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