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Sales Development Plans Why Bother? GSSI Conference June 2014 Jeremy Noad
The Linde Group worldwide Global presence in more than 100 countries World # 1 Industrial Gases & Engineering business 2013 Group Revenue EUR 16.7bn Operating profit EUR 3.97bn 64,000 Employees © Jeremy Noad 2014
3 The Linde Group worldwide In every part of Life © Jeremy Noad 2014
4 The Linde Group worldwide In every part of Life © Jeremy Noad 2014
What is a Sales Development Plan? A sales development plan is a set of business activities. It focuses on making a positive impact on performance. It creates sustainable performance transformation in the organisation It adjusts to the market conditions via a modular approach. © Jeremy Noad 2014
Problem 1 – Where to focus? The High Performance Organisation Challenge Productivity Improvements Synergies Growth Needed to : Impact on performance positively Transform performance sustainably Implementable within existing constraints © Jeremy Noad 2014
Sales Team Effectiveness Sales Manger Effectiveness The Outcome Develop Disturb Drive Damage LowHigh Low High © Jeremy Noad 2014
8 The Sales Manager has influence on People are the biggest contributors to high performance; it’s what they do that counts After the people, having the right processes is the next biggest factor in delivering high performance; Identifying and executing best practice The platform can help improve or increase the speed of the processes; access to knowledge, sales activities, customer & employee satisfaction, operational costs © Jeremy Noad 2014
The Sales Manager has influence on External Factors Environment competition Company Strategy Adapted Zoltners, Sinha Lorimar 2008 Marketing & Sales Strategies EffectivenessFactors Sales force actions Customer Actions Company Results © Jeremy Noad 2014
The background: 10 Drivers of Sales Effectiveness The role of a Sales Manager Sales Development Plan © Jeremy Noad 2014
The background: 11 Drivers of Sales Effectiveness SDP Optional Activities The role of a Sales Manager Minimise or remove activities No longer needed Locally developed materials © Jeremy Noad 2014
Looking for the Silver Bullets Reviewed Literature – Peer reviewed Journals + ve large content on individual sales person - ve minimal blended approaches - ve minimal on actual application and outcome Reviewed Trade bodies + ve case studies on application + ve toolkits for their preferred options © Jeremy Noad 2014
Primary Research 13 Step 1 : Survey of sales Professionals (External to Company) - Global participation across many market sectors ( albeit small response rates (less than 200)) Outputs around priorities of the sales manager in building high performing sales team Step 2 : Qualitative Interviews with senior Linde sales Directors / VPs across 10 countries © Jeremy Noad 2014
The Focus Areas: Role Clarity Capability Development Sales Organisation Design Goal setting & Appraisals Coaching Pipeline Management Hire Right Understand Current situation Tool to analyse each country A way to track progress A way to Track performance © Jeremy Noad 2014
An assessment process established in Business Process Maturity was identified as the best possible global Solution. (Francis 2007, Robinson 2006, Škrinjar 2008). Business Processes relating to effectiveness drivers were mapped on a Excel tool. The Excel tool was used to create a bench mark and a target for each countries sales organisation. Implement Action Plans Initial Country Review (Benchmark) Win Maturity Roadmap Outputs Win Measure Annual Country Review © Jeremy Noad 2014
Programmes to Support the Country Action Plans Org Design & Role Clarity: Global Role Profile Frameworks Global Recruitment & Onboarding Framework © Jeremy Noad 2014
Coaching Coaching Syllabus created and deployed across Group 600+ Sales Managers trained in Sales coaching and Certified. 320 Level 2 Sales Coaches certified. © Jeremy Noad 2014
4 Distinct Sales Manager Effectiveness Profiles identified. Measured against 2 Global Standard KPI’s. 4 Models available countries dependant of their market position. © Jeremy Noad 2014
In Summary Effective Sales Development Plans are multi - element. Require time to implement Need to be supported by robust measures. For Sales it is better to focus on those topics within direct control to implement and manage. Different effectiveness drivers apply to different markets. © Jeremy Noad 2014
Final Thoughts Only 68 out 1012 Journal Articles concerning sales topics published between were on sales management. ( Williams & Plouffe 2007) Google Scholar only shows 2 Sales Manager Effectiveness articles in past 6 years Few articles detail any application of idea or concept © Jeremy Noad 2014
Questions © Jeremy Noad 2014
Jeremy Noad Global Performance Transformation Lead - Customer Management & CRM …on the way to LeadIng. Learning to be excellent… © Jeremy Noad 2014
References Sales Force Effectiveness: A Framework for Researchers and Practitioners Andris AA Zoltners, Prabhakant Sinha, Sally E. SE Lorimer (2008) Journal of Personal Selling and Sales Management 28 (2) p Assessing the evolution of sales knowledge: a 20-year content analysis. Williams, B. C., & Plouffe, C. R. (2007). Industrial Marketing Management,36(4), What have we learned? Themes from the literature on best-practice benchmarking Graham Francis, Jacky Holloway (2007) International Journal of Management Reviews 9 (3) p The impact of business process orientation on financial and non- financial performance Rok Škrinjar, Vesna Bosilj-Vukšic, Mojca Indihar-Štemberger (2008) Business Process Management Journal 14 (5) p STEPS: a knowledge management maturity roadmap for corporate sustainability H.S. Robinson, C.J. Anumba, P.M. Carrillo, A.M. Al-Ghassani (2006) Business Process Management Journal 12 (6) p © Jeremy Noad 2014
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