Slides from SBI's most recent webinar by Ryan Tognazzini on "Designing Organizational Models for Inside Sales."

1. View & listen to the recorded webinar here!
June 14, 2012

2. Logistics for today’s call….
 At the conclusion of the presentation, the moderator
will facilitate the “Question & Answer” session utilizing
the “Questions” feature.
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3. Logistics for today’s call….
 Additional questions can be sent directly to:
ryan.tognazzini@salesbenchmarkindex.com
Join us for our next Webinar….
 Sneak Preview of Sales Benchmark Index’s annual
research study, “Make the Number: How Sales
Leaders Plan to Allocate People, Time, and Money
in 2013”
 Thursday, July 12th
 Speaker: Greg Alexander, CEO Sales Benchmark Index
 1:00 p.m. Central
 30 minutes
 Register at the Link Here!
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4. Ryan Tognazzini
Brief Bio
• Associate Principal at Sales
Benchmark Index
• Prior to SBI, spent 10 years with Cintas
Corporation, a $4B business services
company:
• Ran a $20M business as a GM in San
Francisco
• Managed a $5M portfolio as a Key
Account Manager in the healthcare
vertical
• 13 years of experience in sales and
marketing, compensation planning and
building and enabling sales organizations

5. Buyer Behavior Has Changed
Customer Purchase Decision Timeline
57% Complete
Customer Customer’s Purchase
Begins Due First Decision
Diligence Contact
with Sales
Customer’s largely deciding on
their needs, leaving suppliers to
compete on price
Source – Sales Executive Council

6. What the Buyer Wants
What is the primary way you would like to conduct business
with us?
$550M
Software
(SaaS)
Company
$6B
Information
Mgmt.
Company
$3B
Transportation
Svcs. Company

7. Strategic Relevance of Inside Sales
8.95%
Average
71% of unemployment in
Primary focus
companies the US in 2011
on expanding
planned to
the inside sales
expand in 2011
force

8. Acquisition Cost vs. Sales Complexity
High Touch
Light Field Sales
Freemium No-Touch Inside Field Sales
Touch with SEs
Sales
Customer Acquisition Cost Estimates
$100- $ 1000- $2500- $20,000-
$0-50 $75,000+
1000 2500 10,000 75,000
• Cost of acquisition increases roughly 10X with the increase of sales
complexity
• Where are you on the spectrum?
• What is cost to acquire?
• How much should it cost?
• What roles does sales play (inside vs. outside)
Source – Matrix Partners

9. Inside Sales Structure Options
Stratification Activity Geography
Top 1%
Develop Hunter Farmer
Long Tail
Buying Roles Product Industry Vertical
Accounting
Securities & Banking & Advertising
& Govt
Radian 3 Electroline Venture Investing Credit & Comm
Consulting
CEO CFO CSO
Flux Strategic
Neptune C3PO Institutional Consumer Agencies Pharma
Capacitor
Boutique
CMO COO HR PRCC WatchBright Anti Cloning
Private Mkts Investment PR Firms Commercial
Big 5 Acct
Firms

10. Inside Sales Structure Options
Stratification Activity Geography
Top 1%
Develop Hunter Farmer
Long Tail
Hybrid
Buying Roles Product Industry Vertical
Accounting
Securities & Banking & Advertising
& Govt
Radian 3 Electroline Venture Investing Credit & Comm
Consulting
CEO CFO CSO
Flux Strategic
Neptune C3PO Institutional Consumer Agencies Pharma
Capacitor
Boutique
CMO COO HR PRCC WatchBright Anti Cloning
Private Mkts Investment PR Firms Commercial
Big 5 Acct
Firms

11. How Does It Work?
Phase 1 Phase 2 (Design) Phase 3
Ideal Structure &
People Support
Requirements
Work Flow: Lead
Conduct
Process qualification – Execution
Discovery
Sales Process
Means 1. Program Management
& Communication
1. Exec Interviews
Process 2. Field Integration
2. Documentation Technology
Automation 3. Sales Program Design -
Review
tactical level
3. Expert Panel
4. Business & Sales
4. Metric Data 1. People – Ideal Structure; 3. Technology - CRM, Process
5. Customer Surveys centralized / decentralized, Marketing Automation, 5. Reporting & Metrics
6. Sales Rep and Partner hunter, farmer, product Social Networking, account
6. Enablers, Technology &
rep Survey specialist , etc transition tracking, Tools
7. Sales Rep DILO 2. Process – Sales Process, reporting, etc.
7. Recruiting & Training
8. Mystery Shop lead management process, 8. Campaign Program (s)
9. Sales Mgmt. Survey onboarding, training,
9. Customer Transition
10. Prospect Survey account transitioning, etc
10. Audit Schedule & QBR

12. Key Takeaways – Designing Inside Sales
 The buyer climate is changing
 Use Outside-In Thinking
 Disciplined Approach
 Want help? Connect with me at:
ryan.tognazzini@salesbenchmarkindex.com
http://www.linkedin.com/in/ryantognazzini
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13. View & listen to the recorded webinar with Q&A here!
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14. Further interest….
Sign-up for a free Inside Sales planning consultation by:
E-mailing info@salesbenchmarkindex.com
Sales Benchmark Index will….
 Have copy of webinar slides available for download here
 Additional questions can be sent directly to:
Ryan.Tognazzini@salesbenchmarkindex.com
Join us for our next Webinar….
 Sneak Peak of Sales Benchmark Index’s annual research study, “Make the Number:
How Sales Leaders Plan to Allocate People, Time, and Money in 2013”
 Speaker: Greg Alexander, CEO Sales Benchmark Index
 Thursday, July 12th
 1:00 p.m. Central
 30 minutes
 Register at the Link Here!
Thank-You for attending… 14

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