Accelerating Time To Customer Adoption
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Marketing is tomorrow's Sales. A recent study by CEB suggests that up to 60% of a customer's decision-making process is completed before they speak to/meet with a salesperson. That means that Sales is moving to the backend of the Buyer's Journey and Marketing is now critical to start customer conversations and keep them engaged before they interact directly with Sales. This is more than Sales and Marketing alignment. Tomorrow's successful companies will align all their Sales and Marketing activities with their Buyer's Journey.
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Accelerating Time To Customer Adoption
- 2. The world has changed?
- 3. 3 “It is not the strongest of the species that survive, nor the most intelligent, but rather the one most adaptable to change.” - Charles Darwin 1809 - 1882
- 4. 4 “Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.” - Brian Solis _
- 5. The end of business as usual www.flickr.com/photos/vek/4665924239
- 11. #1. Opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
- 12. www.flickr.com/photos/maestropastelero/258000448 #2. How are you going to develop your business?
- 13. “Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 customers Massive change
- 14. 14 “If we are to achieve results never before accomplished, we must employ methods never before attempted.” - Sir Francis Bacon - Sir Francis Bacon (1561-1626)
- 15. 7P's -> 7C’s: Product - Price - Promotion - Place - Connected Collaborative Customized Conversations Community Collective Content Physical - People - Process -
- 16. Audience 2
- 17. A journey into the unknown
- 21. You feel like this?
- 22. 22 A higher level perspective
- 25. CLOUD = CUSTOMER
- 26. CLOUD =
- 28. Product focus -> Marketing Engine focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
- 30. The Post-PC Era Devices and Services Era
- 34. SalesChannel Europe ©2013 All rights reserved 34 Welcome to the Digital World *Derek Thompson is a senior editor at The Atlantic
- 35. SalesChannel Europe ©2013 All rights reserved 35 B to B B to C Customer volume Restricted clientele Large, diversified clientele Reason for purchase B2B buyers buy for their company, are are therefore accountable. B2C consumers buy for themselves or their family, for pleasure. Buyer behaviour B2B buyers make reasoned purchases, using professional procedures. In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important. Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company. You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions. Buying process The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long. For the mass market, the buying process is simple because the act of buying is often the decision of a single person. Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light. Price is one of the main criteria for end consumers, since it is their own money they are spending. Relationship Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial. Relationships are more limited, with representatives often never seeing a particular customer again. Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling. Products are sold at the retail level. They involve all types, from very simple to very complex. B2B Shifts to B2C
- 40. Product focus -> Marketing Engine focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
- 41. It’s not about your products it’s about the Buyer www.flickr.com/photos/poptech2006/2972685098
- 42. SalesChannel Europe ©2013 All rights reserved 42 The Buying Process
- 43. Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Start with the Buyer’s Journey Differentiate Now or Never Moments Make or Break Moments Multiplier Moments Keep or Lose Moments AAcquire BBase
- 47. 47 Eliminating barriers to sale
- 48. Product focus -> Marketing Engine focus3 The Sales Cycle -> The Buyer’s Journey2 B2B -> B2C1
- 49. Standing out from the crowd
- 53. Differentiation = different thinking
- 54. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
- 55. SalesChannel Europe ©2013 All rights reserved 55 Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 1 2 Support Services 3 E2E Customer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes
- 58. Rackspace
- 60. Tipping the
- 61. “Victory in marketing doesn’t happen when you sell something, but when you cultivate advocates for your brand.” - Steve Knox, CEO of Tremors, P&G’s Word of Mouth Business Unit www.flickr.com/photos/hyku/4837236187
- 62. Advocates are your best influencers
- 63. Typical Conversion Rates 1. Cold calling: 2. External Recommendation: 3. Internal Recommendation: 44% 10 X Cold calling Between 1-5% 4% 88%20 X Cold calling
- 64. SalesChannel Europe ©2013 All rights reserved 64 The Conversation Prism* *by Brian Solis & JESS3
- 65. SalesChannel Europe ©2013 All rights reserved 65 Digital Disruption
- 67. Basically, it works like this www.flickr.com/photos/atomicity/14570249
- 68. 68 P CRx SALES= P = Number of prospects CR = Conversion Ratio
- 69. 69 P CRx SALES= 10 33% (Typically 25%-50%) Example 1 S = 3
- 70. 70 P CRx SALES= 10 40% Example 2 S = 4 *Requires considerable effort. Not easily sustainable *
- 71. 71 P CRx SALES= 33% Example 3 S = 6 *Requires less effort. Is sustainable 20 *
- 73. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford - 1854 - 2014
- 74. SalesChannel Europe ©2013 All rights reserved Guide them to the right solution www.flickr.com/photos/pursuethepassion/3822008906
- 75. SalesChannel Europe ©2013 All rights reserved Show them the best way forward
- 76. SalesChannel Europe ©2013 All rights reserved Show them a better future www.flickr.com/photos/sziszo/2632802003
- 77. SalesChannel Europe ©2013 All rights reserved Be their cloud architect http://ad009cdnb.archdaily.net/wp-content/uploads/2012/06/20120110_JG_2901dusk-1000x752.jpg
- 78. Help them achieve Value Migration
- 80. Social media
- 81. 81 “When the rate of change externally is greater than the rate of change internally, you have a problem.” - Jack Welch www.flickr.com/photos/nathaninsandiego/3466495191
- 83. Internal speed of change www.flickr.com/photos/14degrees/440515255
- 84. “Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison
- 85. Help customers achieve Value Migration8 Differentiate at Level 2 and Level 34 Innovate or Die1 Focus on the Challenges facing Customers2 Aligning with The Buyer’s Journey5 Create Compelling Value Propositions3 Design the End2End Customer Experience6 Tipping the Funnel7 Eco-system thinking9 Become a Cloud Trusted Advisor10
- 86. Quality of Service Customer Satisfaction Customer Experience
- 87. One more thing
- 88. A glass of milk
- 89. A Cow
- 92. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com