Sub vertical and seasonality analysis

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About:

ACC needs to understand emerging and diverging sub verticals in the respective segments, ACC Canada, ACC Services and ACC Technology. By understanding the trajectory of the performance of these sub verticals we can better understand how these sub verticals behave alongside seasonality to apply to H1’22 Quota setting and to create a thorough ACC GTM strategy for the future.

Hypothesis: Comment by Vivian Fan: A hypothesis is not necessary because this is in essence sales forecasting and trend identification
As we define high potential and declining sub verticals alongside seasonality, we can apply our findings and account for a seasonality index in H1’22 Quota setting for ACC. Comment by Vivian Fan: This is a purpose statement

Analysis Scope:

Time Period of Data Analyzed: January 1st, 2019 (Q3’19) to current date,

Date of Analysis: Monday June 21st, 2021

Data in Scope: Anaplan Manager Alignment Export as of June 18th, 2021

Summary of Context:

H1’22 Planning:

High Level Breakdown of ACC

Classification

Number of Parent Accounts

Percentage of Total

ACC Canada

72

9%

ACC Services + FS

326

40%

ACC Tech

419

51%

Total

817

100%

Background:

· A proprietary SaaS book has been created under ACC Tech as a test to see if there is a SaaS specific strategy that could be developed further.
· ACC Canada has moved under ACC Services
· A Services Foundation and Tech Foundation book has been created under the retention strategy.
· Overall, for ACC, IT solutions Providers, Business Management Software, Content Platforms, Cybersecurity and Financial Technology are the top sub verticals positioned to outperform other sub verticals.

Below are outlined top 5 subvertical for each segment within ACC, top 5 subvertical were evaluated based on various growth rates along with the impact on the overall team.

Top Ranked ACC Canada Sub Verticals:

Rank Comment by Vivian Fan: Are these actuals or projected?

Classification

Sub Vertical

# of Parent Accounts Comment by Vivian Fan: How big is this? Comment by Vivian Fan: Is the # you have a material, impactful #? Can you measure the impact?

Q/Q Growth Rate

H/H Growth Rate

Y/Y Growth Rate

1

ACC Canada

Business Management Software

4

71.8%

60.6%

476%

2

ACC Canada

Vehicle Manufacturers

6

56.8%

20.7%

550%

3

ACC Canada

Financial Technology

4

12.0%

71.4%

118%

4

ACC Canada

Computer Software

4

11.1%

20.5%

53%

5

ACC Canada

IT Solution Providers

12

6.9%

-6.4%

12%

Top Ranked ACC Services Sub Verticals: Comment by Vivian Fan: Split ACC Services and ACC FS apart

Rank

Classification

Sub Vertical

# of Parent Accounts

Q/Q Growth Rate

H/H Growth Rate

Y/Y Growth Rate

1

ACC Services

Capital Markets

13

26.3%

23.1%

123.9%

2

ACC Services

Content Platform

18

20.0%

-2.3%

127.2%

3

ACC Services

Investment Management

19

18.9%

-0.8%

47.3%

4

ACC Services

Human Resources

13

10.9%

-14.2%

56.0%

5

ACC Services

Consumer/Online Services

8

31.8%

-8.2%

129.7%

Top Ranked ACC Tech Sub Verticals:

Rank

Classification

Sub Vertical

# of Parent Accounts

Q/Q Growth Rate

H/H Growth Rate

Y/Y Growth Rate

1

ACC Tech

Cybersecurity

26

23.9%

38.2%

155.9%

2

ACC Tech

Computer Networking

23

6.7%

30.9%

116.3%

3

ACC Tech

Human Resources Information Software

18

6.8%

29.5%

123.2%

4

ACC Tech

Financial Technology

11

15.6%

46.5%

92.2%

5

ACC Tech

Cloud/Data Center Solutions

28

3.0%

6.2%

47.5%

Below are outlined declining bottom 5 subvertical for each segment within ACC, declining 5 subvertical were evaluated based on various growth rates along with the impact on the overall team, shaded in grey you can see accounts with low impact.

Declining ACC Canada Sub Verticals:

Rank

Classification

Sub Vertical

# of Parent Accounts

Q/Q Growth Rate

H/H Growth Rate

Y/Y Growth Rate

1

ACC Canada

Banking

3

-29.1%

-10.3%

76%

2

ACC Canada

Investment Management

2

-14.1%

-41.4%

-21.0%

3

ACC Canada

Consumer Electronics

1

-100.0%

-79.7%

4

ACC Canada

Consulting

1

-89.1%

58.1%

-43.0%

5

ACC Canada

Shipbuilding & Railroad Manufacturing

1

-86.6%

-27.3%

*Grey represents little impact, driven by a single parent account or insignificant % of total accounts

Declining ACC Services Sub Verticals:

Rank

Classification

Sub Vertical

# of Parent Accounts

Q/Q Growth Rate

H/H Growth Rate

Y/Y Growth Rate

1

ACC Services

Research

9

-23.2%

-12.2%

30.8%

2

ACC Services

Healthcare Technology

7

-29.1%

-16.9%

-8.7%

3

ACC Services

Food & Beverages

6

-22.3%

-29.0%

102.5%

4

ACC Services

Legal Services

4

-43.5%

-21.5%

-16.5%

5

ACC Services

Hospitality

2

-20.4%

-42.9%

333.6%

*Grey represents little impact, driven by a single parent account or insignificant % of total accounts

Declining ACC Tech Sub Verticals:

Rank

Classification

Sub Vertical

# of Parent Accounts

Q/Q Growth Rate

H/H Growth Rate

Y/Y Growth Rate

1

ACC Tech

Artificial Intelligence

17

-5.4%

-19.6%

15.5%

2

ACC Tech

Telecommunications

11

-18.9%

5.4%

44.4%

3

ACC Tech

Analytics Platforms/Data Analytics

25

-6.1%

29.4%

115.6%

4

ACC Tech

Research

2

-11.4%

-25.1%

-38.5%

5

ACC Tech

Security and Investigations

2

-16.2%

-22.6%

41.1%

*Grey represents little impact, driven by a single parent account or insignificant % of total accounts

Seasonality of Top Growing Sub Verticals Annual View:

· As we investigate sub vertical within seasonality, we see that seasonality affects each sub vertically differently and any given the time of quarter can cause the sub vertical to perform differently.
· For anything not heavily impacted by seasonal changes, mostly our Tech sub verticals, we can expect a more consistent stream of revenue and create quota accordingly. As for the sub verticals expected to be prone to seasonal shifts in revenue, we will need to adjust quota accordingly.

ACC Canada:

ACC Services:

ACC Tech:

ACC Services Subvertical seasonality

Capital Markets Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 549801.9935186553 654194.89262823609 774099.87709897256 1406951.6219500895 1262176.4401323129 1488009.3583535557 Consumer/Online Services Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 216650.8082776154 236632.11005788681 421428.30981377495 619872.17785816372 412615.58506511903 543622.92366242863 Content Platform Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 734671.58586834103 791540.24999999837 1141573.8853352834 2234304.4343981743 1498444.2699999986 1798659.7499999986 Human Resources Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 1281126.6674099946 762337.08129852498 1109993.2313581517 1525042.9619322384 1072224.3552879295 1189443.6688901784 Investment Management Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 1144406.8960374568 1159134.8057245286 1330726.8101573549 1840163.8199821119 1436625.2799999965 1707929.9012039974 Quarter
Revenue
ACC Tech Subvertical Seasonality

Cloud/Data Center Solutions Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 1154525.6204762149 1520884.1415248129 2032919.3417622356 2132025.1808557208 2179174.9427683423 2243978.662233118 Computer Networking Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 1111224.3952945569 1229492.8527583776 1735494.3276481894 2199687.1512575084 2492943.4558530524 2659500.6756284405 Cybersecurity Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 943753.56914408063 1211368.3422131108 1543750.1740958707 2509357.3638221496 2501732.4735860345 3100446.1047033868 Financial Technology Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 407060.90477671218 569654.50499999779 591675.95514281024 801750.10794137267 947168.15499999968 1094612.5538438275 Human Resources Information Software Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 1019895.4445102261 837982.62705948739 1177544.0343574116 1619565.0366970659 1750749.2098501087 1870541.5489418653 Quarter
Revenue
ACC CANADA SUBVERTICAL SEASONALITY

Business Management Software Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 66386.936584659808 49071.095774240144 118406.71463096951 160170.68199710539 164622.9548191026 282814.82156295201 Computer Software Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 42155.473299565725 175691.63240231539 186964.19248914611 235603.32089724991 241282.40002894349 267965.04693110741 Financial Technology Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 64588.024392185107 141417.63715629515 173760.0392474671 166353.00887120099 274939.9167655569 307884.69975397899 IT Solution Providers Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 235939.13157742366 351411.65597684472 376849.62749638181 440330.54915741121 369716.24751085317 395299.19755257101 Vehicle Manufacturers / OEM Q3 ’20 Q4 ’20 Q1 ’21 Q2 ’21 Q3 ’21 Q4 ’21 109096.31693198255 42419.457308248828 171356.51953690281 202854.8191027494 175931.35845151919 275890.23154847877 Quarter
Revenue

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