ip
@bobapollo | #FoM13
PLAN:
Get Aligned –
or Get Left Behind
Funnel 2013
Bob Apollo | Inflexion-Point | @bobapollo
@bobap...
ip
@bobapollo | #FoM13
B2B Focus
Complex Sale
Considered Purchase
Growing Market
ip
@bobapollo | #FoM13
The plan is nothing…
Planning is everything
@bobapollo | #FoM13
ip
@bobapollo | #FoM13
No plan survives first
contact with the
enemycustomer
ip
@bobapollo | #FoM13
How can
technology help?
ip
@bobapollo | #FoM13
ip
@bobapollo | #FoM13
Hoping for
Harry
Potter…
@bobapollo | #FoM13
ip
@bobapollo | #FoM13
Ending
up with
Valdemort
@bobapollo | #FoM13
ip
@bobapollo | #FoM13
ip
@bobapollo | #FoM13
Examples
“Customer Relationship Management” solutions that are really no more
than Sales Force Admi...
ip
@bobapollo | #FoM13
So what should we be
planning to do?
ip
@bobapollo | #FoM13
What CEOs expect you to plan for…
1 Accelerate Revenue Growth
2 Improve Sales Performance
3 Increas...
ip
@bobapollo | #FoM13
SALES MARKETINGALIGNMENT
ip
@bobapollo | #FoM13
Traditional approach to alignment
Define your sales and marketing process
Agree common definitions
...
ip
@bobapollo | #FoM13
What’s Missing?
ip
@bobapollo | #FoM13
SALES + MARKETING PLAN
ip
@bobapollo | #FoM13
YOUR
CUSTOMER-
AND THEIR
BUYING
JOURNEY
SALES + MARKETING PLAN
ip
@bobapollo | #FoM13
Identify with your most
valuable customers and
understand how and
why they make buying
decisions
Fa...
ip
@bobapollo | #FoM13
Get your CUSTOMERS
to design your SALES +
MARKETING PROCESSES
ip
@bobapollo | #FoM13
IDEAL
CUSTOMERS
ORGANISATIONS STAKEHOLDERS
OPERATIONAL TECHNICAL COMMERCIAL
ip
@bobapollo | #FoM13
the
most valuable
organisations
@bobapollo | #FoM13
ip
@bobapollo | #FoM13
BEHAVIOUR
TRUMPS
DEMOGRAPHICS
EVERY TIME
ip
@bobapollo | #FoM13
Key targeting factors…
What systems do they already have in place?
What relationships have they alr...
ip
@bobapollo | #FoM13
Key Stakeholders (buyer personas)
Roles and Responsibilities
Key Performance Metrics
Issues and Pri...
ip
@bobapollo | #FoM13
Building your Ideal Customer Profile
Talk to your sales people…
Interview your customers…
Observe t...
ip
@bobapollo | #FoM13
The Buyer’s Journey:
How and why they choose to buy
ip
@bobapollo | #FoM13
It’s the buyer’s journey that really matters…
…not your sales and marketing process
Measure progres...
ip
@bobapollo | #FoM13
The Funnel is a
flawed metaphor
The Funnel leaks
Deals defy gravity
Buyers bail out
Deals go into l...
ip
@bobapollo | #FoM13
Gartner B2B Buying Decision Process
ip
@bobapollo | #FoM13
A more manageable perspective…
ABSORB IMPLEMENTEXPLORE
TRIGGEREVENT
IDENTIFY
NEED
INVESTIGATE EVALU...
ip
@bobapollo | #FoM13
Traditional responsibilities
ABSORB IMPLEMENTEXPLORE
TRIGGEREVENT
IDENTIFY
NEED
INVESTIGATE EVALUAT...
ip
@bobapollo | #FoM13
Aligned throughout the journey
ABSORB IMPLEMENTEXPLORE
TRIGGEREVENT
IDENTIFY
NEED
INVESTIGATE EVALU...
ip
@bobapollo | #FoM13
Buyer mind-set evolves along the way
ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
EXCITING...
ip
@bobapollo | #FoM13
Align tactics to buying process
ENABLE THEM
TO RECOGNISE
THE NEED
Thought leadership materials | So...
ip
@bobapollo | #FoM13
Align tactics to buying process
HIGHLIGHT
THE COST OF
INACTION
Provocative messages | Exploratory c...
ip
@bobapollo | #FoM13
Align tactics to buying process
SHAPE THEIR
DECISION
CRITERIA
Functional checklists | War stories, ...
ip
@bobapollo | #FoM13
Align tactics to buying process
GET SELECTED
AS
PREFERRED
OPTION
Evaluation guides | Trials/Proofs-...
ip
@bobapollo | #FoM13
Align tactics to buying process
ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
GET
APPROVED,...
ip
@bobapollo | #FoM13
Create content paths
ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
+
ISSUE
BLOG
ARTICLE
WHI...
ip
@bobapollo | #FoM13
Observing behaviours
What do we know about them?
What web pages have they visited?
What content hav...
ip
@bobapollo | #FoM13
What happens when we look at our
Sales + Marketing Process
from the perspective of the
Buyer’s Jour...
ip
@bobapollo | #FoM13
Sales + marketing
actions that add no
value to the buying
decision process
Apparently qualified
sal...
ip
@bobapollo | #FoM13@bobapollo | #FoM13
ip
@bobapollo | #FoM13
Three examples of waste
UP TO 90% OF MARKETING-GENERATED SALES SUPPORT
MATERIALS REMAIN UNUSED
ONLY...
ip
@bobapollo | #FoM13
But once you eliminate the waste…
ip
@bobapollo | #FoM13
ip
@bobapollo | #FoM13
But even more important…
ip
@bobapollo | #FoM13
Your pipeline will be far less pants…
Flabby
Fit
ip
@bobapollo | #FoM13
Building the
Buyer’s Journey
into your plans
for 2014
And how technology can help
ip
@bobapollo | #FoM13
1: Identify with your audience
Identify the common characteristics of your ideal
customers – both o...
ip
@bobapollo | #FoM13
2: Map out key stages in buying journey
ABSORB IMPLEMENTEXPLORE
TRIGGEREVENT
IDENTIFY
NEED
INVESTIG...
ip
@bobapollo | #FoM13
3: Every piece of content connected
Impact: sales playbook, qualification criteria, CRM, marketing ...
ip
@bobapollo | #FoM13
4: Direct the Buyer’s Journey
ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
+
ISSUE
BLOG
AR...
ip
@bobapollo | #FoM13
5: Pull it all together in a playbook
Ideal customer profiles
The Buyer’s Journey
Stage-Aligned Con...
ip
@bobapollo | #FoM13
Success formula for 2014
Identify with your most valuable customers and
understand how and why they...
ip
@bobapollo | #FoM13
GET ALIGNED
OR
GET LEFT BEHIND
Bob Apollo
Inflexion Point Strategy Partners
bob@inflexion-point.com...
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Get Aligned or Get Left Behind - Funnel 2013

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My presentation from Funnel 2013 - the UK B2B Marketing Event on 8th October - on the critical importance of aligning the B2B sales and marketing process with the customer's buying decision journey. I hope you enjoy it - and I'd welcome your comments.

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Get Aligned or Get Left Behind - Funnel 2013

  1. 1. ip @bobapollo | #FoM13 PLAN: Get Aligned – or Get Left Behind Funnel 2013 Bob Apollo | Inflexion-Point | @bobapollo @bobapollo | #FoM13
  2. 2. ip @bobapollo | #FoM13 B2B Focus Complex Sale Considered Purchase Growing Market
  3. 3. ip @bobapollo | #FoM13 The plan is nothing… Planning is everything @bobapollo | #FoM13
  4. 4. ip @bobapollo | #FoM13 No plan survives first contact with the enemycustomer
  5. 5. ip @bobapollo | #FoM13 How can technology help?
  6. 6. ip @bobapollo | #FoM13
  7. 7. ip @bobapollo | #FoM13 Hoping for Harry Potter… @bobapollo | #FoM13
  8. 8. ip @bobapollo | #FoM13 Ending up with Valdemort @bobapollo | #FoM13
  9. 9. ip @bobapollo | #FoM13
  10. 10. ip @bobapollo | #FoM13 Examples “Customer Relationship Management” solutions that are really no more than Sales Force Administration systems “Marketing Automation” systems that are used to spew out more unwanted emails than ever before Over-Complex Scoring systems that do nothing to increase sales confidence in the leads generated by marketing Measuring the success of marketing on the volume of leads generated rather than value of business created
  11. 11. ip @bobapollo | #FoM13 So what should we be planning to do?
  12. 12. ip @bobapollo | #FoM13 What CEOs expect you to plan for… 1 Accelerate Revenue Growth 2 Improve Sales Performance 3 Increase Marketing Effectiveness
  13. 13. ip @bobapollo | #FoM13 SALES MARKETINGALIGNMENT
  14. 14. ip @bobapollo | #FoM13 Traditional approach to alignment Define your sales and marketing process Agree common definitions Agree roles and responsibilities Agree hand-off points Agree measures and metrics Establish a contract Review and refine INTERNALLY FOCUSED
  15. 15. ip @bobapollo | #FoM13 What’s Missing?
  16. 16. ip @bobapollo | #FoM13 SALES + MARKETING PLAN
  17. 17. ip @bobapollo | #FoM13 YOUR CUSTOMER- AND THEIR BUYING JOURNEY SALES + MARKETING PLAN
  18. 18. ip @bobapollo | #FoM13 Identify with your most valuable customers and understand how and why they make buying decisions Facilitate their buying decision process, eliminate any obstacles and make it easy for them to choose you
  19. 19. ip @bobapollo | #FoM13 Get your CUSTOMERS to design your SALES + MARKETING PROCESSES
  20. 20. ip @bobapollo | #FoM13 IDEAL CUSTOMERS ORGANISATIONS STAKEHOLDERS OPERATIONAL TECHNICAL COMMERCIAL
  21. 21. ip @bobapollo | #FoM13 the most valuable organisations @bobapollo | #FoM13
  22. 22. ip @bobapollo | #FoM13 BEHAVIOUR TRUMPS DEMOGRAPHICS EVERY TIME
  23. 23. ip @bobapollo | #FoM13 Key targeting factors… What systems do they already have in place? What relationships have they already established? How are they organised? Where does the power lie? Are they innovators or late adopters? What is their position in their markets? What are their key goals, drivers and initiatives? What’s happening to them or to their markets? How do they make buying decisions? Which stakeholders are leading the process?
  24. 24. ip @bobapollo | #FoM13 Key Stakeholders (buyer personas) Roles and Responsibilities Key Performance Metrics Issues and Priorities Motivations and Concerns Role in Buying Decision Process Who they influence Who they are influenced by OPERATIONAL TECHNICAL COMMERCIAL
  25. 25. ip @bobapollo | #FoM13 Building your Ideal Customer Profile Talk to your sales people… Interview your customers… Observe their behaviour Look for: Common situations Common structures Patterns of activity Trigger Events ASK AND OBSERVE
  26. 26. ip @bobapollo | #FoM13 The Buyer’s Journey: How and why they choose to buy
  27. 27. ip @bobapollo | #FoM13 It’s the buyer’s journey that really matters… …not your sales and marketing process Measure progress by what they do… …not what your sales people have done
  28. 28. ip @bobapollo | #FoM13 The Funnel is a flawed metaphor The Funnel leaks Deals defy gravity Buyers bail out Deals go into limbo
  29. 29. ip @bobapollo | #FoM13 Gartner B2B Buying Decision Process
  30. 30. ip @bobapollo | #FoM13 A more manageable perspective… ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE Critical Milestones
  31. 31. ip @bobapollo | #FoM13 Traditional responsibilities ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE WHAT MARKETING DOES WHAT SALES DOES
  32. 32. ip @bobapollo | #FoM13 Aligned throughout the journey ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES
  33. 33. ip @bobapollo | #FoM13 Buyer mind-set evolves along the way ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE EXCITING/NEW SAFE/PROVEN DIFFERENT BETTER THEMES LISTS STRATEGIC VALUES TACTICAL NEEDS WHY CHANGE? WHY YOU?WHY NOW? YOUR APPROACH YOUR CAPABILITIES
  34. 34. ip @bobapollo | #FoM13 Align tactics to buying process ENABLE THEM TO RECOGNISE THE NEED Thought leadership materials | Social media engagement | Industry body involvement | Issue/impact-led campaigns | Profile high-potential prospects | Prospecting conversations ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE KEY QUESTIONS AT EACH STAGE: Where is the organisation on their journey? Which of the stakeholders are involved? Current issues, concerns or motivations? Most effective way of moving them forwards? What can we do to eliminate any obstacles?
  35. 35. ip @bobapollo | #FoM13 Align tactics to buying process HIGHLIGHT THE COST OF INACTION Provocative messages | Exploratory conversations | Lead towards, not with | Key issue keywords | Key solution keywords | Cost/consequences of inaction | Executive Briefing ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
  36. 36. ip @bobapollo | #FoM13 Align tactics to buying process SHAPE THEIR DECISION CRITERIA Functional checklists | War stories, anecdotes | Journey-based demos | Datasheets | Case studies | Frequently asked questions ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
  37. 37. ip @bobapollo | #FoM13 Align tactics to buying process GET SELECTED AS PREFERRED OPTION Evaluation guides | Trials/Proofs-of-Concept | Detailed functional demos | Detailed technical documents | Solution proposal | Reference calls ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
  38. 38. ip @bobapollo | #FoM13 Align tactics to buying process ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE GET APPROVED, BOUGHT AND IMPLEMENTED Negotiation guidelines | Support your champion | Reference visits | Reinforce case for change | Eliminate remaining concerns | Make it easy to buy
  39. 39. ip @bobapollo | #FoM13 Create content paths ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE + ISSUE BLOG ARTICLE WHITE PAPER PRODUCT DEMO CASE STUDY EXEC BRIEFING WEBINAR EVAL GUIDE PROOF OF CONCEPT REF VISIT
  40. 40. ip @bobapollo | #FoM13 Observing behaviours What do we know about them? What web pages have they visited? What content have they downloaded? Which videos have they watched? What information have they shared? What interaction have we had? What evidence do we have of their current stage?
  41. 41. ip @bobapollo | #FoM13 What happens when we look at our Sales + Marketing Process from the perspective of the Buyer’s Journey?
  42. 42. ip @bobapollo | #FoM13 Sales + marketing actions that add no value to the buying decision process Apparently qualified sales opportunities that have no chance of ever closing Sales pipeline value appears to decline (but deals were never real to start with) At first… @bobapollo | #FoM13
  43. 43. ip @bobapollo | #FoM13@bobapollo | #FoM13
  44. 44. ip @bobapollo | #FoM13 Three examples of waste UP TO 90% OF MARKETING-GENERATED SALES SUPPORT MATERIALS REMAIN UNUSED ONLY 1 in 8 MEETINGS WITH SALES PEOPLE RATED “VALUABLE” BY PROSPECTS GROWING TREND FOR COMPLEX B2B SALES CYCLES TO END IN “NO DECISION” Sources: Forrester, CMM Group, CSO Insights
  45. 45. ip @bobapollo | #FoM13 But once you eliminate the waste… ip @bobapollo | #FoM13
  46. 46. ip @bobapollo | #FoM13 But even more important…
  47. 47. ip @bobapollo | #FoM13 Your pipeline will be far less pants… Flabby Fit
  48. 48. ip @bobapollo | #FoM13 Building the Buyer’s Journey into your plans for 2014 And how technology can help
  49. 49. ip @bobapollo | #FoM13 1: Identify with your audience Identify the common characteristics of your ideal customers – both organisations and stakeholders – as a joint effort between sales and marketing Validate by reviewing against recent sales wins Make sure that you are capturing the relevant data Research the actionable issues that are most likely to drive the need for change Impact: prospecting databases, website, CRM, marketing automation
  50. 50. ip @bobapollo | #FoM13 2: Map out key stages in buying journey ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES Impact: lead scoring, qualification criteria, CRM, marketing automation
  51. 51. ip @bobapollo | #FoM13 3: Every piece of content connected Impact: sales playbook, qualification criteria, CRM, marketing automation EXEC BRIEFING SALES TALKING POINTS FAQs WEBINAR BLOG ARTICLE WHITE PAPER PRODUCT DEMO CASE STUDY
  52. 52. ip @bobapollo | #FoM13 4: Direct the Buyer’s Journey ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE + ISSUE BLOG ARTICLE WHITE PAPER PRODUCT DEMO CASE STUDY EXEC BRIEFING WEBINAR EVAL GUIDE PROOF OF CONCEPT REF VISIT Impact: Content creation, website navigation, calls to action, marketing automation
  53. 53. ip @bobapollo | #FoM13 5: Pull it all together in a playbook Ideal customer profiles The Buyer’s Journey Stage-Aligned Content Qualification Guidelines FAQs and TAQs Stories and Anecdotes Impact: sales + marketing playbook
  54. 54. ip @bobapollo | #FoM13 Success formula for 2014 Identify with your most valuable customers and understand how and why they make buying decisions Facilitate their buying decision process, eliminate any obstacles and make it easy for them to choose you
  55. 55. ip @bobapollo | #FoM13 GET ALIGNED OR GET LEFT BEHIND Bob Apollo Inflexion Point Strategy Partners bob@inflexion-point.com 07802 313300

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