sales workforce transformation · §sales 관리자의coaching skill 개발 sales incentive plan...

© Copyright IBM Corporation 2007

Global Business Services

Sales Workforce Transformation :Sales People 육성을위한Business Value Selling Program

2007. 6. 13정철Human Capital Management

2

IBM Global Business Services


Agenda

§ Sales Workforce Transformation Overview

§ Initiative 1. Business Value Selling Program

§ Initiative 2. Sales Incentive Plan

§ Initiative 3. Sales Knowledge & Collaboration

§ Key Questions & Recommendation

3



B2B Sales market의양극화추세에대응하여전략적 Positioning과이에따른 Operational Model의정합성있는구축이요구되고있습니다.

시장트렌드

Gro

wth

Competitive Spectrum

Emerging Demand

Low Cost Transactional High Value Relationship

§ Reasonable levels of quality

§ Low Price / Single product

§ Focus upon scale / operating efficiency

§ High service levels

§ Higher margins / Multiple products

§ Sustainable differentiation via superior experience

Push Pull

Historical Demand

명확한전략적Positioning

+

Aligned Operational

Model

요구사항

4



경쟁력있는 B2B 영업조직은영업미션, 프로세스, 행동이변화하는시장환경에대응되는방향으로정렬되어있습니다.

Sales alignment is a transformational process

Market Mission Process Behavior Performance

Sales transformation Sales workforce transformation

§ 효과적인 Account Planning 및 Global Account Management

§ 관계중심마케팅중심(vs. transactional selling)

§ 집중적이고규율화된Opportunity Pipeline Management

§ 고객니즈, 전달되는가치에대한정교한이해

§ 시장세그먼트의상세한정의

§ Targeted Marketing

§ 가격변동에대한선행적대응및통제

§ 기대되는성과와연계된보상

§ 영업담당과영업관리자의명확한역할정의

§ 효과적인영업방법및접근방법에대한철저한공유

§ 영업생산성향상지원 Infra

Source: Best practice analysis of 100 top performing companies, IBM BCS 2002

5



효과적인 Sales Transformation을위해서는전략과연계된정합성있는B2B Sales 운영 Model의개발이필요합니다.

Sales Technology and Tools

Sales Organization

and Skills

Sales Process

Establish Buying Vision

Sales Knowledge & Collaboration

Sales Compensation

Sales Structure and

Roles

Sales Leadership &Competency Development

Close Sale

Define Solution

Understand Customer

Needs

Develop Account

Plan

Manage Relationship

Sales Management Performance

MeasurementSales

ForecastingSales

MethodPipeline

Management

Qualify Opportunity

Sales Strategy and

Planning

Partner / Channel

Management

Channel Strategy

Revenue / Coverage Planning

Customer Value

PropositionPricing / Profit Management

Personal Productivity Workbench

Enterprise Connectivity

SalesReporting and

Analytics

Sales Force

Automation

Org

aniz

atio

n Ch

ange

Man

agem

ent

Educ

atio

n D

evel

opm

ent a

nd D

eliv

ery

IBM Sales Transformation Framework

6



Sales Workforce Transformation은 Sales Transformation의필수전제조건입니다.

Workforce

Performance

Managem

entOrg

aniz

atio

n C

hang

e M

anag

emen

t

Sales Organization and Skills

Sales Process

Sales Management

Sales Strategy and Planning

SalesRole


Sales Compensation

SalesLeadership &Competency Development

Technology and Tools

Business Value Selling

§ 고성과영업에있어필요역량의규명

§ Sales People 역량개발

§ Sales 관리자의 Coaching Skill 개발

Sales Incentive Plan

§ 영업기대역할수행결과에대한 KPI 정의

§ 영업 KPI와연계된인센티브설계및운영

Sales Portal

§ 지속적인영업성과창출을위한영업관련정보의 On-demand 제공

§ 영업 People간 On-line Knowledge Sharing

Sales Workforce Transformation

7



B2B Sales 교육은영업전문가의역할변화를촉진할수있어야합니다.

Product Focus Consultative Focus

Sell to Implementer / Procurement

Sell to Decision Maker / C-suite executives

제품지식 Solution 중심접근

고객과고객비즈니스(산업)에대한이해고객에대한이해

가격중시 Value 중시

Selling Consulting

고객만족강조 고객 Loyalty 강조

고객니즈에제품을어떻게맞출것인가?

고객의비즈니스 Value를위해어떤 Solution이적합한가?

Business Value Selling Focus

8



또한영업관련주요정보, 필요역량, 지식, 협업방안등실제영업수행에필요한사항에대한종합적인학습기회를제공할수있어야합니다.

필요역량

Sales acumenRelationship skillsAccount planningSelling Value

필요지식

영업전략Solution고객에대한이해

협업/조언코칭/멘토링동료와의협업전문가조언능력개발가이드

Sales Professional

What do I need to know? What do I need to do?

Who can help me do it?How do I need to do it?

세일즈방법론

방법론(Methodology)도구(Tools)CRM

Business Value Selling Framework

9



B2B Sales 성과창출에핵심적으로요구되는역량을개발할수있도록해야합니다.

RELATIONSHIP MANAGEMENT

ACCOUNT PLANNING

SELLING VALUESALES ACUMEN

N

S

W E

Sales Acumen§ Call Model§ Qualification§ Financial Basics§ Sales Methodology

Account Planning§ Industry Knowledge§ Customer’s Business§ Our Company’s Strategy/Mission§ Who We Compete Against§ Lead Individuals and Teams

Relationship Management§ Customer Relationships§ Customer Satisfaction and Loyalty§ Negotiation

Selling Value§ Identifying Value§ Our Company’s Solutions for You§ Building the Business Case

Business Value Selling Key Agenda

10



B2B Sales Method/프로세스와연계되어구성되어야합니다.

ManagingMentoring for Profit

Managing for Performance

Business Value Selling for Sales Managers

Implementand Manage

Account

Negotiateand Close

IdentifyLead

Qualify and Research

Solution Exploration

Sales Method

Business Value Selling for Sales Professionals

Relationship Management

Account Planning

Selling Value

Sales Acumen

Account Planning

Business Value Selling Structure

11



영업업무특성을고려하여효율적으로운영될수있도록 e-Learning과사례실습중심오프라인교육을최적으로활용하는것이필요합니다.

e-Learning Learning Labs(오프라인)

Sales Tools & Activities(업무현장)

Get

ting

Star

ted

Com

plet

ion

현장에서 Sales Methodology 관련Tool을활용하여영업활동수행

Cycle 1: Understand Customer Needs§ Sales Acumen§ Account Planning

Cycle 2: Planning to Win§ Account Planning§ Relationship Management§ Selling Value

Quickview, simulator 등통해관련기본지식습득

팀학습(Collaboration)통한사례위주의경험학습

Business Value Selling 진행방식

12



Business Value Selling : e-Learning 예시ILLUSTRATIVE

§Overview: 전체내용구성및학습목표소개§Basic

: 주요내용에대한기본지식§Steps

: 단계별활동에대한상세설명§Recourses : 관련서적, 웹사이트등§Summary : 핵심포인트요약

Quick view

§팀원이현재직면한상황에대한해결방법선택

§What do you do?-제시된행동대안중선택§Tip

-주요점검사항이나체크포인트§ Pros & Cons

-선택한행동대안의결과의장단점에대한설명

Simulator

13



Business Value Selling : Learning Lab예시

고객사비즈니스현황

고객 Profile

고객사조직도

고객사의사결정계획

Challenges

§고객사의비즈니스현황및이슈- Profit, Revenue, Cost 관련재무정보-고객사사업관련주요이슈

§역할연기에참여하는고객사주요역할수행자의 Profile : 고객이름, 직급, 나이, 경력현황, 담당업무, 소유하고있는차량종류, 취미, 스포츠클럽멤버십, 관심사, 관련소문, 이전직장경험, 출신학교, 인맥관계등

§현조직도§조직개편후조직도

§진행중인사업관련주요의사결정시기및방법

§Call 진행시영업담당에게고객이제시가능한도전적질문리스트

고객조직도

고객Account Plan

ILLUSTRATIVE사례실습을위한사전제시정보

14



Business Value Selling : Learning Lab예시 (계속)

실습진행방식소개

고객역할수행자교육

실습준비

실습진행

피드백

평가

§영업실습자및고객역할수행자대상으로영업실습목적, 실습시간배정, 피드백및평가방법소개

§주요학습내용소개, 고객역할, 실습시주의사항, 피드백방법교육

§영업실습자 : 배포된사례내용을중심으로실습목적, 주요질문 Agenda (니즈파악을통한영업기회발굴) 준비§고객역할수행자 : 배포된사례숙지

-비즈니스이슈, 니즈, 의사결정프로세스, 영업실습자에대한선호도, 가능한 Objection

§영업실습자와고객역할수행자의역할연기수행

§진행결과및스킬장/단점피드백

§우수영업실습자선정

ILLUSTRATIVE

15



Business Value Selling : Learning Lab예시 (계속)

Call Session2(C-Level/경영층미팅실습)

Call Session 1(CEO 미팅실습)

Case Study-Checkpoint

Workshop2 (시간관리)

Call Taker(실제고객역할을해주실분) 준비교육*

저녁

Workshop1 (비즈니스케이스준비)

10:00

09:00

08:00

07:00

06:00

05:00

04:00

03:00

02:00

01:00

12:00

11:00

10:00

09:00

시간

Call Practice 준비 (학습자들자체준비)

Call Session 4(영업관리자와의미팅)Managing Competition (경쟁사관리)

마무리저녁

Case Study-CheckpointCEO Presentation(제안발표)Managing Customer (관계관리)

Call Session 3(실무자/담당자미팅실습)

Presentation 준비(팀별로발표자료준비)

점심Managing Sales(세일즈플레닝)

점심점심

Managing Sales(영업활동의방법과절차)

Call Session 5(실무자/담당자최종확인미팅실습)

Call Practice Introduction & Kick-Off강의소개

3일2일1일

ILLUSTRATIVE

16



B2B Sales 역량개발과함께기대되는영업성과창출을유도할수있는영업인센티브의운영이필요합니다.

SalesStrategy

SalesProcess

영업인센티브를통한성과창출

Sales Role

NeededPerformance

Sales PeopleBehavior

Sales Incentive

17



영업인센티브주요설계이슈는인센티브수준, 성과기준, Payout Scheme 등입니다.

주요설계영역

인센티브 Target 수준

기본급

인센티브 Target(기본급의 XX%)

BURegion

Sales OfficeTeam

Individual

성과반영기준

Payout Rate

0%

200%

100%

성과Target

인센티브Payout Scheme

세부설계이슈

1. 기본급대비인센티브 Target 비율의적정규모?

−총보상中기본급과인센티브의적정비중(Pay Mix)

2. 반영성과단위및성과단위별가중치?

3. 성과반영단위별성과측정지표?

4. 성과반영단위별성과평가방식?

−평가권, 평가주기, 평가방식등

5. 성과수준에따른 Payout Scheme은?

6. 인센티브계산을위한상세 Formula는?

18



B2B Sales Incentive 예시

Sales Incentive Target Rate

Revenue

Quarterly Premium

Profit

Total Contract ValueIndividual challenges

Base Salary

On TargetEarnings

(100)

TargetIncentive

(50)

35%

15%

30%

10%

10%

목표대비지급율

100

120

80

0100%

(On-target)70%40% 130% 160%

140

60

40

달성도

20

160

일반 Group

Sales Group

Payout Scheme

ILLUSTRATIVE

19



지속적인영업성과창출을위해서적시영업정보, 지식, 학습, 협업을제공할수있는 Sales Portal을활용할수있습니다.

our

learning

collaboration

Sales tools

20



영업전문가들간에공통적인관심사에대해서토의하고협력할수있는On-Line 공간을제공할수있습니다.

Collaborative activities§ 학습자들간 Discussion Forum§ Sales knowledge database for peer-peer interaction§ Expert location to connect to solution experts§ Sales profession advice

21



통합된 Sales Workforce Transformation을통해서 Sales 전략및프로세스가실행되어성과로연결될수있습니다.

SalesRole


Sales Compensation

SalesLeadership &Competency Development

SalesStrategy

SalesProcess

Behavior &Performance

Integrated Sales Workforce Transformation

22



Thank you!!

Sales Workforce Transformation

sales workforce transformation · §sales 관리자의coaching skill 개발 sales incentive plan...

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