PHASE 7: COVERAGE PLAN
Cover the market potential with the most cost-effective direct and indirect sales channels.
Design a coverage plan that serves the needs of your customers while optimizing customer acquisition cost. Use the best channel to penetrate each account and maximize lifetime value.
1. For each go-to-market channel, you understand the Customer Acquisition Costs (CAC) and Customer Lifetime Value (CLTV).
2. You use “potential” to determine your coverage plan and not simply revenue.
3. Every account that can spend money with you gets the appropriate attention it needs to justify the spend.
4. You are over-staffing sales resources for your top accounts.
5. You are under-staffing sales resources for your bottom accounts.
6. You clearly understand how each segment of your total available market wants to be served.
7. Each customer and prospect in your total available market has an account potential assigned to it.
8. It is clear where each channel begins and ends, and you have minimal channel conflict.
9. You do not have expensive field sales reps calling on low potential accounts in the market.
10. When compared to your top 3 competitors, you understand how your coverage model is different and why.
• Buyer Channel Preference Assessment
• Customer Acquisition Cost (CAC)
• Customer Lifetime Value (CLTV)
• Bottoms-up Potential Analysis
• Capacity Model by Role
• Coverage Plan by Channel
o Key Accounts
o Field Sales Reps
o Inside Sales Reps
o External Partners