1. Account Segmentation Final Briefing

2. Project objectives 1
Define Ideal Customer Profile Formula and Propensity to Buy factors 2
Calculate revenue potential by account and solution for customers and prospects across all sales channels 3
Develop ongoing capability to segment & prioritize market by potential and to design territories

3. INDEX Step Description 1 Account Segmentation Summary 2 Model Overview
Appendix A
Milestones Detailed Inventory
Appendix B
Business Intelligence Examples

4. Account Segmentation Summary

5. Milestones Milestone Impact Provided Top 100 Accounts by Potential
ACME INC. can Review Initial Results
Completed Correlation & Regression Analysis
Perform frontier analysis and regression analysis on customer data
Assures the Data and Nurture Factors are Properly Weighted
Indicates level of alignment to Bookings and Potential
Merged All ACME INC. and Vendor Data in the Account Segmentation Workbook
Enriched customer firmographics with 3rd party data
Determined account potential and propensity to buy scores for all accounts
Identified and define relevant buying behaviors and triggers
ACME INC. can analyze 7k+ accounts for account potential and propensity to buy
ACME INC. took ownership of the tool on Jan. 14th
ACME INC. has been trained on use and maintenance of the tool

6. New capabilities and Benefits
Function
Capability
Description
Benefits
Sales and Marketing
1. Potential Spend Calculator
Quantify potential spend by solution offering for each account
Quantitatively define a territory by potential and Propensity to Buy score
2. Account Prioritization through PtB formula
Prioritize customer and prospects accounts across all sales channels
Rely less on linking future growth to a handful of major accounts
3. White Space Insight
Identify top targets from thousands of businesses
Sales Engineers will improve productivity by spending more time with the right accounts and less time chasing low opportunities
4. Business Intelligence
Easily link to reports from an index table and create new views from easy to use pivot tables
Improve sales and marketing decisions

7. New capabilities and Benefits
Function
Capability
Description
Benefits
Sales
5. Quota Planning
Begin to define Quotas based on Potential vs Bookings
Move to territory based quotas based on data and results vs one goal across sales
6. Sales Resource Planning
Easily create account lists for new hires and base sales headcount on opportunity
Improve understanding of when and where sales coverage is needed.
Increase resource allocation effectiveness by combining output with workload analysis in the territory design workbook
Marketing
7. Marketing Suspect Definition
List of businesses not yet ready for sales attention but deserving of marketing attention
Integrate sales and marketing activities to move businesses from Marketing Suspect to Sales Suspect, Prospect and Customer
8. Campaign Planning
Design campaigns for Marketing Suspects
Attain agreement between sales and marketing on who top targets are

8. Model Overview

9. Account Segmentation Workbook
Workbook model
Industry
Sales of Customer
Bookings
Geography
Customer Segmenting
Account Segmentation Workbook
Analysis
Customer Master File
3rd Party Data
Pipeline
PtB Formula
Translation &
Transformation
Booking Potential
Bookings
Account Scoring
Territory Design Tool

10. Model overview
The Excel workbook consists of 5 main areas. Each area has multiple tabs.
Main Sections of the Workbook
Description
Summary Information
Includes an index table, pivot tables for easy analysis and a table where PtB scores and potential are calculated
ICP and Frontier Potential
Separate tabs for Software and International Bookings
Control Panels
This is where the PtB formulas are referenced to drive PtB scoring. Any changes made automatically adjust the PtB scoring.
Regression and Correlation Analysis
These tables were created and used to review PtB formula’s and compare account potential to bookings and pipeline.
Data Inputs
Bookings, pipeline, master customer information and third party data were combined into one table in this section.

11. Ideal Customer Profile & clusters
The below table represents Frontier Potential by Cluster
The frontier potential is the 80th percentile of bookings for customers in the given cluster
Annualized Account Potential ($,000's)

12. ACCESS TO DECISION MAKERS*
PROPENSITY TO BUY FORMULA
Data Factors
Nurture Factors
INDUSTRY
REVENUE
# of DC/ FACILITIES
# of
EMPLOYEES
GROWTH
COMBINED SQ. FOOTAGE
ECOMMERCE
LEVEL OF AUTOMATION
ACCESS TO DECISION MAKERS
CAPEX
15%
10% 5%
10%*
100%
* Ecommerce weighting is 30% for Retail distribution as determined through correlation analysis

13. Data factor coverage and next steps for nurture factors
Data Factors: Good results for 7 Data Factors with 91% overall coverage
Issue: Several of the desired data fields cannot be provided or determined from third party or ACME INC. information
Impact:
Nurture factor information is used when it exists.
SBI Recommendation: Due to low coverage of Nurture factor information SBI recommends ACME INC. develop a process to collect and leverage the information through marketing, sales or other

14. PtB FORMULA FACTOS WERE CONFIRMED VIA CORRELATION ANALYSIS
Example:
The PtB formula was improved by changing the weighting of Ecommerce.
By reviewing correlation analysis with leadership, a decision was made to increase the weighting of Ecommerce.
Increased Ecommerce weighting to drive up correlation

15. Conquering the barrier of “sales Language”
Category
Definition
Customer
Purchased a system or software in last 4 years
Prospect
An active Lead or sales Opportunity in SFDC. This implies management attention and drive to closure
Sales Suspect
A company that fits the ICP (Ideal Company Profile) and that has been assigned to a selling resource to actively penetrate but is not a Lead or Opportunity in SFDC
Marketing Suspect
A company that fits the ICP but is not assigned to a selling resource and, therefore, must be approached by Marketing assets
Align definitions to move forward together