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Radek Buszan

Pipeline Summit
Pipeline Summit

The document discusses Dell's geography-focused go-to-market strategy in Poland. It describes how Dell reorganized its Polish sales teams into regional teams focused on smaller customer territories. This allowed for more direct customer relationships and improved key metrics like revenue, pipeline, and customer satisfaction. The new approach achieved a 31% increase in customer satisfaction, $4 million more in annual revenue, and double the size of the projected sales pipeline.

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Radek Buszan
GEOGRAPHY WORKS FOR SALES @DELL HOW WE TUNNED OUR GO TO MARKET STRATEGY TO GAIN REVENUE, MARGIN & CUSTOMER SATISFACTION RADEK BUSZAN SALES DIRECTOR PA GEO & GLOBALS @DELL
PERSONAL BIO
AGENDA WHO WE ARE & WHAT WE DO GEO GO TO MARKET KEY TAKE AWAYS
DELL LARGEST END TO END IT SOLUTION PROVIDER ≒ CLIENT SOLUTION ≒ ENTERPRISE ≒ SOFTWARE ≒ SERVICES TECHNOLOGY LEADER ≒ LEADER IN 21 GARDNER MAGIC QUADRANDS ≒ 74B $ REVENUE ANNUALY ≒ OPERATING IN 180 COUNTRIES WORLD LARGEST START-UP ≒ PRIVATELY OWNED ≒ MARKET CONSOLIDATOR WHO WE ARE & WHAT WE DO
WHERE WE SELL MARKET SEGMENTATION ≒ PUBLIC ≒ LARGE INSTITUTION ≒ PREFERED ACCOUNT MARKET APPROACH ≒ DIRECT ≒ CHANNEL KEY SUCCESS FACTORS ≒ GENERATED REVENUE ≒ GROSS MARGIN ≒ PIPELINE ≒ CUSTOMER SATISFACTION (NPS) WHO WE ARE & WHAT WE DO
HOW WE SELL ACCOUNT TEAM ROLES ≒ ACCOUNT EXECUTIVE ≒ INTERNAL SALES REPRESENTATIVE ≒ SOLUTION EXECUTIVE CUSTOMER SETS ≒ DIRECTLY DRIVEN ≒ NAMED ACCOUNTS FACTORS THAT MATTERS ≒ BID PROJECT ≒ RUNRATE ≒ CLOSING RATIO ≒ CUSTOMER VISITS ≒ TALK-TIME ≒ WEEKLY FORECAST WHO WE ARE & WHAT WE DO
PREVIOUS GO TO MARKET ≒ 800+ CUSTOMERS (120+ PER ACCOUNT TEAM) ≒ 5 ACCOUNT EXECUTIVE TEAMS IN WARSAW, ≒ 1 ACCOUNT EXECUTIVE TEAM IN CRACOW ≒ 1 ACCOUNT EXECUTIVE TEAM IN WROCLAW ≒ OPEN ACCOUNT SETS ≒ CHANNEL DRIVEN ≒ 61M$ REVENUE ≒ NPS - 36 GEO GO TO MARKET
CURRENT GO TO MARKET ≒ 245 CUSTOMERS (35 EACH) ≒ 5 REGIONS: ≒ WARSAW (3 TEAMS) ≒ CRACOW ≒ WROCLAW ≒ POZNAN ≒ GDANSK ≒ CLOSED ACCOUNT SETS ≒ DIRECTLY DRIVEN CUSTOMER APPROACH GEO GO TO MARKET
WHAT WEVE ACHIEVED (2Y) ≒ NPS INCREASE BY 31% TO 61% ≒ REVENUE GROWTH BY 4M$ TO 65M$ ≒ DOUBLE PROJECT PIPELINE FOR NEXT YEAR ≒ DIRECT RELATIONSHIPS WITH KEY CUSTOMERS ≒ GAIN ADDITIONAL 5M$ IN CHANNEL INCREMENT GEO GO TO MARKET
3 KEY TAKE AWAYS GEO GO TO MARKET ≒ SAME AMOUNT OF CUSTOMER VISITS PER ACCOUNT EXECUTIVE GENERATED MORE REVENUE & PIPELINE DUE TO ITS BETTER QUALITY ≒ ON AVERAGE EVERY VISITED CUSTOMER SPEND 40K$ MORE A YEAR ≒ CUSTOMERS ARE MORE HAPPY TO WORK WITH LOCAL FOLKS (NPS)
3 KEY TAKE AWAYS FOR HIGH LEVEL B2BS SALES ORGANIZATIONS DIRECT APPROACHGEO FOCUS
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Radek Buszan

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Radek Buszan

  • 2. GEOGRAPHY WORKS FOR SALES @DELL HOW WE TUNNED OUR GO TO MARKET STRATEGY TO GAIN REVENUE, MARGIN & CUSTOMER SATISFACTION RADEK BUSZAN SALES DIRECTOR PA GEO & GLOBALS @DELL
  • 4. AGENDA WHO WE ARE & WHAT WE DO GEO GO TO MARKET KEY TAKE AWAYS
  • 5. DELL LARGEST END TO END IT SOLUTION PROVIDER ≒ CLIENT SOLUTION ≒ ENTERPRISE ≒ SOFTWARE ≒ SERVICES TECHNOLOGY LEADER ≒ LEADER IN 21 GARDNER MAGIC QUADRANDS ≒ 74B $ REVENUE ANNUALY ≒ OPERATING IN 180 COUNTRIES WORLD LARGEST START-UP ≒ PRIVATELY OWNED ≒ MARKET CONSOLIDATOR WHO WE ARE & WHAT WE DO
  • 6. WHERE WE SELL MARKET SEGMENTATION ≒ PUBLIC ≒ LARGE INSTITUTION ≒ PREFERED ACCOUNT MARKET APPROACH ≒ DIRECT ≒ CHANNEL KEY SUCCESS FACTORS ≒ GENERATED REVENUE ≒ GROSS MARGIN ≒ PIPELINE ≒ CUSTOMER SATISFACTION (NPS) WHO WE ARE & WHAT WE DO
  • 7. HOW WE SELL ACCOUNT TEAM ROLES ≒ ACCOUNT EXECUTIVE ≒ INTERNAL SALES REPRESENTATIVE ≒ SOLUTION EXECUTIVE CUSTOMER SETS ≒ DIRECTLY DRIVEN ≒ NAMED ACCOUNTS FACTORS THAT MATTERS ≒ BID PROJECT ≒ RUNRATE ≒ CLOSING RATIO ≒ CUSTOMER VISITS ≒ TALK-TIME ≒ WEEKLY FORECAST WHO WE ARE & WHAT WE DO
  • 8. PREVIOUS GO TO MARKET ≒ 800+ CUSTOMERS (120+ PER ACCOUNT TEAM) ≒ 5 ACCOUNT EXECUTIVE TEAMS IN WARSAW, ≒ 1 ACCOUNT EXECUTIVE TEAM IN CRACOW ≒ 1 ACCOUNT EXECUTIVE TEAM IN WROCLAW ≒ OPEN ACCOUNT SETS ≒ CHANNEL DRIVEN ≒ 61M$ REVENUE ≒ NPS - 36 GEO GO TO MARKET
  • 9. CURRENT GO TO MARKET ≒ 245 CUSTOMERS (35 EACH) ≒ 5 REGIONS: ≒ WARSAW (3 TEAMS) ≒ CRACOW ≒ WROCLAW ≒ POZNAN ≒ GDANSK ≒ CLOSED ACCOUNT SETS ≒ DIRECTLY DRIVEN CUSTOMER APPROACH GEO GO TO MARKET
  • 10. WHAT WEVE ACHIEVED (2Y) ≒ NPS INCREASE BY 31% TO 61% ≒ REVENUE GROWTH BY 4M$ TO 65M$ ≒ DOUBLE PROJECT PIPELINE FOR NEXT YEAR ≒ DIRECT RELATIONSHIPS WITH KEY CUSTOMERS ≒ GAIN ADDITIONAL 5M$ IN CHANNEL INCREMENT GEO GO TO MARKET
  • 11. 3 KEY TAKE AWAYS GEO GO TO MARKET ≒ SAME AMOUNT OF CUSTOMER VISITS PER ACCOUNT EXECUTIVE GENERATED MORE REVENUE & PIPELINE DUE TO ITS BETTER QUALITY ≒ ON AVERAGE EVERY VISITED CUSTOMER SPEND 40K$ MORE A YEAR ≒ CUSTOMERS ARE MORE HAPPY TO WORK WITH LOCAL FOLKS (NPS)
  • 12. 3 KEY TAKE AWAYS FOR HIGH LEVEL B2BS SALES ORGANIZATIONS DIRECT APPROACHGEO FOCUS