crowdsourced

Sales & Marketing

Development Plan

for the

Chief Revenue Officer

1 8/5/2014

Ed Alexander

Chief Digital Consultant

how customers happen

The clickable map on the next page

outlines 4 major parts of a Sales &

Marketing Development Plan for a

typical organization.

For some, this is too much structure;

for others, not enough. What matters

most is that you are marketing and

selling effectively, shipping product,

wowing customers, innovating, and

measuring what matters to improve.

Sample metrics are provided on each

page to get you started. Feel free to

substitute metrics and terminology

that matter to you.

Introduction

2

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3

Sales and

Distribution

Strategy

Strategic

Marketing

Framework

Customer

Development

Program

Integrated

Marketing

Plan

Sales &

Marketing

Development

Plan

Glossary

4

What follows is a breakdown of each quadrant,

followed by (and linked to) detail pages where you

can elaborate on each topic. Some suggested

content, such as Key Performance Indicators for

each topic, is pre-loaded to get you started.

For demonstration purposes, a few subtopics in the

two Marketing quadrants (right) are color-shaded

(light red, yellow or green) according to the Sample

Legend to show how the use of “traffic signals” as a

color scheme can aid interpretations and decisions.

Sales &

Marketing

Development

Plan

Account

Development

Rapid Deployment

Co-Led

Staff Augmentation

Strategy, Vision,

Brands

Total Accessible Market

Segments

Titles, Personae, Pain

Top Targets

SWOT Analyses –

Strengths, Weaknesses,

Opportunities, Threats

Market

Segmentation

Ideal Customer

Profile

Competitive

Landscape

Positioning

Messaging

Models & Metrics

Buyer’s Journey Review

Analysis & Reporting

Maintenance

Calendar

Collaterals (.pdf, video)

Customer Testimonials

Conversion tools

Directors & Advisers

Customers & Partners

Employees & Members

Public, Pro & Industry

Promotional

Transactional

Blogs & Social Channels

Resource Plan

Sales and

Distribution

Strategy

Strategic

Marketing

Framework

Customer

Development

Program

Integrated

Marketing

Plan Sample

Legend

Active

Developing

Inactive/Planning

Schedules & Milestones

People, Process,

Resources

Partner Strategy

CRM

Qualification

Process development

Sales Tools

Ecosystem

Co-marketers

Integrators

Solution sellers

5

Web Properties

Pricing Models Perpetual

Term

Transaction based

Asset based

Outside

Inside

eStore

Direct Sales

Sales Pipeline

Sales Management

Lead Generation &

Engagement

PR / Analysts

Audiences &

Communities Deployment

Funnel

Direct

Partner

Customer Asset

Management

Renewals

Account Penetration

Industry Penetration

Satisfaction

Referenceability

Maintenance Renewal

Existing Business

Community

Project Management

Quota/Domain Math

Territory Management

Sales Incentive Plans

Sales Process

CRM / Automation

Distribution Models Outside

Inside

eStore

Traditional / offline

Interactive / online

Mission

Content

Value Proposition

Not applicable

PR Plan

Speaking Engagements

Industry Analysts

Financial Analysts/VC

Sales and

Distribution

Strategy

Partner

Strategy

CRM

Qualification

Process Development

Sales Tools

Ecosystem

Co-marketers

Integrators

Solution Sellers

Pricing

Models

Perpetual

Term

Transaction based

Asset based

Outside

Inside

eStore

Direct Sales

Sales Pipeline

Sales

Management

Quota/Domain Math

Territory Management

Sales Incentive Plans

Sales Process

Distribution

Models

Outside

Inside

eStore

Sales & Marketing

Development Plan

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Sales and Distribution Strategy

7

Sales &

Distribution

Strategy

Sales & Marketing

Development Plan

Key metrics: Customer Lifetime Value, pipeline value/volume/velocity

Distribution Models

Model Process

Owner Key Performance Indicators

Direct Inside Pipeline value, sales cycle velocity, win ratio

E-store Inside # deals, value, velocity, win ratio

Reseller Outside # trained, # deals, value, velocity, win ratio

Partner Outside # trained, # deals, value, velocity, win ratio

8

Sales &

Distribution

Strategy

Sales & Marketing

Development Plan

Key metric: Value, Volume and Velocity of dealflow by pricing type

Pricing Models

Type Pricing

Method Key Performance Indicators

Perpetual

Maintenance

& service

contracts

Pipeline value, sales cycle velocity, win ratio

Term Projects # deals, value, velocity, win ratio

Transaction Products &

services # trained, # deals, value, velocity, win ratio

Asset Asset # trained, # deals, value, velocity, win ratio

9

Sales &

Distribution

Strategy

Sales & Marketing

Development Plan

Key metrics: CMRR – Committed Monthly Recurring Revenue;

Customer Lifetime Value (CLV)

Direct Sales

Model Process

Owner Key Performance Indicators

Outside Sales team

leader

Qualified pipeline value, Sales cycle velocity, Sales

win ratio

Inside Marketing

team leader

Nurtured Leads converted to Opportunities, # deals,

value, velocity, conversion rate

eStore Website team

leader

Registrations, conversions, # deals, value, velocity,

win rate

10

Sales &

Distribution

Strategy

Sales & Marketing

Development Plan

Key metric: Value, Volume and Velocity of dealflow by Partner type

Partner Strategy

Topic Process

Owner Key Performance Indicators

Ecosystem Sales &

Marketing See below

Co-marketers Sales &

Marketing

Integrators Sales &

Marketing

Solution Sellers Sales &

Marketing

11

Sales &

Distribution

Strategy

Sales & Marketing

Development Plan

Key metrics: Customer Acquisition Cost;

Changes in Value, Volume and Velocity at each stage

Sales Pipeline

Topic Process

Owner Metrics

CRM Sales /

Marketing

Qualified pipeline value, Sales cycle velocity, Sales

win ratio

Qualification

Criteria

Sales /

Marketing

Clear need? Likely to buy? Chance of winning?

Good customer?

Sales Process

Development

Sales /

Marketing

Ratio: MQLs / SALs (see Glossary –link below)

Ratio: SALs / SQLs

Sales Tools Sales /

Marketing

Registrations, conversions, # deals, value, velocity,

win rate

Glossary

12

Sales &

Distribution

Strategy

Sales & Marketing

Development Plan

Key metric: Customer Acquisition Cost

cool tool

Sales Management

Topic Process

Owner Metrics

Quota / Domain

Math

Sales &

Marketing

Qualified pipeline value, Sales cycle velocity, Sales

win ratio (see Forecast documents)

Territory

Management

Sales &

Marketing

Effective sales processes and products by

Geography, Industry, Rep, Price Margin

Incentive Plans Sales &

Marketing Team and Individual plans / goals

Sales Process Sales /

Marketing

Most effective process(es); process bottlenecks; most

productive lead sources

Account

Development

Customer

Development

Program

Deployment

Funnel

Direct

Partner

Customer

Asset

Management

Renewals

Account Penetration

Industry Penetration

Satisfaction

Referenceability

Maintenance

Renewal

Existing Business

Community

Project

Management

Customer Development Program

13

Sales & Marketing

Development Plan

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Co-Led

Staff

Augmentation

Schedules & Milestones

People

Process

Resources

Rapid

Deployment

14

Customer

Development

Sales & Marketing

Development Plan

Key metric: Customer Acquisition Cost / Lifetime Customer Value

Project Management

Topic Process

Owner Metrics

Schedules &

Milestones

Service &

Installation Deal flow, project cycle

People Project

Leader

Performance of Installer & support team; customer

feedback

Processes Project

Leader Phased approach success, customer feedback

Resources Sales /

Marketing CRM, Inventory, eStore transaction records

15

Customer

Development

Sales & Marketing

Development Plan

Key metric: Value, Volume and Velocity at each deployment stage

Deployment Funnel

Method Process

Owner Metrics

Direct Service &

Installation Deployment cycle analysis; use of FAQ, process docs

Partner – co-led Project

Leader

Performance of Installer & support team; customer

feedback

Partner – staff

augmentation

Project

Leader

Performance of Installer & support team; customer

feedback

Resources Sales /

Marketing CRM, Inventory, eStore transaction records

16

Customer

Development

Sales & Marketing

Development Plan

Key metrics: Churn Metrics (detailed above), Customer Lifetime Value

Account Development

Initiative Process

Owner Metrics

Account

Penetration

Service &

Installation

Product / service upsell; deployment expansion, key

relationship health

Industry

penetration

Sales &

Marketing

Accounts, references, referrals, campaign response

trends / sources, support & forum sentiment

Market

Penetration

Sales &

Marketing

Partners, references, referrals, campaign response

trends / sources, support & forum sentiment

17

Customer

Development

Sales & Marketing

Development Plan

Key metrics: Customer Lifetime Value, Customer Churn

Customer Asset Management

Performance

Factor Key Performance Indicators

Satisfaction Correlate product use patterns by user, role, team, group, company ,

industry, geography, partner, product, service, etc.

Referencability Engagement score – by user, role, team, group, company, industry,

geography, partner, product / service, etc.

Maintenance Product use patterns – success habits, distress signs, product

roadmap inputs

Renewal Engagement score – by user, role, team, group, company, industry,

product / service

Communities Score the value of a visit, share, follow, comment, post, join,

registration, conversion, transaction, renewal, etc.

Strategic

Marketing

Framework

18

Strategic Marketing Framework

Sales & Marketing

Development Plan

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Mission Strategy, Vision, Brands

Total Accessible Market

Segments

Titles, Personae, Pain

Top Targets

3rd Party Landscapes

Differentiators

Barriers

Market

Segmentation

Ideal Customer

Profile

Competitive

Landscape

Positioning

Messaging Value

Proposition

19

Strategic

Marketing

Framework

Sales & Marketing

Development Plan

Mission

Performance

Factor Key Performance Indicators

Mission Why do we exist?

Mission What do we stand for?

Mission Who do we serve?

Strategy What do we do better than anyone? How?

Strategy How will we know we are succeeding?

Vision Where are we going next? Why?

Brands How will audiences recognize and relate to us? How will we relate to

them?

Unique Selling

Proposition

What do people hate about our market space? How do we solve

those issues?

20

Strategic

Marketing

Framework

Sales & Marketing

Development Plan

Market Segmentation

Market Segment Key Differentiators (see Value Proposition)

Peer Competitors SWOT analysis, unique brand value (e.g. prestige / practicality, brand-

ness factors

Upstream

Competitors Positioning in value chain

Downstream

Competitors Positioning in value chain

Share of Wallet

Competitors Size of addressable market, scope of reach

Competitive

Differentiation SWOT analysis, unique brand value

Ideal Customer Profiles (complete one of these slides for each segment)

• Segments

Geo, industry, size, other factors (see below)

• Titles, Persona, Pain

– If business: buyer role, purchase decision participation, org

expectations, buying goals & concerns, technical sophistication

– If consumer, consider: gender, age, marital status, online hangouts,

likes/dislikes

• Top Targets

CXO / Influencer within target vertical, company, market, etc.

21

Strategic

Marketing

Framework

Sales & Marketing

Development Plan

Key metrics: MQLs > SALs (Mktg Qualified Leads > Sales Accepted Leads)

Glossary

Competitive Landscape (complete this SWOT analysis for each major/minor competitor)

• 3rd Party Landscape – Major / minor player name:

______________

• Strengths / Differentiators

– What do we do uniquely well compared to direct, upstream and

downstream competitors?

• Weaknesses / Barriers

• Opportunities

• Threats

Which competitors beat us most often, and why? 22

Strategic

Marketing

Framework

Sales & Marketing

Development Plan

Value Proposition

• Positioning

– We do ____ for ____better than anybody else because we _____ .

– For ….who want/need….we offer… We are better than alternatives,

because…. Proof points:….(ROI examples)

• Messaging

– Neutralize “share of wallet” concerns with ROI proof

23

Strategic

Marketing

Framework

Sales & Marketing

Development Plan

Key metrics at each funnel stage: downloads, forwards, shares,

mentions, comments, conversions, registrations, purchases etc. Good

opportunity to A/B test!

24

Integrated

Marketing

Plan

Web

Properties

PR / Analysts

Audiences &

Communities

24

Integrated Marketing Plan

CRM /

Automation

Sales & Marketing

Development Plan

Get the file

Traditional / offline

Interactive / online

Lead

Generation &

Engagement

Content

Models & Metrics

Buyers Journey Review

Analysis & Reporting

Maintenance

White Papers

Data sheets, video

ROI Tools

Customer Testimonials

Directors & Advisers

Customers & Partners

Employees & Members

Public, Pro & Industry

Promotional

Transactional

Blogs & Social Channels

Resource Plan

PR Plan

Speaking Engagements

Industry Analysts

Financial Analysts/VC

25

Integrated

Marketing

Plan

Sales & Marketing

Development Plan

*Interactive media: see next page

Lead Generation & Engagement – Traditional *

Medium Process

Owner Metrics

TV Response by type, conversion ratio, cycle speed, $

value

Print – magazines,

newspapers

Response by type, conversion ratio, cycle speed, $

value

Telesales / Inside

Sales

MQLs (Marketing Qualified Leads), rate / speed /

value

Directory / Prof

Org. Response/type, rate/speed/value

Direct mail Response / type, rate/speed/value

Live events MQLs, rate/speed/value

Radio Response / type, rate/speed/value

Outdoor Response / type, rate/speed/value

Glossary

26 26

Integrated

Marketing

Plan

Sales & Marketing

Development Plan

*Traditional media: see previous page

Lead Generation & Engagement – Interactive *

Medium Process

Owner Metrics

Website Owned Page visit, nav path, dwell time, source, Converts

Landing page Owned Conversion, source

Blog, microblog Owned Visit, share, follow, comment, post, join, convert

Online Community Earned Visit, share, follow, comment, post, join, convert

Online video Owned Visit, share, follow, forward, convert

Social media Earned Visit, follow, share, convert

Paid placement Earned Hit, click, visit, convert

Mobile marketing Owned Open, click, forward, convert

Email marketing Owned Open, click, respond, forward, convert

SEO Earned Hit, click, convert

Paid search listing Earned Hit, click, convert

CRM / Automation

• Models & Metrics

awareness, interest, engagement, sales, profits, advocacy

• Buyer Journey Review

Funnel metrics, stage analysis, pipeline stats, conversions/revenue

• Analysis & Reporting

Execution on key metrics

• Maintenance

Data quality, richness and integration

27

Integrated

Marketing

Plan

Sales & Marketing

Development Plan

Key metrics at each funnel stage: Funnel & pipeline impact -

downloads, forwards, shares, mentions, comments, conversions,

registrations, purchases etc. Good opportunity to A/B test!

Content

• Calendar

• Content (Data Sheets , Audio, Video, Testimonials)

• Conversion tools & processes

• Sales SLA (service level agreement)

28

Integrated

Marketing

Plan

Sales & Marketing

Development Plan

Key metrics at each funnel stage: Funnel & pipeline impact -

downloads, forwards, shares, mentions, comments, conversions,

registrations, purchases etc. Good opportunity to A/B test!

Audiences & Communities

• Directors & Advisers

• Customers & Partners

• Employees & Members

• Public, Pro & Industry

29

Integrated

Marketing

Plan

Sales & Marketing

Development Plan

Key metrics at each funnel stage: Funnel & pipeline impact -

downloads, forwards, shares, mentions, comments, conversions,

registrations, purchases etc. Good opportunity to A/B test!

Web Properties

• Promotional

• Transactional

• Blogs & Social Channels

• Resource Plan

30

Integrated

Marketing

Plan

Sales & Marketing

Development Plan

Key metrics at each funnel stage: Funnel & pipeline impact -

downloads, forwards, shares, mentions, comments, conversions,

registrations, purchases etc. Good opportunity to A/B test!

PR / Analysts

• PR Plan

• Speaking Engagements

• Industry Analysts

• Financial Analysts / VC

31

Integrated

Marketing

Plan

Sales & Marketing

Development Plan

Key metrics at each funnel stage: Funnel & pipeline impact -

downloads, forwards, shares, mentions, comments, conversions,

registrations, purchases etc. Good opportunity to A/B test!

32

Sales & Marketing

Development Plan

Marketing :

Sales :

+ + +

+ + +

+ + +

+ + +

+ + +

+ + +

$ $ $ $

$

$ $

$ $

$ $

$

Value Volume Velocity

Content

Community

Conversion

!

Bonus!

Aligning Sales & Marketing

Each of the 9 boxes in this grid

signifies an opportunity to align

intersecting effort.

Example: Content + Value

Ask: How can Marketing

create content that supports

increased Value of each sale?

How can the value of each

sale inform the creation of

supportive content?

For a quick tutorial article, click here: http://wp.me/pIplj-l8

33

Glossary

CMRR = Committed Monthly Recurring Revenue

CLV = Customer Lifetime Value

CRM = Customer Relationship Management software (example: Salesforce.com)

SAL = Sales Accepted Lead – a Lead from Marketing that Sales approves (SLA)

SLA = Service Level Agreement – an agreement between to entities

SQL = Sales Qualified Lead – a SAL that has been deemed “pipeline-worthy” by Sales

34

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Sales & Marketing

Development Plan

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a native Powerpoint (.ppt) file

that you can customize to suit

your own sales and marketing

programs. Great for training too!

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idea or comment

Ed Alexander

Chief Digital Consultant

how customers happen