Prove Your Advantage: TCO Sales and Marketing Tools

Powering B2B sales to economic buyers TOM PISELLO, Chairman & Founderhttp://www.fightfrugalnomics.com Blog: http://tompiselloroiguy.blogspot.com/ Twitter: @tpisello http://www.alinean.com Proving Your Advantage: TCO Sales and Marketing Tools

Proving Your Advantage: TCO Sales and Marketing Tools• A New Buyer Requires New Strategy & Tactics• What is a TCO Comparison?• TCO Comparison Marketing & Sales Tools• Best Practices & Benefits © 2011 Alinean, Inc. 2

Buyers are Economic-Focused • SizeMore Leads to Close Same Executive Scrutiny Reduced Deal Size Amount of Business Longer Sales Cycles Increased CompetitionMore Stakeholders Stalled Deals © 2011 Alinean, Inc. 4

Frugalnomics: the new mantra for B2B Buyers On average 90% of corporations surveyed require Quantifiable benefits quantifiable proof of bottom-line benefits on most are mandatory projects. Two-thirds (65%) of buyers indicate that they do not Quantifying value is have the knowledge or tools needed to do business difficult for buyers value assessments and calculations. Buyers turn to vendors 81% of buyers expect vendors to quantify business for value proof points value of proposed solutions. Most trusted sources are: Industry Analysts (31.4%), Third party validation is and Peers (28.7%). essential Vendors lag as a trusted source for only 8.1%.Source: IDC 2010, survey of 200 B2B buyers,Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources. © 2011 Alinean, Inc. 5

Fight Frugalnomics™ with Value Selling & MarketingProduct Focus Solution Focus Value FocusDiscussion: Discussion: Discussion:• Customer knows issue • Prescriptive & Quantified • Customer knows issues &• Tie features / functions to desired outcome • Discover… Is customer needs aware of issue? • Questions to discover pain• Compares product points alternatives • Diagnose… How bad is it?• Feature • Function • Price • Recommend solution to • Quantify … Value of change solve pain • Compare … Value vs. StatusDrive: Sales Led: Product Drive: Sales Led: Pain-Point Quo / CompetitionDriven Driven Drive: Diagnostic Led: What is issue & value of change? Solution Vendor Trusted Advisor Provider © 2011 Alinean, Inc. 6

Facilitating the Buyer’s Journey w/ Interactive Sales & Marketing ToolsBUYER’S JOURNEY Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision DISCOVERY CONSIDERATION DECISIONContent Marketing & Sales Enablement Strategy Help Align Align buyer solution Validate/ Create reinforce problem with identify with Make the awareness choice business needs in specific business casearound a new issues; drive solving sets of for change Prove best problem urgency the business value problem needs PROVOCATIVE APPROACH VALUE APPROACH Interactive White Diagnostic Assessment ROI Analysis Tools TCO Comparison Tools Papers Tools © 2011 Alinean, Inc. 7

Driving More Effective Demand Generation and Sales Enablement Demand-Gen Tools Sales Enablement Tools • Developed for B2B websites and • For global sales enablement direct marketing campaigns programs • Provocative: Engage, Connect & • Empower consultative selling Educate programs • High Level TCO Comparisons • Detailed TCO Comparison • Help set competitive agenda and • Help differentiate solution to advance sales cycle multiple stakeholders & CFO © 2011 Alinean, Inc. 9

What is TCO Analysis? Lifecycle costs of solution$25,000$20,000 3 or 5 year time frames based on$15,000 useful life$10,000 $5,000 Used to compare costs head-to-head for alternative solutions $0 Solution A Solution B TCO ($ per user per year) Chart of Accounts used to assure apples-to-apples comparisons Planning Needs to include business benefits Retirement Acquisition and ROI Analysis Evolution Setup and Install Manage and Support © 2011 Alinean, Inc. 11

Initial Purchase Price vs. Lifecycle Costs Typical TCO Analysis Data Center, Servers and Client Computers Security Risks 7% 12% Purchased Software 9% Availability Purchased Services 21% 9% 3% Communications 8%Application Change Costs 4% DevelopmentFacilities and Overhead 2% 16% 9% IT Operations IT Administration 25% - 30% Initial Purchase Costs …. 3-4x More in Lifecycle Costs © 2011 Alinean, Inc. 12

Difference Between ROI & TCOROI = Make the Case for ChangeTCO = Compare Costs of Different Options ROI = X 100% Total Benefits = TCO Before (As Is) – TCO After (w/ Proposed Solution) Total Investments = TCO of Proposed Solution © 2011 Alinean, Inc. 13

Registration Options & ReportsRegistration Considerations Up-front To get results To get report NoneIntegration Lead Nurturing / CRM Basic Registration Enhanced Profile Key Results Executive Summary vs. Full Report? Options: PDF / Word / PPT Additional Examples: http://www.alinean.com/demand-gen/TCO_tools.aspx © 2011 Alinean, Inc. 18

Best Practices• Demand-Gen • Sales Enablement – Keep inputs & results simple – Keep inputs & results simple • 10 minutes maximum for demand-gen • Sales easily intimidated – Layer details to provide access to – Layer details so sales can work with review / challenge assumptions customers to review / challenge assumptions / transfer ownership – Pre-fill with default metrics – Provide ability to customize / disable / • Document assumptions add chart of account line items • 3rd party research and validation • Case study examples for savings claims – Provide multiple report options • Keep metrics up-to date • Format: Word / PPT • Exec summary, details, different stakeholders – Allow access without registration, restrict details / report to registrants – Provide Support • Training – Strong call to action / next steps • Proposal Center – Use request to follow-up • Deal Assistance – Keep metrics up-to date © 2011 Alinean, Inc. 29

Typical Development Project• Demand-Gen • Sales Enablement – Week 1: Kickoff – Week 1: Kickoff – Week 2: Initial Prototype – Week 2: Initial Prototype Spreadsheet Spreadsheet – Week 3: 2nd Prototype Spreadsheet – Week 3: 2nd Prototype – Week 4: Initial Tool Alpha Spreadsheet – Week 5: Initial Tool Beta – Week 5: Initial Tool Alpha – Week 6: Initial Tool Pilot – Week 7: Initial Tool Beta – Week 8: Final – Week 8: Initial Tool Pilot – Week 10: Final © 2011 Alinean, Inc. 30

What is Required of You and Your Team?• Collect and Provide Prior Art: • Participation – TCO chart of accounts – Weekly meeting – TCO white papers – Weekly review – Spreadsheet or other tools – Alpha, Beta & Pilot review – TCO oriented case studies• Create Tool Development / Review Team – Marketing/ sales enablement usually leads project – TCO subject matter expert(s) – Enterprise sales representation – Channel sales representation – Pilot review team (select customers / partners) © 2011 Alinean, Inc. 31

Value of Alinean Business Value Selling / Marketing Tools  Break through the noise with value add / personalizedConnect higher in organization & speak contentlanguage of economic buyers / CFOs  Elevate relationships from vendor to trusted advisor  Drive 50% more leads / connections compared to otherEngage on value vs. initiativesfeature / function / price  Reduce discounting and increase deal size by 20%Automate development of personalized  Reduce proposal time from days to hoursassessments and business case proposals  Reduce sales cycles by 20-30%  Convert 240% more prospects to sales than other programsProve more value, lower costs and  Convert 240% more prospects to sales than other programs   Increase the competitive success rate of proposals by over Increase the competitive success rate of proposals by overcompetitive advantages 60% 60%Deliver credibility with research and 3rd  Increase the credibility and acceptance of proposals by 100%party validation  Convert existing Excel sales tools into on-line interactiveDevelop sales tools with lower TCO applications with no programming  SaaS delivery  Self-authoring for shared workload  Enable all direct and channel sales teams with a scalableStandardize and centralize value sales /marketing tool suite.selling / marketing efforts  Collect customer data, track and drive usage © 2011 Alinean, Inc. 33

Thank You!Alinean powered tools can significantly upgrade the quality of sales interactionsthroughout the buying process, allowing prospects to drive at the beginningthrough simpler, self-service tools and sales to provide greater depth as the buyingprocess proceeds – SiriusDecisions 2010 1. Your Sales & Marketing Ready to Do Business with Frugal Buyers? Take this Diagnostic Assessment to Find Out. 2. Research White Paper: Sales Enablement and the Economic Buyer 3. Over 200% ROI from a Value Selling Program Sound Impossible? Find Out for Yourself 4. Why Alinean? Alinean Vendor Profile (SiriusDecisions) http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 35

Prove Your Advantage: TCO Sales and Marketing Tools

by Alinean on Jun 02, 2011

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Prove Your Advantage: TCO Sales and Marketing Tools — Presentation Transcript