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SALESANALYTICSBOB APOLLOINFLEXION-POINT STRATEGY PARTNERS
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WHY SALES ISN’TGETTING ANY EASIER
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SALES UNDER PRESSURE
82%
SALESTARGETS
INCREASING
47%
EXPECTED TOREDUCECOSTS
SOURCE: "PUTTING CONTEXT AT THE CENTRE OF SALES SUCCESS" A LOUDHOUSE RESEARCH STUDY, SPONSORED BY SAP
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BETTER INFORMED CUSTOMERS
75%
RESEARCHINGSOLUTIONS
ONLINE
67%
BUYINGPROCESS
TAKING LONGERSOURCE: "PUTTING CONTEXT AT THE CENTRE OF SALES SUCCESS" A LOUDHOUSE RESEARCH STUDY, SPONSORED BY SAP
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CONSEQUENCES FOR VENDORS
LONGERSALESCYCLES
LOWERWIN
RATES
MISSEDSALES
TARGETS
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TODAY’S SALES IMPERATIVES:
KNOWMORE
SELLSMARTER
ACTFASTER
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COULDSALES ANALYTICSBE THE ANSWER?
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“Sales Analytics are the key that enables theVP of sales, sales operations and front-end sales
organisations to move from a culture based only on gut feeling and perception-based decision making
to one based on factual data supporting tactical and strategic decision making”
[GARTNER]
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“Sales Analytics are the key that enables theVP of sales, sales operations and front-end sales
organisations to move from a culture based only on gut feeling and perception-based decision making
to one based on factual data supporting tactical and strategic decision making”
[GARTNER]
10
“Sales Analytics are the key that enables theVP of sales, sales operations and front-end sales
organisations to move from a culture based only on gut feeling and perception-based decision making
to one based on factual data supporting tactical and strategic decision making”
[GARTNER]
11
“Sales Analytics are the key that enables theVP of sales, sales operations and front-end sales
organisations to move from a culture based only on gut feeling and perception-based decision making
to one based on factual data supporting tactical and strategic decision making”
[GARTNER]
12
“Sales Analytics are the key that enables theVP of sales, sales operations and front-end sales
organisations to move from a culture based only on gut feeling and perception-based decision making
to one based on factual data supporting tactical and strategic decision making”
[GARTNER]
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SALESANALYTICS
SALESPROCESS
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BEHAVIOURALANALYTICS
CUSTOMERINSIGHTS
MARKETINTELLIGENCE
SOCIAL SELLING
SALESANALYTICS
SALESPROCESS
- News Feeds- Alerts- Triggers
- LinkedIn- Twitter- More…
Systematicinformationenrichment
Web visits -Opens/clicks -Interactions -
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BEHAVIOURALANALYTICS
CUSTOMERINSIGHTS
MARKETINTELLIGENCE
SOCIAL SELLING
SALESANALYTICS
SALESPROCESS
- News Feeds- Alerts- Triggers
- LinkedIn- Twitter- More…
Systematicinformationenrichment
Web visits -Opens/clicks -Interactions -
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WHO NEEDSSALES ANALYTICS?
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SALESPEOPLE
SALESMANAGERS
SENIOREXECUTIVES
MARKETINGTEAM
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SALES PEOPLE
ToolSales Opportunity DashboardApplication Lead/opportunity scoring Target/prioritise opportunities Identify/prioritise actions Guided selling (know and do)Benefits More effective selling Improved quota performance
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SALES MANAGERS
ToolTeam Performance DashboardApplication Patterns of success and failure Proactive pipeline management Identify opportunities at risk Identify coaching/training needsBenefits More accurate revenue forecasting Progressively improve team
performance
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SENIOR EXECUTIVES
ToolExecutive DashboardApplication Establish/monitor KPIs Reliable revenue forecasting Identification of risk factors Enhanced market
planning/segmentationBenefits Greater confidence in results Improved return on resources
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MARKETING TEAM
ToolMarketing DashboardApplication Campaign performance Lead scoring MQL-Sale conversion Ideal customer profilingBenefits More effective campaigns Better sales tools
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WHAT DATADO WE NEED?
BETTER DATASMARTER INSIGHTS
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OWNER
VALUE STAGE
ACTIVITY
AGE
TYPE
VELOCITY
OTHERATTRIBUTES
OPPORTUNITY
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STAGE
OPPORTUNITY
Clear, universally applied stage definitions Unambiguous milestones between stages Accurate assignment of deals to stage Stage-related data captured Progressive opportunity qualification Guidance: what sales people need to know
and do at each stage
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ACTIVITYOPPORTUNITY
Correlate with progress Patterns of performance Advances, not just actions Clearly categorised Monitor momentum
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Not just overall age Time in stage Critical predictor Takes 2*longer to lose
than to win Momentum is critical
VELOCITYAGE
OPPORTUNITY
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OTHERATTRIBUTES
OPPORTUNITY
Fit vs. “Ideal Customer Profile” Fit vs. “Ideal Opportunity Profile” Stakeholder engagement Compelling reason to act Structural, Cultural, Behavioural fit Budget/Finance Relative priority Factors specific to your situation
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ANALYTICSIN ACTION
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DIGGINGINTO THEDETAILS
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HOW HAS OUR PIPELINE VALUE CHANGED OVER TIME?
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WHAT’S DRIVING THE RECENT CHANGE IN VALUE?
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WHAT’S DRIVING CHANGESIN VOLUME AND VALUE?
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WHAT’S THE CURRENT FORECAST FOR THE QTR?
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WHICH OPPORTUNITIESARE AT HIGH RISK?
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UNUSUALLY HIGH DEAL
VALUE
LOWMOMENTUM
DAYS IN STAGE
WHERE ARE THE KEYRISK FACTORS?
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HOW IS OUR CONVERSION EFFICIENCY CHANGING?
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HOW OFTEN DO OUR SALES PEOPLE MAKE QUOTA?
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HOW DO SALES PEOPLE’S SUCCESS RATES COMPARE?
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DOES ANALYTICSIMPROVE PERFORMANCE?
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72%
48%37%
BEST-IN-CLASS AVERAGE LAGGARDS
ANALYTICS ADOPTION
% OF SALES PEOPLE ON QUOTA
[ABERDEEN GROUP]
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166 Days
207 Days
ANALYTICS USERS NON-USERS
AVERAGE SALES CYCLE LENGTH
150
225
200
175
[ABERDEEN GROUP]
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GUIDED SELLING TARGETED COACHING
BEST PRACTICE ADOPTION
60%
[ABERDEEN GROUP]
33%
53%42%
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PREDICTING WHICHDEALS ARE MOSTLIKELY TO CLOSE
IDENTIFYINGOPPORTUNITIESAND THREATS
45%
[ABERDEEN GROUP]
13%
37%
19%
SUPERIOR ABILITY TO FOCUS
49
RETAINING TOPSALES TALENT
ON-BOARDINGNEW HIRES
53%
[ABERDEEN GROUP]
38%44%
19%
BETTER PEOPLE MANAGEMENT
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93%BETTER ATWALKING AWAYFROM BAD DEALS
[ABERDEEN GROUP]
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78%
WORLD-CLASSSALES ORGANISATIONS
30%
ALLSALES ORGANISATIONS
“Our sales management team is highly confident in the data
available from our CRM system.”
[MHI]
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IN SUMMARY
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If you’re not yet using sales analytics, you can’t afford not to get started this year
If you’re a relative newcomer to sales analytics, continue to drive the programme forwards
If you’re an experienced user of sales analytics, share your experiences with the audience
There’s always an opportunity to improve the quality of your data
There’s always an opportunity to improve the quality of your decision-making
We’ve all still got a lot to learn!
