Unlocking High Impact Go To Market - V3 Exposed
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Unlocking High Impact Go To Market - V3 Exposed

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How do we breakthrough and win in today's crowded, information overloaded market. Unlock Breakthrough Go To Market with V3 - Viewpoint, Value and Velocity.

How do we breakthrough and win in today's crowded, information overloaded market. Unlock Breakthrough Go To Market with V3 - Viewpoint, Value and Velocity.

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  • We used to ask Dad
  • Now we ask google
  • Connected - Has access to wide variety of informationImpatient – What’s the answer now, without screeningElusive – Independent researchers have more powerImpulsive – Shifts prioritiesInformed – May likely know more about your value prop than your rep doesStill Human – Wants face to face connection and risk adverseBUT Is still in an org- Old buying habits die slow … “Meet the new enterprise Customer, Same as the old…”Orgs don’t have credit cards, they have buying processesGroups make decisions, not individualsHigh org commitment and switching costsLow personal “motivation” for innovation
  • Find 2 angles, one market based, one solution charecteristic, create a Viewpoint, the terrain, for Sales force, Solution delivery is moving from Software to Service, where you configure not customize, “The end of Software”
  • Use Viewpoint to Tilt the playing field
  • Source:
  • Acquired by CA for 350M, 9 months after Unifeid Monitoring launch

Unlocking High Impact Go To Market - V3 Exposed Unlocking High Impact Go To Market - V3 Exposed Presentation Transcript

  • Viewpoint Value and VelocityUnlocking High Impact SaaS Marketing Ken Rutsky President KJR Associates Strategic Product Marketing Expert ken@kjrassociates.com www.kjrassociates.com
  • the world has shifted
  • Enterprise IT Cost Cloud Content Collaboration Transparency Management Software BusinessVirtualization & Flash Storage Intelligence Security Solutions Solutions On DemandEnterprise Social Virtualization Identity Software Software Management
  • 115,000 550,000 286,0005,170,000 1,230,000 2,800,000220,000 2,030,000 27,500
  • we have connected buyers
  • The New Buyer Connected Impatient Impulsive Informed Elusive Still Human Still Part of OrgAdapted From Joel York, Chaotic Flow, and Ben Horowitz Ben’s Blog
  • we have solution proliferation
  • IMPACT ViewpointImpact = V3
  • ViewpointValueVelocity V=DE2
  • Viewpoint Customization Configure Code Software SaaS Delivery
  • Value Who Care s Draw Customer Care ($$s)
  • Value Who Care s Draw Customer Care ($$s)
  • Three Strategies ForBreakthrough Positioning
  • Strategy 1: 1+1=3
  • Strategy 2 : Embrace and Extend
  • Strategy 2 : Embrace and Extend
  • Velocity V=DE2 Velocity = Delivery * Engagement * Experience
  • SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
  • “The problem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.” “ “It’s often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.”SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
  • Match Delivery to Audience and Buying CycleSource: http://www.b2bbloggers.com/blog/the-ultimate-content-marketing-infographic/
  • Driving Velocity Engagement Trial Online Assessment High Velocity High Video Live Demo Case Study Screen-show Low Low Whitepaper Velocity Datasheet Low High Experience
  • Strategy 3 : Copy and Paste
  • CASE STUDY: NimsoftGETTING NOTICED AND WINNING
  • Nimsoft: The Big 4 Alternative
  • from the datacenter to the cloud Value
  • Engagement and Experience
  • $350,000,000
  • SUMMARY Impact Marketing = V3ViewpointValueVelocity V=DE2
  • Next Steps• Find Your Viewpoint – 2X2• Set The Value Terrain– VENN DIAGRAM• Are You Experience – DEFINE THE EXPERIENCE TO SHOW VALUEEmail ken@kjrassociates.com www.kjrassociates.com