Sfe presentation 02 jul2012

Sale s Force Europe
( SF E )
E)
Business Development Ser vices
Europe - Middle East
Africa – Latin America
July 2012

Copyright © Sales Force Europe 2010 - 2012 1

Contents

About SFE
SFE Sales Process
SFE Advantages
SFE Team

SFE in a Nutshell

 International organization founded in 2003
 Over 40 sales professionals
 Helping high-tech companies
to launch, develop and expand
their bu$iness in
Europe, Middle East, Africa
and Latin America

Copyright © Sales Force Europe 2010 -2011 3

SFE Offering in a Nutshell

 Process
1-2weeks Engagement Planning
Then immediate In-Country Sales Management
Optional, initial 3-month In-Country Market Qualification

 Business Model
Fixed Monthly Fee per Region covering time to hit
objectives & local sales costs
Commissions on revenue received by Client during
agreement + 1 year tail
No other Legal, HR, recruitment, facilities, benefits…costs


The Way We Work
 SFE Team: ex MDs, Sales VPs, Country Managers...
In-country, highly-skilled sales people in all major markets
+ SFE Senior Management team (Madrid& London )

 Managing entire Sales Cycle in target markets
Planning, qualifying, trials, closure, development, reporting

 Effective collaboration with our clients
Fit with client’s objectives, strategies and priorities
Integration into client’s sales teams and processes

 Immediate access to channels, partners and prospects
Personal contacts and influence at a local level, per vertical

SFE people in -sourcing v conventional sales outsourcing


In-country Sales Team

Experience and Credibility
Each sales executive has minimum of 10 years technical sales experience and has
been selected from hundreds of interviews
Most have worked with the SFE management team at Cisco, IBM, Nortel, Oracle,
Alcatel, Apple, HP, Telefonica, etc., with proven sales records

Other important characteristics
Indigenous to local markets: language, culture, traditions, contacts, influence
 Shared resource: each manages 2-3 clients
 More effective than cross-boarder sales
Trained and technically proficient with client’s technology
 Transparent to end customer – viewed as client’s sales team
 Quarterly sales quotas, weekly sales calls
Interviewed and approved by client
 Resumes (CVs) and references available


Geographic Coverage
 Immediate access to channels, partners and prospects in:

Western Europe Eastern Europe Middle East / Africa Latin America
UK / Ireland Poland Turkey Argentina
Germany / Austria Czech / Slovakia Israel Brazil
Spain / Portugal Hungary UAE Chile
France Bulgaria Saudi Arabia Colombia
Italy Romania Egypt Peru
Benelux Russia / CIS Morocco Mexico
Nordics Baltics Nigeria / W Africa
Switzerland Balkans Southern Africa

 100+ Distributors currently signed with SFE clients, supporting 1’000s of resellers
 100+ Service Providers signed with clients
 1000+ Global Enterprises currently supported by SFE Partners
 SFE database of personal contacts: Channels, Service Providers, Enterprise, Media...


Market Focus & Clients
 Since 2003, SFE has served over 50 clients from
USA, Canada, Italy, Israel, Finland, UK, France, Switzerland, India, ...

 Tried and tested contacts in leading-edge sectors
SaaS/Cloud, Applications, Services, Security, Media-VAS, Video,
Networking, VoIP, Wireless
 Some current clients:


Clients and Sales Partners
20+ Active Clients 40+ SFE Sales Representatives 3 SFE Management


Main SFE Benefits
Immediate Access to new markets
 SFE team trained and selling in 1 month vs. 6 months hiring direct
 Direct access to channels, partners and prospects

 First revenues within 6-9 months on average

Reduced time &costs into international markets
 No costs for local recruitment, legal, HR, social, facilities, IT, telecom, …
 SG&A at an average 20% versus the industry standard of 30-40%

 SFE Sales Representativeat a ¼ of the cost of a direct hire

Low risks
 1-year agreement, 30-day termination clause, anytime / reason
 No issues / costs with employee hiring/firing, local laws , taxes, HR, etc.

 No capital costs or exposure – the SaaS of Sales

SaaS = Sales as a Service

Copyright © Sales Force Europe 2010 10

SFE Sales Process

11

Overview
Two main roads to Market :

Direct operations in selected countries
ENGAGEMENT
PLANNING IN- COUNTRY S ALES MANAGEMENT

Preliminary qualification of potential countries (optional)
ENGAGEMENT
PLANNING IN-COUNTRY MARKET QUALIFICATION IN-COUNTRY SALES MANAGEMENT

1 to 2
weeks 3 months one-year agreement with 30-day termination clause


ENGAGEMENT PLANNING

Out-of-the-box perspective on your ‘International Readiness’ to expand
from professionals with years of industry experience
Direct market feedback from SFE Sales Partners based in-region
Practical recommendations concerning international expansion such as
target Countries & Verticals
Suggestions to improve your positioning and your marketing message
and materials
Creates a solid, documented basis for discussing and agreeing on the
SFE mission for your company

Provides the Foundation of the Sales Plan


ENGAGEMENT PLANNING
ENGAGEMENT PLANNING – MAIN STEPS
Engagement Planning Questionnaire filled-in by Client
- Questionnaire Review (conference call)
Engagement Planning Report sent to Client Client info summary
SFE observations
- Report Review (conference call) Initial in-country feedback
 Agreed Actions  SFE Proposal SFE recommendations
Proposed actions

Are target
markets clear ?

YES
IN-COUNTRY SALES MANAGEMENT
NO
IN-COUNTRY MARKET QUALIFICATION

1 to 2 Engagement Planning Report sent within one week of Questionnaire return
weeks



 Sales Management from in-country experts, driving business at local level
Full
 Senior team, ex GMs & VP/Dir Sales, strong contacts and influence to drive decisions
 Complete Sales Cycle: qualification, signing partners/trials, closing deals, revenue
 Long-Term sales partners, fully integrated with client, transparent to market
Integration of our Sales Representatives into your own sales team / organisation:
 Execution of the strategies and tactics defined by client
 Active Communication and Reporting
 Client business cards, emails, sales processes, etc.
Business growth through our tested sales development and management processes
(quarterly objectives, weekly reporting, regular reviews, continuous training, experience sharing, etc.)
Expansion opportunities through our collaboration with you
 adapt and refine strategies
to
 define and implement new marketing programs
to
 launch new products
to
 plan sales into new markets.
to


IN-COUNTRY SALES MANAGEMENT – MAIN STEPS
SFE Proposal  Agreement  Kick-off
In-depth training of SFE Sales Reps / Complete marketing materials
Immediate operations in defined Sales Targets:
- Channel Trials – Agreements – Channel support& mgmt.
- Direct POCs – Sales – Account mgmt.

Weekly reporting from Sales Reps
Monthly reviews with SFE & Client
Quarterly review of objectives and strategies
Expansion opportunities (new markets, new products, ...)

one-year agreement with 30-day termination clause



Senior in-country experts, trained on client’s technology with influence to
quickly penetrate targets
Wide engagement across a number of potential countries and / or sectors
Practical in-country feedback from channels and end-users
Progressive selection of markets with the best fit and the highest potential
success
Prioritization  effectiveness of your sales investments
Possibility to refine your sales strategies and tactics
Opportunities to close the first channel partners and early client trials
Market Qualification Report (including identified prospects and summarizing
findings and recommendations) for immediate and future reference.


IN-COUNTRY MARKET QUALIFICATION (OPTIONAL) – MAIN STEPS
SFE Proposal  Agreement  Kick-off
Engagement of SFE Sales Reps in countries to be qualified
Qualification of potential targets – confirm fit and interest
Weekly reporting from Sales Reps
Monthly progress reviews with Client
Market Qualification Report (second half of 3rd month)
Qualification Final Review (conference call) Recommended local
objectives
 Agreed actions on ‘Go’ regions Recommended strategy
versus local
 IN-COUNTRY S ALES MANAGEMENT requirements.,
competition, …
Prospect identification
(list / initial pipeline)
3-month qualification
Engagement Report sent within one week of Questionnaire Review


Sales Launch Management
OPTIONAL 1…3-MONTH PROJECT aiming at providing SFE Sales
Representatives the appropriate tools and information for smooth and
effective operations.
Usual Project components:

SALES PLAN
Definition of target market sectors/customers, positioning, sales strategy and
tactical elements (reporting, sales support, admin, etc. )
Coordination of the SFE team activities in collaboration with the Client over
the duration of the Project (e.g. roles & responsibilities, prospect
qualification criteria, sales progress reporting, pipeline management, etc).

MARKETING SUPPORT
Creation/editing of critical materials such as boilerplate, 1-page ‘About Us’,
presentations, value proposition to partners, white papers, case studies,
competitive analysis, The CLIENT Story, The CLIENT Experience, support on
Marketing Plan, Partner Program, etc.


International Sales Director
OPTIONAL ADDITION of a senior SFE Partner (usually a Country Manager of
the same country as the Client’s) who manages the team of SFE Sales
Representatives selected by the Client.
Role & Responsibilities:
Manages the SFE team towards agreed objectives, reporting to a senior
manager in the Client’s organisation (CEO, COO, Sales VP, …).
Regular contacts (weekly at least) with Sales Reps to discuss progress, to
provide advice and to share experience across countries.
Reporting to Client as requested:
 Frequency: usually weekly
 Form: usually on the basis of a consolidated pipeline report.


Business Model Summary

ENGAGEMENT PLANNING
• € 1,000 (Euro) one-time Flat Fee
• Includes Engagement Planning Report

• Monthly Fee per Region (or large Country) covering local sales costs
• Commissions on revenue received by Client during SFE agreement + 1 year tail
• Creation and implementation kickoff of a Sales Plan (optional)
• 1 year agreement, with 30-day termination for any reason

• Reduced Monthly Fee per Region (or large Country) during the 3-month period
• Includes Market Qualification Report
• Commissions on revenue received by Client during agreement & 1 year tail
• 1 year agreement, with 30-day termination for any reason


SFE Advantages
SFE Team

22

SFE Added Value
 SFE sales teams’ expertise, experience and efficiency
In-country sales (language, contacts, traditions, regulations)
Typically under ¼ of the cost of a direct hire
Support from the SFE central teams
 Rapid and profitable entry into new markets
... with significant reduction of:
Costs office, logistics, IT, full salaries, travel, localisation
Delays initial set-up, hiring, training, localisation, prospection, ...
Risks firing, laws & regulations, taxes, etc.
 Immediate access to channels, partners and prospects
Close collaboration with Trusted Channels / Targets
 Tested sales development and management processes
One point of contact via SFE Sales VP

In-sourcing of experience &Out-sourcing of risks


SFE Added Value cont’d

 SFE management team’s experience and creativity
Strategic and tactical marketing matters
Product design and development
 Strategic planning: external, out-of-the-box point of view
Development of alternative strategiesandplans
At a small fraction of the cost of large consultancies
Support from the SFE central and local teams
 Sales support: deep knowledge of local environment
Localised positioning, pricing, materials, etc.
Hands-on channel support
Long-time contacts and partnerships
Growing number of Trusted Channels
 Integration / complementarity with client’s teams
 Strong basis for future expansion

“A p o i n t o f v i e w i s w o r t h 5 0 I Q p o i n t s ” – A l a n Kay


Powerful Ecosystem

Client Benefits: Immediate access Channels / End-Users Benefits:
to international channels, service Access to SFE portfolio of
providers, enterprises & partners complementary, tested and
qualified product offerings


SFE Management
SENIOR MANAGEMENT - CENTRAL TEAM *
Rick Pizzoli Managing Director - Based in Madrid
Henri Aebischer Marketing Director - London
Elena Centenera Operations Director -Madrid
Elizabeth Powers Legal - Madrid

IN-COUNTRY SALES TEAMS *
40+ Sales Directors
Ex Sales MDs / VPs / Directors of major
manufacturers, service providers and channels
Based in their respective countries

* Detailed profiles on LinkedIn or via CV


Contact

Rick Pizzoli
Managing Director

General Castaños 9, 2D
Madrid 28004 Spain

Phone +34 91 310 0070
Mobile +34 659 449 202
E-Fax +1 415 276 6038

RickPizzoli@SalesForceEurope.com

www.SalesForceEurope.com

27

Sfe presentation 02 jul2012

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