Matt Close, EVP Sales at The TAS Group, shares how progressive sales teams have learned that Account Planning is the New Marketing, and how navigating the Sales & Marketing Continuum lets you put your competitors on the wrong side of the 57% point. Rockstar sales reps know how to unlock revenue in large customers by gaining control in the account early.

1. Account Planning:
Reject the
57%

2. © The TAS Group 2014
Matt Close
EVP Sales
Maureen Blandford
EVP Marketing
Use new photo

3. © The TAS Group 2014
The Customer Buying Process
Customer
Diligence
Begins
Customer
Purchases
Source: CEB
of the
purchase
decision
is complete before
a customer even
calls a supplier.
57%
Customer
Engages
Supplier

4. © The TAS Group 2014
Poll
• What’s true for you? Our buyers are…
A) 15%
B) 39%
C) 57%
D) 68%
Through their buying process before they engage with us.

5. © The TAS Group 2014
Have we let this happen to us?
Has the 57% research given salespeople a reason to throw
up their hands?
Are some salespeople willing to settle for what the buyer
has defined as what they want to buy?
There is a dirty four letter word that combats this…WORK.

6. © The TAS Group 2014
“This whole 57% stuff comes from the conventional wisdom that says
the ability of the customer to research products and buy them online
makes salespeople less important. In fact, the opposite is the case.
Customer’s now expect salespeople to have an expert’s view of the
customer’s business, act as a manager of some crucial part of the
customer’s business, and be effective at protecting the customer’s
interests within the vendor organization…”
Geoffrey James, Columnist for Inc.com and the author of Business Without The Bullsh*t: 49
Secrets and Shortcuts You Need to Know

7. © The TAS Group 2014
“This whole 57% stuff comes from the conventional wisdom that says
the ability of the customer to research products and buy them online
makes salespeople less important. In fact, the opposite is the case.
Customer’s now expect salespeople to have an expert’s view of the
customer’s business, act as a manager of some crucial part of the
customer’s business, and be effective at protecting the customer’s
interests within the vendor organization…”
Geoffrey James, Columnist for Inc.com and the author of Business Without The Bullsh*t: 49
Secrets and Shortcuts You Need to Know

8. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Buyer:Seller Role by Impact/Size
Buyer
Driven

9. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Buyer:Seller Role by Impact/Size
Buyer
Driven
Seller
Driven

10. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Area of Value Creation
Area of
Value
Creation
Buyer
Driven
Seller
Driven

11. © The TAS Group 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Micro Mini Mid Large Mega
Area of Value Creation
Area of
Value
Creation
Buyer
Driven
Seller
Driven
The seller’s job is not to
Communicate Value
… the internet does that
Progressive sellers will
Create Value

12. © The TAS Group 2014
3 Types of Need
ActiveUnknown Known

13. © The TAS Group 2014
When to Sell

14. © The TAS Group 2014
The Customer Buying Process
Customer
Diligence
Begins
Customer
Purchases
Source: CEB
of the
purchase
decision
is complete before
a customer even
calls a supplier.
57%
Customer
Engages
Supplier

16. © The TAS Group 2014
When to Add Value

17. © The TAS Group 2014
Account Planning in Salesforce
The Account Planning Reference Guide
For Companies Who Use
salesforce.com
“Account Planning Is The New
Marketing.”
Donal Daly, CEO, The TAS Group

18. © The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum
activity
time
Marketing
Sales

19. © The TAS Group 2014
Awareness Interest Preference Action
The Sales & Marketing Continuum
activity
time
Marketing
Sales
Customer
Diligence
Begins
Customer
Purchases
57%
Customer
Engages
Supplier
Source: CEB

20. © The TAS Group 2014
3 Things to Consider
Research for Insight
Integrate for Velocity
Focus for Impact

21. © The TAS Group 2014
Research for Insight
What do you need to research / record?
Plan Goal, Overview, History, Resources, CSFs …
Business, BUs + SUs, Financials, Ind. Trends, Tech / Reg Landsc
Customer’s View, Exec Credibility, Cultural Fit, Customer Sat …
Customer’s KPIs, Value Prop, Strategic Initiatives, Solution Vision

22. maximize revenue
from key accounts53%
gain access to
key players54%
uncover customer
business problems61%
+ 41%
+ 30%
+ 28%
Some facts about Account Planning ...
Sales Reps who say they can … Increase quota attainment by …
Source: Dealmaker Index Global Sales Benchmark Study

23. Research for Insight
Impact on a Customer
(Business Problems, Business People)
54%61%

24. © The TAS Group 2014

25. © The TAS Group 2014
About Trust
Nothing Else Matters

26. © The TAS Group 2014
Trust Determines Your Role in the Process
Measure
Results
Implement
Negotiate and
Sign Contracts
Prove the
Concept
Evaluate
Products
Initiate a
Project
Establish
Initiatives
Assess the Drivers
Trusted Advisor
Problem Solver
Credible Source
Vendor

27. © The TAS Group 2014
12 Elements of Great Account Planning
Action OrientedRegular CadenceSocial and
Collaborative
Measurable
Customer Focused IntegratedResearch Based Targeted
Aligned to
Business Strategy
Map People
and Influence
Trust White Space

28. Methodology + Smart Apps = Success
Built and Delivered on the Salesforce Platform

29. Account Planning:
Reject the
57%