Each year, companies invest trillions of dollars in their sales forces, partners, and marketing activities in an effort to acquire new customers, while retaining and growing existing ones. Yet too often, for many companies, planning and execution are insufficiently rooted in customer insight, and they lack a clear understanding of the sources of sales growth, including where and how this opportunity can be captured. While this is arguably the most foundational element in sales planning and effectiveness, most companies struggle with how to develop this level of insight and integrate it into the planning process. During this session, Kyle Heller will share insights from ZS Associates’ years of leadership in this area, including: The importance of developing a measure of sales opportunities at the account level for use in sales and marketing planning and execution Best practices, challenges, and key success factors in developing, implementing, and managing sales opportunities at the account level The value of embedding account-level sales opportunities in Anaplan, and the platform's ability to improve the decisions you

2. #AnaplanHub16

3. #AnaplanHub16
`
Transformative Planning
Powered by Sales Opportunity
Kyle Heller
Associate Principal, ZS Associates

4. #AnaplanHub16
Is this how you’re running your business?

5. #AnaplanHub16
Effectiveness starts with customer insight…
SALES FORCE
DESIGN
Effective & efficient
coverage of the full
target account
universe with a
structure and
deployment that
best fit the value
proposition and sales
process strategies
SALES
STRATEGY
Customer focused
strategy targeting
the best growth
opportunities
with differentiated
and mutually
valuable offerings
CUSTOMER
ENGAGEMENT
PROCESS
Customer focused
and expertly
executed sales
processes and
planning
that maximize
mutual value
and trust
PEOPLE
AND SKILLS
Sales managers
and sales people
with the knowledge,
skills and attributes
required to excel at
their respective
roles and
responsibilities
MOTIVATION
Highly motivated,
performance focused
and accountable
sales force
committed to
“getting it done”
and “doing it right”
SALES
OPERATIONS
Highly efficient support capabilities that provide the sales force with the information, expertise,
speed-to-market and efficiency needed to achieve superior performance
sfenavigator.com

6. #AnaplanHub16
…and a granular & integrated perspective
Customers &
Prospects
• Firmographic & industry data
• Historical sales performance
• CRM information
• Cx & buying process requirements
• Engagement and position status
• GTM model and business plan
• Sales growth sources & priorities
• Historical performance insight
• Solution fit & current penetration
• Voice of customer insights
Company Strategy
& Solutions

7. #AnaplanHub16
Developing a measure
of Sales Opportunity
1. Organize the right data
2. Cluster like accounts
3. Establish a frontier
4. Project sales potential
5. Apply some logic
5 steps for measuring
sales opportunity

8. #AnaplanHub16
Integrating opportunity is transformational
2
Account assignments
3
Capacity planning
4
Territory design
5
Sales process execution
1
Sales force structure
6
Account targeting
7
Account planning
8
Coaching
10
Goals & incentives
9
Performance evaluation

9. #AnaplanHub16
Transformational planning impact
~5% revenue growth,
simply from balancing
workload & opportunity
Territory Planning Account Planning
Up to 10% revenue
growth, based on better
visibility and targeting
Quota Planning
Up to 5% performance,
motivation (fairness), &
financial predictability
ZS’ SFE Explorer Study

10. Q A
Kyle Heller
+1 650 762 7818
Kyle.Heller@zsassociates.com
www.linkedin.com/in/kyleheller
Stop by our booth to see a demo of our Sales
Opportunity based planning app