Justifying Solutions to Frugal Buyers: ROI Sales and Marketing Tools

838 views

Published on

Even though a recovery is at hand, there remains significant pressure to do-more-with-less, and the economic buyer is firmly in control, demanding even more financial accountability on each purchase.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
838
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Justifying Solutions to Frugal Buyers: ROI Sales and Marketing Tools

  1. 1. Powering B2B sales to economic buyers TOM PISELLO, Chairman & Founderhttp://www.fightfrugalnomics.com Blog: http://tompiselloroiguy.blogspot.com/ Twitter: @tpisello http://www.alinean.com Is Justifying Proposals with ROI Sales & Marketing Tools a Requirement?
  2. 2. A New Buyer Requires New Strategy & Tactics http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 2
  3. 3. Buyers are Economic-Focused • SizeMore Leads to Close Same Executive Scrutiny Reduced Deal Size Amount of Business Longer Sales Cycles Increased CompetitionMore Stakeholders Stalled Deals © 2011 Alinean, Inc. 3
  4. 4. Frugalnomics: the new mantra for B2B Buyers On average 90% of corporations surveyed require Quantifiable benefits quantifiable proof of bottom-line benefits on most are mandatory projects. Two-thirds (65%) of buyers indicate that they do not Quantifying value is have the knowledge or tools needed to do business difficult for buyers value assessments and calculations. Buyers turn to vendors 81% of buyers expect vendors to quantify business for value proof points value of proposed solutions. Most trusted sources are: Industry Analysts (31.4%), Third party validation is and Peers (28.7%). essential Vendors lag as a trusted source for only 8.1%.Source: IDC 2010, survey of 200 B2B buyers,Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources. © 2011 Alinean, Inc. 4
  5. 5. Fight Frugalnomics with Value Selling & MarketingProduct Focus Solution Focus Value FocusDiscussion: Discussion: Discussion:• Customer knows issue • Prescriptive & Quantified • Customer knows issues &• Tie features / functions to desired outcome • Discover… Is customer needs aware of issue? • Questions to discover pain• Compares product points alternatives • Diagnose… How bad is it?• Feature • Function • Price • Recommend solution to • Quantify … Value of change solve pain • Compare … Value vs. StatusDrive: Sales Led: Product Drive: Sales Led: Pain-Point Quo / CompetitionDriven Driven Drive: Diagnostic Led: What is issue & value of change? Solution Vendor Trusted Advisor Provider © 2011 Alinean, Inc. 5
  6. 6. Unfortunately, Product / Solution Selling Still Reigns Forrester Sales Enablement Forum- 2011 © 2011 Alinean, Inc. 6
  7. 7. Facilitating the Buyer’s Journey w/ Interactive Sales & Marketing ToolsBUYER’S JOURNEY Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision DISCOVERY CONSIDERATION DECISIONContent Marketing & Sales Enablement Strategy Help Align Align buyer solution Validate/ Create reinforce problem with identify with Make the awareness choice business needs in specific business casearound a new issues; drive solving sets of for change Prove best problem urgency the business value problem needs PROVOCATIVE APPROACH VALUE APPROACH Interactive White Diagnostic Assessment ROI Analysis Tools TCO Comparison Tools Papers Tools © 2011 Alinean, Inc. 7
  8. 8. Facilitating the Buyer’s Journey w/ Interactive Sales & Marketing ToolsBUYER’S JOURNEY Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision DISCOVERY CONSIDERATION DECISIONContent Marketing & Sales Enablement Strategy Help Align Align buyer solution Validate/ Create reinforce problem with identify with Make the awareness choice business needs in specific business casearound a new issues; drive solving sets of for change Prove best problem urgency the business value problem needs PROVOCATIVE APPROACH VALUE APPROACH Interactive White Diagnostic Assessment ROI Analysis Tools TCO Comparison Tools Papers Tools © 2011 Alinean, Inc. 8
  9. 9. Driving More Effective Demand Generation and Sales Enablement Demand-Gen Tools Sales Enablement Tools • Developed for B2B websites and direct • For global sales enablement programs marketing campaigns • Empower consultative selling programs • Provocative: Engage, Connect & Educate • Detailed business case • High Level Benefits / ROI • Help justify solution to multiple • Help set agenda and advance sales cycle stakeholders & CFO © 2011 Alinean, Inc. 9
  10. 10. Demand-Gen: ROI Marketing Tool Case Study http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 10
  11. 11. HP Networking ROI Calculator http://roianalyst.hp.com/roianalyst/AutoLogin.do?d=754959295570998302 © 2011 Alinean, Inc. 11
  12. 12. Company Profile © 2011 Alinean, Inc. 12
  13. 13. Benefits and Financials © 2011 Alinean, Inc. 13
  14. 14. Assumptions © 2011 Alinean, Inc. 14
  15. 15. Registration Options & ReportsRegistration Considerations Up-front To get results To get report NoneIntegration Lead Nurturing / CRM Basic Registration Enhanced Profile Key Results Executive Summary vs. Full Report? Options: PDF / Word / PPT Additional Examples: http://www.alinean.com/demand-gen/ROI_tools.aspx © 2011 Alinean, Inc. 15
  16. 16. Sales Enablement: ROI Sales Tools Case Study http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 16
  17. 17. Solution Selection © 2011 Alinean, Inc. 17
  18. 18. Current Practices Assessment © 2011 Alinean, Inc. 18
  19. 19. Current Practices Analysis © 2011 Alinean, Inc. 19
  20. 20. Survey Questions – As Is Discovery / Sizing © 2011 Alinean, Inc. 20
  21. 21. Benefits © 2011 Alinean, Inc. 21
  22. 22. Benefit Details © 2011 Alinean, Inc. 22
  23. 23. Source – Validating Savings with Research & Case Studies © 2011 Alinean, Inc. 23
  24. 24. ROI Analysis © 2011 Alinean, Inc. 24
  25. 25. Additional Features• Template /Reference Models • Deployment Schedule – Helps sales get a quick start on the • Benefit Realization case – Default metrics and research • Risk Analysis – Optimized• Add Additional Benefits – Probable – Quick Add – Conservative Cases – Select from Comprehensive Library – Build / Edit Your Own • Multi-Analysis Roll-up – Combine N number of business cases• Flexible Report Options: – Multiple reports for different stakeholders / purposes – Format Options • PPT • Word • PDF © 2011 Alinean, Inc. 25
  26. 26. ROI Sales & Marketing Tools Best Practices & Benefits http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 26
  27. 27. Best Practices• Demand-Gen • Sales Enablement – Keep inputs & results simple – Keep input & results simple • 10 minutes maximum for demand-gen • Sales easily intimidated – Layer details to provide access to – Layer details so sales can work with review / challenge assumptions customers to review / challenge assumptions transfer ownership – Pre-fill with default metrics – Provide ability to customize / • Document assumptions disable / add benefits & • 3rd party research and validation investments • Case study examples for savings – Provide multiple report options claims • Format: Word / PPT • Exec summary, details, different stakeholders – Allow access without registration, restrict details / report to – Provide Support registrants • Training – Strong call to action / next steps • Proposal Center • Deal Assistance – Use request to follow-up © 2011 Alinean, Inc. 27
  28. 28. Typical Development Project• Demand-Gen • Sales Enablement – Week 1: Kickoff – Week 1: Kickoff – Week 2: Initial Prototype – Week 2: Initial Prototype Spreadsheet Spreadsheet – Week 3: 2nd Prototype Spreadsheet – Week 3: 2nd Prototype – Week 4: Initial Tool Alpha Spreadsheet – Week 5: Initial Tool Beta – Week 5: Initial Tool Alpha – Week 6: Initial Tool Pilot – Week 7: Initial Tool Beta – Week 8: Final – Week 8: Initial Tool Pilot – Week 10: Final © 2011 Alinean, Inc. 28
  29. 29. What is Required of You and Your Team?• Collect and Provide Prior Art: • Participation – Benefit statements – Weekly meeting – Benefit / ROI white papers – Weekly review – Spreadsheet or other tools – Alpha, Beta & Pilot review – ROI / Benefit oriented case studies• Create Tool Development / Review Team – Marketing/ sales enablement usually leads project – ROI subject matter expert(s) – Enterprise sales representation – Channel sales representation – Pilot review team (select customers / partners) © 2011 Alinean, Inc. 29
  30. 30. Facilitating the Buyer’s Journey w/ Interactive Sales & Marketing ToolsBUYER’S JOURNEY Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision DISCOVERY CONSIDERATION DECISIONContent Marketing & Sales Enablement Strategy Help Align Align buyer solution Validate/ Create reinforce problem with identify with Make the awareness choice business needs in specific business casearound a new issues; drive solving sets of for change Prove best problem urgency the business value problem needs PROVOCATIVE APPROACH VALUE APPROACH Interactive White Diagnostic Assessment ROI Analysis Tools TCO Comparison Tools Papers Tools © 2011 Alinean, Inc. 30
  31. 31. Value of Alinean Business Value Selling / Marketing Tools  Break through the noise with value add / personalizedConnect higher in organization & speak contentlanguage of economic buyers / CFOs  Elevate relationships from vendor to trusted advisor  Drive 50% more leads / connections compared to otherEngage on value vs. initiativesfeature / function / price  Reduce discounting and increase deal size by 20%Automate development of personalized  Reduce proposal time from days to hoursassessments and business case proposals  Reduce sales cycles by 20-30%  Convert 240% more prospects to sales than other programsProve more value, lower costs and  Convert 240% more prospects to sales than other programs   Increase the competitive success rate of proposals by over Increase the competitive success rate of proposals by overcompetitive advantages 60% 60%Deliver credibility with research and 3rd  Increase the credibility and acceptance of proposals by 100%party validation  Convert existing Excel sales tools into on-line interactiveDevelop sales tools with lower TCO applications with no programming  SaaS delivery  Self-authoring for shared workload  Enable all direct and channel sales teams with a scalableStandardize and centralize value sales /marketing tool suite.selling / marketing efforts  Collect customer data, track and drive usage © 2011 Alinean, Inc. 31
  32. 32. Next StepsAlinean powered tools can significantly upgrade the quality of sales interactionsthroughout the buying process, allowing prospects to drive at the beginningthrough simpler, self-service tools and sales to provide greater depth as the buyingprocess proceeds – SiriusDecisions 2010 1. Your Sales & Marketing Ready to Do Business with Frugal Buyers? Take this Diagnostic Assessment to Find Out. 2. Research White Paper: Sales Enablement and the Economic Buyer 3. Over 200% ROI from a Value Selling Program Sound Impossible? Find Out for Yourself 4. Why Alinean? Alinean Vendor Profile (SiriusDecisions) http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 32
  33. 33. Thank You!http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 33

×