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#INBOUND14 
Who to target & 
How to improve sales 
forecasting 
Ma- 
Sunshine 
@ma-sunshine 
Ma-sunshine@leadg2.com 
Execu&ve 
Vice 
President, 
The 
Center 
for 
Sales 
Strategy 
and 
LeadG2
Who to Target & 
How to improve Sales Forecasting 
Matt Sunshine 
@Mattsunshine 
mattsunshine@LeadG2.com 
Goal for the 45 min: 
Less Theory & More Reality
Great Sales Process = Great Sales 
Success 
Who to target & 
How to improve sales forecasting
Who to Target & 
How to improve Sales Forecasting 
1. Select better prospects. 
2. Slow down your proposals. 
3. Ask the right questions.
Who to Target & 
How to improve Sales Forecasting 
Select better prospects. 
q Ideal customer profile 
q Account list management system 
Key account strategy 
q Define your verticals
Ideal 
Customer 
Profile
Ideal 
Customer 
Profile
Account 
List 
Management 
System
What category do you want to own? 
¨ B2B 
¨ Retail 
¨ Furniture 
¨ Home 
and 
Garden 
¨ Manufacturing 
¨ Medical 
¨ Home 
healthcare
Who to Target & 
How to improve Sales Forecasting 
Slow down your proposals 
q Interactive selling 
q Contracting and Partnering 
q Homework assignments 
q Use a pre proposal
Selling 
InteracKvely
ContracKng 
and 
partnering 
Like this. Not like this.
Homework 
Assignments 
¤ Complete 
quesKonnaire 
¤ Give 
examples 
of 
what 
they 
currently 
do 
¤ Choose 
between 
a 
couple 
of 
ideas
Improve 
Sales 
ForecasKng 
TacKcs 
No Surprise 
Proposal 
Pre- 
Proposal
No-­‐Surprise 
Proposal
Who to Target & 
How to improve Sales Forecasting 
Ask the right questions. 
q Be consistent – ask the same questions every 
time about your pending opportunities 
q Study the analytics. 
The curse of “I have a good feeling about this one” 
q Pipeline Accelerator = Sales algorithm
3 
QuesKons 
to 
Ask 
1. Has the prospect already seen and agreed 
to everything that is in the proposal? 
2. Can you make a list of why this is good 
for the prospect to do? 
3. What reasons might the prospect have to 
say no or want to think its over?
Study 
the 
analyKcs 
Know what to measure. 
ü Intro calls per month 
ü Questionnaires completed 
ü Demos 
ü Pre-proposals 
ü Proposals 
ü Closes
Pipeline 
Accelerator
Powered 
by 
Sales 
Exper+se 
& 
Sales 
Intelligence 
Combined 
— Increase 
Win 
Rates 
— Increase 
the 
number 
of 
AE’s 
making 
quota 
— Reduce 
number 
of 
deals 
slipping 
past 
their 
close 
Date 
— Reduce 
the 
number 
of 
‘No-­‐Decision’ 
deals 
— Increase 
ForecasKng 
Accuracy 
— Gain 
greater 
Predictability 
in 
Revenue 
ProjecKons 
— Inspire 
Confidence 
& 
Trust 
in 
Sales 
Forecasts
Powered 
by 
Sales 
Exper+se 
& 
Sales 
Intelligence 
Combined 
The Intelligence by Occulus The Expertise by The Center for Sales Strategy 
– Provides 
the 
sales 
science 
to 
a 
sales 
organizaKon 
enabling 
it 
to 
accurately 
assess 
the 
quality 
of 
deals 
in 
the 
pipeline 
– Informs 
sales 
organizaKons 
what 
to 
do 
to 
win 
more 
business 
– Provides 
objecKve 
probabiliKes 
for 
winning 
and 
Kming 
– Provides 
the 
sales 
exper+se 
to 
a 
sales 
organizaKon 
enabling 
it 
to 
accurately 
forecast 
revenue 
based 
on 
the 
assessments 
– Develops 
the 
strategy 
on 
how 
to 
win 
more 
business 
uKlizing 
the 
principles 
of 
How 
Selling 
and 
the 
informaKon 
from 
the 
Pipeline 
Accelerator 
predicKve 
analyKcs 
so^ware
STEP 
1: 
Powered 
by 
Sales 
Exper+se 
& 
Sales 
Intelligence 
Combined 
The 
Account 
ExecuKve 
(AE) 
answers 
a 
series 
of 
mulKple 
choice 
quesKons 
that 
cover 
the 
key 
areas 
of 
a 
deal: 
— Quality 
and 
definiKon 
of 
the 
Opportunity 
— Quality 
of 
the 
SoluKon 
— Understanding 
of 
the 
prospect’s 
Buying 
Process 
— Depth 
& 
Breadth 
of 
the 
RelaKonship 
— Understanding 
of 
the 
CompeKKon 
— Understanding 
of 
the 
Timing
WHO TO TARGET & HOW TO IMPROVE YOUR SALES FORECASTING [INBOUND 2014]
STEP 
2: 
Powered 
by 
Sales 
Exper+se 
& 
Sales 
Intelligence 
Combined 
The 
AE’s 
answers 
are 
analyzed, 
providing 
an 
objecKve 
assessment 
of 
the 
deal, 
enabling 
the 
Sales 
Manager 
to 
understand: 
• The 
degree 
to 
which 
the 
AE 
has 
qualified 
the 
deal. 
• The 
degree 
to 
which 
the 
AE 
understands 
what 
the 
prospect 
is 
trying 
to 
do 
and 
why. 
• If 
the 
AE’s 
soluKon 
matches 
the 
prospect’s 
requirements. 
• How 
well 
the 
AE 
understands 
the 
prospect’s 
buying 
process. 
• The 
strength 
& 
depth 
of 
the 
AE’s 
relaKonships 
with 
key 
individuals. 
• How 
well 
AE’s 
soluKon 
stacks 
up 
against 
the 
compeKKon. 
• The 
probability 
that 
the 
AE 
will 
win 
the 
business. 
• The 
probability 
that 
the 
deal 
will 
close 
when 
the 
AE 
says 
it 
will.
WHO TO TARGET & HOW TO IMPROVE YOUR SALES FORECASTING [INBOUND 2014]
Powered 
by 
PIPELINE 
Accelerator 
determines 
what 
needs 
to 
be 
done 
to 
win 
the 
deal; 
the 
AE 
and 
the 
Sales 
Manager 
determine 
how 
to 
do 
it: 
• The 
SWOT 
Analysis 
idenKfies 
the 
strengths 
& 
weaknesses 
of 
the 
AE’s 
selling 
strategy 
and 
provides 
the 
basis 
for 
developing 
strategies 
to 
build 
on 
the 
strengths 
and 
miKgate 
the 
weaknesses. 
• Provides 
a 
list 
of 
“s&ll 
missing” 
informaKon 
the 
AE 
needs 
to 
obtain 
• Determines 
what 
“specific 
ac&ons” 
the 
AE 
needs 
to 
do 
to 
improve 
their 
chances 
of 
winning 
• Development 
of 
a 
strategy 
on 
how 
to 
win 
the 
business 
STEP 
3: 
Sales 
Exper+se 
& 
Sales 
Intelligence 
Combined
BENEFITS: 
Powered 
by 
Sales 
Exper+se 
& 
Sales 
Intelligence 
Combined 
— Increased 
Win 
Rates 
— More 
AE’s 
making 
quota 
— ReducKon 
in 
Deal 
Slippage 
— ReducKon 
in 
‘No-­‐Decision’ 
deals 
— Increased 
ForecasKng 
Accuracy 
— Greater 
Predictability 
in 
Revenue 
ProjecKons 
— Great 
Confidence 
& 
Trust 
in 
Sales 
Forecasts
Download this Presentation and the sales tools that 
were mentioned: 
http://tinyurl.com/inbound2014

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WHO TO TARGET & HOW TO IMPROVE YOUR SALES FORECASTING [INBOUND 2014]

  • 1. #INBOUND14 Who to target & How to improve sales forecasting Ma- Sunshine @ma-sunshine Ma-sunshine@leadg2.com Execu&ve Vice President, The Center for Sales Strategy and LeadG2
  • 2. Who to Target & How to improve Sales Forecasting Matt Sunshine @Mattsunshine mattsunshine@LeadG2.com Goal for the 45 min: Less Theory & More Reality
  • 3. Great Sales Process = Great Sales Success Who to target & How to improve sales forecasting
  • 4. Who to Target & How to improve Sales Forecasting 1. Select better prospects. 2. Slow down your proposals. 3. Ask the right questions.
  • 5. Who to Target & How to improve Sales Forecasting Select better prospects. q Ideal customer profile q Account list management system Key account strategy q Define your verticals
  • 9. What category do you want to own? ¨ B2B ¨ Retail ¨ Furniture ¨ Home and Garden ¨ Manufacturing ¨ Medical ¨ Home healthcare
  • 10. Who to Target & How to improve Sales Forecasting Slow down your proposals q Interactive selling q Contracting and Partnering q Homework assignments q Use a pre proposal
  • 12. ContracKng and partnering Like this. Not like this.
  • 13. Homework Assignments ¤ Complete quesKonnaire ¤ Give examples of what they currently do ¤ Choose between a couple of ideas
  • 14. Improve Sales ForecasKng TacKcs No Surprise Proposal Pre- Proposal
  • 16. Who to Target & How to improve Sales Forecasting Ask the right questions. q Be consistent – ask the same questions every time about your pending opportunities q Study the analytics. The curse of “I have a good feeling about this one” q Pipeline Accelerator = Sales algorithm
  • 17. 3 QuesKons to Ask 1. Has the prospect already seen and agreed to everything that is in the proposal? 2. Can you make a list of why this is good for the prospect to do? 3. What reasons might the prospect have to say no or want to think its over?
  • 18. Study the analyKcs Know what to measure. ü Intro calls per month ü Questionnaires completed ü Demos ü Pre-proposals ü Proposals ü Closes
  • 20. Powered by Sales Exper+se & Sales Intelligence Combined — Increase Win Rates — Increase the number of AE’s making quota — Reduce number of deals slipping past their close Date — Reduce the number of ‘No-­‐Decision’ deals — Increase ForecasKng Accuracy — Gain greater Predictability in Revenue ProjecKons — Inspire Confidence & Trust in Sales Forecasts
  • 21. Powered by Sales Exper+se & Sales Intelligence Combined The Intelligence by Occulus The Expertise by The Center for Sales Strategy – Provides the sales science to a sales organizaKon enabling it to accurately assess the quality of deals in the pipeline – Informs sales organizaKons what to do to win more business – Provides objecKve probabiliKes for winning and Kming – Provides the sales exper+se to a sales organizaKon enabling it to accurately forecast revenue based on the assessments – Develops the strategy on how to win more business uKlizing the principles of How Selling and the informaKon from the Pipeline Accelerator predicKve analyKcs so^ware
  • 22. STEP 1: Powered by Sales Exper+se & Sales Intelligence Combined The Account ExecuKve (AE) answers a series of mulKple choice quesKons that cover the key areas of a deal: — Quality and definiKon of the Opportunity — Quality of the SoluKon — Understanding of the prospect’s Buying Process — Depth & Breadth of the RelaKonship — Understanding of the CompeKKon — Understanding of the Timing
  • 24. STEP 2: Powered by Sales Exper+se & Sales Intelligence Combined The AE’s answers are analyzed, providing an objecKve assessment of the deal, enabling the Sales Manager to understand: • The degree to which the AE has qualified the deal. • The degree to which the AE understands what the prospect is trying to do and why. • If the AE’s soluKon matches the prospect’s requirements. • How well the AE understands the prospect’s buying process. • The strength & depth of the AE’s relaKonships with key individuals. • How well AE’s soluKon stacks up against the compeKKon. • The probability that the AE will win the business. • The probability that the deal will close when the AE says it will.
  • 26. Powered by PIPELINE Accelerator determines what needs to be done to win the deal; the AE and the Sales Manager determine how to do it: • The SWOT Analysis idenKfies the strengths & weaknesses of the AE’s selling strategy and provides the basis for developing strategies to build on the strengths and miKgate the weaknesses. • Provides a list of “s&ll missing” informaKon the AE needs to obtain • Determines what “specific ac&ons” the AE needs to do to improve their chances of winning • Development of a strategy on how to win the business STEP 3: Sales Exper+se & Sales Intelligence Combined
  • 27. BENEFITS: Powered by Sales Exper+se & Sales Intelligence Combined — Increased Win Rates — More AE’s making quota — ReducKon in Deal Slippage — ReducKon in ‘No-­‐Decision’ deals — Increased ForecasKng Accuracy — Greater Predictability in Revenue ProjecKons — Great Confidence & Trust in Sales Forecasts
  • 28. Download this Presentation and the sales tools that were mentioned: http://tinyurl.com/inbound2014