This document discusses implementing a data-driven territory management strategy to improve client engagement and sales effectiveness. It proposes identifying client needs through data analytics, creating "Client on a Page" profiles, and selecting optimal clients to contact using a "SMART" system. An initial pilot showed increased lead conversion rates, win rates, and revenue from the SMART-selected clients compared to rep-selected clients. The document recommends fully integrating the approach into systems and processes to maximize adoption and business benefits.

1. © 2015 IBM Corporation
72%of Territory with
identifiable
Client Needs
What’s the Business Challenge?....Executive Summary
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Symptom : A lot of smaller customers exist without extensive ‘relationship cover’ - sales reluctant to invest much time without
seeing adequate return. Sellers often see small customers as non-strategic, don’t invest too much time, only engage close to
renewal event and don’t sell the stack creating a self-fulfilling prophesy.
URGENCY
Cause : Sellers don’t know how to effectively manage the territory to maximum return on investment where
time and effort are at a premium. We keep reverting to our known cohort of key clients and don’t know where
to start fishing in the bigger sea of volume business.
small customers remain small

2. © 2015 IBM Corporation
What’s the value proposition?
2
Objective to create an ALTERNATE engagement cycle with
Clients outside normal reasons of call
Need Territory Management approach with data to mine for
upsell and drive sellers to Clients at right time
want to
V

3. © 2015 IBM Corporation
3
Territory
Management
CLIENT
based
OFFERING
based
Two Territory Management strategies

4. © 2015 IBM Corporation
Where to start on the question of client engagement – Who, What and Why?
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Identify with sellers all Sights, Sounds and Smells that would indicate a potential customer need and we’ll go get it…
Contract
Data
Pipeline
Intelligence
Attach
Intelligence
Install
Base Data
Technical
Upsell
Digital 360°
view of customer
Market
Intelligence
Competitor
Intelligence
Account
Intelligence
Everything We Know about Client…
2 key deliverables
Actionable ‘Next Best
Customer’ selection
1 2

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How – helping build a visual sales narrative focused on client needs
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??
There’s a LOT of STG activity on this
account at the moment and none of it has
any maintenance attached! Is there a tech
refresh happening? Seems to be Power +
Storage…must investigate.
1
There’s been no
TSS NetNew on this
customer in last 6
months…..
No renewal
currently this
Quarter and the
178 boxes under
cover with us are
worth $19k per
annum but new kit
Oppties suggest
scope to expand.
2
Odd. They have
most of their
assets covered
on a Direct
contract but
some isolated
boxes under a
contract with a
Business
Partner. Why?
Must
investigate…..
?
3
Hmm…a lot of
boxes on low levels
of only 9 to 5 cover.
Seems odd given
that they have
mission critical
applications for
Wimbledon. Must
ask.
?
4
We lost a TSS
Oppty to get
more business
out of this
customer a Year
Ago. I should
call to see how
they’re getting
on with the
service.
5
No multi-vendor that we can see but WinBack suggests there’s
more we could do that haven’t captured yet. Must investigate…..
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6. © 2015 IBM Corporation
How – helping sellers optimize client selection in an actionable way
??
Improved Client Selection
Challenge is ALWAYS about client
selection and the often competing
and conflicting multiple directions
being given to sellers......
SMART yields higher than average Oppty
with higher Win Rates compared to Rep self-
sourced Oppties.

7. © 2015 IBM Corporation
Benefits Framework for SMART Analytics Programme
Time
Process
Effectiveness
Client
Engagement
Sales
Effectiveness
Financial
What – are the results from current approach?
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524 SMART Customer Calls 2H
1.5/Rep/Wk - 13 SMART calls per Rep
Lower than target Call Rates
51% of Targeted Clients called
Terr Penetration increase 20% to 25%
SMART also used with 165 Renewals
2
20% Lead conversion vs 4% LDR avg
56% WinRate vs 50% NetNew avg
$23k Avg winvs $21k standard netnew
80% of New Opps no Renewal in Qtr
> developing new engagement cycle
> spreading forecast risk
3
4
$1.7m NetNew Pipe
• o/w $1,100k Won
• o/w $530k Lost
$295k NetNew In Qtr Revenue
> o/w $175k Won
> o/w $120k Lost
5
Sellers spending > 3 Hrs per day on Pre-Sales
Admin
Sellers spending 1’20” per day on Customer
Research
1
1095 Customers On A Page created
Production Capacity 11 CoaPs/Rep/Wk
93% clients have some upsell hooks
2H process allowed Sales Mgrs prioritise
3,925 – 34% of clients deemed 2H focus
*Hard Numbers ONLY considering Oppties that were created AFTER seller
was provided with a Client On A Page. Pre-existing Oppties EXCLUDED
Seller Time Customer Contact
Platform DevelopmentData Quality
GamificationExpanded client views
Improved Client Selection
Drive Sales URGENCY
Admin tasks
bottleneck capacity to
make more calls
SMART yields higher than
average Oppty with higher
Win Rates compared to Rep
self-sourced Oppties.

8. © 2015 IBM Corporation
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Which
resource do I use?
Engage
iBS
Engage
LDRs
Engage
Mkting
Which is the BEST SALES
RESOURCE to use for a client set?
4
Am I talking to the right PERSON at
the right ORGANISATION?
Who
do I call next?
1
Implement data-driven approach to client
selection integrated into SalesConnect.
When
do I call?
Where do I get the TIME TO CALL
and when is best to ENGAGE?
Time
Ahead
Time
Saved
3
What
do I talk about?
What do we KNOW about client and
what’s the right TOPIC to lead with?
Implement 360 degree view of both client
organisation and top personas
2
5
How do I provide my customer with
RIGHT INFO via the RIGHT MEDIUM?
How
should I engage client?
Ensure targeted local market enablement from
marketing and offerings to support client cohorts.
3x renewals-led calls
Client
Engagements
Calls
Converted
Pipeline
Created
Wins
Closed
Wins
Value
Data-driven, Persona-based system of engagement to drive
optimal territory management triage via Marketing, Social, LDRs
and iBS to increase penetration and revenue
How
do I expect to perform?
data-driven
revenue
$
How does Digital ‘data-driven engagement’ change the status quo?
5

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PROGRAMME
set-up
What other deliverables must be achieved
in order to maximise end-user adoption.
How READY are we against the key
pillars that will deliver ADOPTION
4
Are we tackling the REAL PROBLEM
and identified all OBSTACLES
PROBLEM
discovery
1
Implement user-centric design programme
to ensure solution fits requirements.
PERSONA
discovery
Who are key CUSTOMER PROFILES
and what NEEDS have they
Using seller workshops develop key
persona ‘scripts’ to leverage artefacts.
3DATA
discovery
What are the key DATA SETS and
how do users RANK IMPORTANCE
of each
Conduct data audit, seller ranking and
analytics to develop ranking system
2
What are the transformation stages to move from As-Is to embedded Territory Management?
BENEFIT
map
5
What are TARGETS over baseline
performance for key benefits?
Conduct full business benefit assessment
and determine targets against key items.
MANAGMENT
system
6
How will we use management
system to IMPLEMENT EXECUTION
Determine how SMART-suite management
system will be used to drive engagement
Client
Engagements
Calls
Converted
Pipeline
Created
Wins
Closed
Wins
Value
Data-driven, Persona-based system of engagement to drive
optimal territory management triage via Marketing, Social,
LDRs and iBS to increase penetration and revenue
How
do I expect to perform?
data-driven
revenue
$