Developing a 360o Sales ForceDeveloping a 360o Sales ForceJohn Sabino, SVP - Ad Sales

Tiran Dagan, Director – Strategic Initiatives & Analysis

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About The Presenters

Tiran DaganDirector/Engagement LeaderStrategic Initiatives & Analysis

Responsible for executing the deployment of process improvement efforts and digital strategies across Media Works, News & Studio Operations business units.

Six Sigma Master Black Belt & Certified Agile PM Scrum Master

Prior roles in strategy, operations & technology in financial services & healthcare

MBA from Tel-Aviv University, B.Sc. In Artificial Intelligence & Mathematics from SUNY

John SabinoSenior Vice PresidentCommercial Excellence & Operations

Responsible for simplifying sales and operational processes across all distribution platforms and for the creation & deployment of enterprise sales initiatives across NBCU Ad Sales.

Prior roles at GE Energy supporting corporate initiatives, marketing, and sales.

MBA from the Marshall School of Business at USC, B.Sc. from West Point Military Academy.

Junior Officer Leadership Program after serving five years in the U.S. Army as an Armor Officer.

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Joint Venture - GE (80%)/Vivendi (20%)

Ad Revenue $6b (2007)

Over 15 cable & TV properties

Strong digital presence (iVillage, NBC.com, MSNBC.com, CNBC.com, Hulu)

Siloed activities & communication channels

About NBC Universal (NBCU)

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Strategic Initiatives & Analysis

Origins in the GE quality organizationFocus on driving changeCross discipline team, two coastsConsultative approachNo charge to P&LLean & Six Sigma as means, not an end

“We've been aggressively trying to migrate away from talking about tools and instead to talking about outcomes... Six Sigma is a tool. It is a wonderful tool, but it is a tool…the two outcomes we really want are product reliability and customer responsiveness. “

Gary Reiner, GE CIO, CNN Money, 7/21/2008

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SIA Framework: Lean AWO

Kick-OffDefine

Scope

Collect

DataDetermine Participants Lean Training

Kick-off with leadership and other key participants

Collect Voice of the Customer data and understand customer value

Define objectives (including growth transfer function)

Define scope (which business, which process)

Define leadership structure and process owners

Begin logistics arrangement and agree on participants

Collect existing process maps

Define baseline business data

Begin data collection for existing process

Complete process data collection

Finalize participant list and remaining logistics

Conduct training on lean concepts

Complete VSMs

Complete problem & objective statements for AWO events

Develop 9 month Action Work Out calendar

Finalize Action Work Out teams

Complete initial Action Work Outs (3-6 teams)

Continue to complete Action Work Outs to reach future state goals

Lean Engagem entConsulting Engagem ent

Planning:

Scoping &Prioritization

Discovery &Strategy

Staffing

Approval

Stakeholder Managem ent

Team Managem ent

Kick-Off ExecutionFinal

Report-out Closure:

QuantifyValue

ProjectReview

Measure & Validate

Report

Project Managem ent

Program Integration

TollgatesSchedules and Tim elines

Com m unications PlanRisk Managem ent

Scope Control

Conflict / Issue Resolution

Change Managem entVendor Partnership

Im plem entation Plan

SIA Project Delivery Fram ework 1.0

Follow on AWOs

Lean Work

Out Week

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The Ad Sales Evolution Initiative

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Business Case

Properties, redundant functions and tie this in with ability to deliver/manage an audience not just adsReduce customer facing defectsInflexible processFragmented audienceHigh internal costs to manage

From ad to audience

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Overcoming a Fragmented World

Property 1

Sale

s

Property 2 Property 3 Property 15

Pric

ing

Plan

ning

Bill

ing

Rat

ecar

dsIn

vent

ory

Sale

sPr

icin

g

Plan

ning

Bill

ing

Rat

ecar

dsIn

vent

ory

Sale

sPr

icin

g

Plan

ning

Bill

ing

Rat

ecar

dsIn

vent

ory

Sale

sPr

icin

g

Plan

ning

Bill

ing

Rat

ecar

dsIn

vent

ory

High cost / confusing service model

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Ad Sales Value Chain

Programming & Research

Ratecard Dev.

Inquiry to Order

Contract Maintenance

Traffic Billing

Project Scope

What the customer feels

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Opportunities Across Entire Value Chain

• Reduce credits due to inaccurate delivery

• Improve customer satisfaction survey results

• Improve collection rateand reduce DSO

• Reduce revisions to contracts

• Reduce cycle time to close a plan

• Reduce defects during early plan negotiations

• Increase revenue opportunities

Inquiry To Order (ITO) Order To Remittance (OTR)

Cu

stom

er

Customer behavior:

• Lead time

• Completeness & Accuracy <provide examples>

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RatecardDevelopm ent

Program m ing Research Inquiry to Order Contract M aintenance Com m ercialOperations

Billing

Other Ad Mediums

Media Vest

Other Buying agencies

BBDO

Star Com

Automotive Manufacturer

Automotive Manufacturer

CPGCPG

Automotive Manufacturer

Automotive Manufacturer

Future: E

xtern

al Clie

nt &

Category

Focus

“Going D

eeper”

Digitas

Cross Property

Group M

Toda

y: E

xter

nal A

lignm

ent b

y A

genc

y

Today: Internal Alignment by Properties

Tele

mun

od/M

un2

NB

C.c

om

Cab

le/N

etw

ork

New

s

TV

Net

wor

k

Bra

vo, S

leut

h &

Chi

ller

USA

/ Sc

i-Fi

Enterprise

Enterprise

Enterprise

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“Lean First”

Establish Metrics & visibility

Create a repeatable, standardized Process

Drive Organizational change (sales force, P&P teams, etc)

Implement supporting Systems & Technologies

Create ability to sell across properties and platforms

The vision of Enterprise sell

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Phase I: As-Is VSMs

Initiate

Needs Assessm ent General Discovery Sponsorship Scoping Approval

Project SOW & Deliverables

UpdateUpdate

Plan Detail Planning Staffing SOW Creation Approval

Pre - Kickoff

Monitor action plan for60 daysCom plete hand off ITfor requirem entsdevelopm entReport out to Mgm t

SIA Close

UpdateUpdate

UpdateUpdateUpdateUpdate

UpdateUpdate

UpdateUpdate

UpdateUpdate

NBC Network

Telem undo, M un2

Cable News (CNBC, M SNBC)

Digital (nbc.com)

Share Current StateParticipation: all 6 groups:

Design Ideal State Participation: all 6 groups:

Drilldown Future StateParticipation: all 6 groups:

UpdateUpdate

Interviews Identify key m etrics W alk the process Data Collection Participant list Logistics confirm ed

USA, Sci-Fi, Oxygen (TBC)

3 Day Event

Bravo, Uni HD, Sleuth, Chiller

UpdateUpdate

Detailed As is current state m ap-

Parking lot, big ideas, opportunities

Quick win fixes

High Level Process Map

Inputs & Outputs

Execute

6 Current State M apping Events Future State Developm ent

66

55

4422

3311

Action Plans

process m aps withDetailed future state

3 Day Event

3 Day Event

3 Day Event

3 Day Event

3 Day Event

1 Day Event

1 Day Event

Process Groupings

Detail Process Maps

Prioritized Sys Reqs

Big Ideas

Action Plans

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Kick-Off: A Shared Vision

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Process Mapping

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Metrics, VA & Pain Points

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Digitization

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Report To Management

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Jan Feb

Jan 1

M ar Apr

Apr 15

USA, Sci-Fi, Oxygen (TBC)

AE Training for Deal Header requirem ents

Sales Asst. Training

Com m unication of Client Upgrades

Stewardship cycle tim e

Stream lined process for oversell

Convert tim e standard in Gabriel

Convert “Hold”deals to “Order”

~p

M

~S

M

Ms

M

~

Status: Team still working on this project

Status: Effort to im plem ent outweighed benefits

Status: Effort to im plem ent outweighed benefits

Status: System Lim itation

Action Plans + Monitoring

Workout Website –Daily Updates

Nightly Turnaround of VSM

s

Dictionary of term

s

Deliverables

Round-Robin Prioritization of Solutions

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Developed A Process Model2.

Inqu

iry to

Ord

er3.

Con

tract

Mai

nten

ance

1. R

atec

ard

Dev

elop

men

t

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Process Gap AnalysisTV

NBr

avo

USA

/Sci

-Fi

Mas

ter R

atec

ard

Mod

el

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Ratecard Dev

Inventory

Pricing

Sales

Planning

Billing

“Future State”

Clearly understood client contact, 360o-Sell

Property 1 Property 2 Property 3 Property 15

Sale

sPr

icin

g

Plan

ning

Bill

ing

Rat

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vent

ory

Sale

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Plan

ning

Bill

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ory

Sale

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Plan

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ory

Sale

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Plan

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Commercial Excellence

Commercial Excellence

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Realized Benefits

Organizational BenefitsMobilized organization around top clientsClearly defining terminologiesNormalizing & standardizing processes

Utilized CRM application to quickly & efficiently share criticalclient informationStreamlined process steps to productively share transactionsPre-defined target base for NBCU initiatives (Women@, Health & Wellness)Linked incentive plan to business goals (360 sell)Sophisticated customer analytics for enterprise sales decisioning

Quick, accurate customer value delivery

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New Enterprise Sale Process

Use market data, research and analytics to develop a target list of clients or initiatives.

Gain an understanding of the Client’s long term priorities

Create a custom solution utilizing NBCU’s array of assets.

Set up measurement tool and execute Client solution across all properties.

Monitor delivery and evolve solution as necessary.

Tested on a single enterprise account• Resulted in one Account Plan developed by cross-property AEs• Two Big Ideas were developed and presented to address Client’s largest ’09 product launches

Next Step: Two enterprise accounts in 2009

Process Being Tested and Refined

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Sales Systems

Mainframe Dealmaker Ideal

Operative

NBC Customer Data Warehouse

Gabriel WideOrbit

Enterprise VCI OSI

Pos

tP

rior

• Single View of Customer (270 to 1 GM)• NBC Sales, D&B, CMR, Research Data • Big Marketing Idea Workflow

• 6.5 Month GEN-1 Rollout• Joint Account Ownership• Wing to Wing visibility

• Independent NBCU Commercial Data Warehouse

• Transparency throughout the organization

Business Needs

Aggressive Timeline

All About the Data

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Enterprise Selling

• Analytics to determine key accounts

• Defined tools, milestones and deliverables for each Enterprise step

• Accountability with sales leader

•Results in a coordinated “Go To Market” strategy

Created one complete Enterprise process

•Develop a long-term account plan

•Structure Ad Solutions to address Client’s long-term needs

•Create sticky “Big Idea”Creative Marketing solutions

• Allows for clear NBCU resource allocation

• One view of the Client

• A place to capture all contacts and learnings about the Client

• Clear understanding of the impact of the Enterprise process

Operationalized Through Sales

Systems

Empowering senior sales leaders to grow

strategic accounts

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1

SIC Reporting – Live Dashboard

UsageMeetingsPipeline

Pipelineby AE

1

2

3

4

2 3

4

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1 /G E Title or job num ber /

6/23/2008

The Corporate Accounts team facilitates m utual grow th w ith G E’s top suppliers.

• D evelop Relationships w / Com m ercial & O perating Leadership

• G ain U nderstanding of M utual Initiatives & G row th O pportunities

• Facilitate Introductions Betw een Both Com panies re: Key Interest

• M utual Revenue O pportunity

• M ultiple Business O pportunities

• Bi-Lateral Access to Senior M anagem ent

• Executive Sponsorship

Process

Success Factors

G E Corporate Accounts

Targets

Tata GroupM arshSAPNielsen M ediaSASNASDAQ

ADPUS Golf AssocUS Tennis AssocDow Jones & CoW W EHPDell

Analyze (Sourcing Spend): Determine Relationships:

Track ROI – Salesforce.com

Account Targeting

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APPENDIX

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Synopsis

In the first quarter of 2007, NBC Universal’s Strategic Initiatives & Analysis (SIA) in conjunction with Ad Sales Commercial Excellence Team launched a major transformation initiative to streamline sales processes across eight cable, TV and digital properties. Recognizing new market needs, NBCU’s new strategy and resulting capabilities created a strong platform for growth and a shared vision across a traditionally silo organization. In this sales operations case study we will explore the cultural challenges facing SIA and the use of simple yet powerful process improvement tools and methods to drive ground-breaking change. Furthermore, we will share some of the strategic changes that NBCU is making to transform its advertising sales models to create new value for its customers and the required cultural, organizational, and process changes that are underway to unlock future commercial opportunities.