CAREER ACCOMPLISHMENTS
NINTH HOUSE NETWORK, INC.

Company Bio
Title: Director of Sales, Marketing, and CRM Operations
Accomplishment: Sales Analysis and Report Design

Background:  NHN had won some major clients, and customer satisfaction was outstanding among those customers who fully implemented the product. However, the company had consistently failed to meet revenue goals, and of the existing customers, many had never completed implementation. A new VP of Sales was hired to transition the company from software sales model to a transactional sales model, enhance the field sales team, and build a telesales team. The company had conducted no sales or customer analysis, and had established no monthly or quarterly reports other than total sales per month. Hired as Director of Sales Operations (later to include Marketing).

Achievements:  Managed the new telesales team of 10 sales people located in Dallas and San Francisco, oversaw the development of a new customer retention/implementation team, increased usage and relevance of Sales Logix CRM software, conducted sales and customers analysis, designed monthly and quarterly reports, determined annual sales projections, and developed monthly forecasting and pipeline management tools while coordinating activities of field sales, telesales, retention/implementation team and resellers and sales channel partners. Forecasting tool predicted monthly sales within an average of 11% accuracy, with sales versus forecast varying from 96% to 125%. Doubled the percent of customers achieving 85% implementation within 90 days of purchase, thus securing a significant increase in future retention rates. Developed new customer promotions and special offers, increasing average first transaction revenue by 20% while significantly decreasing the average time to first penetration sale. Number of sales transactions per month doubled versus 2001. Customer base grew by 300% in 10 months.  

The following tools were developed for Ninth House Network during a 10-month term as Director of Sales Operations. Many of these reports are regularly included in monthly and quarterly Investor Reports. These reports are still in use today, maintained by VP of Finance Nick Nagy.

Ø       Monthly Sales Reports – The following reports are updated by exporting sales transaction data from Sales Logix and pasting them into an Excel workbook, to which all reports are linked:

o        NPR Report (New Account / Penetration / Retention)
o        Retention Post Mortem (Analysis of each renewal, expiration, and recovery)
o        Sales by Sales Channel and by Rep
o        Active Customer, Agreement, and Subscription Counts (Growth and/or Losses)
o        Annualized Subscription Value (and Growth or Loss Vs. Previous Month)

Ø       Monthly Forecasting and Benchmarking Reports – The following reports are updated from data provided by sales reps in each month’s forecasting exercise. A history of each rep’s complete monthly pipeline is retained for sales cycle analysis.

o        Win / Loss / Roll Report (Results Vs. Forecast)
o        90-Day Forecast
o        Sales Rep Performance Vs. Benchmark:

• Additions to Pipeline

• Pipeline Development (improvements in account status)

• Count of Prospects per Status Category (Verbal Agreement, Agreed on Terms, 90-Day Forecast, Early Stages)

• Pipeline Value (total potential and value forecast)

•  Sales Vs. Forecast

Ø       Quarterly and Annual Reports/Analysis:

o        Rollup of Monthly Reports
o        Sales from New Customers Vs. Established Customers
o        Sales Versus:  Goal, Forecast, Last Year, Previous Quarter
o        Customer Averages/Trends:

• Average First Purchase Volume

• Detailed New Account, Penetration and Retention Analysis

• Average Price per Subscription

• Purchasing Trends (aligning each customer’s first purchase month to study trends such as purchasing additional subscriptions in the fourth month as a customer)

• Customers By Industry