Professional Documents
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MS Training v3
MS Training v3
09:30 Introduction
Average Time,
the Participants
of the M&S
Trainings spend
for M&S
Activities:
35%
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
• Lack of comparability
©Fotolia - pressmaster
• Professional behaviour in
©Fotolia
conversations is essential
Project
Structural Marketing Applied R&D
Management
Capital & Sales / Innovation
& Service
Delivery
Project Management
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
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
Newsletter
Tools to intensify
contacts
(1) Tools to increase level of awareness (2) Tools to initiate customer contacts
(3) Tools to intensify contacts (4) Tools to support the bidding phase
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
How to create
Reduction of prototyping risks, saving costs
Customer Value?
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
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.
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!
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
“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
Fraunhofer IPK, Berlin
ISI Sales Funnel
1 Identify & prioritize potential customers
Results
Input Output
• ISI strategy • Ordered list of potential
• Customer segment (prioritized) customers
Identify & prioritize
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
Fraunhofer IPK, Berlin
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
The “Requests for Project Proposal” quantifies the number of companies requests for (an offer of) ISI products
and/or services.
considered timeframe: 1 year
Fraunhofer IPK, Berlin
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.
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)
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.
considered timeframe: 1 year
Fraunhofer IPK, Berlin
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
Fraunhofer IPK, Berlin
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
“Projects Contracted” describes the number of agreed proposals that have been signed between the ISI and the
prospective customer.
considered timeframe: 1 year
Fraunhofer IPK, Berlin
ISI Sales Funnel
5 Close project contract
Results
Input Output
• Approved technical and commercial • Signed contract
proposal • Project kick-off
# visits at interested
Initiate contact to companies
2 potential customers
company knowledge, value Actual Target Result
proposition, first company visit 30 40 75%
# project proposals
Develop, submit & deliverables, submitted
4 negotiate proposal budget Actual Target Result
10 20 75%
R$ revenue
generated
Actual Target Result
2M 3M 67% considered timeframe: 1 year
Fraunhofer IPK, Berlin
ISI Sales Funnel: Example
Five Phases to Acquire R&D&I Projects in the Industry
Sales Phases Sales Performance
Indicators
# contacts with
Identify & prioritize prioritized companies
1 potential customers Actual Target Result
50 75 67%
(yearly, quarterly)
2
Execute Actions
potential customers Actual Target Result
Plan Targets
30 40 75%
# project proposals
Develop, submit & submitted
4 negotiate proposal Actual Target Result
8 20 40%
R$ revenue
generated
Actual Target Result
2M 3M 67% considered timeframe: 1 year
Fraunhofer IPK, Berlin
ISI Sales Funnel: Example
Five Phases to Acquire R&D&I Projects in the Industry
Sales Phases Sales Performance
Indicators
(yearly, quarterly)
2
Execute Actions
potential customers ⦰ # of visits at one
Plan Targets
interested company
Actual Target Assess
3 2
Identify challenges &
3 elaborate solutions % attendance rate
Actual Target Assess.
80 % 100 %
Develop, submit &
4 negotiate proposal % acquisition
success rate
Actual Target Assess.
Close project 20 % 30%
5 contract
⦰ project volume
Actual Target Assess.
R$ revenue
1M 0.6 M
generated
Actual Target Result
2M 3M 67% considered timeframe: 1 year
Fraunhofer IPK, Berlin
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!
Actual Target Assess.
27 % 3
Based on the considered target of the average project volume: How
# visits at interested
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 %
Actual Target Result
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
Actual Target Assess.
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 %
Actual Target Result
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
Actual Target Result
3M %
Fraunhofer IPK, Berlin
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
Actual Target Result
30 40 75% ⦰ # of visits at one Sales Effectiveness
interested company
• Calculation based on actual and target
Actual Target Assess.
# requests for project 75% values
proposals 3 2
• Assessment of the results can be possible
Actual Target Result
10 20 50% % attendance rate
under consideration of chosen timeframe
and actual vs. target values
Actual Target Assess.
# project proposals 80 % 100 %
submitted Sales Efficiency
Actual Target Result
8 20 75% % acquisition
success rate Assessment based on
Actual Target Assess. actual vs. target values
# projects contracted 25 % 30%
(yearly, quarterly)
2
Execute Actions
potential customers Actual Target Result
Plan Targets
107
# project proposals
Develop, submit & submitted
4 negotiate proposal Actual Target Result
68
R$ revenue
generated
Actual Target Result
5M considered timeframe: 1 year
(yearly, quarterly)
2
Execute Actions
potential customers ⦰ # of visits at one
Plan Targets
interested company
Actual Target Assess
1.8
Identify challenges &
3 elaborate solutions % attendance rate
Actual Target Assess.
100%
Develop, submit &
4 negotiate proposal % acquisition
success rate
Actual Target Assess.
Close project 50%
5 contract
⦰ project volume
Actual Target Assess.
R$ revenue
150K
generated
Actual Target Result
5M considered timeframe: 1 year
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
Year of Foundation
Location (Headquarter)
Legal Form
Core Business
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
©delihayat - Fotolia
Mandatory
©delihayat - Fotolia
Optional
©delihayat - Fotolia
1 4
2 5
3 6
Percentages
100% 75% 50% 25% 0%
2,0 x %
Weighting 1,0 x %
1,0 x %
1,0 x %
Assessment
ISI intern
Fraunhofer IPK, Berlin
Customer Satisfaction Survey
Introduction Text
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
Further comments?
- text -
2 Competence Portfolio
4 Visit Preparation
5 Value Proposition
Cost Components
Cost Components
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)
Phases of the ISI Sales Process Activities to develop, submit & negotiate proposals:
Short-Term Objective: Finance the R&D&I projects and cover the ISIs overhead
2 Cover direct project cost and overhead / fixed costs
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.
5. “Discounts” may be given for strategic projects, but the calculated project cost
must be stated.
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
Cost Components
Consortium Management
▪ Either the Management of the ISI leading the consortium or …
POSITION
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)
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
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)
Cost Components
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)
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
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%
Fraunhofer IPK
IPK Project Office Brazil
http://www.ipk.fraunhofer.de