MS Training v3

Planning, Implementation and Evaluation of SENAI Innovation
Institutes and their National Management
ISI Marketing & Sales Training for Researchers

São Paulo, 22.-24.10.2019
Prof. Dr. h. c. Dr.-Ing. Eckart Uhlmann

Prof. Dr.-Ing. Holger Kohl
Dr.-Ing. Markus Will
Fabian Hecklau, M.Sc.
Johanna Haunschild, M.Sc.
Florian Kidschun, M.Sc.
Luiz G. de Souza Schweitzer, M.Sc.
Prof. Rafael Lucchesi

Prof. Gustavo Leal
Marcelo Fabricio Prim, M.Sc.
Dr.-Ing. Alberto Xavier Pavim
Roberto Medeiros Junior, M.Sc.
José Eduardo Oliveira, D.Sc.
Juliana Velasques Oyama, Eng.
 Fraunhofer IPK, Berlin
Emilio Marins, D.Sc.
Fernanda Ministerio, Eng.
Gilliard Castilho de Almeida, B.Sc.
Marketing & Sales Training for Researchers
Agenda
INTRODUCTION & TOOLS; COMPETENCIES TO SELL
09:00 Welcome & Agenda
09:15 Marketing & Sales Process
as Core Process of the ISI
09:45 Marketing & Sales Tools
incl. presentation of Fraunhofer Best-Practices
10:30 Coffee Break
11:00 Marketing & Sales Tools
Exercise: Identification of relevant tools
12.00 Lunch Break
13:00 Competence Portfolio (Competence Tree)

Introduction
15:30 Coffee Break
16:00 ISI Competence Portfolio (Competence Tree)

Exercise: Identification of ISI Competence Portfolio in order to create customer satisfaction (step-by-step identification)
17:00 End of Day 1

Agenda
SALES FUNNEL: MONITOR & EVALUATE SALES ACTIVITIES
09:00 Key Learnings Day 1 (Wrap-Up)
Sales Funnel
09:30
Introduction
10:30 Coffee Break
ISI Sales Funnel

11:00
Exercise: Identification of relevant activities, tools, steps and ‘Best-practices’ within each phase
13.00 Lunch Break
ISI Sales Funnel

14:00
Exercise: How to use the Sales Funnel?
15:30 Coffee Break
Industry Visit Preparation
16.00
Exercise: Industry Visit Preparation Form
17:00 End of Day 2

Agenda
PRACTICAL GUIDANCE – VALUE PROPOSITION, CUSTOMER SATISFACTION & COST CALCULATION
09:00 Key Learnings Day 2 (Wrap-Up)
Value Proposition
09:30 Introduction
Exercise: Formulate your Value Proposition
10:30 Coffee Break
ISI Customer Satisfaction Survey

11:00
Introduction & Discussion
13:00 Lunch Break
Collaborative Project Pricing & Cost Calculation

14:00
Overview
Pricing and Costing Policy
15:00
Discussion
16:00 Coffee Break
16:30 Wrap-Up & Feedback Round
17:00 End of Day 3

Marketing & Sales Training for Researcher Results
Average Time for M&S Activities?
Average Time,
the Participants
of the M&S
Trainings spend
for M&S
Activities:
35%

Table of content
1 Marketing & Sales: Process & Tools
2 Competence Portfolio
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition
6 Customer Satisfaction Survey
7 Pricing & Cost Calculation

Table of content
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition

Overall Principles
Service Provider for R&D&I Services
Customer acquisition needs to go beyond pure technology

orientation!
The ISIs are service provider for R&D&I

services, e.g.
• Optimisation and development of
products & processes
• Optimisation and development of

technologies
• Assessment and implementation of new

technologies
©Fotolia - twobee

Overall Principles
Customer needs Customizing
Customer needs to be addressed individually!
The ISIs are offering highly specified

Business-to-Business services. This means:
• Lack of comparability
• Highly specialised experts
• Building trustful relations as crucial factor
©Fotolia - pressmaster

Overall Principles
Direct Contact with Customers
Successful acquisition requires knowledge about tools to establish

trustful relations to (potential) customers!
The Business Models of the ISIs are based

on first contacts with (potential) customers.
This means that:
• Increasing the level of awareness is
prerequisite
• Conversations with customers

precedes contracts
• Professional behaviour in
©Fotolia
conversations is essential

ISI Business Model: Business Success is Generated Through Utilization
of Resources in Business Processes
Human Customer Business

Capital Strategic Management Processes Value Success
Value Adding Core Processes

Resources / IC
Project
Structural Marketing Applied R&D
Management
Capital & Sales / Innovation
& Service
Delivery
Relational Administrative and Support Processes

Capital

ISI Value Adding Core Processes
Process Profiles of the Value Adding Core Processes
Applied R & D / Innovation
Marketing & Sales
Project Management

Marketing and Sales Process Map
Meta-Structure and Process Profiles
ISI Process Profiles

Practical overview of core processes:
▪ Objectives and outcomes of core process
▪ Procedural descriptions of main steps
▪ Minimum requirements (national standard)
▪ Mandatory templates to adhere to national standard

Marketing Tools: Tools to Increase Level of Awareness: Create scientific
and non-scientific Publications

Systematize Acquisition Tools
Increase Level of Awareness: Create and publish studies
Studies
Objective
• Gain information (technologies, markets,
etc.)
• Identify and analyse needs and
requirements
• Generate attention
Possible Methods
• Surveys
• Interviews
• Research
Effort
• High personnel costs (nearly 2 to 6 PM)
• Equipment for Mailing, Publication etc.
• Financing through research projects if
possible

Systematize Acquisition Tools
Increase Level of Awareness: Participate at Fairs

Marketing Tools
Tools to Initiate Customer Contacts: Industry Workshops
Industry Workshops
Objectives
• Establish contact to potential customers
• Communicate range of services
• Show professional skills
• Initiate projects
Number of participant
• 15-20 external participants (invite in a
timely manner)
Costs
• Most important cost drivers are
expenses for hospitalities and external
speakers

Marketing Tools
Tools to Intensify Contacts: Newsletter
Newsletter
• Content: Reports, Events, Interviews, etc.
• Page Count: 4 - 6 pages
• Subscription order on website
• Frequency of publication: 3 – 4 times per

year
• Tip: Provide Newsletter as PDF-Download

on your website

Marketing Tools
Tools to Support the Bidding Phase: Product and Project Sheets
Product and project sheets
• 1-2 sided sheets with service portfolio

or specific project information
• Tip: Provide product and/or project

sheet as PDF-Download on your
website

Marketing Tools & Supporting Resources
Classification of Tools
Tools to increase level

of awareness
Tools to support the Tools to initiate

bidding phase customer contacts
Tools to intensify
contacts

Marketing Tools & Supporting Resources Exercise
Importance of Tools
Which tools do you know and use to

• increase level of awareness?
• initiate customer contacts?
• intensify contacts?
• support the bidding phase?
Please choose 5 acquisition tools, which are currently the most

important ones in your daily business!

Marketing Tools & Supporting Resources Results
Importance of Tools

Importance of Tools
(1) Tools to increase level of awareness (2) Tools to initiate customer contacts
• Events (as host & as participant) • Conferences / Workshops

• Mailing • Events
• LinkedIn / Facebook • Knowledge of client’s business
• News • Knowledge of competitors
• Fairs • WhatsApp Calls
• Congresses • Showrooms
• Seminars • Knowledge of opportunities
• Monitored visits in ISIs • ISI visits
• Technology workshops • Industry visits
• Video presentations • Invocation of clients and partners
• 360°- tours on website • Innovation calls
• TV / radio ads • Webinars
• Presentations (cases, references) • Face-to-face meetings
• Works tours • Direct phone calls / E-Mails
• Publications (surveys, white papers, articles) • Distribution of business cards
Importance of Tools
(3) Tools to intensify contacts (4) Tools to support the bidding phase
• (Prospective) Meetings with clients • Direct phone calls

• After Sales visits • Deep analysis of customer demands and
• Underlining of partnerships with alignment with proposal
academia, other institutes etc. • Project model canvas
• Webinars • Presentation of project catalogue /
• Phone / Skype – calls reference projects, alternative
• E-mail technologies and their costs
• Market trend presentations • Offer of freemium products
• Demonstration of successful cases • Creation of clear illustrations / diagrams
• Value proposition canvas
• Legal and commercial support
• Meetings / Web-meetings

Table of content
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition

Conceptual Model
Fraunhofer as Applied Research Organisation

Conceptual Model
Fraunhofer as Applied Research Organisation

Conceptual Model
Business Model

Conceptual Model
Customer Needs – Market Pull

Conceptual Model
Customer Needs – Technology Push

Conceptual Model
Marketing & Acquisition Strategy as Part of the Overall Strategy

Conceptual Model
Competence Tree

Conceptual Model
Competence Tree

Customer Orientation in the Acquisition Process
Competence Tree

Competence Tree

Success Factors

Competence Tree
ISI for Advanced Manufacturing & Microfabrication Results
How to create
Reduction of prototyping risks, saving costs
Customer Value?
Which group can

profit from our Oil & Gas, Defense / Military
‚products‘?
Which purpose can

our Core
Validation of special components and surfaces through prototyping
Competencies serve
as ‚products‘?
What can we do,
that no one else can Machining of small components / features / details
easily do? (Core Manufacturing of complex components
Competence)
What can we do “in

general”? (Basic Manufacturing process, component manufacturing
Competence)

Table of content
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition

ISI Sales Funnel
Objectives
Objectives
◼ The ISI Sales Funnel can be considered as a standardized procedure for the pro-
active acquisition of R&D&I projects with industry customers as a guidance for
each ISI.
◼ The ISI Sales Funnel provides standard indicators to measure the performance
and to track the progress (effectiveness, efficiency) of the acquisition process in
each ISI.
◼ The “Sales Funnel” is only a tool to manage and to control the process, to find out
bottlenecks, identify failures and to learn from it. The tool does not do sales. The
activities of sales have to be conducted by qualified people in a systematic way.
◼ The tool will help to plan targets and to measure the performance of the whole ISI
network.

ISI Sales Funnel
Five Phases to Acquire R&D&I Projects in the Industry
Sales Phases ISI R&D Portfolio Prio Market Segments
Identify & prioritize

1 potential customers market intelligence, opportunity analysis
(demand/offer, R&D budget)
Initiate contact to
2 potential customers company knowledge, value
proposition, first company visit
Identify challenges &
3 elaborate solutions technical meetings,
workshops, canvassing
Develop, submit &

4 negotiate proposal deliverables,
budget
Close project
5 contract
price,
IP
considered timeframe: 1 year

ISI Sales Funnel
Operationalization of the ISI Sales Funnel Exercise
Sales Funnel
Which steps and activities are crucial in each phase?
Which tools are used in each phase?
Name a few ‘best practice’ examples for each phase!

ISI Sales Funnel
1 Identify & prioritize potential customers
Objective:
The ISI has identified and prioritized potential customers, e.g. through
Identify & prioritize market analysis and/or market segmentation. The ISI is aware of its
1 potential customers markets and has in-depth knowledge about the prioritized segments.
Steps:
1. Select Industries / Market segments that have a strategic relevance for your ISI
2. Identify companies that could potentially become customers (e.g. have challenges
and/or demand for solutions the ISI could provide, R&D budget)
3. Identify existing customers, where further projects may be acquired (follow-up)
4. Prioritize those potential customers, where the probability to acquire a project
within the next 1-2 years is the highest (top X %)
5. Prioritize those potential customers, where a longer acquisition process is
expected, but that are strategically prioritized
Sales Performance Indicator: # Contacts with prioritized Companies
“Contacts with prioritized Companies” are contacts that are proactively acquired. Thus the ISI has present
proactively its value proposition to the prioritized contacts. The identification of the prioritized companies can be
achieved through market analysis and/or market segmentation. considered timeframe: 1 year
ISI Sales Funnel
1 Identify & prioritize potential customers
Results
Input Output
• ISI strategy • Ordered list of potential
• Customer segment (prioritized) customers
1 • Brazilian (world/) Market opportunities • Info about the pot. customers
potential customers
• ISI portfolio
• Demand / offer
• Existing customers
Main Steps & Activities
1. Analyse market and select the
segments relevant for ISI
2. Define criteria based on inputs, list
companies
3. Order the list based on criteria
Tools & Techniques
• CRM Innovation & Technology
Objective • Customer ranking tool with criteria of
The ISI has identified and comparison (table or automatic tool)
prioritized potential customers,
e.g. through market analysis Best Practice
and/or market segmentation. • Register insights during the whole
The ISI is aware of its markets process for new opportunities
and has in-depth knowledge • follow-up
about the prioritized segments. • Promote and participate in events
• Contact sector association for already
prioritized customers
ISI Sales Funnel
2 Initiate contact to potential customers
Objective:
The ISI has developed content and messages for marketing activities to
contact the relevant potential customers. The ISI has initiated contacts to
the prioritized companies as defined in Phase 1, e.g. through industry
Initiate contact to
visits.
2 potential customers
Procedure:
1. Define Marketing Messages and prepare content to present ISI’s value proposition
to the Market
2. Select appropriate marketing activities and tools (e.g. Website, Print media,
Industry Workshops, etc.)
3. Customize the marketing activities and tools to the relevant contacts and identify
the right approach to get the first contact to the prioritized company
4. Approach customers that have a been prioritized in Phase 1 and identify relevant
contacts within these industries
Sales Performance Indicator: # Visits at prioritized Companies

“Visits at prioritized Companies” are agreed appointments with a contact of the potential customer to present the
ISIs product and service portfolio and/or discuss the challenges of the company (incl. companies that visit the
ISI). considered timeframe: 1 year
ISI Sales Funnel
2 Initiate contact to potential customers
Results
Input Output
• Selection of prioritized customers in • Contact with potential
alignment with ISI strategy customers
1. Gain knowledge about markets /
customers
Initiate contact to
2 2. Align of ISI offers with market demand
potential customers
3. Define communication strategy / means
of marketing
4. Initiate contact with potential customers
5. Customize action plan
Tools & Techniques
• Extension of knowledge in forums,
congresses, surveys, websites
• Critical analysis by ISI-team
• Portfolio analysis, workshops
Objective • Indicators
The ISI has developed content • Visits, E-mail, telephone, printed /
and messages for marketing electronic media
activities to contact the relevant Best Practice
potential customers. The ISI has • Guided visits / tours
initiated contacts to the prioritized • Customized action planning
companies as defined in Phase 1, • Publication of success stories through
e.g. through industry visits. presentations on events
• Approach via multipliers
ISI Sales Funnel
3 Identify challenges & elaborate solutions
Objective:
The ISI uses selected marketing instruments, conveying the developed
content and messages to the appropriate audiences.
The ISI establishes contact with potential customers and identifies
existing challenges and proposes potential solutions for the customers.
Identify challenges & Procedure:

3 elaborate solutions
1. Gather information about the structure and core business of the company
2. Identify the challenge(s) of the potential customer and customize your product
portfolio to the needs of the potential customer
3. Elaborate the challenges and bottlenecks together with the potential customer
(e.g. use technical meetings, workshops, canvassing for identification)
Sales Performance Indicator: # Requests for Project Proposal
The “Requests for Project Proposal” quantifies the number of companies requests for (an offer of) ISI products
and/or services.
ISI Sales Funnel
3
Results
Identify challenges & elaborate solutions
Input Output
• Defined customers and potential • Technical scope
challenges • Benefits
• Related cost (intern) and
Main Steps & Activities expenditure of time
1. Create project timetable
2. Conduct internal meetings (solutions,
Identify challenges & challenges)
3 elaborate solutions 3. Conduct meetings with customer
(solutions, challenges)
4. Structure a technical proposal (set
scope)
Tools & Techniques
• Canvas
• Questionnaire (key questions)
Objective • Brainstorming
The ISI uses selected marketing • Literature review / patent analysis
instruments, conveying the
developed content and messages to Best Practice
the appropriate audiences. • Do not communicate prices (too early)
The ISI establishes contact with • Do not focus on development lines
potential customers and identifies • Do not communicate all possible
existing challenges and proposes solutions
potential solutions for the customers.

ISI Sales Funnel
4 Develop, submit & negotiate proposal
Objective:
The ISI develops & submits proposals which meet the requirements and the
needs of the potential customers in a professional & timely manner. The ISI is
able to negotiate the proposal professionally and seek approval of the techni-
cally and commercially responsible contact persons of the potential customer.
Procedure:
1. Develop a proposal describing appropriate solutions for the identified
4 Develop, submit & challenges of the potential customer
negotiate proposal
2. Submit proposal in timely manner and offer suitable solutions (which have
been elaborated together with the customer)
3. If applicable – negotiate the proposal with the potential customer and make
possible adjustments (e.g. concerning budget, deliverables)
Sales Performance Indicator: # Project Proposals Submitted
The number of “project proposals submitted” shows the ability of the ISI to identify the challenges of the potential
customer and to offer suitable solutions.
ISI Sales Funnel
4 Develop, submit & negotiate proposal
Results
Input Output
• Understanding of client’s demands / • Formalization of proposal
requests • Presentation of
• Desired budget • Price
• Responsibilities of the contract partners • Timeframe
Main Steps & Activities • Scope
• Technical meeting with ISI team • Responsibilities
• Mapping internal and external
competencies
• Detail timeframe and –scope
Develop, submit &
• Plan the pricing (costs, margin)
4 • Elaborate technical and financial
negotiate proposal
proposal
• Negotiate / adjust proposal
Tools & Techniques
• CRM
Objective • Excel / MS Project
The ISI develops & submits proposals • Skype / Hangout
which meet the requirements and the • Visits
needs of the potential customers in a • Market analysis (competitors)
professional & timely manner. The ISI
is able to negotiate the proposal
Best Practice
professionally and seek approval of the • Present success cases (argumentation)
technically and commercially • Validate scope with the client (before
responsible contact persons of the pricing)
potential customer. • Support of ROI evaluation
• Diversify the scope of project phases
ISI Sales Funnel
5 Close project contract
Objective:
The submitted and accepted proposals are transformed into legally stable
contracts, including the agreement of IP & financial issues with the customer.
The contract has to be negotiated and approved by the legal departments.
The final result is a signed contract in order to start the R&D&I project.
Procedure:
1. The proposal has been accepted by the potential customer
2. Get the approval of the legal departments (on both sides)
3. Sign the Contract incl. accepted IP-Policy
5 Close
project (→ Start the R&D&I project)
contract
Sales Performance Indicator: # Projects Contracted
“Projects Contracted” describes the number of agreed proposals that have been signed between the ISI and the
prospective customer.
ISI Sales Funnel
Results
Input Output
• Approved technical and commercial • Signed contract
proposal • Project kick-off

• Find price negotiation
• IP documentation
• Legal evaluation
Tools & Techniques

• Negotiate meetings
• Follow-up
5 Close
project • Financial compensation
contract • Royalties x price
• Management software
Objective
The submitted and accepted proposals
are transformed into legally stable Best Practice
contracts, including the agreement of IP • Transparency
& financial issues with the customer. • Flexibility
The contract has to be negotiated and • Empathy
approved by the legal departments. • Agility
The final result is a signed contract in • Traceability of information
order to start the R&D&I project.

ISI Sales Funnel: Example
Sales Phases ISI R&D Portfolio Prio Market Segments Sales Performance
Indicators
# contacts with
Identify & prioritize prioritized companies
market intelligence, opportunity analysis
Actual Target Result
(demand/offer, R&D budget) 50 75 67%
# visits at interested
Initiate contact to companies
company knowledge, value Actual Target Result
proposition, first company visit 30 40 75%
# requests for project

Identify challenges & proposal
technical meetings,
3 elaborate solutions workshops, canvassing
10 20 50%
# project proposals
Develop, submit & deliverables, submitted
4 negotiate proposal budget Actual Target Result
10 20 75%
Close project # projects contracted

5 contract
price,
IP Actual Target Result
2 5 40%
R$ revenue
generated
2M 3M 67% considered timeframe: 1 year
Sales Phases Sales Performance
Indicators
# contacts with
1 potential customers Actual Target Result
50 75 67%
& Monitor Performance

(yearly, quarterly)
2
Execute Actions
potential customers Actual Target Result
Plan Targets
30 40 75%

10 20 50%
# project proposals
Develop, submit & submitted
4 negotiate proposal Actual Target Result
8 20 40%

5 contract Actual Target Result
2 6 33%
R$ revenue
generated
Indicators

1 potential customers % proposal requests
resulted from contacts

Actual Target Assess.
Initiate contact to 20 % 27 %
(yearly, quarterly)
2
Execute Actions
potential customers ⦰ # of visits at one
Plan Targets
interested company
Actual Target Assess
3 2
3 elaborate solutions % attendance rate
80 % 100 %
Develop, submit &
4 negotiate proposal % acquisition
success rate
Close project 20 % 30%
5 contract
⦰ project volume
R$ revenue
1M 0.6 M
generated
ISI Sales Funnel
How to use the Sales Funnel - Explanations for Definition of Targets
Sales Effectiveness
11 Steps – Explanations – Think about the consequences:
# contacts with Sales Efficiency
prioritized companies 1 Fill in your defined target on R$ revenue generated from industry!
% proposal requests 10
Actual Target Result Based on your experience, assume a realistic target value of average
resulted from contacts 2
75 % project volume!
27 % 3
Based on the considered target of the average project volume: How
9 companies
many projects have to be contracted?
Actual Target Result ⦰ # of visits at one Based on your experience, assume a realistic target value of %
4
40 % interested company acquisition success rate!
8
Actual Target Assess. Based on the considered target value of % acquisition success rate:
5
# requests for project 2 How many proposals have to be submitted?
proposals
7 6
Based on your experience, assume a realistic target value of %
attendance rate!
20 % % attendance rate 6
7
Based on the considered target value of % attendance rate: How many
Actual Target Assess. requests for project proposal do you need?
5 # project proposals 100 %
submitted Based on your experience, assume a realistic target value of average
8
Actual Target Result number of visits at one interested company!
20 % % acquisition 4
success rate Based on your experience and the average number of visits at
9 interested companies, How many # visits at interested companies have
3 30% to be conducted?
# projects contracted
10
Based on your experience, assume a realistic target value of %
proposal requests resulted from companies contacted!
6 %
⦰ project volume
2
Based on the considered target value of % proposal requests resulted
Actual Target Assess. 11 from companies contacted: how many contacts with different companies
1 R$ revenue
0.5 M do you need to reach the target of # requests for proposal?
generated
3M %
ISI Sales Funnel
How to use the Sales Funnel - Explanations for Monitoring Performance
Sales Effectiveness
# contacts with
Steps – Explanations:
prioritized companies 1. Fill in your actual values concerning the KPIs of Sales
Sales Efficiency
Actual Target Result Effectiveness and Sales Efficiency
50 75 67% % proposal requests
resulted from contacts 2. Calculate the Results of the Sales Effectiveness
# visits at interested Actual Target Assess.
20 % 27 % 3. Scale Assessment:
companies
30 40 75% ⦰ # of visits at one Sales Effectiveness
interested company
• Calculation based on actual and target
# requests for project 75% values
proposals 3 2
• Assessment of the results can be possible
10 20 50% % attendance rate
under consideration of chosen timeframe
and actual vs. target values
# project proposals 80 % 100 %
submitted Sales Efficiency
8 20 75% % acquisition
success rate Assessment based on
Actual Target Assess. actual vs. target values
# projects contracted 25 % 30%

2 6 33 %
⦰ project volume
R$ revenue Actual Target Assess.

generated 1M 0.5 M
2M 3M 67%
ISI Sales Funnel
How to use the Sales Funnel - Explanations for Calculation the Actual Efficiency
Sales Effectiveness
# contacts with
prioritized companies
Sales Efficiency
50 75 67% % proposal requests # requests for project proposals
# contacts with prioritized companies
companies 20 % 27 %
⦰ # of visits at one
30 40 75%
interested company # visits at interested companies
# requests for project proposals
proposals 3 2
10 20 50% % attendance rate
# project proposals submitted
# project proposals 80 % 100 %
# requests for project proposals
submitted
8 20 75% % acquisition
success rate # projects contracted
# project proposals submitted
# projects contracted 25 % 30%

2 6 33 %
⦰ project volume R$ revenue
R$ revenue Actual Target Assess. # projects contracted
generated 1M 0.5 M
2M 3M 67%
ISI Sales Funnel: Excel Tool
Operationalization of the ISI Sales Funnel
Sales Phases Sales Effectiveness Sales Efficiency
# contacts with prioritized companies

Identify & prioritize potential
Actual Target Result % proposal requests resulted from contacts
customers 50 75 67% Actual Target Assessment
20% 26%
# visits at interested companies
Initiate contact to potential
customers 30 40 75% ⦰ # of visits at one interested company
Actual Target Assessment
# requests for project proposals 3 2
Identify challenges & elaborate
solutions 10 20 50% % attendance rate
# project proposals submitted 80% 100%
Develop, submit & negotiated
proposal 8 20 40% % acquisition success rate
# projects contracted 25% 30%
Close project contract Actual Target Result
2 6 33% ⦰ project volume
R$ revenue generated R$ 1.000.000 R$ 500.000
R$ 2.000.000 R$ 3.000.000 67%
ISI Sales Funnel
Operationalization of the ISI Sales Funnel Exercise
How to use the Sales Funnel?

Fill in the data for your ISI (select scope!) - considering a
defined revenue to be generated!
Use the provided template!

Five Phases to Acquire R&D&I Projects in the Industry Results
Indicators
# contacts with
1 potential customers Actual Target Result
136

(yearly, quarterly)
2
Execute Actions
potential customers Actual Target Result
Plan Targets
107

68
# project proposals
Develop, submit & submitted
4 negotiate proposal Actual Target Result
68

5 contract Actual Target Result
34
R$ revenue
generated
5M considered timeframe: 1 year

Five Phases to Acquire R&D&I Projects in the Industry Results
Indicators

1 potential customers % proposal requests

Initiate contact to
(yearly, quarterly)
2
Execute Actions
potential customers ⦰ # of visits at one
Plan Targets
interested company
Actual Target Assess
1.8
3 elaborate solutions % attendance rate
100%
Develop, submit &
4 negotiate proposal % acquisition
success rate
Close project 50%
5 contract
⦰ project volume
R$ revenue
150K
generated
5M considered timeframe: 1 year

Table of content
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition

Visit Preparation
First Company Visit

Initiate contact to
Develop, submit &

budget
Close project
5 contract
price,
IP

Visit Preparation
Company Fact Sheet
Com pany Fact S heet for Vis it Preparation
Please fill in the appropriate data. If there is no data available, define source of information (if relevant).
General Inform ation about the Com pany
Required Data Fill in the required data Further Com m ents
Company Name
Year of Foundation
Location (Headquarter)
Legal Form
Size of the company

(no. of employees)
Size of the company (revenue/year)
Core Business
Focussed Business Areas
Service & Product Portfolio
Subsidiaries (No., Location, Core Business,

etc.)
Further important Information (e.g.
Managing Directors, historical development,
website etc.)

Visit Preparation
Company Fact Sheet
Com pany Fact S heet for Vis it Preparation
Please fill in the appropriate data. If there is no data available, define source of information (if relevant).
S pecific Inform ation about the Departm ent
Required Data Fill in the required data Further Com m ents
Name of the Department
Localisation of the Department within the

Company
Core Business of the Department
Focussed Business Areas of the Department
Service & Product Portfolio of the Department
If known: Size of the department
Contact Details of the Contact Person
Role at the Company and within the

Department
Further Roles of the contact person
Further Information about the contact person

Table of content
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition

Expectations vs. Communication & Understanding

ISI Sales Funnel

Initiate contact to
Develop, submit &

budget
Close project
5 contract
price,
IP

Value Proposition

Value Proposition

Value Proposition

Value Proposition Exercise
Customizing Range of Services
Value Proposition - Visit Preparation

Based on the client fact sheet
• formulate a key message

• keep in mind your R&D Portfolio and
• customize it to the customer’s need and the
market demand
Use the provided template!

Acquisition Planning
Creating Specific Value Proposition for Customer
ISI Offer / ISI Market Demand /
R&D Portfolio Value Proposition Customer Need
• Core Products • Customer Job
• … Key Message • …
Show your benefits!
• Marketable Products • Customer Pain

• … • …

Value Proposition for Specific Customer Results
Virtual Production Systems
ISI Offer / ISI Market Demand /
R&D Portfolio Value Proposition Customer Need
Core Products Customer Job
• Remote Systems Key Message • Maintenance Manager
• VR Simulations Show your benefits! • E.g. Aviation
• AR + Objective Recognition
Marketable Products • Reliability in Failure

• Software for Training in VR Fixing
Customer Pains (Gains)
• Solutions for Remote • Reduction of • Fix Failures Correctly
Maintenance Assistance Maintenance Costs by • Make Maintenance Better
(Expert Support) Better trained • Too much time for Failure
professionals Fixing
• Follow up Failures from
Uncorrect Fixing
• Hazardous Environment
(Life Danger)

Conceptual Model
Business Model

Systematic Planning of Acquisition
Kano Model – Customer Satisfaction
Basic (implicit expectations): Satisfaction
Attributes are taken for granted when fulfilled, (Very High)
but result in dissatisfaction when not fulfilled
(Example: Car – car tyre)
Performance (explicit expectations):

Attributes result in satisfaction when fulfilled
and dissatisfaction when not fulfilled
Execution
(Example: Car – fuel consumption) (Excellent)
Excitement (surprising attributes):

Attributes that are not normally expected; Execution
provide satisfaction when achieved fully, but (poor or not at all)
do not cause dissatisfaction when not fulfilled
(Example: Car – extraordinary design, special
equipment)
Time: An attribute will drift over time from Exciting to

performance and then to essential. The drift is driven Satisfaction
by customer expectations and by the level of (Very Low)
performance from competing products.
(Example: Car – Airbags)

Table of content
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition

Customer Satisfaction
Definition and Importance
Customer satisfaction is defined as
"the number of customers, or percentage of total
customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified
satisfaction goals“*
Within organizations, customer satisfaction ratings can have

powerful effects:
• Help to focus employees on the importance of fulfilling
customers' expectations
• Warn of problems that can affect sales and profitability
• Positive word-of-mouth marketing, which is both free
and highly effective (loyal Customers)
• Satisfied Customers are willing to pay higher prices for
©alphaspirit - Fotolia products or services
Importance of Customer It is essential for businesses to effectively manage

customer satisfaction.
Satisfaction: To be able do this, companies need reliable and
A satisfied customer is a long-term representative measures:
customer! (Customer Retention) → Customer Satisfaction Survey!
*Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.
Upper Saddle River, New Jersey: Pearson Education, Inc.

Need for National Standard
Why do the ISI Network need a

Customer Satisfaction Survey as
National Standard?
• Comparability within the Network

• Linkage to the Maturity Level
• Common basis for the identification of
improvement potential
©delihayat - Fotolia

Mandatory Requirements
Mandatory
• The usage of the approved and agreed

customer satisfaction survey (“after-project-
execution”) is mandatory
• The ISI has to sent the survey to every
customer when executed projects
• The agreed calculation of the score is
mandatory in order to ensure comparability

Optional Requirements
Optional
• Execution of the Survey: Online-based or paper

based
• Sent “Mid-project survey” to identify improvement
potential during the execution
• Define responsibilities and processes for sending,
receiving and calculating the satisfaction score
• Define a process for customer who didn’t
response; e.g. ask again for completion of the
survey after two weeks

Overview Survey
Set of Questions
1 4
2 5
3 6

Calculation of the Score – Agreed Option
Based on example questions
Very Neither satisfied Dis- Very

satisfied Satisfied nor dissatisfied satisfied dissatisfied
Percentages
100% 75% 50% 25% 0%
2,0 x %
Weighting 1,0 x %
1,0 x %
1,0 x %
Assessment
ISI intern
Customer Satisfaction Survey
Introduction Text
ISI for XXX

Customer Satisfaction Survey
Dear Customer [Name of the Customer],
Thank you for taking the time to participate in this survey. Your participation will help us to evaluate the current
performance and identifying areas for future improvement.
The survey should take less than 5 minutes to complete.
Please answer every question. If you cannot answer a question please skip over to the next one and leave it
. blank.
Thank you for giving us the opportunity to serve you better.
Sincerely,
ISI Manager
Place your Logo

Survey Questions
(after project execution)

Questions
(1) Satisfaction with Project Deliverables
satisfied Satisfied
nor dissatisfied satisfied dissatisfied
How satisfied are you with

the project deliverables?
• Satisfaction with content quality
• Satisfaction with presentation of

results
• Satisfaction with fulfillment of

project requirements

Questions
(2) Satisfaction with Interaction
satisfied Satisfied
How satisfied are you with the

interaction with the project
team?
• Satisfaction with the availability of the

project team
• Satisfaction with the commitment of

the project team
• Satisfaction with the communication

skills of the project team

Questions
(3) Satisfaction with Professional Competence
satisfied Satisfied
How satisfied are you with the

professional competencies of
the project team?
• Satisfaction with Project Management
• Satisfaction with the technological

competencies of the project team
• Satisfaction with the knowledge within

the project related field

Questions
(4) Satisfaction with Timeframe & Delivery
satisfied Satisfied

the fulfillment of the project
schedule?
• Satisfaction with observance of

deadlines
• Satisfaction with dealing of

postponements
• Satisfaction with timeframe

Questions
(5) Satisfaction with Customer Value
satisfied Satisfied

the impact of the project?
• Satisfaction with the value/benefit

of the project
• Satisfaction with price-

performance ratio
• Satisfaction with expected and

perceived impact

Questions
(6) Improvement Potential
Would you execute projects Yes No

with the ISI again?
Very likely likely Maybe unlikely Very unlikely
How likely is that you

recommend the ISI to business
partners and/or colleagues?
Please order the aspects

according to importance Project
Deliverables
Interaction
Professional
Competence
Timeframe &
Delivery
Expected
Impact &
Benefit
from 1 to 5
(5 = most important)
Questions
Textbox
Further comments?
- text -

Process & Requirements
Description & Best Practices
Project Management
Best Practice
Evaluate Assess the Learnings
Project is Submit Share
results with results
completed Survey learnings
customer internally Define actions
for improvment
Minimum Requirements / Descriptions & Best Practice

The survey has to be The survey can Evaluate the Assess and Derive lessons
sent to the customer conducted results with the evaluate the learned and further
after project
completion or during
through: customer in order results of the actions for
project execution; the • Face-to-face to avoid survey internally improving the
right person to • Email misinterpretations to identify execution of
answer the survey • Internet and to identify improvement projects and/or
has to be identified by • Telefone weaknesses potential and derive best practice
the ISI during project
exectution (mainly
Channel has to be within the project derive further cases on how to
PM) (or has ben appropriate to execution; and to steps for execute projects
defined already in the customer and the identify potential improvement
Kick-Off) project for improvement
One responsible for Debriefing
Handing Over sending, receiving Face-to-face in
and calculating the meeting with /
in Final Meeting final meeting
satisfaction score project team

Table of content
3 ISI Sales Funnel
4 Visit Preparation
5 Value Proposition

Content
Cost Calculation
Introduction and Framework
Cost Components

Content
Cost Calculation
Cost Components

From Pricing to Cost Calculation – Influencial Factors
Cost
Customer ▪ Direct production cost
▪ Overhead and reserves
Customer
Risks / Opportunities
▪ Based on Product Functionality
▪ Individual Price Expectation
▪ Resale Price
Cost
R$
Project Price Risks / Opportunities
▪ Risk-based contingency pricing
▪ Future (project) opportunities can be a
justification for low prices
Competitors
Suppliers ▪ Orientation on competitor’s prices
Competitors ▪ Comparison of service portfolios
(Specialization)
▪ International Price Gaps (Input Prices)

Marketing & Sales Process
Thematic Classification of the Cost-Calculation Tool
Phases of the ISI Sales Process Activities to develop, submit & negotiate proposals:
1 Identify & prioritize ▪ Define project scope

potential customers The project scope statement details the deliverables,
objectives, thresholds and acceptance criteria that the project
must meet.
2 Initiate contact to
potential customers
▪ Define project timeplan
3 Identify challenges &

elaborate solutions ▪ Define required resources
Develop, submit & ▪ Calculate project cost (and price)

4 negotiate proposal
▪ Deliver and negotiate proposal

Pricing of Research & Development Services
Objectives and Overview
Immediate Objective: Provide R&D&I products and services at a competitive price

1 Cover direct project costs
Cost-based project calculation (direct production cost)
Short-Term Objective: Finance the R&D&I projects and cover the ISIs overhead
2 Cover direct project cost and overhead / fixed costs
Cost-based project calculation incl. overhead expenses
Mid-Term Objective: Finance the ISI and contingencies

3 Generate financial reserves for pre-competitive research
Contingencies and portfolio expansion covered

Fundamental Assumptions (Directors’s Assembly)
1. In some proposal processes it is beneficial to integrate the client in a first

detailing of the project scope (e.g. project model canvas) to reach early
consensus.
2. It is noted that in the current situation the price of an applied R&D&I project is
often predefined as a fixed project budget by the industry customer.
Therefore, the ISIs require a cost-management support for the development of
industry proposals.
3. The cost calculation is an internal (to some extent iterative) process.
4. Changes in the project cost have to be related to changes in the resources,

activities and/or the scope (deliverables, quality)
5. “Discounts” may be given for strategic projects, but the calculated project cost
must be stated.

Cost calculation process & tool
Challenges and Desired Solutions (Director’s Assembly)
High pressure on the ISIs to reach financial sustainability as fast as possible!
Competitive situation within potential consortia – Initial budgets are not met due to
(too) high budgeting of individual ISIs!
Desired Situation:
▪ From a initial (preliminary) scope, targets, deliverables & budget …
▪ …a competitive “0-margin” cost calculation is done per ISI / per work package. For this the
following requirements need to be established:
▪ Common understanding of cost items
▪ Common understanding of cost ranges
▪ Common understanding of overhead rates
 Basis for discussion on final budgeting & contingency / value distribution

Content
Cost Calculation
Pricing and Costing Policy in the Proposal Process
Cost Components

Proposed Responsibility Distribution
A clear distribution of positions and responsibilities is needed for (collaborative) proposals!
Consortium Management
▪ Either the Management of the ISI leading the consortium or …
POSITION
▪ Democratic consortium management comprising 2 or more ISI directors /

managers / head researchers
Manage the proposal process

FUNCTION
▪ Communicates with the customer and project partners

▪ Defines (preliminary) scope & budget and defines calculation tool
▪ Defines requirements to proposal team(s) [i.e. scope, objectives, WPs*, budget]
! Validates technical and financial proposal
*Work Packages
Consortium Management Process Responsibilities
Communicate with Define scope & preliminary Proposal Submit and negotiate
Validate proposal Y
customer & project partner budget valid? proposal
N
Define proposal
requirements & instruct
proposal team(s)

Proposed Responsibility Distribution
The proposal should mostly be elaborated by (head-) researchers in alignment with the
requirements of the respective (consortium-) management.
Proposal Team(s)
▪ Either a team of researchers from the participating ISIs or …
POSITION
▪ Teams of researchers per ISI / Work-package or …

▪ Individual researchers
Elaborating the proposal

▪ Detail the activities per work-package and define resources required to achieve
FUNCTION
scope and objectives

▪ Calculate cost and check against initial budget definition and cost reference
! Iteratively elaborate activities to fulfill requirements and budget

Proposal Team Process Responsibilities
Communicate with Define scope & preliminary Proposal Submit and negotiate
Validate proposal Y
customer & project partner budget valid? proposal
N
Define proposal
requirements & instruct
proposal team(s)
Detail Deliverables, & Define required resources

Calculate Costs
Activities (type & quantity)
Iterations to meet Scope or Proposal
Budget requirements

Draft
Pricing and costing policy draft (1/2)

In individual projects the ISIs are to adhere to the fundamental pricing
principles in order to maintain a competitive equilibrium.
a) Changes in the project cost have to be related to changes in the
resources, activities and/or the scope (deliverables, quality)
b) “Discounts” may be given for strategic projects, but the calculated project
cost must be stated.
c) In some proposal processes it is beneficial to integrate the client in a first
detailing of the project scope (e.g. project model canvas) to reach early
consensus. However, the cost calculation is an internal (to some extent
iterative) process.

Draft
Pricing and costing policy draft (2/2)

In collaborative projects the (ISI) consortium leader is responsible for the
calculation of the project price.
a. Participating ISIs are under obligation to provide their cost-calculation
based on the terms set by the ISI “pricing and costing policy”.
b. Participating ISIs are to provide scope and cost-calculation of their
work packages based on a requirement specification
c. The consortium leader is responsible for the review and potential
change request
d. In collaborative projects an initial rate of indirect costs has to be set
e. Project profit (one of the outcomes of the final pricing) is allocated
according to the terms defined by the project consortium management.
f. The consortium leader is responsible to define the tool or mechanism to
calculate project costs

Content
Cost Calculation
Cost Components

Cost calculation process & tool
Content of Cost Calculation Reference List
1. Personnel 3. Other
1. Director 1. Travel + Daily Costs
2. Researcher 2. Patents / Licenses
3. Specialist / Consultant 3. Subcontracts & external services
4. Research Assistant 4. Risk Costs
5. Analyst 5. Training & Qualification
6. Technician
7. Hired external staff
8. (Personnel Overhead)
2. Material Cost
1. Investment CAPEX
2. Installations
3. Materials
4. Comsumables
5. (Material Overhead)

Cost Components
Personnel Reference List
Cost Items Description Unit Cost per Unit

Director II Graduation, Dr. in the Operating Area, 21.500
Experience of 10-12 Years or 10 Years of Management -25.000
Director I Graduation, Dr. in the Operating Area . Experience 8-10 Years and 8 Years of 17.500
Management; OR Graduation, Doctor in the Operating Area, -21.500
Experience of 10-12 Years or 10 Years of Management
Researcher IV Graduation, Dr. in the Operating Area . Experience 10-12 yrs and 4 yrs. of Mgmt.; 15.000
OR -22.000
Graduation, Doctor in the Operating Area,
Experience of 8-10 Years or 6 Years of Management
Researcher III Graduation, Doctor in the Operating Area . Experience 8-10 Years and 2 Years of 12.000
Mgmt.; OR
month
-17.500
Graduation, Doctor in the Operating Area, Experience of 6-8 yrs. or 4 yrs.of
Management
Researcher II 8.000
Graduation, Doctor in the Operating Area, Experimentation for 4 to 6 Years; OR
Graduation, Master in the Operating Area, Experimentation for 6 to 8 Years -12.000
Researcher I Graduation, Master in the Operating Area . Experimentation for 4 to 6 Years 6.000-9.000
Specialist /
Consultant I-III
Research RA II:Graduation, (ongoing) Master in the Operating Area, Experimentation for 3 4.000-7.000
Assistant I / II to 6 Years
RA I: Graduation in the Operating Area, Experimentation for 2 to 3 Years

Cost Components
Material Cost, Travel / Other
Cost Items Description Unit Cost per Unit

Material Cost
Investment
CAPEX
Material
Consumables
Travel / Other
Travel Cost
Patents,
Licenses
Subcontracts
Risks
Training &
Qualification
Overhead : 1st Option: Calculation based (only) on personnel deployment
e.g. Gross price of one person month = 1000R$; Overhead rate = 30%
→ calculatory price of one person month =130%; 1300R$
nd
2 Option: Gross overhead rate of ISI Network ⩯ 30%
→ Calculated project budget = project cost*130%

© Picture: Fraunhofer IPK/Konstantin Heß
Prof. Dr.-Ing. Holger Kohl
Dr.-Ing. Markus Will
David Carlos Domingos, M.Sc.
Luiz Guilherme de Souza Schweitzer, M.Sc.
Fabian Hecklau, M.Sc.
Johanna Haunschild M.Sc.
Florian Kidschun, M.Sc.
Fraunhofer IPK
IPK Project Office Brazil
http://www.ipk.fraunhofer.de
Your contact in Germany

 holger.kohl@ipk.fraunhofer.de
Your contact in Brazil

 markus.will@ipk.fraunhofer.de
Thank you for your kind attention.

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Planning, Implementation and Evaluation of SENAI Innovation

Institutes and their National Management

ISI Marketing & Sales Training for Researchers

Prof. Dr. h. c. Dr.-Ing. Eckart Uhlmann

Prof. Rafael Lucchesi

13:00 Competence Portfolio (Competence Tree)

16:00 ISI Competence Portfolio (Competence Tree)

 Fraunhofer IPK, Berlin

ISI Sales Funnel

13.00 Lunch Break

ISI Sales Funnel

17:00 End of Day 2

 Fraunhofer IPK, Berlin

Exercise: Formulate your Value Proposition

10:30 Coffee Break

ISI Customer Satisfaction Survey

13:00 Lunch Break

Collaborative Project Pricing & Cost Calculation

16:00 Coffee Break

16:30 Wrap-Up & Feedback Round

17:00 End of Day 3

 Fraunhofer IPK, Berlin

 Fraunhofer IPK, Berlin

1 Marketing & Sales: Process & Tools

3 ISI Sales Funnel

6 Customer Satisfaction Survey

7 Pricing & Cost Calculation

 Fraunhofer IPK, Berlin

1 Marketing & Sales: Process & Tools

3 ISI Sales Funnel

6 Customer Satisfaction Survey

7 Pricing & Cost Calculation

 Fraunhofer IPK, Berlin

Customer acquisition needs to go beyond pure technology

The ISIs are service provider for R&D&I

• Optimisation and development of

• Assessment and implementation of new

 Fraunhofer IPK, Berlin

Customer needs to be addressed individually!

The ISIs are offering highly specified

• Highly specialised experts

• Building trustful relations as crucial factor

 Fraunhofer IPK, Berlin

Successful acquisition requires knowledge about tools to establish

The Business Models of the ISIs are based

• Conversations with customers

 Fraunhofer IPK, Berlin

Human Customer Business

Value Adding Core Processes

Relational Administrative and Support Processes

 Fraunhofer IPK, Berlin

 Fraunhofer IPK, Berlin

ISI Process Profiles

▪ Objectives and outcomes of core process

▪ Procedural descriptions of main steps

▪ Minimum requirements (national standard)

▪ Mandatory templates to adhere to national standard

 Fraunhofer IPK, Berlin

 Fraunhofer IPK, Berlin

 Fraunhofer IPK, Berlin

 Fraunhofer IPK, Berlin

 Fraunhofer IPK, Berlin

• Content: Reports, Events, Interviews, etc.