Selena Sol presents..

EXAMPLE SALES RUN

BOOK
more templates for start-ups
selena@selenasol.com

http://www.linkedin.com/pub/eric-tachibana/0/33/b53
http://www.slideshare.net/selenasol

Like any functional department, sales & marketing can

benefit from the clarity that is provided by a simple
run book, which defines the rules & responsibilities as
well as the strategically aligned operational goals of
everyone in the group. The run book should be
supported by regular reporting metrics that allow
management to monitor progress against plan.
As with all Run Books, you would need to tailor the
content for your own context. The key is, dont be adhoc in your approach to any business function. Be
deliberate. Intuition, experience, and flexibility are
great, but they should be leveraged after youve put in
place a solid infrastructure to get maximum results.
This is an RFC: Id like to hear about any best practices
out there that may not be reflected in this deck.

FIRM STRATEGY 101 FOR SALES EXECUTIVES POSITIONING & MESSAGING PRIMER

we are

a banking security consultancy

we will

be the regions leading catalyst for transforming nextgeneration security innovations into great solutions with
global impact

we serve

customers who:

are large or multi-national, but with head office in SGP or Hong

Kong
already appreciate the value in investing in premium security
focus on investment banking or corporate treasury

we deliver
co-created security solutions that:

we
differentiate

drive business strategies

delight end-customers
deliver sustainable ROI
exceed expectations of regulators

by leveraging our consulting toolkit and innovation process

that allows us to deliver high quality, repeatable engagements
and our operationalized internal cultural program that allows
us to attract and sustainably engage world-class intrapreneurs,
entrepreneurs, & thought leaders

STRATEGIC INTENT SALES & MARKETING GROUP

FIRM VISION: be the regions leading catalyst for transforming next-generation security
innovations into great solutions with global impact

WHERE WE WANT
TO GO

HOW WE GET
THERE

OUR COMPASS

WINS WE MUST
DELIVER

2012 STRATEGIC INTENT SALES

VISION
Start-up a professional sales and
marketing function that can scale
revenue by 3 in a sustainable and
brand-aligned way
MISSION
Deploy formal sales & marketing
infrastructure
Reposition (and re-price) as a premier
provider with Channel Partners & endcustomers
Handover sales activities from
Founders and Consulting Team to sales
team
VALUES
Aligned, Partnering, Innovative
TACTICAL GOALS TO SUPPORT
INTENT
Complete rebranding exercise
(including internal and external comms
& collateral)
Handover sales ownership/leadership

2013 STRATEGIC INTENT - SALES

VISION
Operationalize sales and marketing function that
can sustainably scale revenue.
MISSION
Reduce reliance on the Founders, XYZ team, and
specific individuals
Handover sales management & strategy
function to XYZ
Support execution of franchise model.
Staff up
VALUES
Trusted, Partnering, Energetic
TACTICAL GOALS TO SUPPORT INTENT
Handover functional leadership & management
to XYZ
Implement sales team management disciplines
to support larger team
Complete formal documentation / knowledge
base to support pre-sales activities
Create separate groups specialized for hunting
vs. gathering revenue
Develop franchise plan

2012 STRATEGIC PLAN

MARKETING
MISSION
Define and champion our
premium brand, unique value
proposition, and specific market
positioning.
BE KNOWN.

SALES
MISSION
Sustainably grow revenue from
new & existing accounts by 3 in
2012, while simultaneously
improving margin per project and
selling projects we can actually
deliver.
GROW THE BUSINESS.

ACTIVITY LEAD
Jack Welsh

ACTIVITY LEAD
Bill Gates

CORE ACTIVITIES
Brand definition &
communication
Product/Project pricing
Communications & advertising
Business development

CORE ACTIVITIES
Lead generation
Lead qualification
Managing proposals/bids
Negotiate terms

CHANNEL MANAGEMENT
MISSION
Support revenue growth through
positioning-aligned partnerships
with digital agencies, system
integrators, and government
players. WIN-WIN PARTNERSHIP.
ACTIVITY LEAD
Bob the Frog
CORE ACTIVITIES
Partner selection
Partner training
Integrated sales mgmt and
pitching
Ownership of terms of
engagement

SALES MANAGEMENT
MISSION
Ensure that the sales team works
efficiently and partners effectively
with other internal groups,
customers, channel partners, and
mgmt/board to deliver sustainable
growth. SUSTAINABLE SALES.
ACTIVITY LEAD
Selena Sol
CORE ACTIVITIES
Sales force automation (CRM)
Management reporting
Sales Team sourcing, training, and
operational management
Support invoicing and collections

CUSTOMER POSITIONING STATEMENT

Our customers can be large or small, serve clients anywhere around the
globe, and can be young or mature.
However, because of our market positioning, an ideal customer will have
the following characteristics, which make us attractive as a business
partner:
Already appreciate the value of investing in premium security solutions
They should be positioned as premium brands themselves, and prioritize
protecting and extending those brands
The product were building with them should
be a strategic investment for them, not a
campaign theyll throw away in 3 months.
As a result of the above characteristics, they
will not be price sensitive

MARKET POSITIONING
Differentiation
Point
US
2016
Competitor
D

Competitor
A

Differentiation
Point

Differentiation
Point
US
2012
Competitor
E

Competitor
C

Differentiation
Point

Competitor
B

PRICING

Removed from Deck

CHANNEL / DISTRIBUTION PLAN

CHANNEL PARTNER POSITIONING STATEMENT
We have a very small internal sales team and, as such, Channel Partners, and the selection
and cultivation of the right Channel Partners, are critical to the success of the firm. Selecting
the right Channel Partners requires identifying Channel candidates where there is a clear winwin synergy between firms, where both firms target the same group of customers, and where
competitive pressures are minimal.
CHANNEL PARTNERS
PARTNER

STATE

IMPORT

CHANNEL PLAN (ACTION ITEMS)

Partner 1
Partner 2
Partner 5
Partner 6
Partner 7
Partner 8

DELIVERY PARTNERS
PARTNER
Partner 1
Partner 2

STATE

IMPORT

PLAN (ACTION ITEMS)

PIPELINE

Click here to access Pipeline

(hyperlink removed)