STEP

Document Sample
STEP Powered By Docstoc
					                                                                                                                              COVAD CUSTOMER ENGAGEMENT PROCESS
          STEP                 TYPICAL ACTIVITIES                PARTICIPANTS                       TOOLS                                    GET                                 GIVE                                 GO
1.     Lead                   Marketing Programs               Marketing            Salesforce.com                          Sufficient contact information to    Reason to continue                 Raw lead information available
       Qualification &        Territory Plan                   Inside Sales         Ideal Customer Profile                   proceed                                                                  Agreement for 1st Appointment
       Prospecting                                                                                                             Uncover „real‟ objection to meet
                              Research the Lead                Sales                Prospecting QRG
                              Initial Interest Generation      Partners                Telesales Agency Script              Earn the right to continue
                              Set 1st Appointment                                       Account Rep Script
                                                                                         Handling Objections
2.     1st Appointment        Face-to-face meeting           Sales                    Salesforce.com                        Initial Understanding of             Initial positioning of             Deliberate decision from
                              Probe, listen, confirm         Partners                 Sales Collateral                       o Business Goals & Pain               vision/value proposition            customer to move to Discovery
                              Initial Discovery                                        Guide to 1st Appointment QRG           o Operational Pain                   Excitement and belief in the       Commitment to Consultative
                                                                                                                                o User Pain                           Covad value                         Process
                              Covad Overview                                           Pre-Qualification Datasheet
                                                                                                                                o Total Telecom Spend                Initial positioning of ROI         Agreement to have significant
                              Dashboard Demo                                           Demonstration Application                                                    Value Proposition                   influencers/decision makers
                              „Two Questions‟                                          Covad Acronyms & Terms QRG             o Lease Obligations                                                       participate in process
                                                                                                                                                                     Confidence in Covad ability to
                                                                                        Dashboard User‟s Guide                 o Impending Event                     deliver value
                                                                                        Credit Approval Form                  Is there an opportunity?             Testimonials
                                                                                                                               Sponsorship to proceed

3.     Discovery            Probe, listen, confirm           Sales                    Salesforce.com                        Deeper understanding of:             Reinforce mutual                   Confirmation of technical &
                            Face to face meetings            Sales Engineer           Guide to Discovery QRG                 o IT/Technical Environment            commitments                         business alignment
                            Executive Meetings               Partners                 ROI Data Collection                    o Financial information              Reinforced credibility through     Agreement to proceed to
                                                                                                                               Critical Requirements                 demonstration of                    solution design
                            Initial technical review                                   ICB Candidate Form                                                           competence, sincerity, and
                                                                                                                               Application Requirements                                                 Commitment of influencers
                            Assess product & service         As required:             Site Survey Form                                                             involvement                         and key decision makers to
                             needs for maximum ROI             o Sales Management       Customer Agreement/Contract           Competition and Alternatives         ROI Performance Analysis            participate in presentation of
                            Articulate the value              o Executives                                                    Completed ROI Data File              Copy of Customer Agreement          proposal/ business case
                             proposition(s)                                                                                    Commitment to proceed                Customer References
                            Reiterate „Two Questions‟

4.     Solution Design &      Assess the opportunity         Sales                    Salesforce.com                        Confirmation of value fit            Discovery findings to primary      Business Review Complete
       Proposal               Determine the win plan                                   Guide to Solution Design QRG          Clarity of purchasing process         contact                            Technical review complete
       Preparation                                            Sales Engineer
                              Detailed technical review      Partners                 Product Comparison Matrix             Specific implementation                                                  ROI review complete
                              Detailed ROI review                                      ROI Tool                               requirements                                                             Solution recommendation that
                              Process ICB issues             As required:             Quote Generator                       Satisfaction of ROI requirements                                          meets user needs and
                                                                                                                               Clarification of details                                                  technical requirements
                              Prepare solution diagram        o Sales Management       Price Lists
                                                                                                                               Meeting confirmation                                                     Confirmation of proposal
                              Prepare pricing &               o Executives                                                                                                                               presentation meeting
                               proposal                        o Product Marketing                                                                                                                       Completed proposal

5.     Proposal             Face to Face                     Sales                    Salesforce.com                        Customer agreement that this is      A proposal that: summarizes        Customer agrees to proceed
       Presentation         Reiterate „Two Questions‟                                  Guide to Proposal Presentation QRG     the best alternative                  needs, details solution,            with implementation
                                                              Sales Engineer
                                                                                                                               Commitment to proceed                 quantifies value, illustrates      Financial objectives met
                            Continue to differentiate        Partners                 Proposal Template                                                            unique capabilities, identifies
                             solution                                                   Objection QRG                                                                software and services pricing,
                            Quantify impact using            As required:                                                                                           and presents the “go forward”
                             ROI results                                                                                                                              plan to achieve value
                                                               o Sales Management
                            Build customer                                                                                                                          ROI Investment Analysis
                             consensus                         o Executives
                                                                                                                                                                     Testimonials
                            Objection Handling                                                                                                                      Competitive differentiation




     1/04                                                                                 Covad – Proprietary & Confidential
     Page 1 of 2
                                                                                                                       COVAD CUSTOMER ENGAGEMENT PROCESS
          STEP                  TYPICAL ACTIVITIES            PARTICIPANTS                       TOOLS                                GET                                 GIVE                              GO
6.     Close & Order           Contract Negotiations        Sales                Salesforce.com                      Agreement to license and other       Agreement to license and         Agreement to move forward
                               Signing of order             Inside Sales         Guide to Closing QRG                 terms and conditions                  other terms and conditions        with Covad Solution
                               Process order paperwork      Sales Engineer       Booking Package                     Copies of executed contract          Next steps in                    Complete „booking package‟
                                                                                                                        Signed documentation                  implementation/provisioning
                               Implementation               Sales Support           Customer Service Agreement                                              process
                                preparation                   Manager                 Quote Generator File             CPE Funding Source
                                                                                      Signed Quote                     Referrals
                                                           As required:              Credit Approval Form
                                                            o Sales Management        Activation Authorization Form
                                                            o Executives
                                                                                      Signed PO
                                                                                      Provisioning Request Form

7.     Project Delivery &    Implementation kickoff       Sales                Provisioning Documentation             Feedback                             Confidence in the delivery       Implementation complete and
       Management            Relationship hand-offs       Sales Support          Statement of Work                    o Relationship                        team                              customer satisfied
                             Hand-Off Meeting              Manager                Site Survey Form                     o Reference, Testimonial,            Affirmation that we will take
                                                           Customer Care                                                   Referral                           care of them
                                                                                   Specifications
                                                           Provisioning           Administrator‟s Guide
                                                           Engineering


8.     Expand Account        Continue to execute            Sales                Salesforce.com                      Additional up-sell and cross-sell    Continual building of trust
       Relationship           account plan                   Inside Sales                                               opportunities                         o Sincerity
                             Loop to step 3 or 4 as         Sales Engineer                                            Introductions to new buying           o Competence
                              needed                                                                                     groups                                o Involvement
                                                             Sales Support
                             Ask for referral                Manager                                                   ROI Case Study and Success
                             ROI validation                                                                             Story




     1/04                                                                             Covad – Proprietary & Confidential
     Page 2 of 2

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:23
posted:8/12/2011
language:English
pages:2