Identifying Opportunities
Mike Peck
Themes
o
Identifying opportunities outside of IT
o
100-250 CAL opportunities – what’s different?
o
Beating Microsoft
Opportunities Outside of IT

Inertia: Business Objects is comfortable selling to IT
BUT

IT budgets are now even more heavily scrutinized
Think
To
Q4 2008 – What happened to my pipeline?
capture more dollars we must go beyond IT
BOBJ never trained how to do this effectively
Lifecycle of a BOBJ Customer – What do they
buy and how do we traditionally sell?
1.
Registration of Crystal Reports
2.
Upsell of CR Server / Enterprise
3.
Expand with more licenses
4.
Cross sell with Web Intelligence
5.
Seed then expand Xcelsius
6.
Implement Data Quality / Data
Integrator
7.
Complement Universes / data
structure with Predictive
Analytics
8.
Roll out BI to the masses with
Explorer
BO Enterprise /
CR Server
When do people buy large deployments?

Pilot matured to full roll out

Other departments getting access

Expanding departments = more employees

Extranets – supplier and customer
Due to tighter budgets – no customer will buy unless there is a
real compelling reason to do so
What are some of the business reasons people buy?
Business Example:
Extranets with customers and suppliers
Owens & Minor – gained $60million in new business in 6
months after deploying Business Objects
Medline – 1000 users of Crystal Reports to communicate key
metrics with customers
Position CR as a revenue generating, customer-facing tool to
help attract and retain customers.
© SAP 2008 / Page 6
Pre-call preparation
What are your top 10 customers top 3 initiatives?
This is what the business is spending money on, so
it’s important we align Crystal Reports, CR Server etc
with those initiatives.
Examples?
© SAP 2008 / Page 7
Best pre-call resources
•
Google name of target
•
Linkedin – most accurate database of IT / Biz professionals
•
Prism
© SAP 2008 / Page 8
Difference between IT-oriented prospecting
and business prospecting
Mr. Smith,
I was reviewing your 2008 annual report and your strategy for attracting new customers caught
my attention.
Specifically, when I read how ABC plans to target the mid-market it occurred to me that your
sales reps will need to better understand:
•
Who are my best prospects?
•
What interaction ABC has had with them in the past?
•
How can ABC position unique offerings to win the business?
I have a couple ideas I’d like to talk to you about briefly. At market-leader Owens and Minor,
they attributed $60million in new business in 6 months to working with us.
Does 10:30am on Wednesday Oct 23rd work for me to call your office?
Kind regards,
Mike Peck
© SAP 2008 / Page 9
Campaign against your prospect
It may take 5-7 contacts for the customer to respond positively. It helps to think of
prospecting as a continual marketing process, not a one-time email blast.
(Greg Wolfe and PeopleSoft)
Example:
1.
October 21st – sent email
2.
October 30th – left voicemail
3.
November 14th - invite to local breakfast event
4.
December 2nd – sent email with success story – customer responds
© SAP 2008 / Page 10
Beating Microsoft
•
Expand BI vision
•
Talk about future BI needs – 6 months to 3 years from now,
even if you won’t sell it to them
•
•
Other departments are going to need Predictive Analytics,
DQ, DI, etc
Microsoft is a nice niche-play, but doesn’t serve the greater
long-term strategy of the company (Medline example)
© SAP 2008 / Page 11
Role Play!
Recap:
Align our tools with the business-oriented
initiatives of the company, and you’ll
greatly increase your chances of finding
and winning new business
Opportunity Identification
Takeaway Document
© SAP 2008 / Page 12