Winning Sales Strategy Checklist

SEGMENTATION CHECKLIST

Yes No Segment Checklist Criteria

TAM – We understand how big the market is and its growth rate. We know how much of the market is
addressable.

Competitor Analysis – We understand how our competitors go to market. We know the strengths and
weaknesses of each and how we use this information to give ourselves the best chance to win.

Ideal Customer Profile – We have defined the characteristics of a prospect/customer that most values our products
and solutions. We regularly prioritize these prospects/customers over others.

Account Potential – We know the spend potential of each of our prospects/customers. We have ranked accounts
according to the spend potential we have not yet captured.

Customer Acquisition Cost – We know the cost to acquire each of our customers. And we have
aggregated this data to know the cost to acquire a customer in a given segment.

Life Time Value – We know the lifetime value of each of our customers. And we have aggregated this
data to know the lifetime value of a customer in a given segment.

Propensity to Buy – We know how likely a given customer is to buy each of our products and/or
services. We use this information when prioritizing prospects/customers to target with a given offering.

Buyer Process Maps – We understand our buyers, what they care about and how they make a purchase decision.
We have documented this information visually to help our sales team spot where a given buyer is in their decision
process and step is likely to come next.

PLANNING CHECKLIST

Yes No Planning Checklist Criteria

Pro-Forma Revenue/Cost Model – We have financial models that summarize how we are going to
make the revenue number. And we have financial models that summarize the costs associated with this.
Revenue KPIs – We know which revenue KPIs to measure. We are tracking a combination of leading
and lagging measures.
Sales Plan – We have a detailed execution plan that details what we are going to do in pursuit of the
revenue goal.
Resource Allocation – We have planned how we are going to allocate resources (time, budget and
people) to give ourselves the best chance of making the number.
Budget Method – We have evaluated and selected the right budget method for us. Chosen from
Percentage of Revenue, Competitive Benchmarking, Objective Based, Affordability, etc.
Approved Budget – We have gotten a budget approved that is realistic based on our revenue goals. And
we feel comfortable that this budget is sufficient.
Approved Headcount – We have gotten a headcount approved that is realistic based on our revenue

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 Yes No Planning Checklist Criteria

goals. And we feel comfortable that this headcount is sufficient.

Revenue KPIs – We know which budget KPIs to measure. We are tracking a combination of leading
and lagging measures.
Data Architecture – We know what data we have, what data we need and where we have gaps. We have
designed a data architecture that will provide us with the data necessary to make decisions.
Data Cleanliness Plan – We know what data is clean vs. dirty. And we have a plan that keeps our
critical data clean.
Data Stewardship Plan – We are clear about who owns what data. And what this ownership
responsibility means.

ENGAGEMENT CHECKLIST

Yes No Engagement Checklist Criteria

Social Selling Playbook – We have embraced social selling as a modern way to generate leads. We have
equipped our sales team with a step by step playbook that helps them execute social selling.

Prospecting Playbook – We have equipped our sales team with a step by step playbook that helps them
execute traditional prospecting techniques to generate leads.

Prospecting Certification Process – We have defined a process for certifying the sales team knows how
to prospect. And this process includes techniques beyond testing like role plays, external use validation,
etc.

Gamification Method – We have defined a gamification process that motivates the sales team to utilize
the prospecting process. The result is satisfactory levels of adoption

Sales Process Playbook – We have defined a sales process that is aligned with how buyers want to buy
from us. We have equipped our sales team with a step by step playbook that helps them execute our sales
process.

Adoption Plan – We have defined the adoption plan down to the individual rep/manager level. This
includes considerations around compensation, time, cadence, WIIFM, etc. The result is satisfactory
levels of adoption.

Field Testing Plan – We have utilized a field testing plan. As a result we know our sales process (or
changes to our sales process) will produce the desired results.

Sales Process Certification & Gamification Process – We have defined a process for certifying the
sales team knows how to use the sales process and have motivated the team to use it through
gamification.

Sales Manager Coaching Playbook – We have defined a sales manager coaching process that helps the
reps execute the sales process in the job. We have equipped the sales management team with a step by
step playbook that helps them execute our coaching cadence.

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ORG CHECKLIST

Yes No Org Checklist Criteria

Buyer Channel Preference – We know, and have validated, which sales channels our buyers want to
engage with.

Channel Coverage Model – We have adequate coverage across the sales channels that our buyers prefer.

Competitive Channel Analysis – We know which channels our competitors utilize and the success they
have with each.

Org Chart Stress Test – We have stress tested our org chart. We know where it is strong and where
there are weaknesses.

RACI – We have defined the responsibilities for each of our sales roles. For each of our core processes,
it is clear who should do what when.

Accurate Org Chart – Our org chart is up to date and accurate. It reflects the current state of our sales
team.

Top Down Headcount Model – One way we plan headcount is using a top down approach. We take the
overall sales goal and determine what each individual resource needs to produce.

Bottoms Up Headcount Model – One way we plan headcount is using a bottoms up approach. We take
the production of each individual sales resource and aggregate it against the overall sales goal.

Time Study – We perform regular time studies. We understand how each resource is spending their
time. And we act on this data to optimize selling time.

A Player Score Card by Role – We have scorecards for each role that define what ‘A’ player
performance looks like. As a result our team knows what is expected of them.

Talent Assessment Process – On at least a semi-annual basis, we assess our talent. We act on this data
through resourcing decisions, IDPs, etc.

Candidate Selection Process – We have a defined process for how we make hiring decisions. And have
validated this process helps us consistently acquire top talent.

Individual Development Plans (IDPs) – Every member of the sale team has an individual development
plan. Accomplishing these IDPs is a priority for the team. And they guide the regular coaching
discussions with management.

New Hire On Boarding Process – We have a new hire onboarding process that shortens time to
productivity. This plan maximizes how new hires spend their time and provide early signs of who is
going to be successful and who is not.

Coaching Methodology – We have a coaching methodology that on a daily basis reinforces the
performance of each sales team member in the job. And is used to develop team members for future
career advancement.

Performance Review Process – We have a performance review process that is executed at least once a
quarter. The output of this process is used to correct or reinforce the performance of each member of the
sales team.

Territory Design Process – We have a territory design process that creates balanced/optimized

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 Yes No Org Checklist Criteria

territories. As a result we have placed the right reps in the right territories

Territory Planning Process – We set goals for each territory. And have a tactical plan that when
followed enables each rep to attain their goal.

Quota Setting Methodology – Our quota setting process translate the corporate revenue goal into sales
quotas that reflect the potential of each territory.

Benchmarked Comp Plans – We have accurately benchmarked our compensation plans. We have
determined how we want to pay relative to the benchmarks. And we use this information to construct
optimized compensation plans.

EXECUTION CHECKLIST

Yes No Execution Checklist Criteria

Centralized Sales Enablement Team – We have defined the objectives for the sales enablement team.
Ownership of sales enablement is clear and the team is centralized.

Content Audit – We know what content sales needs to be effective. We have identified where we have
coverage and/or gaps. And have a plan to address the gaps.

Content Creation Process – We have a process for creating sales enablement content. We have secured
the resources needed to execute the content process.

Sales Training Program – We know the competencies, skills and knowledge training needs of the team.
And have a program in place to address these needs.

Mobile Sales Playbooks – We have packaged our sales enablement content into mobile playbooks that
make the needed information available to the rep when they need it.

Technology Automation – We have all the core technologies in place to facilitate sales enablement -
mobile playbooks, sales portals, content management system, partner resource center, learning
management system, etc.

Certification and Gamification Process – We have defined a process for certifying the sales team
knows how to use the sales enablement tools and have motivated the team to use them through
gamification. The result is satisfactory levels of adoption.

Coaching Methodology – We have a coaching methodology that on a daily basis reinforces the sales
enablement expectations of each sales team member while attempting to use the tools in the job.

Sales Enablement KPI Scorecard – We know how to measure the return on our sales enablement
investments.

Adoption Plan – For each new sales initiative we launch, we have a plan do drive sales adoption that
accounts for everything a manager and rep needs to change their behavior. The result is satisfactory
levels of adoption.

Pipeline Management Process – Our pipeline management process results in an accurate representation
of the out quarters pipeline.

Forecast Management Process – Our forecast management process enables us to accurately call the in

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 Yes No Execution Checklist Criteria

quarter number.

Quarterly Business Review (QBR) Process – We have a QBR process that helps us make the number
while not being a distraction for the team.

Data/Analytics/Reporting Strategy – Our Data/Analytics/Reporting strategy serves up accurate sales

insights. These insights enable everyone in the organization to make the right decisions.

SUPPORT CHECKLIST

Yes No Support Checklist Criteria

Easy to Process Pricing Exception – Our pricing exception process is easy to use, fair with its outcome and helps
close deals.

Easy to Process Contract Exceptions – Our contract exception process is easy to use, fair with its outcome and
helps close deals.

Efficient Order Management – Our order management process is easy to use and helps close deals.

Easy to Process Comp Exceptions – Our compensation exception process is easy to use and fair with its outcome.

Marketing Automation – We are power users of Marketing Automation. We have maximized our investment and
leverage it to close more sales.

CRM – We are power users of CRM. We have broad adoption of the system. We have maximized our investment
and leverage it to close more sales.

Mobile Playbooks – We have enabled our team with mobile playbooks. These mobile playbooks make available the
information our sales team needs at the moment they need it.

Learning Management System (LMS) – We have an LMS that enables our training program. We use the LMS to
track participation and identify future training needs.

Partner Resource Management (PRM) – Our partners feel they have access to all the resources they need through
our PRM system. This helps gain mindshare and close more sales.

Gamification Tool – We have a gamification tool that positively incents reps to perform the desired activities. As a
result we achieve satisfactory levels of adoption of new behaviors.

Incentive Comp Automation – Our Incentive Comp Automation tool provides visibility into rep compensation. As
a result, the calculations are accurate and the payments are timely.

Contract Administration Software – Our contract administration software removes friction from the contract
process. As a result customers agree we are easy to contract with.

Configure-Price-Quote (CPQ) – Our CPQ system saves the reps time when configuring, pricing and quoting
solutions. As a result the reps are able to spend less time on CPQ activities and more time selling.

Quote-to-Revenue – Our Quote-to-Revenue process is optimized. It accurately tracks transactions across all quote,
contract and revenue phases. It alerts us to exceptions while proving the necessary visibility to Sales, Legal and
Finance across all quote, contract and revenue phases.

Online Collaboration – We have maximized our investment in online collaboration. As a result the team is able to
share best practices real time. And as a result of real time collaboration, our win rates have improved.

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