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Account planning.pptx

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Account Strategy Template
Account Strategy Template
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Account planning.pptx

  1. 1. Account Planning Sales & Pre-Sales Cloud Journey @mscherbaum mscherbaum@salesforce.com ​Michael Scherbaum ​Sr. Mgr. Partner Field Development
  2. 2. Forward-Looking Statements ​Statement under the Private Securities Litigation Reform Act of 1995: ​This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. ​The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. ​Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Account Planning for this fiscal year Today’s Agenda Territory PlanningWhy are we here? Account Planning ​Questions
  4. 4. Salesforce Initiates FY18 Revenue Guidance of $10.1 Billion to $10.15 Billion Connecting to customers in a whole new way Decision Analytics Custom Apps Connected Buildings Partner Community Marketing One Schneider Service One Schneider Sales Commerce ​“…Closing a record number of large transactions as more and more companies look to Salesforce as their trusted advisor to redefine their customer strategies.” - Keith Block
  5. 5. ​$1M is the seed ​Long term relationships ​Sell value ​Court CIOs & court CxOs ​Transformational decisions ​All Clouds ​Know their industry & business We’re Transforming Our Thinking & Actions ​$1M is a big deal ​Transactional ​Pitch products ​Hide from CIOs ​Departmental decisions ​Single Cloud ​Know CRM 2000 vs. 2017
  6. 6. Process, Technology and Cultural Transformations Drives Enterprise Selling ​Opportunity Focus ​Business Requirements ​One Sponsor ​Demo ​Connect the Dots ​Proof Points ​AE + SE ​Next Steps Account Strategy Enterprise Transformation Multiple C-level Evangelists Floor Walking, POC Exec Mapping for Long Term Engagement ROI Business Case Large, Global Team Mutual Close Plan
  7. 7. Most companies do sales planning like this ​Strategic thinking and operational excellence: How often do we look at our territory? How many opportunities do we deal with every week?
  8. 8. Having a strategic plan for the account is key Drive consistent and well managed set of activities to ensure effective strategic, tactical and territory account planning for FY18: How often do we look at our territory? How many opportunities do we deal with every week?
  9. 9. Roles of creators and consumers Discover Value Execute Plan Achieve Goals Account Plan Monitor Performance Close Big Deals AEs / RVPs AVPs, Execs, Team Review Accounts
  10. 10. Account Planning
  11. 11. Building An Account Strategy Takes Time Profile Analyze StrategizeExecute Share
  12. 12. AE Deliverables: Account Profile Summary Profile - Know Your Customer Industry Trends Review the industry primers before starting Company Financials What businesses are they in? Is the company profitable? Are they growing? CEO Letter Review what is top of mind to the CEO Strategic Initiatives What are the stated Initiatives Go To Market How do they sell and in what markets? Competitive How are their competitors doing? Company / Industry Buzz What are the news, blogs, boards saying?
  13. 13. Team Deliverables: Business Unit Summary Influence Map Install Base Success Stories Analyze - Be An Insider Discovery Confirm top priorities with executives Business Units Dive into business strategies Breakdown employee counts and revenues by business unit Identify where the business investment is happening Know Where Power Is Build an organizational influence map IT & Business Infrastructure Understand what’s implemented and what’s coming up for upgrade Identify who makes IT decisions Success & Usage Statistics Build the success stories Know what’s working and what’s not Partners Which GSI partners have relationships inside the account
  14. 14. The account plan - Influence Map Classify your contacts to get a better understanding
  15. 15. Team Deliverables: Account Plan (internal) Shared Vision (customer facing) Strategize - Map Out A Strategy Demand plan Prioritize where to focus Build a standardization strategy Value Statement Align the entire team around a value statement Connect the Dots Define an executive outreach strategy. Map Salesforce executives to company executives. CIO Journey Identify top CIOs to take through the CIO journey program. Partner Strategy Decide which partners to engage Success Metrics Agree on what success looks like in 1 year? 2 years? 3 years?
  16. 16. AE Deliverables: Action Plan (Timelines & Owners) Executive Outreach Plan ROI / TCO Assessment Execute - Translate Strategy to Action Solution Map Define solutions required for standardization decisions Events Strategy Align execs with upcoming marketing events. Connect the Dots Set timelines and owners for executive outreach. References Strategy Plan for a comprehensive reference outreach Application Rationalization Earn the trust of IT to uncover their IT backlog Business Case Build an ROI/TCO assessment Reviews Discuss follow up and cadence for team reviews (weekly, bi-monthly, monthly)
  17. 17. Create & Execute Action Plan Typical Action Plan Tasks Build org charts Reach out to executives Determine budget information
  18. 18. Share the strategy and vision Meet with the customer - Sharing your strategy and vision will help to create a mutual plan - Test the vision, iterate as you go End result - Better understand your customers needs and aligning effective value propositions - Finding the whitespace and opportunities with your account team - Develop a clear strategy tied to an executable account plan - Grow installed base and win new logos Share your ideas to co-create a vision with the customer
  19. 19. Make it a working session not a review Drive the discussion toward broadening our footprint - Think Big Get everyone involved Assign actions to everyone – not just the AE Track the action plan in the app Set a follow up date right away Best Practices For Account Planning Sessions Selling is a team sport
  20. 20. The Questions You Need To Be Ready To Answer 1. What is the health of the business? 2. What are the company’s top corporate priorities? 3. What is the company’s fiscal year end? 4. What is the account strategy at the corporate or BU level? 5. How many employees does this company have? 6. What is our strategy to drive a standardization decision? 7. What is our executive engagement strategy? Account Strategy Questions
  21. 21. Territory Planning
  22. 22. Let’s start at the beginning You can only build on success. What are your greatest accomplishments from last year? What are you most proud of? What are you committed to achieving, doing, giving, sharing or being in the next year? You can't manage what you don't measure, how will you think big? "What is my specific plan to reach my annual quota in the first 6 months of the year? What are your FY18 goals?
  23. 23. Categorize your target accounts (whales, elephants): Who are your big bets: - ABC - DEF Identify Tier 1,2,3 installs and prospect accounts Identify and engage key executives (C-level) in every Tier 1 & Top 10 prospects Key metrics for success (adapt for your situation): - Meet top xx installs by xx/xx/2017 - Build xx.xx EUR/USD of new pipeline per month AE prospecting – Building your pipeline
  24. 24. Business Dev & Marketing Plans Selling is a team sport Your prospecting plan Salesforce AE/EBR campaigns Putting the marketing machine to work Partner initiatives together with salesforce e.g. business breakfasts, lunch & learns, topic or industry specific events Selling is a team sport
  25. 25. Detailed breakdown of top customer accounts (ideally completed in your salesforce instance): - List accounts, ACV goal, EBC candidate, who is multi-cloud prospect Top 10 prospect accounts - Name, industry White space reports for your Tier 1 accounts
  26. 26. Questions

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