Balancing Sales Territories: How DocuSign Assesses, Aligns, and Optimizes Territories

Transcription

1 Balancing Sales Territories: How DocuSign Assesses, Aligns, and Optimizes Territories Copyright 2015 The Sales Management Association. All rights reserved.

2 SPEAKER Kristin Lucas Sales Operations Manager DocuSign LinkedIn: slsm.gt/kristin Copyright 2015 The Sales Management Association. All rights reserved.

3 10+ Years of Continuous Innovation 188 Countries DocuSigned 50M+ Users 100K+ Customers 50K+ Per Day

4 A look back...it's an evolutionary process of building blocks 2011 #Reps in NA ~ #Reps in NA ~ #Reps in NA ~145 Every Account in an alignment & territory, and assigned to a Rep 2010 #Reps in NA <15

5 Challenges

6 Challenges Segmentation Everyone wants a piece of the pie, but how do you divide it # Employees

7 Challenges Balanced Territories Everyone wants balance Coverage - Too much or too little work Attainment - unfair distribution of sales potential Under- or over-servicing of customers More selling time through reduced travel time Lower sales force turnover through better morale Market responsiveness through strategic realignments.but what do you balance on?

8 Challenges Other things to consider Alignment for Account Management team Alignment of supporting resources What to do about subsidiaries? Assign individually or entire hierarchy? Clarity of ownership vs. coverage

9 Challenges Planning, Definition of Scope and Buy-in Identify stake holders to ensure alignment Marketing, Finance, Sales Leadership Scope Just North America or Global Agreement on segmentation between teams Talent Management & Enablement Ramped up time Reality of leadership and teams in place Roll-out Plan Execution takes time Data migration always a challenge Take the time to do it right initially

10 Strategy & Planning

11 Strategy & Planning Segmentation Alignment between Sales & Marketing Vertical markets to target for growth Messaging from Marketing consistent with Sales strategy Definition of Verticals Need to be data driven Mapped NAICS codes to Industries, Industries to Verticals

12 Strategy & Planning Segmentation North America Enterprise Define Enterprise first; all else is Commercial Entire NA hierarchy to owner of the Parent Reduce the number of Accounts so reps are focused Moved to a Named Account model

13 Strategy & Planning Segmentation North America Commercial Capitalize on success on verticalization Entire NA hierarchy to owner of the Parent Define segmentation boundaries Align with Finance Growth Plan Analysis of existing Customers and ASP to find natural break points Use # of Employees for geography based segments and most verticals

14 Strategy & Planning Balanced Territories Develop a scoring methodology Base score plus supplemental uplifts Customers & Prospects grouped into bands based on score Territories carved using weighed mix from each band of Account Validate territory balance using transactional data

15 Strategy & Planning Whitespace Analysis A metaphor about opportunity Multiple White Spaces to consider White space within Customers consuming at the expected level White space between additional products Customers could be offered White space beyond where and who are the most valuable prospects Goal: Ensure investments are aligned appropriately

16 Strategy & Planning Housekeeping Data cleaned and prepped before you start Normalize data Target market of Accounts External resources as needed

17 Making it all work

18 Making it all work Segmentation North America Enterprise 3 Verticals and 3 Geo based Regions Reps identify small number of Named Accounts Named Account field: Parent or Child Used D&B Domestic Parent Duns to designate Parents/Childs Assigned full hierarchies using Domestic Parent DUNS

19 Making it all work Segmentation North America Commercial Multiple Verticals and Geo-based Segments Real Estate, Financial Services, Insurance, Education, Healthcare/Life Sciences Majors, Mid-Market, Small-Medium Target # of territories based on year-end staffing Current Staff + Growth - Attrition = Year End Staff Level

20 Making it all work Balanced Territories TerrAlign for balanced territories Accounts for each segment loaded including Scoring Band Integrated with Salesforce.com for Account extraction & territory upload

21 Making it all work Whitespace Analysis Sizing and Understanding Total Addressable Market Use what we know to extrapolate what we don't know Process Size the market based on Annual Revenue For a given segment, what % of Annual Revenue does DocuSign currently get Total ACV/Total Annual Revenue For each Account, what is ACV we should expect Customers: Less than the average spend? Opportunity for upsell Prospects: What can we expect to close?

22 Continuous Improvement

23 Improve - Enhance Territory Management Added Data.com Premium for full D&B company data Enabled DUNS-Right Matching Traction Hierarchies

24 Improve - Tools & Techniques Automate as much as possible Data is dynamic and lives in the CRM, not in spreadsheets Data Migration Challenges it s a moving target Need Tools for Account migrations

25 Improve Overall Sales Process Efficiency Lead Management & Account Creation All Leads qualified by SDR team Segmentation drives qualified Lead Assignment Created a group of Enterprise Sales Reps Paired with the Enterprise Account Execs Handle the smaller, introductory deals

26 Thank You! Copyright 2015 The Sales Management Association. All rights reserved.

27 QUESTIONS Please remember to speak into the microphone - we're recording! Kristin Lucas Sales Operations Manager DocuSign [email protected] LinkedIn: slsm.gt/kristin Copyright 2015 The Sales Management Association. All rights reserved.