Client Programs that Drive
Loyalty and Profitable
Growth

Sean Geehan

Author
The B2B Executive Playbook
@seangeehan

Nati...
Sales: $100 Billion
Customers: 3,700

Total Sales: $85 Billion
Customers: 600,000,000
© 2012 Geehan Group. All Rights Rese...
Total Number of Clients: 487
Client Revenue

Total Revenue

Top 5 Clients

15.3%

Top 10 Clients

24.1%

Top 20 Clients

3...
Similar in B2B & B2C

Different in B2B & B2C

Back Office

Go-to-Market

Human Resources
Finance
Manufacturing
Procurement...
© 2012 Geehan Group. All Rights Reserved

Page 5
© 2012 Geehan Group. All Rights Reserved

Page 6
Decision Maker
Drive Change
Set Direction

10%

Influencer
Run the Business
Business Process

15%
User and Purchasing

Use...
$1 Billion

27
customers

3,200
customers

70%

$700M

30%

$300M

Grow these
accounts by 10%

$70 million

Grow these
acc...
Broad
Market

Target Market

All Customers

Top
Customers

Decision
Makers

Acquisition

Retention

60%

Influencers

40%
...
Targeting
Lower level

Acquisition
Vs.
Retention

=

small deals
© 2012 Geehan Group. All Rights Reserved

Page 10
© 2012 Geehan Group. All Rights Reserved

Page 11
© 2012 Geehan Group. All Rights Reserved

Page 12
MARGIN

Margin
Opportunity

X
Commodity
Supplier

© 2012 Geehan Group. All Rights Reserved

Reliable
Supplier

Problem
Sol...
Commodity
Supplier

1

Reliable
Supplier

2

3

4

Problem
Solver

5

6

7

Trusted
Advisor

8

9

10

Description

System...
© 2012 Geehan Group. All Rights Reserved

Page 15
Consolidated Revenues
4,152

In US$ Mn

3,545
2,705

FY 2010

© 2012 Geehan Group. All Rights Reserved

FY 2011

FY 2012

...
© 2012 Geehan Group. All Rights Reserved

Page 17
ROI on Decision Maker Customer Programs
Results are Measureable
No
Decision Maker

Retention
Account Growth
Referencable

...
937-271-3914
@seangeehan
sean@geehangroup.com
© 2012 Geehan Group. All Rights Reserved

Page 19
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Strategies to B2B Success

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Business strategy books fill bookstore shelves, but none draw attention to the unique ways in which B2B organizations need to strategize and run differently than B2C companies in order to achieve true sustainable, predictable, and profitable growth. In this session, Sean Geehan, CEO and Founder of Geehan Group and author of the book, “The B2B Executive Playbook,” will go further by not only identifying those unique differences, but also demonstrating how B2B companies need to apply these strategies with proven approaches from his more than 20 years of experience.

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Strategies to B2B Success

  1. 1. Client Programs that Drive Loyalty and Profitable Growth Sean Geehan Author The B2B Executive Playbook @seangeehan National Best-Seller
  2. 2. Sales: $100 Billion Customers: 3,700 Total Sales: $85 Billion Customers: 600,000,000 © 2012 Geehan Group. All Rights Reserved Page 2
  3. 3. Total Number of Clients: 487 Client Revenue Total Revenue Top 5 Clients 15.3% Top 10 Clients 24.1% Top 20 Clients 34.2% Top 100 Clients 75% Taken from HCL Technologies’ Fourth Quarter Results FY2013 © 2012 Geehan Group. All Rights Reserved Page 3
  4. 4. Similar in B2B & B2C Different in B2B & B2C Back Office Go-to-Market Human Resources Finance Manufacturing Procurement Strategy R&D Marketing Sales © 2012 Geehan Group. All Rights Reserved Page 4
  5. 5. © 2012 Geehan Group. All Rights Reserved Page 5
  6. 6. © 2012 Geehan Group. All Rights Reserved Page 6
  7. 7. Decision Maker Drive Change Set Direction 10% Influencer Run the Business Business Process 15% User and Purchasing Users Execute Features/Functions Workflow Purchasing © 2012 Geehan Group. All Rights Reserved 60% 15% Page 7
  8. 8. $1 Billion 27 customers 3,200 customers 70% $700M 30% $300M Grow these accounts by 10% $70 million Grow these accounts by 10% $30 million It would take 10X the amount in transactions to get half the Revenue © 2012 Geehan Group. All Rights Reserved Page 8
  9. 9. Broad Market Target Market All Customers Top Customers Decision Makers Acquisition Retention 60% Influencers 40% (Prospects) (Customers) Users/ Purchasing © 2012 Geehan Group. All Rights Reserved Page 9
  10. 10. Targeting Lower level Acquisition Vs. Retention = small deals © 2012 Geehan Group. All Rights Reserved Page 10
  11. 11. © 2012 Geehan Group. All Rights Reserved Page 11
  12. 12. © 2012 Geehan Group. All Rights Reserved Page 12
  13. 13. MARGIN Margin Opportunity X Commodity Supplier © 2012 Geehan Group. All Rights Reserved Reliable Supplier Problem Solver X Trusted Advisor Interdependent Page 13
  14. 14. Commodity Supplier 1 Reliable Supplier 2 3 4 Problem Solver 5 6 7 Trusted Advisor 8 9 10 Description System/Process Standard Systems Discipline Reactive Industry Experts Customer Knowledge Seasoned Long term employees Engaging Innovator Brain Power Focus Constant infusion of new People Position Execution Low Cost Provider Predictable Efficient Guide Situation uniqueness Responsive Effectiveness Invent / Design Competitive Advantage Change Agents Relationship 1-5 May not know anyone but it doesn’t matter 5-8 Likeable and matters 7-10 Know them - likeability not as important Keys to Success Cost Value / ROI Transaction to Contract Industry/Organization Knowledge High Switching Costs Barriers of Entry Smartest People Innovation Push Envelope Culture & Philosophy Laggard to Follower Operational Excellence Follower to Fast Follower Strong marketing and Sales Solid relationship building /mngt First Mover to Innovator R&D intense Hire the Best Peer pressure to perform © 2012 Geehan Group. All Rights Reserved Page 14
  15. 15. © 2012 Geehan Group. All Rights Reserved Page 15
  16. 16. Consolidated Revenues 4,152 In US$ Mn 3,545 2,705 FY 2010 © 2012 Geehan Group. All Rights Reserved FY 2011 FY 2012 Page 16
  17. 17. © 2012 Geehan Group. All Rights Reserved Page 17
  18. 18. ROI on Decision Maker Customer Programs Results are Measureable No Decision Maker Retention Account Growth Referencable With Decision Maker 72% 90% 4% 12% 28% 94% “Our executive customer programs have proven to be the most effective way to positively impact top and bottom line results.” Jeff Garrity CFO, Services © 2012 Geehan Group. All Rights Reserved Page 18
  19. 19. 937-271-3914 @seangeehan sean@geehangroup.com © 2012 Geehan Group. All Rights Reserved Page 19

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