Plan, Plan, Plan for Every Account

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Plan, Plan, Plan for Every Account
Track Sales Executives

• Heather Durden, salesforce.com
• Tom Jordan, Endeca
• Jeff Guillot, Hoovers

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Heather Durden
DIRECTOR of PRODUCT MARKETING
hdurden_at_salesforce.com
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Why do Account Planning?

• Leave no stone unturned
• Increase customer profitability
• Spend time with the right people
• talking about the right solutions
• Avoid surprises
• Create a future

In most companies, 30 to 40 of all business is
unprofitable, and 20 to 30 of business provides
nearly all of the profits Jonathan Byrnes,
Harvard Business Review

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Components of an Account Plan

• Account Intelligence
• Company Information
• Relationship Information
• Revenue History and Goals
• Historical Sales
• Goals and Metrics for Success
• Account Strategies
• Addressable Business Issues
• Strengths / Barriers
• Specific Actions Assigned

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Leveraging salesforce.com to do Account Planning

• AppExchange
• Custom-Built

Custom Fields Custom Objects Custom Tabs
Built to fit your specific process and strategies
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TOM JORDAN
SR MANAGER, BUSINESS OPERATIONS
eskala_at_endeca.com
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Company Introduction

• Next-generation information access company
  uniting the ease of search with the analytical
  power of business intelligence
• Endeca's software makes Google's ballyhooed
  link-popularity algorithms look downright quaint
  by comparison." Matthew Boyle, Fortune

INDUSTRY Software
EMPLOYEES 300
GEOGRAPHY Global
USERS 150
PRODUCT(S) USED Marketing, SFA, Service Support
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Account Planning

• A plan of action based on intelligence intended
  to accomplish a specific goal
• Key Components of Strategy
• Intelligence
• Plan of Action (Execution)

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Account Intelligence

• Economic Landscape
• Customers business description
• Customers corporate tree
• Customers financial results
• Customers key business drivers
• Political Landscape
• Formal Organizational Chart
• Informal Organizational Chart (i.e., Power
  Influence)
• Individual Opportunity Roles
• Competitive Landscape
• Competitor profiles (SWOT)
• Projects / Contracts
• Political Alignment
• Operational Landscape
• IT infrastructure
• Endeca history
• Decision Criteria and Process

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Plan of Action

• Territory Plans
• Written once a year at Kick Off or 30-days into
  employment
• Consists of Objectives, Strategy, Action Plan
• Constructed by reps managers and reviewed with
  entire district
• Account Plans
• Living document that includes Account
  Intelligence and Account Strategy
• Used for all Major Accounts
• Opportunity Plans
• Lightweight document that includes specific
  objectives, tactics and timelines for success.
  Often shared with the customer/prospect
• Used for all other accounts

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No plan survives contact with the enemy. Field
Marshal Helmut Von Moltke
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Salesforce.com supports the process

• Economic Landscape
• Hoovers OneSource Integration
• Yahoo Other links
• iProfile
• Political Landscape
• Hoovers OneSource Integration
• iProfile
• Jigsaw
• Competitive Landscape
• Install Base
• Loss Analysis
• CI Group
• Endeca Customer Navigator (ECN)
• Operational Landscape
• iProfile
• Endeca Customer Navigator (ECN)

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OneSource Hoovers Integration

• Account Intelligence data augmentation of
  accounts and leads
• Contact/Lead Additions adds and de-dups contacts
  leads
• Prospecting search accounts by criteria and add
  to salesforce.com
• News

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Data Enrichment
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Prospecting
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News
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iProfile Jigsaw

• Jigsaw
• Buy and trade contacts and directly upload to
  Salesforce
• iProfile/EuroProfile
• Reports and Org Charts that can be stored in
  Salesforce
• Will soon be integrated

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iProfile Stored as Attachments
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Customer Data - Why its critical

• Capturing information about your customers is a
  huge step forward for Account Planning
• 80-90 of your future business will be either
  install business or like business
• Information can be used for
• Territory Planning
• Account Planning
• Opportunity Planning
• Reference Selling Reference Calls

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Customer Data Define What, Who, When

• What to capture
• General Business Information
• Purchase History
• Specific Usage Data
• Competitive Data
• ROI/Customer Case Study
• You can get even more end-to-end data if
• Use Case Mgmt
• Use Contracts
• Integrate w/other systems
• Define a clear process of who enters the data and
  when
• Monitor and measure that process

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Application Tab
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Customer Navigator
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Plan of action(s)

• Formal Documents for Territory Plans, Account
  Plans and Opportunity Plans
• Living Documents
• Currently stored as attachments into
  salesforce.com
• 2007 project to develop a wizard-like automation
  of these plans

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Results

• 100 of all accounts have gone through Data
  Augmentation
• 50 of Major Accounts have an account plan
• 80 of Opportunities have an opportunity plan
• One stop shopping for all prospecting saves
  lots of time!
• Customer Intelligence in the hands of the doers
  makes them more productive
• Anticipate a huge reduction of keystrokes when
  wizard is implemented

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JEFF GUILLOT
EVP, Product Technology
jguillot_at_hoovers.com
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Company Introduction

• Unrivaled Depth and Breadth
• Combining proprietary data collection
  technologies with information from DB and
  trusted 3rd party sources, Hoovers uncovers
  information on more than 19 million companies
  worldwide.
• Editorial Expertise
• Our editorial team resolves inconsistencies
  across multiple data sources to ensure that our
  information is 100 correct before its posted.
• Easy to Use
• Hoovers was born on the Web and
  understands Web usability weve won numerous
  awards declaring us best in class.
• Enlightening and Engaging Business Information
• Only Hoovers leverages journalistic
  capabilities to transform tedious, flat company
  information into easy-to-read, entertaining
  content.

INDUSTRY Business Services
EMPLOYEES 500
GEOGRAPHY Global
USERS 350
PRODUCT(S) USED Unlimited Enterprise Edition
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Background Hoovers Sales

• Who we are
• B2B telesales selling model with strategic
  account and 3rd party teams
• Subscription based product, as well as
  transactional products such as lists, books,
  reports
• Current Business Information and Tools
• Hoovers and Salesforce
• Access Hoovers
• Best Selling Release
• 2.0 Enhancements Launching Soon

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Background Salesforce Project

• Our Salesforce implementation goals
• Consolidate and virtualize globally disbursed
  sales team with a scalable platform
• Standardize processes and decrease channel
  conflict with a common sales system
• Where we are
• Design Phase of First Deployment
• Planning Phase of Future Deployments
• Where were going
• 5 Deployments and Beyond
• Test and Learn Methodology

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Account Planning Strategy

• IDENTIFY
• PRIORITIZE
• MEASURE

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Account Planning - IDENTIFY

• How we IDENTIFY Accounts
• COMPANY INFORMATION Use DUNS Number as a Unique
  Identifier to keep data clean and append 70
  company attributes
• CONTACTS Use Access Hoovers to identify
  contacts, access current information
• NETWORK Use Visible Path to reach targeted
  contacts
• 360 Customer View through system integration of
  Authentication/Usage, Billing, Customer Service,
  and Visible Path systems

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Account Planning - IDENTIFY
Identify Companies
Identify Contacts
Identify Networks
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Account Planning - PRIORITIZE

• How we PRIORITIZE Accounts
• ACCOUNTS Use segmentation data such as family
  tree, risk profile, company size, industry to
  prioritize accounts
• CUSTOMER NEED Track Customer Aspirations so can
  target offers with value-based marketing
  campaigns
• SALES ACTIVITY Create renewal activities based
  on renewal cycle and usage trends
• OPPORTUNITY Use Access Hoovers for current
  company news and company financials

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Account Planning - PRIORITIZE
Prioritize Customer Need
Prioritize Sales Potential
Prioritize Sales Activity
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Account Planning - MEASURE

• What we MEASURE
• Operational
• Reps pipeline status dashboards / automated
  alerts
• Completed activities by campaign
• Sales by campaign offer, sales segment
• Daily feedback from sales reps regarding sales
  script best practices
• Tactical
• Pricing trends by segment, by product
• Usage, purchase history, segment analysis
• Strategic
• Customer Service Scorecard
• Sales Scorecard
• Measure success of IDENTIFY and PRIORITIZE
  efforts in order to feed lead generation engine
  and optimize retention up-sell, cross-sell offers.

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Account Planning - MEASURE
MEASURE Operational Sales Metrics
PRIORITIZE Using Tactical and Strategic Metrics
IDENTIFY and Import Similar Prospects
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Account Planning Summary

• IDENTIFY
• CUSTOMIZATION Use DUNS Number as a Unique
  Identifier to keep data clean and append 70
  company attributes
• APPEXCHANGE TOOL Access Hoovers to download
  contacts, Update company information, and import
  lists
• SYSTEM INTEGRATION Authentication/Usage,
  Billing, Customer Service, Visual Path systems
  integration
• PRIORITIZE
• CUSTOMIZATION Append DUNS segmentation data such
  as family tree, risk profiles, high value
  industries
• STANDARD FUNCTIONALITY Pipeline, Workflow
• CUSTOM OBJECT Aspiration tab
• APPEXCHANGE TOOL Data Loader
• MEASURE
• STANDARD FUNCTIONALITY Reports and Dashboards
• APPEXCHANGE TOOLS Access Hoovers Build Lists

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QUESTION ANSWER SESSION
Tom Jordan
Sr. Manager, Business Operations
Jeff Guillot
EVP, Product Technology
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