Huawei Sales System | Sales Management: LTC Process System Explanation
Product person Wei Peng
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December 12, 2022
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B-end product managers need to consider more about product functionality, stability, safety, compliance, etc., while C-end product managers need to consider more about product usability
LTC is one of Huawei's three main processes, which starts from clue discovery and continues until cash is collected, thus achieving end-to-end connectivity. The author of this article starts from Huawei's business process framework and analyzes the LTC process. Let's take a look together.
LTC is one of Huawei's three main processes, which starts from clue discovery and continues until cash is collected, thus achieving end-to-end connectivity.
The three main processes are:
Other processes can refer to the previous article:
Huawei IPD process
Huawei ITR process
Continue today's content, involve different roles in different process stages, and integrate and collaborate with other processes.
Integrate elements such as quality, operations, internal control, authorization, and finance into the process to achieve seamless operation.
Lead to Cash (LTC) is a business operations management philosophy that involves the transition from sales leads to cash collection.
Clues refer to the potential purchase intention of customers for a specific product or service, and are the early form of information representation within the customer's organization.
Clues may ultimately bring business opportunities to the enterprise.
Meanwhile, LTC is also an integrated business process.
Huawei's business process architecture can be divided into three parts:
Business processes (execution processes), such as IPD and LTC;
The enabling process provides capability support for business processes, among which strategic planning belongs to the enabling process;
Support processes, including finance and human resources processes.
LTC carries the business flow from leads to payments, and cannot be viewed in isolation.
You need to start from Huawei's business process framework to understand the LTC process:
The IPD process is from customer needs to product implementation;
The MTL process is from market to lead;
The LTC process is from lead to payment collection;
The ITR process is an end-to-end customer value creation business activity, from problem to solution;
Execute the class process to call the enable class process and make requirements for the enable class process; Supporting processes exist to enable the entire company to operate continuously, efficiently, and with low risk.
1、 LTC Process Architecture
Huawei LTC 3.0:
L1- Process categories
L2- Process Group+Capability Group
L3- Process+Capability
L4- Sub process
L5- Process Activities
L6- Task
LTC process plan:
The LTC process solution covers seven key business areas that are crucial for improving a company's revenue and profitability.
1. Potential customer development
Potential customers can come from many channels, including corporate website homepage, trade shows, or traditional relationship networks.
Establishing a website that converts visitors into potential customers through login pages is a crucial starting point for the customer journey.
Even potential customers collected offline, such as exhibition participants or referrals, may study your brand through the company's homepage, so optimization and adjustment must be made according to their needs.
Social media has also become an important component of customer journey, and many loyal customers express their usage feelings through social media, which can also bring potential customers.
You need to ensure that the tools you use are seamlessly integrated with the marketing automation system, which is also the "integrated" approach in LTC's operational management philosophy of integrating various processes.
Not all potential customers will immediately purchase your product.
In fact, it may take a long time from when potential customers first come into contact with the company to when they are ready to purchase products or services.
2. Marketing automation
What should be done next with potential customers?
You need to cultivate potential customers through marketing automation systems.
The optimized marketing automation system can enable sales teams to focus on the best opportunities at the right time, such as using potential customer ratings and other functions.
Meanwhile, the sales team should deliver effective information to potential customers at the right time to help them meet their needs.
3. Sales Management
Potential customers, contact files, existing customers, opportunities, and marketing activities must be managed according to standard procedures.
4. Configuration quotation
Many companies are still using Excel to manage price lists, which is difficult to update and maintain in real-time, and also not easy to share and access.
Timely delivery of quotations and invoices is a crucial step in the process of quoting to cash.
The CPQ system for pricing based on cloud configuration can simplify this process and ensure that enterprises stay ahead in competition.
Provide consistent and accurate quotations, allowing customers to enjoy seamless processes simultaneously.
5. Order Execution
Accurate and timely management of orders is an important component of success.
According to the needs of the enterprise, various order management and execution applications can be integrated, as well as existing order systems or ERP systems.
6. Customer service
Making business operations easier requires a responsive customer service team that can keenly identify opportunities for upselling and cross selling.
This requires the customer service department to work closely with the account manager to handle situations including renewal or order cancellation.
To achieve this internal collaboration, the service team and sales team must share the same standard data.
7. Revenue management
Due to communication between departments or issues with corporate processes, it is difficult to collect payments and provide invoices to customers.
Integrating sales systems, ERP or billing systems can help finance teams better understand the products sold and the services delivered.
When invoices need to be prepared, the workflow can trigger notifications, and the finance department can easily obtain the original quotation.
2、 Value stream
The value stream mainly includes three aspects, namely: ML management leads, MO management opportunity points, and MCE management contract execution.
1. Manage lead process
The lead management of the LTC process advocates opening up the horn and getting involved in the customer's procurement process earlier.
This can allow more sales leads to enter the visible and manageable scope earlier, so as to achieve earlier customer communication and better technical matching.
Taking Wei Sir's company as an example, the company has dedicated personnel to regularly scan customer leads (including existing and potential customers), screen and visit them regularly.
Even during the epidemic situation, it can bring sustained new business flow to the enterprise, promoting the development of the second curve of the enterprise.
During the lead phase, a series of tools, templates, and analysis of customer behavior are used to guide frontline sales personnel in communication and exchange with customers, ultimately transforming effective leads into customer purchasing needs.
2. Manage opportunity points
The purpose of opportunity point management is to cultivate good leads during the lead management stage, and complete contract signing through sales communication, guidance, bidding, and other actions.
At the same time, it is also necessary to manage the quality of contracts to ensure that the project can be delivered with high quality.
Opportunity point management is led by account manager AR, with solution manager SR and delivery manager FR working together to guide the work.
Then gradually transition to the bidding work led by the solution manager SR and coordinated by the account manager AR and delivery manager FR, commonly known as the "Iron Triangle CC3" operation.
The primary task after the contract is signed is to transfer the project command power through the contract disclosure meeting, which includes meetings, email transmission, document sharing, etc.
3. Manage contract execution
After the contract is signed, it can enter the contract execution management stage.
The contract execution phase is led by the delivery manager FR, and the work of the account manager AR and the solution manager SR will continue until the contract is closed.
The account manager AR needs to be responsible for payment collection and customer management maintenance, while the solution manager SR needs to be responsible for scheme clarification and related communication.
3、 Cross departmental collaborative operations
Role: The core execution team in the entire process is CC3, also known as Iron Triangle in Chinese.
CC3 (Customer Centric Three) means a customer-centric project team.
The team consists of three roles: AR, SR, and FR:
AR refers to the person responsible for customer satisfaction and is the core of the entire CC3, generally speaking, the sales personnel of the enterprise;
SR refers to the person in charge of the solution. In the field of solution sales, it generally refers to pre-sales consultants. In large solution companies such as IBM, Accenture, and even slightly larger domestic companies such as SIE, this role is played;
FR refers to the person responsible for contract performance. In the field of solution sales, it generally refers to the project implementation leader or team.
Within Huawei, every sales project has an AR responsible for customer satisfaction throughout the LTC process.
AR plays a core role in it, keeping an eye on the LTC process, monitoring customer satisfaction, and taking responsibility for the ultimate customer satisfaction.
There is a concept of PO in the order, which is the granularity of delivery, which is smaller than the contract.
Key factors for efficient operation of the Iron Triangle:
1) Common KPI: Achieving Collaboration of Iron Triangle in End to End LTC Processes
2) Ability development and management
The ownership, recruitment, training, certification, and management of the Iron Triangle;
Resource allocation: capability level and project requirements;
The performance evaluation results of the Iron Triangle performance evaluation project.
3) Authorization and decision-making
The project initiator authorizes the Iron Triangle to manage the entire process from leads to payment collection
Project initiator resolves internal conflicts in the Iron Triangle
4) Human resource cost accounting and utilization efficiency
Resource pricing, listing, and deployability
Resource department assessment: utilization rate and performance
Human cost accounting: project and its affiliated business organization
4、 Huawei's LTC Transformation
Through the IPD transformation developed in the early years, Huawei's product development has made leaps and bounds. However, the sales line is increasingly unable to keep up with the development needs of the business. Therefore, Huawei's management is determined to transform all sales businesses and rebuild the sales process with LTC.
Huawei LTC process transformation has been ongoing for 10 years, and by August 2017, the transformation project was closed.
Huawei's EMT summary suggests that the LTC revolution has invented the trading platform, which has connected the entire trading system.
From potential customer development to revenue management, different departments may produce data silos when using disparate business systems.
These data silos can lead to low process efficiency, thereby affecting customer experience.
LTC has implemented an integrated technology solution that automates all aspects of the sales cycle and improves the efficiency of internal processes.
From sales lead management systems to lead to order software, Configure Price Quote (CPQ) tools, invoice/payment systems, and fully functional customer relationship management, sales teams can quickly drive opportunities in sales channels.
1. Change process
Huawei has gathered a group of talents with the most business knowledge and practical experience to form an LTC project team:
The first step is to conduct problem research, conduct questionnaire surveys and interviews with frontline business personnel worldwide, and categorize and summarize the most challenging and unresolved issues in sales.
The second step is plan planning and design. The Huawei team and Accenture expert group continuously discuss and gradually develop feasible and detailed plans based on the collected problems.
The third step is the IT development stage, where IT technology is used to solidify the process and build an LTC system.
Next, pilot testing will be conducted to further optimize the process during trial operation; Subsequently, it will be implemented on a small scale and the process will continue to be optimized. Once the process is mature, it will be widely promoted for use in various regions around the world.
By continuously optimizing customer centered LTC process management, Huawei has achieved comprehensive improvement in three indicators: finance, customer satisfaction, and performance.
Ren Zhengfei once said that management should focus on three things: customers, processes, and performance. The most valuable thing Huawei will leave to the world in the future is the IT supported process management system.
LTC enables businesses to operate efficiently in customer-centric processes, connecting various functional areas related to the business and achieving cross domain business collaboration.
LTC, along with IPD and ITR, constitute Huawei's three major business processes, supporting Huawei's sustained sales growth for over thirty years through the best path to business success.
Refer:
Huawei Marketing Iron Army by Lan Tao and Zhang Hongyi
Huawei's saturation attack marketing method by Meng Qingxiang
Sanhao Business School
Public information, etc
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华为销售体系 | 销售管理：LTC流程体系详解
LTC是华为的三大主流程之一，从线索发现开始，直至收回现金，从而实现端到端的拉通。本文作者从华为的业务流程框架出发，对LTC流程进行了分析，一起来看一下吧。
LTC 是华为的三大主流程之一，从线索发现开始，直至收回现金，从而实现端到端的拉通。
三大主流程分别是：
其他流程可以参考之前文章：
继续今天的内容，在不同的流程环节卷入不同的角色，并且和其他流程集成协作。
将质量、运营、内控、授权、财经等要素放到流程中去，实现一张皮运作。
从线索到回款（Lead to Cash，LTC）是一种从销售线索到现金回款的企业运营管理思想。
线索是指客户对特定的产品或服务的潜在购买意愿，是项目早期在客户内部的信息表现形式。
线索最终可能会为企业带来商业机会。
同时，LTC也是一个集成的业务流程。
华为的业务流程架构可分为三部分：
经营流程（执行类流程），例如：IPD和LTC；
使能流程，它为业务流程提供能力支持，其中战略规划就属于使能流程；
支持流程，包括财经、人力资源流程。
LTC承载了从线索到回款的业务流，不能孤立地去看LTC流程。
你需要从华为的业务流程框架出发来了解LTC流程：
IPD流程是从客户需求到产品实现；
MTL流程是从市场到线索；
LTC流程是从线索到回款；
ITR流程是从问题到解决，属于端到端的客户价值创造业务活动；
执行类流程调用使能类流程，给使能类流程提要求；支撑类流程为使整个公司能够持续高效、低风险运作而存在。
一、LTC流程架构
华为LTC 3.0：
L1 – 流程大类
L2 – 流程组+能力组
L3 – 流程+能力
L4 – 子流程
L5 – 流程活动
L6 – 任务
LTC流程方案：
LTC流程解决方案涵盖了七个关键的业务领域，这些领域对于提高企业的收入和盈利能力至关重要。
1. 潜在客户开发
潜在客户可以来自很多渠道，包括企业网站首页、贸易展会或传统的关系网。
建立一个网站，通过登陆页面将访问者转化为潜在客户，是客户旅程的一个至关重要的起点。
即使是在线下收集到的潜在客户，比如展会的参与者或引荐人，也可能会通过企业首页来研究你的品牌，所以必须根据他们的需求进行优化和调整。
社交媒体也已成为客户旅程中的重要组成部分，许多忠实客户会通过社交媒体表达他们的使用感受，这也可以带来潜在客户。
你需要确保使用的工具能与营销自动化系统无缝衔接，这也是LTC运营管理思想中，将各个流程集成的“一体化”思路。
并不是所有的潜在客户都会立刻购买你的产品。
事实上，从潜在客户首次与企业接触，到他们准备购买产品或服务，可能会经过很长一段时间。
2. 营销自动化
有了潜在客户，下一步应该怎么办呢？
你需要通过营销自动化系统进行潜在客户的培养。
经过优化后的营销自动化系统，可以实现让销售团队在正确的时间聚焦于最佳的机会，比如使用潜在客户评分等功能。
同时，销售团队应该在正确的时间将有效的信息传递给潜在客户，来帮助潜在客户实现他们的需求。
3. 销售管理
潜在客户、联系人档案、现存客户、机会和市场活动必须按照标准流程进行管理。
4. 配置报价
许多企业仍在用Excel管理价格表，这种方式很难即时进行更新和维护，也不容易分享和访问。
及时交付报价和发票，是报价到现金流程中的关键一步。
而基于云配置的价格报价CPQ系统，可以简化这个过程，确保企业在竞争中保持领先。
提供一致、准确的报价，让客户同时享受无缝的流程。
5. 订单执行
准确和及时地管理订单是成功的重要组成部分。
根据企业的需求，可以整合各种订单管理和执行应用程序，也可以集成企业现有的订单系统或ERP。
6. 客户服务
将业务开展变得更轻松，需要一个反应灵敏的客户服务团队，能够敏锐识别追加销售和交叉销售的机会。
这需要客户服务部门需要与客户经理密切合作，处理包括续订或订单取消的情况。
要实现这项内部合作，服务团队与销售团队必须共享相同的标准数据。
7. 收益管理
由于部门间沟通或企业流程的问题，导致很难向客户收取付款、提供发票。
将销售系统、ERP或计费系统集成，可以让财务团队更好地了解销售的产品和交付的服务。
当需要准备发票时，工作流可以触发通知，财务部门可以很容易地获取到原始报价。
二、价值流
价值流主要包括三个方面，分别是：ML管理线索、MO管理机会点、MCE管理合同执行。
1. 管理线索流程
LTC流程的线索管理倡导广开喇叭口，更早地介入到客户的采购流程中去。
这样就可以让更多的销售线索更早地进入到可视、可管理的范围，以便可以做到更早的客户沟通、更好的技术匹配。
以卫Sir所在公司为例，公司设置有专人定期扫描客户线索（包括现有客户、潜在客户），定期筛选、定期拜访。
即便是在疫情状态下，也能为企业带来持续的新业务流，促进了企业第二曲线的发展。
线索阶段通过一系列工具、模板以及对客户行为的分析，指导一线销售人员与客户进行沟通与交流，最终将有效的线索真正转化为客户的购买需求。
2. 管理机会点
机会点管理的目的是将线索管理阶段培育好的线索，通过销售沟通、引导、投标等动作，完成合约签订。
同时也需要管理好合同的质量，确保项目能够高质量地交付。
机会点管理由客户经理AR牵头，解决方案经理SR和交付经理FR协同引导工作。
然后逐步过渡到解决方案经理SR牵头，客户经理AR和交付经理FR协同的投标工作，也即通常说的“铁三角CC3”运作。
合同签定后的首要任务是通过合同交底会做项目指挥权的转移，其中合同交底的方式包括会议、邮件传递、文档共享等。
3. 管理合同执行
合同签订后即可进入合同执行管理阶段。
合同执行阶段由交付经理FR牵头，客户经理AR和解决方案经理SR的工作也一直要延续到合同关闭。
客户经理AR需要负责回款和客户管理维护、解决方案经理SR需要负责进行方案澄清和相关沟通。
三、跨部门协同作战
角色：整个流程中的核心执行团队是CC3，中文叫铁三角。
CC3（Customer Centric Three）的意思是以客户为中心的项目团队。
团队由三个角色构成，分别是AR、SR、FR：
AR，指对客户满意度负责的人，是整个CC3的核心，一般来说就是企业的销售人员；
SR，指解决方案负责的人，在解决方案销售领域，一般指售前顾问，在大型解决方案公司，例如IBM、埃森哲，甚至国内稍微有点规模的如SIE，都有这样的角色；
FR，指合同履行负责的人，在解决方案销售领域，一般指项目实施负责人或团队。
在华为内部，每一个销售项目在执行LTC流程的过程中，都有一个全程对客户满意度负责的AR。
AR在其中扮演核心角色，眼睛盯着LTC流程、盯着客户满意度，为客户最终的满意负责。
订单中有一个PO的概念，是交付的颗粒度，它比合同小。
铁三角高效运作的关键因素：
1）共同的KPI：实现铁三角在端到端LTC流程中的协作
2）能力培养和管理
铁三角的归属、招聘、培养、认证、管理；
资源分配：能力等级和项目需求；
铁三角绩效评价项目绩效结果。
3）授权与决策
项目发起人对铁三角授权以管理线索至回款全流程
项目发起人解决铁三角的内部冲突
4）人力成本核算和使用效率
资源标价、上架及可调配
资源部门考核：使用率和绩效
人力成本核算：项目和项目所属商务机构
四、华为的LTC变革
通过早年研发的IPD变革，华为的产品研发有了跨越式发展，但销售线越来越跟不上业务的发展需要，因此华为管理层决心以LTC变革所有销售业务，再造销售流程。
华为LTC流程变革进行了10年，到2017年8月，变革项目关闭。
华为的EMT总结认为：LTC变革发明了交易通，把整个交易系统打通了。
从潜在客户开发到收入管理，不同部门使用互不相通的业务系统时，会各自产出数据“孤岛”。
这些数据“孤岛”就会导致流程效率低下，从而影响客户体验。
LTC实现了一个集成的技术解决方案，该方案使销售周期的各个方面自动化，并提高了内部流程的效率。
从销售线索管理系统到订单（Lead to Order）软件、配置价格报价（Configure Price Quote, CPQ）工具、发票/收款系统，再到全功能的客户关系管理，销售团队可以快速推进销售渠道中的机会。
1. 变革过程
华为聚集了一批最懂业务、实战经验最丰富的人才组建LTC项目团队：
第一步做问题调研，面向全球一线业务人员做问卷调查及面谈，分类汇总出销售方面最为棘手的、待解决的问题。
第二步是方案规划设计，华为团队与埃森哲专家组不断探讨，针对搜集而来的各种问题，逐步制定出可实行的细化方案。
第三步是IT开发阶段，用IT技术来固化流程，搭建LTC系统。
接下来进行试点，在试运行中进一步优化流程；继而小面积推行，继续优化流程，流程成熟后，大面积推广到全球各区域使用。
通过不断优化以客户为中心的LTC流程管理，华为实现了财务、客户满意度、绩效三指标全面提升。
任正非曾说管理要抓住三件事：客户、流程、绩效，华为未来留给世界最有价值的是IT支撑的流程管理体系。
LTC让业务在以客户为中心的高效流程上运转，把业务相关的各个功能领域连接起来，实现跨领域业务协同。
LTC与IPD、ITR一起构成华为三大业务流程，以业务成功的最佳路径，支撑起华为三十余年销售额持续增长。
refer：
华为营销铁军 by 兰涛 张泓翊
华为饱和攻击营销法 by 孟庆祥
三豪商学院
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