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BUSINESS FORECASTING AND INNOVATION FORUM 2015
September 17-18, 2015 – Boston, MA
September 18, 9:45 AM
Keynote: Competitive Sales-Enablement – Not Your Father’s CI Program
Tools, tactics, and techniques that win internally and externally
Ed Allison, Managing Partner and Founder at Compelligence, Inc.
Working to change the way companies compete and win, Ed Allison is the Managing Director and co-founder of Compelligence, Inc. a competitive, market and sales intelligence platform.
Ed previously served as a competitive team leader at Cisco Systems, Symbol Technologies, Juniper Networks and Polycom. In his most recent engagement, Ed helped Polycom, the leader in video communications, grow from a $1B to a $1.4B annual sales.
Ed Allison brings a history of front line competitive experience. He's a practitioner, not a theorist, of competitive, market, and customer intelligence leadership at large, marketing-leading technology companies. Ed developed analysis and strategy techniques as a military officer in the U.S. Army (Signal Corp) and has adopted those techniques to strategic planning and sales effectiveness.
View presentation online at:
Competitive Sales-Enablement
Not your father's CI Program…
Ed Allison
Compelligence, Inc.
Ed Allison
• Education: Computer & Management Science • US Army: Captain • Career – Cisco Systems – Symbol Technologies – Juniper Networks – Polycom – Compelligence – Speaker
Rules of the road…
Compelligence, Inc.
Historic view of CI practice
The best intelligence in the world is of little use if it is not presented in a manner that makes it credible, compelling and relevant for senior
executives.
- Ken Sawka
The new approach…
Analysis
Techniques
Organizational
Competitiveness
vs.The Intelligent Organization
Intelligence cannot be utilized only by executives but must be used by all teams regardless if you are designing and building offers, selling them, or leading the organization that does.
- Edward Allison
Organizational Competitive Assessment
M
arket
Sh
are
Technology, M&A, Vision, AOP Corporate Strategy
Improved CAP / GAP Innovation
(Solutions/ Products / Services)
Marketing Preference, Brand, Offers
Sales Win / Loss Ratio
General
Increased Competitive Knowledge and Culture
Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Includes BoD
Deliverables News Responses & Diff Campaigns & GTM Predictive Tactical to Strategic
Sources Public Field / Customers Research Projects Predictive Analysis Customized
Systems Non / Free M.S. / Web / CRM CIMS Advanced Dist. Financial
Competitive Organization Worksheet
Culture Islands Sales / Exec Product / Marketing Strategic Ldshp Including the BoD
Deliverables News Alerts Responses & Tools Campaigns & GTM Predictive Analysis Tactical to Strategic
Sources Public Field / Customers Analyst Firms Research Projects Customized / Mixed
Systems Non / Free MS. / Web / CRM CIMS Advanced / Custom Integrated / Custom
Investment Part-time Minor Full-time Competitive Team Sr. Leadership Board Reports
_____________ Total: _____________ Culture: _____________ Deliverables: _____________ Sources: _____________ Systems: _____________ Investment: 15 20 25 1 2 3 4 5 5 10
Competitive Team Structure
• Executive Sponsor
• Centralized Leader (Director or above) • Technical Research
• Analyst / Marketing Research • Corporate Liaisons
• Champions Network - Field
• Competitive Program Steering Committee • External Advisor / Analyst / Coach
Level 2 Competitive Sales Enablement
•Typically would have a Sr. Sales leader as sponsor
•Quarterly Competitive Steering Committee Meeting would include a specific section for Competitive Win / Loss
•Deliverables would include Competitive Responses, Competitive Sales-Guides and Win / Loss Reports •Field participation would be strong
•Customer win / loss could be involved
•CRM Integration is likely and CI Team Members are users •CI Team is formally recognized with possibly one or more
Sales Enablement
• The activities, systems, processes and
information that support and promote
knowledge-based sales interactions with
client and prospects.
Competitive Sales Enablement
•The activities, systems, processes and information that support and promote
knowledge-based sales differentiation leading to increased customer trust, win rates and an
Compontents of Competitive Sales Enablement
•Customer Analysis •Win / Loss Research
•Competitive Landscape Analysis
•Technical Analysis •Industry Analysis
•Pricing / Value Analysis
•Competitive Battle Cards
•Executive Sponsorship
•Competitive Champions
•Competitive Deal Support •Competitive Training
Events
•Communications
Win Loss Analysis & Win Loss Reviews
•Win loss analysis is a forensic market research
exercise that focuses on de-constructing how companies market and sell their products and services from the
prospect's perspective. The process typically entails conducting extensive telephone interviews with new clients or lost prospects.
Win Loss Reviews
This unique and authorative text from the Microsoft Executive Leadership Series focuses on gaining actionable competitive insights through the scalable process of quickly and
effectively capturing win and loss information from those directly on the front lines who have the clearest view of the action - the sales force.
• Andrew Beurschgens on August 20, 2011
Win Loss Analysis Example
2,000 4,000 6,000 8,000 10,000 12,000Why We Win Government (Non USA)
Transportation To be Determined Telecommunication equipment/ services Telecom Technology Technology Systems Integrator State & Local Government (USA & No Service Provider Pharmaceuticals Petroleum Petroleum Other Manufacturing IT Consulting/Services Information Technology Hospitals Higher Educ (University/College)
How do you solve these problems?
• Help them win deals
• Lower the cost to participate • Timeliness
• Incentives • Culture
• Value both Win and Loss • Use the information
Win / Loss & Opportunity Lifecycle
Lead Opportunity Deal Customer Service
Win Loss Research
Win Loss Research
Typically stored in a
document or presentation and presented during business reviews to leadership
Should include transaction research in a more timely manner. When complete should be delivered to
• Sales (Sales-helping-sales) • Marketing
• Product Management • Leadership
Should be stored in an information system to support trend analysis Additionally should be included in dashboards for executives.
• Low frequency • Interview based • High Cost
• Impact Sales Process
• High volume • System based • Low cost
• Min. Sales Process Impact
Compelligence Win / Loss
Research meets Twitter
Going beyond observation:
Early Warning Analysis
Trend 1
Report / Dashboard Trend 2
Trend 3
Win Loss News Event Customer Environmental
Battle Card Definition
A type of sales tool that presents information to a sales person to enable fact-based specific
Transaction Data &
What are the keys to Battle Cards
• Messaging and Positioning • Relevant
• Timely
• Fact Based • Dynamic • Short
Example: Competitor Threat Dashboard
Competitive Analysis …
Analytics
FAROUT Methodology • Future Oriented • Accurate • Resource Efficient • Objective • Useful • TimelyAnalytics is required to face a new
changing Competitive Landscape
What is an Analytical Competitor
Extensive use of data, statistical and quantitative analysis, exploratory and predictive models and fact-based management to
