Sales Playbook

© 2015 Bruce Kopkinn1

Sales Playbooks: The Good Book To Optimal Performance

January 13, 2015

Bruce Kopkin: President – Executive Sales and Marketing Association

KEN S&M SIG – Sales Playbook: The Good Book To Optimal Performance

© 2015 Bruce Kopkin

KEN S&M SIG

Agenda

Objective

What is the Problem?

What Is A Playbook?

How To Be Successful

Examples

Summary and Takeway



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Is the Problem Worth Solving?

3

Is There A Problem

Worth Solving?



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Do You Have Any Disconnects?

Scott Adams is one of most insightful business experts around.

http://search.dilbert.com/search?p=R&srid=S3-3&lbc=dilbert&w=sales%20marketing&url=http://dilbert.com/strips/comic/1998-05-06/&rk=14&uid=981543829&sid=2&ts=custom&rsc=iRIyKv-2u:NJXuGY&method=and&format=chara&isort=date&view=list&filter=type:comic



The sky isn’t falling…it fell!

Aberdeen and IDC fast facts on market conditions 52% of companies have seen marked decline in purchase

volume or frequency

73% of companies have seen purchases postponed

75% have been forced to make financial concessions

76% report Sales Cycles have extended

71% indicate economy has hurt relationships with channel partners

53% report increase in number of leads needed

54% report negative impact on Marketing execution



Best In Class Does Make A Difference….

0% 20% 40% 60% 80% 100%

Common lead definition

Marketing materials mapped

Common view of data

Unified customer data

Information sharing by reps

OthersBIC

Source: Aberdeen 2009 Sales Intelligence Benchmark



….To The Top And Bottom Lines

Percentage represents companies identifying positive improvement

0% 20% 40% 60% 80% 100%

Revenue by acct

Bid to win ratio

Average deal size

Lead Qualification Rate

Customer Acq. Costs

Market Share

OthersBIC

Source: Aberdeen 2009 Sales Intelligence Benchmark



Sales Playbook is BIC Activity

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Indiv. accountability for lead mgt.

Formal communication process

Defined mktg. measurement metrics

Dashboards track lead activity

Sale & Mktg. review pipeline weekly

OthersBIC

Source: Aberdeen 2008 Lead Nurturing and Lead Scoring/Prioritization Benchmarks



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Why Is It Difficult To Solve?

9

Why Is It Difficult To Solve?



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Is There Respect Or Trust?


© 2015 Bruce Kopkin11

What is a Playbook?

The official set of processes, strategies, tactics and actions for the entire selling community

Combination of Sales, Marketing, Project, Support, Product

Compilation of Best Practices from Best Performers

Defines your prospects

Defines your messaging

Defines your tasks and steps



Is there a Secret Sauce For Success?

It is Consistent messaging……

…..solved through enforced scripting

How To Be Successful With Playbooks



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Lead PositioningSteps to the

Order

Qualification Questionaire

OpportunityQuestionnaire

Reject Reject

Negotiation Planner

Proposal Survey

Proposal

Qualificationaire Survey

Close

Win Loss Analysis

Playbook Positioning

There is a “script” for each step

from start to finish.



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Email blastsBooth visits

(warm)

Manual Filter

CRM Qualification

CRM

Sales

Specific Projects

(cold)

PartnerOpportunity

Reports

Reject

Steps to the

Order

Drip Marketing

MarketingAnalysis

Web contact800#

(warm)

Reject

OpportunityReview

RejectReject Reject

Appt Setting(warm)

Lead Generation and Qualification Process

Each step must cover all options and paths



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Business Opportunity Review

Review Selection

4

Team Review - SE - Kopkin - Wray - Roth - Long - Wheeler - Levy 5

Decision Criteria - Market - Revenue - Solution - Partners - Legacy systems - Competition 6

Solution - SDM/Suites - Gaps - Partners - Interfaces 7

Strategy - Vision - To be/as is - Phases - Schedule - Pricing - Competition - Leader/laggard 8

Team- Exec. Sponsor- Members

Steps to the Order10

Qualified Lead 1

SalesExecutive

2

Go/No Go9

Reject

Updates- Review schedule- Milestones

Prospect Discovery

Call3

Steps to the Order

Break each step into Questions and Next Steps



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Business Opportunity Review

Each step must have a set of questions

The answers must lead to a next step or resolution



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Process Development

17

Process Development



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The Process

1. Determine who you are

2. Market identification

3. Prospect targeting

4. Who do you have to do the tasks

5. What is your complete Customer Lifecycle



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Who Are You?

Established• Your Brand is known – people will see you.

• They have a preconceived opinion of you

Niche Payer• Looking to add new customers?

• Looking to expand installed base?

Unknown• New company or new geography

• Must earn the first call



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Market Identification

For whom does your Value Prop resonate?

Do you have a Market specific message?

Does your broad message translate?

Must ensure that your messaging hits what your market needs to hear.

Must develop Market-specific messaging



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Prospect Targeting

Within a Market, who are your Prospects?

Early adopters willing to take a risk

Risk-averse

Large or complex enterprise

Simple organization

Installed base considerations

Age

Public / Private



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Who Do You Have To Do The Tasks

Lead Generation (internal / external)

Demand Generation

Qualification

Pursuit

Demonstrations

Strategy and tactics

References

Remove Conflicts of Interest and ensure agreement



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What Is Your Complete Customer Lifecycle

Off the shelf

Custom

Project / installation required

On going support

Need to ensure everyone appreciates that they are part of the long term selling team

Can help or kill future business



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How To Create The Playbook

Determine what is working best

• Emails - collect those that worked

• Scripts - listen and transcribe

• Collateral

• Processes

Document the process

Get started

Fine tune



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Or you can……..



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http://api.ning.com/files/86PkRxo0xhh-SaDg2PwCcy5OFqkKeaUmteGEqGL5BWsKZNJbeq-*Lfzfgd1U94VTj7XE-ThUGms7ttE5kf08Z5UrajmyUCU5/Sales_Cartoon_Big_Initiative.jpg

Documents

Sales Playbook