3. What is a Sales Strategy?
• An operating plan for a company’s sales
force.
What does a Sales Strategy do?
• Allocates sales resources efficiently to
selling costs down and revenues up.
What does it mean to use a Sales
Strategy?
• CEO can get the most out of his/her
sales force.
4.
5. Merger of sales forces after Acquisition
Declining Sales Revenues
Declining market share
Increasing cost of sales
Changing market- product mix
New Product launch that falls short of sell-through
expectation
New market entries posing competitive threat
6. Channels
Determine optimal route to market
Develop
Go-to-
Market
Plan
2
Sales Force Structure
Organizational model effectiveness vs.
efficiency
Sales Force Size
Match selling capacity to market demand
Design
Sales
Force
3
Sales Infrastructure
Create performance conditions for optimal results
Build
Infrastruct
ure
4
Account
Segmentation
Segment accounts by Ideal
Customer Profile
Lead Management
Generate MQL/SAL/SQL
Sales Process
Map customer/prospect buying process to custom built sales
process
Develop
Sales
Strategy
STEP
1
7. State what you exactly want to achieve.
Can you break larger tasks into smaller
items?
Establish clear definitions to help you to
measure if you are reaching your goals.
Describe your goals using actions verbs,
and outline the exact steps you will take
to accomplish your goal.
Give yourself the opportunity to succeed
by setting goals you will actually be able to
accomplish. Be sure to consider obstacles
you need to overcome
Now much time do you have to complete
the task? Decide when you will exactly
start and finish the goals.
18. Things like Corporate Strategy, Business Life Cycle,
Market Dynamics.
1. Assess Performance Environment
• Review existing documentation
• Research industry markets
• Interview executives and management
• Survey Sales Force
• Survey Customers
• Mystery Shop competition
20. Evaluate Organization Design
Questions to
Consider- How
do you apply?
Is Compensation
inciting correct
behavior?
Is there an active
Performance
Mgmt. plan in
place?Does the CRM
platform maximize
efficiencies?
21. 3. Conduct Competitive Analysis
Including Stakeholder analysis and identification of
competitive openings
22. Competitive Analysis
Competitive Intelligence
links sales strategy to competitive response
Magazines
Newswires
SEC Filings
Web Sites
Census
Market
Research
Newspaper
s
Internal &
External
Experts
Business Intelligence
Software
News Portals
Online Directories
Vertical Portals
News Portals
Research Shops
Monitoring
Tailoring
Archiving
Competitor Profiling
SWOT Analysis
Trend Analysis
Simulation
Forecasting
Communications
Brand
Marketing Position
Human Resources
Suppliers
Mergers/Acquisitions
Financial
Product Dev.
Business Dev.
Public Relations
Marketing
Information
Information
Aggregation
Strategy Business
Action
Competitive
Intelligence
Content
Generatio
n
23. 4. Develop Buyer Personas.
Don’t just try to understand who your customer is…. Understand how they
buy. Otherwise you cant tailor your sales methodology to their buyer
methodology.
24. 4. Develop a road map.
With ROI models, Change Management Plan, Sequencing of
improvement initiatives
Requires a Sales Force Effectiveness team to carry out
26. Best Practices in Sales Strategy
• Ensure active and visible CEO/Business Unit Leader
participation
• Agree on financial & operational term definitions
• Plan and execute robust communications
• Garner continuous cross-company engagement
• Deploy/contract talented resources to carry out build &
improvement efforts
• Don’t forget to link to Corporate Strategy
• Continually refresh strategy as needed