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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 现代化销售 颠覆传统销售模式 获得市场分额的良机 Ivan Min/闵勇 Oracle 亚太客户体验云专家

How to Use the PowerPoint Template · And this is a bad case scenario. What should happen when you plot the tenure of reps in a bar chart, is you should see an uni\൦orm distribution

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Page 1: How to Use the PowerPoint Template · And this is a bad case scenario. What should happen when you plot the tenure of reps in a bar chart, is you should see an uni\൦orm distribution

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

现代化销售 颠覆传统销售模式 获得市场分额的良机 Ivan Min/闵勇 Oracle 亚太客户体验云专家

Page 2: How to Use the PowerPoint Template · And this is a bad case scenario. What should happen when you plot the tenure of reps in a bar chart, is you should see an uni\൦orm distribution

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采购决策者期望象个体消费者一样的待遇

73% 80% 66%

的B2B采购决策者会在线调研商品,然后在线下采购

的B2B采购决策者表示个性化的采购体验会影到他们的决策

的采购决策者从同业处发现新的品牌和产品

Sources: Forrester

演示者
演示文稿备注
Source: "The Rise Of The Empowered B2B End User Buyer" study by Forrester Consulting on behalf of Intershop.
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并且这些正在颠覆着销售过程

销售周期变长 赢单率下降

利润压力 产品销售人员不能跨越成为方案销售人员

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同时销售人员不能完成他们的指标

4

Source: Qvidian, 2015 Sales Execution Trends

销售不能传达商业价值

商机关闭原因为没有决定 缺少洞察

低效的销售指导

内部管理工作/没有足够时间去销售 低下的生产率

很少的打动点 过长的商机培育时间

演示者
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Now let us look at the reasons for this. Why do reps not see the path to money? Why do they leave, and why do 50% of them not make their quota two years in a row? The answer to this is in a survey we came across sun by Ovidian. If you look at the five causes here, the top two reasons are closely tied – they are actually the same reason, to be honest – the rep was unable to communicate business value to the customer, and that is why the customer did not close! And what is worse (with the first reason) as compared to the second, is the rep did not know the reason the deal never closed is that business value was not communicated… These two have to do with a common theme – are we taking the best value proposition to the customer? What is it? What did the customer think of the value proposition. On the other hand the bottom two causes have to do with efficiency. Its about how quickly sales reps learn the processes to make them successful at processing deals. Excessive ramp up times happen when processes that reps need to follow are not clearly documented …. So the top two reasons seem to be, reps don’t have the knowledge to communicate the value prosition well, and don’t know the processes to make them efficient. Apart from that – all is great in the B2B sales world !!
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需要两年以上的时间使一个销售人员达到最佳产出: 人员流动

5

6 Months 12 Months 18 Months 24 Months 32 Months

10%

20%

30%

40%

50%

销售

组织

的比

$135K 每年一个销售人员的支持成本

$115K 的平均流失成本: 招聘、培训和接替

Source: DePaul University Sales Effectiveness Survey

• 假设两年内有25%的人员流动 • 500 人的销售团队 的每年流失成本 = $28M

演示者
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And this is a bad case scenario. What should happen when you plot the tenure of reps in a bar chart, is you should see an uniform distribution. However, when reps start leaving because they cannot see the path to making money – this curve starts looking like a more and more skewed one, with more reps with less tenure. And for a VP of B2B sales – this is a death spiral. This is what causes them to have a few years of missed sales and will cost the VP of sales his/her job. The org has to be stable, else this is a corporate risk – and trust me, this risk does happen in some orgs – we have seen some of them, even here in our company over the years.
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大约在 2003 年的 CRM

联系人

销售活动

客户 报表

商机和销售管道

聚焦:自动化的基本功能

演示者
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Opportunity and Pipeline Management equips sales organizations to close more business in less time by providing a complete picture of the opportunity, including its history and milestones, and the associated key decision makers.� Account Management enables salespeople to build a deep understanding of target accounts by providing a complete history of all the interactions the company’s sales organization or even partner sales organizations have had with those accounts.� Contact Management provides a comprehensive view of every customer through a complete history of all interactions with each customer, including inbound and outbound calls, email exchanges, written correspondence, visits, meetings, and demonstrations.� Activity Management helps schedule simple to-do items, develop activity plans, manage the completion of complex tasks, and delegate actions to others.
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40%

78%

的公司声称他们的预测是“总是精确的”

销售代表花费78%的时间搜索信息,而真正销售时间只有22%

销售经理担心完成不了销售指标

Only3%

然而,10年后...

不易用, 效率低

效果差

效果差

演示者
演示文稿备注
Salespeople and leaders are more mobile Both use more more BYOD devices Sales processes are more social Assigning and incenting salespeople correctly is more important than ever Customers buy when and how they want Data growth and data quality are key focus areas for businesses in 2013 Companies are focused on making sure they are getting better performance from sales teams. Six out of ten executives responsible for shaping sales territories say they rely more on data than instinct to drive decisions. Nearly one-half (48%) of incentive compensation plans do not achieve the desired results. Source: Economist Intelligence Unit, “Data vs Instinct: Perfecting Global Sales Performance,” June 2012 Salespeople and leaders are more mobile Both use more more BYOD devices Sales processes are more social Assigning and incenting salespeople correctly is more important than ever Customers buy when and how they want
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销售型企业面临的挑战

• 区域管理

– 机会分布不均等 42%

– 不同技能的销售人员 34%

– 渠道冲突 32%

– 客户重叠 22%

• 激励佣金

– 当前的激励佣金无法驱动所需的销售行为 48%

– 系统无法适应变化 38%

– 销售管理缺乏对销售业绩或薪酬的可视性 28%

– 销售人员无法实时了解商机对他们的佣金带来的影响 26%

数据 vs 本能直觉

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不准确的建议书

不一致的协作

冗长的报价 订单周期

缺失 交叉销售与向上销售

无效的配置

人工 重新工作

孤立的

非集成的工具

冗长的 批准流程

缺少反思

丧失客户推荐

潜在的收入

泄露的管道:收入与利润被侵袭

真实的收入

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现代销售: 驱动技能和效率

10

传统的销售自动化不能解决核心的生产力问题

割裂的系统,很多外挂

预测和回顾报告

为简单的销售组织构建

线索,联系人和客户

集成的,预置的

预测分析,实时的商业智能, 优化的销售任务、 版图划分和计划

为复杂的销售模式和团队,全球覆盖, 复杂的版图划分而构建

销售内容,指导和最佳实践

传统销售力量自动化 现代化销售

过时的需求生成 准确的、相关的线索, 对采购人员和兴趣的深入了解, 营销投资回报率

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变革商业模式的关键方法

11

销售管线构建

使销售和营销保持协同。大批量提供更多更优的销售线索。

销售生产力

更快完成销售指标。 提高赢单率。

降低销售周期。 消除人员流动。

销售智能

利用可执行的洞察去构建个性化和具紧迫性的客户价值主张。拉动最好,最高价值的单子。

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提升销量、深化洞察、加快发展

现代销售的五个关键要素

简单易用快速 便于部署、易于使用、

轻松采用

掌握移动效率 全面的移动性,提升效率,增加

销售人员业绩

洞察业务绩效

构建增长管道

用现代营销和销售工具, 发掘和推动所有渠道目标客户需求

协同项目团队

集成的业务沟通、指导和 团队销售,提高工作效率

强大的业务分析功能, 优化销售绩效 1

2

4

3

5

演示者
演示文稿备注
项目跟踪过程中,哪个阶段出了问题? 是否有足够签约的客户可以开始项目跟踪 区域划分是否合理,指标分配是否合理,是否考虑市场潜力
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销售智能:投资回报率的数据和分析

Level 1 Level 2 Level 3 Level 4 Level 5

扩展

能力

Source: Qvidian - Revolutionize Selling 成熟度级别

• 临时的努力 • 缺乏设计的

流程 • 收益不确定

• 目标和策略被定义

• 流程文档化 • 基础的交互

行为 • 多样化的成

• 正式的流程 • 整合化的系

统思维 • 行为指引 • 自动纠错 • 主动的反馈

• 业界一流 • 可预见的结

果 • 商业智能 • 可活动的分

析 • 尽早发现问

题 • 外部参考指

• 共享的视角 • 灵活的方法 • 可适配的模

式 • 持继改进 • 可复制的最

佳实践 • 一贯成功

混乱无序

明确

最佳化

灵活

预见性

公司利用预测分析使具有竞争优势

大多数公司都困在

这里

但可以到达这里

演示者
演示文稿备注
Qvidian Sales Series: Revolutionalize Selling Looking beyond sales enablement to the latest sales execution strategies entails accepting an entirely new perspective and a fresh approach towards empowering the sales force through an end-to-end guided selling platform. Achieving superior sales execution involves a complete overthrow of the sales processes and activities that are simply not working, as well as a set of new school principals to bring about real value in your sales investments. But just how can you make the shift from a chaotic and poorly defined sales enablement practice to a dynamic and predictive sales execution strategy? Tossing out some old school sales enablement rules is a start to guiding towards continued success and improved sales performance Organizations achieving competitive advantage with analytics are 220% more likely to be substantially outperform their industry peers
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提升洞察力关键 – 销售计划/业绩管理 销售体系与能力建设

销售 计划与指标

预测 实际

销售预测 项目/合同

计划

调整资源与策略

项目推进

绩效考核与激励

异常情况 问题

报告

行动

教练式 辅导

每周/月 销售进度检查

预测准确性很重要

• 发现计划和策略上问题,及时调整

• 发现销售过程中问题,及时跟进

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Easy. Effective. Efficient. 产品演示

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Now, lets jump into the demo. First, are there any questions at this time?
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Oracle 客户体验云解决方案 全面的客户体验云平台

Oracle 营销云

集成的客户体验基础

社交网络 移动应用 集成

Oracle 销售云

Oracle CPQ云

Oracle 电商云

Oracle 服务云

Oracle 社交云

分析 KPI 与仪表盘 预测分析

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