Accelerating Ingram/Cisco Partners Into The Cloud

SALES 101

HCS Partner Cloud Acceleration Program

Acumen Management:

Building Organizations through

the Execution Of Strategic Management

13 Years of Partner Consulting Services

14 Years Consulting: Partners, Vendors, Distribution

25 Years in Channel & Partner Sales Leadership Experience

Online Interactive Sales Mgr. Tool Kit

DVDs/Books/Articles, Video’s on Sales Leadership

Keynotes, Seminars & Presentations

Management and Strategic Sales Management Expertise

Web: www.AcumenManagement.com

Blog: www.YourSalesManagementGuru.com

Whitepaper on : The Job of Sales Management

Ken@AcumenMgmt.com

• Review Program Purpose & Content with Yourself and

other Ingram Micro/Cisco Partners in Mind

• Provide Feedback on the Program Flow and Agenda

• Provide Interactive Forum for Group Discussion

• Content, Tools, Guidebooks are Proprietary/Confidential

to Acumen/C3 and Are Not to be Distributed or Used

Without Written Permission

Ingram / Cisco HCS Program Overview

Program Flow

• 4/23/13 HCS Overview Maturity Model

• 4/26/13 Operations 101 Practice Stmt

Project Plan

• 4/30/13 Marketing 101 Market

Planning

Best Practices

• 5/3/12 Sales 101 Discovery

Best Practices

Program Overview

Program Flow

• 5/7/12 Sales Extra Cross Sell/Up Sell

Account Planning

Sales Strategy

• 5/10/13 Marketing 201 Building a Plan

Vertical Programs

• 5/14/13 Sales 201 ROI/Business

Guidance/ Case

Study

Program Overview

Program Flow

• 5/17/13 Sales Extra ROI/Case Study

• 5/21/13 Marketing 301 Building Thought

Leadership

• 5/28/13 Sales 301 Compensation

Program Overview

Optimizing Indirect Channels

through Efficiency and Productivity

10 Years of Channel Consulting Services

21 Years in Channel Leadership and Operations Roles

Channel Development Toolkits

Channel Optimization Consulting Cloud Based Channels Expertise

Enablement , Demand Gen, Communication “Gears”

Productivity Acceleration

Keynotes, Seminars, & Presentations

Regular columnist for Redmond Channel Partner

Channel Efficiency and Productivity Continuum : Utilizing Cloud Technologies to Enhance Core Channel Functions

Keith Lubner, Managing Partner

Web: www.channelconsultingcorp.com

klubner@channelconsultingcorp.com

Today’s Agenda

Sales HCS Cloud Acceleration Tools

Discussion on Marketing Session/Homework

Purpose & Premise

Wrap - up

Discussion on Sales Tools/Programs

6

5

4

3

2

1

This is an example text. Go ahead and replace it Discussion of Survey/Maturity Model

Purpose & Premise

Prescriptive Approach – Sales, Marketing, Operations

3

5

1 2 4

6

Clo

ud

Matu

rity

Increase Maturity = Increasing HCS Cloud Acceleration

FOCUS

VAR Growth Strategies Fast Growth CEO’s

1 FAST GROWTH CEO’S

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0% 84.8%

69.7% 69.7% 66.7%

63.6% 60.6%

• Group Discussion: Perceived Issues w/Sales

• Survey Results

• Cloud Maturity Model - Sales

• Examples and Exercises

• Sales Management Best Practices

• HCS Discovery Process

• Solution Recommendation

•SalesTools Review

Sales Workshop

1. Your marketplace Perceptions.

2. Your own company Perceptions

3. Survey Results

Group Discussion Perceived Issues with Sales – HCS CLOUD

Maturity Model

Results

Sales average rating: 2

Marketing average rating: 2.4

Operations average rating: 2.1

Salespeople can clearly describe and SELL the HCS solution 1

Salespeople have been professionally trained to sell Cloud/Managed Service solutions 1.6

Salespeople can clearly describe and sell the Cisco/UC solution 2.8

The salespeople can describe cross-sell and upsell possibilities between the various Cisco/Ingram offerings

Salespeople have and follow a defined Cloud sales process based upon type of opportunity

Management tracks at least 4 metrics that measure sales activity and success

The sales compensation plan is designed to drive the desired actions based upon corporate objectives

You have a dedicated sales effort within at least 1 vertical with 15+ customers

3

1

2.1

2.5

4.3

Increased Demand for New Consumption

Models New deployment options outpacing traditional CPE

CAGR

2013 12%+ 27%+ 23%+ 18%+

Customer

Care Conferencing TelePresence

Enterprise

Social Software Mobile

Applications Messaging

IP

Communications

Sales “Pains” with HCS Cloud Movement

Need for definitive & distinct sales processes for HCS

opportunities

Need for excellence in sales execution

Need to effectively leverage sales

Ensuring that cloud education continues to be a part of all sales

processes

Understanding economics are different in the cloud:

Aligning appropriate sales activity to appropriate sales individuals

Need for full cross sell / up sell understanding of cloud and on-premise

Sales “Pains” with Cloud Movement

Cloud: Sales Tactics to Solve

• Manage COS

• Sales Compensation

• Increase Sales Velocity

• Sell to the Business Challenges

• Become VerticalWise

• Account Planning/Up Sell Cross Sell

• Sales Training and Development

• Sales Organizational Design

– Tele-Sales: Velocity/Volume

Cloud Environment

Causes Change in Sales Methodology

• Better understanding of the client’s

needs

• Better selectivity of account

segmentation

• Better selling strategies of accounts

• Better time & territory management

• Better use of resources

• A focus on messaging, value and

solving customer problems

Cloud Applications Customers and Partners

© Copyright 2010, Everything Channel & IPED;

All Rights Reserved. Proprietary materials protected.

9.7%

14.4%

7.7%

13.7%

15.8%

11.8%

20.0%

16.3%

31.6%

23.3%

25.0%

26.5%

2.6%

3.7%

3.8%

4.3%

4.5%

4.9%

5.4%

6.1%

6.1%

6.4%

12.5%

13.4%

Accounting Utilities/Software/ERP

HR and Workforce Management

Security Software

SCM

Business Intelligence

Industry-Specific Application

e-Mail/Office and Personal …

Content Management/ Document …

Collaborative Software

B2B/B2C Services

CRM

Web conferencing

Pure Cloud Applications Acquired by End-Customers 2009 vs. 2012

2009 2012

26.0%

37.4%

37.0%

29.8%

34.0%

38.6%

23.9%

35.5%

34.8%

45.7%

34.4%

47.9%

5.4%

11.5%

11.7%

11.7%

11.8%

11.8%

12.3%

12.6%

13.9%

15.1%

18.0%

19.3%

Accounting Utilities/Software/ERP

CRM

B2B/B2C Services

Industry-Specific Application

Business Intelligence

Content Management/ …

Security Software

e-Mail/Office and Personal …

SCM

Collaborative Software

HR and Workforce Management

Web conferencing

Pure Cloud Applications Delivered by Channel2009 vs. 2012

2009 2012

31

End-user: n=306; Base : Respondents who acquired each application in 2009 and in 2012

Q. In 2009 and by 2012, which of the following types of applications, if any, did you or will you

acquire as an on-premise product purchase, on-premise hosted, off-premise hosted, or cloud

(pure/hybrid) solution?

Channel: n=300; Base = Respondents who delivered each application in 2009 and in 2012

Q. In 2009 and by 2012, which of the following types of applications, if any, do you anticipate

delivering using on-premise product resale, on-premise hosted, off-premise hosted, or cloud?

Sales Scenario #1

Pain in the Cloud

Solution to Pain

Example/Exercise

Need for

excellence in sales

execution

A definitive guide for Sales

Best Practices with

Examples throughout,

allowing any organization to

quickly align to execution

standards.

Sales Best

Practices

Guide

Top Performers Generate:

• Increases in service, quality and

customer satisfaction of over 50%

• Growth rates 60% to 300% greater

than their competition

• Return on sales of 200%-300%

greater than their competitors

• Return on assets of 150%-300%

greater than their competitors Leonard Schlesinger

Harvard University

The Impact of Top Performers

Sales Call Preparation

What is the objective of the call?

What do you want as an outcome

of this meeting?

Have you reviewed the Survey of

Questions to determine what you

need to know and what you will

ask?

Do you have examples of how

Cloud solutions could work in this

firm?

What does their web site say

about them?

Sales Call Preparation

Anticipate your clients potential

objections or new questions they

may ask and your answers. “

What has changed if anything

since our last meeting”?

Role-Play your Opening and Tour

Plan the sequence and roles of all

participants, clients, outside

parties and our company.

Have you made sure every

attending person from your office

knows their role?

SE/President/others..

Review all previous notes and client

information. Do you have their

Organization Chart and company

brochure?

What are the various personality styles

of each participant?

What are the interests of each person

on the prospect’s team?

What is the prospects vision and

marketing message?

What is their value proposition?

How will you use that knowledge to

your favor?

Buying Phases

(PHASE I) DEFINE NEEDS

(PHASE II) EVALUATE SOLUTIONS

(PHASE III) EVALUATE RISK

L

E V

E L

O

F

C

O N

C E

R N

Buyer Emotional Concerns

T I M E

Risk

Cost

Needs

Proofs

Needs

Cost

Proofs

Risk

Sales Scenario #2

Pain in the Cloud

Solution to Pain

Example/Exercise

Need for definitive &

distinct sales and

selling Business topics

A roadmap whereby any

organization can implement a

sales process that clearly articulates the business case

Discovery

Need Definition

Perform Discovery-Determine the Need

Move into a Discovery or Needs

Analysis Stage:

• Seek to understand the person

• Seek to understand the business

• Seek to instill prospects knowledge that you know

their business needs

• Build trust and confidence

• Must “connect the dot’s”

Discovery Assessment Survey

Questions to Identify “I Need To” Messaging

Questions to Understand Business Challenges

Questions to Understand Personality Styles

Sales tool Used to Align Business Challenges-

“I Need To” to you Solutions and Value Statements

Sample Discovery Process

What are your plans for increasing the competitive nature of your organization?

What changes do you see in your business and marketplace in the next 24 months?

If you had a magic wand, what would you change in your organization?

Why do your clients do business with your organization?

Sample Discovery Process

____ Serve customers better , __ Be more productive

___ Secure my business, ___work from anywhere, ____Connect Employees

Which one of these general 5 “I Need To” categories are most important to you in reaching your business objectives or goals: rank 1-5

What business challenges do you face in achieving those business goals?

What are your top 4 strategic objectives or goals for your organization? For this year and the next three years?

Solution Recommendation Format

• Cover page

• Executive Summary-Needs Analysis

• Project History-Short Review of each meeting

• Summary of Partner’s Organization

• Business Case for HCS Implementation

• Investment Summary

• Terms and Conditions

• Implementation Plan

Partner

HCS

Solution

Recommendation

Solution Recommendation Idea’s and Hints

Include visuals/graphics to add power and clarity:

• Visuals communicate complex ideas in a compressed space.

• Make sure visuals are relevant to key points.

Format document for easy readability:

• Use subheads and highlight key points.

• Use bullet points for easy scanning.

Automate the process:

• Only a few sections need to be recreated each time. Automate the process by creating boilerplate information: Background on company, biographies, products/services, etc.

TEMPLATE

Cloud: Sales Tools

• Sales Compensation Guide: This guide will assist you in building a sales compensation plan for your sales team. It takes into consideration your objectives and level of Cloud maturity.

• Sales Compensation Planning Tool: Use this tool to calculate your various commission scenarios.

• Sales Management Best Practices Guide: Sales management is the lynch pin in building a high performance organization, this Guide will assist you in creating a professional sales and sales management team.

• Volume Sales Process Map: In a Cloud Practice you need to implement a prescriptive sales methodology to reduce Cost of Sales, this process map will help you focus on a Velocity model (<15 seats) or increase your success in selling Volume seats.

• Quick Qualification/Discovery Guide: Whether you are selling on-premise and Cloud or Cloud solutions only, understanding your prospects business challenges and needs will increase your trusted advisor status, this Guide will assist your sales team in asking the proper questions during the discovery phase. This Guide should be used in conjunction with the Velocity/Volume Sales Process Map.

Cloud: Sales Tools

• Telephone Prospecting Guide: These set of tools will help create and manage a tele-

sales team. Included are telephone best practices, sample scripts and tracking tools

• Proposal Planning Guide: Once you have fully understood your prospects business

challenges, use this Guide to professionally prepare and present your solution. Be sure

to review the “SO-What” section to improve your selling skills.

• Cross Sell/Up Sell Account Planning Guide: Driving revenue and penetrating

existing clients is important and highly profitable, this Guide will help you determine

what existing solutions each of your clients currently use and what new Cloud or on

Premise solutions could be sold to your accounts. You should perform this Account

Planning process at least twice each year.

• Salesperson Development Plan: Increasing the professionalism of your sales team is

more important than ever, this Plan should be used twice each year to review each

salesperson and to develop an individual training plan.

• Sales Strategy Guide: Working sales opportunities smart is crucial, this guide will

provide you working tool to help you strategize more effectively.

What other Sales Tools would be helpful ?

Discussion

Marketing Operations

Sales

The End Game

By 2012, at least 50% of all customers will have some form of a cloud solution.

◆The momentum around Software as a Service is significant as

customers look to:

• decrease costs, leverage OPEX over CAPEX and

“go live” faster .

• The opportunity is significant.

◆ Position yourself to get your fair share:

• Name a companywide Online Services Single Point of

Contact

◆ Adapt Sales and Marketing processes:

• High velocity, low touch to acquire new customers

• Leverage trusted advisor status to educate and plan with

existing customers

• Understand Opportunity Economics

• Upwards of 6 to 1 to maintain top line revenue

• 2 to 1 to maintain margin

• Exponential growth in Post-sales integration

◆ Think like an Insurance agent, note Customer Lifetime Value

◆ Streamline and pre-package services to align with the

recurring revenue model

◆ Introduce new Online specific management metrics

38 |

HOMEWORK

1. We will send you the Discovery, Best Practices

2. Complete it by the end of day, “catch up week!”

3. Send your completed homework with your company

named as the document name.

4. Send to: Ken@Acumenmgmt.com

5. Register for next session: Tuesday, May 7

11am EST: Sales Extra: Cross Sell/Up Sell

Account Planning

Questions ?

THANK YOU!