For any organization in the early stages of evolution, the important thing is to organize the list of Customers and Contacts that they would like to target or market to. These Customers can be organized into different categories: Employee size, Revenue, Industry segment, etc. This will help target specific messages/communication tailored for that category using the NEHANET Campaign Module, which is integrated with popular Email Marketing tools like MailChimp for easy delivery and tracking of the messages. It is also a good idea to integrate your public website with the NEHANET Leads Module to capture Leads coming in from your public website, Landing pages, etc. The Leads module will also enable you to import Contacts from Trade Shows/Industry Conferences for processing/follow-up. Leads once processed/validated can be converted into Account and Contacts.
As you ramp up your Engineering efforts and get ready to ship Samples of your Product to your Customers, NEHANET provides a Sample Tracking Module to easily track these for follow-up by your Reps and RSMs. The Samples can be tied to a Customer Opportunity, which in turn helps you build an Opportunity Funnel for your Management/BOD meetings. Opportunities are categorized into specific Sales Stages (configured for your specific business). As your Reps and RSMs follow-up on these Opportunities, they can move the Opportunity up the funnel towards Design Win/Production stage. it is also very important that for organizations which rely on a long Design Win cycle to get on the Customer’s AVL, it is important that you track all your Customer requests using the NEHANET Escalations module. These issues can be routed to FAEs and AEs who in turn can drive the issue to a resolution and communicate the outcome back to the Customer using the built in NEHANET email alerts.
Once you start shipping, you will find the need to respond to RFQs. Quotes can be generated using the NEHANET Quotes Module. Quotes are tied to Customer Opportunities. Quotes are eventually converted to an Order. Theses Orders can be tracked in NEHANET in the Sales Order Module. If you use the Distribution channel for fulfillment, then you can upload the POS in the NEHANET POS Module, which will enable you to get visibility to the Distributor Inventory.
Once you are in a steady Shipping Stage, there are tools available in the NEHANET CRM to help drive Growth and Competitive Advantage by tracking your Annual Operating Plan and Key Accounts Plan.
Annual Operating Plan/Key Accounts Plan
NEHANET Annual Operating Plan eliminates earnings surprises. By involving everyone in the planning process from day one, to ensuring that daily, weekly, monthly and quarterly activities drive the plan, and to showing real-time actual vs plan numbers, the Annual Operating Plan keeps everyone laser focused on making the plan numbers.
Account plans drive team alignment and allow Reps and RSMs to achieve their goals in a predictable value. By executing their Plan systematically, Reps and RSMs discover value in their accounts that an adhoc process would not achieve. Executives can easily review accounts, monitor performance and help Reps and RSMs on an as-needed basis achieve their goals.
Annual Operating Plan in NEHANET is developed by Territory, by Account and by Opportunity. A Territory Annual Operating Plan is developed per top level Territory and per each sub-level and leaf level territory. Once you reach the leaf level territory, you can click through to the key accounts in that territory and develop the Account Annual Operating Plan for those accounts. You can then further click through to the Opportunities for that account and develop the Opportunity Annual Operating Plan for those opportunities. The interface is hierarchical and you can iterate up and down through the levels, allocating and adjusting numbers and reconciling the numbers for that level and the aggregate from all lower levels. At each level, you will have visibility to last year’s performance for that level to help plan for the current year.
It is key to have a Strategic Plan for every level. A clear owner is also assigned for each level. Each owner is supposed to align their plan with the plan for the level above and the level below their own level. A territory plan is typically developed once per year. Account Plans are typically reviewed on an annual or quarterly basis. Opportunity Plans are typically reviewed on a weekly basis. Plan numbers are entered Quarterly for a duration of 5 years.
Account Plans are per Account, so you have multiple plans. Plans numbers are entered Quarterly for a duration of 5 years. The system gives you Actual Versus Budget Variance by Quarter and Year to Date for each level of the hierarchy. The system also provide QOQ/YOY trending reports.
Beyond just the financial plans, both account and opportunity plans can facilitate better discovery, drive communication and relationship building with the right levels in the customer organization, and drive coordinated account focus. Doing so involves using the Contacts, Activities, Call Reports and Channels in NEHANET as well as the use of custom field and layouts to capture customer-specific discovery and sales information.