Account PlanningSales & Pre-Sales Cloud Journey

@mscherbaum

mscherbaum@salesforce.com

Michael ScherbaumSr. Mgr. Partner Field Development

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Account Planning for this fiscal yearToday’s Agenda

Territory PlanningWhy are we here? Account Planning Questions

Salesforce Initiates FY18 Revenue Guidance of $10.1 Billion to $10.15 BillionConnecting to customers in a whole new way

DecisionAnalytics

CustomApps

ConnectedBuildings

PartnerCommunity

Marketing

OneSchneider

Service

OneSchneider

Sales

Commerce“…Closing a record number of large transactions as more and more companies look to Salesforce as their trusted advisor to redefine their customer strategies.” - Keith Block

$1M is the seedLong term relationships

Sell valueCourt CIOs & court CxOs

Transformational decisionsAll Clouds

Know their industry & business

We’re Transforming Our Thinking & Actions

$1M is a big dealTransactionalPitch productsHide from CIOs

Departmental decisionsSingle CloudKnow CRM 2000 vs. 2017

Process, Technology and Cultural Transformations Drives Enterprise Selling

Opportunity FocusBusiness Requirements

One SponsorDemo

Connect the DotsProof Points

AE + SENext Steps

Account StrategyEnterprise TransformationMultiple C-level EvangelistsFloor Walking, POCExec Mapping for Long Term Engagement ROI Business CaseLarge, Global TeamMutual Close Plan

Most companies do sales planning like this

Strategic thinking and operational excellence:

How often do we look at our territory?

How many opportunities do we deal with every week?

Having a strategic plan for the account is key

Drive consistent and well managed set of activities to ensure effective strategic, tactical and territory account planning for FY18:

How often do we look at our territory?

How many opportunities do we deal with every week?

Roles of creators and consumers

Discover Value

Execute Plan

Achieve Goals

Account Plan

Monitor Performance

Close Big Deals

AEs / RVPs AVPs, Execs, Team

Review Accounts

Account Planning

Building An Account Strategy Takes Time

Profile

Analyze

StrategizeExecute

Share

AE Deliverables:

Account Profile Summary

Profile - Know Your Customer

Industry TrendsReview the industry primers before starting

Company FinancialsWhat businesses are they in?Is the company profitable?Are they growing?

CEO Letter Review what is top of mind to the CEO

Strategic InitiativesWhat are the stated Initiatives

Go To MarketHow do they sell and in what markets?

CompetitiveHow are their competitors doing?

Company / Industry BuzzWhat are the news, blogs, boards saying?

AE DeliverablesAccount profile summary

Team Deliverables:

Business Unit Summary

Influence Map

Install Base Success Stories

Analyze - Be An Insider

DiscoveryConfirm top priorities with executives

Business UnitsDive into business strategiesBreakdown employee counts and revenues by business unitIdentify where the business investment is happening

Know Where Power IsBuild an organizational influence map

IT & Business InfrastructureUnderstand what’s implemented and what’s coming up for upgradeIdentify who makes IT decisions

Success & Usage StatisticsBuild the success stories Know what’s working and what’s not

PartnersWhich GSI partners have relationships inside the account

The account plan - Influence MapClassify your contacts to get a better understanding

Team Deliverables:

Account Plan (internal)

Shared Vision (customer facing)

Strategize - Map Out A Strategy

Demand planPrioritize where to focusBuild a standardization strategy

Value StatementAlign the entire team around a value statement

Connect the DotsDefine an executive outreach strategy. Map Salesforce executives to company executives.

CIO JourneyIdentify top CIOs to take through the CIO journey program.

Partner StrategyDecide which partners to engage

Success MetricsAgree on what success looks like in 1 year? 2 years? 3 years?

AE Deliverables:

Action Plan (Timelines & Owners)

Executive Outreach Plan

ROI / TCO Assessment

Execute - Translate Strategy to Action

Solution MapDefine solutions required for standardization decisions

Events StrategyAlign execs with upcoming marketing events.

Connect the DotsSet timelines and owners for executive outreach.

References StrategyPlan for a comprehensive reference outreach

Application RationalizationEarn the trust of IT to uncover their IT backlog

Business CaseBuild an ROI/TCO assessment

ReviewsDiscuss follow up and cadence for team reviews(weekly, bi-monthly, monthly)

Create & Execute Action PlanTypical Action Plan Tasks

Build org charts

Reach out to executivesDetermine budget information

Share the strategy and vision

Meet with the customer- Sharing your strategy and vision will help to create a mutual plan- Test the vision, iterate as you go

End result- Better understand your customers needs and aligning effective value propositions- Finding the whitespace and opportunities with your account team- Develop a clear strategy tied to an executable account plan- Grow installed base and win new logos

Share your ideas to co-create a vision with the customer

Make it a working session not a review

Drive the discussion toward broadening our footprint - Think Big

Get everyone involved

Assign actions to everyone – not just the AE

Track the action plan in the app

Set a follow up date right away

Best Practices For Account Planning Sessions

Selling is a team sport

The Questions You Need To Be Ready To Answer

1. What is the health of the business?

2. What are the company’s top corporate priorities?

3. What is the company’s fiscal year end?

4. What is the account strategy at the corporate or BU level?

5. How many employees does this company have?

6. What is our strategy to drive a standardization decision?

7. What is our executive engagement strategy?

Account Strategy Questions

Territory Planning

Let’s start at the beginning

You can only build on success. What are your greatest accomplishments from last year? What are you most proud of?

What are you committed to achieving, doing, giving, sharing or being in the next year?

You can't manage what you don't measure, how will you think big?

"What is my specific plan to reach my annual quota in the first 6 months of the year?

What are your FY18 goals?

Categorize your target accounts (whales, elephants):

Who are your big bets:- ABC- DEF

Identify Tier 1,2,3 installs and prospect accounts

Identify and engage key executives (C-level) in every Tier 1 & Top 10 prospects

Key metrics for success (adapt for your situation):

- Meet top xx installs by xx/xx/2017

- Build xx.xx EUR/USD of new pipeline per month

AE prospecting – Building your pipeline

Business Dev & Marketing PlansSelling is a team sport

Your prospecting plan

Salesforce AE/EBR campaigns

Putting the marketing machine to work

Partner initiatives together with salesforce e.g. business breakfasts, lunch & learns, topic or industry specific events

Selling is a team sport

Detailed breakdown of top customer accounts (ideally completed in your salesforce instance):- List accounts, ACV goal, EBC candidate, who is multi-cloud prospect

Top 10 prospect accounts- Name, industry

White space reports for your Tier 1 accounts

Questions