Contenu connexe Similaire à Three Phases: The New Approach for Sales and Marketing Planning. (20) Plus de amber-javaid (19) 1. © 2018 SiriusDecisions. All Rights Reserved
Three Phases: The New Approach for
Sales and Marketing Strategic Planning
2. © 2018 SiriusDecisions. All Rights Reserved
According to SiriusDecisions Research
14%
Only 14% of b-to-b organizations say they have an aligned
planning process across product, marketing and sales
55%
Only 55% of sales plans are delivered
prior to the start of the fiscal year
28% Only 28% use two or more years of historical sales data
32%
32% of sales organizations estimate they lose at least one month of
productivity re-evaluating account/territory assignments
34%
34% modify quota, comp or account assignments after initial
implementation – often taking 2 months or more to complete
20%
Only 20% set quota based on projected
revenue using opportunity data
3. © 2018 SiriusDecisions. All Rights Reserved
What Do We Mean by Planning?
SiriusPerspective: Planning is the connection between strategy, goals and execution.
3- 5 Year
Growth Strategies
Markets
Buyers
Offerings
Acquisition
Productivity
1
2
3
4
5
Annual
Goals
• Revenue
• Bookings
• Product Mix
• Margin
• Customer
Engagement (e.g.
retention, growth,
cross-sell, up-sell)
Lead
Management
Account
Management
Demand
Generation
Customer
Retention
Resource
Allocation
Customer
Acquisition
Events
Technology
Infrastructure
Data
Governance
Onboarding
and Training
Opportunity
Management
Execution
4. © 2018 SiriusDecisions. All Rights Reserved
Three Key Phases of Alignment
Functional
Interlock
Execution
Readiness
Business
Alignment
5. © 2018 SiriusDecisions. All Rights Reserved
Three Key Phases of Alignment
Functional Interlock Execution ReadinessBusiness Alignment
Sales
Marketing
6. © 2018 SiriusDecisions. All Rights Reserved
Business Alignment
Shared understanding of markets, goals and objectives
7. © 2018 SiriusDecisions. All Rights Reserved
Aligned Planning Steps
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Sales
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
Marketing
8. © 2018 SiriusDecisions. All Rights Reserved
Understand and Communicate Annual Goals
Revenue Bookings
Product
Mix
Profit
Margin
Customer
Engagement
SiriusPerspective: The planning process starts with a shared understanding of annual goals and the assumptions used to
develop them.
9. © 2018 SiriusDecisions. All Rights Reserved
Go-to-Market Architecture
Who is our
audience?
?
?
How do they
buy?
?
?What do
they need?
How do we
reach them?
Questions to Answer
SiriusPerspective: The go-to-market architecture defines how the organization plans to merchandise its offering portfolio
to the targeted buyer audience.
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
10. © 2018 SiriusDecisions. All Rights Reserved
Master
Brand
Business Unit
Industry
Industry Region
Industry
Region
Region Account
Buying
Center
Persona
Persona
Persona
Region
Account
Buying
Center
Persona
Persona
Account
Buying
Center
Persona
Persona
Business Unit
Business Unit
Agree on Go-to-Market Architecture
SiriusDecisions Go-to-Market Architecture Model
Audience Framework
Need
CommonNeed
Product
Product
Product
Product
Product
Product
Product
Solution
Product
Product
Product
Product
Offering Map
Need
Need
Need
Need
Buying
Scenario
Buyer’s Journey Map
Buying
Scenario
Buyer’s Journey Map
Buying
Scenario
Buyer’s Journey Map
Buyer’s Journey Map
Who are our buyers?
How do
they
buy?
What do
they need?
SiriusPerspective: The go-to-market architecture defines how the organization plans to merchandise its offering portfolio
to the targeted buyer audience.
11. © 2018 SiriusDecisions. All Rights Reserved
Choose Routes to Market
SiriusPerspective: Routes to market determine how the organization will cost-effectively engage with prospects and
customers.
How do we cost-effectively reach our
target market?
?
Questions to Answer
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
12. © 2018 SiriusDecisions. All Rights Reserved
Choose Routes to Market
E-Commerce
Leverages Web and online
resources to sell and service
prospects and customers
Hybrid
Two or more combinations of
the other models
Direct
Sales and support personnel
are employees of the company,
generally with a mix of base
salary and variable incentive
comp
Indirect
Sales and/or support
personnel are employees of
a channel partner;
compensation is 100%
variable
SiriusPerspective: Routes to market determine how the organization will cost-effectively engage with prospects and
customers.
13. © 2018 SiriusDecisions. All Rights Reserved
Business Alignment Readiness Check
Annual Goals Go-to-Market Architecture Routes to Market
✓ ✓ ✓
SiriusPerspective: The business alignment phase ensures the planning inputs are agreed upon across sales and
marketing.
Must align to business goals✓
Communicate across silos✓
15. © 2018 SiriusDecisions. All Rights Reserved
Define the Sales Structure
SiriusPerspective: Market and customer needs, product complexity and the degree of specialization required by sales
reps determine the sales structure.
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
16. © 2018 SiriusDecisions. All Rights Reserved
Define the Sales Structure
Geography Account Size ProductVertical
Federal
StateandLocal
AllOther
FinancialServices
Healthcare
Manufacturing
Hybrid
Separate
Overlay
Enterprise
Mid-Market
SMB
SiriusPerspective: Market and customer needs, product complexity and the degree of specialization required by sales
reps determine the sales structure.
17. © 2018 SiriusDecisions. All Rights Reserved
The SiriusDecisions Sales Structure Design Framework
Geography/
Territory
Customer/
Account
Industry/
Vertical
Product/
Service
Hybrid
Theatre, country, state,
region, postal code
other geographical
Accounts and prospects
have been stratified
propensity-to-spend
Accounts that are
by industry or other
firmagraphic trait
Products and/or
A mix of two or more go-
market strategies
Customer
Needs Similar Different Different Similar Similar or different
Product
Offering Simple Simple Complex range Complex range
Simple or complex
range
Degree of
Specialization
Required by
Sales Team
Low Medium Medium High Medium or high
18. © 2018 SiriusDecisions. All Rights Reserved
Marketing Aligns Campaigns to Sales Structure
Sales
Marketing
SiriusPerspective: As sales determines its geographic and segment orientation, marketing resizes its campaign
architecture to map to sales coverage.
19. © 2018 SiriusDecisions. All Rights Reserved
Marketing Aligns Campaigns to Sales Structure
SiriusPerspective: As sales determines its geographic and segment orientation, marketing resizes its campaign
architecture to map to sales coverage.
Enterprise
Mid-Market
SMB
Enterprise
Mid-Market
Enterprise
Mid-Market
SMB
Sales NA EMEA APAC
Geographies
Campaign One
Campaign Two
Campaign Three
Marketing
20. © 2018 SiriusDecisions. All Rights Reserved
Marketing Aligns Campaigns to Sales Structure
SiriusPerspective: As sales determines its geographic and segment orientation, marketing resizes its campaign
architecture to map to sales coverage.
Enterprise
Enterprise
Enterprise
Sales NA EMEA APAC
Geographies
Campaign One
Campaign Two
Campaign Three
Marketing
21. © 2018 SiriusDecisions. All Rights Reserved
Marketing Aligns Campaigns to Sales Structure
SiriusPerspective: As sales determines its geographic and segment orientation, marketing resizes its campaign
architecture to map to sales coverage.
Mid-Market
Mid-Market
Mid-Market
Sales NA EMEA APAC
Geographies
Campaign One
Campaign Two
Campaign Three
Marketing
22. © 2018 SiriusDecisions. All Rights Reserved
Marketing Aligns Campaigns to Sales Structure
SiriusPerspective: As sales determines its geographic and segment orientation, marketing resizes its campaign
architecture to map to sales coverage.
SMB
SMB
Sales NA EMEA APAC
Geographies
Campaign One
Campaign Two
Campaign Three
Marketing
23. © 2018 SiriusDecisions. All Rights Reserved
Marketing Aligns Campaigns to Sales Structure
SiriusPerspective: As sales determines its geographic and segment orientation, marketing resizes its campaign
architecture to map to sales coverage.
Enterprise
Mid-Market
SMB
Enterprise
Mid-Market
Enterprise
Mid-Market
SMB
Sales NA EMEA APAC
Geographies
Campaign One
Campaign Two
Campaign Three
Marketing
24. © 2018 SiriusDecisions. All Rights Reserved
Tune the Sales and Marketing Roles
SiriusPerspective: Most of these roles already exist, so the challenge at this step is to make adjustments to align with
updated sales and marketing priorities and budget.
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
25. © 2018 SiriusDecisions. All Rights Reserved
Tune the Sales and Marketing Roles
+++ -
- -++
Account Manager Channel Sales Manager Inside Sales Rep Major-Account Manager
Sales Roles
Communications Demand/ABM Customer Tele
Marketing Roles
SiriusPerspective: Most of these roles already exist, so the challenge at this step is to make adjustments to align with
updated sales and marketing priorities and budget.
26. © 2018 SiriusDecisions. All Rights Reserved
Example: Mapping Sales Roles
Sales Role Job Focus Role and Responsibility Account/Segment Focus Sales Process
Prospect,
generate and
qualify leads
Acquire new
accounts,
opportunities
Manage,
and grow
accounts
Solution
presentation,
demo and
proposal
Account
onboarding,
adoption,
retention and
growth
Enterprise Mid-market SMB From To
Strategic
Account
Manager
Acquisition,
and growth within
assigned accounts
Needs
development
Hand-off
Inside Sales –
Paired
Support field sales Outreach Hand-off
Inside Sales –
Independent
Acquisition of new
accounts within
assigned territory
Outreach Hand-off
Sales
Consultant
Solution design,
support
Needs
confirmation
Solution
finalization
Customer
Success
Prospecting, lead
generation,
Closed/won,
hand-off
Renewal
SiriusPerspective: Define the sales roles by job focus, role, responsibility, segment and participation in the sales process.
27. © 2018 SiriusDecisions. All Rights Reserved
Generating a Sales Coverage Plan
SiriusPerspective: With an understanding of sales structure, roles and resources, sales operations develops a detailed
production plan, territory assignments and quota allocation.
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
28. © 2018 SiriusDecisions. All Rights Reserved
Generating a Sales Coverage Plan
Production Plan Account/Territory Assignment
Quota Allocation
65%–70%
10%
Threshold Target Excellence
Compensation Design
SiriusPerspective: With an understanding of sales structure, roles and resources, sales operations develops a detailed
production plan, territory assignments and quota allocation.
29. © 2018 SiriusDecisions. All Rights Reserved
Sample Sales Production Plan
15% 20% 25% 40%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
3.0% 4.5% 7.5% 4.0% 6.0% 10.0% 5.0% 7.5% 12.5% 8.0% 12.0% 20.0% 100.0%
US
Enterprise $ 300 $ 9 $ 14 $ 23 $ 12 $ 18 $ 30 $ 15 $ 23 $ 38 $ 24 $ 36 $ 60 $ 300
Midmarket $ 132 $ 4 $ 6 $ 10 $ 5 $ 8 $ 13 $ 7 $ 10 $ 17 $ 11 $ 16 $ 26 $ 132
SMB $ 20 $ 1 $ 1 $ 2 $ 1 $ 1 $ 2 $ 1 $ 2 $ 3 $ 2 $ 2 $ 4 $ 20
EMEA
Enterprise $ 125 $ 4 $ 6 $ 9 $ 5 $ 8 $ 13 $ 6 $ 9 $ 16 $ 10 $ 15 $ 25 $ 125
Midmarket $ 55 $ 2 $ 2 $ 4 $ 2 $ 3 $ 6 $ 3 $ 4 $ 7 $ 4 $ 7 $ 11 $ 55
SMB $ 10 $ 0 $ 0 $ 1 $ 0 $ 1 $ 1 $ 1 $ 1 $ 1 $ 1 $ 1 $ 2 $ 10
AP
Enterprise $ 75 $ 2 $ 3 $ 6 $ 3 $ 5 $ 8 $ 4 $ 6 $ 9 $ 6 $ 9 $ 15 $ 75
Midmarket $ 33 $ 1 $ 1 $ 2 $ 1 $ 2 $ 3 $ 2 $ 2 $ 4 $ 3 $ 4 $ 7 $ 33
$ 22.5 $ 33.8 $ 56.3 $ 30.0 $ 45.1 $ 75.1 $ 37.6 $ 56.3 $ 93.9 $ 60.1 $ 90.1 $ 150.2 $ 750.0
Production Plan: Region, Segment, Month, Quarter
30. © 2018 SiriusDecisions. All Rights Reserved
Generating a Marketing Production Plan
Go-to-Market
Approach
Yields Contribution
Commitments
Sourced: <10%
Sourced: 15%–25%
Sourced: 25%–40%
Enterprise
Mid-Market
SMB
SiriusPerspective: As sales makes commitments to rep production and quotas, marketing determines its commitments
for what needs to be sourced and influenced, and when they are needed.
31. © 2018 SiriusDecisions. All Rights Reserved
Marketing Performance Planning
SiriusPerspective: Using expected marketing performance benchmarks, predict expected contribution to sales and
determine an execution setback schedule.
32. © 2018 SiriusDecisions. All Rights Reserved
Functional Alignment Readiness Check
SiriusPerspective: The functional alignment phase ensures the sales and marketing plans are synchronized and the
organization has appropriate roles in place.
Organization and Roles Production Plan Resources
Sales ✓ ✓ ✓
Marketing ✓ ✓ ✓
Build in sales and marketing cycle time✓
33. © 2018 SiriusDecisions. All Rights Reserved
Execution Readiness
Getting to alignment on core processes and infrastructure
34. © 2018 SiriusDecisions. All Rights Reserved
Execution Readiness: Demand, Process, Metrics and Tools
SiriusPerspective: Executing the aligned plans requires consistent, standard processes, measurements and cadences.
Have we agreed on demand
– sourced and influenced
commitments?
?
?
Do we have a
data management and
governance strategy?
?
?
Have we agreed
on measurement and
KPIs?
Can we manage and
track leads?
Questions to Answer
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
35. © 2018 SiriusDecisions. All Rights Reserved
Execution Readiness: Demand, Process, Metrics and Tools
Technology and
Infrastructure
Measurement
Data
Management
Demand
Engine
Deal
Pursuit
Sales Process
Support and
Administration
Customer
Lifecycle
Management
Territory and
Account Planning
SiriusPerspective: Executing the aligned plans requires consistent, standard processes, measurements and cadences.
36. © 2018 SiriusDecisions. All Rights Reserved
Phase Three: Execution Readiness
SiriusPerspective: Assess the plan for issues, concerns and gaps in assumptions, timing, resources and commitments.
Agree on shared measurement✓
Establish communication
checkpoints✓
37. © 2018 SiriusDecisions. All Rights Reserved
Aligned Planning
Functional
Interlock
Business
Alignment
Execution
Readiness
SiriusPerspective: The sales and marketing planning models have key points of alignment at each phase and stage.
Annual
Goals
Go-to-Market
Architecture
Sales
Roles
Sales
Coverage
Sales
Execution
Demand
Engine
Sales
Structure
Routes to
Market
Annual
Goals
Go-to-Market
Architecture
Marketing
Organization
and Roles
Resource
Allocation
Functional
Readiness
Infrastructure
Readiness
Routes to
Market
Marketing
Go-to-Market
Strategy
Notes de l'éditeur Marketing and sales teams are often ”given” their annual goals and then must figure out how to operationalize them
Pursuing separate tracks throughout the planning process fails to leverage key learnings from each team
Failure to align during the planning process results in disconnects during execution, such as demand creation and pipeline acceleration
Note to Craig
Delete PONAP and make the language consistent with framework
Duplicate this slide for the next section Market and customer dynamics dictate the sales structure, which includes the organizational hierarchy and reporting relationships. In addition to clear command-and-control mandates, the sales structure and its naming conventions feed reporting, lead routing, territory mapping, authorization schedules and compensation systems. The sales hierarchy should align tightly with nancials, so work closely with nance when building it. Set up structural levels and naming conventions by theater (e.g. EMEA), area (e.g. the Benelux countries), region (e.g. Belgium) and territory (e.g. individual provinces. If an organization requires an additional level, a sub-region level can be placed between the region and territory level, but using more than ve levels generally makes the structure overly complex. Theater leaders report directly to the chief sales o cer (CSO), as do a channel leader (if applicable), then sales operations and sales enablement. In some situations, a sales engineering leader reports directly to the CSO. Consider constraints related to nancial and reporting systems, but avoid letting them dictate the structure for the organization.
Note to Craig
Delete PONAP and make the language consistent with framework
Duplicate this slide for the next section
