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Isa Marketing Sales Summit Ppt Final

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ISA Presentation to Sales & Marketing Professionals

ISA Presentation to Sales & Marketing Professionals

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  • 1. Standards Certification Education & Training Publishing Conferences & Exhibits Industry Focused Selling and Delivery Collaboration Produces More Effective Results
  • 2. 2 Brief Bio, Marlene E. Eeg • 25 Years Experience in Sales & Marketing Management and Business Consulting, focus on Instrumentation, Controls, Enterprise and Manufacturing Software – ERP & Manufacturing Solutions Manager at BDO Seidman LLP. – Industry Sales Manager for Rockwell Automation – MES Industry Business Developer for Siemens – VP Sales & Strategic Alliances Sequence Software • Currently Consulting with various software providers to increase business development and sales results. • Continue to work with C-Level Manufacturers and Automation Providers recommending leading technology and software solutions for improving processes and profits … translation, I do maintain a sales quota and sell every day!
  • 3. Presentation Outline Why, What, How … Vertical Industry Selling & Team Collaboration Improve Your “Go To Market’ Teams with Collaboration For Increased Success in Vertical Industry Selling • Business Case For Vertical Industry Selling • View the Collaborative Selling Approach • Best Practices and Models • Traditional Approaches to Selling + Collaboration • Vertical Industry Selling + Collaboration Examples Goal today is to understand how to be more successful with Vertical Industry sales pursuits … which is not just for large organizations! 3
  • 4. Growth In Vertical Industry Selling • Organizing Your Marketing and Sales Teams Toward Vertical Industry Selling is NOT NEW! – Large organizations and niche product companies have been doing this for years – SAP, Oracle, Microsoft, Rockwell, Siemens, and many others have very strategic to elaborate plans; tight integration between Marketing, Sales, Development and Delivery Service Teams – Customers are seeking out more industry-specific expertise and solutions from their providers … leading edge solutions, more value 4
  • 5. Why Vertical Industry Selling • Differentiate by Industry to Add Value and Reduce Competition – Position your company with specific solutions and industry expertise to increase value to customers … and profits to you! – Articulate industry-specific product capabilities to separate you from the general competition in your product sector – Build a larger customer base in a specific industry to gain top supplier or preferred supplier position • Improve Marketing Results – More cost effective from “Lead generation to Satisfied Customer” with increased Sales – Electronic marketing tools enable focused industry campaigns (database sources, prospect profiling and contact alignment) – SFA and BI systems enable tracking and analysis of metrics on both marketing activities and sales results 5
  • 6. Why Vertical Industry Selling • Increase Sales Effectiveness – Shorten sales process with laser focus sales strategy and increased wins – Easier to sell value to vertical industry with solutions, expertise, and experience to match – Strengthen customer relationships and develop longer-term loyalty – Possible increased profits based on industry demands and less competition – Build confidence and success with industry „team‟ collaboration 6
  • 7. Develop A Collaborative Approach With Your “Go To Market” Team • It‟s More than Just Marketing • Does NOT have to be dedicated teams of people • NOT just for large organizations • More technology and processes available (CRM, PDM, PLM, PM systems) • DOES require – Process Framework for Industry Selling – Communication and Joint Planning – Support By Executive Management with Corporate Goals – Vertical Industry Pursuit Plan Involving – Marketing – Product Development – Sales – Technical Services 7
  • 8. Good Collaboration Example? 8 Product Development has designed the best products on the market! They should be able to sell our stuff! Our Sales Numbers and Forecasts are down. Are we using our new sales framework on the new lead program we set up? How about we try to work TOGETHER toward one goal … building satisfied customers! … I think NOT!
  • 9. Better Vertical Selling Collaboration? 9 MARKETING The new ad campaign is looking good. Does Sales have enough new leads in the pipeline for our key industries? Or, do we need to supplement this with some additional programs? DELIVERY SERVICES One of our Technical Support will be speaking at ISA. Can we bring any materials back to on the Pharmaceutical focus? Competition? Key customers we should look for? ENGINEERING The Product Deign team is working on next year’s new development. Do we have a list of which customers we want to talk with to get their input? Do we have a consensus with Management on which market(s) we want to focus? SALES Our installation at ABC Company was very well received by their senior management. They’re a leader in our #1 target industry and we have the opportunity to do a case study with them now. Can we set up a marketing and technical team to discuss their application? … Yes!
  • 10. Vertical Industry Collaboration Planning Functional Group Alignment 10 Vertical Industry Sales Goals Marketing Sales Delivery Services Support Engineering Product Dev How Well Do Your Functional Groups Work as a Team?
  • 11. Vertical Industry Collaboration Planning • Marketing + Product Development Alignment – Usually good collaboration exists, based on combined efforts with market research, product development, new product launch – Trends moving from „generic‟ products to unique „versions‟ with specific features for industry users – Share customer information and seek input from key customers on target industries 11 Vertical Industry Sales Goals Marketing Engineering Product Dev
  • 12. Vertical Industry Collaboration Planning • Marketing + Sales Alignment – Common „silos‟, not always aligned properly for Vertical Industry Selling – Needs clear messaging (industry + your product value language) for target industries; not just published collateral, but sales letters, proposals, presentations, etc., with industry knowledge to illustrate expertise – Develop lead generation and marketing programs to support industry sales goals – Clearly defined metrics to track progress and industry costs – Work with customers and associations to participate in industry events 12 Vertical Industry Sales Goals Marketing Sales
  • 13. Vertical Industry Collaboration Planning • Sales Team + Technical Pre-Sales, Implementation & Delivery Alignment – Change your „generic‟ Sales Process to include Industry-specific messaging, strategy and tactics – Expand Industry knowledge for Sales to understand Industry applications and requirements? – Review Sales process to leverage Industry or Technical Service people to add value to Industry discussions 13 Vertical Industry Sales Goals Sales Delivery Services Support
  • 14. Vertical Industry Selling Best Practices • Organization Models • Examples of Collaboration and Integrated Activities – Marketing – Sales – Delivery Services 14
  • 15. Common Organizational Models 15 Large Enterprise Sales Organization DIRECT SALES TEAM Geographic, Products VERTICAL INDUSTRY TEAMS IN-DIRECT Rep Channel Distributors Partners • Industry Sales Developers • Industry Consultants • Applications Engineers • Marketing Rep • Customer Success Team (Delivery & Support Services) FOOD AUTOMOTIVE AEROSPACE LIFE SCIENCES ELECTRONICS CORPORATE MARKETING TECHNICAL SERVICES • Pre-Sales • Engineering • Installation • Training • Support BEVERFAGES Traditional Departmental Organization Integrated Vertical Teams
  • 16. Vertical Industry Collaboration Planning • Assign 1-2 industry assignments to individuals to create Industry Teams – Choose industries with similar regulatory or process requirements – Food, Beverage, Life Sciences (FDA, Batch Processes) – Military, Aerospace, Contract Manufacturing, Automotive (Discrete Processes, ISO Compliance) – Review knowledgebase, develop Industry training plan (as needed) – Apply Industry-specific messaging from lead response through customer delivery materials & activities – Engage Industry technical or marketing people in critical steps in the sales process to strengthen position as provider with Industry expertise 16 Vertical Industry Sales Goals Marketing Sales Delivery Services Support Engineering Product Dev
  • 17. Common Organizational Models SMB Sales Organization DIRECT SALES TEAM Geographic, Products IN-DIRECT Rep Channel Distributors Partners FOOD, BEVERAGE AUTOMOTIVE AEROSPACE LIFE SCIENCES ELECTRONICS MARKETING TECHNICAL SERVICES • Pre-Sales • Engineering • Installation • Training • Support Traditional Departmental Organization, Assignments to Industry Larry Mary Jill Bill PreSales Joan Engineering Installation Training Gene Support Similar Processes, Regulatory Requirements, Industry Events Discrete, Common Manufacturing Challenges, Compliance Issues
  • 18. Learn More About Your Industry • Learn the Language and Landscape of your Industry – What are the industry trends? – Who are the leading business giants? – Which of your general competitors has similar industry focus? And, what can you do to further differentiate from that competitor? • What Business Process Standards and Metrics Are Used? – General Manufacturing ISA S95, Six Sigma, Performance Metrics – Process Industries ISA S88 Batch Control – Discrete Manufacturing ISO 9001 – Aerospace SAE International – Automotive SAE International 18
  • 19. Standards, Business Models • What Are the Regulatory/Compliance Requirements or Industry Standards? – Food, Beverage FDA – Life Sciences FDA, DEA – Meat USDA – Automotive US & EPA – Aerospace, Defense US – EPA • What Functional Area(s) Does Your Product/Service Impact? – Design Engineering Compliance Documentation – Product Sourcing Tracking, Tracing Source Materials – Manufacturing Genealogy of Products Produced – Packaging Labeling Requirements 19
  • 20. Vertical Industry Selling Examples • Marketing & Website Presence – Vertical Industry Selling may start with Marketing – Look at websites of other companies to view their „industry focus‟ and related Marketing materials – What‟s under the Marketing message? – Standard product information, or Industry focus solutions? – Do support materials support the Industry focus? – Is literature and technical information generic, or Industry specific? – What Industry experience and activities are described? – Industry-specific customer references? Case Studies? Association Participation? 20
  • 21. 21 SMB Companies Market to Verticals Website Example – Good Vertical Industry Focus Northwest Analytical, Inc. Quality Information Systems and Analytics • Quality data collection, management and reporting. • SPC and Process Capability Analytics • Integrates with other enterprise systems such as MES and ERP to deliver process based analytics throughout company. • Strategic focus on selected verticals with strong capabilities and experience to differentiate from other competitors
  • 22. 22 SMB Companies Market to Verticals Website Example – Good Vertical Industry Focus • Increased value to customers with increased expertise and capabilities • Within industry reference selling increases marketing and sales efficiency. • Developed vertical market collaboration with publications, websites, pundits, etc. • Gained partnerships with industry specific enterprise software companies. Northwest Analytical, Inc. Quality Information Systems and Analytics.
  • 23. SMB Companies Market to Verticals Website Example – Good Vertical Industry Focus 23 FFD Inc. Sequence Software • Electronic Work Instructions for Manufacturing • Point Solution for General Manufacturing • Now Offers Industry Solution and Expertise Where Standard Work Regulatory Compliance Is Key to Customer Success • Orient marketing by both Vertical Industry AND Enterprise or SMB Company • Offers standard, small-user version of product at lower cost to SMB‟s • Enterprise customers can select multi-plant, multi-server versions
  • 24. SMB Companies Market to Verticals Website Example – Good Vertical Industry Focus 24 FFD Inc. Sequence Software • Changed marketing, sales approach and delivery processes slightly • Increased size of projects and average sale 50-75% • Expanded customers in single industry, enabling more effective sales pursuits • Increased value to customers with increased expertise and capabilities • Now have stronger „go to market‟ plan overall
  • 25. Vertical Selling Starts with Vertical Marketing • A Growing Escalation of Vertical Focus in last 20 years – 1990‟s Industry Leaders of Various Products – Early 2000‟s Automation Products Companies – 2005 + Enterprise Software Companies – Current Most Major Companies, Products & Services • Use of SIC Codes and Third Party Database Sources to Profile Specific Target Prospects 25 SAMPLE - BUSINESS SIC, CATEGORY AND SEGMENTS 20 FOOD AND KINDRED PRODUCTS 203 CANNED, FROZEN, AND PRESERVED FRUITS, VEGETABLES, SPECIAL 2032 CANNED SPECIALTIES 2033 CANNED FRUITS, VEGETABLES, PRESERVES, JAMS, JELLIES 2034 DRIED AND DEHYDRATED FRUITS, VEGETABLES, SOUP MIXES 2035 PICKLED FRUITS AND VEGETABLES, VEGETABLE SAUCES, SEASONINGS, 2037 FROZEN FRUITS, FRUIT JUICES, AND VEGETABLES 2038 FROZEN SPECIALTIES, NOT ELSEWHERE CLASSIFIED 37 TRANSPORTATION EQUIPMENT 372 AIRCRAFT AND PARTS 3721 AIRCRAFT 3724 AIRCRAFT ENGINES AND ENGINE PARTS 3728 AIRCRAFT PARTS AND AUXILIARY EQUIPMENT, Prospect List and Profile Sources: … Hoovers ... InfoUSA.com … experian.com … star-list.com … corptech.com … goleads.com … dmdatabases.com Get target profiles of prospects by SIC and … size business revenue … number of employees … number of plant locations … market position Other options
  • 26. Lead Generation From Marketing Lead … to Sales Pursuit 26 • How Are Your Leads Processed to the Sales Team? • Generic Contact Information? • Additional Industry-Specific Info? Date xxxxxx Lead Source xxxxxxxxxxxxxxxxx Name xxxxxxxx Title xxxxxxxxxxxxxxxxxxxxxxx Company xxxxxxxxxxxx Address xxxxxxxxxxxxx xx xxxxx Telephone xxx – xxx – xxxx Ext xxxx Email xxxxxxxxxxxxx @ xxxxxxxxxxxxxxxxxxxxxxxx Requested Info xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx SIC / Industry Food Industry Segment Frozen Foods Annual Revenue $52M Employees 1200 Additional Locations 11 processing plants C-Level Telephone John Doe, President, CEO xxx xxx xxxx Wm Smith, VP Operations xxx xxx xxxx Joe Brown, Engineering Manager xxx xxx xxxx Previous Leads Jenny O‟Brien, Engineering xxx xxx xxxx
  • 27. A New Lead … Now What? 27 • Marketing Can Identify Industry leads … • But are your Selling & Delivery Teams similarly focused on Verticals in their processes? • A Process for Industry-Specific Leads? • Identified Best Practices for Industry Selling? • Sales Tools and Collateral • A Tracking System for Measuring Results
  • 28. Evolution of Selling • Numerous Changes in the Last 30+ Years in How We Sell – Organization Changes and New Models – Direct Sales, Reps, Resell Channels, System Integrators, Business Partners, Technology Partners … – Synchronization with Marketing Planning and Activities – New Roles in Sales Process – Presales, Consulting, Application Engineer, Business Developer, Account Manager, Vertical Industry Manager, Demo King/Queen … – New Technology and Tools – CRM and SFA technology supports lead tracking, account management, partner development, vertical industry pursuits, and multi-person collaboration – Strategies and Customer Tactics – Large Accounts, SMB, Vertical Focus, Purchase/Lease – Sales Process and Methodologies – Never-ending list of new selling approaches and styles 28
  • 29. Sales Process Example Step Activity Leader 1 Response to Initial New Lead/Inquiry Sales 2 Initial Discovery & Qualification Discussion Sales 3 Provide Additional Information Sales 4 + Further Discovery, Application Discussions Sales + ? 5 + Requirements Definition Sales + ? 6 + Presentation, Demo Sales + ? 7 + Proposal/Pricing Sales 8 Customer Reference Sales 9 Close Sales 29 Very Basic Sales Process
  • 30. Sales Process Example Step Activity Leader 1 Response to Initial New Lead/Inquiry Sales 2 Initial Discovery & Qualification Discussion Sales 3 Provide Additional Information Sales 4 + Further Discovery, Application Discussions Sales + ? 5 + Requirements Definition Sales + ? 6 + Presentation, Demo Sales + ? 7 + Proposal/Pricing Sales 8 Customer Reference Sales 9 Close Sales 30 Very Basic Sales Process Possible Changes • Did marketing send a generic response or industry specific response? • Is this industry source of this lead known? • Do you quickly discuss their industry & related industry issues? • Establish your experience in their industry? • Suggest your website with more industry information? • Based on account size, opportunity, individual role, offer to arrange a telecon with your „industry‟ expert to discuss this further with you/them • Provide more industry specific info (case study, white paper, industry brochure, etc) • Provide a industry bio(s) of individual(s) who may be involved • Possible discussion with your industry expert (Marketing, Pre- Sales, Engineering, as you determine) • May be typical to engage a technical resource here, but does your Functional Requirements Spec focus or reference industry issues? Simple presentation change, templates for industries • Is your proposal a standard non-industry format? • Include your services plan with description of industry focus • Are you providing references in the same industry? • If a site visit, are you coordinating this to match industry issues, similar customer (non-compete) but orchestrating the flow and discussion on that site visit? Industry specialist accompany? • Can you leverage your technical support in the closing?
  • 31. Which Sales Process or Methodology Do You Use? • Inspirational, Motivational Classics – Og Mandino, Dale Carnegie, Zig Zigler, Tom Hopkins, Denis Waitley • Conceptual, Spin, Key & Major Account, Solution, Vito, Consultative Selling – Larry Wilson, Neil Rackham, Anthony Parinello, Michael Bosworth, Mack Hanan • Visionary, Value-Based Selling – Barbara Geraghty, Tom Reilly, J. Nicholas DeBonis, Eric Balinski, Phil Allen All are good processes with proven success; determine which one(s) match your business, product, sales team & industry. 31
  • 32. Sales Process is Important, Flexible Framework is Better • “Flexible” Framework Methods Prove Successful. Support Vertical Industry Selling – Neil Rackham, Peter Scott-Morgan, Marc Miller & Jason M. Sinkovitz • “Rules of the Game” – Organizational change reading, transition to „collaborative‟ team performance philosophy • “Rethinking the Sales Force” – “One-size fits all” approach to selling is outdated; rather, three distinct selling modes (transactional, consultative, enterprise) used separately or in combination to match your business model and industry; all based on creating value, breaking down internal silos • “Selling Is Dead” – Fasted pace business environment inhibits „traditional‟ selling techniques; customers are more sophisticated; transform your sales team to “businesspeople who sell” 32
  • 33. Keys To Vertical Industry Selling Success • Use a repeatable „framework‟ with benchmarks, critical decision points, points of engagement for industry resources, and consistent communication in your sales process • Planning and Communication is critical to collaboration with Sales, Marketing, Pre-Sales and Delivery teams for Vertical Industry Selling to work successfully Let’s take a look at More examples! 33
  • 34. Vertical Industry Selling Recommendations On Sales Materials 34 • Whether your lead response is via email or direct mail, do NOT send a standard „form‟ response • Rather, acknowledge their Industry along with – Your experience in their Industry – Reference your website (if there‟s a vertical presence) – Describe knowledge of business issues – Mention awareness of regulatory or compliance requirements – Any Associations or Industry events you may be both aligned
  • 35. Turn a Standard Letter Into a Vertical Industry Introduction 35 Differentiators Acknowledge Industry Industry Business Issues Industry Regulatory Compliance Alignment Performance Results, Sell Value Industry Events
  • 36. Turn A Quote … Into An Industry Solution Agreement • Simple Price Quote – Product Information – Model #‟s – Pricing – Terms 36 • Industry-Specific Proposal Agreement – Describe Prospect‟s Business Issues – Desire for Change, Improvements – Reference Industry Requirements or Compliance Needs and Alignment with Your Product/Solution – Define Project Scope, Goals – Describe Service and Support from Industry Specialists – Overall summary with timeframe, deliverables and picture of how this project will be done – Mutual Agreement DocumentNeed Collaboration with Delivery Teams
  • 37. Order to Delivery Collaboration • Detailed Proposal Becomes “Game Plan” Specific to Customer and Project Requirements – Hardware/Software Requirements – Installation/Training Outline – Any Important Sequence of Events • Establishes Customer Readiness • Sets Expectation for Successful Delivery 37 Vertical Industry Sales Goals Marketing Sales Delivery Services Support Engineering Product Dev
  • 38. Post-Sale Collaboration • Continuing feedback from Delivery Services & Support Teams to Sales and Engineering/Product Development is critical to continuing success overall – Product design and use information shared with both Sales & Engineering/Product Dev – Customer satisfaction or dissatisfaction shared with Sales & Marketing 38 Vertical Industry Sales Goals Marketing Sales Delivery Services Support Engineering Product Dev
  • 39. Summary Best Practices • Industry-specific messaging is not just for Marketing – Extend with all Sales Materials, Demonstrations, Project Plans and Delivery Documentation – Demonstrate your industry experience to your prospects early and at critical points to add value to the customer experience (and your Sales process) – Use reference customers from the related Industry, rather than geographical region … obvious? Amazing how often I see references poorly used and site visits arranged without the proper planning. • Whatever sales process your Salespeople use, define a framework with consistent “points of entry” where you engage your industry experts • Plan and communicate sales pursuits as a collaborative team for better results 39
  • 40. Questions & Answers Marlene Eeg, Tempo Resources temporesources@earthlink.net Toll free 877.207.3801 Thank you for attending. Feel free to contact me to continue this discussion. 40
  • 41. Glossary • CRM Customer Resource Management • DEA Drug Enforcement Administration • EPA Environmental Protection Association • ERP Enterprise Resource Planning • FDA Federal Drug Administration • ISA Instrumentation Society America • MES Manufacturing Enterprise Systems • MESA Manufacturing Enterprise Society America • SAE Society Automotive Engineers • SFA Sales Force Automation • SIC Standard Industry Code • SMB Small Medium Businesses • SME Society Manufacturing Engineers • SPC Statistical Process Control • USDA United States Dept Agriculture 41

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