GE Capital Global Holdings LLC NT
GE Capital Global Holdings LLC NT — GE Capital — Commercial Excellence: Using Data to Drive Growth webinar (September 2014)
23 slides from GE Capital Global Holdings LLC NT's conference presentation, Sep 30, 2014
Slide 1: Commercial Excellence: Using Data to Drive Growth
Commercial Excellence Using Data to Drive Growth Tuesday, September 30, at 2:00 PM EDT Dial-in Info: 1-888-634-4837 Conference ID 88455134 Thanks for joining us! The webinar will begin shortly
Slide 2: Access GE
Access GE Sharing what we do and what we learned Digital Solutions Live & On Demand Webinars Multi-Customer Summits One-on-One Engagements
Slide 3: Disclosure Statement
Disclosure Statement This webcast is for information purposes only and is not intended as an offer, solicitation, or recommendation for the purchase or sale of a financial instrument or to effect a transaction. The information contained within this webcast has been obtained from and is based upon so
Slide 4: Today's Speakers
Today’s Speakers: Eric Johnson Rich Blase VP, Commercial Excellence, Access GE Commercial Sales Force Effectiveness Excellence Leader, GE Capital GE Capital eric.a.johnson@ge.com richard.blase@ge.com Imagination at work.
Slide 5: The Commercial Dilemma…
The Commercial Dilemma… Questions from the Chief Commercial Officer… • The market dynamics are continuously changing and getting faster…are our pipeline metrics keeping up? • We talk about deals…do we talk about the state of our commercial process & people? • We measure everything… are the metrics c
Slide 6: Drive commercial consistency in 3 key areas
Drive commercial consistency in 3 key areas... Customer 360 - Know Cover the Targeted Drive Sales the Account Market & Close Productivity •One commercial view •Focus sales activity on •Simplify, simplify, of the Client (in CRM) accounts that matter simplify… • Meeting & Oppty entry •Client info •Opp
Slide 7: Improve capabilities & drive performance
Improve capabilities & drive performance Sales 3.0 “mobile & social” Sales 2.0 • Mobile enterprise Sales 1.0 “activation” • Internal social network “process + analytics” • Marketing workflow • External social graph • Lead Generation • Marketing ROI • External client communities • Account prioritizat
Slide 8: Commercial Excellence Process
Commercial Excellence Process Complete & Accurate Databases AE Capability Account & Motivation Prioritization Conversion Deployment Market Coverage GE Proprietary Information
Slide 9: Sales 1.0: The Basics
Sales 1.0: The Basics Prioritize Cover Perform 9
Slide 10: Understanding the Market and Where we Succeed
Understanding the Market and Where we Succeed Total Available Market, Served Available Market, Target Market TAM – how big is the universe? Total Available Market Served Available Market Target Market SAM – how many can I reach in my sales channel? Target Market – who are my Source: Wikipedia most l
Slide 11: An Example of a Marketing Map
An Example of a Marketing Map Market Map – CapEx Distro by Sub-Sector & Collateral Tops Down Industry Assessment Database: • 1,147 T1/T2 • 7,598 T3/T4 11 11 GE Title or job number 9/30/2014 GE Proprietary Information
Slide 12: Reps are the KEY to prioritization
Reps are the KEY to prioritization Find the Star Reps Model what they do Educate the other reps • In db > 5+ years • Good reps drive conversion • All reps can see prioritization • Have covered ALL accounts • Model aligns via conversion • Prioritization simulates “Good” tier • Know their customers •
Slide 13: What is Your Ideal Customer?
What is Your Ideal Customer? • Sales and Marketing came up with 14 customer attributes • Ran them against 35,000 customer data points • Established a statistical profile of our customers using binary logistic regression • Identified 6 critical Xs Let the science do the work 13 13 GE Title or job num
Slide 14: Prioritization: Focusing the Sales & Marketing Teams
Prioritization: Focusing the Sales & Marketing Teams Prospect MATHEMATICAL Universe FORMULA Prioritized Database 130,000 1 Top 30% 2 3x more likely to 3 High fund than median 4 Decile Probability To 5 Fund Score 6 7 Medium 8 9 10 Low 0 1 2 3 4 5 6 7 Probability to Fund 14 14 GE Title or job number 9
Slide 15: Prioritization is Key to Commercial Success
Prioritization is Key to Commercial Success Not all databases are equal Smith Jones Volume budget $30MM $30MM Total number of accounts 350 350 Number of T1/T2 Accounts 100 50 Total PCAPEX opportunity $5B $1B Probability to Fund score 14% 7% T1/T2 Coverage 34% 86% What should we do? 15 15 GE Title or
Slide 16: Bringing it all together …
Bringing it all together … 3 Territory Optimization 2 Database 4 Operationalize Prioritization Process 5 Channel 1 Customer Alignment Profiling Sales (Top 3 Deciles) Marketing (Bottom 7 Deciles) 16 16 GE Title or job number 9/30/2014 GE Proprietary Information
Slide 17: How we monitor performance
How we monitor performance 17
Slide 18: Performance… What to Focus on with Sales Teams
Performance… What to Focus on with Sales Teams Rep productivity framework A transparent metric Q2 Q1 % reps in Q1 & Q2 All Sales leaders should be able to Q4 Q3 access this breakdown 18 18 GE Title or job number 9/30/2014 GE Proprietary Information
Slide 19: Assessing rep performance
Assessing rep performance 19 GE Proprietary Information
Slide 20: Putting analytics into action …
Putting analytics into action … 20
Slide 21: Changing Discussions with Sales Reps
Changing Discussions with Sales Reps E.g. Joe Friday –Time in role <1 yr Focused on Account Coverage Identified opportunities Cover my accounts & Delivered Results Highest priority first T1 T2 T3 21 21 GE Capital A&NZ 2012 9/30/2014 GE Proprietary Information
Slide 22: What we have learned
What we have learned • A simple, transparent commercial strategy is critical • Account prioritization/classification, Market Coverage and Performance are key • Prioritization won’t be perfect the first time … but create an on- going process to gather data and continually refine • Keep CRM tool simpl
Slide 23: Questions
Questions: Eric Johnson Rich Blase VP, Commercial Excellence, Access GE Commercial Sales Force Effectiveness Excellence Leader, GE Capital GE Capital eric.a.johnson@ge.com richard.blase@ge.com Imagination at work.
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