Case for Businees Development Manager Rodrigo Andres Cuesta Hernandez

1. Case
Senior leadership team XXX
Develop a 90-day BD Plan for XXX Brazil.
Considerations
 Your understanding of ideal client profile, including
 Characteristics and examples of target companies that you think fit your profile
 What you would try and sell each one.
 Description of who you would try and sell to in each company,
 Strategy for the Brazil sales pipeline development and management within your first 90 days –
 How do we fill and manage a robust pipeline
 Specific forecast of potential sales that may result from this strategy – type of program, size, REVENUE, etc.
 List and briefly describe any other “expected results” from your strategy
 Please bear in mind that there are no “right or wrong” answers here. We are looking for your level of communication style and effectiveness
(including your level of expertise using PowerPoint)
 You have as much time as you need to return this to me, but I ask that you invest what you consider to be a reasonable amount of time to
provide your best response to us.

2. 90 days BD Brazil Plan
“Plano Decolagem”
By Rodrigo Andres Cuesta Hernandez
05/05/2016

3. Index
 Background
 Goals
 Clients
 Strategies
 Action plan
 Key success factors

4. Background
 Sources of information:
 Five interviews with XXX Latam team.
 Internet.
 Plan leveraged in my experience on sales in multinational companies.
 Limited knowledge/information of “The Industry”.
 Lack of information of XXX Latam specific processes.

5. Goals
Expected results 01JUN2016 – 31AUG2016 (90 days plan)
 Contact at least 50 Clients.
 Build a pipeline with a forecast over US$ 2 MM a year.
 Introduce at least two (2) proposals per month.
Beyond 90 days plan…
 Generate revenue of US$ 400K by the end of June 2017.

6. Goals
Other expected results
 Build a client network aimed to open new opportunities in other
companies.
 Generate a prominent presence, reference in the Brazilian Market.
 Build scalable solutions that can be applied in other countries.
 Improve the level of knowledge of XXX services.

7. Clients
Classification
 Two kinds of clients:
 The one who already have a program.
 The one lacking any program.
 Two types of projects:
 Larges ones, more than US$ 200K per year.
 Smalls ones, around US$132K per year.
A balanced portfolio a must…
PROFILE

8. Clients
Target opportunities
With Program
Without Program
Small deals Large deals
XXX

9. Clients
Key characteristics
 Multinational companies with Latin
America offices .
 > 500 Employees
 Top companies in revenues.
 Industry leaders.
.
.
.
.
In the quest of “white elephants”…

10. Clients
Target companies
Telecommunications Technology Banks
In line with my professional background….

11. Clients
Target contacts
 Human Resources / Sales Department / Top
Management Personnel.
 Professionals with high levels of influence.
 Future sponsor of the project with balance
between power and internal relationships.
 Professionals with a high level of networking
with other professionals of the industry.
key to reach the “key people”

12. Strategies
Approach Pipeline building
 Colleagues of FGV Executive MBA, to connect with
people inside the target companies.
 Top managers of Multinational companies with
operations in Venezuela and Brazil.
 University colleagues working in Multinational
companies.
 LinkedIn connections.
 Social relationships in public activities.
Built an strong networking…

13. Strategies
Sales
WHY
Motivation
HOW
Process
WHAT
Product
WHY
Selling our motivation, why we do it.
HOW
Engagement solutions with measurable results
based on behavioral economics.
WHAT
programs that provide technological tools.
If client believes in our WHY, HOW and WHAT
…we are IN

14. Action Plan
Pipeline
Creation
date
04/05/2016 Responsible Rodrigo Cuesta (RC)
What How Who
When
Where Why How much
Start Finish
Organizing To gather all in house client`s information. RC 01/06/2016 10/06/2016 In office To avoid reworking.
R$
-
Organizing
To obtain additional client information by
Network, WEB.
RC 01/06/2016 10/06/2016 In office
To be prepared before meeting the
client.
R$
-
Organizing
Develop a list of key people in potential
clients/Channel of communication.
RC 01/06/2016 10/06/2016 In Office To be effective in reaching clients.
R$
-
Organizing
To rank clients according to: potential,
accessibility, relationship level.
RC 01/06/2016 10/06/2016 In office
To be more efficient in reaching
clients.
R$
-
Prospecting
Contacting key person according the ranking
list by phone calls, emails personal meetings,
social networks, to set up appointments.
RC 13/06/2016 31/08/2016 In office To start selling process.
R$
-
Prospecting
Clients visit, conference call to offer XXX
services.
RC 13/06/2016 31/08/2016
Client`s offices/
In office
To continue with the forecast
building.
R$ 2.000 Aprox
Prospecting
After client meeting, review the client
information to check if there are potential
opportunities.
RC 13/06/2016 31/08/2016 In office
To continue with the forecast
building.
R$
-
Analyzing
Classify the opportunities, that could be
generated based on: Size of the opportunity,
type of relationship, visibility of the project, etc.
RC 20/06/2016 31/08/2016 In office
To find out major and more likely
opportunities.
R$
-
setting
Priorities
Put in order the best opportunities based on:
Level of relationship, time to close the deal,
level of complexity, etc.
XXX Commercial
Team
27/06/2016 31/08/2016 In office To focus on our best opportunities.
R$
-
Reviewing
Pipeline
Review the effectiveness of Pipeline according
to the sales target.
XXX Commercial
Team
Since 27/06/2016 every
15 days
In office
To improve the pipeline
effectiveness.
R$
-

15.  Forecast focused on 70 % large projects / 30 % small projects.
 US$ 2 MM Forecast spread on 12 proposals.
 Prospecting, analyzing and setting priorities are activities that will be done
simultaneously.
 Disregard opportunities that not generate value in the short term.
Action Plan
Pipeline consideration

16.  Intensive training on the products and services.
 Effective communication with XXX Miami and Venezuela offices.
 Speed up training learning curve.
 Reply best practices of success cases.
 Adequate marketing support.
Key success factors

17. Rodrigo Andres Cuesta Hernandez
Thank you