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Marketing Today Becomes Sales Tomorrow
 

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 ...

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

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  • 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.
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    Marketing Today Becomes Sales Tomorrow Marketing Today Becomes Sales Tomorrow Presentation Transcript

    • 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 they move through the buying decision process.”
    • 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 -> Weapons of Mass Adoption
    • 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 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
    • 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 -> Weapons of Mass Adoption
    • 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 -> Weapons of Mass Adoption
    • 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 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.
    • 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: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750