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www.flickr.com/photos/atomicity/14570249
The world has changed?
3
“It is not the strongest
of the species that
survive, nor the most
intelligent, but rather
the one most
adaptable to cha...
4
“Digital Darwinism
is the evolution of
consumer behaviour
when society and
technology evolve
faster than your
ability to...
The end of business as usual
www.flickr.com/photos/vek/4665924239
or be
Disrupted
www.flickr.com/photos/mwichary/3690887427
Disruptive change
Experimental thinking
www.flickr.com/photos/johnnyjet/3290272880
Anticipate change
www.flickr.com/photos/mwichary/3246110827
#1. Opportunity or threat?
www.flickr.com/photos/squeakywheel/252715820
www.flickr.com/photos/maestropastelero/258000448
#2. How are you going to
develop your business?
“Customers are completing
57% of a buying cycle before
ever coming into contact
with a sales rep.”
- A CEB study of more t...
14
“If we are to achieve
results never before
accomplished, we
must employ
methods never
before attempted.”
- Sir Francis ...
7P's -> 7C’s:
Product -
Price -
Promotion -
Place -
Connected
Collaborative
Customized
Conversations
Community
Collective
...
Audience
2
A journey into the unknown
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/roome/3390682853
Get it wrong
You feel like this?
22
A higher level perspective
CLOUD
XaaS
Delivery
Services
CLOUD
XaaS
Devices
Services
and
CLOUD =
CUSTOMER
CLOUD =
Product focus -> Marketing Engine focus3
The Sales Cycle -> The Buyer’s Journey2
B2B -> B2C1
Driving the
What is
The Post-PC Era Devices and Services Era
www.flickr.com/photos/betchaboy/5508595958
BYOD
iGeneration
www.flickr.com/photos/csaila/3648816968
SalesChannel Europe ©2013 All rights reserved 34
Welcome to the Digital World
*Derek Thompson is a senior editor at The At...
SalesChannel Europe ©2013 All rights reserved 35
B to B B to C
Customer volume Restricted clientele Large, diversified cli...
Corporate
Consumers
Connected
Customers
1
2
www.flickr.com/photos/cc511/1975196563
Connected customers
The post-PC Era
www.flickr.com/photos/teflon/5430927903
www.flickr.com/photos/athomeinscottsdale/4045258941
Devices and Services Era
Product focus -> Marketing Engine focus3
The Sales Cycle -> The Buyer’s Journey2
B2B -> B2C1
It’s not about your products
it’s about the Buyer
www.flickr.com/photos/poptech2006/2972685098
SalesChannel Europe ©2013 All rights reserved 42
The Buying Process
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Start with the Buyer’s Journey
Differentiate
Now or Neve...
Example
The Buyer’s Journey
45
Constant Contact
46
Constant Contact
47
Eliminating barriers to sale
Product focus -> Marketing Engine focus3
The Sales Cycle -> The Buyer’s Journey2
B2B -> B2C1
Standing out from the crowd
www.flickr.com/photos/29233640@N07/5131195458
Differentiation
www.flickr.com/photos/heraldpost/3817195392
Differentiation
Opportunity platform
www.flickr.com/photos/36182550@N08/3347465868
Differentiation = different thinking
“Every battle is won_
before it is fought.”
Sun Tzu
544 - 496 BC
SalesChannel Europe ©2013 All rights reserved 55
Basic Product/Service:
• Technology
• Price performance
• Product quality...
are
The DIFFERENCE
Example
Differentiation
Rackspace
Building a
Marketing
Machine
Tipping
the
“Victory in marketing doesn’t happen
when you sell something, but when you
cultivate advocates for your
brand.”
- Steve Kn...
Advocates are your
best influencers
Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%
10 X Cold calling
Be...
SalesChannel Europe ©2013 All rights reserved 64
The Conversation Prism*
*by Brian Solis & JESS3
SalesChannel Europe ©2013 All rights reserved 65
Digital Disruption
Applying the
Sales Formula
Basically, it works like this
www.flickr.com/photos/atomicity/14570249
68
P CRx SALES=
P = Number of prospects
CR = Conversion Ratio
69
P CRx SALES=
10 33% (Typically 25%-50%)
Example 1
S = 3
70
P CRx SALES=
10 40%
Example 2
S = 4
*Requires considerable effort. Not easily sustainable
*
71
P CRx SALES=
33%
Example 3
S = 6
*Requires less effort. Is sustainable
20 *
Trusted Advisor
Becoming a…
“If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
- 1854 - 2014
SalesChannel Europe ©2013 All rights reserved
Guide them to the right solution
www.flickr.com/photos/pursuethepassion/3822...
SalesChannel Europe ©2013 All rights reserved
Show them the best way forward
SalesChannel Europe ©2013 All rights reserved
Show them a better future
www.flickr.com/photos/sziszo/2632802003
SalesChannel Europe ©2013 All rights reserved
Be their cloud architect
http://ad009cdnb.archdaily.net/wp-content/uploads/2...
Help them achieve
Value Migration
Drivers of adoption
www.flickr.com/photos/daniele_sartori/2371157397
Social media
81
“When the rate of
change externally is
greater than the rate
of change internally,
you have a problem.”
- Jack Welch
ww...
www.flickr.com/photos/sergei24/306212854
External speed of change
Internal speed of change
www.flickr.com/photos/14degrees/440515255
“Genius is one percent
inspiration and ninety-
nine percent perspiration.”
- Thomas A. Edison
Help customers achieve Value Migration8
Differentiate at Level 2 and Level 34
Innovate or Die1
Focus on the Challenges fac...
Quality of Service
Customer Satisfaction
Customer Experience
One more thing
A glass of milk
A Cow
Get it right
www.flickr.com/photos/winemegup/3641912321
www.flickr.com/photos/horacio/3781750
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: ...
Accelerating Time To Customer Adoption
Accelerating Time To Customer Adoption
Accelerating Time To Customer Adoption
Accelerating Time To Customer Adoption
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Accelerating Time To Customer Adoption

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Marketing is tomorrow's Sales. A recent study by CEB suggests that up to 60% of a customer's decision-making process is completed before they speak to/meet with a salesperson. That means that Sales is moving to the backend of the Buyer's Journey and Marketing is now critical to start customer conversations and keep them engaged before they interact directly with Sales. This is more than Sales and Marketing alignment. Tomorrow's successful companies will align all their Sales and Marketing activities with their Buyer's Journey.

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Transcript of "Accelerating Time To Customer Adoption"

  1. 1. www.flickr.com/photos/atomicity/14570249
  2. 2. The world has changed?
  3. 3. 3 “It is not the strongest of the species that survive, nor the most intelligent, but rather the one most adaptable to change.” - Charles Darwin 1809 - 1882
  4. 4. 4 “Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.” - Brian Solis _
  5. 5. The end of business as usual www.flickr.com/photos/vek/4665924239
  6. 6. or be Disrupted
  7. 7. www.flickr.com/photos/mwichary/3690887427 Disruptive change
  8. 8. Experimental thinking www.flickr.com/photos/johnnyjet/3290272880
  9. 9. Anticipate change www.flickr.com/photos/mwichary/3246110827
  10. 10. #1. Opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
  11. 11. www.flickr.com/photos/maestropastelero/258000448 #2. How are you going to develop your business?
  12. 12. “Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 customers Massive change
  13. 13. 14 “If we are to achieve results never before accomplished, we must employ methods never before attempted.” - Sir Francis Bacon - Sir Francis Bacon (1561-1626)
  14. 14. 7P's -> 7C’s: Product - Price - Promotion - Place - Connected Collaborative Customized Conversations Community Collective Content Physical - People - Process -
  15. 15. Audience 2
  16. 16. A journey into the unknown
  17. 17. www.flickr.com/photos/winemegup/3641912321 Get it right
  18. 18. www.flickr.com/photos/roome/3390682853 Get it wrong
  19. 19. You feel like this?
  20. 20. 22 A higher level perspective
  21. 21. CLOUD XaaS Delivery Services
  22. 22. CLOUD XaaS Devices Services and
  23. 23. CLOUD = CUSTOMER
  24. 24. CLOUD =
  25. 25. Product focus -> Marketing Engine focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
  26. 26. Driving the What is
  27. 27. The Post-PC Era Devices and Services Era
  28. 28. www.flickr.com/photos/betchaboy/5508595958 BYOD
  29. 29. iGeneration www.flickr.com/photos/csaila/3648816968
  30. 30. SalesChannel Europe ©2013 All rights reserved 34 Welcome to the Digital World *Derek Thompson is a senior editor at The Atlantic
  31. 31. SalesChannel Europe ©2013 All rights reserved 35 B to B B to C Customer volume Restricted clientele Large, diversified clientele Reason for purchase B2B buyers buy for their company, are are therefore accountable. B2C consumers buy for themselves or their family, for pleasure. Buyer behaviour B2B buyers make reasoned purchases, using professional procedures. In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important. Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company. You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions. Buying process The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long. For the mass market, the buying process is simple because the act of buying is often the decision of a single person. Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light. Price is one of the main criteria for end consumers, since it is their own money they are spending. Relationship Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial. Relationships are more limited, with representatives often never seeing a particular customer again. Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling. Products are sold at the retail level. They involve all types, from very simple to very complex. B2B Shifts to B2C
  32. 32. Corporate Consumers Connected Customers 1 2
  33. 33. www.flickr.com/photos/cc511/1975196563 Connected customers
  34. 34. The post-PC Era www.flickr.com/photos/teflon/5430927903
  35. 35. www.flickr.com/photos/athomeinscottsdale/4045258941 Devices and Services Era
  36. 36. Product focus -> Marketing Engine focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
  37. 37. It’s not about your products it’s about the Buyer www.flickr.com/photos/poptech2006/2972685098
  38. 38. SalesChannel Europe ©2013 All rights reserved 42 The Buying Process
  39. 39. Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Start with the Buyer’s Journey Differentiate Now or Never Moments Make or Break Moments Multiplier Moments Keep or Lose Moments AAcquire BBase
  40. 40. Example The Buyer’s Journey
  41. 41. 45 Constant Contact
  42. 42. 46 Constant Contact
  43. 43. 47 Eliminating barriers to sale
  44. 44. Product focus -> Marketing Engine focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
  45. 45. Standing out from the crowd
  46. 46. www.flickr.com/photos/29233640@N07/5131195458 Differentiation
  47. 47. www.flickr.com/photos/heraldpost/3817195392 Differentiation
  48. 48. Opportunity platform www.flickr.com/photos/36182550@N08/3347465868
  49. 49. Differentiation = different thinking
  50. 50. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
  51. 51. SalesChannel Europe ©2013 All rights reserved 55 Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 1 2 Support Services 3 E2E Customer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes
  52. 52. are The DIFFERENCE
  53. 53. Example Differentiation
  54. 54. Rackspace
  55. 55. Building a Marketing Machine
  56. 56. Tipping the
  57. 57. “Victory in marketing doesn’t happen when you sell something, but when you cultivate advocates for your brand.” - Steve Knox, CEO of Tremors, P&G’s Word of Mouth Business Unit www.flickr.com/photos/hyku/4837236187
  58. 58. Advocates are your best influencers
  59. 59. Typical Conversion Rates 1. Cold calling: 2. External Recommendation: 3. Internal Recommendation: 44% 10 X Cold calling Between 1-5% 4% 88%20 X Cold calling
  60. 60. SalesChannel Europe ©2013 All rights reserved 64 The Conversation Prism* *by Brian Solis & JESS3
  61. 61. SalesChannel Europe ©2013 All rights reserved 65 Digital Disruption
  62. 62. Applying the Sales Formula
  63. 63. Basically, it works like this www.flickr.com/photos/atomicity/14570249
  64. 64. 68 P CRx SALES= P = Number of prospects CR = Conversion Ratio
  65. 65. 69 P CRx SALES= 10 33% (Typically 25%-50%) Example 1 S = 3
  66. 66. 70 P CRx SALES= 10 40% Example 2 S = 4 *Requires considerable effort. Not easily sustainable *
  67. 67. 71 P CRx SALES= 33% Example 3 S = 6 *Requires less effort. Is sustainable 20 *
  68. 68. Trusted Advisor Becoming a…
  69. 69. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford - 1854 - 2014
  70. 70. SalesChannel Europe ©2013 All rights reserved Guide them to the right solution www.flickr.com/photos/pursuethepassion/3822008906
  71. 71. SalesChannel Europe ©2013 All rights reserved Show them the best way forward
  72. 72. SalesChannel Europe ©2013 All rights reserved Show them a better future www.flickr.com/photos/sziszo/2632802003
  73. 73. SalesChannel Europe ©2013 All rights reserved Be their cloud architect http://ad009cdnb.archdaily.net/wp-content/uploads/2012/06/20120110_JG_2901dusk-1000x752.jpg
  74. 74. Help them achieve Value Migration
  75. 75. Drivers of adoption www.flickr.com/photos/daniele_sartori/2371157397
  76. 76. Social media
  77. 77. 81 “When the rate of change externally is greater than the rate of change internally, you have a problem.” - Jack Welch www.flickr.com/photos/nathaninsandiego/3466495191
  78. 78. www.flickr.com/photos/sergei24/306212854 External speed of change
  79. 79. Internal speed of change www.flickr.com/photos/14degrees/440515255
  80. 80. “Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison
  81. 81. Help customers achieve Value Migration8 Differentiate at Level 2 and Level 34 Innovate or Die1 Focus on the Challenges facing Customers2 Aligning with The Buyer’s Journey5 Create Compelling Value Propositions3 Design the End2End Customer Experience6 Tipping the Funnel7 Eco-system thinking9 Become a Cloud Trusted Advisor10
  82. 82. Quality of Service Customer Satisfaction Customer Experience
  83. 83. One more thing
  84. 84. A glass of milk
  85. 85. A Cow
  86. 86. Get it right www.flickr.com/photos/winemegup/3641912321
  87. 87. www.flickr.com/photos/horacio/3781750
  88. 88. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com
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