CentraSoftware_Group09.pptx

(1)

Structuring Sales

Centra Software Case Study

(2)

Questions for Class

Discussion:

1.

1.We know what Centra is selling, but what exactly have itsWe know what Centra is selling, but what exactly have its

customers been buying? What benets have they been deriving customers been buying? What benets have they been deriving from its three roducts? !ow should Centra segment market? from its three roducts? !ow should Centra segment market?

".

".#oes Centra need strategy to tell it which customers to select,#oes Centra need strategy to tell it which customers to select,

or should it sh where the sh are biting? or should it sh where the sh are biting?

$.

$.Should all three channels sell all three roducts to allShould all three channels sell all three roducts to all

customers, or should Centra target some roducts and customers, or should Centra target some roducts and channels to some segments?

channels to some segments?

%.

%.!ow would you resolve the disute between &eed and 'esser!ow would you resolve the disute between &eed and 'esser

on how to deloy the telehone(based sales team? Would you on how to deloy the telehone(based sales team? Would you exand telesales?

(3)

C)*+-

/ounded in 100 by 'eon -avickas.

Centra was a ioneer in

Centra was a ioneer in e'earning ande'earning and

e*eetings.

&evenue have doubled each year since

the founding of the comany % years

earlier

C)*+2343)&

Centra was undisuted leader in

e'earning sace but a new cometitor

was emerging in e

was emerging in e*eetings market.*eetings market.

lso a large number of startus and

some large comanies had begun to

market training secic

market training secic softwarsoftwaree

nalysts distinguished among rms

selling Content, #elivery latforms and

learning management systems

C)''5)&3)&

lliance +artners, the 6ecosystem7 of

Centra consisted comanies which

heled Centra to achieve wider

heled Centra to achieve wider marketmarket

coverage. 3here were three kinds of

artners8

4nfrastructure +artners

System 4ntegrator +artners

'*S vendor artners

C9S3)*2&

Centra

Centra has concentrhas concentrated on ated on servingserving

the larger end of the sectrum.

3

3yical target custyical target customers wereomers were

divisional line managers and !&

managers

C)-32:3

Sales revenue is forcasted at ;<*n by

"<<1

/

/riction b=w telesales and riction b=w telesales and eld saleseld sales

res.

Confusion abt exansion lans>

Should we ust concentrate on @lobal

"<<< customers

5C ANALYSIS

(4)

•

• Centra was pioneer in eLearning and Centra was pioneer in eLearning and eMeetingseMeetings products that let rms train

products that let rms train employees and conductemployees and conduct meetings over the internet.

meetings over the internet.

•

• PlayePlayed in d in the the Delivery Delivery platform platform sectorsector

  . . e e M M e e e e t t i i n n g g / / i i r r m m s s r r u u n n v v i i r r t

t u u a a

l l m m e e e e t t i i n n g g s s f f o o r r i i n n t t e e r r n n a a l l a a n n d d e e x x t t e e r r n n a a l

l a a u u

d

i

i e e n n

c c e e u u   t t o o 1 1 < < < <   a a r r t t i i c c i

i   a a

n n t t s s ( ( S S i i m m u u l l t t a a n n e e o o u u s s s s l l i i d d e e i i m m   o o r r t t ( ( * * u u l l t t i i   l l e e c c h h o o i

i c c e e

s s u u r r v v e e y y s s ! ! . . C C o o n n f f e e r r e e n n c c e e / / o o r r i i n n t t e e r r a a c c t t i

i v v e e

s s e e m m i

i n n a a

r r s s a a n n d d c c o o r r   o o r r a a t t e e b b r r i

i e e

  n n g g s s t t o o a a d d i i s s   e e r r s s e e d d a a u u d d i

i e e n n

c c e e o o f f u u   t t o o 1 1 < < < < < <   a a r r t t i i c c i

i   a a

n n t t s s . . S S u u b b s s e e t t o o f f S S y y m m   o o s s i

i u u m m

, , g g e e a a r r e e d d f f o o r r a a l l a a r r g g e e r r a a u u d d i

i e e n n

c c e e . . " " . . S S y y m m p p o o s s i

i u u m m

A

i

i r r

t

t u u a a

l l c c l l a a s s s s r r o o o o m m e e x x   e e r r i

i e e n n

c c e e f f o o r r h h a a n n d d s s ( ( o o n n t t r r a a i i n n i i n n g g a a n n d d i i n n t t e e r r a a c c t t i

i v v e e

t

t e e a a

m m c c o o l l l l a a b b o o r r a a t t i

i o o n n

w w i i t t h h u u   t t o o " "   < <   a a r r t t i i c c i

i   a a

n n t t s s . . ( ( 2 2 m m   l

l o o y y

e e e e t t r r a a i i n n i i n n g g , , n n e e w w h h i

i r r e e

o o r r c c u u s s t t o o m m e e r r t t r r a a i i n n i i n n g g . .

CENTRA PRODUCTS

(5)

#$% C&S'(M)*S +&% '$)

P*(D&C',

C C o o s s t t   d d v v a a n n t t a a g g e e   S S y y n n c c h h r r o o n n o o u u s s l l e e a a r r n n i i n n g g ( ( C C o o r r   o o r r a a t t e e l l e e a a r r n n i i n n g g a a n n d d t t e e a a c c h h i i n n g g a a c c c c o o u u n n t t e e d d f f o o r r B B < <   o o f f c c o o r r   o o r r a a t t e e t t r r a a i i n n i i n n g g e e x x   e e n n d d i i t t u u r r e e s s . .   5 5 e e s s i i d d e e s s e e x x   e e n n s s e e o o n n   r r e e m m i i s s e e s s , , t t r r a a i i n n i i n n g g m m a a t t e e r r i i a a l l s s , , i i n n s s t t r r u u c c t t o o r r s s a a n n d d t t h h e e s s t t a a D D , , t t h h e e r r e e w w e e r r e e t t r r a a v v e e l l , , a a c c c c o o m m o o d d a a t t i i o o n n c c o o s s t t s s o o r r s s a a l l a a r r y y c c o o s s t t s s o o f f e e m m   l l o o y y e e e e s s ) ) t t h h e e r r a a d d v v a a n n t t a a g g e e s s   A A i i r r t t u u a a l l   u u d d i i t t o o r r i i u u m m E E o o D D e e r r i i n n g g s s o o m m e e a a d d v v a a n n t t a a g g e e s s o o f f f f a a c c e e t t o o f f a a c c e e l l e e a a r r n n i i n n g g w w i i t t h h o o u u t t t t h h e e n n e e e e d d t t o o r r e e l l o o c c a a t t e e   a a r r t t i i c c i i   a a n n t t s s . .   3 3 e e a a m m m m e e m m b b e e r r s s s s i i t t t t i i n n g g a a t t m m u u l l t t i i   l l e e l l o o c c a a t t i i o o n n s s c c o o u u l l d d s s h h a a r r e e i i d d e e a a s s a a n n d d t t a a l l k k t t o o e e a a c c h h o o t t h h e e r r w w i i t t h h n n e e t t w w o o r r k k e e d d c c o o m m   u u t t e e r r s s . . / / e e a a t t u u r r e e s s o o D D e e r r e e d d b b y y C C e e n n t t r r a a   9 9 s s e e r r c c a a n n s s e e e e l l e e a a d d e e r r a a n n d d o o t t h h e e r r   a a r r t t i i c c i i   a a n n t t s s   / / u u l l l l d d u u   l l e e x x a a u u d d i i o o f f e e a a t t u u r r e e ( ( % %   a a r r t t i i c c i i   a a n n t t s s c c a a n n s s   e e a a k k a a t t a a t t i i m m e e   ' ' i i v v e e a a     l l i i c c a a t t i i o o n n s s h h a a r r i i n n g g a a n n d d W W h h i i t t e e b b o o a a r r d d / / e e a a t t u u r r e e   S S t t r r e e a a m m i i n n g g s s l l i i d d e e   r r e e s s e e n n t t a a t t i i o o n n   ) )   t t i i o o n n a a l l & & e e c c o o r r d d i i n n g g a a n n d d + + l l a a y y b b a a c c k k f f e e a a t t u u r r e e

(6)

Telemarketing Telemarketing Group (4) Group (4) Cathy, Cathy, Manager Manager Telesales, Telesales, Telemarketing Telemarketing Field Field Sales (40) Sales (40) Telesales Telesales (8) (8) llian!e "artners# llian!e "artners# $)

$) %n&r%n&rastrastru!tuu!turere "artners "artners ')

') SysSystem %ntetem %ntegragratortor "artners

"artners )

) MS MS *e*endondorsrs $)

$) TrTradeadeshosho+s,+s, ')

') irire!t maie!t mailinling,g, )

) -e. se-e. seminminarar,, 4)

4) d d !am!ampaipaignsgns

S

S a _a l l e_e s_s I_I nnq q u _{u i i r r y}_y

Qualify Sales Qualify Sales S S _a_a l l _e_e P P _o o t t e e _n_n t t i i _a_a l_l

: : $ $ ₉₉ 5 5 _,_,0₀ 0 0 ₀₀ S S a a l l e e P

P o o t t e e n n t t i i a a l l : : $

$ 1 1 0 0,, 0 0 0 0 0 0

C C h _h e_e !_! k

k & & o o r r e _e /_/ i_i d_d e e n _n !_! e_{e o}

o & & &

& i i e e l l d _d s_s a_a l_l e e s _s !_! o_o n_n t

t a a ! ! t t nterprise nterprise Sales Sales Close Close Sale Sale "repare "repare 1uote 1uote S S a a _l_l e e P _P o o t _t e_e n

n t _t i_i a a l _l : : $ $ 1 1 _, ,5 5 0 _0 0₀ , ,0 _0 0_0 0 0 Client Client de/elops de/elops 2F"s 2F"s 3nly 0 o& 3nly 0 o& 5uotes get a!ted 5uotes get a!ted

upon upon

CENTRA

(7)

FUTURE OF THE MARKET



_{2 learning E 2stimated growth of 11bn in}

_{2 learning E 2stimated growth of 11bn in }

_

years



@eoDrey *oore7s view on e

@eoDrey *oor

e7s view on enterrise(wide

nterrise(wide

software markets



stst

Stage



_{*any start us}



Aisionary customers

!

ndnd

_Stage



*ainstream market



'ess indulgent customers oin

visionaries

(8)

SALES

A

PPROACH



/

/uture Aision ( 4ntegrate into

uture Aision ( 4ntegrate into the dominant

the dominant

survivor as suggested by

survivor as suggested by *oore

*oore



₃

_{3argeting @}

_{argeting @lobal "<<< comanies}

_{lobal "<<< comanies is a better}

_{is a better}

strategy



_{#iDerentiate itself to cater to large enterrise}

segment



_Strategy



_{+enetrate and then disseminate>}



_+hased

_{+hased ro}

_{roach}

_ach

'ele Sales

Primary

penetration

tool

-ield

Sales

Company

penetration

Departmen

t

Disseminat

ion

(9)

STRUCTURED APPROACH



_{Who to target?}



_{'ine *anagers E 2ducating benets, &)4,}

cometitive edge



_{!igh #egree of}

_{!igh #egree of coordination reFuir}

_{coordination reFuired among}

_{ed among}

Sales 3eams



_{/ord issue}



_{+roer coordination according to scale of}

comany



_{+ivotal database}



/

/ield

ield Sales E

Sales E *oulded

*oulded as

as domain

domain exert

exert



₃

_{3ele Sales E}

_{ele Sales E}



₃

_{3arget to beco}

_{arget to become the dominant layer in a}

_{me the dominant layer in a}

secialised vertical roviding secialised

(10)

Prolem Statement/ Prolem Statement/

We know what Centra is selling, but what exactly have its We know what Centra is selling, but what exactly have its customers been buying? What benets have they been customers been buying? What benets have they been deriving from its three roducts? !ow should

deriving from its three roducts? !ow should CentraCentra segment market?

segment market?



_{ccording to 2xhibit1 4ndustry wise the}_{ccording to 2xhibit1 4ndustry wise the 001}_{001 customers are}_{customers are}

interested in

interested in Content ProviderContent Provider Calculation for %

Calculation for %ear 234 ear 234 55565556 'otal *evenue 7 8"9555 'otal *evenue 7 8"9555 Content Provider/ "!9555 20016 Content Provider/ "!9555 20016 Delivery Platform/ "9555 2;16 Delivery Platform/ "9555 2;16

Learning Management System/ !<9555 2016 Learning Management System/ !<9555 2016



_{ccording to 2xhibit% Centra customers are buying Symosium}_{ccording to 2xhibit% Centra customers are buying Symosium}

roduct among the all three available. roduct among the all three available.

P Prroodduuccttss ==nnssttaalllleed d aatt customers customers +ase +ase >ew >ew Customers Customers ?cc@uired ?cc@uired S Syymmoossiiuumm $$00GG """"<< C Coonnffeerreennccee %%GG %% ii

(11)



_5enets

3hey have divided

3hey have divided their r

their roducts and rice

oducts and rice in

in

three categories so that they can target and

enetrate in all segments of market.



(12)

Prolem Statement!/ Prolem Statement!/

#oes Centra need strategy to tell it

#oes Centra need strategy to tell it which customers towhich customers to select, or should it sh where the sh are biting?

select, or should it sh where the sh are biting?

•• _'elesales_{'elesales( +rimary enetration tool for all}_{( +rimary enetration tool for all segments.}_segments. •• _/or_{/or @lobal}_{@lobal "<<< C}_{"<<< Cororations}_{ororations focus on}_{focus on selling}_selling

HSymosiumI

HSymosiumI for for the the initial initial enetration.enetration.

•• _{!ave good coordination with the /ield Sales 3eam.}_{!ave good coordination with the /ield Sales 3eam.} •• _+ivotal_{+ivotal database}_{database to}_{to avoid}_{avoid conJict}_conJicts_{s as}_{as in}_{in /ord7s}_{/ord7s case.}_case. •• _{/or comanies under ;"<< million, focus on selling}_{/or comanies under ;"<< million, focus on selling}

2conference

2conference and and 2meeting 2meeting roductsroducts..

•• _-ieldSales_{-ieldSales /}_{/ Primary}_{Primary Penetration}_{Penetration and}_{and Department}_Department

Dissemination Dissemination

•• _{/ocus on selling HSymosiumI to all @lobal "<<<}_{/ocus on selling HSymosiumI to all @lobal "<<<}

cororations. cororations.

•• ₃_{3arget 'ine *a}_{arget 'ine *anagers E 2ducating b}_{nagers E 2ducating benets, &)4,}_{enets, &)4,}

cometitive edge

cometitive edge such that such that $< of s$< of sales coming ales coming fromfrom existing customers can be increased further.

existing customers can be increased further.

(13)

Prolem Statement"/

Prolem Statement"/ Should all three channels sell allShould all three channels sell all three roducts to all customers, or should Centra target three roducts to all customers, or should Centra target some roducts and channels to some segments?

some roducts and channels to some segments?

•• _'elesales_{'elesales( +rimary enetration tool for all}_{( +rimary enetration tool for all segments.}_segments. •• _/or_{/or @lobal}_{@lobal "<<< C}_{"<<< Cororations}_{ororations focus on}_{focus on selling}_selling

HSymosiumI

HSymosiumI for for the the initial initial enetration.enetration.

•• _{!ave good coordination with the /ield Sales 3eam.}_{!ave good coordination with the /ield Sales 3eam.} •• _+ivotal_{+ivotal database}_{database to}_{to avoid}_{avoid conJict}_conJicts_{s as}_{as in}_{in /ord7s}_{/ord7s case.}_case. •• _{/or comanies under ;"<< million, focus on selling}_{/or comanies under ;"<< million, focus on selling}

2conference

2conference and and 2meeting 2meeting roductsroducts..

•• _-ieldSales_{-ieldSales /}_{/ Primary}_{Primary Penetration}_{Penetration and}_{and Department}_Department

Dissemination Dissemination

•• _{/ocus on selling HSymosiumI to all @lobal "<<<}_{/ocus on selling HSymosiumI to all @lobal "<<<}

cororations. cororations.

•• ₃_{3arget 'ine *a}_{arget 'ine *anagers E 2ducating b}_{nagers E 2ducating benets, &)4,}_{enets, &)4,}

cometitive edge

cometitive edge such that such that $< of s$< of sales coming ales coming fromfrom existing customers can be increased further.

existing customers can be increased further.

(14)

Prolem Statement8/

Prolem Statement8/ !ow would you resolve the!ow would you resolve the disute between &eed and 'esser on how to

disute between &eed and 'esser on how to deloy thedeloy the telehone(based sales team?

telehone(based sales team? WWould you exand telesales?ould you exand telesales?

•• _{?ccording to )Ahiit;}_{?ccording to )Ahiit; we can increase the 3elesales}_{we can increase the 3elesales}

team and they can focus the lower

team and they can focus the lower segment of thesegment of the mark

market. i.e under et. i.e under ;"<<*illion comanies as we it would;"<<*illion comanies as we it would be a good cometitive strategy against Webex who is be a good cometitive strategy against Webex who is accFuiring the market at fast ace.

accFuiring the market at fast ace._)mployee_)mployee

s s >o of >o of Deals Deals Sales Sales 2345556 2345556 /

/iieelld d SSaallees s "" %%$$ ,,%%%%<< 3