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Frugalnomics Requires New ROI-Focused Sales & Marketing Approach


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Customers are forced to do-more-with-less. More buyers are involved in each purchase decision. Use justification to prove value of proposals to frugal prospects.

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Frugalnomics Requires New ROI-Focused Sales & Marketing Approach

  1. 1. Frugalnomics Requires New ROI-Focused Sales & Marketing Tools Customers forced to do-more-with-less 61% “Keeping-lights-on” operations 24% Already designated project 15% Discretionary funds for new proposals Purchase process is more complex More buyers involved in each purchase decision Average purchase 2010 2011 Growth process takes longer 16% 2009 4.3 months 17% 2010 5.6 months 7% More Economic Scrutiny It’s easier for B2B buyers to “do-nothing” than change 90% 81% 85% of buyers require a expect vendors to doubt vendor claims ! business case for provide economic unless there is 3rd- new projects justi cation party proof Frugalnomics is in Full Effect To Fight Frugalnomics requires a new approach Yet most still sell using antiquated techniques: 10% Provocative 60% Traditional Value Selling Product Selling 30% Solution Selling Number One Sales Priority for 2011: Show Buyers the Money Improving sales’ ability to show bene ts / value to prospects is the number one tactic to drive B2B sales performance in 2011, according to a recent survey by CSO Insights. Improve Ability to Show Bene t 30% 34% 12% Optimize Sales Process 17% 15% 12% Improve Ability to Reach People 16% 14% 13% Increase Customer Loyalty 15% 11% 14% Optmize Forecast Accuracy 11% 14% 10% Optimize Competitive Difference 9% 13% 20% 1st Priority Bow Out of Poor 2% 2nd Priority Deals Sooner 9% 15% 3rd Priority 0% 10% 20% 30% 40% 50% 60% 70% Justify Change with Return on Investment (ROI) Engage Diagnose with Interactive White Papers with Assessment Tools ery scov Di Co Customer nsideration Buying Lifecycle on Differentiate Justify isi with TCO Tools with ROI Tools c De Make the Case for Change Use justi cation to prove value of proposals to frugal prospects: 1. Illuminate the current costs and lost opportunities by maintaining status quo 2. Prove the cost of doing nothing 3. Quantify the savings and bene ts from the proposal 4. Tally the required investment and risks 5. Summarize the business case in terms executives need to make the decision, including ROI, payback period and NPV Savings ROI Analysis Tools Components of a successful ROI Analysis Tool: l o Click to view the to Current Solution Opportunities Recommendation Questionnaire & Con guration Windows 7 ROI Calculator e tool Bene ts / Savings Investment & Risk Quanti cation Quanti cation Click to view th BlueCoat ROI Assessment Discounted Cash Key Financial Flow Analysis Justi cation the tool Great Click to view Examples AT&T Connect ROI Calculator powering B2B sales to economic buyers 2011 http://www.alinean.comAbout AlineanAlinean, the leading provider of dynamic sales and marketing tools, empowers B2B vendors to better sell to todayseconomic-focused buyer. Alinean-powered interactive white papers, assessments, ROI calculators and TCO comparisontools create more compelling value-based connections, workshops, presentations and proposals — delivering customizeddiagnostics, benchmarks, solution recommendations, bene ts, investments, ROI, payback and TCO advantage proof points.Leading B2B rms leveraging Alinean tools include: HP, IBM, Microsoft, EMC, Dell, Intel, IDC/IDG, AT&T, Siemens, Unisys,Thomson Reuters, NetApp, Citrix, Symantec, Novell, Cisco, Oracle, Sybase, and CA.Learn more: at the Fight Frugalnomics™ Resource Center http://www., by visiting, or calling 407.382.0005.SourcesThe CSO Insights Sales Management Optimization research report for 2011 can be found at: research can be found at: http://www. ghtfrugalnomics.comMore examples of successful ROI Tool programs can be found at: