Introductory Overview of Sellers' Compass Path

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Introductory Overview of Sellers' Compass Path

  1. 1. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
  2. 2. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Customers are constantly re-framing how they interact with you based on: how well you fit their evolving needs,  their opinions on what you’re selling, and  how well past interactions with you matched their expectations.
  3. 3. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Customer Experience? “A buyer’s satisfaction and perceived benefit with or about a brand’s messages, people, processes, products or services, through any interaction across all touch points, over a relationship’s lifetime journey.” © 2013 New Business Strategies What is …
  4. 4. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 The Challenge... CEOs believe their management teams do not understand customer expectations. CMOs own the largest share of the customer journey - yet - feel underprepared to deliver on the buyers’ experience.
  5. 5. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 What‘s solving the challenge worth? 20+% more
  6. 6. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Sellers’ Compass™ … A services path that shows companies how to deliver customer experiences that become their biggest brand and sales differentiator.
  7. 7. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 The Customer Journey Open Loop Evaluate Validate Purchase Deliver Nurture Value Expand Evangelize Search Define Sales Contacts Opportunities “Customers” Sellers’ Compass™ CustomerCare Marketing © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Traditional linear sales funnels look at the buyer from the sellers’ perspective. The Sellers’ Compass ™looks at the journey from the perspective of the buyer trying to solve a problem.
  8. 8. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Buyer Enablement Stage … Evaluate Validate Purchase Deliver Nurture Value Expand Evangelize Search Define Sales BuyerEnablement Sellers’ Compass™ CustomerCare Marketing © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Buyer Enablement Stage • Define: Commit to solving the problem • Search Understand the approach Peers selected & start business case • Evaluate Evaluate alternatives, vendors and short-list • Validate Test short-list & end-user benefits & validate selection
  9. 9. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Buyer Engagement Stage … Evaluate Validate Purchase Deliver Nurture Value Expand Evangelize Search Define Sales BuyerEngagement Sellers’ Compass™ CustomerCare Marketing © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Buyer Engagement Stage • Deliver Implement solution, train users & address any initial issues • Nurture Evaluate ‘quality’ of relationship & initial ROI is realized • Value Expect various value streams & deeper relationship • Expand Promote & expand product(s) adoption internally & repeat buy • Evangelize Self-initiated WOM endorsement of product, seller value & relationship
  10. 10. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Where Sellers shoot themselves in the foot, repeatedly … Evaluate Validate Purchase Deliver Nurture Value Expand Evangelize Search Define Sales B2B Sellers’ Compass™ CustomerCare Marketing © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 • 1st Disrupter Marketing content doesn’t meet buyer need • 2nd Disrupter Marketing to Sales handoff • 3rd Disrupter Sales to Service/Support Handoff • 4th Disrupter Churn from unmet expectations • 5th Disrupter Vendor stays tactically focused and can’t step into strategic relationship Disrupters
  11. 11. SELLERS’ COMPASS SERVICES
  12. 12. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Implement needle- mover fixes to drive higher conversions, close rates, service scores and reduce churn. Fix Map buyers’ journey and conduct gap analysis to define where and why experience negatively impacts growth. Learn Align people, strategy, process and technology to buyers and help employee consistently deliver on expectations. Align Innovate a differentiated customer experience and operationalize it through business model and strategy changes. Innovate 4 Steps to Customer Leadership (and More Revenue)
  13. 13. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Fix Learn Align Innovate Sellers’ Compass™ Services Path Journey Grow Empower Excel • Journey Map • Content Strategy • Omni-Campaigns…. • Lead2Close • Sales Enablement • Technology & Data • ...and more • Experience Innovation • Market Strategy • Change Management • … and more • Organizational Alignment • Training • VOC, VOE • … and more 45 days 90 days 1 – 2 Qtrs
  14. 14. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 How to get started … Step 3: CONTENT & OFFER STRATEGY (14 days) • Know exactly what content to offer when, where and to whom • Optimize offers to pull buyers through their own journey and build preference along the way OMNI-CHANNEL CAMPAIGN FRAME (14 days) • Know exactly what to do in campaigns based on where buyers are in their journey and what they value Step 1: BLUEPRINT WORKSHOP (1 day) • Comprehensive assessment • Step-by-step prioritized action plan to achieve objectives Step 2: JOURNEY MAP (30 - 45 days) • Detailed map of what prospects do, want, value • Understand how to drive “WOW” interactions 1 2 3 4 Learn Journey
  15. 15. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 50% Aligns content development with buying process REDUCTION OF MARKETING CONTENT INCREASE IN ACCEPTED LEADS INCREASE IN REVENUE 30% 20% What’s the ROI from the “Learn” step? …. 40% INCREASE IN MARKETING ROI 100% INCREASE IN CAMPAIGN RESULTS
  16. 16. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Proven Fast time-to-value Measurable results From the buyer’s perspective Comprehensive yet easy understand Doesn’t require a lot your team’s time Actionable deliverables & recommendations Why the Sellers’ Compass works….
  17. 17. SOME CLIENTS WE’VE HELPED
  18. 18. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Company Overview • Great Place To Work Institute is a company with a global partner network that delivers culture, training, organization advisory services along with their renowned lists of best places to work. Challenge • “Inside-out” and internally focused culture that was negatively impacting revenue. New products were late, not to customer expectations and teams were not aligned to business goals. Benefits • With NBS, GPTW employees visioned a ‘valued’ customer experience, developed a strategic annual plan, tied employee MBOs to deliver the plan which resulted a 30% increase in revenue. “The Sellers’ Compass™ is a unique. It guided us through to more effectively enable, engage and establish enduring relationships with our customers.” CEO Reduce churn...
  19. 19. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Company Overview • Lithium is a leading social customer care, marketing and community software vendor serving over 400 iconic brands. Challenge • Lithium sales was not successful gaining market share in new target markets. The BoD and CEO wanted to know why. The CMO and CRO wanted to know how to implement more effective sales and marketing methods. Benefits • NBS’ work resulted in new go-to-market strategy and blueprints, sales playbook, and integrated campaign framework. It also drove was new messaging, content strategy, tools which all drove increased wins and growth. Break into new markets... “The Sellers’ Compass™ is really about understanding your customer ….. Without it we can only GUESS what that is. It allows us “permission to engage” the target audience in a way that is helpful, trusted and relevant” Dir Demand Gen
  20. 20. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 A new way …. “In short, their approach and services work…with quick time-to-value. The philosophy around their Sellers’ Compass™ is so powerful, I have aligned my marketing, sales and support teams to this approach.” Brian Carr Chief Revenue Officer
  21. 21. CASE STUDY
  22. 22. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Company Overview • Good Technology delivers the world's most comprehensive secure mobility solution to over 5,000 companies in 130 countries including all of the Fortune 100. Challenge • Good’s selling and marketing model, field- level partner collaboration, and campaign-to- cash processes would not scale to meet the BoD’s aggressive growth expectations. Benefits • NBS aligned sales and marketing, re- engineered marketing/sales processes and technology systems, and product strategy. The result was 40% increase in marketing ROI and 30% increase in pipeline. “We could not have achieved this in less than 6 months without New Business Strategies’ drive and commitment to our success.” SVP Marketing & Product Management Drive faster growth...
  23. 23. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Good Technology‘s F500 Journey Map Short-List & Contact Long Run Trial Corporate Standard Deliver Nurture Value Expand Evangelize Kick Tires & Learn Research & Educate B2B Customer Journey © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017 Buyer Enablement Educate : Educate themselves on issues, market trends, technology & outcomes Learn : Understand trends, relevance to their situation, technology architecture & identify vendors Short-List : Build business case, backchannel vendors, short list to 2 and contact Long Running Trial : Gain benefits without vendor lock-in Purchase : Select a corporate standard and review every 3 years
  24. 24. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Small changes with big impact… © 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017 Campaigns Redefined • Frequency Set campaign/touch frequency based on research findings • Content Dropped 50% of assets & tailored remaining to meet expectations for each Journey step • Call-to-Actions Matched specific CTAs to Journey Step Tollgates • Digital Strategy Narrowed & matched channels with content based on research • Sales Enablement Restructured lead hand-off to include detailed contact background & interaction history Selling Redefined • Language Changed language & messaging to match customers’ tone, terminology, & benefits/value • Call-to-Actions Matched specific CTAs and Sales Tools to Journey Step Tollgates • Align Sales Cycle to Journey Matched major account selling strategy to buyers’ business cycles to remove QE friction • Social Selling Roadmap of how to engage with target buyers early on via social • Sales Enablement Restructured lead hand-off to include detailed contact background & interaction history
  25. 25. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Good Technology’s results…. • Overall: • 30% increase in marketing generated pipeline • 40% increase in lead velocity • 50% reduction in marketing asset inventory • 3 month Payback on Sellers’ Compass™ Journey services • Net new and Install Base Campaign Performance: • Over 293% Increase in campaign open rates • Over 772% increase in clickthroughs
  26. 26. © 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017 Who we are... We help companies turn customer experience into their biggest sales and brand differentiator with our Sellers’ Compass services..
  27. 27. Christine.crandell@newbizs.com +1.415.309.7017 How Can We Help?

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