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How Winning B2B Companies Achieve Growth

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Many of today’s popular marketing principles were designed for the B2C model, but the B2B sales cycle—and, by extension, B2B marketing—are quite different from B2C. Sean Geehan, founder of the Geehan Group and author of The B2B Executive Playbook: How Winning B2B Companies Achieve Sustainable, Predictable, and Profitable Growth, and Anubhav Saxena, Vice President, Marketing, HCL, will talk about the ways that B2B can create customer intimacy and use it to differentiate themselves and to blow away competition. They will also talk about the gap between marketers and business leaders, and the four-step process they implemented at HCL to help bridge that gap so marketers can galvanize the relationship with customers.

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How Winning B2B Companies Achieve Growth

  1. 1. How Winning B2B Companies AchieveProfitable GrowthSean Geehan, Author, B2B Executive PlaybookAnubhav Saxena, Global Marketing & Strategy, HCL
  2. 2. How Winning B2B CompaniesAchieve Profitable Growth Anubhav Saxena HCL Global Marketing, Strategy & Alliances Sean Geehan Author The B2B Executive Playbook
  3. 3. Sales: $80 Billion Customers: 1,700 Sales: $60 Billion Customers: 500,000,000© 2011 Geehan Group. All Rights Reserved Page 3
  4. 4. CEO Marketing R&D Finance Strategy Sales© 2011 Geehan Group. All Rights Reserved Page 4
  5. 5. CEO R&D Finance Strategy Sales IT, HR, Operations Everyone else Marketing© 2011 Geehan Group. All Rights Reserved Page 5
  6. 6. Go-To-Market Challenges  Marketing spending and ROI  Strategic Planning  Branding, Positioning & Margins  Sales – New and Retained© 2011 Geehan Group. All Rights Reserved Page 6
  7. 7. Marketing Investments Decision Maker CIO/CFO Drive Change Set Direction 10% Influencer Director/Vice President Run the Business Business Process 15% Users - IT support teams Execute Features/Functions Workflow 60% Purchasing 15%© 2011 Geehan Group. All Rights Reserved Page 7
  8. 8. Marketing Investments Broad Top Market Target Market All Customers Customers Decision Makers Influencers Acquisition Retention (Prospects) (Customers) 60% 40% Users/ Purchasing© 2011 Geehan Group. All Rights Reserved Page 8
  9. 9. Lower level concentration Lost Acquisition = Sales Vs. Retention© 2011 Geehan Group. All Rights Reserved Page 9
  10. 10. CF Os Marke ters© 2011 Geehan Group. All Rights Reserved Page 10
  11. 11. Mishandled Branding Lost = Margin B2C Approach© 2011 Geehan Group. All Rights Reserved Page 11
  12. 12. Go-to-Market Planning© 2011 Geehan Group. All Rights Reserved Page 12
  13. 13. © 2011 Geehan Group. All Rights Reserved Page 13
  14. 14. Lack of DM Insight Poor = Go-to-market Strategy Leadership Misalignment© 2011 Geehan Group. All Rights Reserved Page 14
  15. 15. © 2011 Geehan Group. All Rights Reserved Page 15
  16. 16. ROI on Decision Maker Customer Programs Results are Measureable No With Decision Maker Decision Maker Retention 72% 90% Account Growth 4% 12% Referencable 28% 94% “Our executive customer programs have proven to be the most effective way to positively impact top and bottom line results.” Jeff Garrity CFO, Services© 2011 Geehan Group. All Rights Reserved Page 16
  17. 17. Total Number of Clients: 467 Client Revenue Total Revenue Top 5 Clients 15.3% Top 10 Clients 24.1% Top 20 Clients 34.2% Top 100 Clients 75% Taken from HCL Technologies’ First Quarter Results FY2012, Investor Release; October, 18 2011© 2011 Geehan Group. All Rights Reserved Page 17
  18. 18. Marketing enables  Retention and account growth  Organizational direction  Leadership team alignment  Reference-ability© 2011 Geehan Group. All Rights Reserved Page 18
  19. 19. Market Aligned Planning Sweet Spot Market Collective Acquire Evolve 3 2 1 Business Core Model 4 Competency Divest© 2011 Geehan Group. All Rights Reserved Page 19
  20. 20. HCL Sweet Spot  Gold Standard Market  CIO Straight Talk Publication Collaborative  Vertical Emphasis  Repositioning Acquire  Axon 3 2 Evolve  Global Delivery Model 1  Shared risk Royalty Model Business Core Model 4 Competency Divest  You are the CEO  You are the CMO© 2011 Geehan Group. All Rights Reserved Page 20
  21. 21. © 2011 Geehan Group. All Rights Reserved Page 21
  22. 22. Analysis of Marketing Spend Acquisition Retention Broad Top Market Target Market All Customers Customers Decision 4th 2nd Greatest Makers ROI Influencers 3rd Users/ Purchasing© 2011 Geehan Group. All Rights Reserved Page 22
  23. 23. Market Driven Strategy Customer Leadership Engagement Alignment© 2011 Geehan Group. All Rights Reserved Page 23
  24. 24. © 2011 Geehan Group. All Rights Reserved Page 24
  25. 25. Anubhav Saxena @the_futureist Sean Geehan @seangeehan© 2011 Geehan Group. All Rights Reserved Page 25
  26. 26. Thank You!Sean Geehan Anubhav Saxena@seangeehan @the_futureist

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