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New Business Development Playbook
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BUSINESS DEVELOPMENT PLAYBOOK
JOB DESCRIPTION
HEAD OF BUSINESS DEVELOPMENT
"The successful candidate will be accountable for building the strategic plan for the Business Development team and leading the day to day operations of the team ensuring the unit delivers against their financial and strategic commitments."
GUIDING PRINCIPLES
Decisions we make have the customer at the center of it.
PRINCIPLES AND CULTURE
Optimizing our people's time with the right planning, rigor /discipline and coaching.
CULTURE
FOSTERING A CULTURE OF...
EMPOWERMENT
COLLABORATION
ACCOUNTABILITY
ENABLERS
"Leading the day to day operations of the team ensuring the unit delivers against their financial and strategic commitments."
ENABLED BY...
- Coaching to Goals and Daily Imperatives
- Coaching Through Deal Stage Sales Management Process (SMP)
Coaching to Goals and Daily Imperatives ...
1. Individual Strategy Plans
2. Weekly / Bi-Weekly Coaching Calls
3. Quarterly Business Reviews
GOALS & DAILY IMPERATIVES
4. Travel Days
5. Weekly Team Huddles
6. People Development and Succession Planning
Individual Strategy Plans
The Foundation... Individual Strategy Plans
KPI Metric Timeline
Goals
The What = Goals
Example:
- Sales
- Pipeline
- Deal Signings
ex. Pipeline 10% Monthly
Growth
20 Mile March
ex. Customer 7 Weekly
Meetings
The How = Daily Imperatives / 20 Mile March
Example:
- Customer Meetings
- Proposals
- Executive Calls
Before publishing yearly individual strategy plan manager coaches using SMART (specific, measurable, achievable, realistic, timely)
Weekly / Bi-Weekly Coaching Calls
Weekly and Bi-Weekly Coaching Calls ...
Managing the How
Action and Owner Management
20 Mile March
Sales Force Reports
Workback Schedules
QUARTERLY BUSINESS REVIEWS (QBR'S) ... MANAGING THE WHAT
Quarterly Business Reviews
- Sales To Date... Review, Discuss, Action
- Pipeline To Date... Review, Discuss, Action
- Forecast To Date... Review, Discuss, Action
- Help Needed
- Test Progression of Goals
- Collaborate as an internal team
- Align on Path Forward
TRAVEL DAYS
TRAVEL
DAYS
- Player Coach
- Executive Relationships
- Sales Strategy
- Efficiency and Effectiveness
- Learning and Development
- Best Practice Discovery
WEEKLY TEAM HUDDLES
- Best Practice Sharing
- Internal Key Stakeholder Communication
- Updates
- Housekeeping
PEOPLE DEVELOPMENT AND SUCCESSION PLANNING
PEOPLE DEVELOPMENT AND SUCCESSION PLANNING
- Personal development plans (PDP's)
- Personal Evaluation Plans (PEP's)
- Nine Box Grids
- Mentor-ship and Leadership Training
COACHING THROUGH DEAL STAGE SALES MANAGEMENT PROCESS (SMP)
The Foundation... The Deal Stages
THE DEAL STAGES
DEAL STAGES
Ex. Suspect ID Qualification Alignment H.I. Activity Present Proposal Closing
- Research
- Value Propositions
- Customer Contact
- Business terms and T's & C's
- Discovery Meetings
- Present back business case with customer KPI's
- Alignment on Customer Success Criteria / KPI's
- Customer Coach Identified
- Internal Alignment
- Proving Customer KPI's ex. Site Visit, Demo
Key Customer Questions and Key Activities Unique to Each Deal Stage
Suspect ID Qualification Alignment H.I. Activity Present Proposal Closing
Deal Review
Work Back Schedule
Account Plan
Opportunity Plan
Strategy Review
Cross Check
Account Plan (LE Focus)
The Purpose = Incubate Account Penetration Strategy
The Ingredients = example: Market trends, business challenges, customer goals, and critical success factors (CSF's), SWOT
The Output =
Customer Action Document
WE Strength Customer Goal/CSF Customer Opportunity WE Owner Customer Target Timing
Cross Check (SMB Focus)
- Discovery Meeting Tool
- Coaching Tool
WHY NOW?
WHY CHANGE?
- What is compelling the change?
- What are the consequences?
- Customer business drivers
- Customer goals
WHY US?
- WE unique business value (UBV)
- WE case studies
- WE customer testimonials
Opportunity Plan
The Purpose = Test win themes
Internal Alignment
The Ingredients = example: Opportunity profile, compelling event, decision making criteria and process
The Output =
Customer Action Document
Key Obstacle Key Strategy WE Owner Customer Target Timing
Strategy Review
The Purpose = GO NO GO GATE
The Ingredients = Field recommendation, background, opportunity, win strategies, risk/risk mitigation, the ask (resources, expenditures), next steps
The Output = Decision to proceed to High Impact (H.I) activity.
Deal Review
The Purpose = P & L Review to maximize revenue and minimize financial risk
The Output = Finalize packaging to customer, collaboration with Partnership Team
Work Back Schedule
- Key milestones & timing
- Co-Authorship with customer coach
- Regular cadence
- Escalation path
"Accountable for building the strategic plan for the Business Development team."
DELIVERED THROUGH...
BUSINESS DEVELOPMENT TEAM
SALES STRATEGY
SALES STRUCTURE
PEOPLE
ENABLERS
STRATEGY
SALES STRATEGY
Understanding Customer Needs
STRENGTHS
OPPORTUNITIES
- Sector and market trends (head winds/ tail winds)
- What customers want to buy today and tomorrow
- How customers want to buy
- Competitive landscape
THREATS
WEAKNESSES
QUESTION MARKS
STARS
High
Market Growth Rate
DOGS
CASH COWS
Low
High
Market Share
STRUCTURE
SALES STRUCTURE
Align Coverage to Best Serve Customer Needs
- Organizational Design
example: Outside sales / inside sales / sales support
- Coverage Mapping
example: Geographical / billing vs. non billing accounts / SMB vs. LE / vertical expertise
PEOPLE
Building Great Teams
- Right people in the seats
- Talent pool? Internal vs. External
- Robust job descriptions
PEOPLE
ENABLERS
Enabling Great Teams
ENABLERS
- Compensation - Base vs. Upside
- Learning & development - Referral selling, objection handling
- Systems and tools - Salesforce, LinkedIn
- Sales Management Process (SMP)