4 Ways the Best Sales Teams Beat the Market

Transcription

1 4 Ways the Best Sales Teams Beat the Market Featuring McKinsey sales channel experts Michael Viertler and Lareina Yee SEPTEMBER 30, #HBRwebinar Sponsored by

2 Questions? To ask a question click on the question icon in the lower-right corner of your screen. OCTOBER 17, 2012

3 Presentation Download Link Click on the double links icon here to download the presentation materials. OCTOBER 17, 2012

4 Follow the Conversation on Twitter Use SEPTEMBER 30, 2014

5 4 Ways the Best Sales Teams Beat the Market Today s Speakers Featuring McKinsey sales channel experts Michael Viertler and Lareina Yee SEPTEMBER 30, 2014

6 How sales organizations achieve top performance Insights from McKinsey Sales Navigator HBR webinar September 30, 2014 CONFIDENTIAL AND PROPRIETARY Any use of this material without specific permission of McKinsey & Company is strictly prohibited

7 A view of the best 2x higher Sales ROI of top performers compared to bottom performers in the same industry 70% of top Sales ROI companies also have the lowest quartile sales cost 30% more sales support staff at top sales ROI companies 50% higher Sales ROI of companies with multi-channel setup 7

8 For every dollar in sales cost, how much gross margin dollars do you get in return? > < 2 Don t know 8

9 The way to the customer Distributors Own online-sales Vendor Field sales Customer Own retail stores Call center Key account management Sales alliances E-tailers Outsourced agents Systems integrators 3rd party retail stores which channels to use? 9

10 A multichannel go-to-market setup can be complex Transactional Sales models Value sales INDUSTRIAL HIGH-TECH EXAMPLE Strategic accounts Online routes to market Channels Lean direct Value sales Key account management Global segments Field sales KAM Frontline 3 rd party Own proactive Inside sales reactive Segment teams Backbone Funct. experts Segment manager, Field, Inside Sales, Tech. experts Sales support Technical marketing Product management, market communications, business intelligence Backoffice Order-to-cash: order processing, invoicing, payment collection Complex deals covered by dedicated team 10

11 but understanding the science of Sales ROI is how to find value Sales cost as an investment that must be balanced against gross margin received Target markets, e.g. Customer segment Product/ service specification Geography Routes to market/ channel, e.g. Field Force/KAM Inside sales Distributors Sales cost is 25% - 45% of gross margin Lean backbone, e.g. Pipeline management Pricing/ quotation support Data admin Sales ROI Gross margin Sales cost Must be actively tracked and managed 11

12 4 ways the best sales teams beat the market 1 Track & manage Go-to-Market efficiency z 2 Align sales structures with gross margin opportunities 3 Free up frontline sales people to sell 4 Master the integrated multichannel way of selling 12

13 1 1Best Best companies companies cultivate cultivate an investment an investment mentality mentality and and measure GTM xx efficiency measure GTM Bottom 25% Top 25% Median Sales ROI performance across industries Sales ROI Cross industry Telecom equipment IT Hardware/Computer Ratio top to bottom 25% 2.3x 1.4x 2.0x Key insights 2x Key insights variance Variance in Sales in Sales ROI ROI across industries Across industries within each industry Within each industry IT services x Industrial equipment, 1.5 components, assembly x SOURCE: McKinsey Sales Navigator database 13

14 1 CASE EXAMPLE: Sales ROI Benchmarking Compare sales ROI across countries, business units, or channels Sales ROI External best practice (top 10%) External benchmarks (top quartile) Why does Sales ROI vary between countries and BUs? Application of analysis Focus effort on countries and business units Understand peer comparison 2.3 Set targets carefully respecting growth expectations and market situation Ctry A Ctry B Ctry C Ctry A Ctry B Ctry C Business Unit 1 Business Unit 2 BU 3 BU 4 SOURCE: McKinsey disguised client example 14

15 2 Best companies align sales structures and costs with gross margin opportunities Sales ROI 10 Top quartile 5 70% 30% Key insights Key insights 70% of top Sales ROI companies also have the lowest quartile Of top Sales ROI companies sales cost also have the lowest quartile sales cost Lowest quartile SOURCE: McKinsey Sales Navigator database Sales cost/revenue Percent 15

16 2 CASE EXAMPLE: Develop optimal go-to-market across the business Go-to-market comparison Sales ROI (Gross margin/ sales cost) Gross margin Percent External best practice benchmark (top 10%) Business Unit 1 Ctr A Ctr B Ctr C Business Unit 2 Ctr A Ctr B Ctr C BU BU Why are sales costs of BU 2 2x higher compared to BU 1? Application of analysis Optimize channel portfolio Understand reasons for underperformance Sales cost Percent Set up a lean organization to serve high margin opportunities Margin/ pricing issue Underperformance driven by cost inefficiencies SOURCE: McKinsey disguised client example 16

17 3 Best companies allocate most expensive sales resource to high-value add activities Distribution of Sales FTE Percent Top Quartile Frontline Support Mgmt % more support Key insights Key insights 30% more sales support staff at top More sales ROI support companies staff at top sales ROI companies Other Quartiles SOURCE: McKinsey Sales Navigator database 17

18 3 CASE EXAMPLE: Sales specialist support is organized along 3 different engagement models Engagement model Description Specialists Account manager 1 Overlay specialists Customer Involved through field sales teams Qualification and proposal stages Mature products 2 Stand-alone specialists Customer Engage directly with the customer, coordinated with the field sales team In charge of the whole sales cycle Separate buying centers or offering is not adjacent in selling motion Direct sales 3 Partner specialists Customer Partner Expertise to partners directly or through partners Partner enablement, channel/partner sales, or for larger partnerships Partner/ channel sales SOURCE: McKinsey disguised client example 18

19 3 CASE EXAMPLE: Specialists are best involved at the highest value stages of the sales cycle Sales funnel Prospect Qualification Proposal Agreement Closing % time spent Active involvement/ primary role (>20%) Some involvement/ secondary role (<20%) 1 Overlay specialists 0%-10% 40%-50% 40%-50% 2 Stand-alone specialists 10%-20% 30%-40% 30%-40% 5%-10% 5%-10% 3 Partner specialists 30%-40% 50%-60% SOURCE: McKinsey disguised client example 19

20 4 Best companies pursue an integrated multichannel strategy Channel setup of Top 25% sales ROI companies Monochannel (46% of sample) Gross margin/ revenue Percent 33.6 Sales cost/ revenue Percent 4.7 Sales ROI ROI 7.2 Key insights 50% higher Sales ROI of Higher companies Sales ROI of with companies with multichannel setup Multichannel (54% of sample) % -53% +50% SOURCE: McKinsey Sales Navigator database 20

21 4 CASE EXAMPLE: Multichannel go-to-market model based on customer segments and selling motions Key accounts Enterprise Selling motions b Direct only Hybrid Indirect only SMB Online a Segmentation c Lead and coverage model SOURCE: McKinsey disguised client example 21

22 4 CASE EXAMPLE: b Sales Motions: define by customer segment and purchase occasion Sales Motion Direct only Hybrid Indirect only Online Key accounts Customized and Volume Enterprise 1 Customized Volume C&P Enterprise 2 Customized Volume Transactional SMB named SMB not named All purchase occasions SOURCE: McKinsey disguised client example 22

23 Key questions 1 2 How do you actively track & manage Go-to-Market efficiency? What do you do to align sales structures with gross margin opportunities? 3 Which tasks should be best done by sales support resources to free up frontline sales resources to sell? 4 How do you master the integration of different routesto-market in a multichannel set up? 23

24 Stay Connected Image Michael Viertler Director Munich Image Lareina Yee Partner San Francisco McKinsey s Sales Navigator McKinsey on Marketing & Sales 24

25 Questions? To ask a question click on the question icon in the lower-right corner of your screen. OCTOBER 17, 2012

26 Thank you for joining us! This webinar was made possible by the support of Citrix GoToMeeting. SEPTEMBER 30, 2014 Sponsored by

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