Competitive Intelligence Best Practices

							Competitive Intelligence Best Practices


Matt Bennetti, salesforce.com
Cathy Bensink, Tandberg
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                                                                                                                                        2
Matt Bennetti
Senior Product Marketing Manager
mbennetti@salesforce.com




                                   3
Agenda
 Salesforce.com: Overview of Competitive
  Intelligence Best Practices
   Why? Where? When? How? What?
 Tandberg: Improving Competitive Win Rates Using
  Salesforce.com
 Closing




                                                    4
Why Track Competitive Information?
 Understand key strengths and weaknesses in your
  product or service
 Understand where to focus training resources and
  create support tools
 Improve Sales Effectiveness
 Improve Marketing Effectiveness
 Take market share away from
  competitors




                                                     5
Where do I track Competitive Information?
Opportunity Level
    Custom Fields: Primary Competitor, Reason For
     Loss, Current Competitive Status




                                                     6
When do I Track Competitive Information?
During the Deal
    Alert managers to “at risk” deals
    Deliver timely competitive
     Information to sales
    Keep competitive intel up to date
    Create FUD about competitors in
     the mind of prospects

After the Deal
    Identify successful sales strategies
    Required fields to track reasons for loss
    Evaluate competitive trends/win rates



                                                 7
How Can I Make Competitive Intel Available?

 Scale: Empower Sales to research competitors
 Docs tab enables security on sensitive information




                                                       8
How Do I Improve Competitive Visibility?
 Dashboards and reports: improve strategic insight
 Identify pipeline trends
 Find key wins and losses for review




                                                      9
What Benefits Will I Get?
 Track wins against competitors and share effective
  sales tactics globally
 Examine losses and share product/service
  deficiencies to improve company competitiveness
 Track win rates versus individual competitors and
  pipeline presence to identify trends and make
  strategic decisions
 Track sales performance versus competitors and
  train more effectively



                                                       10
Recommendations
 Start simple, with clearly defined goals
 Embed competitive strategy into sales methodology
 Analyze wins and losses
 Deliver strategic feedback to the line of business
    Sales
    Product Management/Engineering
    Marketing




                                                       11
Tandberg – Video Conference Leaders
From our roots as a Norwegian radio factory and a pioneer of videoconferencing
technology, TANDBERG is now a global leader in the communication industry.

Videoconferencing is part of a $4-5 billion dollar real-time collaboration market that
includes audio, video, and web conferencing products and services.

TANDBERG’s current market share for Endpoints Globally is 37%

  Key Salesforce.com Statistics:

     400 Users Globally
     Enterprise Edition
     Started in May 2002 in the Americas – 2003 Asia Pacific & 2004 EMEA
     Operate as 3 separate theaters




                                                                                         12
Business Challenge
Increase Tandberg’s Market Share

 Attack Competitor Dominated Accounts

 Improve Our Strategic Selling Processes

 Extract Best Practices from our Wins

 Deeper Pipeline Analysis




                                            13
1. Attack Our Competition’s Accounts
Solution: Cornerstone Territory Planning
   Formalize territory planning process by targeting companies with + $500
    Million Dollars a year in sales
   Account Managers Vote on 30 accounts they are not working on, and
    answer basic sales profiling questions
   Profiling information drives sales strategy, planning, and tracking




Profile Information
worksheet includes
competitive information




                                                                              14
2. Improve our Strategic Selling Process
 Solution: Imbed Sales Strategy In Salesforce.com
    Account Managers focus 10 of the 30 “Cornerstone” choices in SFDC
        Hoovers data services to help with Account research
        Strategic Account planning with Sales Management
        Targeted Marketing Campaigns
    Implemented Sales training, coaching and methodology
    Customize account page layout to reflect sales methodology



Competitive
information tracked
on the Account detail




                                                                         15
3. Extract Best Practices from Wins
Solution: Marketing Reference Database Custom Object
    Why did the customer choose Tandberg?
    What product is purchased?
    Who was the competition?
    Deal Size, Vertical Market, Application, Partner
    Length of time to close the deal
    References:




                                                        16
4. Deeper Pipeline Analysis
Win/Loss Analysis                         Americas Closed Won YTD FY06 by Industry


   Where is our “sweet spot” for
    wins? (i.e. number of employees,
    annual revenue)                    Education                          Services


                                       Healthcare                         Government
    Where can we improve?              Manufacturing                      Bankings & Financial


                                       Other                              Oil & Gas - Energy
    Top 100 Accounts that make up      Telecommunications                 TANDBERG Partner

    verticals where we are strong      Defence                            Insurance
                                       Public Safety - First Responders   Public Safety - Judicial - Police

   Review pipeline to determine
    deals we are working on and
    how to move them up through
    the pipeline.
   Future marketing investments –
    where should we be spending
    marketing dollars?




                                                                                                              17
Recommendations
 Integrate competitive strategy with selling methodology
 Involve sales teams in targeting process
 Join multiple department forces to attack the competition
 Competitive data valuable for marketing teams to
  determine success rates
 Deliver Timely sales collateral:
    Market references, white papers, references available via views
 Formalized process for territory planning




                                                                       18
Next Steps
 Integrate Hoover’s (D&B) directly into salesforce.com
 Investment to be made to purchase Partner Portal
 Begin to report not only on AOP and cornerstone
  completion – but how many wins will result because of it.
 Plan our investments for our future around what we
  discovered in this process




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