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Marketing's Role in Driving Growth with Key Accounts
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Marketing's Role in Driving Growth with Key Accounts



Conference presentation at Technology Services World, May 6, 2013: Sales complaints about unhelpful marketing are nothing new. As enterprise buyers focus more on business value than product features, ...

Conference presentation at Technology Services World, May 6, 2013: Sales complaints about unhelpful marketing are nothing new. As enterprise buyers focus more on business value than product features, however, marketing needs to play a much stronger role in directly supporting the sale of professional, educational, and managed services.

The need is greatest with key accounts and long-term deals. Sales is less able to go it alone but marketing too often gets bogged down in disconnected activities that contribute little to advancing strategic opportunities and relationships.

This presentation highlights four critical ways that marketing can support sales for growth in key accounts: thought leadership positioning, customer proof points, account-based campaigns, and executive relationship development. With examples from PTC Global Services.



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    Marketing's Role in Driving Growth with Key Accounts Marketing's Role in Driving Growth with Key Accounts Presentation Transcript

    • A Little Help, Please?Marketing’s Role in DrivingGrowth with Key AccountsRob Leavitt | PTC05.07.2013
    • #TSIAA Quick Win?2
    • #TSIAToday’s Agenda• Obligatory Company Background• Why Sales Needs Help• How Marketing Can Help– Thought Leadership Positioning– Customer Proof Points– Executive Relationship Programs– Key Account Marketing• Getting to Yes3
    • #TSIAPTC in Brief: Technology Solutions forProduct and Service Advantage4ServiceLifecycleManagement(SLM)Product Lifecycle Management (PLM)Computer-AidedDesign(CAD)Supply Chain Management (SCM)Application Lifecycle Management(ALM)
    • #TSIAPTC Global Services: Delivering on thePromise of PTC Solutions25yearsexperience1,400professionalsgloballyPremierpartnerecosystemDedicatedsales/clientmanagementorganizationTightalignment withPTC R&D• Operational Excellence in TechnologyProfessional Services• Innovation in Education ServicesProfessional,educationaland managedservices
    • #TSIASelling Technology Services:Harder Than Ever?Buyer scrutinySolution complexityIndustry transformationPTC Global Services:– New corporate GTM– Greater services visibility– New capabilities and offers– Market slowdown– New competition7
    • #TSIAKey Accounts Still Matter MostKeyAccountsRevenueNewOffersReferencesMarketInsight8
    • #TSIAThe Good News?Sales People Still Rule the Roost9
    • #TSIAThe Bad News?Sales Can’t Do It Alone10New commercialarrangements“Provocative”new solutionsProve thevalueNew industryperspectivesMake my numbers!
    • #TSIAMarketing Wants to Help, But OftenGets Sidetracked11Buying cycle in theory:RevisedStrategySelling Reality:NegativebuzzCompetitivesplashEpiphany Awareness Interest Confidence LoyaltyDepartmentReorgBudget CutsMarketing Focus:Executive Events!Social Media!Content Marketing!Net New Leads!
    • #TSIAFour Ways That Marketing Can Help13Thought Leadership PositioningCustomer Proof PointsExecutive Relationship ProgramsKey Account Marketing
    • #TSIAThought Leadership Can Help… IfSales Can Use It• Where do I find it?• How do I make it relevant tomy client?• What should I do with it?14Thought Leadership Positioning2013 Service Marketing Priorities:1. Developing thought leadershipcontent that drives businessEssential skills for servicesmarketing success:1. Thought leadership development
    • #TSIAMaking Thought Leadership Work…for Sales15Thought Leadership PositioningEnablement focusTopic recruitmentInternal promotionInternal repositoryBriefings & Tips
    • #TSIACustomer Proof Points Can Help…IfMarketing Provides What Sales Needs16Customer Proof PointsYour productsare so great! • Where are the servicesstories?• Where have we done thisbefore?• I need someone to talk to…today
    • #TSIAMaking Customer Proof Points Work…for Sales17Customer Proof PointsCoverage & DepthInternal & ExternalAccessibilityLive ReferencesSellingStoryDeliveryStoryAdoptionStoryValueStory
    • #TSIAExecutive Relationship Programs CanHelp…If Marketing Invests and Aligns18• Do we have an integratedview?• Are we recruiting the rightexecutives?• Can we keep themengaged?• Are we learning what weneed?Executive Relationship ProgramsAdvisoryBoardsProgramSponsorshipExecutiveEventsReferenceProgramIndustryEventsCustomerSatisfactionProgram
    • #TSIAPTC Global Services: PLM Executive ProgramNetworking: Senior executivesfrom 30 top accountsResearch: Benchmark analysis onstrategy and performanceInsight: Expert perspectives on“next practice” prioritiesAdvice: Private workshops forstrategy and planningMaking Executive RelationshipPrograms Work…for Sales19Executive Relationship ProgramsInternalAlignmentValue FocusSelectiveRecruitmentLong-termCommitment?
    • #TSIAKey Account Marketing Can Help…IfMarketing Truly Can Partner with Sales20• Where are our bestopportunities?• What are the biggestobstacles in the account?• What are the most usefulactivities?Key Account MarketingPlanTargetCloseGrowKey AccountSelling:MarketingSupport?AircoverContentLeadGenEvents
    • #TSIAMaking Key Account Marketing Work…for Sales21SelectiveFocusDeep Research& InsightIntegrated andSustainedClientCollaborationKey Account MarketingAccounts as markets of one• Brand and positioning• Thought leadership connection• Relationship developmentStrategy beyond revenue• Innovation• New offer development• References and referrals
    • #TSIAGetting To Yes:Key Takeaways from Today Sales needs marketing more than ever Marketing can help, but only with the proper focus:• Thought leadership enablement• Relevant customer proof points• Sustained executive relationship development• Integrated key account marketing Strategic collaboration is critical, not junior partnership Buy-in is essential up and down the organizations23
    • #TSIAMore Information?Rob LeavittDirector of Thought Leadershiprleavitt@ptc.com+1-781-370-571924