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Building_a_Successful_SaaS_Business

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Sales and Marketing skills are changing. In the new virtual, digital, online world a Marketing Manager -> a Community Manager. Seles and Marketing will migrate to the ultimate desired outcome = …

Sales and Marketing skills are changing. In the new virtual, digital, online world a Marketing Manager -> a Community Manager. Seles and Marketing will migrate to the ultimate desired outcome = customer adoption. Community, inclusive culture and social collaboration will be critical to Sales and Marketing success in 2020.

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  • 1. SalesChannel Europe ©2010 All rights reserved www.flickr.com/photos/myklroventine/480909743
  • 2. SalesChannel Europe ©2010 All rights reserved The world has changed
  • 3. SalesChannel Europe ©2010 All rights reserved3 Everything is moving to the web
  • 4. SalesChannel Europe ©2010 All rights reserved Externally focused thinking www.flickr.com/photos/cverdier/4402868869
  • 5. Destination postcard
  • 6. Identify barriers to entry www.flickr.com/photos/myklroventine/480909595
  • 7. Wishing for change www.flickr.com/photos/superzelle/3853482206
  • 8. SalesChannel Europe ©2010 All rights reserved Change your thinking www.flickr.com/photos/oriol_gascon/2172565951
  • 9. SalesChannel Europe ©2010 All rights reserved Child-like thinking www.flickr.com/photos/toekneesan/3847444842
  • 10. AND thinking
  • 11. SalesChannel Europe ©2010 All rights reserved www.flickr.com/photos/artwithrays/3919906312 AND thinking
  • 12. 5 Key Sales & Marketing Priorities: Packaging & Pricing2 Customer Experience3 Sales Processes4 5 Organizational Readiness Messaging & Positioning1
  • 13. Messaging & Positioning
  • 14. SalesChannel Europe ©2010 All rights reserved Target tomorrow’s customers
  • 15. SalesChannel Europe ©2010 All rights reserved 15 Buyer Personas
  • 16. Target different buyer personas
  • 17. SalesChannel Europe ©2010 All rights reserved 18 Humanize
  • 18. Persona-Based Website
  • 19. SalesChannel Europe ©2010 All rights reserved Understand your Buyer’s Personas
  • 20. 5 Key Sales & Marketing Priorities: Packaging & Pricing2 Customer Experience3 Sales Processes4 5 Organizational Readiness Messaging & Positioning1
  • 21. SalesChannel Europe ©2010 All rights reserved Target specific customer groups www.flickr.com/photos/superzelle/4608034587
  • 22. SalesChannel Europe ©2010 All rights reserved Create simple Value Propositions
  • 23. Example of Low Price Provider
  • 24. SalesChannel Europe ©2010 All rights reserved
  • 25. 5 Key Sales & Marketing Priorities: Packaging & Pricing2 Customer Experience3 Sales Processes4 5 Organizational Readiness Messaging & Positioning1
  • 26. SalesChannel Europe ©2010 All rights reserved Put your customer at the centre of everything you do www.flickr.com/photos/nnova/2841741385
  • 27. SalesChannel Europe ©2010 All rights reserved Focusing all your efforts on how they think
  • 28. Web- Centric Web- Agnostic Self- Guided Online Sales Chats Online to Close Deal Qualifies Online but Calls to Close Qualifies Online but takes Face2Face to Close Never looks at web-site, wants face-2-face meeting Uses Web Site to find Contact Information Visits web-site briefly, then calls to Qualify A Spectrum of Buyer Behavior
  • 29. SalesChannel Europe ©2010 All rights reserved Easy to buy www.flickr.com/photos/1suisse/3504595493
  • 30. SalesChannel Europe ©2010 All rights reserved 33 Remove barriers to sale
  • 31. Choice preference
  • 32. A C B Triplicate of choice
  • 33. A C X % Y % B Triplicate of choice
  • 34. Consistency www.flickr.com/photos/good_day/38181398
  • 35. SalesChannel Europe ©2010 All rights reserved Adaptability www.flickr.com/photos/josephrobertson/2693259390
  • 36. 5 Key Sales & Marketing Priorities: Packaging & Pricing2 Customer Experience3 Sales Processes4 5 Organizational Readiness Messaging & Positioning1
  • 37. Motivate them to take action….
  • 38. SalesChannel Europe ©2010 All rights reserved Everything is under control?
  • 39. Channels to Market SOHO & SMB Online Channel Telesales Partners MidmarketOnline & Partners EnterpriseDirect & Partners
  • 40. 43 Direct Sales In-Direct Sales Online Sales Channels to Market
  • 41. 44 Integrated Sales Machine Channels to Market
  • 42. Being Found/Findable
  • 43. SalesChannel Europe ©2010 All rights reserved Standing out from the crowd
  • 44. Capture their attention
  • 45. 48 Connecting with people on their terms
  • 46. 5 Key Sales & Marketing Priorities: Packaging & Pricing2 Customer Experience3 Sales Processes4 5 Organizational Readiness Messaging & Positioning1
  • 47. SalesChannel Europe ©2010 All rights reserved Get everyone moving in the same direction
  • 48. SalesChannel Europe ©2010 All rights reserved 51 Collective focus
  • 49. SalesChannel Europe ©2010 All rights reserved Help them to see their better future
  • 50. Help! Where do I start? www.flickr.com/photos/darkpatator/395215642
  • 51. This is too hard!
  • 52. SalesChannel Europe ©2010 All rights reserved Together we can do more + +
  • 53. Enjoy the benefits of life
  • 54. SalesChannel Europe ©2010 All rights reserved Next up: What? and How?
  • 55. SalesChannel Europe ©2010 All rights reserved David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Ph: +61 415 94 51 57 (AUS) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com