Enterprise Selling Process

This chapter describes how a sales professional can use Siebel Enterprise Selling Process (ESP) methodology from Siebel MultiChannel Services to penetrate, cover, and grow large strategic accounts (especially global accounts). It includes the following topics:

About Enterprise Selling Process

Enterprise Selling Process is a separately licensed module that integrates with the Siebel Sales application.

The ESP module helps sales professionals identify the customer's business drivers and initiatives, uncover opportunities in key business and service units, develop global account strategies, manage key executive and partner relationships, and coordinate team activities.

The ESP module is designed to support users who are already familiar with the ESP methodology, which is based on the learning programs offered by Siebel MultiChannel Services. Users first complete an initial account analysis to select the units, opportunities, and partners, using the tools provided in the ESP workshop. After the analysis, the business units, opportunities, and partners are entered and tracked using the Siebel ESP module.

About Using ESP Methodology to Manage Accounts

Siebel Enterprise Selling Process (ESP) software provides support for the Enterprise Selling Process methodology from Siebel MultiChannel Services. The software module allows account teams to better make use of the ESP account management methodology to penetrate, cover, and grow large strategic accounts (especially global accounts). Using the software, sales professionals can be more effective at identifying the customer's business drivers and initiatives, uncovering opportunities in key business and service units, developing global account strategies, managing key executive and partner relationships, and coordinating team activities.

The Siebel Enterprise Selling Process software module provides the following features:

Support for the Enterprise Selling Process methodology
An overview of Account Plan Highlights, such as the goal, the value proposition, and the critical success factors for driving business in the account
A set of objectives for driving business in the account and an action plan for achieving each objective
Analysis of the offerings that address each business and service unit's needs, along with the associated revenue from Installed Base, Current, and Potential Opportunities
Automatic creation of an organization chart that visually shows an analysis of key players and their relationships
Automatic creation of ESP reports including the Account Map and Account Plan

Scenario for Managing Enterprise Selling Process

This topic gives one example of how ESP management might be used. You might use ESP management differently, depending on your business model.

An account manager has completed the ESP methodology workshop. At the end of the workshop, she develops a plan for her account. She plans to use the ESP software module to enter her account plan information to share with her team, and to track performance over the next several quarters against the plan.

The account manager begins by launching Siebel Sales and navigating to the Accounts screen. She selects the targeted account from the list of accounts, and then moves to the Enterprise Selling Process view to begin her account analysis.

First, the account manager enters the account's business and service units and key information about each unit such as the unit's culture, her company's level of relationship with the unit, and the strategy she plans to apply to the unit. Consequently, she provides her team with important sales information about each unit that sales team members plan to contact.

Then, the account manager enters information about the potential, current, and installed base opportunities by offering for each unit. This information helps the team understand where they have coverage and penetration in each unit and with which offerings. After the account's units and opportunities are mapped, the account manager analyzes the organizational structure within the account. The account manager defines both the formal and informal organizational structures and determines who is important within the account and whom the team must spend more time with to close the identified opportunities.

The account manager continues by analyzing the partners involved with this account so she can identify and use partnership capabilities within the key business and service units. The manager uses her analysis to enter her value proposition, goal, critical success factors and objectives for the account. She then enters activities that are necessary to meet each objective, and assigns objectives to the appropriate team member. Consequently, the account manager can coordinate with her team in a goal-oriented fashion.

When the account manager is ready to share her Account Plan, she runs the report and emails it to her team and manager. Her manager can also review the report online and enter her comments in the Manager's Review form.

Process of Managing Enterprise Selling Process

The Enterprise Selling Process (ESP) module consists of eight views. Information provided in these views comprises the overall account plan. The ESP Account Plan and the ESP Account Map reports can be automatically generated from the ESP module. The tasks associated with the eight ESP views describe how to use the Enterprise Selling Process module.

To manage the Enterprise Selling Process, perform the following tasks:

While you are in a view, click Reports in the toolbar to access the available preconfigured reports for the data in that view. For more information about reports, see Siebel Reports Guide.

Adding ESP Business Unit and Service Unit Information

The Business Unit and Service Unit (BU/SU) Overview helps you segment the account into more manageable business and service units. Each business or service unit in your account has different characteristics that affect your ability to sell into the unit. This view helps you profile each unit to determine these characteristics. It also helps you to make decisions about where to apply your resources and how to successfully integrate into the organization.

This task is a step in Process of Managing Enterprise Selling Process.

To add BU/SU overview information

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the BU/SU Overview view.

In the list, create a new record, and complete the necessary fields.

Some fields are described in the following table.

Field	Comments
Business / Service Unit	Type a name for the business or service unit.
Culture	Select a value that defines the culture (sales environment and sales approach) favored by the business or service unit. Examples are Entrepreneurial, Individualistic, Bureaucratic, and Collaborative.
Strategy Type	Select a value that defines your strategy to penetrate, cover and grow the relationship with the business or service unit. The values are Create, Exit, Expand, Protect, and Pursue.
Initiatives	Type a description of the initiatives on which you plan to focus for the business or service unit. Example are improve ROI by 10% and increase customer satisfaction.
Level of Relationship	Select a value for your company’s perception of its relationship with the business or service unit. Examples are Problem Solver, Trusted Advisor, and Credible Source.
Marketing	Type information about an existing marketing campaign or new marketing campaign that you want to apply or develop for this business or service unit.

Field values are discussed during methodology training, and are available as part of the methodology documentation.

Repeat Step 4 for each Business or Service Unit in the account.

Note: If you are using ESP to analyze an account that has associated child accounts, then the child accounts automatically appear in the BU/SU Overview list.

Adding ESP Business and Service Unit Offerings

The Offerings view helps sales professionals to identify opportunities to sell their offerings (products and services) into key business or service units in the account. The sales professional can use this view to maintain a balance of current and future revenue in the account. It also helps to identify opportunities for greater account penetration.

This task is a step in Process of Managing Enterprise Selling Process.

To add offerings

Navigate to the Accounts screen, then the Accounts List view.
Drill down on Name field of an account record.
Navigate to the Enterprise Selling Process view, then the BU/SU Overview view.
Drill down on the Business/Service Unit field of the unit record to which you want to add offerings.
The name of the unit you drilled down on appears in the Account form at the start of the screen. The Offerings view appears. To add offerings, the Account Type must be ESP BSU. When the Account Type is set to ESP BSU, the icon to create a new record is inactive in the BU/SU Offering Summary view and in the Objectives view. This behavior is controlled by the business component user property Parent Read Only Field.

In the Offerings list, create a new record, and complete the necessary fields.

Some fields are described in the following table.

Field	Comments
Potential Oppty Name	Select an existing opportunity. You can also create a new opportunity. A potential opportunity has long-term revenue implications and ties to the customer's business initiative. The opportunity can occur and can be classified as unqualified.
Potential Oppty Revenue	Type the revenue classified as Potential that is associated with the opportunity. Note: You can enter the revenue associated with potential opportunities without creating a new opportunity in the Siebel database.
Current Oppty Name	Select an existing opportunity. You can also create a new opportunity. A current opportunity is in the sales cycle and has a significant associated revenue or market value. The opportunity can be the result of a new or installed business.
Current Oppty Revenue	Type the revenue classified as Current that is associated with the opportunity.
Install Base Name	Select an existing opportunity. You can also create a new opportunity. An installed base opportunity can be categorized in one or more of the following groups: Servicing and maintaining Upgrades, add-ons Contract extensions Non-competitive
Install Base Revenue	Type the revenue classified as Install Base that is associated with the opportunity.
Value to Customer	Select a numeric value to indicate your assessment of how critical the initiative is to the enterprise's overall strategy.
Value to Us	Select a numeric value after evaluating the following factors: Short-term revenue potential Future revenue potential Profitability Degree of risk Strategic value

When you have finished identifying opportunities in the unit for your offerings, navigate back to the BU/SU Overview view, select a new unit, and repeat Step 4 and Step 5.

Conducting an ESP Organizational Analysis

Sales professionals conduct an ESP organizational analysis to identify the most influential people for an account or unit and to record information about managing relationships with these people.

This task is a step in Process of Managing Enterprise Selling Process.

To conduct an ESP organizational analysis

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view.
You can conduct an organizational analysis for an account or for a business or service unit.
If you want to conduct an organizational analysis for an account, then perform the following steps:
1. Navigate to the Organizational Analysis view.
  The Organization Chart view appears showing any contacts associated with the account.
2. Proceed to Step 6 of this procedure.
If you want to conduct an organizational analysis for a business or service unit, then perform the following steps:
1. Navigate to the BU/SU Overview view.
2. Drill down on the Business/Service Unit field of unit record for which you are conducting an organizational analysis.
  The name of the unit appears in the Account form at the start of the screen, and the Offerings view automatically appears.
3. Navigate to the Organizational Analysis view.
  The Organization Chart view appears showing any contacts associated with the unit.
4. Proceed to Step 6 of this procedure.

From the drop-down list in the Organizational Analysis view, select Contacts to see the contacts for the account or unit, and complete the following steps:

(Optional) In the Contacts list, add a contact.
You can create a new contact record in the Add Contacts dialog box.

Note: You can also add a contact or create a new contact record in the Organization Chart view. If you create a new contact record in the Organization Chart view, then you must save the record to return to the Organization Chart view.

In the Contacts list, review and change the field values for each contact using the criteria in the ESP methodology training program.

The following table shows the shading that appears in the contact node in the organization chart for each value in the Level of Influence field.

Field Value	Shading
Low	None
Political Structure (Medium)	Light gray
Inner Circle (High)	Dark gray

Charting the Organization’s Reporting Structure

After conducting an ESP organizational analysis, sales professionals can create organization charts that visually summarize the organization’s reporting structure. Using the Organizational Analysis view, sales professionals can depict the structure and politics of the organization and then use this information to build and expand their relationship with the customer.

The organization chart displays nodes (boxes) that contain information for each of the contacts you analyze and associate with the account or unit. The node includes information about the contact, such as the contact’s title, and other information from the organizational analysis.

This task is a step in Process of Managing Enterprise Selling Process.

To create the organization chart

Navigate to the Organization Chart view.
For more information, see Conducting an ESP Organizational Analysis.
In the organization chart, click the dot at the end of the node for a manager, and relocate that dot to the other dot at the start of the node for the subordinate.
A line that reflects the reporting relationship between the contacts appears.
Repeat Step 2 for each contact until you complete the organization chart.

Note: The reporting relationships are also stored in the Contacts list (toggle view). Information about the manager of the contact appears in the Manager Last Name field and Manager First Name field. Use the Columns Displayed option in the menu for the cogwheel icon to display these fields.
To delete a line that reflects a reporting relationship, click the line, and select Delete in the Actions list.
To delete a node from the organization chart, select Contacts from the drop-down list in the Organizational Analysis view, and delete the record for the contact.

Using the Organization Chart to Draw Lines of Influence

You can track the political structure in the account or unit organization by identifying lines of influence between contacts. Tracking lines of influence helps you identify contacts who are not highly ranked (and are easier to access) but have significant influence on key decision makers.

Information about lines of influence is automatically updated in the Relationships view of the Contacts screen. You can add lines of influence in the Relationships view.

To draw lines of influence on the organization chart

Navigate to the Organization Chart view.
For more information, see Conducting an ESP Organizational Analysis.
In the organization chart, click the dot at the side of the node for a contact, and relocate that dot to the other dot at the side of the node for another contact.
A line that reflects the influence between the contacts appears.
Repeat Step 2 for each contact until you draw all lines of influence.
To delete a line that reflects an influence, click the line, and select Delete in the Actions list.

Adding Partners for ESP Analysis

The Partners view helps you to analyze and execute key partnership strategies while identifying and using partnership capabilities across the enterprise. This view also helps you develop initiatives used to engage key partners.

This task is a step in Process of Managing Enterprise Selling Process.

To add a partner

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the BU/SU Overview view.
Drill down on the Business/Service Unit field of the unit record to which to add partners.
The name of the unit appears in the Account form at the start of the screen. The Account Type must be ESP BSU to add partners to the unit.

The Offerings list appears after the Account form.
Navigate to the Partners view.
In the Partners view, create a new record, and complete the necessary fields.

Note: Partners are stored as Accounts in the Siebel database. The Partner flag is checked in the Add Accounts dialog box.

Adding a Contact

Complete the following procedure to add a contact.

To add a contact

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the Partners view.
In the Partners list, select the partner, and drill down on the Name field.
In the Contacts list, perform one of the following steps:
- Add an existing contact, select the contact from the Add Contacts dialog box, and click OK.
  
  Note: You can select multiple contacts by holding down the SHIFT key and selecting multiple contacts.
- Create a new record in the Contacts list, and complete the necessary fields for the contact.

Adding Activities

Complete the following procedure to add activities.

To add activities

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the Partners view.
In the Partners list, select the partner, and drill down on the Name field.
In the Contacts list, drill down on the Last Name field.
The Contacts detail form and Activities view appears.
In the Activities list, create a new record, and complete the necessary fields.
If you select Calendar and Activities in the Display In field, then you must specify a start date and time for the record to appear in the Calendar.

To delegate the activity, select the owner of the activity in the Owner field. For more information, see Activities

Viewing the BU/SU Offering Summary

The BU/SU Offering Summary is a read-only view that allows you to see all the offerings (and associated opportunities) you have added to each business and service unit in the account.

Note: Verify that the account name in the Account form does not show one of your units. You must select the main account for which you are conducting the ESP analysis to see all the offerings by unit.

This task is a step in Process of Managing Enterprise Selling Process.

To view BU/SU offerings

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the BU/SU Offering Summary view.
The offerings associated with each unit in the account appear. You can also see the potential, current, and installed base opportunities for each offering associated with each unit.

Adding ESP Objectives

The Objectives view helps the sales professional to develop an initial plan for the account. Sales professionals can create specific types of objectives (for example, Business Development, Revenue, and Cross-Account) for each unit or resource to improve strategic planning and account team coordination.

The defined objectives link to an Action Plan form that sales professionals can use to develop action plans to achieve each objective they set. Moreover, the sales professional can verify that the action plan is implemented, because the activities assigned in the Action Plan form automatically appear in the assignee’s activities list.

This task is a step in Process of Managing Enterprise Selling Process.

To add objectives

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the Objectives view.

In the list, create a new record, and complete the necessary fields.

Some fields are described in the following table.

Field	Comments
Unit or Resource	Type the unit or resource for which you are creating the objective. Units can be a business or service unit, opportunities, offerings, or groups of units. Examples of resource names are Marketing, Customer Satisfaction, or Partners.
Objective Type	Select the type of objective. Select from the Cross Account, Revenue, and Business Development objective types.
Objective	Type the objective for the unit or resource.
Strategy	Type a statement explaining how to achieve the objective.

Drill down on the Unit or Resource field.
The Objective details form appears with the Action Plan list.
In the Action Plan list, create a new record, and complete the necessary fields.
The Actions you create in the Action Plan list appear in your Activities, Calendar, and To Do List. The Display In value that you select determines the actions that appear. To appear in the Calendar, the start date for the action must be entered.

Adding ESP Account Plan Highlights

The Account Plan Highlights view allows the sales professional to enter the achievement goals for the account. The sales professional can communicate the strategic plans for the account to the sales team and to sales management, using the following fields:

Goal. The account goal is a statement that describes the level of business you want with the customer within the next few years. Express the goal, if possible, in terms of relationship and revenue.
Value Proposition. The value proposition is a statement that describes your value to the customer. The value proposition is written from the perspective of the customer.
Critical Success Factor. Specific to the ESP Account Plan, critical success factors are the events or resources necessary to the success of your plan.

This task is a step in Process of Managing Enterprise Selling Process.

To add account plan highlights

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the Account Plan Highlights view.

In the forms, complete the necessary fields.

Some fields are described in the following table.

Field	Comments
Goal	Type text describing the goal of the account plan.
Value Proposition	Type text describing the value proposition for the account plan.
Critical Success Factors	Type text describing the critical success factors for the account plan.

Viewing an ESP Manager’s Review

The sales manager uses the Manager's Review view to enter an assessment of the sales professional's ESP account plan. The manager can add comments in the Manager’s Review, which includes the date of each review.

The sales representative and other nonmanagers have read-only access to this view.

This task is a step in Process of Managing Enterprise Selling Process.

To view a manager’s review

Navigate to the Accounts screen, then the Accounts List view.
Drill down on the Name field of an account record.
Navigate to the Enterprise Selling Process view, then the Manager’s Review view.