How to Use the Organization Map in Your Customer Relationship Strategy

How to Use the Organization Map in Your
Customer Relationship Strategy
May 10, 2011
Presented and Produced by: The Outsourcing Institute
Today’s Speakers
Tony Mataya
Managing Partner
ThinkSolutions, Inc.
Ken Evans
Managing Partner
Critical Path Strategies, Inc.
Peggy Besand
Principal
Critical Path Strategies, Inc.
2
Perceived Sales Outsourcing Risks
Known/unknown
High up-front costs
Operational risks
Time-to-market performance
Information security and privacy
Reputational risk of third parties handling customers
Geography/culture/language
Unintended consequences
Excessive management overhead
Loss of contact with customers
Loss of day-to-day control
3
Strategy Management Focus
Perspective
a unique view of the selling environment
Planning
a rigorous approach to creating an optimal strategy
Relationship
creation of relationships in preparation for a win-win
Action
a relentless accountability to accomplishing key milestones
4
Today’s Focus: Ensuring Client Alignment
CPS Account Management Execution Model
5
CPS Process and Design
Critical thinking enables…
Analysis
Team-building
Back-up
Validation with client
Brainstorming the possible
Major strategy update
Summary documents provide for…
Team communications
Actionable updates
Sales calls
Management reviews
Coaching conversations
6
Customer Relationship Gap Assessment
Objective
Determine your key initiatives to achieve the desired future
state of the customer relationship
Process
Document the current state and the desired future state of the
relationship with your customer
Identify key initiatives which, when accomplished, will close
the gap and help you achieve your extraordinary goal
Value
Ensure that your activities are aligned to achieving the desired
future state of the customer relationship
7
Solution and Relationship Selling
Traditional Selling
Selling in Today’s Marketplace
One-to-One
Team-to-Team
8
Customer Relationship Gap Assessment
1
5/1/XX
• Great working relationship with Bill
Walker, VP Logistics COE
• Division executives aware of
manufacturing capabilities
• Division executives not convinced of
the integrated value we deliver
• Some key users and influencers are
not our supporters
One year from now
2
5/1/YY
• Fabulous track record in mobile has
led us to executive-level relationships
in all three operating divisions
• Fully integrated project underway in
one division
• Consulting relationship extended due
3
• Get Bill Walker to sponsor an
executive briefing on logistics project
with the division execs
• Schedule discussions with external
customer references for division
executives
to strong performance on budget,
milestones, and KPIs
• Conduct campaign for key users and
• Key users become our references
• Schedule our team for exploratory site
managers
visits
• Host an executive planning session
• Focus effort on mobile opportunity
while generating enthusiasm for
possible sales to other divisions
9
Customer Relationship Gap Assessment
DEBRIEF
Does the current state describe your relationship with the
customer as they would describe the relationship? Have you
considered all perspectives of the business, e.g., technology,
finance, sales, marketing?
Does the future state articulate the level of relationship required
to achieve your extraordinary goal?
Do the key initiatives represent actions your team will take in
order to close the gap? Will they help to establish a “trusted”
relationship with key customer executives?
10
Organization Map
How can your understanding of the
customer’s organization help you win?
Have you considered how to best utilize
your “inside the customer” selling
resources?
11
Organization Map
Objective
Gain insight into the decision-making process
Process
Create a “map” of the decision-making interrelationships.
Utilize your entire network of selling resources to deliver
powerful messages to your customer executives
Value
Improve your ability to identify customer roles, gain needed
support and overcome resistance in the customer organization
12
How the Decision Process Really Works
Traditional Hierarchies
Traditional Hierarchies
Organizational Networks
Organizational Networks
13
Source: Cross, Rob, 2006 “How The Office Really Works.” Fortune Magazine, June 12, p. 118.
Determine Buyer Roles
High
Key User/Influencer
Decision-Maker
Involvement
Key User/Influencer
C
Champion
G
Gatekeeper
A
Analyst
Approver
Low
Low
High
Authority/Responsibility
14
Organization Map
Customer
4
PR Electronics
INTERNAL CUSTOMER INFLUENCERS
APPROVERS
Jim Long
VP R&D COE
Jonathon Brown
HR
John Baker
COO
Susan Manske
CFO
=
─
=
─
3
1
Sam Malek
IT
EXTERNAL CUSTOMER INFLUENCERS
Nick Tyson
Sales Manager
GCM
Jerry Gold
VP Procurement
Best Buy
Tim Mitchell
Account Mgr
GCM
Andrew Franklin
Industry
Consultant
Joan Jacobs
Engagement
Mgr-GCM
Chris Vasquez
Dir, Human
Resources-GCM
DECISION-MAKERS
Sara Smalling
Marketing
Charles Cantrell
Sr VP, HH
Appliance
Thomas Stone
Sr VP, Mobile
Comm
Peter Griffin
Sr VP, Digital
Displays
=
?
=
=
KEY USERS
Bill Walker
VP Logistics
COE
C
+
Kathryn Ventura
Product Mgr
=
Kevin Watkins
Director
Manufacturing
G
─
Michael Lyons
Dir Supply
Chain Mgmt
A
+
2
15
Key Customer Executive Relationship Plan
Customer
4
PR Electronics
INTERNAL CUSTOMER INFLUENCERS
APPROVERS
Jim Long
VP R&D COE
Jonathon Brown
HR
John Baker
COO
Susan Manske
CFO
=
─
=
─
3
1
Sam Malek
IT
EXTERNAL CUSTOMER INFLUENCERS
Nick Tyson
Sales Manager
GCM
Jerry Gold
VP Procurement
Best Buy
Tim Mitchell
Account Mgr
GCM
Andrew Franklin
Industry
Consultant
Joan Jacobs
Engagement
Mgr-GCM
Chris Vasquez
Dir, Human
Resources-GCM
DECISION-MAKERS
Sara Smalling
Marketing
Charles Cantrell
Sr VP, HH
Appliance
Thomas Stone
Sr VP, Mobile
Comm
Peter Griffin
Sr VP, Digital
Displays
=
?
=
=
KEY USERS
Bill Walker
VP Logistics
COE
C
+
Kathryn Ventura
Product Mgr
=
Kevin Watkins
Director
Manufacturing
G
─
Michael Lyons
Dir Supply
Chain Mgmt
A
+
2
16
Key Customer Executive Relationship Plan
4
1
John Baker, Chief Operating Officer
2
3
=
Nick Tyson, Sales Manager
Tim Mitchell, Account Mgr
We are a strategic component of our clients’ value chain, & invest with our clients for mutual success.
─
Nick Tyson, Sales Manager Tim Mitchell, Account Mgr
Susan Manske, Chief Financial Officer
Our global capabilities not only help reduce operating costs & preserve capital, they also position our clients for scalable growth.
=
Thomas Stone, Senior VP, Mobile Communications
Tim Mitchell, Account Mgr
Nick Tyson, Sales Manager
Our low-cost manufacturing services can help you improve the profitability of your division.
=
Tim Mitchell, Account Mgr
Joan Jacobs, Engmt Mgr
Kathryn Ventura, Product Manager
Our industry experience & global assets will support a rapid roll-out & provide sustainable customer support.
─
Nick Tyson, Sales Manager Joan Jacobs, Engmt Mgr
Kevin Watkins, Director Manufacturing
Our state-of-the-art manufacturing systems can help you extend your existing capabilities.
Bill Walker, VP Logistics Center of Excellence
+
Joan Jacobs, Engmt Mgr
Tim Mitchell, Account Mgr
Our logistics talent & experience allow our clients to leverage industry-leading best practices.
Jonathon Brown, Director, Human Resources
─
Chris Vasquez, Dir, HR
Tim Mitchell, Account Mgr
Our company is rated as one of the top places to have a career.
17
Organization Map /
Key Customer Executive Relationship Plan
DEBRIEF
Does the Organization Map outline the most important
approvers, decision-makers, key users, and internal and external
influencers relative to this opportunity?
What is your line of influence to each of these individuals? Who
will be responsible for the relationship?
Does the plan leverage resources outside your company to win?
Are there creative ways to use “inside the customer” resources to
deliver your message?
Do you have a plan to validate the Organization Map with the
customer?
What is the appropriate message and metric for each key
customer?
18
CPS Practice
Sales Consulting
Sales Team Development
Chief Sales Officer Agenda
Strategic Account Management
Sales Process Optimization
Territory Management
Account Management Execution
Account Planning
Value Message Alignment
Sales Call Clinic
Executive Planning Sessions
Professional Sales Training
Relationship Management
Pipeline Management
Leadership Coaching
Leadership Development
Supported by formal or on-demand coaching and metrics/measurements
CPS provides customization/personalization of all our offerings to ensure seamless
integration into the client organization
Delivery via on-site facilitation, train the trainer, e-learning, coaching (in-person or telephonic)
19
CPS Resources
www.criticalpathstrategies.com
20
ThinkSolutions Services Overview
• Strategy
Development
• Strategic
Consulting
• Sourcing
Consulting
• Executive
Education
• Training
• Sourcing Process •
Consulting
• Supplier
•
Recommendation
• RFI/RFP Dev.
•
• Project Mgmt.
Client
Business
Strategy
Sourcing
Strategy
Supplier
Go To
Market
Strategy
Identify
Opportunity
• Market
Analysis
• Strategic
Consulting
• Communicate •
Opportunities
• Opportunity •
•
Evaluation
• Sales Support
• Training
Sourcing
•
Process Mgmt.
Supplier
•
Evaluation
Training
•
Negotiations •
Strategy
•
Lead/Support •
Negotiations
Contract Dev. •
Support
Transition Planning • Dispute
• Sourcing Process
Project Mgmt.
Resolution
Consulting
Governance
• Governance • Sourcing Strategy
Implementation
• Change Mgmt.
Dispute Resolution
Data
Collection, Selection,
Negotiation
Identify
RFI/RFP or
Suppliers
Other
Initiate
Pursuit
Team
Respond,
Negotiation
Develop
Solution
•
Sourcing
Process
•
Consulting
RFI/RFP
Response Dev. •
• Training
Sourcing Process •
Consulting
Sales Support
Training
•
Transition/
Transform
Transition/
Transform
Governance
Delivery,
Account
Growth
Renew
• Sales Support
Negotiations • Transition Planning • Dispute
• Dispute Resolution
Resolution
Strategy
• Account Mgmt.
Lead/Support
• Change Mgmt.
Negotiations
Contract Dev.
Support
ThinkSolutions adds value throughout the sourcing cycle
21
Renegotiate
Copyright 2011 ThinkSolutions, Inc.
How Can We Help You?
Feel free to direct any questions or inquiries to:
Tony Mataya
Managing Partner
ThinkSolutions, Inc.
713.775.2461 (U.S)
+52.55.4467.1376 (Mexico)
tony.mataya@thinksolutions.net
www.thinksolutions.net
Page 22
Ken Evans
Managing Partner
Critical Path Strategies, Inc.
830.249.1977
kevans@cpstrategy.com
www.criticalpathstrategies.com
Peggy Besand
Principal
Critical Path Strategies, Inc.
512.382.7792
pbesand@cpstrategy.com
www.criticalpathstrategies.com
Copyright 2011
ThinkSolutions, Inc.
The Outsourcing Institute
Gateway to the Outsourcing Marketplace
Located at outsourcing.com
Trends, Best Practices, Case Studies
Training Through OI University
Outsourcing RFP Builder Software and Related Tools
Outsourcing Jobs and Recruiting Services Through CMS Inc.
Local, Intimate and Interactive Outsourcing Road Shows Coming
to a City Near You
Sponsorship and Business Development Opportunities
For more information contact us at:
info@outsourcing.com or 516-279-6850 ext. 712
Outsourcing Institute Local 'Road Show' Events
Los Angeles / Southern California & New York
"Executive Insights: Enhancing Results Through
Innovation in Outsourcing"
The road show events will link buyers, providers and advisors of
outsourcing services in collaborative, learning environments.
Attendees will discover how innovation creates incentives that
encourage providers to deliver value beyond price. They'll hear
case studies from seasoned players navigating a maturing
industry. They'll see how a geographically diversified portfolio of
offshore, near-shore and domestic providers can help manage
risk and aid in continuity planning.
Roadshow Locations:
Los Angeles/Southern California – May 20, 2011
New York – June 9, 2011
To Register: www.outsourcing.com/roadshow
To learn more about the road shows, visit
outsourcing.com/roadshow
For more information contact us at:
info@outsourcing.com or 516-279-6850 ext. 712
Thank you for joining “How to Use the Organization
Map in Your Customer Relationship Strategy.”
Tony Mataya
Managing Partner
ThinkSolutions, Inc.
Ken Evans
Managing Partner
Critical Path Strategies, Inc.
Peggy Besand
Principal
Critical Path Strategies, Inc.
This webinar was hosted by Critical Path Strategies, Inc. in conjunction with
The Outsourcing Institute at outsourcing.com.
25