wyak Samuels

7/24/2015

In Process

Develop markeBng case studies

Create reports to measure success

Measure and report success

Wyak Samuels

Jordan Ashley

9/09/2015

Not Started


Build Mul9 year Roadmap

Develop Your Strategy

Start CollaboraBng

Document what you know

How Do We Get There?

Execute


1. Start with a CollaboraBon Centric Roadmap

CollaboraBon Centric Account Planning Roadmap



•  Research your customer

•  Document your current relaBonships

2. Document What You Know



2. Do Your Research

1.  Company Profile 2.  Their Financial History 3.  Your Share of Wallet 4.  Their past spend with you


2. Document Current RelaBonships

1.  Map ExisBng RelaBonships 2.  Assess/score your current relaBonships


Work to understand:

•  The customers business goals, strategies, and iniBaBves

•  Who else you should interact with (build your network inside the customer)

3. Begin CollaboraBng

Start CollaboraBng


3. Understanding Their Business Goals


3. Expand Your RelaBonships


•  Evaluate where your products and services can assist them in achieving their goals

•  Develop your internal plan for success

•  Validate with your coach

4. Develop Your Strategy



Evaluate where your products and services align to the customers business goals

4. Develop Your Strategy



Revenue Goal

Customer Success Goal

Relationship Goal

4. Develop Your Success Plan


•  IdenBfy who will own each iniBaBve and how best to work with them

•  Validate with your customer coach

5. Build CollaboraBve, MulB Year Roadmap



6. CollaboraBve ExecuBon

•  Align execuBon with your customer against the collaboraBve plan

•  Provide value to gain customer buy-‐in and acBve parBcipaBon throughout the relaBonship

Execute


The Disconnect

Percentage of Account Plans Effec9vely Executed

Source: SAMA Global Survey of 322 Strategic Account Managers/ExecuAves


MulB Year collaboraBve roadmap for how we are going to work together with our customer to help drive THEIR success.

CollaboraBve, MulB Year Roadmap

Collabora9ve Goal

Collabora9ve Tasks

Purpose and Expected Value

Assigned (Customer)

Assigned Target Date

Status

Define areas for maximum impact

Establish joint project team

Achieve greater yield from programs

Wyak Samuels

Jane Smith 4/02/2015 Complete

ExecuBve alignment

IdenBfy execuBves – host a kickoff meeBng for them

Drive parBcipaBon and focus

Jordan Ashley

Mark Edwards

5/18/2015

Not Started

Define expected results and ROI

Define project measurements

Ensure program success

Sydney Cooper

Wyak Samuels

7/24/2015

In Process

Develop markeBng case studies

Create reports to measure success

Measure and report success

Wyak Samuels

Jordan Ashley

9/09/2015

Not Started




Start CollaboraBng


How Did We Do It

Execute


Wrap-‐Up and Q&A


A Brief IntroducBon to Revegy

Revegy’s technology makes sales planning and execu9on happen.

Intelligent Playbooks and Collabora9on Tools for: •  Strategic Account Planning

•  Opportunity ExecuBon

•  Territory Business Planning

•  Channel Planning


Revegy Serves B2B Sales Teams


Thank You!

Review all of our Account Planning Revinars Online @ www.revegy.com/revinars

FOR MORE INFORMATION Email: Michelle at [email protected] Subject line: Account Planning

The Missing Link in Account Planning – Customer Collaboration

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Transcript of The Missing Link in Account Planning – Customer Collaboration