MBA 6350

Advances in Personal Selling

Chapter 12
Sales Analytics and Technology
Collaboration
• Support the sales force
• Diagnose issues that require data
• Create customer insights
• Enable decision making
• Designing sales force effectiveness
• Sales process
• Sales force size
• Sales force structure
• Compensation
Assessing Sales Force Analytical Needs
Analytic
s
Collaboration Phases
• Set vision, strategy and
priorities
• Design and build the
system and processes
Sales • Implement and support
ongoing operations
Succes
s
Marketing
Technolog
Integratio
y Stack
n
Sales and IT Team’s Conflict
Overcoming Hurdles

Vision & Culture

How ?
• Social Styles
• DISC
• Personalities
People & Roles

Processes
Vision and Culture Solutions
• Corporate culture????
• Align around the customer
• Build a collaborative culture
• Create transparency and encouragement
• Share collaborative stories
• Appreciate and recognize behaviors
• Celebrate ALL victories
• Walk the talk
• Discourage organizational politics
People and Role Solutions
• Select people with dual capabilities
• Develop skills and knowledge
• Create liaison roles
• Make focused project assignments
Process Solutions
• Agile development approach
• Rapid prototyping
• Maximize vendor relationships
• Agreement on project objectives
• Project budget and timeline
Emerging Trends

Blurring functional Software as a service Outsourcing and

Lines (SaaS)
• Cross development • Pay as you go service
• More business savvy • Limits high fixed costs
• More IT awareness • Faster access
• Expertise into software
offshoring services
• Greater flexibility
• Less system maintenance
MBA 6350
Advances in Personal Selling
Chapter 13
Analytics in a New Sales Force
• Develop a Strategy in alignment with MKT
• Design a sales organization
• Outlining a sales process
• Technology support
• Hiring and training
• Compensation program
Sales Analytics Influence

Design

Diagnose

Analytics Technology Marketing Sales Force

Support
Hierarchy of New Sales Force Decisions

Marketing
Sales Analytics to Enable Sales Activity
1 How much and how quickly to invest 2 What capabilities to invest in 3 What sales analytics talent

Invest – Scale and execute Invest – Scale and execute Invest – Scale and execute
Test – Experimental and refine Test – Experimental and refine Test – Experimental and refine
Focus – Selectively build over time Focus – Selectively build over time Focus – Selectively build over time

Missed Opportunity in Scaling too Slowly

Risks from Defining Inflexible Capabilities
Inefficiency in Scaling Independently
Sales Analytics to Enable Sales Activity
Priority Phases

1. Implement capabilities that have high business impact for moderate implementation effort
2. Implement capabilities that have high business impact with higher implementation effort
3. Reevaluate and, if valuable, implement requiring moderate effort for similar business impact
4. Reevaluate and likely drop plans for deploying high effort for low business impact
Create Roadmap

MARKETING TECH STACK