The document discusses trends in account planning for salesforce in 2015. It highlights the importance of research, integration of account planning tools like Salesforce, and focusing account planning efforts for maximum impact. Account planning helps sales teams gain insights into customer needs, maximize revenue from key accounts, and increase sales quota attainment through better understanding customers.

1. Account Planning in Salesforce:
Trending in 2015
Áine Denn, EVP EMEA

2. © The TAS Group 2015
Áine Denn
Executive Vice President EMEA
& Co-Founder

3. © The TAS Group 2015

4. © The TAS Group 2015
BUYERS
MARKETS
EXPECTATIONS
Current State

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Evidence
Retained Learning: 13%
Achieve Quota: 2/5 Average CSO: 18 Months
Access Key Players: 54%

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THINK ABOUT THIS
KNOWLEDGE - DATA - CONTEXT - REASONING.

7. NATIVE CLOUD APP MOBILE SMART EASY
KNOWLEDGE - DATA - CONTEXT - REASONING.

8. © The TAS Group 2015
Your Account is a Marketplace

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Your Account is a Marketplace
Create, develop, pursue, and win
business that delivers mutual value
for you and your customer

10. © The TAS Group 2015
Cost to retain existing and
acquire new customers2
6 Times More Costly to Acquire
100% 200% 300% 400% 500% 600%
1$
6$
Account Planning helps Growth & Retention
Source: (1) Marketing Metrics, (2) Bain & Company
50%
0%
Existing
Customer
New
Customer
75%
25%
5% - 20%
60% - 70%
Likelihood of winning
business in existing
and new customers1

11. © The TAS Group 2015
maximize revenue
from key accounts53%
gain access to
key players54%
uncover customer
business problems61%
+ 41%
+ 30%
+ 28%
Some facts about Account Planning ...
Sales Reps who say they can … Increase quota attainment by …
Source: Dealmaker Index Global Sales Benchmark Study

12. © The TAS Group 2015
The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect

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The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer

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The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer
3. Loyal Customer
4. ______________

15. © The TAS Group 2015
The Customer Lifecycle
Source: Account Planning in Salesforce, Daly 2013
1. Prospect
2. Customer
3. Loyal Customer
4. Former Customer

16. © The TAS Group 2015
How much does Price act as a
driver of customer defection?4
Customer’s View
Vendor’s View
0% 25% 50%
25%
48%
Account Planning helps Growth & Retention
Source: (1) Marketing Metrics, (2) Bain & Company, (3) US SBA, US CC, (4) Rightnow Technologies
50%
0%
Customer
Service
Product
75%
68%
25%
14%
Drivers of customer
defection3
25%
Price

17. © The TAS Group 2015
Your Account is a Marketplace

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3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact

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It's all about the 3 ‘C’s
Customer
Company
Research for Insight

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Impact on a Customer
fn (Business Problems, Business People)
Research for Insight

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54%61%
Research for Insight
Impact on a Customer
fn (Business Problems, Business People)

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What do you need to research / record?
Plan Goal, Overview, History, Resources, CSFs …
Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landscape …
Customer s View, Exec Credibility, Cultural Fit, Customer Sat …
Customer s KPIs, Value Prop, Strategic Initiatives, Solution Vision …
Customer SWOT, Our SWOT (inc Competitive Landscape)
Research for Insight

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3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact

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Customer
Account Team + Execs
Salesforce.com
Sales Ecosystem
Integrate for Velocity

25. © The TAS Group 2015
Market
Segmentation
Account
Planning
Account
Management
Opportunity
Management
Territory
Named
Key
Integrate for Velocity

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3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact

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Focus for Impact

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Focus for Impact
Importance to Customer
ImportancetoUs
Future Potential
Current Opportunities
Previous Business
Revenue Contribution
Profit Contribution
Current Importance
Future Importance …
Segment the Account to prioritize the right Business Units

29. © The TAS Group 2015
Find Mutual Value:
Prioritizing segments that are
Important to You and to your Customer

30. © The TAS Group 2015
Focus for Impact

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Their
intui*ve
solu*ons
provide
the
best
experience
for
the
people
in
IT,
and
for
the
consumers
of
IT.
Their
solu*ons
enable
high-­‐speed
innova*on
of
new
customer
experiences,
applica*ons,
and
services.
They
provide
industrialized
solu*ons,
from
mainframe
to
cloud
to
mobile,
that
op*mize
IT
performance,
cost,
&
produc*vity
BMC
brings
“IT
to
Life”
by
helping
transform
Digital
Enterprises
for
compe**ve
business
advantage.

33. © The TAS Group 2015
Intui*ve
Experience
Ac*onable
Intelligence
Agile
Applica*ons
Compliance
&
Risk
Mi*ga*on
Op*mized
Infrastructure
&
Cost
Adap*ve
Automa*on
DIGITAL BUSINESS IMPERATIVES

34. © The TAS Group 2015
The Marketing Cloud Account Executive’s Journey
“Zero to Portfolio Plan” in Six Contact Hours
On
Demand
Videos
(1 Hour)
Hands-
On
Build
Webinar
(2
Hours)
1:1
Virtual
Office
(1 Hour)
Self-
Tweak
Plan
(2
Hours)
On-Site
Session
(Optional)
(6 Hours)
Coaching
and Peer
Review
(1 Hour)
Present
Plan to
Leaders
(30
Minutes)
Maintain
and
QBR
LEARN PHASE APPLY PHASE

35. © The TAS Group 2015
Advanced/ EnrichedWhite Space
To each of the
Business Units
in the account
Map penetration
for each of your
solutions
To identify
‘White Space’

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Tracking Impact on the Business
Generating Pipeline and Driving Collaboration
250+ Portfolio Plans
180+ Growth Plans
4000+ Opportunities
$600+M in Pipeline

39. © The TAS Group 2015
Efficiency and Efficacy through Full integration
Turn Data into
Insight

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Collaborate with the
team on Chatter

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Deliver Customer Insight - The Operational Issues
Can’t Find
Content
No Feedback
Mechanism
Too Hard To
Consume
Unavailable in Cloud and Mobile

43. © The TAS Group 2015
The Alignment Triangle
Marketing
Customer
Sales
It should really be all
about the Customer

44. © The TAS Group 2015
Things Customers Care About …
Goals
Pressures
Obstacles
Initiatives

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Things Customers Care About …
Goals
Pressures
Obstacles
Initiatives
Solutions

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Things Customers Care About …
Goals
Pressures
Obstacles
Initiatives
Solutions
Customer Insight Map

47. © The TAS Group 2015
TRANSFORMED BUSINESS CONVERSATIONS
+
Dealmaker Align Solution Components
Goals
Pressures
Initiatives
Obstacles
Solutions
Customer Insight Map
Key Messages
Insights
Sales Tools
High Yield
Questions
Competitive
Positioning
Objections
1
2
3
4
5
6

48. © The TAS Group 2015
Customer Insight Map Example
Customer Insight Maps
Marketing and Sales Enablement can
help sellers understand their customers’
business problems, and the seller can
tailor for their specific customer.

49. © The TAS Group 2015
Front Line Sales Managers should balance……

50. © The TAS Group 2015
Sales Coaching Improves Performance
+88%
Coaching Improves Productivity1
Source: 1 SEC/CEB, 2 Gallup
+56%
Coaching Increases Customer Loyalty2

51. © The TAS Group 2015
23%
Why Sales Managers Don’t Coach
Source: Sales Management Association
47%
26%
100%
50%
0%
Don’t Value
Coaching
Not Enough
Time
Don’t Know
How to Coach
Sales Reps
Don’t Ask
Other
2%2%

52. © The TAS Group 2015
Tracking and Coaching
It’s all about coaching both management and sales teams.
In The
Plan
In
Dashboards

53. © The TAS Group 2015
Prescriptive Guidance and Coaching
Set Expectations for Adoption
Frequency
The Play
Payoff
Game Plan

54. © The TAS Group 2015
12 Elements of Great Account Planning
Action OrientedRegular CadenceSocial and
Collaborative
Measurable
Customer Focused IntegratedResearch Based Targeted
Aligned to
Business Strategy
Map People
and Influence
Trust White Space

55. Account Planning in Salesforce:
Trending in 2015
Áine Denn, EVP EMEA