Accenture Sales Transformation

Practical Solutions for Complex Challenges

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Today’s sales challenges
Faced with intense business challenges—increased
earnings pressure, more discriminating buyers,
globalization and industry convergence—
companies everywhere are struggling to manage
costs and ward off competitors while maintaining
profitable growth.

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Accenture offers an end-to-end
solution that quickly and effectively
revitalizes your organization’s
selling capabilities.
Today’s tough business environment,
in fact, has revealed gaps in the
revenue-generating capabilities at
many companies—issues that could be
ignored in yesterday’s growth market,
but which now present critical
performance challenges:
• Poor alignment between the
allocation of selling resources and
the most promising revenue
opportunities.
• Inconsistent or uninformed sales
force behavior, coupled with
ineffective approaches to
monitoring and improving sales
force performance.
• Inadequate operating capabilities
and limited ability to make and
manage investments in the new
capabilities needed to improve sales
performance.
Even as the economy improves, these
challenges will continue to limit
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growth and undermine competitive
positioning. No matter how much a
company invests in defining new
markets or generating new leads, it
still depends on a focused, competent
sales force to translate these
opportunities into revenue.
While selling is undoubtedly more
difficult today, sales do happen. The
trick is making sure they happen
efficiently and cost-effectively, with
the most revenue impact possible. To
produce these results, many
companies now need to change the
way they sell—not only how they sell,
but sometimes even what they sell
and to whom.
Accenture Sales
Transformation
Accenture offers an end-to-end
solution that quickly and effectively
revitalizes your organization’s selling
capabilities, helping you produce
results that matter along a broad
spectrum of performance goals—such
as refocusing from sales volume to
sales margin, shifting from selling
products to selling solutions, reducing
the cost of sales as a percent of total
revenue or other business objectives.
Our Sales Transformation solution
embodies years of experience in
helping thousands of clients revitalize
their customer-facing capabilities.
We have distilled this expertise into
innovative solution components that
produce a consistent, predictable
impact on selling performance. These
methods, tools and similar resources
equip your sales organization with
the capabilities it needs to optimize
revenue impact and operating
effectiveness—more sophisticated
market segmentation and analysis, for
example; better pipeline
management, more effective
training, advanced performance
management tools and much more.
Our client teams customize these
capabilities to satisfy your specific
business requirements, and
implement them with optimal
quality, speed and cost by leveraging
a global network of delivery
resources.
Mastering sales performance
Accenture helps you master today’s
complex selling challenges by
addressing each of the key
characteristics of high-performance
sales organizations:
• The alignment of sales people and
programs with customers with the
highest probability of buying and
channels likely to provide the best
margins.
• The definition of sales force
behaviors that support the sales
strategy, and reinforcing these
behaviors through advanced
training techniques, performance
management processes, metrics,
compensation and rewards
systems, hiring practices and
sourcing models.
• The design and delivery of
processes, tools and other
capabilities that enable more
effective sales organizations,
beginning with the customer data
analytics that the sales
organization needs in order to
identify the best opportunities,
channels and sales tactics.
As a result of this holistic approach,
Accenture can enable top-line
growth in addition to reducing
operational costs, helping to create
more corporate value over the long
term:
• Sell more, by delivering more
overall revenue, more revenue per
employee and more revenue per
sales representative.
• Sell more strategically, by targeting
larger companies and
C-level buyers, and expanding sales
into new territories and within
existing accounts.
• Sell more efficiently, by reducing
clients’ cost to sell while sustaining
revenue.
Our approach is realistic as well as
value-driven. We work in partnership
with our clients and hold ourselves
responsible for results. We are
confident in our ability to produce
significant, sustainable impact on our
clients’ selling performance because
of the combined power of our unique
solution assets and deep experience.
Accenture Sales Transformation
encompasses each of the key
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elements that enable companies to accelerate the
performance of their sales organizations:
• Insight to action – This involves taking customer insight
produced through customer data management and
analytics and translating it into more profitable selling
activities, such as target list development, account
planning and offering definition. Accenture has helped
Bouygues Telecom, for example, increase profitability by
creating and acting on rich insights into customers. (For
more about Bouygues Telecom, see page 10.)
• Marketing strategy and support – Optimized strategy
requires unique capabilities for developing deep customer
insight into the best sources of new revenue. Accenture
analytical models helped the software company BEA, for
example, double in one year the number of large deals it
successfully closed.
• Sales strategy and organization – To translate these
insights into profitable sales interactions, Accenture also
helps clients realign selling resources to the right buyers,
adjust sales methods to reflect the target customer’s
buying processes, and customize sales messages and
solutions accordingly. Accenture helped a leading
manufacturer boost overall sales revenue and customer
Accenture Sales Transformation framework
The Accenture Sales Transformation framework helps companies achieve the increased performance demands placed on the
sales organization to sell more, sell higher and sell more efficiently.
s Insight to Action
le
Sa
• Target Accounts
• Propensity to Buy/Defect Models
• "Reach and Frequency"
• Upsell/Cross Sell
• Prioritized Opportunity Pipeline
• Account Alerts
• Sales Process Advisor/Coach
Applications
and Tools
Customer
• Sales Automation
• Sales/Partner Portal
• Incentive Management
• Partner Relationship Management
Customer
• Analytics and Modeling
• Sales Management Dashboard
• Emerging Technology (Handheld,
In sig ht
Wireless, Tablets)
• Collaboration Tools
Processes and Metrics
• Account Planning
• Lead/Opportunity
Management
• Forecasting
• Order Management
• Post Sales Support
• Process Metrics
profitability by developing an improved sales strategy and
account plan.
• Behavior and performance – Accenture improves
workforce performance by addressing traditional
performance issues, such as compensation, incentives and
classroom training, and by incorporating innovative
learning techniques that simulate real work environments.
At British Telecom, the total value of all rental contracts
increased by 220 percent after completion of the
performance simulation course. (For more about British
Telecom, see page 10.)
• Processes and metrics – Accenture also helps companies
design and implement more consistent, repeatable,
predictable and measurable processes for management,
account planning and forecasting. The results optimize
selling effectiveness and make it easier to manage the
sales effort across the company.
• Applications and tools – Accenture provides critical sales
support by leveraging advanced technologies, such as
sales portals. At Cisco, for example, innovative tools such
as a personalized, Web-based portal aggregated business-
critical information—including applications, reference
information and online services—for real-time access. (For
more about Cisco, see page 10.)
Marketing
Strategy and Support
• Customer and Partner
Segmentation
• Offering Model
• Channel Mix
• Marketing Collateral
• Campaigns/Leads
• New Product Launch
Sales Strategy and Organization
• Channel Size and Structure
• Territory Realignment
• Roles and Responsibilities
• Account Coverage
• Engagement Rules
• Sales Approach and Methodology
• Compensation Strategy and Design
Behavior and Performance
• Sales Force/Partner Recruitment
• Learning
ns
• Knowledge Management
• Performance Management
tio
• Incentive Compensation
ra
pe
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Accenture has pioneered innovative
capabilities that provide significant,
quantifiable value quickly and with
minimal risk.
• Customer insight – Technology
alone will not help salespeople sell
more. Customer data will, however,
if translated from raw information
into meaningful insight. Accenture
helps companies use data to
quantify the intent to buy, and then
infuses this intelligence into the
sales organization and
infrastructure.
• Sales operations – Accenture also
helps clients conceive and execute
the operating model that makes the
most strategic and business sense
for their sales organization.
Accenture helped Biogen, for
example, scale and globalize selling
capabilities to support the
company’s growth strategies. (For
more about Biogen, see page 11.)
The Accenture difference
For organizations seeking rapid
improvement in sales performance,
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Accenture has pioneered innovative
capabilities that provide significant,
quantifiable value quickly and with
minimal risk. Our packaged solution
components distill insight and
experience amassed through
thousands of sales transformation and
customer relationship management
projects. These components include:
• Value targeting tools help clients
identify and measure the value they
can expect to achieve from specific
performance improvements, in order
to establish the business case for
particular investments and a
roadmap for implementing new
capabilities.
• Capability assessment tools help to
identify the specific capabilities an
organization needs to develop or
improve, and the scope and
sophistication of these capabilities
needed to meet the value targets
they have defined.
• Performance benchmarks and
metrics use data collected from
multiple companies to help clients
assess their current level of
performance against prevailing
industry standards, and to gauge
the impact of specific capabilities
on their business performance.
• The Accenture Customer Insight
Factory provides rapid access to
market-leading experience in
customer insight technologies,
models and scalable infrastructures,
helping our clients build deep
insight into customer behaviors and
preferences.
• Performance simulation capabilities
help sales people quickly deepen
selling skills by using simulated
situations presented on demand
through sophisticated multimedia
interfaces.
• Accenture Delivery Centers offer
high-quality solution development
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 and delivery capabilities to clients, at the best possible
price point.
• Relationships with leading technology companies
strengthen Accenture capabilities in sales transformation
and extend our capacity to produce results.
Executing with excellence
Operational issues often limit the impact of new customer
relationship management investments. Even advanced
capabilities can be hindered by functional silos or aging IT
platforms. Likewise, a well-trained workforce may have
difficulty making the transition to new selling approaches.
To keep operational issues such as these from undermining
our clients’ investment in transformation, we offer a wide
range of operational solutions—including outsourcing—that
minimize the risk of change, keep pace with leading-edge
technology and provide the flexibility to scale capacity
without adding resources. We also help clients acquire
transformational selling capabilities through a variety of
financial models, including gain-sharing and other
incentive-based arrangements. And in every relationship
structure, we take accountability for benefits and share in
the risks.
All in all, a commitment from Accenture means that a sales
transformation initiative will realize real business benefit.
Creating high-performance sales organizations
Bouygues Telecom
Bouygues teamed with Accenture to help transform its
business to new levels of high performance using
Accenture’s extensive experience in IT to create and
immediately act upon customer and business insights within
the telecommunications industry.
The retention program was the first of its kind for a mobile
telephony business in France. With new processes and
technology, Bouygues can more narrowly define its
customer clusters, conduct more granular analyses of
customer data, make more accurate predictions of customer
behavior, and personalize its marketing campaigns and
messages. Furthermore, the company can now more
accurately identify the return on investment and
cost/response ratios for each marketing campaign.
These new capabilities have translated into a number of
high-performance business results for Bouygues. The
number of customer contacts is up 450 percent, the
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accuracy of segmentation has tripled, and the time needed
to create and execute a marketing campaign has been
reduced by 75 percent.
Cisco Systems
After 10 years of rapid growth, Cisco Systems, the
worldwide leader in Internet networking, found itself with
many non-standard systems and processes within its sales
organization. For example, each region had its own method
of targeting customer accounts. Functional silos within the
organization made it difficult for people to collaborate.
Customer information was underutilized.
The answer for Cisco was a global, two-year initiative
designed and executed to:
• Improve efficiency in the sales processes by providing all
the information needed to perform day-to-day activities
in a single place.
• Drive effectiveness. By better understanding the sales
situation, sales teams are able to produce a better return
on the time and effort invested in selling.
• Provide new customer insight capabilities, which helped
account managers better understand their customers, and
their potential sales and service opportunities.
At the heart of the project is a dynamic, personalized Web-
based portal that integrates the business-critical
information Cisco salespeople need—online services,
applications and information—and displays it to them in real
time in one location. Thousands of field representatives now
use this capability to manage their accounts more
effectively, thereby enhancing a customer’s experience with
Cisco. Cisco research shows that the top users of the portal
convert more leads to sales and reach a higher percentage
of their annual sales goals. The portal also has helped Cisco
improve customer satisfaction by streamlining and
accelerating interactions. It is eliminating time-consuming
and non-productive tasks, such as following up on sales
credits, and also is addressing hundreds of data accuracy
issues by ensuring more consistent data capture and
management across the organization. Other functions, such
as manufacturing, finance and Cisco’s business units, also
are seeing performance benefits from more relevant and
timely data to support business decisions.
British Telecom
British Telecom’s sales transformation initiative was a
comprehensive eLearning program that catalyzed advance
sales knowledge and skills across a user base of 17,000
people. The success of the program contributed to the
doubling of conversion rates for some products.
Accenture and British Telecom (BT) also worked together to
identify a unique style of best practice behaviors and
principles that are providing consistency and transparency
across the organization. More than 2,000 employees are
now accredited to manage complex opportunities
consistently, using a Target Account Selling methodology
that currently underpins up to £10 billion (US$18.5 billion)
worth of sales opportunity pipeline.
Sales transformation at BT then turned to the need to
replace a myriad of different fragmented sales management
systems with a single, 360-degree view of the customer. BT
and Accenture worked to implement a new, end-to-end
process and system using Siebel-based applications for
contact and client relationship management. BT logs all
customer interactions, which now exceed 4.5 million; data
quality has improved from 70 percent to 97 percent in six
months; and more than 300,000 opportunities are
registered on the internationally accessed end-to-end
platform. In addition, BT can also:
• Generate more sales. Using tailored, interactive
performance simulation techniques, consumer advisors
converted 102 percent more sales calls than those in the
control group not using eXperience (comprehensive e-
learning program developed by Accenture, allows
employees to participate via their own computers, learn
from mistakes and practice real-life conversations in a
safe environment).
• Achieve significant levels of new revenue. People who
participated in the eLearning solution significantly
increased their sales performance. For example, 40
percent of field engineers in Northern Ireland used the
knowledge gained during the program to open dialogues
with potential customers and, just a few months
afterward, 24 percent had already generated strong sales
leads.
Biogen
Biogen, Inc. is the world’s oldest independent biotechnology
company and a leader in biopharmaceutical research,
development and manufacturing. While preparing to launch
a new project, Biogen realized it needed to scale its
customer relationship management processes and systems
to handle multiple products, and integrate these systems
across operating locations. These two goals—scalability and
globalizing customer relationship management capabilities—
represented a significant challenge, and Biogen turned to
Accenture, for help. Accenture quickly assembled a global
team to develop a multi-product sales and service strategy,
and help Biogen implement that strategy through
standardized processes and infrastructures.
Working together, Accenture and the biotech leader
developed a solution that helps Biogen’s sales force better
understand customer needs and target services to
segmented customer groups. A new analytical tool, based on
application software from Siebel Systems, now gives Biogen
executives the comprehensive intelligence they need to
perform detailed analyses of market opportunities and sales
force activities.
Accenture also helped establish a medical information call
center and a customized data warehouse, which Biogen
uses to capture, share and analyze critical information—
internally and externally—on a global basis. Additional
capabilities enable Biogen to distribute sales reports to
remote field sales representatives, while handheld devices
allow these representatives to access and enter relevant
customer information—key business functions that can now
be completed quickly and easily.
With Accenture’s help, Biogen has developed a
comprehensive capability that enhances selling performance
while helping the company to manage and track patient
care in a new multi-product environment. The project
succeeded based on the strength of Accenture’s
commitment to Biogen’s customer service and sales
organization, and Accenture’s understanding of Biogen’s
unique business model.
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 Accenture has helped many organizations improve selling
performance and deliver significant shareholder value by
designing and executing innovative solutions such as these.
For more information about how Accenture can transform
sales performance at your organization, contact:
Eric P. Gist, Los Angeles
+1 310 726 2633
eric.p.gist@accenture.com
Troy G. Miller, Kansas City
+1 913 319 1211
troy.g.miller@accenture.com
Naveen K. Jain, Chicago
+1 312 693 3644
naveen.k.jain@accenture.com

Copyright © 2004 Accenture. All rights reserved. About Accenture

Accenture is a global management consulting, technology
Accenture, its logo, and High Performance Delivered are
services and outsourcing company. Committed to delivering
trademarks of Accenture.
innovation, Accenture collaborates with its clients to help
them become high-performance businesses and
governments. With deep industry and business process
expertise, broad global resources and a proven track record,
Accenture can mobilize the right people, skills, and
technologies to help clients improve their performance.
With approximately 90,000 people in 48 countries, the
company generated net revenues of US$11.8 billion for the
fiscal year ended August 31, 2003. Its home page is
www.accenture.com.