Accelerating Time To Customer Adoption
Upcoming SlideShare
Loading in...5
×
 

Accelerating Time To Customer Adoption

on

  • 1,061 views

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 ...

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.

Statistics

Views

Total Views
1,061
Views on SlideShare
847
Embed Views
214

Actions

Likes
2
Downloads
24
Comments
0

1 Embed 214

http://www.scoop.it 214

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Accelerating Time To Customer Adoption Accelerating Time To Customer Adoption Presentation Transcript

  • 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 change.” - Charles Darwin 1809 - 1882
  • 4 “Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.” - Brian Solis _
  • 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 than 1,400 customers Massive change
  • 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)
  • 7P's -> 7C’s: Product - Price - Promotion - Place - Connected Collaborative Customized Conversations Community Collective Content Physical - People - Process -
  • 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 Atlantic
  • 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
  • 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 Never Moments Make or Break Moments Multiplier Moments Keep or Lose Moments AAcquire BBase
  • 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 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
  • 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 Knox, CEO of Tremors, P&G’s Word of Mouth Business Unit www.flickr.com/photos/hyku/4837236187
  • Advocates are your best influencers
  • 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
  • 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/3822008906
  • 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/2012/06/20120110_JG_2901dusk-1000x752.jpg
  • 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 www.flickr.com/photos/nathaninsandiego/3466495191
  • 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 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
  • 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: david@saleschannel-europe.com Website: www.saleschannel-europe.com