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Scenario for Managing a Portfolio

This topic gives one example of how portfolio managers might use the Portfolio Management Process You might use the Portfolio Management Process differently, depending on your business model.

A portfolio manager has ten accounts and must analyze the accounts, and decide how best to focus the resources.

The portfolio manager logs in to Siebel Sales and navigates to the Portfolio Management Process view. The manager creates a new portfolio plan. A portfolio plan is the means by which portfolio managers capture their intentions about how to drive revenue from a portfolio.

The manager adds ten accounts to the plan, and then performs the following tasks to segment the accounts:

1. Assesses current revenue. The portfolio manager enters the period for which they want to assess the revenue for the account. The revenue for this period is displayed in the application, separated into closed and committed revenue.

   The portfolio manager then selects a current revenue breakpoint. This breakpoint determines which accounts are considered to be more significant from a revenue point of view. This breakpoint also determines which accounts appear in the left and right halves of the segmentation map.

2. Assesses future potential. For each account, the portfolio manager enters a score against a set of criteria. The application then calculates a future potential score for each account, based on the scores entered by the portfolio manager.

   The portfolio manager then selects a future potential breakpoint. This breakpoint determines which accounts are considered to be more significant from a future potential point of view. This breakpoint also determines which accounts appear in the top and bottom halves of the segmentation map.

For each account, the application takes the current revenue value and the future potential score and plots the account on the portfolio segmentation map. The breakpoints segment the accounts into A, B, C, and D accounts.

Next, the portfolio managers analyze each of the A accounts. They review the business units and service units (BU/SU) for each account to make sure that all of the units are included. They then segment the units. To segment the units, they assign each unit scores to reflect the importance of the unit to the portfolio managers, and to the customers. The application uses these scores to plot a BU/SU segmentation map.

The portfolio managers then review the BU/SU segmentation map and select the units where they want to identify the potential opportunities. For each selected unit, they analyze the business drivers, related initiatives, and critical success factors.

Next, the portfolio managers review and update more information to complete the A account analysis. They also review and update the equivalent information for the B, C, and D accounts to complete the analysis of the B, C, and D accounts.

The information that the portfolio managers review and update for all the account groups is as follows:

• Current and installed base opportunities
• Organizational structure
• Marketing plan information
• Partner information
• Objective strategy and action plan information

The portfolio manager can view the portfolio segmentation map and print the BU/SU segmentation map. The manager of the portfolio manager can now review the portfolio plan and approve the plan.