Watch the webinar: http://bit.ly/KrDWZn Emcien’s 3-part webinar series featured executives from NCR Corporation and explored the effects of product variety on companies. The discussion began by defining the current state of the industry and how product variety is impacting organizations. We then discussed how companies can diagnose and repair the underlying causes and maintain a highly profitable product portfolio. Lastly, we wrapped up with the critical concepts around empowering sales for dramatic improvements in sales efficiency and revenue.

1. What is Product Variety
Costing your Company?
Webinar 3: Product Variety and
Sales Enablement

2. • Director of Sales Operations for NCR
Corporations’ Global Sales team
• Passionate for improving sales
productivity
• Dedicated to finding transformational
improvements
Kate Laneve
Director of Sales
Operations at NCR Corp.
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3. About NCR
• Assisted and self-service
solutions, offered for:
– Financial, retail, travel, hospitality,
gaming, government, telecom and
technology services
• 100+ countries
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4. Customer Diversity in Global Markets
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5. Current State of the Sales Force
• Direct and channel sales
• Over 900 sales reps
• Over 130 countries
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6. Rich History in
Sales Innovation
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7. NCR Products
• Over 50,000 products
• Sales can sell any
product into any
customer
– ATM to retail customer
– Retail to ATM
customer
– Etc.
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8. Product Variety and the Sales Force
• Adds time to the sales process
• Reduces sales efficiency
• Can create errors in the configuration
• Incomplete information to the seller
• Increase time to respond to changes
• Lost opportunities
• Time to ramp new hire sales people
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9. What is Variety Costing Sales?
• 10.5% of sales time is spent on:
– Solution definition
– Configuring & pricing the solution
– Tracking deliveries
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10. What is the Opportunity Cost?
If average annual sales quota = $4M
• 1% of sales time = $40k in revenue potential
• 10.5% sales time = $420,000 / sales person
• If you have 100 sales reps,
then the opportunity cost = $42,000,000
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11. A Reactive Organization
Lack of coordination between Demand, Supply, and Products
What
should
we
put
in
the
demand
plan?
What
should
I
be
selling
to
this
S & OP
prospect?
Emails and Supply Chain
Sales Spreadsheets Planning
What
should
we
Our
salespeople
Product be
building?
have
no
idea
what
Management
they’re
selling
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12. The Journey
The Gartner Maturity Model
STAGE 4
STAGE 3 Value Focus
STAGE 2 Demand Focus • CEO Sponsorship
STAGE 1 Brand Focus • COO Sponsorship • Multi-enterprise,
Agile
• VP Supply Chain • Integrated
Market Focus
Sponsorship Programs
• Departmental
Sponsorship • Business Team
• Silo Focus
REACT ANTICIPATE COLLABORATE ORCHESTRATE
SOURCE: Gartner, August 2010
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13. The Journey
The Gartner Maturity Model
STAGE 1 STAGE 2 STAGE 3 STAGE 4
Market Focus Brand Focus Demand Focus Value Focus
REACT ANTICIPATE COLLABORATE ORCHESTRATE
Improved Demand
Band aids and supply chain Integrated sensing &
duct tape planning S&OP demand
process shaping
SOURCE: Gartner, August 2010
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14. A Systemic Solution
Demand Shaping Demand Sensing
Operations and
Demand Product Management
Sensing
Demand Assess/Supply
Shaping Chain Plan
Sales Operations
NPI
Analyze
Product the Market
Management
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15. Demand Sensing and Demand Shaping
Demand Shaping Demand Sensing
Operations and
Demand Product Management
Sensing
Demand Assess/Supply
Shaping Chain Plan
Sales Operations
NPI
Analyze
Product the Market
Management
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16. How Guided Selling Works
Sales
Operations
What’s selling where; and PM Defined Customer
to whom; when and Segments; where to
how often? go & what to sell
Guided Selling
of Advocated
Go to Market
Solutions
Strategy Demand
Shaping
1 2 3
Good Bad
Buying Pattern
Analysis
Optimized performance;
margins/pricing, lead-
times, inventory,
customer satisfaction
Operations
and PM Slide
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17. What Does Success Look Like?
• Reduction of 20 minutes per quote
– Estimated 5% of time per year
• More time to prospect, sell, and build
relationships
– Higher top line growth
• Ability to present the entire solution
– Increase up sale potential
• Guided selling to focus on higher margin
configurations
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18. 2012 Sales Kick-off
• “Absolutely what we’ve needed!”
• “Fabulous way to save me time!”
• “This is incredibly fast!”
Quotes from the sales team
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19. Value Focus
Product variety is a cross-functional problem that can’t be
solved with stovepipe mentality.
The solution requires executive sponsorship and support
from all the functional areas.
John Bruno Peter Dorsman
CTO and EVP
EVP Corporate ISG and Global
Development Operations
Peter Leav
Bill Nuti Bill VanCuren EVP
CIO Global Sales, PS
Chairman, and Consumables
President and CEO
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20. Cultural Change
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21. The Ultimate Goal
• Perfect sales execution
– Coordination with Ops for on-time delivery
• Happy customers
• Efficient and happy sales force
• Significant increases in revenue
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22. Next Webinar
This is the last webinar in this series.
We are planning more informational webinars in
the near future. Stay tuned for more.
www.emcien.com/webinars
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