SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at MassTLC Marketing Summit
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SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at MassTLC Marketing Summit

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Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April ...

Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April 4.

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SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at MassTLC Marketing Summit Presentation Transcript

  • 1. A First Look at Some New Models The Transformation of B2B Sales, Marketing and Product Heather Loisel Vice President, Consulting & CMO Practice Leader 4 April 2014
  • 2. © 2014 SiriusDecisions. All Rights Reserved 2 SiriusDecisions Demand Waterfall
  • 3. © 2014 SiriusDecisions. All Rights Reserved 3 New Models The SiriusDecisions Transformation Framework: Focuses efforts to transform an organization in an aligned manner by streamlining the implementation of new strategies and tactics, while delicately dismantling legacy structures and incentives The SiriusDecisions Intelligent Growth Framework: Enables organizations to understand the implications of growth choices on a broad variety of sales, marketing and product- related functions and what happens when an organization’s revenue-producing functions are unable to support strategic growth levers.   The SiriusDecisions Aligned Measurement Framework: Aligns actions against business results and consolidates measurement across sales, marketing and product functions   The SiriusDecisions Messaging Nautilus: A breakthrough messaging methodology that transforms the way b-to-b marketers create content and connect with buyers in support of organizational growth.   The SiriusDecisions Analytics Proficiency Model: Pinpoints current state of analytics- driven decision-making and identifies the drivers that will accelerate go-to-market planning and pipeline velocity.   The SiriusDecisions Competitive Intelligence (CI) Framework: Identifies the factors b-to- b organizations need to consider when investing in CI and what components should be part of a CI initiative.   The SiriusDecisions Global Teleprospecting Models: A decision support framework for applying various teleprospecting models across regions and business units.  
  • 4. © 2014 SiriusDecisions. All Rights Reserved 4 Transformation is Widespread Today 93% transŸforŸmaŸtion a complete or major change in someone's or something's appearance, form, etc. Customer Demand 33% Technological Change 30% Competition 29% Source: KPMG Transformation Study
  • 5. A New Approach to Change
  • 6. © 2014 SiriusDecisions. All Rights Reserved 6 Transformational Change 1.  Buyer must be at the center of change 2.  Change must be of sufficient scope 3.  Change must consider Sales, Marketing & Product
  • 7. © 2014 SiriusDecisions. All Rights Reserved 7 Transformational Change 1.  Degree of change 2.  Commitment to change 3.  Alignment in change
  • 8. © 2014 SiriusDecisions. All Rights Reserved 8 Transformational Change - Transformational change requires alignment - Plotting organizational implications ensures alignment
  • 9. © 2014 SiriusDecisions. All Rights Reserved 9 Transformational Change NOT Transformational: -  Implementation of a universal lead definition -  Implementation of SLAs -  Implementation of marketing automation -  Implementation of buyer personas -  Optimization of conversion rates
  • 10. © 2014 SiriusDecisions. All Rights Reserved 10 Transformational Change Transformational: -  Lead to revenue process -  Purchase to adoption process -  Adoption to advocacy process -  Products to solutions initiative -  New industry initiative -  New capabilities initiative
  • 11. First: A New Way of Thinking
  • 12. © 2014 SiriusDecisions. All Rights Reserved 12 Should we be looking at things differently? •  Motivation is there •  Technology is there •  Data is there •  Customer value becoming clearer •  So why are B2Bs still struggling with alignment?
  • 13. © 2014 SiriusDecisions. All Rights Reserved 13 SiriusDecisions Intelligent Growth Model
  • 14. © 2014 SiriusDecisions. All Rights Reserved 14 SiriusDecisions Intelligent Growth Model Sales Marketing Product X X X X X X X X X X X X X X X
  • 15. © 2014 SiriusDecisions. All Rights Reserved 15 Implications for Chief Sales Officers Buyers Reviewing enablement strategy with product/ marketing to reflect new personas Adapting current measurement and reporting to track new buyer success Communicating strategy to sales management so they can properly coach Communicating to the field force before, during and after initiative launch Buyers Formal targeting of new buying centers and personas2
  • 16. © 2014 SiriusDecisions. All Rights Reserved 16 Implications for Chief Marketing Officers Buyers Leading enterprise to customer/buyer-centric go-to-market strategies Building planning process that enables development of integrated campaigns Assessing skill of marketers to ensure ability to understand, message to new buyers Assessing brand positioning, messaging requirements/ gaps Buyers Formal targeting of new buying centers and personas2
  • 17. © 2014 SiriusDecisions. All Rights Reserved 17 Implications for Product Management Leaders Buyers Formal targeting of new buying centers and personas2 Product Understanding and prioritizing buyer and user personas and identifying their primary needs Taking a solution strategy when targeting new/different buyers Understanding the buying process and implications on product requirements Striking the right balance between customer and prospect-focused development
  • 18. © 2014 SiriusDecisions. All Rights Reserved 18 Implications for Sales Enablement Leaders Buyers Formal targeting of new buying centers and personas2 Sales Enablement Training managers to coach to new buying and/or influence centers Establishing accurate personas/buying cycle changes, then educating reps Developing certification to ensure reps are confident to call on new buyers Providing enhanced tools/messaging that will help build rep knowledge
  • 19. © 2014 SiriusDecisions. All Rights Reserved 19 Channels Arming partners with skills/knowledge to target new buying centers Helping partners to craft messages for specific buyer personas Delivering data/ intelligence on new buyers to partners efficiently Developing demand programs to partners selling to new buying centers Implications for Channel Leaders Buyers Formal targeting of new buying centers and personas2
  • 20. © 2014 SiriusDecisions. All Rights Reserved 20 Account Based Marketing Defining post-sale lifecycle for new buying centers in order to nurture Identifying early wins/ advocates in new buying centers that will share their story Identifying advocates in current buying centers that will sponsor into new Developing a marketing plan to support sellers in reaching new buyers Implications for Account Based Marketing Leaders Buyers Formal targeting of new buying centers and personas2
  • 21. Next: A New Approach
  • 22. © 2014 SiriusDecisions. All Rights Reserved 22 Action Items Consider a ending SiriusDecisions Annual Summit May 21 – 23 in Orlando, FL •  Marketing •  Assess if transformational change is required for growth •  Consider if current efforts are transformational with the right expectations for impact •  Sales •  Assess if transformational change is required for growth •  Validate that the organization is aligned behind the growth strategy •  Product •  Define the solutions that will yield growth •  Ensure buyer value and alignment relative to market dynamics and competitive pressures