How to thrive through a downturn Well-prepared firms can tap digital tools to gain market share and pull ahead of competitors Identify and reward the right behaviors Use analytics tools to detect what top-performing sales reps do better, and reinforce those habits with lower performers Automate account management New tools and analytics can turn a traditional CRM platform into a major strategic planning asset Streamline and digitalize the back office Invest early in back-office automation to get ahead of sudden cost pressures, and repurpose staff for tactical insights Use smart, optimized pricing systems Dynamic deal scoring, algorithmic pricing based on market conditions and iterative machine learning tools can unlock value when it matters most Have a pinpoint view of sales capacity Take a blank-sheet approach, and use digital tools to quickly refocus on the most promising accounts and territories Avoid deals that aren’t worth the time Cloud-based sales audit tools can weed out unprofitable deal categories Shift to low-cost sales channels Boost digital and inside channels to pick out ready-to-buy clients and profitably close small deals Is Your Sales Organization Ready for the Next Recession? www.bain.com/sales-recession Based on: Downturns present a unique opportunity Companies that prepare for changes during good times can cut costs and capture share when the winds turn Most firms are not ready for a recession of sales organizations develop recession plans well in advance of sales organizations do not plan in advance 43% The route to recession readiness Companies can ride out the storm by sticking to three time-tested principles Be disciplined with time, staff deployment and discounts Tie sales resources to the market opportunity Bring new and better data to decisions, and adapt through lean and Agile operations 57% Economic downturns catch many companies by surprise Prerecession Nominal EBIT, indexed 2003=100 Global financial crisis +29% During this period During this period Double-dip recession Recovery 2003–16 Winners Losers +14% +18% –1% +8% +17% CAGR –4% +4% +2% +17% 2003 2007 2010 2012 0 200 400 2016 600 800 86% of firms with recession plans target downturns for gaining market share compared with 50% of firms that make plans after a recession hits Preparing Sales for the Coming Storm Companies that plan ahead and tap digital tools can not only survive in a downturn but thrive
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How to thrive through a downturnWell-prepared firms can tap digital tools to gain
market share and pull ahead of competitors
Identify and reward the right behaviors
Use analytics tools to detect what top-performing sales reps do better, and reinforce those habits with lower performers
Automate accountmanagement
New tools and analytics can turn a traditional CRM platform into a major strategic planning asset
Streamline and digitalize the back office
Invest early in back-office automation to get ahead of sudden cost pressures, and repurpose staff for tactical insights
Use smart, optimizedpricing systems
Dynamic deal scoring, algorithmic pricing based on market conditions and iterative machine learning tools can unlock value when it matters most
Have a pinpoint view of sales capacity
Take a blank-sheet approach, and use digital tools to quickly refocus on the most promising accounts and territories
Avoid deals that aren’t worth the time
Cloud-based sales audit tools can weed out unprofitable deal categories
Shift to low-cost sales channels
Boost digital and inside channels to pick out ready-to-buy clients and profitably close small deals
Is Your Sales Organization Ready for the Next Recession? www.bain.com/sales-recession
Based on:
Downturns present a unique opportunityCompanies that prepare for changes during good times
can cut costs and capture share when the winds turn
Most firms are not ready for a recession
of sales organizations develop recession plans well in advance
of sales organizations do not plan in advance43%
The route to recession readinessCompanies can ride out the storm bysticking to three time-tested principles
Be disciplined with time, staff deployment
and discounts
Tie sales resourcesto the marketopportunity
Bring new and better data to decisions, and adapt through
lean and Agile operations
57%Economic downturns catch many companies by surprise
Prerecession
Nominal EBIT, indexed 2003=100
Globalfinancial crisis
+29%During this period
During this period
Double-dip recession Recovery
2003–16Winners
Losers+14%
+18%
–1%
+8%+17%
CAGR
–4% +4%+2%+17%
2003 2007 2010 20120
200
400
2016
600
800
86% of firms with recession plans target downturns for gaining market share compared with 50% of firms that make plans after a recession hits
Preparing Salesfor the Coming StormCompanies that plan ahead and tap digital tools
can not only survive in a downturn but thrive
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