Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Driving growth & profitability through sales excellence

2.662 Aufrufe

Veröffentlicht am

Presentation by Dr. Juha Mattsson in Teknologiateollisuus event "Myyntiosaamisesta kilpailuetua" 14.5.2013.

Veröffentlicht in: Business, Bildung

Driving growth & profitability through sales excellence

  1. 1. Driving Growth & Profitability through Sales ExcellenceDr. Juha MattssonManaging Director & Co-Founder, Symbioosijuha.mattsson@symbioosi.fiTeknologiateollisuusMay 14th, 2013We transform sales into a competitive advantage
  2. 2. Symbioosi:Trusted Sales Transformation Partner and Sales Innovator© Symbioosi Partners, Juha MattssonWe drive Sales Excellencefrom strategy to hands-on executionOur key Industry ExperienceThe Unique Combination that makes usa leading partner in sales developmentVision, strategy,business modelOrganization, processes,practices, tools, systemsPeople, competencies,culture, actionIIIIII2TechnologyIT & telecomLogisticsFinancial servicesMetal & engineeringIndustrial servicesWood productsConstructionSenior experiencein leadership andtransformationInternationalbusiness andacademic networkProven track record inagile improvementof sales capabilitiesSignificant profitability &growth impacts in 100+client assignmentsTop talent andsolid knowledge baseProjectdelivery experiencein multiple countriesSome of our Reference Customers14.5.2013
  3. 3. SalesTransformationOperational SalesExcellenceSalesInnovationOur Service Offering focuses on driving top-line growth andprofitability through excellence in sales© Symbioosi Partners, Juha Mattsson3End-to-end salestransformation programsto drive a strategic change. Adopting service businessmodels From selling products toselling life-cycle solutions From cost-plus to value-based pricingDevelopment programsto improve efficiency and buildsales capabilities. Funnel management &reporting Account management Value-based pricing Sales tools, systems & data Win-plans & bidmanagementCustomized projects forcreating, validating andexecuting a new model. New product/conceptvalidation Customer development Go-to-market Channel strategy Product launch Expansion to new marketmarkets & segmentsI II III14.5.2013
  4. 4. How to drive growth, profitability, innovation and renewalthrough sales excellence?© Symbioosi Partners, Juha Mattsson4 14.5.2013
  5. 5. Customers&MarketsProductOfferingSales &MarketingModelMake buying"dangerously"easyOptimizeproduct-market fitBuildscalabilityIIProfitableGrowthIIIIUnderstand how, why andwhen your customers makea purchase decisionCreate an end-to-end salesand marketing machineUnderstand how youroffering generates value toyour customersCustomer and sales driven strategy© Symbioosi Partners, Juha Mattsson14.5.20135
  6. 6. Customer Development is a proven methodology to validateand build a customer base during R&D© Symbioosi Partners, Juha Mattsson6 14.5.2013PROBLEM Core Customer-Problem-Solutionhypothesis Positioning Customer acquisition Market sizeSOLUTION Platform Architecture FeaturesCUSTOMER PRODUCTCUSTOMERDEVELOPMENTPRODUCTDEVELOPMENTFeedbackITERATIVE VALIDATION OF PRODUCT/MARKET FIT
  7. 7. GrowRevenuesReduceOperationalExpenses(OPEX)Reduce CapitalExpenditure(CAPEX)RemoveDisturbances(risk)1. 2.3. 4.7Sell business impacts & value14.5.2013 © Symbioosi Partners, Juha MattssonIII FeaturesII BenefitsI Business value
  8. 8. GrowRevenuesReduceOperationalExpenses(OPEX)Reduce CapitalExpenditure(CAPEX)RemoveDisturbances(risk)1. 2.3. 4.8Sell business impacts & value14.5.2013 © Symbioosi Partners, Juha MattssonFeatureFeatureEnergyefficiencyIII FeaturesII BenefitsI Business valueNeed forless capacityFeatureDesirabilityof productsOptimizationof installedbaseServiceFeatureReliability,durabilityFewerproductionstopsLess servicecost
  9. 9. Building an end-to-end sales and marketing machine9Existingaccounts2. DELIVERY &ACCOUNT MGMT3. CUSTOMERHARVESTING &PRIORITIZATION1. SALES PROCESS &FUNNEL0. MARKETING &PRODUCTIZATIONBrand marketingProductdevelopment &managementSales-drivenmarketingMarket intelligenceand segmentation© Symbioosi Partners, Juha Mattsson14.5.2013Strategy & Business ModelProduct-marketfitLeadgen, e-sales,marketingautom.Sales process &funnel mgmtAccount mgmtCustomermanagement/priorization
  10. 10. Fine-tuning sales operations© Symbioosi Partners, Juha Mattsson10SYMBIOOSI SALES AUDIT14.5.2013
  11. 11. Vision,Strategy,Business modelOrganization,Processes,Practices, ToolsPeople,Competence,Culture, ActionStrategic ManagementProcess ManagementLeadershipProfessional sales managementIIIIII• Customer focus & market positioning• Value proposition and product offering• Sales & marketing model• Business model: revenue sources,operational models, drivers of profitabilityEstablish a shared, crystal clearCustomer-Offering-Sales strategyEstablish structures & practices thatenable the systematic execution ofthe staretegy and business model• Reporting, funnel management, KPIs• Opportunity management & steering• Sales processes, roles & responsibilities• Tools, systems & data• Sales management practices• Coaching and authentic leadership• Competence development• Incentives & compensation• Sales spirit, culture, motivation• Sales HRMaximize the scalability of customeracquisition & earning modelsEstablish high-motivation andhigh-performance teams thatdeliver superior results – andlead them accordingly14.5.2013 © Symbioosi Partners, Juha Mattsson11
  12. 12. OperateTransformation to service & solution business14.5.2013 © Symbioosi Partners, Juha Mattsson12Concept Planning Installation DecommissionMaintainSystemComponent Product businessProject businessService business forcontinuing partnershipSolution business forvalue co-creation Need mapping Requirements Special need &innovation Technicalspecifications Product selection Schedules Supply & logistics Installation &testing Handover Processoptimization Spare parts Service Modifications RefurbishmentTypical life cycle of customers business (B2B)Evolution of suppliers business scope and value creation
  13. 13. Service selling is often the limiting factor for successfulsolution sellingProductSolutionSolutionService Product ServiceSolutionProduct ServiceSolutionProduct Service14.5.2013 © Symbioosi Partners, Juha Mattsson13
  14. 14. Reactive End-to-end solutions to runand develop businesscritical processes for thecustomerProactiveConsultativePartnershipBusiness co-creationTypical steps in service transformation14.5.2013 © Symbioosi Partners, Juha Mattsson14RepairSupport / MaintenanceDevelopment programOperation partnerBusiness value partnerComments Spare parts Repair service Scheduled maintenance Expert services Tailored service programsto extend customersoperative performance Operation of machines/facility/site/processExamples Most profitable Supports core equipment sales Open to direct competition Service contracts along withcore equipment sales Moderate customer lock-in Customers value chain known Life cycle support Value-based pricing Involved in customer business Shared business risk Shared business opportunity Taking over customeroperational processes Operational targets andguarantees
  15. 15. Summary: How to drive growth, profitability, innovation andrenewal through sales excellence© Symbioosi Partners, Juha Mattsson15Customer & sales driven strategyBuilding an"end-to-end sales &marketing machine""Customer Development" toaccompany product developmentSelling business impacts & value;value-based pricingFine-tuning all parts of yoursales operationsSales-drivenstrategic transformationProfessional sales managementScalability & agilityIIIIIIIVVVIVIIVIII14.5.2013
  16. 16. My final words.. is buying dangerously easy?The three simple rules of sales excellence:1. Prioritize customers. Only sell to the RIGHT customers.2. Shift emphasis on the "front yard" in R&D, innovation and product management.3. Build a scalable, end-to-end sales and marketing machine.A checklist to see if youve already got it right:1. Is buying (and selling) of your product/offering dangerously easy?2. Product-market fit: How large share of the market would miss youif your offering was drawn away from the markets?3. Scalability: Would you be able to start a franchise?© Symbioosi Partners, Juha Mattsson16 14.5.2013
  17. 17. Best Cases in B2BSales ManagementMattsson & Parvinen,2011Finalist,Pro OeconomicaAward 2012THANK YOU!Symbioosi Partners OyMinervankatu 2 A 1000100 Helsinki, Finlandwww.symbioosi.fifirst.last@symbioosi.fiDr. Juha MattssonMobile +358 41 533 6400