Sales Benchmark Index's Bryce Record webinar on how best-in-class sales forces are segmenting their accounts to determine the real potential. Learn how to find hidden revenue opportunities, rank your accounts based on potential and balance territories.
2. Logistics for today’s call….
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presentation.
Please utilize the “Questions” feature to ask questions;
simply type in your question and press enter.
At the conclusion of the presentation, the moderator
will facilitate the “Question & Answer” session
utilizing the “Questions” feature.
3. Sales Benchmark Index will….
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Additional questions can be sent directly to:
Bryce.Record@salesbenchmarkindex.com
Join us for our next Webinar….
Filling Open Reqs with Top Talent Fast –
Recruiting, Selecting, and Ramping Sales Leaders
January 12, 2012
1:00 p.m. Central
30 minutes
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4. Bryce Record
Brief Bio
Sr. Consultant at Sales
Benchmark Index
Mgr of Sales Operations and
Analysis at Corporate
Express/Staples
Mgr of Sales Pricing Operations
at The TriZetto Group
12 years of B2B sales experience,
both field and corporate
5. Overview
Questions you need to answer
Is your existing customer account base segmented?
How can you determine true territory potential?
Are your territories optimized and balanced?
Are territories aligned with individual rep targets or quotas?
Does your CRM capture your territory potential, preserving key
institutional market knowledge when reps leave?
6. Territory Optimization Goal
Balance work load
Spread Prospects, Opportunities and Customers
evenly
Improve forecast accuracy
Improve win rates
Align sales capacity with market potential
7. Territory Design Process
Step 2 Step 4
Step 3 Step 6
Step 1 Analyze Map Prospect Step 5
Determine Review and
Baseline Existing / Customer Produce
Market Refine
Current Perf Customer Data to Territories
Potential Assignment
Spend Territories
Objective
Establish a sales territory design that optimizes and aligns sales capacity with
market potential
8. Step 1 – Baseline Current Performance
Best Practice to analyze and understand by Territory/Rep:
1. Win Rate – Understand and measure this in the future
2. # of Opportunities
3. Pipeline Revenue Forecasted
Understand Quota Attainment impact on rep by rep basis
Pipeline ($ Forecasted
Account Region Account Executive # of Opportunities FY11 Quota Gap ($) Gap (%)
Millions) Pipeline Revenue
Asia Pacific Rep 1 11 $41.0 $13.1 $13.5 -$0.4 -3%
CALA Rep 2 6 $11.1 $3.5 $1.3 $2.2 172%
Rep 3 27 $37.8 $12.1 $39.0 -$26.9 -69%
Rep 4 7 $46.0 $14.7 $10.4 $4.3 42%
Rep 5 11 $24.5 $7.8 $10.4 -$2.6 -25%
Europe Rep 6 9 $18.9 $6.1 $7.8 -$1.7 -22%
India Rep 7 7 $16.4 $5.3 $13.0 -$7.7 -60%
Rep 8 17 $19.3 $6.2 $5.0 $1.2 23%
Rep 9 20 $41.8 $13.4 $52.0 -$38.6 -74%
Rep 10 14 $65.9 $21.1 $20.0 $1.1 5%
Middle East/Africa Rep 11 7 $18.9 $6.0 $10.0 -$4.0 -40%
Rep 12 3 $11.3 $3.6 $12.0 -$8.4 -70%
North America Rep 13 10 $5.2 $1.7 $7.8 -$6.1 -79%
Rep 14 19 $16.7 $5.4 $14.3 -$8.9 -63%
Rep 15 12 $14.5 $4.6 $7.8 -$3.2 -41%
Rep 16 3 $4.7 $1.5 $11.0 -$9.5 -86%
Rep 17 10 $18.9 $6.0 $11.0 -$5.0 -45%
Key Account Rep 18 2 $1.5 $0.5 $3.9 -$3.4 -87%
Grand Total 195 $391.8 $125.4 $325.3 -$199.9 -61%
9. Step 2 – Understand Spend by Customer
Significant change in Median Customer Spend at
the 1,000 employee threshold and again at 2,000
employees
(1) Total Sales (USD) Captures multi-year customer spend
10. Phase 3 – Prospect DB – Build Steps
Evaluate Existing Customer Spend
Cut by multiple level and layers
1. Revenue
2. Industry
3. Geography
4. Number of Employees
5. Number of Locations
Determine what “Drives” the spend. As you review
data, ask yourself which of the firmographic elements
above show a high affinity towards higher spend
11. Step 3 – Build and Forecast Prospect Potential DB
Prospects included based on:
# of Prospects x Customer Spend = Territory Potential
12. Step 3a – Forecast Spend Potential
Evaluate customer potential in relation to Total Prospect Employees
13. Step 3b – Forecast Spend Potential
Future iterations should include added precision of:
Potential spend by Revenue
14. Step 3c – Forecast Spend Potential
Future iterations should include added precision of:
Potential spend by # of Subscribers by Operator by Country
Example of Brazil
15. Phase 3d – Final Forecast to Predict Potential
Annua l N umbe r of Fore ca ste d
Compa ny (Prospe ct) R e v e mploye e s Custome r Size Bucke t Sa le s
Amp Group Holdings Limited
$ 963 2,014 >=2,000 Empl $ 587,193
Pgg Wrightson Limited $ 954 1,995 >= 1,500 and <2,000 Empl $ 277,170
Goodyear Tyres Pty Ltd $ 924 1,937 >= 1,500 and <2,000 Empl $ 277,170
Dp World Holdings (Australia) Limited
$ 880 1,852 >= 1,500 and <2,000 Empl $ 277,170
Tbp Group Pty Ltd $ 872 1,836 >= 1,500 and <2,000 Empl $ 277,170
Bandelle Pty Limited $ 872 1,836 >= 1,500 and <2,000 Empl $ 277,170
Suncorp-Metway Ltd $ 8,592 16,953 >=2,000 Empl $ 587,193
Manningtree Investments Pty Limited59
$ 8 1,811 >= 1,500 and <2,000 Empl $ 277,170
Input data to
regression. Use if R-
Square is >65%
How to read a
regression
equation, then
use formula to
predict sales
17. Step 4 – Map information to territories
Territory Pot = Existing Customer Base + Pipeline + Prospects
Overlay 3 Components and remove duplicates
Territory Size
# of # of # Total Territory
Territory Rep ($M Potential
Opportunities Prospects Customers (# of accounts)
Spend)
Terr #1, N.
John Smith 71 432 12 515 $192.0
America
Produce Territories with concise geographic boundaries:
19. Phase 4b: Optimizing Territories
141 customers selected (Blue Zips highlighted)
Geographic Analysis
shows that 141
customer are in
targeted area.
Note that you can
change Territory
boundaries by
dragging and
dropping.
20. Step 5 – 6: Produce and Refine Territories
Understand Potential Distribution
Prioritize Accounts in each Territory
Best Practice: Assure reps with largest work capacity and historical win rate
get largest Territorial Patch
Know Prospect density
Heat Map Identifying Opportunities + Prospects by Geography
21. Input to: Territory Sizing Calculator
Territory design
calculator
Data
Assumption
22. Sales Territory Design Questions
1. Have you segmented your existing customer base?
2. Do you understand what drives customer spend?
3. Have you used customer spend knowledge to flesh
out market potential?
4. Does your knowledge of the above impact
forecasting accuracy?
5. Are your territories balanced?
23.
24. Further interest….
Sign-up for a free sales methodology planning consultation by:
E-mailing info@salesbenchmarkindex.com
Additional questions can be sent directly to:
Bryce.Record@salesbenchmarkindex.com
Join us for our next Webinar….
Filling Open Reqs with Top Talent Fast – Recruiting, Selecting, and
Ramping Sales Leaders – RSVP Here
Thursday, January 12th , 2012
1:00 p.m. Central
30 minutes
Register at http://www.salesbenchmarkindex.com
Thank-You for attending…
Hinweis der Redaktion
Step 1 – Baseline Current PerformanceAnalyze existing pipeline/forecastStep 2 – Analyze Existing Customer SpendSegment existing customer data by (use correlation analysis to determine applicability of each dimension)# of Subscribers# of EmployeesRevenue SizeUse historical customer billings to analyze spend by segmentDetermine appropriate “frontier” for existing customer spend by segmentStep 3 – Determine Market PotentialSegment prospect data by:# of Subscribers# of EmployeesRevenue SizeApply existing customer spend “frontier” to prospect segments to determine Market PotentialStep 4 - Map Prospect/Customer Data to TerritoriesGroup Accounts by Segment# of Subscribers# of EmployeesRevenue SizeAssign by Account Location (HQ location)Evaluate Existing Customers By Territory To Determine PenetrationEvaluate Pipeline by Territory To Determine PenetrationStep 5 - Produce TerritoriesProspect/Customer PotentialWorkload RequiredNumber of Prospect/Customer AccountsStep 6 - Review and Refine AssignmentSales Management ReviewAccount PrioritizationStep 7 – Implement Sales Performance ManagementTerritory Level Goals
Regression analysis can help you forecast market potential for the salesforce.
Note to Presenters: For Phase 3 – provide a slide that lists all the Sales-generated Analysis spreadsheets, any Sales-created courseware, any Sales-created Job Aids, and any Sales-created Change Management tools and content. Them, for each item on the list, include a snapshot of the artifact and use callout bubbles super-imposed over the snapshot image to indicate your commentary. Also, show the mid-Project review that was conducted and the results.