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Better territory design & sales execution for growth

Donncha Carroll
Donncha Carroll

Designing great territories that are balanced, provide reasonable opportunity for growth, and can be served effectively is critical. Once you get that right turn your attention to deploying your sales team to their highest and best use. These two things can make all the difference in growing sales and maximizing profitability.

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November 2017 Better Territory Design & Sales Execution for Growth
Better Territory Design and Sales Execution for Growth | November 2017 2 Three symptoms of sub-optimal territory design and sales execution 1. Accounts are distributed in ways that result in high windshield time. 2. Territories are overlapping with sales professionals passing each other on the road/ in the air. 3. Territory and call planning processes are creating inefficient routes and low impact interactions with customers. Too much SALES TIME focused on non-sales related activities 1. Sales people call on the easy accounts. 2. Account value and potential is not well understood or not applied in call planning. 3. Sales professionals invest time in accounts with potential but have a very low probability of growing. LOWER VALUE ACCOUNTS getting more attention than they deserve 1. Customer segments and value propositions are no longer relevant and compelling. 2. Individual account challenges and opportunities have not been defined and addressed. 3. Sales approach is canned and applied indiscriminately vs. tailored to address account specific needs. SALES ACTIVITIES not aligned with the needs of each account
Better Territory Design and Sales Execution for Growth | November 2017 3 ACCOUNTS are assigned to territories and roles based on a combination of value, potential, business needs, location and optimal service approach. TERRITORY DESIGNS are developed to maximize sales time invested in accounts that generate a high level of return. TERRITORY PLANNING and execution is data driven but individually tailored to ensure sales activity is aligned with customer needs Account Assignment Top performing sales teams develop and execute against territory designs that increase time in front of the right customers doing the right things
Better Territory Design and Sales Execution for Growth | November 2017 4 ACCOUNT VALUATION AND PROFILING Market, channel, segment valuation Account potential estimation Data driven customer segmentation Value proposition alignment Account service approach optimization FAST-CYCLE TERRITORY DESIGN Account remapping to segments Territory visualization and valuation Color coding accounts for overlap On the fly account reassignment Workload estimation and territory balancing TERRITORY PLANNING AND EXECUTION Service needs driven call planning Efficient talent deployment Data driven account opportunity identification Standardizing but flexible selling approach addressing different buyer needs and persona Your systems, data & knowledge Our technology & experience Optimal territory design Fast-cycle implementation + +
Better Territory Design and Sales Execution for Growth | November 2017 5 ACCOUNT VALUATION & PROFILING 2.) Use transaction data to identify characteristics and behaviors that highlight the optimal sales approach by account type1.) Start with the 60,000 foot view 4.) Crowd source sales team input to remap customers by segment using a low disruption fast-cycle approach3.) Calculate account value and estimate potential 1. Identify the largest sources of revenue and profit (e.g., region, account) 2. Identify where trends are positive or negative and investigate drivers of change 3. Determine industry, regional or account specific drivers of growth 1. Is buying behavior consistent or varied? 2. Does the account buy centrally? 3. What combined set of characteristics might suggest a new segmentation approach? 1. Identify characteristics that have historically predicted growth 2. Using your analysis develop a method to approximate account potential 3. Test and update approach over time Continually update your view of the market.
Better Territory Design and Sales Execution for Growth | November 2017 6 2.) Reassign accounts based on current value, future potential, location, business need and desired service approach 3.) Dynamically rebalance territories by comparing number and contribution from accounts (current and future potential) 1.) Map accounts to visualize territory boundaries and geographic distribution of accounts by size and type 1. Geofence areas to get account count and value 2. Reassign accounts selected to new territories on the fly 3. Search the territory for new potential clients based on Google business listing 1. Continue to reassign accounts until territories are balanced 2. Review territories every year for workload and opportunity 3. Recalculate territory goals automatically to provide a starting point for leadership 4.) Estimate workload and resource requirements by establishing account service assumptions based on latest sales data Size # # hours # hours # hours a.) >=50K 6 0 0 10 10 5 8 b.) <50K 2 0 0 8 3 4 2 c.) <35K 5 6 10 6 5 4 5 d.) <25K 8 6 16 6 8 4 8 e.) <15K 57 4 76 5 48 6 86 f.) <5K 50 4 67 4 34 6 75 (blank) 10 4 13 4 7 2 5 Count 138 24 43 31 Total 138 182 115 188 Capturing Incoming Orders Account Size Off Cycle Phone Calls Post Order Follow-Up 1. Develop high level assumptions for the territory 2. Vary execution based on sales professional knowledge and experience FAST-CYCLE TERRITORY DESIGN Use practical solutions that can be implemented in the context of your business and operating environment.
Better Territory Design and Sales Execution for Growth | November 2017 7 1.) Update customer value propositions to improve alignment between what you offer and what customers need / want 2.) Assess sales person capabilities and performance for possible redeployment to right roles 3.) Use combination of sales and potential to provide account calling guidelines that are then informed by field experience 4.) Use your reporting solution to monitor and manage sales execution throughout the year with the right metrics and visualizations 1. Use an off-the-shelf solution or develop a customized assessment to test for characteristics that define success 2. Combine with individual performance data to assess fit by role 3. Update talent deployment to increase success in each area of deployment 4. Update recruiting practices to reflect new approach 1. Develop a design that answers strategic questions decisively 2. Focus on national, regional, channel, and product / service performance first (i.e., approach not people) 3. Plan on iterating the design as market behavior evolves 1. Develop distinct buyer profiles for each segment 2. Use the value proposition canvas to quantify and translate needs into new propositions 3. Develop and test for resonance with trusted accounts 1. Provide sales call guidance based on value and potential 2. Modify approach at account level based on field knowledge 3. Deploy inside sales to support lower value accounts TERRITORY PLANNING & EXECUTION Engage key stakeholders using tools that limit disruption and reduce time to complete the transformation.

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Better territory design & sales execution for growth

  • 1. November 2017 Better Territory Design & Sales Execution for Growth
  • 2. Better Territory Design and Sales Execution for Growth | November 2017 2 Three symptoms of sub-optimal territory design and sales execution 1. Accounts are distributed in ways that result in high windshield time. 2. Territories are overlapping with sales professionals passing each other on the road/ in the air. 3. Territory and call planning processes are creating inefficient routes and low impact interactions with customers. Too much SALES TIME focused on non-sales related activities 1. Sales people call on the easy accounts. 2. Account value and potential is not well understood or not applied in call planning. 3. Sales professionals invest time in accounts with potential but have a very low probability of growing. LOWER VALUE ACCOUNTS getting more attention than they deserve 1. Customer segments and value propositions are no longer relevant and compelling. 2. Individual account challenges and opportunities have not been defined and addressed. 3. Sales approach is canned and applied indiscriminately vs. tailored to address account specific needs. SALES ACTIVITIES not aligned with the needs of each account
  • 3. Better Territory Design and Sales Execution for Growth | November 2017 3 ACCOUNTS are assigned to territories and roles based on a combination of value, potential, business needs, location and optimal service approach. TERRITORY DESIGNS are developed to maximize sales time invested in accounts that generate a high level of return. TERRITORY PLANNING and execution is data driven but individually tailored to ensure sales activity is aligned with customer needs Account Assignment Top performing sales teams develop and execute against territory designs that increase time in front of the right customers doing the right things
  • 4. Better Territory Design and Sales Execution for Growth | November 2017 4 ACCOUNT VALUATION AND PROFILING Market, channel, segment valuation Account potential estimation Data driven customer segmentation Value proposition alignment Account service approach optimization FAST-CYCLE TERRITORY DESIGN Account remapping to segments Territory visualization and valuation Color coding accounts for overlap On the fly account reassignment Workload estimation and territory balancing TERRITORY PLANNING AND EXECUTION Service needs driven call planning Efficient talent deployment Data driven account opportunity identification Standardizing but flexible selling approach addressing different buyer needs and persona Your systems, data & knowledge Our technology & experience Optimal territory design Fast-cycle implementation + +
  • 5. Better Territory Design and Sales Execution for Growth | November 2017 5 ACCOUNT VALUATION & PROFILING 2.) Use transaction data to identify characteristics and behaviors that highlight the optimal sales approach by account type1.) Start with the 60,000 foot view 4.) Crowd source sales team input to remap customers by segment using a low disruption fast-cycle approach3.) Calculate account value and estimate potential 1. Identify the largest sources of revenue and profit (e.g., region, account) 2. Identify where trends are positive or negative and investigate drivers of change 3. Determine industry, regional or account specific drivers of growth 1. Is buying behavior consistent or varied? 2. Does the account buy centrally? 3. What combined set of characteristics might suggest a new segmentation approach? 1. Identify characteristics that have historically predicted growth 2. Using your analysis develop a method to approximate account potential 3. Test and update approach over time Continually update your view of the market.
  • 6. Better Territory Design and Sales Execution for Growth | November 2017 6 2.) Reassign accounts based on current value, future potential, location, business need and desired service approach 3.) Dynamically rebalance territories by comparing number and contribution from accounts (current and future potential) 1.) Map accounts to visualize territory boundaries and geographic distribution of accounts by size and type 1. Geofence areas to get account count and value 2. Reassign accounts selected to new territories on the fly 3. Search the territory for new potential clients based on Google business listing 1. Continue to reassign accounts until territories are balanced 2. Review territories every year for workload and opportunity 3. Recalculate territory goals automatically to provide a starting point for leadership 4.) Estimate workload and resource requirements by establishing account service assumptions based on latest sales data Size # # hours # hours # hours a.) >=50K 6 0 0 10 10 5 8 b.) <50K 2 0 0 8 3 4 2 c.) <35K 5 6 10 6 5 4 5 d.) <25K 8 6 16 6 8 4 8 e.) <15K 57 4 76 5 48 6 86 f.) <5K 50 4 67 4 34 6 75 (blank) 10 4 13 4 7 2 5 Count 138 24 43 31 Total 138 182 115 188 Capturing Incoming Orders Account Size Off Cycle Phone Calls Post Order Follow-Up 1. Develop high level assumptions for the territory 2. Vary execution based on sales professional knowledge and experience FAST-CYCLE TERRITORY DESIGN Use practical solutions that can be implemented in the context of your business and operating environment.
  • 7. Better Territory Design and Sales Execution for Growth | November 2017 7 1.) Update customer value propositions to improve alignment between what you offer and what customers need / want 2.) Assess sales person capabilities and performance for possible redeployment to right roles 3.) Use combination of sales and potential to provide account calling guidelines that are then informed by field experience 4.) Use your reporting solution to monitor and manage sales execution throughout the year with the right metrics and visualizations 1. Use an off-the-shelf solution or develop a customized assessment to test for characteristics that define success 2. Combine with individual performance data to assess fit by role 3. Update talent deployment to increase success in each area of deployment 4. Update recruiting practices to reflect new approach 1. Develop a design that answers strategic questions decisively 2. Focus on national, regional, channel, and product / service performance first (i.e., approach not people) 3. Plan on iterating the design as market behavior evolves 1. Develop distinct buyer profiles for each segment 2. Use the value proposition canvas to quantify and translate needs into new propositions 3. Develop and test for resonance with trusted accounts 1. Provide sales call guidance based on value and potential 2. Modify approach at account level based on field knowledge 3. Deploy inside sales to support lower value accounts TERRITORY PLANNING & EXECUTION Engage key stakeholders using tools that limit disruption and reduce time to complete the transformation.