The world has changed?
the

Problem
Moving to tomorrow’s battlefield
“Today’s customers are online
explorers, seeking out online ratings,
peer reviews, videos and in-depth
product details as ...
Tomorrow’s battlefield?
Today’s battlefield is here

www.flickr.com/photos/csaila/3648816968
Tomorrow’s battlefield is here
Tomorrow’s winner is here
the

Solution
What is your Marketing Strategy?
Customer Adoption
is the New ROI
What is your Customer
Adoption strategy?

www.flickr.com/photos/12023825@N04/2898021822
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong

www.flickr.com/photos/roome/3390682853
1

Marketing Mindset Shift: B2B -> B2C

2

Channel Strategy -> Customer Touchpoint Strategy

3

Sales & Marketing -> Weapo...
OLD THINKING
X
NEW TECHNOLOGY
=
FAIL
Future focused
Target early adopters

Think outside the box
Technology Adoption Curve
Influencer/Adopter Programs
Influence Generation: Capture the hearts and
minds of Tech savvy ear...
think
dif erent

f
Change your thinking

www.flickr.com/photos/oriol_gascon/2172565951
The hard way
AND Thinking
The Buying Process
The Buyer’s Journey
Search
Refer

Find

Support

Qualify

Up-Sell

Try

Manage

Buy
Use
Audience

2
Create a tipping point
1

Marketing Mindset Shift: B2B -> B2C

2

Channel Strategy -> Customer Touchpoint Strategy

3

Sales & Marketing -> Weapo...
Build a better mouse trap

www.flickr.com/photos/clementlivolsi/4596430458
Capture their imaginations
www.flickr.com/photos/camdiluv/5788194542
Clarity of vision
Sales Channel Strategy
Physical
Touchpoints

Digital
Touchpoints

Customer Touchpoint Mapping

source: adapted from socialmarketingforum
1

Marketing Mindset Shift: B2B -> B2C

2

Channel Strategy -> Customer Touchpoint Strategy

3

Sales & Marketing -> Weapo...
Demand Generation
The power of influence
Help Customers to Solve for Why?

source: www.corporatevisions.com
Educate
Inspire
Marketing is Sales Tomorrow

source: www.corporatevisions.com
1. A mobile device is an extension of the owner’s personality
and personal identity
2. Target early adopters/opinion leade...
Get it right
www.flickr.com/photos/winemegup/3641912321
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website:...
Marketing Today Becomes Sales Tomorrow
Marketing Today Becomes Sales Tomorrow
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Marketing Today Becomes Sales Tomorrow

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Starting conversations with strangers - tomorrow's customers - is the role of Marketing. Helping customers answer 2 critical questions: 1) Why change? and 2) Why us? is the role of Marketing. Guiding customers through the Buyer's Journey from selection to purchase to usage to recommendation is the role of marketing. If Marketing is doing all this what is Sales going to be doing?

In the age of digital disruption everything changes. Marketing

Published in: Business, News & Politics
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Notes
  • Nice prez as always :-)
    THE question about sales and marketing. I think the answer is they will fusion as the feedback between product conception and customer usage is so short ( with the need to fill the gap between conception and users), you can't have both.

    A few minor questions
    I don't get the difference between slides 7 and 8.
    Of course as slideshare doesn't include your voice, I may miss something. You replace customer by user on slide 12, but I see no explanations afterwards, except the fact I understand I need to focus on early adopters who may be not yet my customers but only users who will help me to define my future product.
       Reply 
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Marketing Today Becomes Sales Tomorrow

  1. 1. The world has changed?
  2. 2. the Problem
  3. 3. Moving to tomorrow’s battlefield
  4. 4. “Today’s customers are online explorers, seeking out online ratings, peer reviews, videos and in-depth product details as they move through the buying decision process.”
  5. 5. Tomorrow’s battlefield?
  6. 6. Today’s battlefield is here www.flickr.com/photos/csaila/3648816968
  7. 7. Tomorrow’s battlefield is here
  8. 8. Tomorrow’s winner is here
  9. 9. the Solution
  10. 10. What is your Marketing Strategy?
  11. 11. Customer Adoption is the New ROI
  12. 12. What is your Customer Adoption strategy? www.flickr.com/photos/12023825@N04/2898021822
  13. 13. Get it right www.flickr.com/photos/winemegup/3641912321
  14. 14. Get it wrong www.flickr.com/photos/roome/3390682853
  15. 15. 1 Marketing Mindset Shift: B2B -> B2C 2 Channel Strategy -> Customer Touchpoint Strategy 3 Sales & Marketing -> Weapons of Mass Adoption
  16. 16. OLD THINKING X NEW TECHNOLOGY = FAIL
  17. 17. Future focused
  18. 18. Target early adopters Think outside the box
  19. 19. Technology Adoption Curve Influencer/Adopter Programs Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion leaders and influencers Early Adopter Market Channel Partners GTM Strategy & Business Plan Channel readiness & activation Demand Generation Mainstream Market DANGER - CHASM! A Build the buzz!!!! B • • • • • • • Build sales channels Create capacity to service demand Create a tipping point Technology Innovators Visionaries 2% 14% Pragmatists 34% Distributors Retailers Resellers VARs Service Providers System Integrators Consulting Partners Conservatives 34% Sceptics 16% PERCENTAGE OF POPULATION Technology Vendors TIME
  20. 20. think dif erent f
  21. 21. Change your thinking www.flickr.com/photos/oriol_gascon/2172565951
  22. 22. The hard way
  23. 23. AND Thinking
  24. 24. The Buying Process
  25. 25. The Buyer’s Journey Search Refer Find Support Qualify Up-Sell Try Manage Buy Use
  26. 26. Audience 2
  27. 27. Create a tipping point
  28. 28. 1 Marketing Mindset Shift: B2B -> B2C 2 Channel Strategy -> Customer Touchpoint Strategy 3 Sales & Marketing -> Weapons of Mass Adoption
  29. 29. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  30. 30. Capture their imaginations www.flickr.com/photos/camdiluv/5788194542
  31. 31. Clarity of vision
  32. 32. Sales Channel Strategy
  33. 33. Physical Touchpoints Digital Touchpoints Customer Touchpoint Mapping source: adapted from socialmarketingforum
  34. 34. 1 Marketing Mindset Shift: B2B -> B2C 2 Channel Strategy -> Customer Touchpoint Strategy 3 Sales & Marketing -> Weapons of Mass Adoption
  35. 35. Demand Generation
  36. 36. The power of influence
  37. 37. Help Customers to Solve for Why? source: www.corporatevisions.com
  38. 38. Educate
  39. 39. Inspire
  40. 40. Marketing is Sales Tomorrow source: www.corporatevisions.com
  41. 41. 1. A mobile device is an extension of the owner’s personality and personal identity 2. Target early adopters/opinion leaders to create an “unpaid sales force” of fans, influencers and recommenders 3. Design and deliver a superior End2End Customer Experience. Align all your marketing actions with customer touch points along the Buyer’s Journey from creating buzz to adoption to recommendation.
  42. 42. Get it right www.flickr.com/photos/winemegup/3641912321
  43. 43. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750
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