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Account Segmentation Final Briefing

This project aims to enhance sales performance through data-driven account segmentation, optimizing territory design and account scoring. Gain new capabilities and benefits using the PtB formula and nurture factors to target high-potential customers effectively.

jasonwright
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Account Segmentation Final Briefing

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  1. Account Segmentation Final Briefing

  2. Project objectives

  3. INDEX

  4. Account Segmentation Summary

  5. Milestones

  6. New capabilities and Benefits

  7. New capabilities and Benefits

  8. Model Overview

  9. Workbook model Account Segmentation Workbook Analysis Customer Segmenting • Industry • Sales of Customer • Bookings • Geography 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.

  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. * PROPENSITY TO BUY FORMULA Data Factors Nurture Factors GROWTH ACCESS TO DECISION MAKERS CAPEX COMBINED SQ. FOOTAGE # of DC/ FACILITIES LEVEL OF AUTOMATION # of EMPLOYEES REVENUE ECOMMERCE INDUSTRY * 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” • Align definitions to move forward together

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