Office (763)476-2216
Email - contact@wmg-mn.com
How Effective is your Sales and Marketing Organization
- A Self Assessment -
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Segment Definition and Targeting |
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Rate your company on a scale from:
5
(strong) to 1 (weak) |
1. |
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Customer segments are identified and clearly
defined and profiled. |
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2. |
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Customer segments are prioritized for revenue
potential. |
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3. |
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Customer segments are prioritized for sales
coverage. |
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4. |
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We understand how customers want to buy and their
key buying criteria. |
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5. |
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We know our current revenue for each segment. |
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6. |
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We know the revenue potential for each segment. |
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Subtotal (30 pts. max) |
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Sales Strategy |
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1. |
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We know the percent of our revenue we retain from
accounts year-to-year. |
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2. |
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We know what percent of our growth comes from
existing customers. |
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3. |
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We know what percent of our sales come from new
account growth. |
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4. |
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We can identify the components of growth by
customer segment. |
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5. |
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Action plans are in place to meet
sales objectives within target segments. |
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6. |
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We use Key Account Plans for major
accounts. |
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Subtotal (30 pts. max) |
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Channel Design and Selection |
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1. |
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The channels that provide the best access to our
target segments are identified. |
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2. |
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We regularly review each channel’s ROIs and the
respective channel strategy. |
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3. |
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Metrics and tools are in place to measure ongoing
channel performance on a regular basis. |
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4. |
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Rules of engagement for channel members are clear
and conflict is minimal. |
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5. |
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A strong correlation exists between compensation
to channel partners and their value-add. |
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Subtotal (25 pts. max) |
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Organization
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1. |
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Our sales and service coverage matches our
business and marketing strategy. |
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2. |
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We align the appropriate direct sales resource
with the appropriate accounts and target segments. |
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3. |
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Sales, service, and marketing jobs are clearly
defined and understood. |
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4. |
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We understand each job’s role as to customer
access, persuasion, and fulfillment. |
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5. |
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Our reporting structure makes sense. |
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Subtotal (25 pts. max) |
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Resource Utilization
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1. |
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We have deployed sales resources to optimally
cover each markets potential. |
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2. |
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Sales management has tools to determine headcount
based on existing and prospect accounts. |
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3. |
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We generally have the right resource working on
the right opportunity. |
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Subtotal (15 pts. max) |
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Performance Metrics and Tools |
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1. |
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We employ a set of tools to track performance to
sales plan. |
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2. |
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Our performance metrics provide accurate and
useful information. |
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3. |
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We can distinguish our growth components between
existing business and new business. |
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4. |
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Sales rep sales time vs. non-sales time is
measured. |
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Subtotal (20 pts. max) |
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Goals and Compensation |
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1. |
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Sales goals are established based on top-down
business goals and bottoms-up customer revenue opportunity. |
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2. |
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Sales managers do a good job in setting sales
representative’s quota. |
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3. |
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70% of sales representatives exceed quota
annually. |
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4. |
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Our compensation plan is directing
sales reps to our desired behaviors. |
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5. |
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Our compensation plans support our business
objectives and sales strategy. |
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Subtotal (25 pts. max) |
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Employee Management
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1. |
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We consistently attract the top sales talent in
our industry. |
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2. |
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Sales management is satisfied with recruiting
efforts across the organization. |
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3. |
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Sales management has a more influential
recruiting role than HR. |
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4. |
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We provide a clear an attractive career path for
our sales representatives. |
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5. |
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We identify staffing challenges early in a
person's career. |
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6. |
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Our training programs provide the appropriate mix
of standardization and customization sales and product
training based on the needs of individual sales
representatives. |
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Subtotal (30 pts. max) |
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Grand Total (200 points) |
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How Did you Do?
If your Grand Total is
Between 150 and 174 points - There are areas that can be improved
Less than 150 points - You have a problem with your marketing and sales
Over 175 points - You have an effective marketing and sales organization
About the Author: Ken Wilson: Strategist, marketing guru, educator, facilitator, author, university lecturer and consultant, he can be reached at ken@wmg-mn.com or 763-476-2216
Copyright ©2017 by Ken Wilson All rights reserved