This document provides an overview of sales challenges and best practices for B2B startups. It discusses topics like developing a value proposition, analyzing customer needs, sales planning, and sales controlling. The document contains an agenda, descriptions of typical sales challenges for startups, frameworks for sales planning and assessing customer potential, examples of sales KPIs and tools, and contact information for a sales consulting firm.
3. 2
Sales challenges for b2b start ups
Start up competence
Success factorsSales barriers
Challenges
Lead management: turn leads into customers
Develop a convincing value proposition
Adress customer needs and pain areas
Unlock hidden customer potential
Entrepreneurship
Engagement
Pragmatism
Just do it (MVP-approach)
Lack of investment in sales
Too much emphasis on product and features
No convincing value proposition
Sales actions are not implemented
Sales planning with budget, resources
Customer need and pain area analysis
Dedicated sales management team
Implement action plan and review actions
@ CE-Sales Consulting 2016
4. 3
Sales management evolution @start ups: go to next level
no sales planning
no lead management
best practices
focus on products
sales planning
focus on marketing
governance
tools and processes
Phase 1:
trial and error
Phase 2:
collectors
Phase 3:
farmer and hunter
Phase 4:
kingdom
Phase 5:
nation building
sales performance
management
sales management
excellence
sales skills
sales management roadmap
start up in planning < 1 year 1 - 3 years > 3 years
key questions:
• my first customer?
• the best channel?
• tead generation?
key questions:
• sales controlling?
• sales team management?
• budget?
key questions :
• International sales?
• tools, Big Data, CRM?
• Incentive and salesbonus ?
@ CE-Sales Consulting 2016
6. 5
Assess your start up
Target assessment
case study: sales performance auditbest practice: sales performance audit
basic assessment
yes no
Sales targets set up
Customer and market potential
Sales plan approved
Sales strategy implementation
Review sales actions
0
1
2
3
4
5
Kunden
Management
Marketing
Support
KPIs
Portfolio
Tools
Start Up 1
Start Up 2
Best Practice
Status Target
Action plan
Sales
management
corporate
revenue
target
by region by channel by product by key
customer
Marketing corporate
target
by region by channel by product by customer
group
Tools IT budget CRM analytics monitoring training
@ CE-Sales Consulting 2016
8. 7
Best practice: top down target planning
Corporate targets
Sales targets
by region
by sales manager
by key account
revenue target 16 m
Euro
profit target
20 %
revenue target
12 %
profit target
5 %
target 4 m Euro
profit target
20 %
target 0.5 m Euro
profit target 20%
revenue target
0,1 m Euro
profit target 20%
@ CE-Sales Consulting 2016
9. 8
Channel management scope
Direct sales
Channel assessment
Portfolio
fit
Customers
Cost-benefit
ratio
ads
email
web
Call center
Sales Force
revenue per
contact
costs per
contact
Sales Force Options
Direct Indirect
Agents
Distributors
Retailers
Integrators
Alliance
AdvertisingPromotion
DirectMail
Telemarketing
Internet
Non-Sales Force Options
Partner sales
+ -
DirectSales
Force
Fix costs
scale
scale
Support, service
Risk transfer
Know how tranfer
Traning cost
Lower margins
No direct access to customers
competition
Quality of sales partners
Management
Gross Margin
Direct access to customer
Better communication
Strategic
fit
@ CE-Sales Consulting 2016
11. 10
Out now: The Startup Comic!
The Adventures of Startup Phil
Episode 1: Cracking the mysterious sales code
This is the story of Phil, a young startup founder and his adventures trying to sell his new product.
The comic explains basic concepts of sales for startups.
The comic is for startup founders, students, marketing, sales professionals and managers,
who have not lost their sense of humor.
Author: Fred Kauffmann, Illustration: Cam Anh Nguyen
Check it out on Amazon (Kindle shop) for digital
download
https://goo.gl/Kdr8dv
Dear slidesharer, just a second….this is an ad….
12. 11
Sales
Customer
Customer assessment
Case study: relationship matrix
Sales and buying process
Customer profiling
Market analysisWho is your customer?
Process analysisBuying behavior ?
Org analysisDecision process?
Need analysisCustomer pain areas?
Channel analysisChannel?
S5
contracting
S4
offer proposal
S3
quality leads
S2
offer solutions
S1
Assess needs
E5
contracting
E4
supplier
selection
E3
solution
selection
E2
solution
research
E1
Pain aera,
needs
Board (CxO)
Delivery
department
2
IT
department
1
Purchase
IT
department
2
Delivery
department
1
Key Decision Maker Influencer
User Approver
@ CE-Sales Consulting 2016
13. 12
Key Accounts: audit your start up
Audit your start up
Case study: KPI share of wallet
Case study: growth strategy
Audit your key customer
Company strategy, financials
Market challenges i.e. technology, supplier, customers
Organisation chart, decision matrix, purchase process
Purchase volume, suppliers
Share of wallet
Leads, opportunities, wins
Team/resources
Customer relationship matrix
2012 2013 2014 2015 2016 2017
growth
telco customer revenue growth
CAGR 10%
10
50
30
10
70
20
10
Share of Wallet (%)
Basic Services
Share of Wallet (%)
New Services
start up competitor 1 competitor 2 competitor 3
New portfolio services
Standard services
@ CE-Sales Consulting 2016
19. 18
Get leads and customers: Lead source Checklist
Lead sources
Checklist
yes no
Advertising (online)
Partner and alliances
Webinars, workshops
Advertising (offline)
Public Relations
Sponsoring
Networking
Website
Communities, Blogs
training programs
Referrals
Industry portals
Press reports
Your events
Congress, fairs
20. 19
Productivity tools for start ups
CRM
Agile CRM
SugarCRM
SalesForce.com
Pipedrive
Base
Marketing
Google AdSense
Switchrus
Analytics
Google Analytics .
Kissmetrics
Clicky
Chartbeat
Competition
TechCrunch
VentureBeat
Entrepreneur.com
Forbes
Email Marketing
Madmimi
Activecampaign
Sendgrid
Mailchimp
Real World
MethodKit
Communication
Hall
21. 20
CE-Salesconsulting
Management
Consulting
Sales and Account Management
Business Development
Business Strategy
Partner Management
Business Coaching
Interim Management
Project and Programm Management
Phone + 49-89-66 81 12
Mobil + 49-170-773 36 30
contact@ce-sales-consulting.com
http://www.ce-sales-consulting.com
Dr. Manfred Kauffmann
@ CE-Sales Consulting 2016