First Impressions Count - Best Practices for Inside Sales Team

Intro:

http://www.youtube.com/watch?v=HnbNcQlzV-4

First Impressions Count

Best Practices for Enabling Inside Sales Teams

Megan Niedenthal, Sales Productivity, salesforce.com

Brad Adams, Inside Sales Manager, F5

David McNeil, VP Sales Development, salesforce.com

Laura Holmes, Enterprise Business Representative, salesforce.com

Safe Harbor

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Brad Adams

Inside Sales Manager

F5 is the Leader in Application Delivery Networking

USERS DATA CENTER

SAP

Microsoft

Oracle

At Home

In the Office

On the Road

F5 Has Grown Rapidly With a Global Presence:

0

50

100

150

200

250

300

350

2Q10

3Q10

4Q10

1Q11

2Q11

3Q11

4Q11

1Q12

2Q12

$ M

illi

on

s

Service

Product

F5 Global Inside Sales Organization

~ 3,000 Employees Globally FY11: $1.2B in Revenue

5 Functions of Inside Sales

• TeleProspecting

• TeleSales

• TeleMarketing

• Channel Management

• Administration Work

Get Butts in Front of Customers!

EXCUSES

Finding the Right Person to Talk to is the Easy Part

Pipeline x Close Rate = Revenue

What is the Biggest Constraint?

Growing Revenue Is The Ultimate Goal

• Existing Customer Base

• Key Target Accounts

• Green Field Assessment

• Marketing Strategies

Plan Ahead: Territory Prospecting Plan

• Identify Top Customers

• Refresh or Up-Sell?

• Can We Expand Our Footprint?

• Are There Customers We’ve Been Neglecting?

Know Your Existing Customer Base

• Top 200-300 Non Customer Accounts

• Partner Engagement Plan

• Marketing Plan

Green Field Assessment

Key Target Accounts

Target Account List

Research

Resources to Leverage

Key Partners

Territory Marketing Strategies

• Corporate Marketing

• Specific Messaging

• Territory Focused Marketing

Results

• Reduce the Noise

• Increase Pipeline

• Add New Customers

• Expand Existing Footprint

Make Money!

David McNeil

VP Sales Development

@jdavidmcneil

[email protected]

750 1125 1500 20002500

30003500

43004900 5100

57006300

70007700

8700

9800

11100

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13900

15500

16900

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47700

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FY2006 FY2007 FY2008 FY2003 FY2004 FY2005 FY2009 FY2010 FY2011

Sales Development Fuels the Growth of the Company

FY2012

FY2004

17 SRs

2 EBRs

Sales Dev Contributed

50% of Global Pipeline

FY2006

55 SRs

22 EBRs

FY2008

110 SRs

70 EBRs

FY2010

144 SRs

133 EBRs

FY2012

167 SRs

190 EBRs

Salesforce Specialized Sales Model

EBRs:

Outbound

Reps

SRs: Inbound

Reps

Sales

Development

Account

Executives

Inbound Leads

Qualified

Opportunities

Closed Deals Enterprise

Small Business

Today’s

Session

Commercial

Customer

Success

• EBRs are the hunters

• Flood pipe with net new qualified opportunities

• EBRs are aligned to Account Executives

• Coverage ratios vary by segment

• Career development role

The Enterprise Business Representative “Machine”

EBR Goals

Brand Evangelists

Pipe to Revenue (ACV)

#dreamjob

Balanced

incentives between

quantity and quality

Transforming the Way We Sell and Work

One Product

Global Expansion Promotion Path Recruiting Focus EBR Playbook

Service Cloud Evangelist Strategic Partner Social Prospecting Targeted Focus

Executing Against Top

Industry & Sector Strategy

Targeted Messaging &

Proven Success Stories

Target Products Cased on

Industry & Account

Strategically Aligned to

Top Accounts

Targeted Approach Prospecting (TAP)

Top Accounts Industry Focus

Messaging Product Mix

TAP is a Continuous Process

Top Accounts

• Priority of Accounts by AE

• Tier

• Prospect vs. Existing Customer

• Whitespace Analysis

Company

Momentum Industry

Use Salesforce to Drive the Team Alignment

Identify Your Goals

Plan Your Year

Develop Territory

Snapshot Tier Accounts

Analyze Whitespace

Create Account Plans

STEP 1 STEP 2 STEP 3

Industry Focus

• Define ideal industry / sub-sector mix

• Revenue potential

• Propensity to buy

• Define target accounts within each industry/sector

• Tag key industry accounts

• Add key contacts

Messaging

• “Short and Sweet” Sector-Specific Messaging

• Tailor Communications Based on Role and Product

• Leverage Social Prospecting Techniques

• Pinpoint Distinct Use Cases

Tools to Enable EBRs

29

Industry cheat sheets & other

prospecting resources

Product specific email templates

Product Mix

• Right Products for Industry / Sub-sector

• Alter Strategy Based on Type of Account

• Mutual Fit?

• Focus on Core Products

• Use Emerging Products as a Way to Differentiate

Targeted Approach Prospecting Results

• Improved AE Partnerships

• Right Message at the Right time

• Improved Pipe to Revenue

• MORE $$$

Laura Holmes

Enterprise Business Representative

in/lkholmes

Strategize on Top Accounts

Customer Stories

Collaboration

Coaching Tools – Measuring EBR Activities

Coaching Tools – Measuring EBR Product Mix

Measuring Overall Team Performance

Measuring Pipeline Progression and Quality

Keys to Ongoing Inside Sales Success

Training

Social Networking

Research

Find Decision Makers

Measured Accountability

Competition

40

Brad Adams

Inside Sales Manager

David McNeil

VP Sales Development

Laura Holmes Megan Niedenthal

Enterprise Business

Representative

Sales Productivity

@salescloud

@salescloud