What is your Growth Strategy?
Growth strategy I
Growth strategy II
Opportunity or Threat?
Digital Disruption
Drivers of Digital Disruption:
1. Mass Adoption of Digital Technology
2. The Age of the Customer
3. B2B-> B2C -> The Engag...
Focus on the future
Think outside the boxFocus on tomorrow’s customers
Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Thinking at 3 Time Horizons
Get it right
Get it wrong
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Think outside the box
Think outside the box
www.flickr.com/photos/12023825@N04/2898021822
Growth strategy
Where are you on the curve?
Where are you on the curve - ahead or behind, which is the essence of strategy.
Behind:
If you...
Disruptive Opportunity Matrix
Extend
White
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruptio...
You can’t teach an old dog new tricks
Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
Growth Mindset
Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE
Educate
Inspire
Create a sense of urgency
Inspire Gen C Customers
The mobile generation
Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse
Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458
“If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947
3 Levels of vision
Basic Product/Service:
• Technology
• Price performance
• Product/Service quality
E2E Customer Experience:
• People
• Perc...
Price vs Value
Products Services
Experience
Customer
Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
The problem is that
customers don’t buy
the way we sell
The Buying Decision Process
“Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more t...
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle
Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
“Fire your sales force”
The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
Th...
Capture their imaginations
“Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi
Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
Tipping the Funnel
Clients: Actions:
Tipping the Funnel
Audience
2
Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Be...
Social Media
1. Growth Mindset
2. Differentiate or Die
3. The Customer Adoption Cycle
4. Disrupting the Status Quo
5. Tipping the Funne...
52
• The client has changed
• The buying process has changed
• The Sales Cycle -> The Customer’s Journey
• Market segmenta...
Get it right
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: ...
Rethinking Growth in the Digitally Disrupted Age of the Customer
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Rethinking Growth in the Digitally Disrupted Age of the Customer

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1. Growth Mindset: Direct your focus to what the future will look like. Anticipate likely changes in your customer's needs and preferences to interact with your business.
2. Differentiate or Die: Help your customer understand why and how you are different to other providers in your product/service category.
3. The Customer Adoption Cycle: Create a customer adoption cycle for your business and align all your sales, marketing and support customer interactions at the appropriate steps of the Adoption cycle.
4. Disrupt the Status Quo: People will make key decisions when they face immediate negative consequences. The role of Sales & Marketing’s is to take the customer out of the comfort and complacency of the status quo and let them 'wallow' in the negative future.
5. Tipping the Funnel: Convert your customers into your un-paid sales force.

Published in: Business

Rethinking Growth in the Digitally Disrupted Age of the Customer

  1. 1. What is your Growth Strategy?
  2. 2. Growth strategy I
  3. 3. Growth strategy II
  4. 4. Opportunity or Threat? Digital Disruption
  5. 5. Drivers of Digital Disruption: 1. Mass Adoption of Digital Technology 2. The Age of the Customer 3. B2B-> B2C -> The Engagement Economy
  6. 6. Focus on the future
  7. 7. Think outside the boxFocus on tomorrow’s customers
  8. 8. Horizon 1 0 - 6 months Horizon 2 6 - 12 months Horizon 3 12 - 36 months Thinking at 3 Time Horizons
  9. 9. Get it right
  10. 10. Get it wrong
  11. 11. OLD THINKING NEW TECHNOLOGY FAIL X =
  12. 12. Think outside the box
  13. 13. Think outside the box
  14. 14. www.flickr.com/photos/12023825@N04/2898021822 Growth strategy
  15. 15. Where are you on the curve? Where are you on the curve - ahead or behind, which is the essence of strategy. Behind: If you are behind the curve and chasing the market then you have ceded a great deal of control and you must have the ability to execute and be very agile in execution. Your bets are defined. Your strategic posture is reactive and defensive. Ahead: If you are ahead of the curve you are trying to drive the market, which requires a very different agility - there you require a set of controlled bets in execution with the ability to constantly probe the frontier and execute on success. Here you are reacting to yourself and your direction instead of where others have been.
  16. 16. Disruptive Opportunity Matrix Extend White Space Defend ExtendCurrent New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
  17. 17. You can’t teach an old dog new tricks
  18. 18. Growth Mindset1 Differentiate or Die2 The Customer Adoption Cycle3 Disrupt the Status Quo4 Tipping the Funnel5
  19. 19. Growth Mindset
  20. 20. Product Place Price Promotion 4P's Solution Access Value Education SAVE
  21. 21. Educate
  22. 22. Inspire
  23. 23. Create a sense of urgency
  24. 24. Inspire Gen C Customers
  25. 25. The mobile generation
  26. 26. Growth Mindset1 Differentiate or Die2 The Customer Adoption Cycle3 Disrupt the Status Quo4 Tipping the Funnel5
  27. 27. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
  28. 28. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  29. 29. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  30. 30. 3 Levels of vision
  31. 31. Basic Product/Service: • Technology • Price performance • Product/Service 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 Your Products & Services
  32. 32. Price vs Value Products Services Experience Customer
  33. 33. Growth Mindset1 Differentiate or Die2 The Customer Adoption Cycle3 Disrupt the Status Quo4 Tipping the Funnel5
  34. 34. The problem is that customers don’t buy the way we sell
  35. 35. The Buying Decision Process
  36. 36. “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
  37. 37. Search Find Qualify Try Buy Activate Manage Up-sell Support Refer The Customer Adoption Cycle
  38. 38. Growth Mindset1 Differentiate or Die2 The Customer Adoption Cycle3 Disrupt the Status Quo4 Tipping the Funnel5
  39. 39. “Fire your sales force”
  40. 40. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
  41. 41. Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible. The new Golden Rule in Sales is:
  42. 42. Capture their imaginations
  43. 43. “Reasons lead to conclusions. Emotions lead to actions.” - Saatchi & Saatchi
  44. 44. Growth Mindset1 Differentiate or Die2 The Customer Adoption Cycle3 Disrupt the Status Quo4 Tipping the Funnel5
  45. 45. Tipping the Funnel
  46. 46. Clients: Actions: Tipping the Funnel
  47. 47. Audience 2
  48. 48. 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
  49. 49. Social Media
  50. 50. 1. Growth Mindset 2. Differentiate or Die 3. The Customer Adoption Cycle 4. Disrupting the Status Quo 5. Tipping the Funnel Quick Review: 4Ps => SAVE: Solution, Access, Value & Educate Differentiation: 3 Levels of Perceived Value Turn customers into your unpaid sales force Align all Sales & Marketing actions Fire your Sales Force
  51. 51. 52 • The client has changed • The buying process has changed • The Sales Cycle -> The Customer’s Journey • Market segmentation -> Buyer personas Digital Disruption = Business Transformation • Marketing -> Digital -> Social Media -> Social Influence -> Social Selling • Demand Generation • User Value Proposition and Persona Messaging • Marketing Manger -> Community Manager • Internal Alignment • Execution • Sales Channel alignment • Multi-channel touchpoint experience • E2E Customer Experience Rethink the Customer Rethink Sales & Marketing Rethink your Organisation Business Transformation Channel Transformation Digital Disruption Massive Change =
  52. 52. Get it right
  53. 53. 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

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