Overview of sales and funnel management

1. Funnel Management and Analysis
Vantageap.com

2. Objectives of Funnel Management
Objective is to manage a sales funnel that will provide
• High win rate without your sales teams only picking easy deals
• Ensure a strong funnel to target future growth
• Monitor the expense to revenue of deals and win cost.
• Make sure the deals being identified are aligned with your
strategy
• Identify development areas in your sales teams
• Clear measurable targets
• Measure of strategy performance and projection for potential
investors
• Alignment of sales teams and performance management
• Early warning system for changes in the market or customer
base
• Spot changes in competitors and customer behaviors

3. Sales Performance is a consequence of effective sales management
Stream lined process / Simple
Sales Management Customer Centric DNA
Measurability
Measurement, creation and
Strategic Measures
mechanism's that produce
Clear Sales Process and Sales Management
effects on sales performance
Critical Levers
Targets for profitability
Delivery models and executions
Sales Performance Measurability
Statistical metrics defining the Tactical Measures
achievement against sales Dashboard Level Communications
strategy and goals Transparency
Cross Organisation Reporting (Uniform Structure)

4. Proposal of Introduction
1• Define data collection
2• Implement Sales clean up
• Develop KPI measures and program to update top 30 deals
guidelines with current data.
• Clear gate structure for deal flow
• Assess current Sales funnel
against new defined targets.
3• Create required dashboards and
4• Implement into Sales force to
reporting structure via excel. remove manual work with excel.
• Implement change management
on sales management process.
• See whats working and whats
not.

5. Sample Analysis of Metrics
Analysis Description Strengths Weakness How to manage
Win Rate % of deals moving Clear performance of sales Too much focus will Only useful when
through the Funnel people and decision making lead to not pursuing compared to funnel fill
with a successful can be measured. all deals only high win rate and gate stages.
outcome probability deals.
Funnel Fill Speed and Types of Shows based on win rate a Easy one to Clear metrics for Fill
Rate revenue entered into good projection of future manipulate through rate, by gate for each
the funnel. revenue and flow of dumping product. Include a
opportunities. opportunities or over funnel Multiplier.
playing them.
Sales Stage What stage between Good KPI for understanding Is a very broad area Constant analysis of
identification and issues in the sales cycle ie so detailed key deal and program
win/loss is the deal training, sales material if conclusions cannot through the cycle. Win
consistent failing at same level/ be achieved. Only templates and other
or success trend analysis so plans are good.
needs good quality
data.
Quality Identify areas where Shows the level of engagement Vague KPI
Issues – consistent gaps in in sales planning. Should
Incomplete data always be little and often.
Data.
Quality Opportunities left to Should be a living tool, Could be a long deal
Issues – rot in Funnel Hell opportunities should not be cycle.
Unchanged left unchanged for extended

6. Sales Incentive Schemes
Principles of Incentive Schemes Recognition
• Simplicity - Employee of the month
• Focus on high performers
- High Performers Club
• Performance management and transparency
• 5% Exceptional / 15% Outstanding / 60%
- Wall of Fame
Valued / 20% Need Improvement - CEO Phone Call/Lunch
• Strong Communication and Guidelines for
expectations.
• Team and Individual Mix Environmental
• Recognition is critical and acknowledgement - Office Activities
programme
- Technology / IT
• Everyone needs to improve, some more than
others.
• Poor performers have a negative impact on
high performers, not the other way around. Structured
• Intuitive - Financial Performance
• Regular Frequency to change engagement - Unlimited Holiday
behavior over shorter periods of time. - Personal Performance / Equity

7. Minimum Data Entry Per Opportunity
Basic Data
• Opportunity Name
• Opportunity Ref {System Generated}
• Customer
• Customer Group [Drop Down Defined
Field]
Mandatory Information for
• Country
Every opportunity
• Region
• Opportunity Owner
• Business Unit [Pre defined fields]
• Win Probability
• Sales Stage
• Competitors 1,2,3
• Deal Value You should then have an
• Order Intake [Expected date of PO] option in this last stage to
• Revenue Recognition Date [Qtr or Week add a win plan or deal
based on overview 2 years] overview for the next
• Actions to next Stage steps.

8. Sales Process – Gate Summary
Assess Develop
Develop Prepare Pre
Gate 2 Business Customer
Strategy Presales
Potential Relationship
Qualify Create Win Evaluate Allocate Pre
Gate 3 Opportunity Plan Probability Sales Budget
Position
Submit Offer
Create potential Respond to
Gate 4 Capable of
Proposal Proposal with RFx
Acceptance
Customer
Position
Sign/Agree Win/Loss
Gate 5 Proposal with Negotiate
Contract Analysis
customer

9. Sales Process
Gate 1 Prospecting and Lead Generation
Gate 2 Lead Qualification and Evaluation
Gate 3 is where we commit to the deal, presales investment is
Gate 3 key – focus here is understanding the overall fit for the deal
incl. timeline and ROI.
Intensive customer engagement to close the deal and present
Gate 4
the offer.
Gate 5 Negotiation, contract closure, Win/Loss Analysis

10. Relationship Planning Template
Strategic Meeting
Priority and Next Steps Owner Deadline
NAME
Title
NAME
Title
NAME
Title
NAME
Title

11. Global v Regional Model
Review and Recommend improvements to sales training schemes. Arrange and Facilitate an
Regional Specific
annual London based global Programmes
sales conference.
• Specific
Create and Oversee the implementation of sales Recruit/Motivate high performing sales staff teams/product
coaching and mentoring performance
• Focus on best in
Review and consult on global sales teams practices and Devise, Implement and revise
techniques. sales incentive schemes
class
• Laser programmes
for specific issues
Advise on sales improvements to other functions pivotal to overall business performance i.e KAM
• Tiger teams.
Global Baseline
Strategy Funnel Management – System focus Accounting/Billing & Inventory • End 2 End Focus
Implementation preference Management • Compromise on best
Delivery Structure/Map Customer Relationship Marketing and Branding in class for global
Processes Management coverage.
Knowledge sharing / best practice model and process (Intranet / P&G Example) • Key data
management and IT
Systems

12. Recommendations
• Define clear classifications for product/solution types and customer
engagements
• Next steps need to have actual actions clearly understood and a delivery
date.
• All data fields need to be complete, data quality is critical
• Expansion of Fields required to include the minimum data requirements.
• Targets for funnel fill rate per product/solution type per region included fixed
within SF
• Define a clear gate structure in sales process to ensure the poor deals and
removed quickly and sales process is efficient.
• Create a definition and understanding of key terms such a “lead” and when
does a “lead” become a prospect.
• Request detail quality performance KPI for opportunity as different quality
issues highlights a different behavior issue with the sales teams.

13. vantageap.com